Allyson Letteri
Allyson Letteri is a marketing leader and advisor to early stage tech startups, and an Operating Advisor at Bessemer Venture Partners. She helps founders build go-to-market strategies, product messaging, and demand generation. She is the author of Standout Startup: The Founder's Guide to Irresistible Marketing That Fuels Growth, which won a National Indie Excellence Award for Sales and Marketing in 2024. She built marketing teams at Handshake, where she was Vice President of Marketing, and at Thumbtack and Intuit. She holds an MBA from the Stanford Graduate School of Business.
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Economic Buyer vs End User: Why One Pitch Won't Sell Both
A B2B purchase has more than one buyer. The executive who signs and the user who adopts want different things, and a message aimed at one can put off the other. How to map the roles and speak to each without changing the offer.