I think that SEO has changed from this discipline where you have a blueprint of how things should be, and where you try to come as close to the blueprint as possible, to a discipline where everything is on the line and you have to test basically everything.

We use an integrated campaign framework to make sure that we're creating the right content for the right audience and that's going to get used, both on the digital side and the account based marketing side, to generate demand and pipeline.