During this episode of Tech Qualified, Tristan Pelligrino and  Justin Brown chat with Jess Otero, CMO at BI Tech. The interview focuses on how the company uses a predominantly ABM-focused approach to marketing and ensures content answers big questions from customers. Jessica also breaks down some of the key technologies the marketing team uses - from researching accounts with DiscoverOrg to maintaining nurture sequences in Hubspot.

Episode  Highlights

• Jessica started out studying to be an English teacher before getting into a marketing profession.
• Jessica starts the conversation by sharing her past experiences as a marketing associate with a company named Paris Technologies where she worked for ten years.
• A leader in the finance department who has a lot of import and export data processes is the ideal customer for BI Tech.
• BI Tech’s consulting helps companies connect with almost any kind of data source or ERP system. 
• Jessica discusses her approach to reaching out to companies by trying to understand the company’s problem and if they’re looking to bring automation to some of their finance workflows.
• BI Tech uses a marketing intelligence tool called DiscoverOrg to find people who might be good candidates for their solutions. 
• Jessica talks about how BI Tech has been ahead of the curve a bit with technology and now customers seem to understand their solution a bit more.
• One of the biggest shifts Jessica has seen over the years is how they package and ultimately sell their solutions - BI Tech has migrated away from traditional licensing.
• As a marketer, there is a lot of automation and tools available. However, for finance professionals, the same level of automation doesn’t really exist.
• SEO is not a big priority for Jessica and BI Tech right now because a lot of their target customers are not actively searching for their solution.
• The company has placed a big focus on researching prospects before writing emails or doing any outbound communication.
• Rather than going to large industry events, BI Tech has shifted their focus to smaller events where there’s a bigger opportunity for in-person engagement.
• Jessica points out how LinkedIn played an important role in changing the game for B2B business overall.
• When attending events, it’s important to do some research about the people you plan to meet in pe

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.