“When a B2B prospect has been dealing with a problem for long enough, they might just assume that’s just the way it is.”
This presents a golden opportunity explains Jen Spencer, VP of Sales and Marketing at Allbound.
“The more we can engage with our prospects, the more we’re able to explain that there is another way to think about their problem; another way to solve it,” says Spencer.
LeadGenius recently sat down to chat with Jen at #OpsStars, a Dreamforce satellite event for marketing and sales operations professionals, to discuss proactively addressing pain points, event networking strategy, and the launch of the Allbound Collaborate conference.
“The way we track effectiveness of content is through inbound lead quality,” says Spencer.
Referral traffic is another big indicator of content effectiveness for Allbound, but Jen points out that even the best reporting will not provide 100% visibility into every channel.
At the end of the day, Jen wants to be sure that her team is not only creating content that is driving leads that fit Allbound’s buyer personas. Even a well defined Ideal Customer Profile (ICP) usually contains some elements of subjectivity. Data drives modern marketing, but data can be misleading if it is incomplete, inaccurate or misinterpreted. interpreted.
“It’s about accepting as marketers that marketing is a blend of art and science,” says Spencer.
Engagement and education; no need to reinvent the wheel.