When Heather Sadorf, Vice President of Marketing at 1SEO Digital Agency, took the stage at the Zenith Digital Marketing Conference, she didn’t just share a case study—she delivered a marketing playbook that growth-minded business owners could start using immediately. With over 15 years of hands-on experience, Heather has become known not just for her sharp strategy but for crafting scalable systems that get results.
In 2024, she led 1SEO through a bold shift that holds powerful takeaways for any business ready to grow smarter.
Here’s how you can apply the same strategy.
Heather described 2024 as a “spirit journey” for 1SEO—one that’s relatable to any business owner trying to scale strategically. After adopting the Entrepreneurial Operating System (EOS) and mapping aggressive revenue goals, the team realized their next chapter required going upmarket.
The problem? They hadn’t built enough credibility with enterprise-level clients yet.
So instead of throwing more money at the problem, Heather got strategic—and scientific.
She cut all ad spend. Then, she started running controlled experiments, treating their growth strategy like a lab project: hypothesis, test, analyze, iterate.
What you can take from this: Sometimes, stepping back from conventional tactics opens the door to more focused, cost-efficient growth. Consider where your budget is really moving the needle—and where it’s just noise.
With just a three-person team, Heather leaned into automation and AI to punch above their weight. The strategy unfolded in four key phases:
It all began with ruthless focus. The team identified revenue segments, best-performing verticals, and then zoomed in on decision-maker roles—from solo practitioners to CMOs at major franchises. The result? A sharply defined list of 110 high-potential targets.
Try this in your own business:
Inspired by Using Behavioral Science in Marketing, Heather built a content strategy around emotional decision-making and loss aversion—one of the most powerful psychological triggers in B2B marketing.
And because time and resources were tight, automation and AI became key players:
The result was scalable, emotionally resonant, hyper-targeted content—delivered at a fraction of the usual cost.
What this means for you:
Heather called this stage “Swipe Right.” Using tools like Apollo, ZoomInfo, and Demandbase, the team built segmented prospect lists and engaged prospects via social media, relying on creative outreach to open doors with cold leads.
How to replicate it:
Finally, 1SEO ran tight A/B testing cycles, measuring everything from click-through rates to CAC. In just eight weeks, they generated:
Steal this tip: Make small, fast iterations a habit. You don’t need months-long campaigns to see big wins. With the right metrics in place, you can pivot quickly and stay ahead.
One of the most talked-about moments in Heather’s presentation was her decision to turn off all search ads. The move forced the team to innovate in organic and outbound channels and pushed the boundaries of how marketing can generate demand from scratch.
Consider this in your own strategy:
Sometimes, the boldest moves unlock the best outcomes.
Heather described her multi-channel strategy as “The Unicorn Effect”—appearing in the right place, with the right message, at the right time. It’s not just about visibility; it’s about making a memorable impact that positions 1SEO as the obvious choice for upmarket clients.
How to apply it: Deliver relevant, resonant messages across multiple channels, and use automation and AI to maintain consistency without sacrificing quality.
Heather closed her talk with four guiding principles —each one directly applicable to your business:
Heather Sadorf’s story isn’t just about what 1SEO achieved—it’s a tactical guide for you to follow. Whether you’re running a small business, growing an agency, or scaling a franchise, the strategies shared at Zenith offer a framework you can use to land better clients, streamline your process, and amplify your marketing impact.
You don’t need a massive team or an endless ad budget—just a smart strategy, a bit of courage, and the tools to put your plan into action.
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