Real case study: Building your marketing strategy, with Allison Macleod

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By Yaagneshwaran Ganesh. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.
In today’s episode, Allison Macleod, the EVP of Global Marketing at Flywire takes us through a real case study on how she built and executed the marketing strategy at Flywire -- a payments company with 12 offices around the world, catering to multiple countries, each with different financial systems. She talks about: --> How she went about building the strategy and prioritizations --> What were her key channels before COVID-19? Where did the event budgets redirected to? --> How did they niche down on the industries to go after? --> How does their marketing strategy vary for each industry vertical? --> The marketing team structure and how they measure success? --> Their martech stack and lot more...

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