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 ways to use data to analyze your market and the benefits of an integrated marketing approach.

 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