Content is crucial to B2B marketers, especially with so many customers conducting their research online. Many organizations see SEO as a top-of-the-funnel strategy to warm customers up to the brand and associate it with expertise and authority.
In terms of actually getting conversions, however, SEO can be effective when used in another way. Today, contributor Margaret Lee outlines this bottom-of-the-funnel strategy.
Also today, check out HubSpot’s January releases, including a new suite of features aimed at improving workflow and other functions.
And if you have a few minutes to spare, consider filling out our brief Salary and Career survey. We’ll be sharing the results very soon. It’s a great way for all our readers to understand how the marketing profession is evolving and how marketers are getting compensated.
Chris Wood
Editor
