Ian Dowe: Building a Solid Foundation, Embracing Creativity & Data-Driven Decisions - Episode #40
How can B2B SaaS companies build a strong go-to-market foundation and turn their website into a true driver of pipeline?
In this episode of Connect To Market, host Casey Cheshire welcomes Ian Dowe, Senior Vice President Marketing at HealthAxis, to explore how marketers can connect to their market through a deeply data-driven foundation. Ian explains why understanding your total addressable market, identifying active buyers, defining ICPs and personas, and mapping solutions to real pain points must come before any campaign execution. He shares how gaps in this foundation often stem from…
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