Interactive B2B Marketing to Create
Customer Engagement and Value
by Dana Drissel
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What you'll discover
when watching Dana's story
- Effective marketing involves creating immersive, interactive experiences that allow customers to self-discover and understand a company's competitive differentiation.
- Balancing in-person and virtual marketing efforts is essential to engage customers throughout their entire buyer's journey.
- Setting clear objectives and metrics for each marketing initiative is necessary to measure their impact on generating opportunities and achieving business goals.
- Developing a consistent, platform-based approach to storytelling across various touchpoints enhances the customer experience and improves marketing efficiency.
- Focusing on metrics that directly contribute to business outcomes, such as generating qualified leads and opportunities, is more important than tracking activity-based metrics.
- Strong collaboration between product marketing and sales teams is crucial for effectively communicating product value and closing business.
- Content distribution platforms must allow customers to engage with interactive and immersive experiences and content businesses make.
Meet Dana Drissel - Chief Marketing Officer @ Kaon Interactive
Dana Drissel is the Chief Marketing Officer at Kaon Interactive, a B2B software company with interactive sales and marketing applications that simplify clients’ complex product and solution stories in a visually engaging way.
With over 25 years of advertising agency and corporate marketing experience, Dana is a respected marketing leader in her field.
As Kaon Interactive’s CMO, she is responsible for overseeing all the company’s global and strategic marketing initiatives. She is in-charge of product marketing, customer success, brand awareness, public relations, and lead generation.
Moreover, Dana helps large enterprise companies in IT, life science, and industrial manufacturing such as (Cisco, Becton Dickinson, IBM, and GE Healthcare).
Under Dana’s marketing leadership, Kaon Interactive continues to help its clients, train sales/channel teams faster, and shorten sales cycles.
Check out Dana Drissel's thoughts on content marketing!
When it comes to creating engagement using marketing, Dana shares:
"Self-discovery, non-linear navigation, customization, persona-led messaging, configuration, and calculators are all ways to get buyers engaged in uncovering your value. The challenge is, as a marketer, how can you cost-effectively leverage the strength of these engagements across platforms and verticles?"
She also shares marketing can support sales:
" Previously it was incumbent upon the sales team to communicate their companies' complex value differentiation to their customers. Today, this immensely critical role has transitioned to marketing, because it is taking place far earlier in the customer’s problem-solving journey. If value differentiation isn’t adequately or accurately communicated by marketing, a prospect’s engagement with the sales team may never even take place."
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