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/

29: Customer-Centric Marketing: Why B2B Marketers Need to Prioritize Customer Research - with Tracey Doyle, CMO at Analytics8 44:09 Share

Women in B2B Marketing

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