Shifting From Conversion-Based Marketing to Value-Based Marketing | Interview with Lorena Martínez Cure from Parabol

Introduction

Employees will do their best work when they feel it is meaningful. Trust, open communication, and support set the foundation for that meaning. But as we become more remote-centric it can be hard to maintain that connection and balance. Parabol’s remote retrospective and meeting app allows distributed, cloud-based teams, to run meetings from anywhere in real-time or asynchronously. Lorena Martínez Cure, Product & Lifecycle Marketing Manager gives us insight into the teams they serve best and their success with organic inbound traffic. By shifting from a conversion-based focus to value-based marketing, the team is able to provide content that increases and improves brand awareness and reputation. Lorena reminds us that committing to the long game of value-based marketing through quality content and buying journeys is more rewarding than simply driving conversions.