Episode Summary
During this episode of Tech Qualified Podcast, we talk with Joy Justus, Senior Vice President – Channel Marketing at ThinkHR. Joy Justus talks about what ThinkHR does, how her role at the company has evolved, obstacles she overcame to get the messaging in a comfortable place, typical channel partner engagements and customizing marketing messaging for those channel partners.
Episode Highlights
- Joy Justus talks about her work history.
- Joy Justus explains the value proposition of ThinkHR and describes its ideal customer profile.
- She discusses how ThinkHR implements a channel marketing strategy.
- What are some of the typical channel engagements?
- What were some of the challenges that Joy overcame in order to help ThinkHR get their marketing messaging out more effectively?
- How did Joy separate ideal channel partner profiles to be more specific with marketing messaging?
- How did Joy link the messaging exercise she went through to developing content?
- How does she determine how to prioritize content for partners?
- Joy talks about working with Outreach.
- What does the handoff look like between sales and marketing?
- How do you manage ThinkHR’s content calendar?
- Which resources does Joy rely on the most to keep up with B2B tech marketing?
Key Points
- ThinkHR goes through a channel marketing strategy and distributes through channel partners (insurance agencies/brokers, PEOs, HCM platforms, payroll companies) who then purchase and resell their product to employers.
- To avoid the generic one-size-fits-all approach to marketing you have to come from the perspective of that channel partner and really understand the dynamics of what they deal with on a daily basis.
Resources
- Joy Justus: Linkedin
- ThinkHR: thinkhr.com
- CoSchedule: coschedule.com
- HubSpot: hubspot.com
- SaaStr: saastr.com
- Motion: motionagency.io/ultimate
