In B2B SaaS marketing, SEO content is often criticized for being too broad. Product marketers frequently hear from teams that SEO is too generic and doesn’t adequately target the specific needs of high-value accounts. This feedback is common, but the issue isn’t inherent to SEO itself—it’s in how the strategy is applied.
SEO and ABM can work together to create a more targeted, personalized approach that ensures high-value accounts not only find your product but also engage with it meaningfully. Product marketers are crucial in bridging this gap, ensuring that content is both optimized for search and tailored to account-specific needs.
At (un)Common Logic, we help B2B SaaS product marketers refine their SEO and ABM strategies to ensure they are aligned and effective. Here’s how to tackle the common complaints about SEO being too broad and make sure your content hits the mark.
Why SEO Gets a Reputation for Being "Too Broad"
The primary reason SEO content can feel too generic is that it’s often designed to cast a wide net—targeting a large audience to increase traffic. While driving traffic is important, in the world of B2B SaaS, this can lead to content that doesn’t feel relevant to the specific pain points or needs of high-value accounts. In contrast, ABM focuses on deep personalization, speaking directly to a narrow audience of key decision-makers.
The tension between these two approaches can leave marketers feeling that SEO is missing the mark when it comes to relevance.
How to Tailor SEO for High-Value Accounts
To address these concerns, product marketers can apply ABM principles to their SEO strategy. Here’s how:
- Segment Your SEO Content: SEO doesn’t have to be one-size-fits-all. You can create content that targets specific industry verticals or buyer personas that are relevant to your high-value accounts. Instead of focusing on broad keywords that pull in too much general traffic, opt for long-tail keywords that speak directly to the niche issues your high-value accounts care about.
For example, instead of targeting “project management software,” consider more specific queries like “project management tools for enterprise IT teams” or “SaaS solutions for remote workforce management.” This not only boosts relevance but ensures the right decision-makers are finding your content.
- Tie SEO Content to the Sales Funnel: The key to making SEO content feel more tailored is aligning it with the specific stages of the buyer journey. Product marketers can create SEO content that addresses top-of-funnel awareness but also develops mid- and bottom-funnel resources that speak to those accounts as they move through the pipeline.
- Top of Funnel: Use blog posts or guides to educate potential buyers on the broader problems your product solves, using keywords that are still specific to your target industries.
- Mid-Funnel: Create case studies, whitepapers, or comparison pages that detail how your product addresses the needs of specific types of customers (e.g., SaaS solutions for healthcare compliance).
- Bottom of Funnel: Deliver product-focused landing pages and testimonials that address any remaining objections key accounts might have.
- Personalize Through Dynamic SEO Pages: One way to make SEO content more specific is by using dynamic content that changes based on user behavior or account characteristics. By incorporating personalization tokens and leveraging data-driven content on SEO landing pages, you can offer a more tailored experience without creating entirely new content for every account.
- Leverage Account Data for Keyword Research: Product marketers can dive into the insights provided by sales and product teams to learn what terms key accounts are using when they search for solutions. Combining ABM insights with keyword research tools can help uncover high-intent, niche search queries that align with the pain points of your target accounts. This makes SEO more relevant and aligned with your ABM efforts.
How ABM and SEO Work Together
When executed well, SEO fuels ABM by drawing in the right accounts before your sales team even begins outreach. Here’s how they complement each other:
- SEO Drives Awareness: By creating content optimized for industry-specific search terms, SEO ensures that decision-makers at target accounts are aware of your product early in the buying process.
- ABM Personalizes Engagement: Once your SEO content has attracted the right accounts, ABM steps in to deliver personalized, account-specific content that moves them further down the funnel. Together, they build trust and familiarity before direct outreach even happens.
The Role of Product Marketers in Driving This Strategy
Product marketers are uniquely positioned to refine SEO and ABM efforts. Here’s how:
- Align SEO Content with Product Messaging: Product marketers ensure that SEO content isn’t just keyword-stuffed but aligned with the product’s core value proposition. This makes content both discoverable and meaningful to target accounts.
- Collaborate with Sales and Product Teams: Product marketers work closely with sales and product development teams to gather insights about what resonates most with high-value accounts. This helps create SEO content that speaks directly to the needs and objections of those accounts, while also equipping the sales team with tailored messaging.
How (un)Common Logic Helps Tailor SEO and ABM for Success
At (un)Common Logic, we work with product marketers to create integrated SEO and ABM strategies that address the concerns of content being too broad. We help:
- Develop segmented SEO content that focuses on high-intent, niche keywords, making sure the right accounts find your product.
- Align SEO efforts with the ABM strategy, ensuring the content attracts the right decision-makers and sets up ABM campaigns for success.
- Personalize SEO landing pages and content using data insights and dynamic content techniques, making sure the experience feels tailored even before direct outreach begins.
To maximize success in B2B SaaS marketing, SEO must be both broad enough to drive traffic and specific enough to convert key accounts. By aligning SEO and ABM strategies, product marketers can ensure their efforts attract the right audience and deliver personalized experiences that convert. Ready to tailor your approach? Let’s chat!
FAQs About Tailoring SEO and ABM for B2B SaaS
- Why is SEO often seen as too broad in B2B marketing?
- SEO content is often designed to cast a wide net, driving traffic from broad keyword searches. In B2B SaaS, this can result in content that doesn’t speak directly to the needs of high-value accounts. However, by applying ABM principles to SEO, content can be more targeted and relevant.
- How do SEO and ABM work together?
- SEO attracts target accounts through search queries aligned with industry-specific pain points. Once these accounts engage with your content, ABM allows you to personalize the outreach, creating a seamless, effective strategy that moves accounts through the funnel.
- How can (un)Common Logic help optimize both SEO and ABM?
- (un)Common Logic collaborates with product marketers to develop highly-targeted SEO content that supports ABM efforts. We focus on aligning search intent with your key accounts’ needs, ensuring that SEO content drives awareness while ABM personalizes the engagement.