3 reasons SEO is the account-based marketer’s secret weapon

Account-based marketing best practices have come into their own in recent years. Audiences expect more personalized, targeted brand interactions, and account-based strategies deliver, aligning marketing and sales to close bigger accounts with better outbound communications.

But what happens when your proposal gets passed from its intended audience to another decision-maker? What happens as it hops from one desk to another, and each touch has new and different questions or needs? Do they reach out to the name on the back page, or do the reach out to Google?

Consider that many B2B purchasers won’t speak to a salesperson until they’ve done their own research first. Outbound campaigns deliver social posts, marketing emails and targeted ads — each with the goal of driving decision-makers deeper into the funnel — but they may not be enough.

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