Today we’re exploring how Lori Sullivan integrates creativity, team collaboration, and data-driven strategies to attract quality leads that turn into revenue at Fleetio, an outstanding software for fleet management. "Our website is our most important asset. If we don’t understand the experience visitors are having, we won’t understand the pathways we should be providing for conversion" ~ Lori SullivanLori Sullivan is a professional superstar leading the marketing team of the ever-growing brand Fleetio for remote fleet management in more than 80 countries around the world. During the past 5 years, Lori has dedicated her career to building a groundbreaking brand to turn global thanks to her insightful techniques. . Key Takeaways: How to track the lifecycle of an idea and vet it’s potential success before implementing.Why you should always track how those ideas drive ROI.  How important is to have an Ideal Customer Profile (ICP) to organize your strategy.How content marketing can shift interest in your brand.Connect with Lori SullivanCheck out Fleetio contentConnect with her on Twitter and  LinkedInLinks MentionedTake a look to FullStory for visitor behavior analyticsMixpanel product analytics for conversionFind more about Asana for project managementGet to know  Slack as a communication channelThank you for listening! If you’d like to know more about change-makers in digital marketing, celebrate their wins, and discover how they built a breaking ground career you should subscribe! We’d also love it if you’d share the podcasts you like and leave comments about your experience.