Omniscient

Building organic growth programs for ambitious B2B brands. Custom strategy, relentless execution, and mapping of our actions to business KPIs like qualified leads and revenue (not just ranking improvements or vanity traffic). 

Clients: SAP, Adobe, Jasper, Hotjar, Loom, Order, and many more.

Want to work with me? Shoot me a message.

Co-Founder

Workato

I led the experimentation team and program, which worked on optimizing lead generation and acquisition across web and paid channels. We ramped up experiment velocity from zero true controlled experiments to 20+ per quarter and refactored our digital analytics to enable trustworthy data.

Experimentation

HubSpot

Bringing thousands of net new product users to HubSpot via SEO, CRO, content, and other interesting channels, tactics, and ideas.

Built out a net new acquisition channel we call the "Surround Sound Strategy." In addition, product management and product development for a series of internal data products to enable scale for our SEO and acquisition teams.

Senior Growth Marketing Manager, User Acquisition

I work on freemium user acquisition at HubSpot, where I leverage data to prioritize the highest impact projects and experiments to bring in thousands of net new product users.

I spend a lot of time analyzing data, working with our world class SEO, content, and CRO teams, running experiments, and asking the toughest business questions I can think of (and then trying to find creative answers and solutions to them).

Growth Marketing Manager

ConversionXL

CXL is the go-to resources for data-driven marketing and conversion optimization consulting. We run a CRO agency, a digital marketing training platform, and a very popular blog.

I started as a content marketer, growing the blog from 125k visits a month to 250k visits a month within the first year. This was achieved through a combination of strategic SEO, wider content distribution and promotion, and content experiments.

After launching the CXL Institute in May 2016, I've moved into a more typical growth marketing/product marketing role. This includes mapping out OKRs and KPIs, managing growth experiments, building out paid acquisition funnels, and crafting product messaging (landing pages, customer email marketing and push, lead generation sequences, and other brand touch points). 

In addition, my job is also heavily analytical, working with our developers to implement robust product and marketing analytics to make sure we're making the smartest decisions possible. 

-Speaker at The Email Design Conference (2016)
-Speaker at Content Promotion Summit (2016)
-Lecturer at MarketingProfs University (2016)

Specialities and Responsibilities:
Content Marketing
Email marketing
Marketing automation
User onboarding
Funnel optimization
A/B Testing/Experimentation
SEO/SEM/PPC
Project Management
Partnerships and Outreach
Google Analytics/SQL/R

LawnStarter

LawnStarter is a platform which allows consumers to book lawn care service from high quality providers, and manage their relationship with the provider thereafter. Additionally, LawnStarter provides contractors with much-needed backend infrastructure to help them scale their businesses. TechStars class of 2014.

I joined the founding team of LawnStarter as employee #1. During this time, we raised a $1M seed round and scaled the business into multiple new markets. My daily tasks varied quite a bit - at a startup you wear many hats. But my primary contributions were content strategy and operations. With the COO, I formed a content/PR/SEO plan and helped with marketing strategy. Some of my blog posts gathered >100k unique page views, and we were featured in publications like VentureBeat, Forbes, USA Today, Inc., Tech Cocktail, and Xconomy. I also served as the in-house copywriter, writing ~50 unique landing pages in under 24 hours for the new website launch. 

The other side of my role was operations. In this capacity, I managed all of our contractor and client accounts in Austin, Northern Virginia, DC, and Orlando. I acted as both the account manager and the customer success representative, handling customer interactions across multiple channels. Finally, I helped with contractor onboarding and inside sales. Working at LawnStarter was like startup bootcamp, and the founders taught me a ton about running a successful business.

Specialities:
Copywriting
Content marketing
Content strategy
Public relations
Marketing communications
Operations
Sales
Business Development
SEO
Customer Support
Account Management

City Manager and Content Strategist

Co-founder @ Omniscient Digital | Growth Advisor

I'm the co-founder of an organic growth agency - Omniscient - that drives attributable growth outcomes through content & SEO for ambitious B2B brands. 

Before that, I ran the experimentation team and program at Workato. We went from zero true controlled A/B tests to 20+ per quarter and revamped our digital analytics infrastructure while I was there. 

Before that, I worked on freemium growth at HubSpot (also having a short stint doing product management for a new social launch). We invented a new organic strategy called the "surround sound strategy." Later on, Semrush built a tool based on our new approach. My team drove thousands of net new freemium signups across our various product suites. 

Before that, I ran growth and content at CXL and helped launch CXL Institute. I did a little bit of everything there, from managing our Google Adwords and Facebook Ads to running webinars, creating content, and running A/B tests. 

Now, I write mainly at alexbirkett.com and live in Austin, Texas with my dog Biscuit

What's in a name? 

According to LinkedIn discourse, a whole lot of debate and discord. 

Right now, it's about AEO vs GEO vs SEO (Search Everywhere Optimization) vs all kinds of other acronyms. 

When I worked in experimentation, it was continual flare ups around the acronym "CRO" and all the limitations inherent in the name. 

In any case, we (as in Cate) pulled several hundred SEO jobs descriptions and analyzed them to see how many included responsibilities around AI search (roughly a third did). 

The secondary question was "what do people call this dark art?" 

The answer, evidently, is either GEO or AEO (with GEO currently taking the lead). 

I was surprised to see SGE pop up so frequently, but my hypothesis there is that many people use AI to write job descriptions, and SGE, being an early name in AI search, is in the training data and still being output on one-shot prompts for job descriptions. I notice ChatGPT will sometimes use this term when I'm pulling together materials for a sales deck or memo. I don't know, though - shot in the dark. 

For what it's worth, I tend to use whichever acronym the CMO I'm talking to uses. Or just "AI search."  

I don't like LLMO, though. Gotta stick to the TLA (three letter acronym) format!

Alex Birkett

Co-founder @ Omniscient Digital | Ex-Growth @ HubSpot, Workato, CXL

How are SEO roles changing with AI search?

Cate D. scraped roughly 30,000 job postings in North America from LinkedIn using a wide set of SEO-related job titles, though not all results were true SEO roles. After filtering, she isolated a final set of 643 unique SEO job postings for analysis.

The jobs were spread evenly across director+, manager, and individual contributors. 

I was surprised that only 1/3 or so included AI search requirements. Before the research was conducted, I predicted the opposite - which probably speaks to the fact that I'm so immersed in the tech / SaaS world, where AI search is all we talk about now. 

We also found that "GEO" was the most commonly used acronym, with "AEO" very close behind. 

Full report here: https://lnkd.in/ezmYaFH8

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