During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Rachel Metzler, the Marketing Director at Alight Analytics. Since most marketers and small agencies don’t have an in-house data scientist, Rachel’s company helps fill this gap. Rachel talks about her background, some adjustments the company has made in the midst of social distancing and discusses how analytics can really help improve your campaigns.

Episode Highlights:

• Rachel talks about her experience in cybersecurity marketing and how this is her third role in marketing B2B technology.
• Alight Analytics is a small, startup style company and she works with a small marketing team.
• Rachel’s company works with two different ideal customer profiles: 1) Small agencies and 2) SMBs.
• Recently, Alight Analytics had to take its core team of 50 people and transition fully to a remote team for social distancing purposes.
• A big thing right now is just trying to be empathetic with customers’ situation when prospecting or even communicating with customers.
• Webinars are a big initiative at Alight Analytics and the organization has a passionate CEO who can spearhead these types of presentations.
• Content marketing and content syndication is a relatively new territory, but the organization plans to use this avenue more effectively.
• When co-marketing and getting leads from co-marketing campaigns, the organization has implemented a system where SDRs follow-up with one-to-one communications and this has improved results significantly.
• LinkedIn has been a really successful online advertising platform as of late. 
• Rachel discusses some projects she would execute if given a $20k budget to just “test” things out.                                              

Key Points:

1. With social distancing in place, the organization has really shied away from large email blasts, focusing instead on one-to-one communication.
2. Digital channels are huge right now. Alight Analytics had already made a large investment in webinars before social distancing was implemented.
3. Marketing qualified leads - that metric for us, is not where we measure success.

Resources Mentioned:

• Rachel Metzler:

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.