An agency partner that thinks like an owner
Growth Plays is a content and SEO/AEO consultancy that specializes in helping B2B SaaS, dev tools, and investment funds grow their market presence through search, build trust with buyers, and drive pipeline.
What makes us
different
Being a partner to our clients goes beyond deliverables and dashboards. Our goal is to help you feel a sense of ownership over your content program, search as a channel, and AI in a time where it feels harder and harder to do that.
SEO is undergoing seismic shifts. Every day brings new models and new tactics, all wrapped in jargon and FOMO so marketing leaders never feel like they’re doing enough. They’re being pressed for answers, but the conversation on these topics on social media is full of conjecture presented as fact and scare tactics as lead generation for influencers.
As a strategic partner, our value isn’t just in the work itself, but the educational foundation of the relationship. We proactively keep you updated on the state of the industry, distilling down what’s important to your business, not just what’s buzzy on social media.
We want you to feel confident enough to advocate for your work, win more budget, and answer those “I just saw this on LinkedIn, what are we doing about this?” messages from your leadership team without the usual cortisol spike.
“Any time something that could impact our business changes in search, Growth Plays lets us know about it before we even hear of it elsewhere. The team lets us know what’s going on, and even if they don’t have an answer right away, we know they’re looking into it. With other agencies I’ve worked with, I have to surface these things to them, ask what I should do, and then wait two weeks for an answer.”
What else you get when you work with Growth Plays:
You get the support of a senior team with business acumen to match their SEO/AEO and AI chops.
Everyone who works on your account has years of agency and in-house experience. You don’t get passed off to junior employees after you sign.
You get an agency that starts with understanding your business’ goals, objectives, and problems.
We base your strategy on that instead of force fitting your entire program into templated deliverables and rigid delivery schedules.
You get a partner that educates you and keeps you updated on changes in search and AI.
If something changes the game, we’ll surface it and make sure you’re ready for questions from your team.
You get proof that the work is paying off.
We build attribution for organic and AI-driven demand from day one, using your existing stack plus self-reported attribution and sales call evidence. Real pipeline numbers, not just traffic charts.
You won’t be anxious to put us in front of your executives.
We don’t go into strategic calls talking about backlinks and rankings. Our clients share our strategies, advice, and reporting fearlessly and win the trust of their stakeholders.
You get world-class content engineering and AI support.
Our AI systems and tools will put your team at the forefront of your industry without requiring you to spend your weekends editing skill files and vibe coding.
You get content that only you can create.
We start with your thought leadership and product marketing to help you create content that speaks the language of the buyer and is as readable as it is discoverable.
You get technical SEO experts who don’t just hand you a spreadsheet with 58 “critical” items.
We provide audits, monitoring, and technical guidance for complex site work like migrations that make WebOps teams breathe a sigh of relief.
How we
work
Strategy cannot be separated from execution. Growth Plays embeds with your team to help set the initial strategy, and then we execute for you and with you.
We’re constantly learning from what we do and using it to tweak the strategy so we’re always operating at your tempo. We’re also not afraid to throw it out and pivot with you if that’s what it takes.
We start with a strong foundation of product knowledge that feeds agentic workflows, audits that prioritize your site’s discoverability, and multiple methods of attribution and measurement. That foundation keeps us oriented for the long-term. But we retain the flexibility you need for the inevitable pivot, and we do it without starting from zero every time.
Things are moving fast for all of our clients - we can’t afford to be yet another agency that delivers a list of keywords and a site audit and then falls apart when something changes on your end.
What does that mean?
If new topics are emerging in your category, we’ll find them and help you plant a flag on them early.
If changes in search or AI are going to affect your program, we’ll brief you on them so you already know how to answer if stakeholders ask.
If you have an upcoming launch, we’ll help you support it with content even if it wasn’t part of the original plan.
We don’t shy away from the messy reality of B2B marketing right now. Most strategies have a short half-life today and agencies truly show their value when they have to pivot from the neatly packaged plan they gave you at kickoff. That’s what we’ve built our agency on, and that drives all of the work we do for our clients.
Who we
work with
We primarily work with B2B companies. High-growth SaaS, AI-native or AI-ambitious companies, and dev tools make up the majority of our client list, with some investment funds and B2B services mixed in.
We do our best work for companies that:
Have at least one other channel generating consistent pipeline - they aren’t looking at SEO/AEO as a last resort
Have complex products and need their content to speak to both technical and economic buyers
Prioritize content quality vs. publishing high volumes of typical SEO content
Have someone internally - an individual or a team - who owns and advocates for content
Aren’t a vertical-specific solution (think: “vector database for fintech” vs. “vector database”). Those can be great businesses, but the TAM for search is often too small to justify a long-term investment in the channel
If you need a partner that can win over the C-suite, help your SMEs write great content, and get into your CMS to fix broken links all in the same day, we’re ready to start.
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