Episode Summary
As SVP of Marketing at Alpha, a rapid consumer research platform, Tom Burg has always pushed his clients to think digitally. Now, this is even more imperative — Tom’s team aims to find the best ways to reach and interact with people virtually.
On this episode of Tech Qualified with Justin Brown, Tom Burg talks about the ways he and his team are pushing the bounds of their marketing strategies, especially given the changing spaces of human interaction.
One way he has done this is by taking advantage of their podcast, which has been streaming for four years and has an established listenership. The podcast has been a great way to attract clients.
“If people are taking the time to listen to the podcast, generally they’re going to be a pretty good fit for our business.”
They are currently working on an experimental webinar program as well, which will focus on how to navigate the world today.
Guest Profile
- Name: Tom Burg
- What he does: As SVP of Marketing at Alpha, a rapid consumer research platform, Tom aims to get companies to seriously consider digitally transforming their business, spearheading content-production programs like a podcast and webinars.
- Company: Alpha
- Podcast: This is Product Management
- Key Quote: At this point, we're working as a marketing team to really think about, how do we deprioritize in-person physical types of marketing and how do we prioritize things that might be more virtual.
Key Insights
- To get early adopters on board, third-party validation is important, Tom says. You shouldn’t tell them that your company is great. The key is to get clients who are familiar with your work to go on the record and talk about you. At Alpha, Tom has done this by getting clients to go on stage with them — do video case studies, talk to the press and talk to other prospects about them.
- Tom says they are putting together what he calls the “Last Mile Kit,” which is all the late-stage buyer journey material customized to the client. What this basically says is that they know the time investment required, and if done right, it could transform their business.
- Where content is concerned, Tom says they are looking at it less as specific posts and webinars and more in terms of what can educate people. Doing this requires relying heavily on a talented team to provide good, rich stories with substance — whether that’s through webinars, events, workshops or text content.
Episode Highlights
- Highlighting current client needs
- Using podcasts to attract ideal clients
- Webinars that are useful, now
- Being a sea of change
- A team that balances short and long-term
