During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Monique Mahler, the VP of Marketing at Interviewstream. Interviewstream is an industry leading recruiting software company that helps you reach your top candidates more efficiently. Monique talks about how she accidentally fell into marketing, the challenges when marketing to three different sets of target audiences and what has changed during the pandemic.

Episode Highlights:

• Monique starts the interview by discussing how she became a marketer accidentally after going to grad school (and having an undergraduate degree in Sociology)
• Monique originally got her start in marketing as an Assistant Director of Marketing at a racetrack
• Monique discusses the three primary markets of Interviewstream - Fortune 500 enterprises, Higher Education and K12
• Monique identifies some of the challenges when marketing and creating messaging for three distinct target markets
• During the episode, Monique talks about the company’s approach to helping people in the pandemic which includes the launch of a free access program of the product
• Monique talks about the conversion strategy from the free version of the platform
• Instead of using COVID-19 in messaging, the company shifted a bit to focus more on working from home and the different dynamics involved
• In many cases, people just want to talk to people and conversations are a big part of marketing
• Monique discusses her approach to running an agile marketing team and how this impacts the projects they launch
• The focus of the company’s marketing team most often revolves around a 90-day plan versus big, overarching goals for the year

Key Points:

1. Interviewstream has really refined its marketing and overall solution set for the K12 market in the last 2.5 years.
2. Right now, it’s 100% about helping - especially for audiences that are hit the hardest in this pandemic. It’s a “help people strategy.”
3. The focus of Interviewstream during the pandemic is all about how the company can come out of the current situation as a thought leader - instead of just a focus on conversions.

Resources Mentioned:

• Monique Mahler: LinkedIn 

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.