112 - Can Marketers Fall In Love With Outbound? (Pete Lorenco, VP of Marketing at Alyce) | Building With Buyers podcast

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Episode description

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Episode description

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Guys, you're gonna love this episode. I finally got to bring on Pete Lorenco (VP of Marketing at Alyce) to join me on the show. I'm a big fan and you'll soon be too. Prior to Alyce, Pete was VP of Marketing at Avid Technology (a public company) and several other enterprise companies including Iron Mountain and EMC (prior to their acquisition by Dell).

Alyce was founded in 2015, has 174 people and is based out of Boston, MA. They've raised Series B funding ($46M total). Alyce provides a better way to do outbound B2B marketing by transforming from transactional touch-points to delivering personal experiences using gifting, swag, and direct mail.

Here's what we hit on:

I had Dan Frohnen (former CMO at Sendoso) on the show, Episode 16, and we talked about gifting. There are other players in the space, how do you compete;

How does gifting work effectively within the buyer journey;

Some people will not agree with our POV and why that's a good thing;

How is outbound broken today, and what should we do about it;

Why certain goals matter in order to create an experience people will love, and what those goals should be;

At Alyce you’re sourcing 70% of total new logo pipeline & revenue from inbound marketing - what's your 2022 marketing plan;

What channels are you leaning into;

How're you setting up effective ABM at Alyce, from your target list of accounts to winning deals;

What are your top marketing challenges;

What are the last 1-2 really good, creative marketing ideas you/your team has come up with.

Find out more about Alyce: www.alyce.com

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People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things.

You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing