Leveraging CRM Data For Comprehensive SEO Metrics
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
21 min
3 speakers
6 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the background of Insightly, Unbounce, and the guest’s role?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Hello, marketers and SEOs. My name is Jordan Cooney from Previsible. Joining me today is Val Riley, who is the VP of Marketing at Insightly and Unbounce, a set of platforms that support customer relationships, landing page optimization, and CRM efforts. Today, Val and I are going to discuss leveraging CRM data for comprehensive SEO efforts. With that, here's my conversation with Val Riley, VP of Marketing at Insight Lee and Unbounds. Val, welcome to the Voice to Search Podcast.
I'm so glad to be here. Thanks for having me.
Likewise, Val, it's always great to have a marketing leader on. It's insightful not only for the SEO community, but it it sounds like uh the c collections of brands at Insight Lean Unbounce offer uh a vast amount of marketing technology and and support. Can you tell us a little bit about the mix of brands, how this came to be and and and what you guys offer in the market?
Yeah, absolutely. It's it's definitely a a bit of an eclectic mix from the outside, but when you hear the story from the inside, it makes perfect sense. Unbounce, obviously the category leader in landing page builder, has been around for a while, kind of synonymous with landing pages. Um Unbounce acquired uh a marching marketing attribution software a few years ago called Leads RX. And really again the same audience selling to marketers and Leeds RX is a full attribution solution. So really multi-touch attribution at its finest. And then about seven months ago, Unbounced made another acquisition. They acquired um InsightLee CRM. And so the CRM platform for Insightly has uh the core CRM functionality, marketing automation.
some middleware for connect doing integrations and uh a service and ticketing ac app and built in there. So across all three brands, really now we're offering a really go-to-market platform for go-to-market teams of mid-market companies.
And when you think about this opportunity, right? This opportunity that that that spans different disciplines and capabilities, the first thing that comes to mind for me is the data. Like you just got loads of data now that I mean, any other company would be would be jealous to have, that any marketer could could leverage to better drive their campaigns and efforts. How are you guys thinking about that? piece of of the story when it comes to the combination of these companies, the the existing data that that's in w each of them, and then how you guys use that to help your your customers.
Yeah, super insightful of you, Jordan, actually, because when you think about Unbounce, uh the landing page solution, they Landing page builder gives you a lot of visibility into the conversion, right? Did these people come to this page and did they convert? To great data point. When you put the CRM data around that, now you get a much more comprehensive picture, right? Now you can see. Not only that did that customer convert, but what was their journey post-conversion? Did that conversion turn into a a demo request? Was that demo set? Um, was there an opportunity created? Did the opportunity close? You know, did it did it uh renew a year later, right? You get that full continuity of data.
How does combining CRM data with landing‑page analytics create a full customer journey view?
So really focusing in on the unbound data, which is hyper focused on Conversion rate optimization for that landing page and then putting all the data around it to say. How is this really producing better outcomes for our company and really driving revenue?
Yeah, that's I think I think that's one of the most unique things.
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Chapters
6 chapters
1
What is the background of Insightly, Unbounce, and the guest’s role?
0:00–3:59
2
How does combining CRM data with landing‑page analytics create a full customer journey view?
3:59–8:15
3
Why are closed‑won opportunity notes considered gold for SEO keyword research?
8:15–11:39
4
How can AI be used safely to surface exact buyer language from CRM notes?
11:39–15:16
5
What steps turn extracted buyer phrases into actionable SEO content?
15:16–18:44
6
How does targeting specific verticals (e.g., manufacturing, healthcare) boost SEO performance?
18:44–21:15