Employees will do their best work when they feel it is meaningful. Trust, open communication, and support set the foundation for that meaning. But as we become more remote-centric it can be hard to maintain that connection and balance. Parabol’s remote retrospective and meeting app allows distributed, cloud-based teams, to run meetings from anywhere in real-time or asynchronously. Lorena Martínez Cure, Product & Lifecycle Marketing Manager gives us insight into the teams they serve best and their success with organic inbound traffic. By shifting from a conversion-based focus to value-based marketing, the team is able to provide content that increases and improves brand awareness and reputation. Lorena reminds us that committing to the long game of value-based marketing through quality content and buying journeys is more rewarding than simply driving conversions.