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Tech Qualified provides B2B technology marketers with access to real world case studies and best practices. We interview industry leaders to uncover what is working in the world of B2B technology marketing.

September 10, 2020
Taking the reins of an established marketing team shouldn’t mean throwing out everything that’s come before. Put the hard work of your predecessors to good use. Adam Lambert joined scheduling software company Calendly as its Senior Content and Digital Marketing Manager in January 2020. He spent his first three months studying what his team had achieved before his arrival. “Customer service was really strong: people had good resources to answer current customer questions. So I didn’t have to spend a lot of time with current customers, compared with connecting with people who might find this tool useful,” he says. Adam identifies content marketing — especially video — as one of the strongest mediums for getting word out about your product. In this episode of Tech Qualified, Adam tells Tristan Pelligrino why and how marketers should put their time and budget into video. “The money doesn’t hurt as bad when you’re getting 12 pieces of content. You’re making this video, a transcript and a blog about this video, and you’re doing thought leadership because you’re going to share clips,” he says. “You’re doing a lot more than the one deliverable that’s laid out on the contract.”
September 8, 2020
With more than 20 years in marketing, Steve Wagner has watched the demand generation concept “grow up,” so to speak. When he was starting out, it was in its “baby phase,” and he has since watched it become an integral part of the marketing life cycle. Steven started his career on the account management and sales side of business — which helped him better understand and appreciate those teams — before working his way over to marketing. These days, he’s the Senior Marketing Manager at Webbula, a data quality platform, where he heads marketing initiatives for its data hygiene and enhancement solutions for email marketers. On this episode of Tech Qualified, Tristan Pelligrino interviews Steve, who gives us an overview of what email marketing looks like in today’s climate. He discusses the importance of targeted email campaigns and explains why it’s important to have a “clean” email list. (Did you know companies get assigned sender reputation scores?) Since joining the team more than a year ago, he talks about how he’s prioritized his marketing efforts, and he shares what he hopes to accomplish post-COVID.
September 4, 2020
Audio has always been Jaclyn Schiff’s favorite way to consume information. Whether it was a book on tape or early versions of podcasts, she was right there listening — donning a cassette player or nestled up by her desktop computer. With about 15 years of combined experience in journalism and content marketing, Jaclyn started PodReacher — a company that helps podcasters increase their brand visibility by turning each episode into engaging content for their website. “I think any savvy marketer in 2020 understands that content today is about getting in front of audiences in the format they prefer and wherever it is they hang out,” Jaclyn says. It’s not enough to just record a podcast, hit publish, and call it a day. In this episode, Jaclyn breaks down why every podcaster needs to transform each episode into meaningful content to post on their website and across social media. Jaclyn also talks about what it takes to create a successful podcast, why turning podcasts into content is beneficial for SEO, plus how it fits into your overall marketing strategy and helps build a loyal customer base.
September 1, 2020
For Melissa Greiner, establishing a human connection is the key to developing — and keeping — a successful customer, no matter what stage of the buyer’s journey they’re at. Before entering the B2B marketing world, Melissa studied journalism in college. It gave her valuable experience that would eventually land her as the Director of Marketing at WizeHive, which is a SaaS platform for nonprofit organizations. On this episode, Melissa discusses her strategies for developing successful content, including planning for every stage of the customer journey by leveraging and learning about what the customer is looking for, their pain points and exactly why they need WizeHive. “You have to make sure you have that broad breadth from the very beginning to the very end, so that [at] the end of the day, you’ve spent time making sure that every stage and every possible way people are coming into contact with your name and your brand and your product has been covered,” says Melissa. She also shares how WizeHive’s messaging reflects and takes into consideration the tough time that many nonprofit organizations are facing due to COVID-19 and the approaches she and her team are taking to ensure customer satisfaction. “We are individuals at the end of the day, so if we can keep that in mind and really just be respectful of everyone’s situations right now, I think it will make all of us trying to move forward a little bit easier.”
August 27, 2020
Marybeth Sheppard spent years working at a B2B marketing agency before joining Seamless, the online food-ordering service owned by Grubhub. She spent more than five years there, marketing the product to hedge funds, law firms, tech companies — really, anyone who was ordering large amounts of food or catering company events. Now, Marybeth serves as the Senior Vice President of Marketing at SEVENROOMS, a hospitality technology company. On this episode of Tech Qualified, Justin Brown interviews Marybeth, who is more than three years into her time at SEVENROOMS. She talks about the process of growing her marketing department to a team of eight, how her team works closely with the sales department and how she keeps her employees motivated. Marybeth also addresses how COVID-19 has reshaped day-to-day life for SEVENROOMS, a company that focuses heavily on the restaurant industry. She shares the steps the SEVENROOMS marketing and sales departments have taken to continue to drive leads and close deals despite the shuttering of restaurants around the country.
August 26, 2020
At Lessonly, a training software company, marketing and sales play on the same team. And Chief Marketing Officer Kyle Lacy wouldn’t think of having it any other way. “Part of the reason why I wanted to move the BDRs and SDRs under marketing is that you force alignment,” Kyle says in this episode of Tech Qualified. At other companies, the marketing department might focus on attribution or proving influence. Kyle’s goal is to focus the marketing team on revenue. He says they’re not quite there yet, but he aims to have the marketing team influencing 100% of revenue. He doesn’t mince his words: “I think this idea that marketing is an influence metric is just a load of BS because you’re going to be the first one cut, nobody’s ever going to align to you because they don’t need to — you’re just going to be an order-taking team.” Kyle shares some of Lessonly’s major marketing initiatives since COVID-19 hit, which includes doing virtual whiskey tasting with enterprise prospects. He also discusses his personal process for professional development — and why he focuses on learning from people rather than books.

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create content along the customer journey

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Download our worksheet and start mapping out the content you have with the right stages in your customer’s journey.