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We may not realize it, but we search for everything. From everything we ask Siri, to each time we look up that quickest route home, it’s all considered a search. This has been going on for years now, but it’s not occurring the same way as it did in the past. SEO is now more in the picture than ever, and it’s a powerful field. On this episode of Marketing Trends, Moz CMO and head of sales, Christina Mautz, discusses everything SEO, and why an investment in SEO is an investment in the future.

Key Takeaways:

  • New Reality: The future of SEO is about being present and being accessible where your customers need you. Search is no longer an arbitrary function that’s experienced in one area.
  • One Team, One Goal: Sales and Marketing no longer act independently as one another. Marketing drives sales and sales drives marketing, so you can’t just be experienced in one field.
  • No Pain No Gain: To understand the customer and their journey, you have to have a deep understanding of that customer and their pain points.
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Key Quotes:

“SEO is a very powerful field. It’s a field that is changing often because marketers are always looking for ways to evolve their content and get their site to rank and to be noticed.” 

“When you say, ‘What’s going on with search? What’s going on with SEO?’ The power to be present, where people need you, that’s the future of search. It’s not about searching anymore because the next generation, it’s outside of their vocabulary. It’s just part of their reality.” 

“If you want to participate in that customer journey versus just having them participate with your competitor, you need to be present at all of the moments of their journey, and that’s strategic.”

“As a marketing leader, if you are not being attentive to search as part of your overall marketing strategy, you probably are leaving money on the table or putting money at risk.” 

“When you’re leading marketing [teams], you’re leading content marketing, email marketing, and you’re reading all your channels, you’re beating customer retention and brand growth. There are so many different functions throughout marketing that I think it could be challenging to take on without having some experience in those different functions.”

“Customer experience is having a deep understanding of the customer and their pain.”

“You can use marketing for good or evil because marketing is incredibly powerful. As marketers, we must be responsible and understand that power and to truly do our absolute best to use it for good.”

Bio

Christina Mautz is a Chief Marketing Officer at Moz. She is a strategic leader with demonstrated success building and leading top-performing global teams targeting commercial (business-to-business) customers across enterprise, mid-market, and small business segments. Known for developing and driving strategic change initiatives based on market insights to enable greater efficiency and facilitate growth. Mautz’ previous stops include time with Yahoo! And Amazon.

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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