Anyword

Blue Seedling and Anyword built a scalable, cost-effective demand generation machine that propelled Anyword’s growth to over 400 clients worldwide, while nurturing a thriving community of hundreds of clients, prospects, and industry leaders.

400+ Clients

Built a demand generation machine that accelerated Keywee’s growth to over 400 publisher clients worldwide

(Almost) $0

spent on online advertising

Hundreds

of digital publishing professionals joined a thriving community created through virtual and IRL events

Industry
Generative AI, Marketing Tech

Buyer Persona
Enterprise publishers

Location
Tel Aviv, New York

Services Provided:
Acting CMO / VP Marketing
Talent brand / recruitment marketing

Industry
Generative AI, Marketing Tech

Buyer Persona
Enterprise publishers

Location
Tel Aviv, New York

Services Provided:
Acting CMO / VP Marketing
Talent brand / recruitment marketing

Netta is one of the most impressive and capable managers I have ever worked with. Relentless focus, resiliency and big picture thinking make her great at what she does and a strong addition to any team. Netta makes leading teams to success look easy. I would recommend working with her without hesitation.
Yaniv Makover
Co-Founder and CEO, Anyword

When Anyword (formerly Keywee) engaged with Blue Seedling, it was a post-Series A startup, backed by Innovation Endeavors, UpWest Labs, and The New York Times. It had 20 employees in Tel Aviv and a 5-person team in NYC, and was already working with some of the top publishers in the world. Their search for an in-house marketing leader took longer than expected, and they decided to partner with Blue Seedling’s Netta Kivilis as an acting VP Marketing.

Over the course of the engagement, Blue Seedling built a cost-effective demand generation machine that accelerated Anyword’s growth to over 400 publishing clients worldwide, created an engaged community of hundreds of digital publishing professionals, and established Anyword’s category leadership position through data journalism, thought leadership, and PR.


On the heels of their Series A round of funding, Anyword was looking for a full-time, in-house marketing leader to help them accelerate growth, position them as a thought leader, and build a scalable demand generation engine. Other needs? Grow and manage the marketing team (which had one junior marketer at the time), build a robust client marketing function to support account expansion, and create a compelling talent brand to help with recruiting.

The search for the marketing leader took months and months, and Anyword decided to stop wasting time and work with Blue Seedling’s Netta Kivilis as an acting VP Marketing.

Engagement highlights

  • Built a demand generation machine that accelerated Anyword’s growth to over 400 publishing clients worldwide, utilizing cost-effective marketing channels like content marketing, webinars, email marketing, ABM, prospecting, and self-produced events while spending close to zero $ on digital advertising
  • Created a thriving community of hundreds of digital publishing professionals through virtual and IRL events
  • Established Anyword’s thought leadership using data journalism and PR
  • Grew the marketing team to 4 people and helped hiring our successor

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