Arda, an innovative inventory management platform, had built a strong initial following for its software platform and their early traction was promising - fueled almost entirely by word-of-mouth and Instagram Reels. This growth strategy was concentrated on two channels and this presented a barrier to future pipeline growth to hit their growth targets. The company needed a strategic partner to build a high-performance inbound growth engine and transform their digital presence into a predictable pipeline.

The Challenge

Arda faced a critical go-to-market inflection point. Their customer acquisition was concentrated on channels that were difficult to scale, creating an over-reliance on inconsistent pipeline drivers. The leadership team recognized the urgent need to diversify pipeline generation and amplify existing growth channels, but the team lacked the internal bandwidth and specialized expertise to execute a comprehensive strategy.

Key challenges included:

• Limited Acquisition Channels: Growth was capped by the reach of their organic social media and referrals, leaving vast, high-intent audiences untapped.
• Not Discoverable in Search: Arda was invisible in the search results where their ideal customers began their buying journey. They were losing ground to competitors who had already invested in discoverability.
• Undefined Digital Presence: The company required a website upgrade, but required a data-backed strategy to ensure the site was optimized for user engagement, conversion, and authority.

The Solution

Arda partnered with Tenpoint Labs to drive their new sales pipeline and engineer their growth flywheel. The engagement began with instrumentation to maximal data capture of their funnel, and data ingestion and analysis to build a comprehensive 360-degree understanding of Arda's product and services, ideal customer profile (ICP), and competitve landscape. This foundational intelligence informed every subsequent strategic action.

Tenpoint deployed its suite of AI-enabled content services to systematically build Arda's market authority from the ground up:

1. Internal Customer Analysis: Tenpoint analyzed Arda’s internal data (website performance, customer calls, and revenue funnel data) to create a comprehensive ICP model and understand existing channels of growth: Instagram, Word of Mouth, and Warm Network.
2. External Market Analysis and Search-Spatial Mapping: Tenpoint ingested the websites of Arda’s five closest competitors, analyzing every page and identifying topic clusters and search queries. This allowed Tenpoint to identify significant growth opportunities in traditional growth channels such as Google, Yahoo, and Bing for their market.
3. Fueling the Long-Form Content Engine: Tenpoint ignited Arda's content production, moving them from zero to an average of 20,000 words of expert-driven long-form content per month. These blog posts were strategically crafted to break down complex manufacturing concepts into digestible, SEO optimized articles to capture new buyers on those identified channels.‍
4. Omnichannel Growth & Channel-Native Amplification: Majority of inbound customers were attributed to Instagram Reels. Recognizing this existing strength in video, Tenpoint opened up two new acquisition channel experiments: video content from Instagram to two new high-growth channels: YouTube Shorts and TikTok. This unlocked entirely new audiences and created powerful, non-paid traffic streams. Within four months, YouTube became the second-largest source of referral traffic to the Arda website.‍
5. Conversion-Focused Website Optimization: Working in collaboration with Arda's design team, Tenpoint helped restructure the website for improved usability and conversion. This included creating new, high-value content collections for comparison guides, case studies, and press, turning the website into a true resource hub.‍
6. Engineering Dominance in AI Search: Anticipating the shift in buyer behavior towards AI-powered search, Tenpoint ran a targeted earned media campaign to build Arda's digital presence via strong publications such as Market Watch, Assembly Magazine, Fidelity, and Yahoo Finance. This initiative was designed to increase Arda's visibility and authority across platforms like ChatGPT and Perplexity, positioning them as a definitive source for industry queries.

Throughout the process, Tenpoint operated as an “internal employee” completely embedded as a part of the Arda team, providing weekly updates to ensure every activity was aligned with broader marketing goals and campaigns, from conference support to newsletter development.

The Results

By implementing a disciplined growth strategy, Tenpoint transformed Arda's digital presence and data into fuel for a powerful customer acquisition engine, resulting in a boost across the entire inbound funnel - from inbound traffic, website conversion, inbound qualified leads, and customer conversions. The results demonstrated a clear and immediate return on investment.

Key performance outcomes include:

• A 300% increase in organic traffic to the website.
• A 420% increase in organic search impressions.
• A 200% increase in referral traffic from ChatGPT.
• Incremental reach of 510,000 views on YouTube Shorts and 230,000 views on TikTok within six months.
• #1 or #2 ranking position for Arda’s "Free Kanban Card Generator" tool across Google (including traditional and AI search), ChatGPT, and Perplexity.
• Surface-area dominance in AI search, with Arda appearing in answers for over 1,000 niche, long-tail queries.

By partnering with Tenpoint, Arda not only unlocked exponential growth in its inbound pipeline but also established itself as an authoritative voice in its category. The company is now positioned to own discovery wherever its future customers are looking, with a scalable content engine built for long-term, sustainable growth.