During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Jennifer Rathgaber, the Senior Marketing Manager at SQA (Software Quality Associates). Jennifer talks about her tenure with a B2B SaaS company focused on associations/nonprofits and her transition to a role at SQA. With SQA, Jennifer is now focused on modernizing a business which has been relatively stagnant on the marketing side of things for almost twenty years.
- Jennifer talks about her past experiences in the marketing world – recently transitioning from a B2B SaaS company.
- In previous roles, Jennifer has worn several different hats – responsible for demand generation, content development, digital marketing, branding, and every other leg of marketing that you can think of.
- Jennifer discusses how SQA is primarily a services firm and it helps other organizations transform digitally.
- SQA is predominantly a regional company, focused mostly in the New England area.
- For the most part, SQA has experienced stagnant growth as of late and there are initiatives in place now to optimize for growth.
- Before arriving, SQA really had a passive marketing strategy, where an agency was driving the team and Jennifer came in to really kick off demand generation.
- Right now, Jennifer is crafting the customer journey and still working through the process.
- SQA actually has two sides of their business – services and then staff augmentation where they are responsible for recruiting and placing specific roles.
- SQA is using a variety of pillar pieces to then use for a foundation of shorter pieces of content – webinars, panel discussions and longer white papers.
- Jennifer has found that it’s important to weave in thought leadership content in a variety of situations – from PPC to email outreach.
- Jennifer has leveraged internal subject matter experts to get a sense of the ideal customer at SQA. Many internal resources have been buyers of their types of services in the past.
- Jennifer compares and contrasts services with B2B SaaS, “In the B2B SaaS space, that was a little more black and white, where if you hit somebody with an email, they raise their hand saying, yes, I want a free demo – that’s an MQL. If they go to an SDR, then they go to the sales team. The services space I’m finding is a lot more different. The services space is more of a long game.”
- Jennifer mentioned “I have to stop being so focused on MQLs and be more focused on the relationships that we’re building. Whether it be through marketing or through sales or a combination of both…”