During this episode of Tech Qualified Podcast, we talk with Joy Justus, Senior Vice President - Channel Marketing at ThinkHR. Joy Justus talks about what ThinkHR does, how her role at the company has evolved, obstacles she overcame to get the messaging in a comfortable place, typical channel partner engagements and customizing marketing messaging for those channel partners.

Episode Highlights:

• Joy Justus talks about her work history.     
• Joy Justus explains the value proposition of ThinkHR and describes its ideal customer profile.
• She discusses how ThinkHR implements a channel marketing strategy. 
• What are some of the typical channel engagements?  
• What were some of the challenges that Joy overcame in order to help ThinkHR get their marketing messaging out more effectively? 
• How did Joy separate ideal channel partner profiles to be more specific with marketing messaging?                                           
• How did Joy link the messaging exercise she went through to developing content? 
• How does she determine how to prioritize content for partners? 
• Joy talks about working with Outreach.                                        
• What does the handoff look like between sales and marketing? 
• How do you manage ThinkHR’s content calendar? 
• Which resources does Joy rely on the most to keep up with B2B tech marketing?

2 Key Points:

1. ThinkHR goes through a channel marketing strategy and distributes through channel partners (insurance agencies/brokers, PEOs, HCM platforms, payroll companies) who then purchase and resell their product to employers.  
2. To avoid the generic one-size-fits-all approach to marketing you have to come from the perspective of that channel partner and really understand the dynamics of what they deal with on a daily basis.

Resources Mentioned:

• Joy Justus: Linkedin
• ThinkHR: thinkhr.com
• CoSchedule: coschedule.com
• HubSpot: hubspot.com
• SaaStr: saastr.com
• Motion: motionagency.io/ultimate