How B2B Marketing and SEO Experts use Tech to Generate, Qualify and Convert Leads to Revenue. Show blog: https://www.ericschwartzman.com/b2b-lead-gen-podcast/
B2B Lead Gen Podcast
Claim This Podcastby Eric Schwartzman
5.0(7 reviews)
47 episodes
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Podcast Overview
How B2B Marketing and SEO Experts use Tech to Generate, Qualify and Convert Leads to Revenue. Show blog: https://www.ericschwartzman.com/b2b-lead-gen-podcast/
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Publishing Since
3/31/2020
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Recent Episodes
July 7, 2022
Search Engine Optimization Secrets from Senior SEO Strategist Juliette van Rooyen
In this episode of the B2B Lead Gen Podcast, search optimization expert Juliette van Rooyen talks about how to get internal linking right, how to deal with keyword cannibalization, the easiest way to crawl one’s own site, some pointers in hiring the best developers for your website, and more.<br /> <br /> <br /> <br /> Juliette is the founder and head of SEO services at VR Squared, and has worked within client-side and agency environments in London and Cape Town for the past 15 years. <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> As part of her SEO consulting in extremely competitive industries, she creates global SEO strategies that involve local SEO strategies for over 50 regions and more than ten languages and also solves technical SEO issues that affect key page performance.<br /> <br /> <br /> <br /> Contextual Linking<br /> <br /> <br /> <br /> While Juliette didn’t initially plan to get into SEO consulting, she naturally gravitated toward that path. Originally a developer, she felt that trying something different would be a breath of fresh air. “Given that I was used to working with code, over time, I've kind of naturally transitioned towards the more technical side of SEO, where utilizing code and understanding how it all works is a massive asset,” she shares.<br /> <br /> <br /> <br /> SEO for Site Architecture<br /> <br /> <br /> <br /> <br /> https://youtu.be/9LCaHx1hOw4<br /> Full Video Interview<br /> <br /> <br /> <br /> On the topic of internal or contextual linking, Juliette mentions that it begins with your main navigation section. According to her, it can go both ways. Some businesses only link to their top-level pages, which doesn’t help people who want to navigate to more valuable content assets on the site. On the other hand, it’s also possible to overwhelm your audience with too many links. <br /> <br /> <br /> <br /> “One of the big things that help to ensure that you're getting it (SEO) right on an ongoing basis,” says Juliette, “is to crawl your sites.” The easiest way to do this is using a site crawler like Screaming Frog, which Juliette has used for over a decade. A deep crawl would be particularly useful for enterprise-level sites.<br /> <br /> <br /> <br /> In terms of finding and hiring the right developer for SEO projects, Juliette had this piece of advice: “Honestly, the best way to find someone good is to reach out to other people who are your connections in the industry; everybody knows someone else who's doing what they do.” <br /> <br /> <br /> <br /> She added that word-of-mouth recommendations have been efficient when looking for a developer. And while the really high-end developers may be out of reach for small businesses with limited budgets, plenty of excellent developers work specifically with WordPress. ”Having professionals to do what they do best frees you up to do what you do best — and to actually sell your products.”<br /> <br /> <br /> <br /> SEO to Minimize Keyword Cannibalization<br /> <br /> <br /> <br /> <br /> https://youtu.be/58XFsFF85Z4<br /> <br /> <br /> <br /> <br /> Keyword Cannibalization and Web Page Quality<br /> <br /> <br /> <br /> Juliette also talks about how to deal with keyword cannibalization on your website. Keyword cannibalization is what happens when there are multiple pages on your website trying to rank for the same keyword.<br /> <br /> <br /> <br /> With resources such as SEO Tools for Excel, Juliette and her team can discover and manage keyword cannibalization with ease. “It doesn't matter how big or small your site is; there are often ways for you to consolidate that you've not considered,” she says. “Keyword cannibalization is a great signpost to say, ‘Guys, you've got a lot here.”<br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> Naturally, improving webpage quality is another significant concern for SEO consultants.
June 16, 2022
SEO Consulting for Enterprise Clients with Nick Wilsdon
In this episode of the B2B Lead Gen Podcast, digital marketer and strategist Nick Wilsdon talks about the enterprise SEO strategies of major brands, working with SEO consultants, why big changes at Google could make or break your search engine visibility, and more.<br /> <br /> <br /> <br /> Nick Wilsdon is the co-founder and CEO of TorquePartnership, a company that provides digital consultancy and search engine optimization advisory programs to enterprise clients. A keynote speaker, blogger, and contributor to industry publications such as The Drum, Reuters, and The Moscow Times, Nick Wilsdon is passionate about digital performance, integrated digital marketing campaigns, and joining up the dots.<br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> Advertisement<br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> Enterprise SEO vs Small Business SEO<br /> <br /> <br /> <br /> According to Nick, there are major differences in how enterprises and small businesses approach SEO. Small businesses, for instance, are more focused on link building, whereas enterprises are more focused on the technical side of SEO since they deal with considerably larger websites. Enterprise SEO is B2C SEO. Small businesses serve consumers and other businesses, but it's fair to say that most SEO B2B campaigns are launched on behalf of small businesses. “Link acquisition isn't really as important for them,” Nick reveals. “They've got the authority. Usually, the thing that's holding them back is tech, SEO, and implementing that.”<br /> <br /> <br /> <br /> Nick also mentioned that to get a decent SEO strategy up and running for an enterprise, there’s a complex process that involves a lot of tweaking, fixing, and approvals. “There's a lot of process and politics behind that, to get those things fixed. That takes a huge amount of strategy and thinking to push that through those organizations kind of.”<br /> <br /> <br /> <br /> SEO at Scale<br /> <br /> <br /> <br /> <br /> https://youtu.be/Y48wU7S2mbY<br /> <br /> <br /> <br /> <br /> Another key difference is the sheer scale of enterprise SEO, a problem that small business SEO strategies don’t have to deal with. Even the seemingly simple act of making SEO changes must take the different teams and interests of the organization into consideration; Nick says that this often requires a “very strong business case” to justify those changes. “It involves [the specialist] understanding the commercial nature of the business, far more than most of the technical SEOs. So you have to have a balance between your technical knowledge, but also an understanding of what the business is trying to do and what the objectives are through the business.”<br /> <br /> <br /> <br /> Value of Soft Skills in Enterprise SEO<br /> <br /> <br /> <br /> That’s why soft skills are important for people working in SEO: Being an expert on the nitty-gritty of SEO can only take you so far. “If you can't convey the value of what you're trying to do to senior stakeholders, then you're never going to move up in your career, and you're never going to make these kinds of projects land.”<br /> <br /> <br /> <br /> Nick also took the time to emphasize the importance of internal linking, whether for enterprise sites, small business sites, or any other type of online business site. “Those internal links are absolutely fundamental,” stresses Nick, “and you should always be thinking, ‘If [I] have highly linked pages, and [I’m] going out with something that does attract links, where am I linking to internally from that page?”<br /> <br /> <br /> <br /> <br /> https://youtu.be/bXLk91CDAZ4<br /> <br /> <br /> <br /> <br /> Ironically, this is the aspect of SEO that’s often overlooked, according to Nick. One example is how when an internal link goes dead and goes to a 404 page, it no longer transfers any equity to your site. “As a small business owner, what are you doing to recover those links coming into your site?
May 19, 2022
Revenue Attribution in Marketing and Sales Analytics with Steffen Hedebrandt
In this episode we go deep into revenue attribution with Steffen Hedebrandt, chief revenue officer and cofounder at Dreamdata.io in Copenhagen, Denmark, an expert in digital revenue attribution, purchase intent and user tracking.<br /> <br /> <br /> <br /> But before we get into the interview, here are some revenue attribution basics...<br /> <br /> <br /> <br /> What is Revenue Attribution?<br /> <br /> <br /> <br /> Revenue attribution is the aspect of marketing and sales analytics that allows businesses to understand how different digital touchpoints contribute to revenue generation. It involves identifying and assigning value to each interaction a customer has with a company, helping organizations optimize their marketing funnel so they can allocate their resources efficiently.<br /> <br /> <br /> <br /> Revenue Attribution Models<br /> <br /> <br /> <br /> To excel in revenue attribution, marketers need to employ advanced analytics tools and platforms, align with their sales teams, and stay up to date on industry trends. Revenue attribution requires an understanding of data analysis, customer behavior, and marketing strategy. The best revenue attribution models help businesses allocate their budgets, improve their ROI, and make data-driven decisions for growth marketing.<br /> <br /> <br /> <br /> <br /> First-Touch Attribution: This model attributes all the revenue to the first interaction a customer had with the company. It's valuable for understanding how initial marketing efforts contribute to conversions.<br /> <br /> <br /> <br /> Last-Touch Attribution: In contrast to the first-touch model, this one assigns all revenue credit to the last interaction before a conversion. It's useful for recognizing the final touchpoints that directly lead to a sale.<br /> <br /> <br /> <br /> Multi-Touch Attribution: This model is more complex and assigns value to multiple interactions throughout the customer journey. It acknowledges that customers often interact with a brand multiple times before converting.<br /> <br /> <br /> <br /> Linear Attribution: Here, revenue credit is distributed evenly across all touchpoints in a customer's journey. It provides a balanced view of how each interaction contributes to the final outcome.<br /> <br /> <br /> <br /> Time-Decay Attribution: This model assigns more value to interactions that occur closer to the conversion point, recognizing that some touchpoints have a more significant impact as the purchase decision nears.<br /> <br /> <br /> <br /> Custom Attribution Models: Many businesses create their own attribution models tailored to their unique customer journeys and industry-specific factors.<br /> <br /> <br /> <br /> <br /> About Steffan Hedebrandt<br /> <br /> <br /> <br /> Steffan serves primarily on B2B digital marketing agencies. His services help clients nurture leads through the sales cycle to a decision point, which hopefully results in a sale. As a result, he thinks a lot about keyword intent. The specific term someone searches says a great deal about there likelihood to complete a purchase. And this interview, he shares his formula for keyword intent strategy.<br /> <br /> <br /> <br /> Does a lot work helping SaaS companies with 15-500 employees. He targets marketing directors and says direct sales in the fastest channel. Or you can try to capture the highest intent by purchasing traffic from very specific channels like Capterra or G2, where visitors are very far down the purchase funnel, essentially comparing competing services to each other, which is among the strongest indicators of intent to purchase because the buyer has already invested a lot of time and energy into researching a product category.<br /> <br /> <br /> <br /> Anonymous vs. Authenticated User Tracking<br /> <br /> <br /> <br /> Marketers are starting to appreciate the difference between anonymous and authenticated user tracking. Anonymous user tracking platforms like Google Analytics track devices,
47 total episodes available
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