Leveraging SEO and Automation to Drive Demand Generation
The intersection of technical SEO, automation, and demand generation has become a critical focus for B2B marketers navigating an increasingly competitive digital landscape. In a recent episode of B2B Marketing Futures, Joaquin Dominguez, Head of Marketing at Adzact, hosted a discussion that delved into how these approaches can be effectively harnessed to reduce website friction, align teams, and improve lead generation. This in-depth conversation explored strategies for implementing automation, aligning sales and marketing goals, and leveraging technical SEO to streamline the buyer journey and foster engagement.
Host
Joaquin Dominguez was joined by marketing experts to discuss the topic.
Guests
Tiffany Sanford, Demand Generation Manager, Cvent
Kirkland Gee, Technical SEO Leader, ClickUp
The Friction in Enterprise Websites
Enterprise-level organisations often face unique challenges in demand generation due to their scale and complexity. Tiffany Sanford highlighted how Cvent, as a global leader in event management software, grapples with competing priorities between driving leads, supporting existing customers, and showcasing their brand. A recurring source of friction lies in outdated practices, such as overly gated assets, which can deter prospective buyers who are not yet ready to speak to sales teams.
Tiffany shared how Cvent has adopted tools like Novatic to create interactive, ungated demos that allow prospects to explore products at their own pace. This innovation not only reduces friction but also aligns with modern buyer expectations, where users prefer to self-educate before engaging with sales.
"We’ve found that ungated content significantly improves lead quality by allowing prospects to explore at their convenience. It eliminates unnecessary touchpoints and respects the buyer’s journey,” - Tiffany Sanford
Startups vs. Enterprises: Different Models, Same Goals
Kirkland Gee offered insights into the contrasting dynamics of startups like ClickUp. Operating with a product-led growth model, ClickUp encourages prospects to experience their software directly, often without involving sales. “We don’t gate anything,” he explained. “The goal is for users to fall in love with the product, which naturally drives conversions.”
Despite the differences in approach, both speakers agreed on the importance of putting the customer first. Tiffany emphasised the value of understanding and simplifying the buyer’s journey, while Kirkland highlighted the need for flexibility and experimentation in capturing audience attention.
"AI is revolutionising technical SEO by making complex tasks faster and more scalable, but its real power lies in enabling marketers to focus on creativity and strategy, turning good ideas into exceptional outcomes." – Kirkland Gee
Technical SEO and Programmatic Innovations
Technical SEO emerged as a vital tool for driving demand generation in both enterprise and startup settings. Kirkland discussed how ClickUp leverages programmatic SEO to validate demand by creating thousands of pages targeting niche, long-tail keywords. This approach helps uncover insights into customer needs while driving organic traffic.
“For example, we created pages for different AI use cases like business plan generators or SOP generators. The impressions these pages received provided clear signals about what features were most in demand,” he said.
Tiffany reinforced the role of SEO in aligning demand generation with broader content strategies. At Cvent, SEO insights help shape video and blog content, ensuring it meets audience expectations. Tools like Descript are employed to streamline video production, repurpose webinar content, and optimise it for search engines. “Video and ungated content have been game changers for us. They align perfectly with how today’s buyers consume information,” she added.
The Role of AI in Modern Marketing
The panelists discussed how AI has transformed their workflows, enabling greater efficiency without sacrificing quality. Tiffany shared how she uses tools like ChatGPT to draft initial content or brainstorm ideas, while Kirkland explained how AI assists with large-scale SEO projects, such as coding programmatic pages.
However, both emphasised that AI should not replace human creativity. “AI raises the floor, making the worst content better, but the top 1% of marketers can now do even more with the same time,” Kirkland noted. Tiffany agreed, adding that AI should free up time for strategic thinking and deeper customer engagement.
Collaboration and Communication: Keys to Success
Both speakers underscored the importance of internal alignment in executing successful demand generation campaigns. Tiffany advised marketers to build strong relationships with key stakeholders such as product marketing, content, and marketing operations teams.
She stressed the value of over-communicating progress through tools like Slack or dashboards and sharing success metrics regularly. “People don’t know what you’re working on until you over-communicate,” she said.
Kirkland echoed these sentiments, urging marketers to adopt a clear and prioritised approach to their work. “You need to focus on what drives value for the business and not get caught up in the noise,” he said. His advice included taking breaks, planning effectively, and resisting the urge to overextend oneself in fast-paced environments.
Final Takeaways
Customer-Centricity: Both startups and enterprises must prioritise the customer experience, whether through ungated content, interactive demos, or SEO-driven insights.
AI as a Catalyst: While AI streamlines processes, its true value lies in freeing up time for innovation and strategic thinking.
Collaboration Matters: Strong internal alignment and communication are essential for scaling demand generation efforts.
Conclusion
By combining innovative tools, strategic SEO, and a customer-first mindset, businesses can navigate the complexities of B2B marketing with agility and purpose. This discussion underscores the evolving role of technology in reducing friction and fostering meaningful engagement across the buyer journey.
Join the Precision Punks Community
Access to the slack community of serious B2B advertisers
Chatham House rules ‘Adzact confidential’ events with peers
Private in-person events in London and New York
Exclusive data & learning resources to build your career
