This episode features Nate Skinner, CMO of Onfido, an AI-based technology that’s creating a new standard for online identity services. He discusses why it’s financially smart to build a long-term organic search strategy and the importance of making continuous content creation a key component. Plus, Nate shares insight into closing the gap between sales and marketing, and much more.---------Quotes“The first indicator that [organic search] was working was we were paying way less money in paid advertising... That was huge. That lets you do other things. Let's take those dollars and put them in events, or let's take those dollars and put them into customer advisory boards, or anything else that marketing needs to drive outcomes. It literally created space to do more.” - Nate Skinner---------Key TakeawaysInvest in organic search marketing for a more cost-effective long-term strategy.Extensive analysis only results in first-page rankings if paired with continuous content creation.Stay up-to-date knowing what questions your customers are asking in order to offer solutions with value.---------Time Stamps:* (1:15) Meet Nate Skinner, CMO at Onfido* (3:30) Biggest gaps in how marketing teams execute * (5:32) Nate’s role as CMO at Onfido* (8:30) When SEO first came on Nate’s radar* (14:05) Mastering customer-first marketing to increase organic search traffic * (16:25) Closing the loop between sales and marketing* (20:10) How to view SEO in the modern age* (23:32) Account-based marketing vs. broad-based marketing* (31:20) Quick Hits--------SponsorThis podcast is brought to you by DemandJump. Tired of wasting time creating content that doesn’t rank? With DemandJump you know the exact content to create to increase 1st-page rankings and drive outcomes. Get started for free today at DemandJump.com.--------LinksConnect with Nate on LinkedInConnect with Christopher on LinkedInConnect with Ryan on LinkedInLearn more about OnfidoLearn more about DemandJump