During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown talk with Kirti Dewan, the VP of Marketing at Bugsnag. Kirti chats about her role as a consultant prior to joining Bugsnag and then takes us through some of the major marketing initiatives she’s spearheading at the company. Kirti has a wide range of marketing leadership experience with startups and brings a lot to the table with her role at Bugsnag.

Episode Highlights:

• Kirti discusses a bit about her background both as a consultant and as an employee  for various startup tech companies.
• Kirti talks about Bugsnag and its mission to be an application stability and management platform.
• Bugsnag helps companies capture errors and then prioritize and fix the errors within their development lifecycle.
• When Kirti joined the team, it had three employees on the marketing side - now she leads a team of six.
• When coming on board, Kirti had to focus on a lot of the foundational components to marketing - the marketing function inside a young company tends to need a lot more structure before growing too much.
• Kirti discusses the responsibilities of a marketing organization now, it's very difficult to be both tactical and strategic at the same time.
• Documentation was a big focus for the team as it started to build out various functions, especially for events.
• Kirti discusses the importance of communicating feature launches with their product, especially for those that are very important to the customer base.
• Kirti built out a lot of foundational elements for their content marketing - including explainer videos and other long-form materials.
• During the interview, Kirti talked about how she helped change the structure of the company so that content became a focus and a responsibility for everyone.
• Kirti described marketing and marketing initiatives as a “laser pointer” and how it’s important not to chase other projects or try to “boil the ocean.”
• As a startup, you can’t place your bets all over the place - it’s important to focus on a few channels and go deeper with strategy and tactics.
• Kirti discusses the development of their ABM strategy, which isn’t a “full blown strategy” - but a strategy that has a focus on segmentation.
• At Bugsnag, the company divides their content into four different “swim lanes” - areas focused on engineering, prod

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.