How to Prove B2B Marketing ROI with Customer Storytelling and Data

In this episode of The brndBrief Podcast, guest Amberly Dressler, VP of Corporate Marketing at isolved, shares how isolved developed their "People Heroes" brand positioning to elevate HR, payroll, and benefits professionals who were often seen as compliance-focused rather than strategic contributors. 

Amberly provides key insights on their customer storytelling approach, which analysts have called ‘the kings of customer storytelling’ and how they've evolved their events strategy based on direct customer feedback. 

Key points include:

📌 isolved created the "People Heroes" positioning during the pandemic to address the loneliness and negative perception HR professionals faced, elevating their role as strategic contributors rather than just compliance enforcers.

📌 The company produces customer documentaries, fictional/nonfictional books, and on-site storytelling that showcases smaller companies with compelling stories, differentiating iSolved through authentic customer narratives.

📌 isolved adapts their event strategy based on direct customer feedback, splitting customer and partner conferences when attendees said content wasn't relevant to both audiences, and continuously adjusting between regional conferences and smaller city roadshows based on what customers request.

📌 Using ABM tools and dashboards, the marketing team tracks how specific content pieces influence deals, monitoring buyer journeys to see which reports or content assets serve as catalysts for demo requests, with some enterprise accounts showing 20-30 people engaging with content before requesting demos.

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Guest Information

https://www.isolvedhcm.com/

https://www.linkedin.com/company/isolved/