Episode Summary
During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Amy Sitnick, Vice President of Marketing of Greenphire. The interview takes a look into Amy’s past work experience in the financial sector and then how she got into a new field of “clintech” at Greenphire. Amy discusses some of the challenges faced with the absence of events and how her team builds a content strategy around product launches.
Episode Highlights
- Amy provides some insight into her past working experience which includes roles within financial services and B2B marketing.
- Amy discusses how Greenphire is a unique combination of financial services and healthcare – a term she likes to call “clintech” as the company helps facilitate financial information within the context of a clinical trial.
- Greenphire helps remove all the financial and logistical obstacles from clinical trials and stakeholders around the world.
- Greenphire has helped automate the process of reimbursement of Clinical trials for participants.
- Amy discusses some of the initial steps she took to understand Greenphire’s ideal customer profile – including interviewing people in her own LinkedIn network and staff members when arriving at the company.
- Amy discusses the importance of messaging (referencing Simon Sinek’s “Know Your Why”) and really addressing a customer’s pain points when developing content.
- During the onset of quarantine, Amy discussed how the organization put an even bigger emphasis on the messaging they were placing in front of prospects and customers.
- During the interview, Amy mentioned that “patient convenience” really means a different thing during a pandemic and discussed how Greenphire is aiming to focus on education during clinical trials once those become more commonplace again.
- The company typically participates in over 25 trade shows each year and that strategy has changed quite a bit in 2020.
- As trade shows fall off, Amy and her team shifted focus to other initiatives like a redesign/redevelopment of the company’s website.
- Pausing the traditional customer journey during a pandemic allows Greenphire to focus on some of their core marketing initiatives – like messaging and the website.
- One of the challenges Amy discusses is the very active fall season that may materialize – as events get turned back on.
- One of the ways Amy and her team determine the schedule of content is based upon product and feature launches throughout the year.
- Amy discusses a strategy where she interviews senior members of Greenphire to capture unique insights for content.
- Amy discusses the process she uses to determine the types of content created – whether it’s a blog post, white paper, video or other format.
- Amy breaks down the nurture process once someone consumes content – from Hubspot to the integration with Salesforce.
Key Points
- Amy discusses the importance of analyzing some of the big product launches of a software company and using those efforts to fuel major pillar pieces of content.
- Amy discusses some of the specific steps she took to understand Greenphire’s ideal customer profile – even before coming on board as the VP of Marketing.
Resources
- Amy Sitnick: LinkedIn
- Amy Stinick: Twitter
- Amy Stinick: Facebook
- Greenphire: Website
- Motion: Ultimate Thought Leadership Course for B2B Tech Companies
