Voices of Search Podcast: The Future Of Revenue Intelligence Platforms In SEO

Podcast Information:

• Title: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
• Host/Author: I Hear Everything
• Episode: The Future Of Revenue Intelligence Platforms In SEO
• Release Date: April 10, 2025

Introduction

In this insightful episode of Voices of Search, host Jordan Cooney from Pre Visible engages in a deep conversation with Val Riley, the Vice President of Marketing at Insightly and Unbounce. Building on their previous discussion about leveraging CRM data for SEO, Jordan and Val explore the evolving landscape of revenue intelligence platforms and their pivotal role in shaping future SEO strategies.

Defining Revenue Intelligence

Jordan Cooney opens the discussion by seeking clarity on revenue intelligence for listeners unfamiliar with the term.

• Jordan Cooney [02:21]:
  "Can you tell me what does revenue intelligence mean for our listeners that aren't familiar with what this concept is? Give us a kind of a broad definition and view as to what that is."

Val Riley responds by highlighting the multifaceted nature of revenue intelligence, emphasizing its reliance on AI to enhance go-to-market strategies.

• Val Riley [02:21]:
  "Revenue intelligence platforms are defined as platforms that help you secure deep data and insights into your customers or prospects. Sometimes they've got a mix of technology for things like call recording or AI insights into sales conversations. The idea is using AI to power go-to-market teams in more efficient ways."

The Role of AI in Revenue Intelligence for SEO

The conversation delves into how AI-driven revenue intelligence can revolutionize SEO practices by providing more sophisticated data beyond traditional tools like Google Search Console.

• Jordan Cooney [03:13]:
  "As we think about powering go-to-market teams and using these insights, what's the best way for an SEO to connect with this? Who are they asking? Where are they digging?"

Val Riley explains that revenue intelligence platforms extend beyond CRM data by leveraging AI to identify profitable customers and predict market trends.

• Val Riley [05:51]:
  "AI will help us look beyond those ops, identifying the most profitable customers, examining where they're excelling, and working back to what strategies attracted these customers into your funnel. AI serves up this intelligence, reducing the need for manual data digging."

Utilizing Revenue Intelligence Data in SEO Strategies

Jordan prompts Val to elaborate on the practical applications of revenue intelligence data in SEO, focusing on keyword strategy and content planning.

• Jordan Cooney [06:24]:
  "Once we get our hands on this kind of data, maybe give us a sneak peek behind the curtain in terms of how do we use this? What's the utility of this?"

Val Riley outlines how identifying profitable customer search terms can inform and refine keyword strategies, ensuring content aligns with the language and intent of high-value prospects.

• Val Riley [07:39]:
  "Take the search terms your most profitable customers used along their buyer journey and apply those to your keyword strategy. This approach provides rich, unique keyword data that powers your content plan in a more targeted and effective manner."

Cross-sell and Upsell Opportunities Through Revenue Analytics

The discussion shifts to leveraging revenue analytics for cross-selling and upselling, highlighting the importance of focusing beyond just top-of-funnel strategies.

• Jordan Cooney [10:49]:
  "There's so much gain that can be fostered through what your existing customers are doing. How are you encouraging your teams to be mindful of cross-sell and upsell opportunities alongside chasing top-of-funnel topics?"

Val Riley emphasizes that expanding within the existing customer base is often more cost-effective than acquiring new logos. He shares insights on how to utilize revenue intelligence to inform content strategies aimed at upselling and cross-selling.

• Val Riley [12:02]:
  "We're deriving a great deal of our revenue from Upsell and Cross-sell. By analyzing what customers are purchasing and their journey, we can translate these insights into a content strategy that targets our existing customer base effectively."

Maintaining Creativity While Leveraging Data

A critical concern addressed is maintaining creative integrity while employing data-driven strategies. Jordan raises the potential risk of losing creativity when focusing heavily on data.

• Jordan Cooney [14:08]:
  "How do you keep the spirit of creativity inside as you unfold the strategy using revenue insight data?"

Val Riley responds by advocating for collaborative brainstorming sessions where data-driven insights are infused with creative input, ensuring content remains engaging and authentic.

• Val Riley [14:51]:
  "Take your keyword data to a brainstorming session. Use your team's creativity to turn keyword gold into engaging, human-friendly content that also speaks to search algorithms."

Getting Started with Revenue Intelligence Platforms

As the episode nears its conclusion, Jordan seeks actionable advice for listeners hesitant to dive into revenue intelligence due to perceived complexities and organizational silos.

• Jordan Cooney [16:56]:
  "How do you start this journey to using your revenue insight data to help form your keyword content and web experience strategy?"

Val Riley encourages a curiosity-driven approach, suggesting SEOs begin with a small, manageable subset of data to uncover actionable insights without feeling overwhelmed.

• Val Riley [16:56]:
  "Start with curiosity. Look at your top 6 to 10 most profitable customers and analyze their journeys within your revenue intelligence platform. Use that data to inform your SEO strategy, focusing on what drives repeatable revenue."

He underscores the importance of moving beyond vanity metrics to focus on data that directly influences revenue growth.

Conclusion

In wrapping up, Jordan Cooney reiterates the transformative potential of revenue intelligence platforms in SEO, emphasizing the balance between data-driven strategies and creative content creation. He offers pathways for listeners to engage further with Val Riley and the podcast, ensuring the audience can continue exploring these vital SEO strategies.

• Jordan Cooney [18:37]:
  "A huge thank you to Val Riley for joining us. Check our show notes for links to Val’s profiles and our company websites. Don’t forget to subscribe for daily SEO and content marketing insights."

Notable Quotes:

• Val Riley [05:51]:
  "AI is helping serve up that intelligence to you a little bit more."

• Val Riley [07:39]:
  "Your keyword strategy can sometimes feel a little redundant when you take the natural language of your most profitable customers."

• Val Riley [12:02]:
  "Expansion within your customer base is really the power to drive a business forward."

• Val Riley [14:51]:
  "Inject your creativity and humor into those keywords to create content that people want to consume."

Resources and Contact Information:

• Val Riley: Insightly | Unbounce
• Jordan Cooney: Pre Visible | Twitter: @JTKOENNE
• Podcast Website: voicesofsearch.com
• Social Media Handles: @voicesofsearch on LinkedIn, Twitter, Instagram, and Facebook
• Host Contact: @Benjshab on social media

This episode of Voices of Search underscores the indispensable role of revenue intelligence platforms in modern SEO strategies, advocating for a harmonious blend of data-driven insights and creative content development to drive sustainable business growth.