How QASymphony uses Middle of the Funnel Webinars Perfectly in their New Demand Gen Engine

SaaS Breakthrough

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5+ y ago 30:34

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Meet Kira Mondrus - a multi-award-winning recognized industry thought leader and CMO at QASymphony, a company that helps enterprises prioritize quality, develop more reliable software and increase speed to market. Kira's nearly 20-year B2B technology marketing track record of success includes companies ranging from start-ups to multi-billion-dollar enterprises.

In this episode, you'll hear about the buyer centric demand generation machine that Kira was able to set up, how multi-touch point marketing qualification is the most essential part for them to go through that process and how networking can be a powerful middle of the funnel relationship builder (plus the brilliant way they use it). You'll also hear why webinars are the most powerful content mechanism for marketing and why they're so powerful in that middle of the funnel area. Enjoy!

Show Notes:

02:25 Most Modern Testing Platform on the Market
04:19 Being The Fastest Growing Atlanta Based Tech Company
06:00 Changing Focus To The Higher End Market
08:02 Building a Demand Gen Engine
10:12 Going Beyond the Usual Types of Content
11:20 Live Events: Get the Right Message in Front of the Right Person
12:18 Two Motions in Play: Digital Marketing and Field Marketing
13:47 Measuring Using Multi-touch Attribution
17:02 Moving Leads Further Down the Funnel With Webinars
18:59 Middle of The Funnel Webinars
21:20 Biggest Marketing Wins
22:09 The Vital Role of Data
23:27 Experiments and The Sales Cycle
24:53 Next In 2018
25:44 Lightning Questions

175 episodes