Morgan Petrov – SEO as a part of B2B demand generation

In this episode of the Inbound4Cast Morgan Petrov talks about how SEO should be seen as a part of B2B demand generation.

Topics we cover:

• Morgan got into SEO in 2020 during the pandemic and now specializes in regulated industries like healthcare and finance. She enjoys the challenge of SEO for B2B.
• Many B2B companies focus too much on short-term demand capture like paid ads instead of long-term demand generation with valuable content. Good SEO starts with solving user problems.
• Creating content around advancing people’s careers is powerful for B2B demand gen, as many search for this. Focus on how your product benefits end users.
• Collaborating between marketing and sales teams is key but often challenging. Agencies can help by encouraging this alignment.
• Morgan uses AI like ChatGPT for assistance writing but says humans are still needed to contribute original ideas and critical thinking.
• With AI search results, optimize overall brand representation and content quality rather than trying to dominate. Fix inaccurate brand info shown.
• Ask “why” about everything as a B2B marketer to spur creativity and growth. Don’t just stick to the status quo.