E839: Allie Janoch Mapistry: SaaS for env. regs, real-time data, incentivizes managers to compliance

Content Marketing

Mapistry leverages content marketing to effectively attract and retain customers. Allie Janoch explains that their target audience, often not tech-savvy, discovers Mapistry through valuable content like blogs and webinars that address specific environmental issues, such as zinc in water 1. This approach positions Mapistry as a knowledgeable resource, leading potential customers to explore their software solutions. Jason Calacanis highlights the strategy's success, noting that nearly all customers attend multiple webinars before committing 1.

   

Webinars

Webinars play a crucial role in Mapistry's customer engagement and acquisition strategy. Allie notes that they rely heavily on email invitations to attract attendees, using a list initially built from publicly available compliance data 2. These webinars not only educate potential clients but also serve as a major lead source, with many attendees eventually becoming customers 1. Jason acknowledges the effectiveness of this method, emphasizing its role in moving prospects through the sales funnel.