Allyson Havener
DEMAND GEN VISIONARIES
/
EPISODE
103
Strategic Story Arcs That Shape B2B Narratives
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.
TrustRadius is the most trusted review site for business technology, serving both buyers and vendors. TrustRadius helps buyers make better product decisions based on unbiased and insightful reviews, they also help vendors leverage the authentic voice of their customers across their sales and marketing channels.TrustRadius optimizes for content quality, data integrity, and helps vendors unleash the power of reviews in their own channels.
INDUSTRY
Information Services
FOUNDED
2012
WEBSITE
https://www.TrustRadius.com

Allyson Havener leads the marketing strategy at TrustRadius across all functions including demand gen, PR, product, and partner marketing. She’s driven to establish TrustRadius as the platform where buying decisions are made. Allyson brings experience and expertise in hyper growth marketing from previous roles at LiveRamp, an enterprise SaaS company. In her spare time she teaches yoga and finds anything to do outdoors. Allyson was also a ballerina in Dubai and graduated from University of California, Santa Cruz.

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Episode Summary

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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Key Takeaways

  • When you think about demand gen, think about the story arc and how you're getting people to interact with your brand in a really consistent, integrated way
  • Information and content needs to be readily available for wherever customers are in their buyer's journey 
  • Figure out what your customers are talking about, what they care about, and build from that

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Quotes

“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

Episode Transcript

‍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

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