During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with the Head of Marketing at COTA, Jaimee Ryan. The podcast episode uncovers Jaimee’s journey as a B2B marketer, why she enjoys the startup culture, how she built a strong marketing foundation and what’s on the horizon with COTA’s marketing plans.

Episode Highlights:

• Jaime talks about her earlier career...working for a series of startups
• Jaime breaks down how she came across the opportunity to work with COTA and why she loves the startup environment
• She discusses how COTA’s mission is important and how it connects with her as a marketer
• COTA works with Life Sciences companies, Provider organizations and Payers - all which require different strategies.
• The organization’s primary source of revenue is through the Life Sciences target audience.
• COTA provides organizations with real world data that can be used to accelerate clinical trials.
• One of the major challenges COTA’s target audience faces is the fact that clinical trials are constantly under scrutiny and must continue to be more efficient.
• COTA’s technology takes a lot of unstructured data and formulates the information in a way that makes sense for their customers.
• Jaimee describes the state of marketing when she came on board and what she did to build the foundation.
• At COTA, it was important to establish the company’s credibility in their space and a lot of focus was put into that effort during Jaimee’s first year.
• In-person events were never a big ROI for COTA and they focus on promoting the research done by their innovative employees.
• Education material is a very large part of the company’s marketing strategy - building content around real world data and real world evidence.
• One of COTA’s big company goals in 2020 is to increase brand awareness.
• Jaime breaks down how her team develops goals - a focus on quarterly objectives called “rocks” drives the process.
• COTA has a dedicated team member who manages the company’s rocks and holds everyone accountable.
• Jaimee works to get feedback from internal and external resources - especially when trying to determine what content is the most effective.

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.