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29: Customer-Centric Marketing: Why B2B Marketers Need to Prioritize Customer Research - with Tracey Doyle, CMO at Analytics8
Episode 296th September 2023 • Women in B2B Marketing • Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.
00:00:00 00:44:09

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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

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Guest: Tracey Doyle -

Host: Jane Serra -

Analytics8 -




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