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Strategic Story Arcs That Shape B2B Narratives

On this episode, Allyson shares 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
Allyson Havener

Guest Bio

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.

Guest Bio

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.

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.

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

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

Episode Highlights

*(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

Episodes Transcript

  • 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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