CMO Insights – Allen Gannett, Founder and CEO of TrackMaven, the Integrated Marketing Analytics Platform

February 7, 2017

Allen Gannett, Founder and CEO of TrackMaven – an integrated marketing analytics platform, was recently interviewed by Jeff Pedowitz. He had some interesting things to say about aggressive lead scoring, organizing sales and marketing, and process. He also shared how their whole idea of bringing together all types of disparate analytic needs that customers have, social analytics, content marketing analytics, news monitoring, web analytics, and giving it to them in one place has differentiated them from their competitors. But, given that his company’s product is marketing analytics, it was fascinating to me listen to him talk about the importance of establishing relevance with content in the different parts of the funnel. He shared that the top of the funnel (ToFu) content is more broad-based and designed to create unique visitors, generate page rank etc. The content for the mid-funnel is more conversion oriented and as such it has to increase in relevance to the customer. So in the mid-funnel he advocates more industry aligned white papers, industry aligned webinars, and items aligned to the individual customer experience.

Allen shared that “the big lever that we use in our sales and marketing is relevance. And whenever we are marketing to someone, the more relevant we can get throughout that process, the better the experience is going to be for them, and the more value we are going to deliver. So we basically apply that to our funnel.” So while the content at the top of the funnel may be broad, in the mid-funnel and bottom of the funnel Allen’s team start focusing on how that channel and content might apply to a specific industry. “And so now, someone coming to that [channel], is further along, we are creating more relevant content and having a deeper experience. So we use relevance as a primary lever to bring people through the funnel.”

Watch to experience Allen’s perspective on how marketing has shifted from an artistic approach to a scientific approach and what that means for marketers and how he is addressing TrackMaven’s biggest challenge, hiring and retaining great people.

 

 

 

About Allen Gannett

Allen has had robust career serving as CEO & Co-founder of Splash Networks, CMO of Employee Insight and General Partner of Excelaprise. In his current role Allen advocates for all customers and ensures the company builds products that people love and that makes their day easier. In addition, he focuses on company culture and working to build a company of people who love their work and who are passionate about marketing.

 

You May Also Like…

The Changing Role of Marketers on C-SUITE TV

The Changing Role of Marketers on C-SUITE TV

Where once the role of marketer was mostly relegated to promotion, public relations, and advertising; nowadays, you need to be a jack-of-all-trades to perform multiple tasks. And, if you don’t have the array of necessary skills, you just can’t keep up with the demands.

read more
REVTalks Masters: Ruben Varela

REVTalks Masters: Ruben Varela

In the new blog series, “REVTalks Masters” we sit down with a few of the speakers from our upcoming event, the REVTalks and dive into their stories to help you with your journey to revenue marketing.

read more
REVTalks Masters: Elle Woulfe

REVTalks Masters: Elle Woulfe

In the new blog series, “REVTalks Masters” we sit down with a few of the speakers from our upcoming event, the REVTalks and dive into their stories to help you with your journey to revenue marketing.

read more

Digital Transformation

Turn Strategy Into Action

Lead Management

Accelerate Leads to Revenue

Managed Services

Long-Term Support

Customer Experience

Wow Your Customers

Marketing ROI

Prove Your Power

Experts On Demand

Stop Troubleshooting

Inbound Marketing

Right Channel, Right Message

Account-Based Marketing

Accelerate ABM Success

Custom Training

Tailored Learning Solution

REVENUE
MARKETING
UNIVERSITY

Get the skills you need to drive more revenue with On Demand and live, virtual classrooms

Marketo Engage

Marketo Platinum Partner

Pardot

Accelerate Leads to Revenue

Microsoft Dynamics

Optimize Your Instance

Salesforce Marketing Cloud

Salesforce Certified Silver Partner

Salesforce CRM

12 Years of Integration Experience

Partners

Additional Technology Platforms

Oracle Eloqua

Oracle Platinum Partner

Adobe Marketing Cloud

Adobe Bronze Partner

Stop
Trouble-shooting

 

The help you need, when you need it with Experts On Demand

About TPG

Learn about TPG and meet the team.

Careers

Discover career openings with TPG.

Newsroom

Our latest thought leadership.

History

Explore our award-winning history.

Partners

Learn more about TPG’s Partners.

Ready to transform into a digital revenue machine?

 

Learn how TPG empowers digital revenue delivery through a blend of strategy, technology and execution.