Olivine by the numbers — the 2024 edition

Each year, we take a step back and look at what we’ve accomplished, where we’ve stumbled, and what we’ve learned. This year, I’ll be honest: 2024 wasn’t always smooth sailing. The tech industry’s turbulence was palpable, clients tightened their belts, and we saw more than a few curveballs that forced us to adapt faster than ever.

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

This is the tough one: we went from 17 clients to 9 this year—a 47% decrease. The reasons vary: some budgets got slashed, some projects concluded earlier than expected, and some prospective partnerships simply never took off. The silver lining? We used this as a catalyst to diversify and refine our offerings. We introduced growth marketing services and more customizable proposals to meet clients where they are, rather than expecting them to fit into a rigid model. We focused on being more consultative and flexible, learning from every ‘no’ and every ‘not right now’ to emerge with a toolkit built for a changing market.

Major Launches & Bright Spots

We’re makers at heart, and even in a challenging year, we stayed true to that spirit. We launched The PMM Cookbook in April, and it garnered 665 downloads—a sign that there’s demand for quality resources to help marketers and founders improve their product marketing chops. Our team put time and care into making it valuable and accessible, and we’re looking forward to having it printed next year!

Reflections & Looking Ahead

2024 wasn’t the year we anticipated. It tested our limits, forced us to rethink, and showed us where we had room to grow. In some ways, it was humbling. In others, it was liberating— pushing us to break old molds, question assumptions, and innovate on how we provide value.

We leave this year knowing that we can’t control market conditions, but we can control how we respond. We’re ending 2024 a bit leaner, a bit wiser, and more determined than ever to help our clients navigate uncertain waters with empathy, strategy, and creativity.

If 2023 was about riding the wave, 2024 was about learning to surf in stormy seas. Here’s to 2025—may we take these lessons forward and build on them 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.