Understanding Search Intent and Why It’s Important Especially in B2B
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Speaker : KATHRYN STRACHAN
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When : Friday, February 07, 2025
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Time : 01 : 00 PM EST
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Kathryn E Strachan is a seasoned digital marketing strategist, keynote speaker, and mentor with extensive experience in B2B marketing and branding. With a career spanning leadership roles and industry recognition, Kathryn has worked with diverse brands to craft compelling content strategies, optimize search performance, and deliver measurable business results.
As a former agency leader and a sought-after speaker at events like Money20/20, London Tech Summit, and The Drum FinTech Fringe, Kathryn brings a wealth of knowledge on topics like SEO, innovative workplace practices, and personal branding. She has also guest lectured on the MBA programme at NYU and collaborated on professional development initiatives like the RiseUp mentorship program for Money20/20 and creative mentorship through the British Interactive Media Society.
With a proven track record in guiding businesses to align their marketing strategies with audience intent, Kathryn combines practical insights with a passion for education. Her engaging and interactive teaching style ensures participants leave with actionable takeaways to transform their marketing efforts and drive results.
Search intent plays a pivotal role in shaping digital strategies, especially in B2B industries, where understanding the customer journey is critical for success. This session delves deep into the concept of search intent—informational, navigational, transactional, and commercial investigation—and why it is vital to address these intents in your content strategy.
Participants will explore how search intent influences SEO, content creation, and the overall user experience. Through real-world examples and case studies, you'll discover the tools and methodologies needed to identify intent effectively, the role of intent in keyword research, and how to optimize your content to match it. Furthermore, this session will highlight the nuances of intent in B2B marketing, where decision-making involves multiple stakeholders and prolonged cycles.
By attending, you will gain a competitive edge in designing content that not only ranks higher but also resonates with and converts your audience.
Areas Covered
- What is search intent?
- Categories of search intent: informational, navigational, transactional, and commercial investigation.
- Tools and strategies to identify search intent.
- Aligning search intent with content marketing strategies.
- The role of intent in B2B buyer journeys.
- Measuring the success of intent-driven content strategies.
Who Should Attend
- Digital Marketing Managers
- SEO Specialists
- Content Strategists
- B2B Marketers
- Product Marketing Managers
Why Should You Attend
In the competitive landscape of B2B marketing, businesses often struggle to connect with their audience in a meaningful way. Many fail to address the underlying intent behind search queries, leading to missed opportunities and subpar engagement.
This session will help demystify search intent and demonstrate how leveraging it can transform your digital marketing strategy. Participants will learn actionable insights to identify intent, align it with their content marketing efforts, and achieve measurable business outcomes. Whether you're grappling with low website engagement or poor lead quality, understanding search intent can be the key to unlocking higher performance.
Topic Background
Search intent refers to the primary goal or purpose a user has when entering a query into a search engine. In B2B contexts, understanding this intent is critical because it informs how businesses can create content, optimize websites, and design marketing strategies to meet their audience's needs at every stage of the buyer's journey. Given the complexity of B2B sales cycles and decision-making processes, aligning content with search intent can significantly enhance lead quality and conversion rates.
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$160.00
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