Boštjan Klajnščak
Verified Expert in Marketing
Marketing Expert
Izola, Slovenia
Toptal member since July 24, 2026
Boštjan is a senior SEO strategist with experience in technical SEO, content systems, and market research. He runs Spisek, the EU consultancy behind Creeper SEO Audit. He recently worked on the organic recovery for a German construction-materials manufacturer, achieved over 458% organic traffic for an OTT SaaS vendor, and created a 17-language Looker Studio dashboard for a multinational pharma group.
Project Highlights
Expertise
- Keyword Research
- Market Research & Analysis
- Market Research Analyst
- Prompt Engineering
- Reporting & Dashboards
- SEO Audits
- SEO Keyword Research
- Writing
Work Experience
Managing Director and Owner
Spisek
- Led a remote team of independent SEO, content, and market-research specialists serving B2B SaaS, enterprise, and eCommerce clients across the EU and US.
- Co-built and operated Creeper SEO Audit, the firm's proprietary technical SEO crawler. The tool underwrote the firm's 40% PSI-lift guarantee on every engagement.
- Recovered organic visibility for a leading German construction-materials manufacturer: average keyword position for 88 priority terms improved from 16.61 to 7.75 (year-on-year, March-May 2024 vs 2025) after a two-month SEO.
- Drove over 458% monthly organic traffic increase for an OTT video-streaming SaaS vendor in six months. Monthly conversions rose from one to 62 over the engagement period.
- Built a multilingual Looker Studio conversion dashboard (17 languages) for a multinational pharmaceutical group, simultaneously fixing underlying GA4 conversion-tracking errors during a phased website migration.
- Co-authored the Montclare BlueScore algorithm (2014-2016), a proprietary SaaS performance benchmark still referenced in the industry.
- Mentored and reviewed for Udacity nanodegree programs (Business Analytics, Google Analytics, Data Foundations) for three years with over 1,000 learner project reviews.
Business Analytics Nanodegree Reviewer
Udacity
- Reviewed technical student projects covering advanced Excel modeling, forecasting, relational databases, and SQL querying.
- Evaluated interactive data dashboards built in Tableau and Power BI, ensuring student submissions adhered to strict rubric design practices and exploratory data principles.
- Reviewed several modules that were a part of the Business Analytics Nanodegree.
Google Analytics Nanodegree Reviewer & Mentor
Udacity
- Mentored Google Analytics Nanodegree students and guided them through advanced GA implementations, including custom dimensions, event tracking, and data filters.
- Reviewed the Measurement Plan and Implementation and Use Advanced Displays, Create Segments, and Apply View Settings modules.
- Delivered personalized video walkthroughs during live sessions to improve student success rates.
Data Foundations Nanodegree Reviewer & Mentor
Udacity
- Helped students learn to manipulate, analyze, and visualize data with Excel, SQL, and Tableau.
- Provided actionable feedback and delivered detailed technical commentary.
- Mentored diverse cohorts. Supported global learners via Slack.
Market Research Analyst
Montclare
- Researched and analyzed cloud and SaaS markets. Translated complex quantitative survey data into executive-ready narratives for senior decision-makers.
- Co-authored Montclare BlueScore, a proprietary algorithm benchmarking SaaS company performance across pricing, retention, and growth metrics. This became the methodology behind the Montclare SaaS 250, the industry's most-cited SaaS performance.
- Contributed primary research and industry-expert interviews to the Montclare SaaS 250 dataset covering more than 250 SaaS companies.
- Worked hands-on with a small SaaS firm on churn modeling, pricing, and packaging.
Marketing Manager
Appoteka d.o.o.
- Owned online and offline marketing for Appoteka's flagship SaaS product, the eCommerce platform Shopamine.
- Managed SEO projects end-to-end (technical, on-page, content) during a formative stage of SEO specialization.
- Coordinated product development with marketing signals and introduced KPI-driven feedback loops for roadmap decisions.
- Built the company's first structured content calendar and search-intent taxonomy for organic growth.
Regional Sales Manager
Valicon
- Held P&L responsibility for more than 50 accounts across six countries. Managed marketing and sales of IBM SPSS analytical tools in the region.
- Built and trained other sales managers. Consistently exceeded quota.
- Transitioned into B2B SaaS-style forecasting and pipeline management.
- Negotiated enterprise licensing agreements with multi-country procurement teams.
Country Manager and Senior Research Analyst
IDC Company
- Established and ran IDC's Slovenian subsidiary from launch. Held responsibility for research, sales, and operations.
- Secured a five-year sales CAGR above 30%. Co-authored five annual editions of IDC CEMA's IT Services report and many custom market studies.
- Delivered the ICT Sector Analysis for the Chamber of Commerce and Industry of Slovenia: the foundational benchmark used to develop the national ICT sector strategy, including cross-country comparisons.
- Built and managed the Slovenia IT/Telco market-research practice: data, customer relationships, and analyst team.
Owner and CEO
ARK Consulting s.p.
- Established IDC's Slovenian subsidiary on contract. Transitioned the role to IDC Adriatics when the subsidiary was incorporated.
- Helped IDC become the prime source in the country for the size of Slovenia's IT and Telco markets, as well as information on their individual segments.
- Established a relationship with local and international ICT vendors present on the market.
Project Manager
MA marketing doo
- Managed several local and international key client accounts from the ICT industry.
- Wrote press releases, case studies, and promotional articles.
- Helped organize client events and cooperated in the company's product development efforts.
Project History
Organic Visibility Recovery for a Construction Materials Manufacturer
https://creeperseoaudit.com/wp-content/uploads/case-studies/creeper-siniat-case-study.pdf- 8.86 — Ranking Improvement
- 88 — Priority Keywords Recovered
- 100% — Year-on-year Improvement
The Etex Group subsidiary was in a steady MoM organic decline; clicks and impressions were in continuous freefall; there was critical technical SEO debt; the decline was structural (crawl/indexation/on-page/internal linking); and generic off-the-shelf SEO templates had failed.
We performed research, and a Creeper-powered technical audit was prioritized by recovery value. YoY ranking baseline was pulled (88 keywords, Mar-May 2024). We recommended continuous engagement beyond 2 months.
A 100% of 88 keywords showed improvement. We built a durable technical foundation for future content. Key takeaway: the technical layer must be audited first.
Montclare SaaS 250 – Industry Benchmark (Co-author, BlueScore Algorithm)
http://montclare.com/saas-250/- 250+ — SaaS Companies Benchmarked
- 1 — Proprietary Algorithm (Montclare BlueScore)
Montclare LLC (Oakland, CA) needed a single, trusted methodology to benchmark the world’s most successful SaaS companies. Fragmented research, siloed expertise, and ad-hoc analysis made comparable scoring impossible. Without a unified benchmark, the SaaS performance conversation was dominated by anecdote.
I worked on a program covering 250+ SaaS companies via primary research, direct relationships, and quantitative surveys. I co-authored the Montclare BlueScore algorithm (pricing, retention, growth metrics) applied to 250+ companies to produce the Montclare SaaS 250. I built the algorithm to be repeatable YoY.
BlueScore became the methodology behind the Montclare SaaS 250, the most-cited SaaS performance ranking for executives, investors, analysts, and media. Still referenced years later.
Multilingual Looker Studio Conversion Dashboard (Multinational Pharmaceutical)
- 17 — Languages Supported (Full Conversion Funnel Tracking)
- 100% — Conversion Tracking Accuracy Restored
A multinational pharma operated a 17-language website undergoing a phased migration to a new platform. Conversion data was being captured incorrectly in GA across the funnel. The client could not trust its own reporting. The shifting data landscape made the problem worse every week.
I audited GA tracking across all 17 languages and mapped data-loss points. I mapped the migration timeline so the dashboard could survive the in-flight rollout. I fixed GA tracking for reliable data capture across all 17 languages mid-migration and rebuilt the Looker Studio dashboard from scratch with branded design and full multilingual filtering. I verified per-language funnel isolation.
The client could finally track the conversion funnel across any or all of the 17 languages mid-migration. The branded dashboard became a sustainable reporting asset that outlived the migration.
Education
Nanodegree in Marketing Analytics
Udacity - Online (US)
Nanodegree in Data Science
Udacity - Online (US)
Nanodegree in Data Analysis
Udacity - Online (US)
Nanodegree in Digital Marketing
Udacity - Online (US)
Executive Master's Degree in Business Administration (MBA)
Cotrugli Business Academy - Zagreb, Croatia
Bachelor of Science Degree in Information Technology
The Open University - Newcastle-upon-Tyne, UK
Diploma in Systems Practice
The Open University - Newcastle-upon-Tyne, UK
Certifications
AI for App Building
ChatGPT: Master Free AI Tools to Supercharge Productivity
Vanderbilt University
Generative AI Assistants Specialization
Vanderbilt University
Agentic AI and AI Agents for Leaders
Vanderbilt University
Accelerate Your Learning with ChatGPT
Deep Teaching Solutions
ChatGPT for Project Management: Execution, Tracking, Success
Vanderbilt University
Prompt Engineering Specialization
Vanderbilt University
Trustworthy Generative AI
Vanderbilt University
Introduction to Google Data Studio
Nanodegree in Marketing Analytics
Udacity
Nanodegree in Data Analysis
Udacity
Nanodegree in Data Science
Udacity
Nanodegree in Digital Marketing
Udacity
SPSS Modeler Data Analyst
IBM
IBM Certified Associate, SPSS Modeler Data Mining
IBM
Certificate, EUCIP-based E-learning Curriculum Design
University of Ljubljana
Skills
Core
SEO Audits, Keyword Research, Search Engine Optimization (SEO), Market Research & Analysis, Content Creation, Copywriting, Marketing Strategy, Digital Marketing, Digital Marketing Strategy, Marketing, SEO Marketing, Content Strategy, Marketing Analytics, Competitive Intelligence, Content Marketing, SEO Keyword Research, Marketing Research & Analysis, Go-to-market (GTM) Strategy, Marketing Leadership, Branding, Chief Marketing Officer (CMO), WordPress SEO, Customer Segmentation, Social Media Marketing (SMM), Search Engine Marketing (SEM), Email Marketing, Pay-per-Click (PPC), Sales, Public Relations (PR), Article Rewriting, Content Marketing Strategy, Content, Google Tag Manager, LinkedIn Marketing, Lead Generation, Google Ads, Paid Advertising, Conversion Rate Optimization (CRO), Campaign Management, Sales & Marketing
Platforms & Tools
Google Analytics 4 (GA4), Looker Studio, Screaming Frog, Google Analytics, Ahrefs, HubSpot, Claude
Business Models
Software as a Service (SaaS), B2B, SaaS Product Marketing, Business to Business (B2B)
Technical
Google Search Console, SQL, HTML
Other
AI Prompts, Prompt Engineering, Technical SEO, Google Analytics (GA4), Writing, Case Studies, Creeper SEO Audit, Qualitative Analysis, Market Research Analyst, Website Optimization, AI Content Creation, B2B Marketing, Content Writing, Storytelling, Content Optimization, Organic Content Marketing, Website Migration, Data Analysis, Market Research, WordPress, Microsoft Excel, Core Web Vitals, Page Speed Optimization, Multilingual SEO, Primary Research, Secondary Research, Agentic AI, Press Releases, AI Learning, Enterprise SEO, Website Speed Optimization, Online Learning, Reporting & Dashboards, Artificial Intelligence (AI), Analytics, Competitor Analysis & Profiling, Startup Marketing, Auditing, Brand Positioning, Marketing Consulting, Large Language Models (LLMs), Advisory, Corporate Culture, Client Management, Landing Page Optimization, Data Engineering, Data-driven Marketing, Predictive Modeling, Segment, Strategy, Go-to-market Plans, Brand Awareness, Technical Writing, ChatGPT, Answer Engine Optimization (AEO), Hermes, Ollama, Strategic Management, Corporate Finance, Accounting, Advanced Finance, Business Strategy, Leadership, Stakeholder Communication, Systems Thinking, Technology, Project Management, Databases, Web Development, Website Design, Measurement Strategy, Advanced Displays, Audience Segmentation, Conversion Tracking, Data Visualization, Critical Systems Thinking, Complexity Management, Decision Making, Stakeholder Analysis, Python, Data Wrangling, Statistical Analysis, Statistics, Tableau, Data Analytics (Marketing), Vibe Coding, Looker, WooCommerce, SPSS, Semrush, Management, PPC Campaign Management, Social, SaaS Sales, Enterprise SaaS, Event Strategy, Event Planning, Surveys, Survey Design, Vendor Negotiation, Publicity, Article Writing, AI Agents, Learning, Projects, Project Planning, Project Lifecycle, International SEO, Content Refresh, Data Mining, SaaS Metrics, Algorithm Design, Industry Benchmarking, Quantitative Research, Dashboards, Growth Strategy, LinkedIn, LinkedIn Sales Navigator, Outbound Marketing, X (formerly Twitter), Meta Ads, Education, Generative Engine Optimization (GEO), Paid Acquisition, Paid Media, Business, Business Analytics, Google, Pivot Tables, Advanced Excel, Excel Dashboards, eCommerce, Growth Marketing, Higher Education
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