PagerDuty is the leading digital operations management platform, used by engineering and IT teams at thousands of companies worldwide. Despite strong brand recognition and market leadership, PagerDuty's growth team identified a significant AI search opportunity: while the company dominated traditional search, its AI search presence was inconsistent in the emerging buyer segments that represented the highest-value growth opportunity. Partnering with Nevisible, PagerDuty generated $1.4M in net-new pipeline from AI search in Q1 2024.
The Challenge
PagerDuty faced a nuanced AI search challenge. In high-value buyer segments — platform engineering teams, SRE teams at cloud-native companies, and enterprise IT leaders evaluating ITSM integrations — the company's AI search share-of-voice was 34%, well below its overall market position. Newer competitors with more targeted content were capturing disproportionate AI search attention in these specific buyer contexts.
The Nevisible Approach
Nevisible designed a 'precision segment' AI search programme for PagerDuty, focusing exclusively on the three high-value buyer contexts identified in the audit. The content programme produced 10 highly targeted assets for each buyer segment, including an 'AIOps and Automation Buyer's Guide,' an 'SRE Toolchain Evaluation Framework,' and an 'Enterprise ITSM Integration Playbook.'
The Results
One quarter after programme launch, PagerDuty's AI search presence in the three target buyer segments had grown from 34% to 71% share-of-voice. The company was the top recommendation for AIOps and platform engineering queries in 52 of 89 tracked searches.
PagerDuty's CRM identified $1.4M in net-new pipeline in Q1 2024 from leads that cited AI search as their discovery channel. The cost per AI-sourced pipeline dollar was 67% lower than PagerDuty's blended CAC from traditional digital channels.
By the Numbers
$1.4M
Net-new pipeline in Q1 from AI search
71%
AI share-of-voice in target segments
67%
Lower cost per pipeline dollar vs. traditional
"We already had strong brand awareness, but AI search was creating a new discovery layer we weren't capturing. Nevisible helped us own the specific buyer conversations that matter most to our growth — and the pipeline results speak for themselves."
PVP of Demand Generation, PagerDuty
PagerDuty
Want results like these?
See how AI search can transform your pipeline
Book a 30-minute strategy call to discover where you stand in AI search results today.
Book a Strategy CallAbout PagerDuty