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Case study · Enterprise SaaS

Salesforce: "Agility in Uncertainty"

Salesforce had made clear its priority to lead the Agentic conversation in a rapidly changing space. Earned Media was tasked with increasing YoY organic traffic by 70%, with a mandate to "put Salesforce in the conversation before the conversation begins".

ClientSalesforce ANZ
IndustryEnterprise SaaS · CRM
RegionAPAC · Australia / NZ
EngagementSEO + GEO + Content
1,521%
YoY growth in LLM traffic 15× higher than the aggressive 100% target set just six months prior.
42%
YoY growth in non-branded traffic Grew sessions despite overall market contraction, with 50% of this growth driven by the efficiency-first content refresh strategy.
Client voice · In their words Salesforce · ANZ

In the face of the single biggest disruption in search history, Earned Media provided Salesforce with visionary leadership and strategic confidence. While many competitors saw AI Overviews as a threat, this team executed an immediate, proactive pivot, resulting in an extraordinary 1,521% exponential surge in LLM-driven visibility.

This is more than best-in-class SEO; it’s an agile innovation partnership that has delivered Salesforce in ANZ a tangible competitive advantage.

James Clifton
James Clifton
Senior Director, ANZ Marketing · Salesforce

The challenge

Navigating the AI Disruption. The campaign faced relentless market volatility with the single biggest disruption in search history. Google rolled out AI Overviews (AIOs) in March 2025, which replaced many organic listings and caused an immediate 39% drop in organic traffic across non-optimised pages.

The approach

Earned Media proved that enterprise SEO could operate with startup-level agility by executing an immediate two-pronged pivot.

  • Global-to-Local Acceleration: Adapted top-performing global assets for the local market by injecting regional case studies, unique data, and local expert commentary to boost E-E-A-T.
  • The AI Pivot: Shifted content strategy lower down the funnel to target transactional queries AIOs couldn't satisfy, and introduced a brand new KPI: growing Large Language Model (LLM) traffic.
  • High-Velocity Output: Refreshed and published over 300 pieces of local content within 12 months without relying on costly new content creation.

The results

Thriving Through Disruption. While competitors struggled with AI-driven volatility, Earned Media unlocked the code for AI visibility, making Salesforce a consistently cited source in LLM responses.

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