Taking the reins of an established marketing team shouldn’t mean throwing out everything that’s come before. Put the hard work of your predecessors to good use.

Adam Lambert joined scheduling software company Calendly as its Senior Content and Digital Marketing Manager in January 2020. He spent his first three months studying what his team had achieved before his arrival.

“Customer service was really strong: people had good resources to answer current customer questions. So I didn't have to spend a lot of time with current customers, compared with connecting with people who might find this tool useful,” he says.

Adam identifies content marketing — especially video — as one of the strongest mediums for getting word out about your product.

In this episode of Tech Qualified, Adam tells Tristan Pelligrino why and how marketers should put their time and budget into video.

“The money doesn't hurt as bad when you're getting 12 pieces of content. You're making this video, a transcript and a blog about this video, and you're doing thought leadership because you're going to share clips,” he says. “You're doing a lot more than the one deliverable that's laid out on the contract.”

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.