Inside Olivine #34
Olivine by the Numbers — The 2024 Edition
Hi there! I’m Daniel, better known as “Coco” around here, Olivine’s VP of Ops and an Argentinian expat enjoying life in sunny Portugal. As we closed out another incredible year, I couldn’t help but reflect on my almost four years with Olivine—watching it evolve from a small agency into the dynamic, multifaceted company it is today. So, what better moment to bring you this special 2024 recap edition of our newsletter?
I won’t sugarcoat it: 2024 wasn’t always smooth sailing. The tech industry faced turbulence, clients tightened budgets, and we navigated more than a few unexpected curveballs.
But if there’s one thing Olivine has proven time and again, it’s that resilience is part of our DNA. The big, shiny metrics we’ve celebrated in years past didn’t always move in the direction we wanted, but this year taught us how to evolve with intention, creativity, and grit. Let’s dive into the numbers and the stories behind them.
Our Team
In 2023, we were a team of 24. In 2024, we became leaner at 20—a 17% decrease. Saying goodbye to some truly wonderful colleagues was tough. But this wasn’t about losing ground; it was about recalibrating. We tightened our core to stay nimble, support one another, and focus on the work that matters most. If anything, 2024 reminded us that going lean often sparks efficiency, creativity, and deeper empathy in how we collaborate.
Our Search Visibility
On the SEO front, we held our ground and then some. We snagged 32 keywords in the top 1-3 —an 18.5% increase from the previous year—and skyrocketed our top 4-10 keywords to 108 (a 151% jump!). Our total tracked keyword universe also grew nearly 27%, reaching 1,815. While SEO is not a direct reflection of pipeline or revenue, these metrics signal something bigger: our thought leadership, brand authority, and consistent content quality continue to rise above the noise. In a year when everyone was scrambling to stand out, we kept showing up–and it’s paying off.
Website Traffic & Leads
Our pageviews fell by 35%. Ouch. But there’s more to the story. Unique visitors increased by nearly 37%, reaching 32,564, suggesting we’re attracting a more focused and relevant audience. While inbound leads dipped slightly –about 5%– the fact that they’ve remained steady despite economic headwinds is a win. Serving a market grappling with uncertainty means every lead we get is more precious, and we’ve learned to tailor our offerings accordingly.
Social & Newsletter Growth
We saw strong growth on the community-building front. Our total social following grew by 30.5%, with LinkedIn leading the way as our top channel for engaging with B2B audiences. Our newsletter also gained traction, with subscribers increasing by 46% to over 4,000! These aren’t just numbers to us–they represent trust and engagement. When we share honest stories, actionable frameworks, and insights, people stick around, and that’s something we’re deeply proud of.
Clients & Our Evolving Services
Here’s the tough one: we went from 17 clients to 9 in 2024—a 47% decrease. Some budgets were cut, some projects wrapped earlier than planned, and some partnerships simply never took off. But every challenge brought an opportunity to adapt. We used this shift to diversify our services, rolling out growth marketing and customizable proposals to meet clients where they are. Instead of expecting clients to fit a rigid mode, we became more consultative and flexible. Each ‘no’ and ‘not right now’ taught us something new, and we’re emerging stronger with a toolkit designed for a rapidly changing market.
Major Launches & Bright Spots
We’re makers at heart, and even in a challenging year, we stayed true to that spirit. In April, we launched The PMM Cookbook, which saw 700+ downloads—proof that there’s a real appetite for practical, high-quality resources to help marketers and founders sharpen their product marketing skills. Our team poured time and intention into making it valuable and accessible, and we’re excited to see it in print next year!
Reflections & Looking Ahead
2024 didn’t unfold the way we envisioned. It tested our resilience, pushed us to rethink old ways, and showed us exactly where we could grow. At times, it was humbling. But it was also freeing— challenging us to question assumptions, break away from outdated molds, and reimagine how we deliver value.
If 2024 proved one thing, it’s that while we can’t control market conditions, we can control how we respond. We closed last year a little leaner, a little sharper, and more determined than ever to guide our clients through uncertain waters with empathy, strategy, and creativity.
If 2023 was about riding the wave, 2024 was about learning to navigate in stormy seas. Here’s to 2025—taking the lessons we’ve learned and building something even stronger together.
If you’d like to explore how Olivine’s new service models can support your product marketing journey, we’re here. Let’s talk.
Fresh Finds
Tool I love: Lovable.dev. Its simple UX allows you to turn your ideas into apps in seconds.
Shallow dive: This thread by @levelsio: Known for his insights into product development and marketing, Pieter Levels often shares quick, engaging threads about new tools or techniques in product management. This thread shares his excitement about the current times we get to live in, considering the AI landscape and endless possibilities, comparing it to the early days of the internet.
Deep dive: 20VC episode with Harry Stebbings and Guillaume Moubeche, lempire Founder. Harry Stebbings, host of "The Twenty Minute VC," frequently dives into deep discussions on product-market fit, scaling strategies, and go-to-market tactics. In this episode, they talk about how to scale a business through content
Inside Olivine
Content gems
Job openings
Headspace is hiring a Product Marketing Manager
Sift is hiring a Senior Product Marketing Manager
Ramp is hiring a Senior Product Marketing Manager
Love how Olivine kept it real about the highs and lows not every year is about flashy growth but the way you’ve doubled down on quality and community shows what long-term brand building actually looks like. what’s one unexpected lesson from going leaner that’s made the team stronger?