Episode 242: Building an Online Slack Community and Marketing to Controllers with Nicole Lindenbaum of Teampay

Episode Summary

During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Nicole Lindenbaum, the Vice President of Marketing at Teampay. Teampay empowers employees with software that requests, approves, and tracks company spending in real-time. Nicole chats about her initiatives when coming on board, discusses some of the major processes she built out and highlights the creation of an online community for controllers.

Episode Highlights

  • Nicole starts the conversation by breaking down her past experience as a fundraiser with a theater in New York City
  • Nicole talks about how she really fell into a marketing role in B2B technology
  • Nicole discusses how Teampay was founded about 3 years ago and the organization helps solve the challenges that corporate financial teams face when their employees look to make purchasing decisions
  • With Teampay,  the organization’s ideal customer profile includes controllers within a company
  • Nicole breaks down some of the processes she put into place for nurturing leads after they download a piece of content
  • With content, Teampay typically focused on material that was highly editorial and now the organization is focused a little more on thought leadership
  • Nicole talks about the coronavirus situation and how from a marketing perspective, many decisions are being made from a day-to-day standpoint
  • Nicole breaks down one of the major initiatives within the company which includes an online community called Controller Collective              
  • The overall experience of Controller Collective includes a separate microsite and a highly engaging Slack community
  • Nicole breaks down the benefits of creating an online community for their ideal customer profile
  • One of the major advantages of a dedicated online community is the connections that can be created from a peer-to-peer perspective

Key Points

  1. Creating an online community dedicated to your ideal customer profile has many benefits and keeps your organization in touch with prospective customers.
  2. The launch of the online community, Controller Collective, sparked over 200 sign ups of people in just a couple of days.
  3. When creating the online Slack community, one of the things that was important to its early success was the creation of an Advisory Board where conversations were already brewing before the official launch.



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