Episode Summary
During this episode of Tech Qualified, Justin Brown chats with the Director of Marketing at Rootstrap. Rootstrap is a company that builds apps from scratch, rescues existing products and provides additional development muscle for internal projects. Patrick talks about how the organization builds relationships with prospects and has a focus on both inbound and outbound strategies.
Episode Highlights
- Patrick Ward shares his background within marketing and talks about what drew him to the opportunity at Rootstrap.
- Patrick discusses the ideal customer profile of Rootstrap which mostly covers three different industries – e-commerce, e-learning and healthcare.
- Rootstrap engages customers in two very specific ways: 1) Either they come to them with a product which needs to be built or 2) Staff augmentation.
- The sales cycle for Rootstrap’s engagements can be three, six or even nine months to close, so it’s important to nurture prospects throughout the entire journey.
- Rootstrap uses both inbound and outbound marketing strategies.
- Rootstrap’s podcast serves as a way to generate interest with prospective customers and helps establish thought leadership.
- Once Rootstrap has determined a client has a problem which they can solve, it becomes more about education to help them convert.
- It’s almost like marketing and sales is one in the same, in the b2b space. You really need to be a consultant.
- If you genuinely provide the best solution for clients, even if it’s not yours, even if it’s recommending them to someone else, that’s going to get you a much better referral from the person and will build a long-term relationship.
- Marketing is a lot about building systems and this process allows Patrick to create initiatives that run themselves. He then focuses on analyzing what is working effectively.
- What are some Patrick’s favorite resources to keep up with #b2btech marketing?
Key Points
- Patrick urges marketers to enable products and services to continue to help other people – to keep the economy moving during the pandemic situation.
- If your marketing is focused on inbound, you’re less at risk to algorithm changes and other major platform changes.
- It’s helpful to listen to practitioners instead of just theorists. Taking lessons from practitioners is far more valuable than taking advice from theorists.
- It’s important for marketers to be mindful of all the other industries that are struggling and to try and help them.
Resources
- Patrick Ward: LinkedIn
- Rootstrap: Website
- Masterclass: Website
- Motion: Ultimate Thought Leadership Course for B2B Tech Companies
