Steffen Hedebrandt
speaker
116 appearances
1 recordings
1 series
first heard Apr 2025
last heard Apr 2025
Steffen Hedebrandt’s voice in public audio — every appearance, attributed to the second.
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But that doesn't say anything about where the actual demand started from.
And this is where the value of SEO is being downplayed immensely by CRM systems today.
so like the business we're in we're not in the guessing discipline we're in that in the deterministic industry so what we built for our customers is like a table of tyson did this on this day stephen did this on this day and then multiple people take part of the same evolving journey from this account
So we only talk about stuff where we actually know something happened.
We can also do account level stuff.
So if we're able to match the IP address of an anonymous visitor, we can also say that this account's journey that passed through six people actually started with somebody who were anonymous that looked at this URL and then later on become a customer.
Then the attributable value is kind of a number that depends on whatever attribution model that you select, which for me is not always that interesting because it becomes a bit of a guesswork.
But the actual mapping of every touch is super valuable because you want to be able to kind of generalize the activities that you do that kind of correlates with more sales pipeline and revenue.
And here an activity can also be somebody Googling, ending up on the same article every single time.
No, I definitely buy the argument as well that SEO can kind of play some kind of role in, let's call it brand awareness, that you start ranking on words that have kind of very little to do about buying behavior within your niche.
So that is true.
I think it's...
It has its place, but it's also something where you should be very careful if you're having a marketing budget running for retargeting.
Because in B2B, it really does matter how big is the company, which industry is it in, which job function are people in.
So doing retargeting on the networks that doesn't offer you a B2B filtering option becomes a bit dangerous.
What I'm basically saying is if you do retargeting,
retargeting on SEO traffic on LinkedIn, great, because you can actually do all the actual B2B filtering.
But on Google Display Network, meta ads, other places you have zero control of whether it's kind of
It's a college student that is researching something or if it's a CMO at a thousand people company.
So that's kind of the trade-off when you do this more like brand awareness SEO where you just do keyword analysis, find some big words that has a low competition keywords, but not a lot of actual buying behavior.
Showing 81–100 of 116 · page 5 of 6
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