Compensation is the largest source of spend in any business. Many business owners work to compensate, fairly, equally, and with less competition but are relying on manual processes and stale data; often resulting in more confusion. OpenComp helps to simplify compensation planning with trusted market data, planning, analytics, and professional consultation in one complete platform. The VP of Marketing, Caitlin Allen, discusses the challenges and successes of reaching, targeting, and serving varying industries. Powerful content and appropriate CTAs that are aligned with their buyers’ journey encourage organic growth and value-first marketing.