This episode features an interview with Allyson Havener VP of Marketing at TrustRadius. TrustRadius is the most trusted review site for business technology, serving both buyers and vendors. Allyson leads the marketing strategy across all functions including demand gen, PR, product, and partner marketing.
On this episode Allyson shares her insights into strategic story arcs that shape B2B narratives, ways to use data to analyze your market, and the benefits of an integrated marketing approach.
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“When you think about content and what you’re going to say, you have to have strong messaging. Think about what you’re trying to say and the point that you want to drive home with your audience.” - Allyson Havener, VP of Marketing, TrustRadius
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Episode Timestamps:
*(02:37) - Allyson’s role at TrustRadius
*(03:53) - Segment: Trust Tree
*(10:48) - Benefits of an integrated marketing approach
*(12:11) - Segment: The Playbook
*(16:55) - Shaping strategic story arcs
*(18:03) - Using data to analyze your market
*(25:56) - Segment: The Dust Up
*(27:13) - Segment: Quick Hits
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Sponsor:
Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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Links
Getting Crafty as a Lean, Mean Team
Where to Play and How to Win
Showing Up for Customers Through Your Product
Strategically Organizing Your Own Customers
The Niche Media Approach
Bringing Value at Every Stage of the Customer’s Journey
The Future of Gifting is AI Enhanced
Defining the Enemy When Rebranding
Brand as the Hub of Your Go-To-Market Approach
The Customer Journey Isn’t a Funnel - It’s a Spiral
The Venn Diagram of Content Marketing
Part 10: Top Marketing Leaders Share Their Most Uncuttable Budget Items
Brand as a Competitive Advantage
Strengthening Your Sales Relationship
Using Incentives to Drive Impact
Accountability in Experimentation
Be the Easiest Company to Buy From
Investing in Community and Relationships
Being the “Voice of” and “Voice to” the Market
Using Neuroscience to Understand Your Customer
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