43 min
Marketing Full Stack Error Monitoring with Kirti Dewan of Bugsnag Tech Qualified
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- Marketing
During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown talk with Kirti Dewan, the VP of Marketing at Bugsnag. Kirti chats about her role as a consultant prior to joining Bugsnag and then takes us through some of the major marketing initiatives she’s spearheading at the company. Kirti has a wide range of marketing leadership experience with startups and brings a lot to the table with her role at Bugsnag.
Episode Highlights:
Kirti discusses a bit about her background both as a consultant and as an employee for various startup tech companies. Kirti talks about Bugsnag and its mission to be an application stability and management platform. Bugsnag helps companies capture errors and then prioritize and fix the errors within their development lifecycle. When Kirti joined the team, it had three employees on the marketing side - now she leads a team of six. When coming on board, Kirti had to focus on a lot of the foundational components to marketing - the marketing function inside a young company tends to need a lot more structure before growing too much. Kirti discusses the responsibilities of a marketing organization now, it's very difficult to be both tactical and strategic at the same time. Documentation was a big focus for the team as it started to build out various functions, especially for events. Kirti discusses the importance of communicating feature launches with their product, especially for those that are very important to the customer base. Kirti built out a lot of foundational elements for their content marketing - including explainer videos and other long-form materials. During the interview, Kirti talked about how she helped change the structure of the company so that content became a focus and a responsibility for everyone. Kirti described marketing and marketing initiatives as a “laser pointer” and how it’s important not to chase other projects or try to “boil the ocean.” As a startup, you can’t place your bets all over the place - it’s important to focus on a few channels and go deeper with strategy and tactics. Kirti discusses the development of their ABM strategy, which isn’t a “full blown strategy” - but a strategy that has a focus on segmentation. At Bugsnag, the company divides their content into four different “swim lanes” - areas focused on engineering, prodThis episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.
With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.
During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown talk with Kirti Dewan, the VP of Marketing at Bugsnag. Kirti chats about her role as a consultant prior to joining Bugsnag and then takes us through some of the major marketing initiatives she’s spearheading at the company. Kirti has a wide range of marketing leadership experience with startups and brings a lot to the table with her role at Bugsnag.
Episode Highlights:
Kirti discusses a bit about her background both as a consultant and as an employee for various startup tech companies. Kirti talks about Bugsnag and its mission to be an application stability and management platform. Bugsnag helps companies capture errors and then prioritize and fix the errors within their development lifecycle. When Kirti joined the team, it had three employees on the marketing side - now she leads a team of six. When coming on board, Kirti had to focus on a lot of the foundational components to marketing - the marketing function inside a young company tends to need a lot more structure before growing too much. Kirti discusses the responsibilities of a marketing organization now, it's very difficult to be both tactical and strategic at the same time. Documentation was a big focus for the team as it started to build out various functions, especially for events. Kirti discusses the importance of communicating feature launches with their product, especially for those that are very important to the customer base. Kirti built out a lot of foundational elements for their content marketing - including explainer videos and other long-form materials. During the interview, Kirti talked about how she helped change the structure of the company so that content became a focus and a responsibility for everyone. Kirti described marketing and marketing initiatives as a “laser pointer” and how it’s important not to chase other projects or try to “boil the ocean.” As a startup, you can’t place your bets all over the place - it’s important to focus on a few channels and go deeper with strategy and tactics. Kirti discusses the development of their ABM strategy, which isn’t a “full blown strategy” - but a strategy that has a focus on segmentation. At Bugsnag, the company divides their content into four different “swim lanes” - areas focused on engineering, prodThis episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.
With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.
43 min