Cube Software is an AI-powered financial intelligence platform built for modern FP&A teams. By integrating directly with Excel, Google Sheets, PowerPoint, Slack, and core financial systems, Cube helps finance teams automate planning and reporting workflows without changing how they work. Based in New York City, Cube has grown from a Seed-stage startup into a Series B company and category leader in FP&A software.
Growth Marketing Pro began working with Cube in December 2020, making Cube one of GMP’s earliest clients. Over the course of a 5+ year partnership, GMP helped build Cube’s inbound traffic from the ground up—growing traffic from virtually zero to more than 60,000 monthly visitors.
And as AI search reshaped how buyers discover software, Cube hasn’t just maintained its search leadership—it became one of the most visible FP&A brands across generative AI platforms. One recent moment made that especially clear. During a board meeting, the discussion turned to the future of SEO and whether it still made sense to continue investing heavily in organic search. To test it, board members each opened ChatGPT and independently asked different variations of the same question: “What’s the best FP&A software?” (using slightly different wording).
Every person received the same recommendation: Cube. That moment perfectly illustrated how years of strategic SEO, authority building, and AI optimization can translate into real visibility where modern buyers are searching.
Table of Contents
Challenges and Objectives
At the beginning of the engagement, Growth Marketing Pro and Cube created several objectives to address key challenges:
- Build inbound website traffic from scratch
- Establish authority in a competitive FP&A software market
- Generate scalable, high-intent pipeline for sales
- Improve conversion rates across organic and paid acquisition channels
- Increase visibility in AI-driven search and recommendation platforms
- Scale paid acquisition efficiently while maintaining strong ROAS
SEO Strategy and Execution
SEO served as the foundation of Cube’s inbound growth strategy. GMP built a comprehensive program focused on establishing category leadership in FP&A, capturing high-intent search demand and continuously improving traffic-to-pipeline conversion performance.
Building Industry-Leading Content
GMP developed a comprehensive SEO and content strategy focused on establishing topical authority within FP&A and strategic finance.
Key initiatives included:
- Creating “best of” blog listicles targeting high-intent commercial keywords
- Publishing competitor comparison pages designed for bottom-funnel buyers
- Developing strategic finance educational guides
- Launching glossary pages to capture informational search demand
- Building optimized product and service pages aligned with search intent
- Expanding topical authority around strategic finance initiatives
This content strategy enabled Cube to steadily grow rankings across both educational and commercial search queries.
GMP also initiated these key SEO tactics:
- Rigorous Content Refresh Strategy: Rather than treating content as static assets, GMP implemented an aggressive refresh cadence across top-performing pages. The team performed multiple rigorous page refreshes each year on key traffic and conversion drivers. They also conducted metadata testing and optimization to improve CTR. These ongoing refreshes helped Cube sustain rankings and improve traffic efficiency over time.
- Strategic Link Building: To strengthen domain authority, GMP executed a layered link-building strategy that combined both regular and premium placements on authoritative industry publications. This significantly improved Cube’s authority within the FP&A software category.
- Conversion Rate Optimization: SEO growth was paired with conversion optimization initiatives to maximize pipeline generation. Key CRO efforts included A/B testing website CTAs, refining landing page messaging, and launching gated financial templates as lead magnets.
One of the most successful initiatives was an A/B testing, analysis, and implementation of gated templates, which became a major driver of inbound leads.
Paid Media and ABM Strategy
As Cube’s organic presence grew, GMP expanded the company’s acquisition strategy with a highly targeted paid media program designed to generate qualified pipelines and accelerate revenue growth. By combining performance-driven paid search campaigns with sophisticated account-based marketing (ABM) initiatives, GMP helped Cube reach high-intent buyers throughout the customer journey while maintaining strong return on ad spend.
Paid Search Optimization
GMP expanded Cube’s acquisition strategy through highly optimized paid search campaigns focused on revenue generation rather than vanity metrics.
The paid search strategy included:
- Optimizing bidding toward down-funnel conversion signals
- Bidding specifically for sales-qualified opportunities
- Improving branded search efficiency for incremental ROAS
- Running continuous ad copy and creative testing
- Refining keyword targeting based on pipeline performance
This allowed Cube to scale paid acquisition while maintaining profitability.
LinkedIn and Facebook ABM Campaigns
To support Cube’s sales organization, GMP implemented a targeted account-based marketing strategy across LinkedIn and Facebook.
Campaign tactics included:
- Thought leadership advertisements targeted to finance leaders
- InMail conversation ads with relevant offers
- Continuous creative testing
- Personalized audience segmentation
Targeting was built using:
- Assigned Salesforce accounts
- ICP-enriched account lists
- Keyplay named accounts
- G2 intent signal audiences
This ensured paid spend focused only on highly relevant accounts and buying committees.
GEO and AI Visibility Strategy
As AI-driven search behavior accelerated, GMP helped Cube establish itself as a leader in AI visibility and generative engine optimization (GEO).
Review Site and Third-Party Optimization
GMP improved Cube’s visibility across AI citation sources by:
- Updating and optimizing G2 and Gartner profiles
- Securing 8+ placements on authoritative third-party websites
- Refreshing Cube’s Wikipedia page
- Optimizing YouTube content for AI discoverability
Results
Cube’s partnership with Growth Marketing Pro produced measurable growth across SEO, AI visibility, and paid acquisition.
SEO Results
Over five years, GMP helped transform Cube from a Seed-stage startup with little organic visibility into one of the most recognized brands in the FP&A software category. Through a combination of optimized content, technical SEO, link building, and CRO, organic search became one of Cube’s largest sources of pipeline and revenue.
- Grew inbound traffic from virtually zero to 60,000+ monthly visitors
- Built an organic pipeline generating approximately 700 leads per month
- Drove roughly $1.2M in monthly revenue through organic pipeline growth
- Achieved #1 rankings for many of Cube’s highest-priority keywords, including best FP&A software, AI forecasting, financial reporting software, and more
Paid Media Results
GMP’s paid acquisition strategy focused on driving measurable business outcomes rather than optimizing for surface-level metrics. By aligning campaigns with sales-qualified opportunities and revenue goals, Cube was able to scale paid media efficiently while maintaining strong returns:
- Generated more than $1.5M in annual revenue from PPC campaigns
- Maintained approximately 250% ROAS across paid acquisition efforts
GEO and AI Visibility Results
As AI-powered search and discovery channels emerged, GMP helped Cube establish an early leadership position through a dedicated GEO and AI visibility program. Within months, Cube became one of the most visible brands in its category across AI platforms and LLM-generated recommendations. Results included:
- Increased AI referral traffic from 0 to 150 leads per month
- Improved Cube’s AI visibility ranking from #6 to #2
- Significantly increased citation frequency from Cube-owned web properties
- Expanded traffic and visibility from LLM-driven discovery channels
The impact extended beyond rankings and referral traffic. During a board discussion about the future of SEO investment, multiple board members independently asked ChatGPT variations of “What’s the best FP&A software?” Despite using different prompts, each received Cube as the recommendation—a real-world validation that Cube had become one of the most trusted and visible brands in its category across AI search.
Client Testimonials
“GMP helped us become industry leaders in AI visibility in just 4 months of our GEO program.”
— Jackie Duggan, VP of Marketing
“We now rank #1 for all the keywords we care about. We started working with GMP in 2020 and they’ve done so well that traffic continues to grow today.”
— Christina Ross, CEO
Conclusion
Cube’s growth story demonstrates the power of combining long-term SEO strategy with paid acquisition, CRO, and emerging AI visibility initiatives. What began as a Seed-stage engagement evolved into a comprehensive inbound growth partnership that helped establish Cube as a leader in FP&A software.
By building a scalable content engine, optimizing conversion pathways, and adapting early to AI-driven search trends, Growth Marketing Pro helped Cube generate consistent pipeline growth while strengthening its market authority.
Ready to see how Growth Marketing Pro can drive growth for your business? Schedule an introductory call with our team.
