Tori Barlow of Allbound on How To Scale a Marketing Motion from $1M-$20M in ARR

This week I had the pleasure of speaking to one of my favorite operators- Tori Barlow - VP of Marketing at Allbound. Tori is brilliant, pragmatic, and an all around wonderful person. She was able to build a marketing program from what was a dumpster fire of a company to a real segment in the martech landscape. You can watch/listen to the podcast on YouTube, Apple, or Spotify.

What is the best customer acquisition marketing strategy for a B2B startup in the digital era? Optimizing your SEO, doing paid search advertising, and content generation are some ways to market a startup on a budget and achieve ROI.

In this episode of The Capital Stack, we have Tori Barlow, VP of Marketing at Allbound, a partner management software that helps companies manage their partner ecosystem. She leads all marketing initiatives including, digital analysis, paid search and SEO, account-based marketing, attribution reporting, and email marketing. We discuss her team’s marketing efforts that saw Allbound achieve significant growth during the pandemic.

Listen in to learn how to become your brand’s sales rep by organically connecting with your ideal customer profile and understanding their wants. You will also learn how to identify a partner that aligns with your brand’s values and nurture a relationship with them.

What You Will Discover:

· [00:00] Intro

· [01:48] Tori’s journey in marketing plus her background in DemandGen and digital marketing.

· [4:58] How to use SEO, paid ads, and content generation to position your brand as a thought leader in the market.

· [9:00] How to become a sales rep for your brand to learn what your ideal customer profile wants.

· [11:39] She explains the strategy they used to identify their ideal customer profile.

· [14:26] How they explored targeted paid search, top-of-the-funnel marketing, and third-party activity.

· [17:48] The process of nurturing a partnership relationship and identifying the right partner.

· [22:34] Why she’s looking forward to events and community marketing for the coming year.

· [24:07] Random questions with Tori!

Memorable Quote:

· “SEO is the best investment you can get started with if you have a smaller marketing budget.”- Tori [5:29]