Tech Qualified

New North
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Tech Qualified is a podcast for B2B tech companies with small, scrappy marketing teams that are striving to compete with industry giants. In each episode, we showcase how scrappy teams are leveraging core methodologies, systems, AI, and more to generate qualified opportunities and achieve success with limited resources. Tune in to discover practical strategies that bring you closer to winning over your ideal customers.

  1. 11 THG 9

    How to Create Great Content for B2B Tech

    In this episode of Tech Qualified, host Baylee Gunnell sits down with Tristan Pelligrino, Co-Founder at Marketers in Demand. They explore how B2B tech companies can build stronger content strategies by focusing first on understanding their ideal customers. Tristan explains that content isn’t just about producing blog posts or white papers—it starts with knowing exactly who you want to reach and what problems they face. Tristan shares why small marketing teams should prioritize real conversations with customers and internal experts. He shows how these discussions reveal the challenges buyers care about and help teams create more meaningful, specific content. By gathering insights from sales calls, customer interviews, and feedback sessions, marketers can move beyond generic messaging and stand out from competitors. The conversation wraps with practical advice for scrappy teams: start with one type of conversation, such as a podcast or video chat, and repurpose that material across channels. For Tristan, this approach helps teams stretch their resources, reach the right people, and build a content engine that actually supports growth. This 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.

    18 phút

  2. 28 THG 8

    Why Progress Beats Perfection in Marketing

    In this episode of Tech Qualified, host Baylee Gunnell joins Colin Costigan, Head of Accounts at Marketers in Demand, to discuss a common marketing challenge. Many teams want to launch a perfect campaign, but the market demands speed. Colin explains why perfection is unattainable and how teams can shift their thinking. Colin suggests moving from an "architect" to an "engineer" mindset. Instead of endless planning, marketers should build, test, and gather real-world data. He advises treating every launch as a live experiment, not a final exam. This reframes failure as a learning opportunity and removes the pressure of a single, high-stakes release. To build momentum, Colin advises a consistent cadence for reviewing data and launching new tests. This creates a continuous loop of learning and iteration. By focusing on progress, marketers can adapt faster and achieve better results in a constantly moving market. This 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.

    15 phút

  3. 14 THG 8

    Knowing When to Adjust Strategy vs. Tactics

    Marketers often jump directly into tactics, feeling pressure to show progress. In this episode of Tech Qualified,, Baylee Gunnell and Colin Costigan, Head of Accounts at Marketers in Demand, discuss how to build a stronger marketing foundation. Colin explains that the desire for tangible results and leadership pressure cause teams to skip essential planning. A strong marketing plan starts with a business goal. This "North Star" guides your strategy, which defines who you will target. Only then should you develop tactics like email outreach or social media ads. Every tactic must trace back to the strategy and serve the main business outcome. Knowing when to adapt is critical. Colin explains how to tell if a problem is tactical or strategic. Signals like a low click-through rate may require a tactical change. However, major issues like a doubling cost-per-lead signal a need to revisit your strategy. This framework helps teams stay structured while remaining flexible. This 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.

    14 phút

  4. 6 THG 8

    How Smart Marketers Build Websites That Convert

    Building a website can feel overwhelming. In this episode of Tech Qualified, Erin Ham, Account Director at Marketers in Demand, shares a clear roadmap for website strategy. She joins host Baylee Gunnell to discuss why every project must start with a single, defined goal. This foundation guides all future decisions, from content planning to tech stack integration. Erin highlights common pitfalls, including overloaded menus and confusing jargon. She recommends a "five-second test" to ensure visitors immediately understand how you can help them. This means shifting from "selfish content" about your company to customer-centric messaging that solves a problem. It’s about focusing on what the user gets, not just what you do. The discussion also covers practical tactics for improving an existing site. Erin suggests talking to your sales team to learn customer pain points and using tools like heat maps for user insights. The key takeaway is to build a simple, strategic path that guides users and helps them succeed. This 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.

    25 phút

  5. 21 THG 7

    How to Build a Founder-led Content Series

    Justin Brown, co-founder of Marketing in Demand, explains why founder-led content matters more than most executives realize on this episode of Tech Qualified with host Baylee Gunnell. Justin argues that founders bring irreplaceable industry perspectives that employees simply can't match, especially those who've spent decades in their field. The conversation explores three types of founders: those who resist content creation entirely, those who are open but hesitant, and those who fully embrace it. Justin emphasizes that most founders fall into the middle category and need content creation made as simple as possible. He suggests quarterly recordings that can be repurposed across multiple channels rather than demanding weekly commitments. Justin challenges traditional ROI thinking around content marketing. He views founder content as essential business infrastructure rather than direct revenue generation. Content serves multiple purposes: sales enablement materials, customer testimonials, and relationship building with industry leaders.  This 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.

    29 phút

  6. 13/11/2024

    The Importance of a Documented Channel Plan

    In this episode of Tech Qualified, host Justin Brown talks with Joe Michalowski, Head of Client Services at New North, about the importance of documenting marketing strategies. They discuss the value of creating detailed plans for various marketing channels. Justin and Joe explain that a written plan keeps everyone aligned, from internal teams to client stakeholders. It provides clarity on goals, target audiences, and metrics for tracking success. They also delve into the risks of neglecting documentation, such as inconsistent brand messaging, missed business goals, and difficulty in measuring marketing ROI. Joe emphasizes the need for living documents that evolve with a company's marketing efforts. He outlines key elements to include in a comprehensive plan: clear identification of the target customer, well-defined goals, specific metrics, and assigned responsibilities for execution. This 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.

    34 phút

  7. 08/08/2024

    Simplifying Complex Tech for Marketers

    In this episode of Tech Qualified, hosts Justin Brown and Meredith Metsker welcome Florian Delval, Director and Technical Product Marketing Manager at ActionIQ. Florian shares his journey from software engineering to product marketing, highlighting the skills and insights he brings from his technical background. Florian discusses a recent fast-track product launch at ActionIQ, where his team had just eight days to prepare. He emphasizes the importance of internal communication, having a clear plan, and focusing on essential tasks to ensure a successful launch. Florian also talks about the value of understanding market trends and staying ahead of the curve. Listeners will gain insights into how ActionIQ empowers marketers by simplifying access to customer data without requiring deep technical knowledge. Florian shares his strategies for effective collaboration between marketing and technical teams, ensuring everyone is aligned and working towards common goals. This episode is a must-listen for marketers navigating complex technologies and striving to stay ahead in a rapidly evolving field. This 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.

    33 phút

  8. 25/07/2024

    How to grow a newsletter as a small, scrappy marketing team

    In this episode of Tech Qualified, hosts Justin Brown and Meredith Metsker chat with Greg Elfrink, Director of Marketing at Empire Flippers. Greg shares his experiences and insights on building and maintaining a successful newsletter, scaling content efforts, and leveraging global talent in the M&A space. Greg dives into the creation of the "This Week in M&A" newsletter, detailing its transformation from a simple content wrap-up to a robust weekly update with 118,000 active subscribers. He explains how switching to a more diverse and engaging format, inspired by popular newsletters like The Hustle and Morning Brew, significantly improved metrics and audience engagement. Throughout the conversation, Greg emphasizes the importance of curating relevant content and staying updated on industry trends to provide value to subscribers. He highlights the strategic use of both internal and external resources, including influencers and social intelligence software, to keep the newsletter fresh and informative. The discussion also touches on the challenges of marketing to entrepreneurs in the digital space, the benefits of a well-structured content strategy, and the impact of effective communication tools on team alignment and productivity. Greg's insights offer valuable takeaways for anyone looking to enhance their marketing efforts and connect with a broader audience. This 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.

    44 phút
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Giới Thiệu

Tech Qualified is a podcast for B2B tech companies with small, scrappy marketing teams that are striving to compete with industry giants. In each episode, we showcase how scrappy teams are leveraging core methodologies, systems, AI, and more to generate qualified opportunities and achieve success with limited resources. Tune in to discover practical strategies that bring you closer to winning over your ideal customers.

Thông Tin

  • Nhà sáng tạo
    New North
  • Năm hoạt động
    2019 - 2025
  • Tập
    123
  • Xếp hạng
    Sạch
  • Bản quyền
    © 2025 Tech Qualified
  • Trang web chương trình
    Tech Qualified