Two Minutes With Sierra Sessions

Sierra Sessions (she/her) embodies a rare combination of tip-top organization, clinical curiosity, a wicked sense of humor, and a disarming presence that makes anyone feel at ease. It’s what helps her approach her role as an account supervisor with a future-leaning, holistic mindset. We sat down with her for two minutes to dig into her thoughts on the best ways to leverage an agency partner, how to set goals you can actually reach, and the common branding mistakes B2B tech brands should avoid:

1. 1. What are the qualities that make an agency a good partner?

      The best partners are proactive communicators who combine deep industry knowledge with operational excellence. But knowledge only matters if you share it clearly and proactively. I make sure clients always know where projects stand, what risks we’re mitigating, and how our work connects back to their business goals. A great agency should feel like an extension of your team who is genuinely invested in your success.

   2. What advice would you give marketing teams around setting effective goals?

      Anchor goals in business outcomes over vanity metrics (like search impressions, open rates, page views, etc.) and give them time to play out. In B2B specifically, it can be tempting to chase short-term wins, but in today’s market, long-term, mission-aligned strategies are the ones that break through. I usually recommend a “crawl-walk-run” approach: monthly KPIs the team can directly influence, quarterly milestones to track momentum, and annual targets tied to revenue goals. Patience and persistence pay off.

   3. In your experience, what are some common branding mistakes that B2B tech companies make, and how can they avoid them?

      Two big ones: separating brand from go-to-market strategy, and failing to execute consistently. Companies should bear in mind how their brand supports real sales conversations and revenue strategy, how consistent internal adoption is, and how it works cross-functionally; your brand should support product teams’ storytelling and sales teams’ ability to differentiate from competitors. We can create the most powerful branding and positioning, but if it’s not used or if it’s implemented improperly, we’ve wasted a lot of time on something superficial. My job is to help define and operationalize these key elements to avoid that.

   4. In your role at Block Club, what are some of the ways that you support B2B tech companies, especially those who may have limited experience working with content marketing agencies?

      A lot of B2B tech companies know they need content marketing but either aren’t sure how it fits into their broader funnel or struggle with what realistic expectations look like. I help set up timelines, performance measurement, and ROI goals while aligning stakeholders across sales, product, and leadership. We work with our clients to build roadmaps that facilitate cross-functional alignment, setting clear definitions of success and consistent brand messaging across the organization.

   5. How do you measure the success of a B2B tech brand strategy? What KPIs do you suggest companies track to assess their progress?

      I recommend looking at performance holistically. Brand awareness matters, of course, but I also want to hear about whether your brand is making an impact. Are the sales cycles getting shorter? Win rates improving? Prospects returning with a full understanding of value? For B2B tech, track metrics like how much of your pipeline comes from brand-driven channels and what the quality of those prospects are. The best brands both generate awareness and attract better qualified customers who are easier to close and more profitable to serve.

   6. Do you have any tips and tricks for staying organized in your role?

      I stay proactive rather than reactive, planning ahead to ensure that the work we do ladders up to the client’s larger business goals. At the end of the day, we’re here to act as true strategists and consultants to our clients—both when it’s time to iterate and expand tested ideas and when it’s time to pivot tactics before we hit a roadblock. My role is to be a trustworthy thought partner, keep all teams focused and accountable, anticipate (and overcome) hurdles, and ensure nothing slips through the cracks. Easy!