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Ahrefs is a Singapore-based SEO software company founded in 2010 by Dmytro Gerasymenko. The company offers a suite of tools covering backlink analysis, keyword research, site auditing, and content research, and in 2022 expanded into search with the launch of its own search engine, yep.com. Ahrefs bootstrapped its way from roughly $300,000 in personal seed funds to well over $100 million in annual recurring revenue, a milestone reached in a little over ten years, without taking any venture capital or institutional funding. As of the March 2024 interview, the company reported approximately $149 million in ARR and employed 125 people, including staff working on the search engine. Growth has been driven almost entirely by product quality, word of mouth, a blog and YouTube content strategy that embeds product demonstrations throughout, and a suite of free tools that serve as lead generation. The company did not build a dedicated sales team until it approached $100 million in ARR, and by its own account does not measure most conventional SaaS marketing metrics.

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Hootsuite is a Vancouver-based social media management platform founded in 2008 by Ryan Holmes. The company serves businesses ranging from small and medium-sized organizations to large enterprises, providing tools for social media scheduling, analytics, and engagement across major networks. Hootsuite generates revenue exceeding $200 million annually, with the business trending toward $400 million by the end of 2024. Irina Novoselsky joined as CEO in 2023 and within 18 months has led a significant reacceleration of the business. In less than 12 months under her leadership, Hootsuite grew its enterprise core from 8 percent growth to 22 percent growth. The company operates with a predominantly inbound model, with 95 percent of new business arriving without an outbound sales force. Hootsuite previously pursued a Goldman Sachs-led exit process targeting a valuation of $7.75 billion, though that transaction was not completed. The company has since refocused on organic growth and is undergoing a broad transformation of its customer journey to align with the buying behaviors of millennial and Gen Z buyers, who Novoselsky projects will represent 75 percent of all buyers by 2025.