Episode Summary

During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Sarah Peduzzi, the Director of Marketing at Jetpack Workflow. During the podcast episode, Sarah talks about her past experiences with agencies and how she applies a lot of that knowledge to her current role at a tech company. Sarah also covers how she likes getting a little deeper with one company versus working with several different companies while at an agency.

Episode Highlights

• At first, Sarah breaks down some of her past roles within various agencies - ranging from a focus on analytics to paid advertising.
• Sarah talks about some of her new skills she’s been able to build - email marketing, content planning and customer engagement.
• Jetpack Workflow services accounting firms, CPAs, bookkeepers that typically employ anywhere from 10-15 employees.
• For the most part, the company focuses on accountants who have “big four” experience but have decided to strike out on their own.
• According to Sarah, the number one thing about her target audience is that they want to make sure they do not miss deadlines - and that’s where Jetpack Workflow comes into the picture.
• When scaling a small operation, it’s important for her target audience to ensure work doesn’t fall through the cracks - especially during time periods where seasonal staff are introduced within the operation.
• From a demand generation perspective, the company has a range of paid advertising in place - including software review platforms.
• The ultimate goal for the target audience is to start a 14-day free trial and then a nurturing sequence kicks in.
• The company has a flagship “grow your firm” course that’s used to educate the customer base.
• The company has a relatively short sales cycle (7-14 days) for smaller firms and larger firms require more of an engagement with the sales team.
• Right now, outbound is something that the company is testing as a majority of the pipeline is established through inbound marketing efforts and paid channels.

Key Points:

• Sarah mentioned “So some of the things that I learned in the first few months here was...things that I thought worked well for one industry doesn't mean they're going to work well for another. Best practices that you thought you knew on the back of your hand might have to go out the window because you're talking to a completely differen

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.

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