An interview with Monika Kisielewska, SEO Content Manager at Cognism
We sit down with Monika Kisielewska, SEO Content Manager at Cognism. Cognism is a leader in international sales intelligence, setting a new standard for data quality and compliance, trusted by 1800+ revenue teams worldwide.
How did you end up at Cognism and what problem does Cognism solve for its clients?
Cognism is a sales intelligence platform that helps B2B companies target ideal-fit prospects. It also provides compliant and accurate contact data. I joined Cognism in January 2022 with a strong background in e-commerce and SaaS SEO.
As the SEO Content Manager, what are your main responsibilities at Cognism?
When I first started at Cognism, my job was to develop an SEO content map and improve tracking and reporting results. My responsibilities include identifying growth opportunities, improving Cognism visibility on SERP and conversions from SEO. I closely work with product and market intelligence teams and report progress to key stakeholders.
To get a bit more technical, which methods work best for making people aware of and interested inCognism , and why do you think they work so well?
We're focusing on capturing traffic for BOFU keywords and competitor brand names. These are producing high-intent traffic that is more likely to convert. Then, we're tying our organic traffic to demos booked to prove the channel’s success.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
We're operating in an established category. While we do target top-of-the-funnel keywords organically, these aren't our main focus at the moment because they don't bring the in-market users to the site. TOFU pages' purpose is to build topical authority for our more transactional keywords.
What marketing tactic have you employed at Cognism or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
Try video and image SEO. I think many companies overlook this while it's proved to attract valuable traffic to the websites I’ve worked with.
Has your Growth team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
We're using outbound techniques to build partnerships with other SaaS companies for link-building and guest posting.