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The Convergence of B2B and B2C Buyer Journeys [podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Leslie Alore, Global Vice President of Growth Marketing at Ivanti. In her role, Leslie focuses on growth and offering a fresh perspective to the executive table. Not only is Leslie an experienced marketing expert, but she also understands the nuances of the business world and the importance of strategic decision making tools. Previously known as Landesk, Ivanti is an IT software company offering enterprise service, management solutions, security solutions and unified endpoint management. Ivanti has seen tremendous growth in recent years, acquiring at least one new company each quarter. Leslie works synergistically with the leadership team to evaluate every facet of the business as a whole, and ultimately ensure the marketing strategy is aligned with the company’s overall strategic priorities.

Key takeaways from this episode:

  • While the remote work revolution has its downsides, it’s also made it easier for companies to embrace inclusivity by expanding the talent pool beyond a physical location. Leslie says hiring and onboarding new employees remotely has allowed for a more equitable integration of diverse backgrounds and perspectives overall.
  • From a B2B marketing perspective, businesses need to be strategic about the companies they’re targeting to maximize their chances at success and adding value to the organization. Marketers would be wise to spend more time listening, researching and synthesizing information gleaned from buyer interactions to offer personalized and precise experiences.
  • Marketing teams are responsible for the entire continuum of a customer’s experience from the first interaction to the close. To create a personalized experience for customers, the marketing and sales teams need to be aligned on their approach so that each aspect of the funnel feels streamlined and consistent. Collaboration is key, and providing value at every stage helps to create a memorable experience for the customer. 

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch