From single digits to tens of qualified meetings a month. 90 to 95% of it inbound.

Publish for every term buyers use while they learn the category. For Aavenir, Lemniscate Growth targeted contract lifecycle management, obligation management, obligation flow and related searches with continuous website content, added category-specific gated assets and a maturity assessment, and optimised for AI answer engines. 90 to 95% of results came from inbound.

Combine category search with account-based marketing on the same target list. Aavenir, which builds contract lifecycle management natively on ServiceNow, used SEO, AEO and GEO content, gated assets and a maturity assessment for inbound, plus tiered ABM sequences across email and LinkedIn. Qualified meetings rose from single digits to tens a month.

Yes, if buyers research with AI assistants, and enterprise buyers increasingly do. Answer engine and generative engine optimisation make your pages easy for AI tools to quote. Aavenir's programme with Lemniscate Growth covered SEO, AEO and GEO together, and 90 to 95% of its results came from inbound.

Aavenir, an AI contract lifecycle management platform built natively on ServiceNow, grew qualified meetings from single digits to tens a month mainly by being found. Continuous website content targeted the searches procurement, legal, finance and IT buyers run, and pages were structured for AI answer engines as well as Google. Category-specific gated assets and a maturity assessment gave buyers something useful before any sales contact. Between 90 and 95% of results came from inbound.

Aavenir's inbound buyers came through contract lifecycle management, obligation management, obligation flow and related searches. Because that vocabulary is still settling, buyers of the ServiceNow-native CLM platform search in fragments, so Aavenir published for each variant instead of relying on a single head term. Keyword clusters were organized by use case and role, and content went live continuously. Its visibility for those searches now extends to AI answer engines, not only Google.

Aavenir mapped what each of its four buying centers needs to believe, and what each searches for, before asking any of them for a meeting. A single message for its ServiceNow-native contract lifecycle management platform would reach one group and miss three. So procurement, legal, finance and IT each got their own questions answered, with industry context for banking, healthcare, manufacturing, energy and the public sector. Account-based outreach then worked the same tiered account list from the other direction.

It suits companies whose conditions resemble Aavenir's. The AI contract lifecycle management vendor sells on ServiceNow into several buying centers, in a category whose terms buyers are still learning, with enterprise cycles long enough for content to shape the evaluation. It also committed to publishing continuously and to aiming outbound at the same accounts. If your buyers do not research through search or AI assistants, or you cannot sustain steady publishing, expect a different channel mix.