Episode Summary
During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Jess Otero, CMO at BI Tech. The interview focuses on how the company uses a predominantly ABM-focused approach to marketing and ensures content answers big questions from customers. Jessica also breaks down some of the key technologies the marketing team uses – from researching accounts with DiscoverOrg to maintaining nurture sequences in Hubspot.
Episode Highlights
- Jessica started out studying to be an English teacher before getting into a marketing profession.
- Jessica starts the conversation by sharing her past experiences as a marketing associate with a company named Paris Technologies where she worked for ten years.
- A leader in the finance department who has a lot of import and export data processes is the ideal customer for BI Tech.
- BI Tech’s consulting helps companies connect with almost any kind of data source or ERP system.
- Jessica discusses her approach to reaching out to companies by trying to understand the company’s problem and if they’re looking to bring automation to some of their finance workflows.
- BI Tech uses a marketing intelligence tool called DiscoverOrg to find people who might be good candidates for their solutions.
- Jessica talks about how BI Tech has been ahead of the curve a bit with technology and now customers seem to understand their solution a bit more.
- One of the biggest shifts Jessica has seen over the years is how they package and ultimately sell their solutions – BI Tech has migrated away from traditional licensing.
- As a marketer, there is a lot of automation and tools available. However, for finance professionals, the same level of automation doesn’t really exist.
- SEO is not a big priority for Jessica and BI Tech right now because a lot of their target customers are not actively searching for their solution.
- The company has placed a big focus on researching prospects before writing emails or doing any outbound communication.
- Rather than going to large industry events, BI Tech has shifted their focus to smaller events where there’s a bigger opportunity for in-person engagement.
- Jessica points out how LinkedIn played an important role in changing the game for B2B business overall.
- When attending events, it’s important to do some research about the people you plan to meet in person so that you have background and context to any conversations.
- HubSpot is the most important tool for BI Tech’s content-based marketing efforts.
- BI Tech is connecting with its audience by sharing content on LinkedIn and gets engagement by asking questions of the day and reusing content from their blog posts.
- Jessica is a big fan of podcasts and often listens to them on her way to work. One of her favourites is Groundup.
Key Points
- Jessica talked about the evolution of BI Tech’s marketing and said “the biggest change though has been how we sell. We used to sell software products and people would have a perpetual license and they would pay maintenance every year. And that model is out of date now. People just want to subscribe to things.”
- Jessica said, “we have this outbound to an inbound idea where we do a big export from our marketing intelligence tools where we can say companies have a certain size who are looking for a forecasting solution.”
