This episode features an interview with Justin Shriber, CMO of People.ai, a revenue operations and intelligence platform that uses patented AI technology to transform business activities and maximize marketing ROI.

Justin has over two decades of software and marketing experience, including previous stops as Vice President of Marketing at LinkedIn and Regional Vice President of Oracle’s Cloud CRM. 

On this episode, Justin explains why a website built for everyone is a website built for no one, why you shouldn’t think of your SEO strategy in broad generalities, and why you need to view your marketing effort as a system with each part reinforcing all the other parts.

• Marketing is a system. Each part of the system needs to contribute to the whole.
• Before you start working on your SEO, be clear about what your message and story is. Come up with a tight content strategy. Then finally, think about how to make it discoverable.
• Your website should not be all things for all people. Keep personas in mind and map out how each different persona will use your site.

“I'm a big believer that you've got to have a tightly integrated strategy. Everything needs to come together and each part needs to reinforce all of the other parts. I often think of marketing as a system where each of the parts needs to contribute to the overall system.” 

“SEO is one of those seeds that you plant in the ground and it takes a long time for it to blossom, but after a while it becomes as big as an Oak tree and it becomes the gift that keeps on giving.” 

“From my experience, people don't have the patience with SEO to really see it through. Before you even put anything out there, be clear about what your message and your story is. From there, come up with a tight strategy that thinks through all of the different pieces of content. From there, think about how to make it discoverable. All of these different facets and dimensions are pretty complicated. Although, once you get that thing dialed in, it's a powerful moat.”

“The danger of the website is that you can attempt to make it all things to all people. We're very focused on two priorities for our website: First and foremost, it is a lead gen tool for us. And secondly, it is a platform for our thought leadership.”