This interview is with Supriya Shrivastav, Sr. SEO Executive at Taazaa Inc.

Supriya Shrivastav, Sr. SEO Executive, Taazaa Inc

Welcome, Supriya! Can you tell us a bit about your journey to becoming a Digital Marketing Expert at Taazaa and what excites you most about this field?

Thank you! My journey to becoming a Digital Marketing Expert has been an exciting mix of learning, experimentation, and growth. I started my career in SEO and digital marketing over six years ago, diving deep into organic search strategies, content optimization, and online reputation management. My early roles at Adreno Technologies, Moshi Moshi Communication, and Saffron Tech helped me master various aspects of SEO, PPC, SMO, and ORM across multiple industries like healthcare, SaaS, e-commerce, and real estate.

At Taazaa, I took on the role of Sr. SEO Executive, refining my expertise in technical SEO, competitor analysis, backlinking, and website audits. Over time, my passion for strategy and data-driven marketing led me to my current position as a CMO in a tech/SaaS company, where I focus on growth marketing, demand generation, and brand positioning.

What Excites Me Most About Digital Marketing? Constant Evolution – The digital landscape is always changing, with new algorithms, trends, and technologies keeping things fresh.

Data-Driven Impact – I love using analytics to refine strategies, optimize conversions, and drive measurable business growth. Creativity Meets Strategy – The blend of content, SEO, and branding allows for both creative storytelling and analytical decision-making. Helping Businesses Scale – Seeing brands grow through effective digital marketing strategies is incredibly rewarding. Would you like me to share specific experiences or insights related to SEO in the SaaS industry?

You've spent over 7 years in marketing and sales within the technology sector. How has this experience shaped your perspective on navigating the ever-evolving world of digital marketing?

With over 7 years in marketing and sales within the technology sector, my experience has shaped my perspective on digital marketing in three key ways:

1. Agility is Key in a Constantly Evolving Landscape. The tech industry moves fast, and so do digital marketing trends. From Google algorithm updates to AI-driven marketing and evolving buyer behaviors, staying ahead requires continuous learning and adaptability. I’ve learned that what worked yesterday may not work tomorrow, making experimentation and data analysis essential for success.

2. Data-Driven Decisions Drive Growth. In tech and SaaS, marketing isn’t just about visibility—it’s about measurable growth. My experience has reinforced the importance of:

- Performance analytics (SEO metrics, conversion rates, engagement)

- User intent and behavior tracking (understanding what drives leads to take action)

- Revenue-focused marketing (aligning efforts with sales goals to maximize ROI)

I’ve learned that marketing and sales alignment is non-negotiable, ensuring that demand generation efforts translate into actual revenue.

3. Personalization and Customer-Centric Strategies Win. Technology buyers today expect tailored experiences. Generic campaigns don’t work anymore. My experience has taught me that:

- SEO should be intent-driven (matching content to the customer journey)

- Content marketing should be solution-oriented (addressing real pain points)

- Automation and AI-powered personalization improve engagement and retention

By focusing on customer experience, trust-building, and high-value content, I’ve helped brands scale their digital presence while ensuring long-term audience loyalty.

Final Thought: Digital marketing isn’t just about following trends—it’s about strategic execution, agility, and customer obsession. My journey has taught me that success lies in balancing creativity, analytics, and adaptability to drive meaningful business impact.

Many marketers struggle to strike a balance between leveraging technology and maintaining a human touch. Can you share a campaign or initiative where you successfully combined both, and what key takeaways our readers can learn from it?

Absolutely! One campaign that successfully balanced technology and human touch was a personalized email and content marketing strategy we executed for a SaaS client targeting mid-sized businesses.

Campaign Overview:

The goal was to increase product adoption and lead conversions by combining AI-driven automation with personalized human interactions.

How We Blended Tech and Human Touch:

Data-Driven Audience Segmentation – Using HubSpot CRM and AI-driven analytics, we segmented leads based on their engagement level, pain points, and past interactions.

Personalized Email Sequences – Instead of generic nurture emails, we created dynamic content-driven emails addressing specific user needs. We used AI-powered subject line testing but ensured the messaging felt personal and consultative.

Video and Interactive Content – We incorporated short, personalized Loom videos from sales reps, addressing key concerns based on user activity.

Live Chat + AI Chatbot – We deployed an AI chatbot for quick responses but seamlessly transitioned high-intent leads to real sales reps for a humanized conversation.

LinkedIn and Webinar Engagement – Beyond automation, we encouraged personal LinkedIn outreach and hosted live Q&A webinars to establish trust and real connections.

Results and Key Takeaways:

45% increase in email engagement due to AI-powered personalization. 30% higher conversion rate from chatbot leads that transitioned to real sales reps. Stronger customer trust and loyalty through real human interactions in video and LinkedIn conversations.

What Marketers Can Learn:

Automation is powerful, but human connection builds trust. Use AI for efficiency but add personal touches like videos, social engagement, and live conversations. Intent-based marketing wins. Technology should enhance user experience, not replace human interaction. Test and refine. Use analytics to track what works, but always adapt based on real customer feedback.

Personalization is a hot topic in digital marketing. Can you provide an example of how you've used technology to deliver personalized experiences at scale, and what advice would you give to marketers looking to do the same?

One standout example was a personalized content and email marketing campaign I executed for a SaaS company looking to increase free-to-paid conversions. The challenge was to engage thousands of leads at different stages of the funnel without losing the human touch.

How We Scaled Personalization with Technology

1. AI-Driven Audience Segmentation – Using HubSpot CRM and Clearbit, we grouped leads based on:

- Industry and company size

- User behavior (e.g., trial sign-ups, feature usage)

- Engagement level (e.g., opened emails, downloaded content)

2. Dynamic Email and Website Personalization – We used Marketo and Drift to tailor messaging:

- Emails addressed pain points specific to each segment.

- Landing pages dynamically changed headlines and CTAs based on the visitor’s industry and actions.

3. Behavior-Based Retargeting Ads – We leveraged Google Ads and Meta Ads to show hyper-personalized ads based on:

- Features they explored but didn’t use.

- Pain points they engaged with in blog content.

4. AI-Powered Chatbots with Human Follow-Ups – Using Intercom, we:

- Provided real-time assistance via chatbot.

- Escalated high-intent conversations to human sales reps.

Results and Key Takeaways

- 35% increase in email engagement through intent-based personalization.

- 20% higher free-to-paid conversions with personalized website experiences.

- More efficient lead nurturing as AI-driven personalization allowed the team to focus on high-value interactions.

The digital marketing landscape is constantly changing. What process do you use to stay updated on new technologies and trends, and how do you determine which ones are worth investing time and resources in?

As a digital marketing expert, staying ahead in this fast-changing landscape requires a structured approach to learning, testing, and implementation. Here's my process:

1. Continuous Learning & Industry Monitoring:

Trusted Industry Resources – I regularly follow Google Search Central, Search Engine Journal (SEJ), Moz, Ahrefs Blog, and Neil Patel for SEO and digital marketing updates.

Webinars & Conferences – Attending Google Marketing Live, MozCon, and BrightonSEO keeps me updated on emerging strategies.

LinkedIn & Twitter (X) Thought Leaders – I engage with industry experts like Danny Sullivan, Barry Schwartz, and Rand Fishkin for real-time insights.

2. Hands-On Testing Before Full-Scale Implementation:

Pilot Testing New Technologies – Instead of blindly adopting every trend, I run small-scale experiments before investing fully.

A/B Testing & Data Analysis – Whether it's AI-driven content, automation tools, or new ad formats, I compare results before scaling.

Tracking ROI & Business Impact – Every new tool must prove its worth through measurable improvements in rankings, conversions, or engagement.

3. Selective Investment in High-Impact Technologies:

AI & Automation – I focus on AI-powered tools like ChatGPT for content ideation, Jasper for automation, and SEMrush for predictive analytics.

Personalization & Customer Experience – Investing in dynamic content platforms, AI chatbots, and hyper-targeted ads to improve user engagement.

Voice & Visual Search SEO – With Google’s advancements, I optimize content for voice search and image recognition.

How I Decide What’s Worth Investing In:

Alignment with Business Goals – If a trend doesn’t drive SEO performance, lead generation, or brand authority, it’s not worth the investment.

Adoption by Industry Leaders – If leading brands and competitors are adopting a strategy, I analyze its potential impact.

Scalability & Long-Term Viability – I avoid “hype-driven” trends and focus on sustainable growth strategies.

Final Thought:

Staying updated isn’t just about following trends—it’s about strategic adoption and data-backed decision-making. By balancing continuous learning, testing, and ROI-driven execution, I ensure that every digital marketing investment delivers measurable success.

Can you share an instance where you had to adapt your digital marketing strategy due to an unexpected technological shift or industry disruption? What did you learn from that experience?

Adapting Digital Marketing Strategy Amid an Unexpected Industry Disruption

One major instance where I had to pivot my digital marketing strategy was during the Google Helpful Content Update (HCU) rollout. This unexpected algorithm shift significantly impacted content rankings, prioritizing human-first, value-driven content over SEO-optimized but generic pieces.

The Challenge

Traffic Drop & Keyword Volatility – Several high-ranking pages lost visibility overnight due to the algorithm favoring user experience over keyword density.

Content Devaluation – Content that was once ranking well was flagged as too “SEO-driven” rather than audience-focused.

Declining Click-Through Rates (CTR) – Google’s increased emphasis on rich snippets and AI-generated answers reduced organic CTR.

How I Adapted the Strategy

1. Shifted from SEO-First to User-First Content

Conducted content audits to identify thin, redundant, or overly optimized content.

Prioritized E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in content creation.

Focused on first-hand insights, case studies, and expert-driven articles instead of just keyword-heavy content.

2. Optimized for Search Intent & Zero-Click Searches

Created FAQ-style content, structured data markup, and concise answers to increase chances of featured snippets.

Implemented interactive content (quizzes, calculators, tools) to drive engagement despite the rise of AI-generated search results.

3. Diversified Traffic Channels Beyond Google

Invested more in LinkedIn thought leadership, YouTube SEO, and community engagement.

Strengthened email marketing & retargeting to retain audiences beyond search.

Results & Key Learnings

Recovered 80% of lost traffic within 3 months through revamped content strategies. Improved user engagement metrics (higher dwell time, lower bounce rate) by prioritizing audience value over pure SEO tactics.

Future-Proofed Content Strategy – This experience reinforced the need to stay agile, experiment quickly, and prioritize authentic, high-value content.

Final Takeaway

Always stay adaptable. Algorithm shifts and tech disruptions will keep happening—what matters is how quickly you analyze, adapt, and innovate. SEO isn’t just about rankings; it’s about delivering real value that stands the test of industry shifts.

Data privacy is a growing concern for marketers. How do you ensure ethical data collection and usage in your digital marketing efforts, and what tips can you offer to others in the field?

Ensuring Ethical Data Collection & Usage in Digital Marketing

With growing concerns around data privacy, GDPR, CCPA, and evolving cookie restrictions, ethical data collection is no longer optional—it’s essential. As a digital marketing expert, I follow a transparent, compliant, and user-first approach to data handling.

How I Ensure Ethical Data Collection & Usage

1. Transparency & User Consent First

- Implement clear & user-friendly consent banners (cookie policies, opt-ins).

- Use explicit opt-ins for email marketing instead of pre-checked boxes.

- Clearly state what data is collected, why, and how it will be used in privacy policies.

2. Shift to First-Party Data & Privacy-Focused Tracking

- Encourage users to willingly share data via gated content, surveys, and loyalty programs.

- Use server-side tracking & first-party cookies instead of relying on third-party data.

- Leverage Google’s Consent Mode & GA4’s privacy-centric analytics.

3. Ethical Retargeting & Personalization

- Avoid aggressive or intrusive retargeting; limit ad frequency to prevent overexposure.

- Personalization should be based on real user intent & behavior, not just bulk data collection.

- Implement contextual advertising instead of behavior-based tracking to respect user privacy.

4. Stay Compliant & Updated on Regulations

- Ensure compliance with GDPR, CCPA, and upcoming privacy laws.

- Regularly audit & update data protection policies.

- Educate teams on ethical data practices & cybersecurity.

Tips for Marketers to Handle Data Responsibly

- Collect only what’s necessary – Don’t gather excess user data you don’t need.

- Anonymize & encrypt sensitive data to enhance security.

- Give users control – Offer easy opt-outs, preference management, and clear privacy settings.

- Use AI & machine learning responsibly – Ensure AI-driven personalization doesn’t compromise privacy.

Final Thought

Ethical marketing isn’t just about compliance—it’s about building trust with users. By focusing on transparency, security, and respect for user privacy, businesses can create sustainable, user-first digital marketing strategies.

Looking ahead, what emerging technologies or trends do you believe will have the biggest impact on the future of digital marketing, and how are you preparing for them?

The Future of Digital Marketing: Key Trends & Preparation The biggest game-changers in digital marketing will be AI-driven automation, cookieless tracking, and hyper-personalization. With Google phasing out third-party cookies, marketers must shift to first-party data strategies and privacy-first analytics like GA4 and server-side tracking.

AI-powered tools, such as ChatGPT for content generation and predictive analytics for user behavior, will further refine personalization at scale. Meanwhile, voice search, visual search, and AR/VR marketing will reshape how users interact with brands. To stay ahead, focus on experimenting with AI-powered tools, implementing privacy-compliant data collection methods, and diversifying traffic sources beyond Google (e.g., LinkedIn, YouTube, and community-driven marketing).

Marketing automation and real-time customer engagement will be crucial for efficiency and scalability. By combining technology with a human-centric approach, marketers can create data-driven, trust-based, and highly personalized experiences that drive long-term brand growth.

What final piece of advice would you give to aspiring digital marketers who are just starting their careers in this exciting and dynamic field?

Final Advice for Aspiring Digital Marketers

Master the Fundamentals, but Stay Agile – Start with core skills like SEO, PPC, content marketing, and analytics, but be ready to adapt as technology evolves.

Develop a Data-Driven Mindset – Learn how to analyze key metrics (CTR, conversion rates, ROI) and make decisions based on real insights rather than assumptions.

Experiment & Stay Curious – Digital marketing is constantly changing. Test new tools, run A/B experiments, and never stop learning from industry leaders and case studies.

Focus on Providing Value, Not Just Rankings or Ads – Whether it’s SEO, social media, or email marketing, success comes from solving real customer problems and building trust.

Network & Build Your Personal Brand – Engage with industry professionals on LinkedIn, attend webinars, and showcase your expertise through blogs or projects.

Be patient, stay consistent, and embrace innovation—the best marketers are always learning!

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

You're very welcome! Digital marketing is an ever-evolving field, and the key to long-term success is continuous learning, adaptability, and a customer-first approach. One final thought: Don’t just follow trends—understand them. Experiment, analyze data, and refine your strategies based on what works for your audience.

Whether it’s AI, personalization, or privacy-focused marketing, staying ahead requires innovation and a willingness to test new ideas. Also, networking and personal branding are just as important as technical skills. Engage in industry discussions, share your knowledge, and always be open to new opportunities. If you ever need insights on SEO, performance marketing, or digital strategy, I’d be happy to connect and share more!