This episode features an interview with  Laura Beussman, Senior Vice President of Marketing at CallRail, an intelligence platform that helps businesses track and attribute each lead to their marketing journey and use real-time insights to optimize their marketing.

 In this episode, Laura discusses their marketing strategy as a pure-play PLG where marketing generates all the leads, and how they reach prospects through a sub-verticalized approach. She also shares how they are leveraging AI for better SEO results. 

Key Takeaways:

• A sub-verticalized approach can improve efficiency and return on investment, helping to ensure that you are accurately speaking to customer needs. Learn about the sub-verticals in your market.
• Leveraging AI in your content efforts can really improve your SEO results, by allowing you to create more content that is specifically catered to sub-verticals in the market.
• When marketing takes full responsibility for generating all leads, it eliminates the tension with sales by offering clarity, improving operational efficiency and allowing sales to focus on closing deals.

Quote:

“ One of the ways that the team is really capitalizing on AI is on SEO content. Again, as a PLG, SEO is very important for us. And with those verticalized go-to-market strategies, we needed to create a high volume of content to support not just the verticals, but the sub verticals. So, we have developed a strategy on creating that SEO content that leverages AI. Now, it's not that the AI writes the content from top to bottom with no human assistance, but what we do is we educate the AI tools on our content guidelines. We create a robust draft of an outline. AI then converts that into an article. Our content team edits, and makes sure it's reflective of our brand and our voice before we publish. What we've been able to do with that, though, is triple the amount of SEO content we're able to produce. And what that means is that we're able to be really hyper targeted, really hyper verticalized, and we're actually ranking better. And it's not that we're ranking better because the articles are significantly better. It's because they are able to be more specific, because they are able to be more targeted and sub verticalized. That allows them to rank better as well.”

Episode Timestamps:

*(03:34) The Trust Tree: Operating in a marketing-led lead generation model 

*(17:25) The Playbook: Using hyper-targeted content to boost visibility and conversion rates

*(36:14) The Dust-Up: Making sure sales feels supported by marketing 

*(39:08) Quick Hits: Laura’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 Laura on LinkedIn
• Learn more about CallRail
• Learn more about Caspian Studios