When Louisy Raymond joined the Zipari team more than two years ago, she was the second member of its marketing department — and the only one who actually had a background in marketing.

Tasked with establishing a marketing strategy for the SaaS health care company, she used her 18 years of experience in the field to build her team and map out a cohesive plan. This included everything from redesigning the team’s sales decks to planning conferences and webinars.

On this episode of Tech Qualified, Justin Brown interviews Louisy who is now two years into her tenure as the senior vice president of marketing at Zipari.

She talks about how she approached the startup’s marketing strategy (health insurance companies are wary of startups — they see them fail all too often), targeted the software’s ideal audience (the highly educated C-suite) and built out content (super niche white papers).

At the end of the interview, Louisy reveals how she keeps her finger on the B2B marketing pulse. Spoiler: She loves Medium.com and podcasts.

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.