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I consult in the dental industry.  Many professionals in this industry are operating in the dark ages when it comes to marketing. Any ideas about using research tools data to create client interest in dedicating marketing spend on SEO services vs their other current antiquated marketing methods? I am approaching potential clients to pitch SEO.  They aren't necessarily seeking SEO services currently but have a strong marketing budget.  I would like to use seomoz tools data about their site and competitors as way to show possibilities/potential of SEO services to gain interest in further discussion of SEO benefits.