About the company
AppFollow is a B2B SaaS platform for app store reputation management and mobile growth, offering review analytics, ASO tools, and integrations with Zendesk, Slack, and other platforms.
2015
Founded
Helsinki, Finland
Headquarters
App store reputation and ASO platform
Key Feature
The Entry Point
AppFollow was expanding its marketing team to support business scaling. The company needed a single expert to own all organic growth end-to-end: from SEO and GEO to turning content into qualified leads. The role required constant experimentation with positioning, funnels, and landing pages in tight collaboration with Sales and Product – starting completely solo without an existing team.
Target Profile
Key Responsibilities:
- Drive organic growth via classic SEO and AI-driven engine optimization (GEO / ChatGPT visibility).
- Convert content into qualified sales leads rather than raw traffic.
- Continuously test hypotheses across positioning, sales funnels, and landing pages.
- Work closely with Sales and Product to identify high-converting levers.
- Tie marketing activities directly to measurable pipeline revenue
KPI for this role was defined by two core metrics: experiment velocity and learning speed.
The scope was to find a hands-on expert to fully own inbound growth.
The Challenge
The primary challenge was finding a rare hybrid profile. AppFollow needed a marketer with B2B SaaS experience capable of building the entire function solo – handling SEO, content, CRO, paid traffic, and events from scratch.
Most candidates specialized in only 1-2 of these domains. AppFollow required a systems-level strategist focused heavily on organic channels and ready to experiment with emerging GEO formats.
Most candidates specialized in only 1-2 of these domains. AppFollow required a systems-level strategist focused heavily on organic channels and ready to experiment with emerging GEO formats.
The Lucky Hunter Method
Market mapping confirmed our initial hypothesis: talent with this exact skill set is predominantly passive.
Integrating directly into the client's CRM on day one, we ran two parallel pipelines: triaging inbound applicants while launching direct outbound sourcing.
Integrating directly into the client's CRM on day one, we ran two parallel pipelines: triaging inbound applicants while launching direct outbound sourcing.
1,5 months
From search start to offer
44
Resumes reviewed
1
Position filled
The client set a strict hiring timeline, which we maintained through regular syncs and ongoing pipeline recalibration.
Outbound sourcing delivered the result: the final offer went to a cold-sourced candidate, not an inbound applicant.
Outbound sourcing delivered the result: the final offer went to a cold-sourced candidate, not an inbound applicant.
What’s Next
Instead of relying on inbound applications alone, AppFollow reached experts who wouldn't respond to a standard job posting. As a result, the company brought in a candidate who wasn't even in their initial pipeline. We delivered the right hire on schedule, allowing the team to launch their growth strategy immediately and scale without missing a beat.
AppFollow had a large volume of inbound applicants, but the role required an exact mix of skills – from SEO and GEO experiments to sales funnel integration. Relying solely on applications wasn't viable. Direct cold outreach allowed us to engage a strong passive candidate and close the position on schedule.
Recruiter’s Feedback
We contacted Lucky Hunter to find new employees in our distributed team.
Thanks to the tireless work of the agency recruiters, we found relevant specialists within a month and filled 5 of our roles.
So with great pleasure, I recommend Lucky Hunter: it's an excellent partner in finding and hiring people, especially if you are from IT and you need to expand the staff in a short time.
Thanks to the tireless work of the agency recruiters, we found relevant specialists within a month and filled 5 of our roles.
So with great pleasure, I recommend Lucky Hunter: it's an excellent partner in finding and hiring people, especially if you are from IT and you need to expand the staff in a short time.
Evgeny
Co-founder of AppFollow
Karina
IT recruiter in Lucky Hunter
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