Episode 29

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Published on:

6th Sep 2023

29: Customer-Centric Marketing: Why B2B Marketers Need to Prioritize Customer Research - with Tracey Doyle, CMO at Analytics8

In this episode of Women in B2B Marketing, host Jane Serra interviews Tracey Doyle, the CMO of Analytics8. Tracy shares her approach to customer research, including conducting yearly win-loss analysis and personally interviewing top customers. She also highlights the importance of aligning sales, marketing, and customer success teams and discusses the challenges of accurately tracking lead sources.

Tracey walks us through:

  • her 10+ years at Analytics8 and how the marketing team has evolved
  • delivering a successful rebrand in under 4 months
  • meeting with people across the company to assess current marketing programs
  • conducting formal win-loss analyses to gather unbiased customer research
  • her key questions for customer interviews
  • the need to be agile and willing to change course if a marketing strategy is not working
  • effectiveness of social media and newsletters in reaching a broad audience and staying top of mind
  • launching an ambassador program to activate individuals and personal brands
  • the importance of working with people you trust

Key Links:

Guest: Tracey Doyle - https://www.linkedin.com/in/tracey-doyle-010b594/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Analytics8 - https://www.analytics8.com/

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About the Podcast

Women in B2B Marketing
A biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them.

Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way.

Made by and for women, insightful for all.

Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

LinkedIn: https://www.linkedin.com/in/janeserra/

Instagram: https://www.instagram.com/womeninb2bmarketing/
Twitter: https://twitter.com/womeninb2bmktg

About your host

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Jane Serra