Marketing progression.
The running story of how PerkUp marketing got here — every entry linked to its original Slack post.
How to read this
This is the running progression of PerkUp marketing — the decisions, launches, experiments, and course-corrections posted in the #marketing Slack channel, oldest to newest. Each row links straight to the original post. It is the qualitative companion to the quantitative Analytics & Reporting log.
Entries are drawn from the Slack History & Learnings (#marketing) harvest. The list is curated for significance, not exhaustive; open the source sheet for the full archive.
This is a cache, not the live channel. The harvest
runs through 2024 in the #marketing channel. The most recent recurring reports (MQL, Reddit,
GSC) live on the Analytics pages; refresh this log from
Slack when the channel crawl is re-run.
2021
| Date | What happened in #marketing | Slack |
|---|---|---|
| 2021-02-16 | PerkUp briefed copywriter Sam on building per-perk-category SEO landing pages and a 'Fair & Flexible Movement' thought-leadership page. | open |
| 2021-02-21 | Thomas framed customer-understanding and value-proposition definition as ongoing marketing work. | open |
| 2021-03-14 | Thomas proposed a LinkedIn scarcity post advertising '4 early access spots left' to drive sign-ups. | open |
| 2021-03-14 | Nicole sourced content and marketing-strategy ideas plus templates from Alice, head of marketing at Procurify. | open |
| 2021-03-16 | Team aligned on consolidating perk/category/country SEO landing pages under one 'Perks' top-nav tab with a dropdown. | open |
| 2021-03-27 | PerkUp published its first case study, 'How Gatherly uses PerkUp to scale their remote culture,' on the website. | open |
| 2021-04-06 | A partner ('Jason' re: Nespresso) committed to create custom pod subscriptions for PerkUp and invest marketing dollars. | open |
| 2021-04-06 | PerkUp built a referral mechanic: a 'Share PerkUp on LinkedIn' help-center article to drive employee advocacy. | open |
| 2021-04-20 | Cameron Soregaroli joined the marketing team and was asked to make a LinkedIn announcement post about joining PerkUp. | open |
| 2021-04-21 | Team positioned Webflow proficiency as crucial for inbound lead generation and started onboarding Cameron onto it. | open |
| 2021-04-28 | PerkUp's LinkedIn announcement about Cameron's hire earned 40+ likes, an early social-engagement milestone. | open |
| 2021-05-03 | Thomas pushed an SEO focus, flagging the need to rewrite page titles/descriptions to rank better and pointing the team to Webflow's SEO guides. | open |
| 2021-05-13 | Team produced a product demo video, testing Loom (and earlier VideoAsk) for a 2-minute walkthrough. | open |
| 2021-05-15 | Major homepage refresh shipped: added demo video, released customer logos, updated hero H1 copy, and adjusted CTAs. | open |
| 2021-05-17 | Positioning shift: team agreed to emphasize PerkUp's flexible and inclusive aspect over savings in messaging. | open |
| 2021-05-19 | Brand-language decision: avoid the term 'stipend' because it means too many different things. | open |
2022
| Date | What happened in #marketing | Slack |
|---|---|---|
| 2022-01-28 | PerkUp's domain rating kept climbing, reflecting growing SEO authority. | open |
| 2022-02-03 | Set a goal to get listed on third-party review/buyer-guide sites (SelectSoftwareReviews employee rewards guide). | open |
| 2022-02-18 | Set a milestone target: hit $1M annual GMV through Amazon Business to become eligible for Amazon Business co-marketing. | open |
| 2022-02-23 | Contentellect published a case study on PerkUp's organic-traffic growth via keyword clustering. | open |
| 2022-03-09 | PerkUp ran a hiring-announcement LinkedIn campaign (CX/sales roles) with the broader team amplifying it. | open |
| 2022-03-14 | Produced a PerkUp x Formstack case study (submitted to Formstack for approval) and refreshed the sales 'one-pager'. | open |
| 2022-03-27 | Organic traffic grew steadily over three months; Thomas credited Cameron's weekly SEO execution. | open |
| 2022-03-28 | Built a Google Data Studio traffic dashboard and identified referral traffic as a key weakness needing high-quality links. | open |
| 2022-04-04 | Launched a Swag rewards landing page targeting the high-volume 'company swag' keyword. | open |
| 2022-04-06 | Coordinated a launch announcement for PerkUp's Amazon (Business) capability, supported by Amazon marketing materials. | open |
| 2022-04-12 | Ran a guerrilla recruiting experiment, handing out flyers/brochures around Waterloo and Kitchener campuses. | open |
| 2022-04-15 | Updated the marketing homepage hero heading and home/footer sections as part of a spring site refresh. | open |
| 2022-05-02 | A cohort of new hires/co-ops joined PerkUp (Ryan Chen, Sam Jia, Diego Dorantes-Ferreira, Kevin Daniel, Josh Dall'Acqua) and were onboarded into LinkedIn advocacy. | open |
| 2022-05-02 | Channel learning: Zapier zaps break if the email form field contains any uppercase; team standardized lowercase email fields. | open |
| 2022-05-02 | Cameron booked an evaluation call with content agency Very Good Marketing (recommended by OpenPhone). | open |
| 2022-05-08 | Migrated all Webflow lead-capture forms to Overloop forms, implemented as reusable symbols for single-point edits. | open |
2023
| Date | What happened in #marketing | Slack |
|---|---|---|
| 2023-01-26 | Produced a Secureframe case study and shared it on LinkedIn; PerkUp's logo appeared on partner sites. | open |
| 2023-03-23 | Decided to trim Ortto marketing contacts to admins and managers only to cut ~$100 cost of holding all members. | open |
| 2023-04-10 | Brandon Brown joined the marketing team in a content/social role; team coordinated a LinkedIn hire announcement. | open |
| 2023-04-26 | Diagnosed that organic traffic fell off sharply after November, coinciding with pausing blogging and site updates. | open |
| 2023-05-16 | Launched PerkUp social presence on TikTok and Instagram, registering business accounts and storing logins in 1Password. | open |
| 2023-05-25 | Launched an HR-leader interview/podcast content series, booking customer HR contacts as guests. | open |
| 2023-06-16 | Brand-color shift from orange to purple; updated LinkedIn emoji and collateral to match the new primary color. | open |
| 2023-07-17 | Ryan Antooa joined to own social/content; planned a post and a handoff of the PerkUp LinkedIn page to him. | open |
| 2023-07-21 | Migrated marketing operations from Notion into ClickUp: blog management, SOPs, content calendar, and a social media calendar with a request form. | open |
| 2023-07-26 | Decided to remove the wellness landing page since wellness was no longer a core product and distracted in sales calls. | open |
| 2023-07-26 | Launched a manager-activation email drip campaign targeting managers who hadn't yet sent a reward. | open |
| 2023-07-31 | Rebranded the Twitter/X handle from perkupcard to perkup_app and bought followers to boost G2 relevancy. | open |
| 2023-08-01 | Stood up a HubSpot MQL pipeline: leads now flow FormSpree to HubSpot and a Marketing Channel Dashboard tracks MQLs. | open |
| 2023-08-04 | GA4 analysis revealed 43.5% of marketing-site users were on mobile and growing, flagging mobile-UI work. | open |
| 2023-08-08 | Brex gave PerkUp a public LinkedIn shout-out. | open |
| 2023-08-11 | Built an email marketing calendar in ClickUp and decided to consolidate all contacts into HubSpot for scheduling/automation. | open |
2024
| Date | What happened in #marketing | Slack |
|---|---|---|
| 2024-01-03 | The new Framer-built marketing site went live on perkupapp.com, completing the Webflow-to-Framer rebuild. | open |
| 2024-01-06 | Added blog pagination 'load more' on Framer so all blog pages stay indexed for SEO after the migration. | open |
| 2024-01-12 | Performance fix flagged: Countries page shipped ~130MB of images causing Safari image-scaling slowness. | open |
| 2024-01-25 | Jenessa Ayag joined as a blog writer to publish content in Framer and run LinkedIn posting. | open |
| 2024-01-25 | Goran proposed adopting Microsoft Clarity for heatmaps, session recordings, and analytics on the marketing site. | open |
| 2024-01-29 | Reverted blog meta descriptions to the originals after a new set confused Google, with SEO-keyword meta now a required field. | open |
| 2024-02-15 | Micaela Mendelsohn joined as a graphic designer for marketing emails, LinkedIn assets, and Framer social images. | open |
| 2024-02-20 | Moved email marketing to Loops, setting up separate unsubscribe options so newsletter opt-outs don't drop product-update emails. | open |
| 2024-02-26 | Launched a project to build a Framer CMS page for every HRIS integration PerkUp supports, targeting one publish per day for SEO. | open |
| 2024-02-27 | Kicked off a project to index PerkUp's physical gift catalog on Google, planning new Framer page templates per gift category. | open |
| 2024-03-22 | Consolidated marketing planning into a Wrike marketing calendar, moving plans off Figma. | open |
| 2024-03-27 | Migrated marketing project management to Monday.com, replacing Wrike for LinkedIn posts, newsletters, and blogs. | open |
| 2024-04-05 | Adopted Tability (via Tabby bot) to track Marketing OKRs, with Q2 2024 targets for organic traffic, MQLs, LinkedIn engagement, and newsletter. | open |
| 2024-04-11 | The new gifts index began producing inbound organic traffic, with clicks and impressions appearing in Google Search Console. | open |
| 2024-04-30 | Centralized all marketing activities (newsletters, LinkedIn, blogs, case studies, new pages) into Monday.com with Mica leading planning. | open |
| 2024-05-02 | Started defining an Ideal Customer Profile (ICP) doc to sharpen marketing targeting. | open |
Source: Slack History & Learnings (#marketing). Curated for significance; the #marketing harvest currently runs through 2024. Recurring quantitative reports live under /marketing/analytics/.