#71 Morgan Petrov - SEO as a part of B2B demand generation [English]

In this episode of the Inbound4Cast Morgan Petrov talks about how SEO should be seen as a part of B2B demand generation.Topics we cover:Morgan got into SEO in 2020 during the pandemic and now specializes in regulated industries like healthcare and finance. She enjoys the challenge of SEO for B2B.Many B2B companies focus too much on short-term demand capture like paid ads instead of long-term demand generation with valuable content. Good SEO starts with solving user problems.Creating content around advancing people's careers is powerful for B2B demand gen, as many search for this. Focus on how your product benefits end users.Collaborating between marketing and sales teams is key but often challenging. Agencies can help by encouraging this alignment.Morgan uses AI like ChatGPT for assistance writing but says humans are still needed to contribute original ideas and critical thinking.With AI search results, optimize overall brand representation and content quality rather than trying to dominate. Fix inaccurate brand info shown.Ask "why" about everything as a B2B marketer to spur creativity and growth. Don't just stick to the status quo.