If You Build It, They Will Not Come

Pipeline Visionaries

This episode features an interview with Michael Freeman, VP of Marketing, Airbase, a procure-to-pay solution that simplifies purchasing.

In this episode, Michael discusses smart SEO strategy and the importance of investing in the distribution of your content. He also talks about how, while marketers are incentivized to demonstrate that they are generating pipeline, they still have to pursue the high ROI tactics that are difficult to measure and predict.

Key Takeaways:

• If you create content, customers will not just come; they may never even find it. SEO is a core ingredient from the start, not an afterthought, and you need to find people with the language they use, understanding their intent.
• Marketers are charged with generating pipeline and proving it, but they need to avoid neglecting high ROI tactics that may be difficult to quantify or predict.
• Don’t just feed the content beast; make sure you are creating quality content purpose that has a genuine impact on your audiences.

Quote:

• “I've been at a lot of companies where there was just a mentality of feed the beast on the blog. And we don't do that here. Every post has a specific objective and purpose that we're trying to meet. Sometimes there's just some corporate brand stuff we need sales to be able to point to or use for other purposes, but 95, 96 percent of what we publish has a specific objective and purpose from a traffic or leads perspective. And we've done the research upfront to say, yes, we have a reasonable chance to achieve that objective before we commit the resources on that piece of content.”

Episode Timestamps:

• *(04:14) The Trust Tree: Be smart about paid search
• *(18:59) The Playbook: SEO and good content strategy
• *(48:43) The Dust Up: Inheriting a bad website
• *(51:11) Quick Hits: Michael’s Quick Hits
  

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Michael on LinkedIn
• Learn more about Airbase
• Learn more about Caspian Studios