639: The Role of Perpetual Demand Generation to Fuel Growth w/ Kira Mondrus

ABOUT THIS EPISODE

In this episode we talk to Kira Mondrus, CMO at QASymphony.

LinkedIn: https://www.linkedin.com/in/kiramondrus/

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand?Start a podcast and invite your ideal clients to be guests on your show.Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be tob executives achieve explosive growth. Whether you'relooking for techniques and strategies or tools and resources, you've come to the rightplace. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Kira Mandros. She is the CMO at Qa symphony. Care, how you doingtoday? I'm good. Thank you. I'm really excited to chat with youtoday. Kara. We're going to be talking about the role of perpetual demandgeneration to fuel fast growth. But before we get into that, care I'dlove for listeners to have a little bit...

...of contact around who you are andwho you're with, and so could you tell us a little about Qa symphonyand what you're steamer up to you over there? Sure would love to so. Qa Symphony is an Atlanta based fast company we help enterprises develop high qualitysoftware faster and help them with speech market. We really want to have our customersbe able to prioritize quality and development and we offer testing solutions essentially tohelp them do that. We have experienced phenomenal growth. I think our yearover year was a hundred and thirteen percent this past year and definitely a lotof exciting things going on. And I'M A new be I've only been witha company for both four months. Well, wonderful care. So I want toI want to just dive right into this idea because it's not something we'veever talked about before on the show and I think our listeners are going toget a ton of value out of this. So, you know, in talkingabout this role of Perpetual Demandin to...

...get started, kind of what doyou mean by that? Whenever you say that, walk us through your thinkingbehind sure, just the phrase perpetual to so what I mean by that?Really it is a demangin engine that is always on, it is always runningand it is designed to engage with buyers at a time when they are readyto, you know, engage with the vendor and to be able to helpprogress them through their buyer journey. And really the the big difference I wouldstay with perpetual demangin and kind of more traditional marketing is, you know,I grew up doing kind of time bound campaigns, right, getting together withmy marketing team and saying, okay, what are we can do in qone? What should our SEM BE FOR QTWO? And you go out andyou build all the stuff and you run it and then you take it offthe shelf and you put the next thing up. And the flaw in thatapproach really is that, you know,...

...what happens when your target audience isn'tready to talk about the topic that but you want to talk about, right. I mean that's a very vendor centric approach rather than a buyer centric approach. And you know, I think you can relate to that as a consumer. If you know, if you have a flat tire, you want toyou know, you're probably interested to see where the tire deals are, butif you're not getting marketed to or unable to find that information at the timethat you have that need, that's definitely a lost opportunity for some of thosevenders out there that may only be promoting their tire deals. You know,in q one and then moving on to something in q two. Got It. So Cure. Do you have multiple like in essence, it's not,you know, it's it's not really a campaign at all, right, becausethere's not really an indate. Do you have different types of perpetual I don'tknow, I guess. I guess meant,...

I don't want to say campaign,but like perpetual messaging, or are there different types of things that youguys are running at all times based on, you know, what you've found tobe true about about your buyers? Yeah, that's a that's a greatquestion. So when I think of the word campaign, to me really that'sthat's the message, right. It's not necessarily the set of tactics that supportsit, but it's the message. And so the way that this really worksis you have to be really, really buyercentric and understand who are your persona. So it really starts with that persona work and understanding what their buyer journeylooks like, and by being able to do that you find out a lotabout the types of things that are top of mind for them, you know, throughout that journey, and the questions that they need to have addressed atevery stage and with that you're able to deliver a variety of content items thathelp address those questions and that really that's...

...the stuff that is always up andrunning. And you know, when I say content, I could mean awhite paper or a Webinar, but content is also it's the event, it'sreally it's any interaction that we put in front of that buyer. Okay,and you want to be able to deliver it in a very integrated passion.So it's delivered to a variety of different tactics. You can use outbound emailon your website is a very important hub for people to come into and tobe able to nurture them forward with with the relevant messaging. Obviously, youknow search. You also want to get involved with a variety of different likedigital third meet you know, third party media sites, to help promote themessage. It's the messaging that you convey at trade shows or even the eventsthat you host. So it really is a fully integrated go to market utilizinga variety of messages. And you can...

...learn a lot about your buyer bythe content that they consume. So, for example, if someone is searchingfor like what's like an RFP tool kit, you can pretty quickly guess that they'remuch further down their bire journey and then you can interact with them ina way that nurtures them forward rather than, you know, taking them back toeducate them about a problem that they may have. Yeah, that makessense. So is that the to dive deeper into this idea of like havingan intimate understanding of of your buyer? Obviously, looking at the type ofcontent that they're consuming is a big indicator of that. Are there other thingsthat you guys have done at Qa symphony to help your team understand, youknow, where the buyer is in their kind of buying cycle, I guess, and just understand more characteristics of them that help you guys then go backand create more content that you put into your perpetual demandion system. Yeah,there there's actually a couple of things that...

...all come together. So, inorder to do this effectively, we use progressive profiling and it is, youknow, each type of questionnaire, if you will, form is aligned tocontent which represents a different stage of the buyer journey. So very early onwe ask very few questions, but as the buyer progresses and engages with contentthat is much lower funnel stage, we start asking them more questions around theirtheir pains and meets and time frame and such, depending on, you know, which questions are answered in the forms, we are able to tell where thatindividual is within the buyer journey or, you know, within the lead stage. And the way that we work, we only submit or assign leads toour sales team once they have gone...

...through the entire you know, thatthey've indicated that they really are ready to speak to someone. They're highly,highly qualified. But if our sellers are looking, you know, taking anaccount based approach and want to go in there and take a look at theirtarget account and see, hey, who's been interacting, what are they engagingwith, they're able to tell where they are, you know, what leadstage the individuals in based on the types of interactions that they would have hadwith the program and okay, and I think the second part of your questionwas adding content and optimizing. So as this engine runs, were able toget a lot of insight on, you know, what's working, what's not, what's working for certain persona or a certain stage and and with that weeither pull stuff or add stuff or tweak stuff. So it's an ongoing process. We no longer you know, the down it's okay, this quarter I'mgoing to have to create ten pieces, because there really shouldn't be any forthat. Got Up all right. So so cure. If somebody hasn't donethis before, they've thought about it,...

...you know, the the old way, you know, in okay, what que? What are you know?What's our theme going to be? Let's, you know, create content for thiscampaign. What's Qto q three? Start all back over again the nextyear and they want to roll out something, you know, like this. Howdo they build that out? How do they get started down this paththat you're that you're explaining? Well, I will not lie and pretend thatI've done this myself. This is actually the second company that I'm rolling outa perpetual engine in, and in both cases we did form a partnership withwith the demand gend consultancy to help us get through this. Yeah, reallythe the reason for that has to do what's not only their expertise, butalso just time to market and to be able to you know, as youcan imagine, it's a huge program to...

...lived, but I would say thatyou know, even if you're not able to get you know, a reallystrong partner to come in and help you out. I think the first placethat you start is with the the persona. Understanding who are the buyers, whoare the influencers, and really getting a deep understanding of the buyer personaand being able to map out the buyer journey and start with creating really great, relevant content for those people. Makes Perfect Sense. Kara, this hasbeen this has been fantastic. I'm really appreciative of your time and coming onand explaining, explaining this to our listeners. If there's somebody listening that wants tostay connected with you or they want to learn more about Qa symphony,what's the best way for them to go about doing that? You know,reach out on Linkedin or twitter. Kira mandrous of my handle, so I'mpretty easy to locate. Love it awesome, Kara. And then folks can justgo to Qa symphonycom. Is that...

...right? That's right. Well,wonderful. All right. So again, Kara, thank you so much foryour time this morning. Really excited to get this live and excited to shareyour wisdom with our listeners. Well, thank you for having me. Havea great day. There are lots of ways to build a community and we'vechosen to build the be tob growth community through this podcast. But because ofthe way podcasts work, it's really hard to engage with our listeners, andwithout engagement it's tough to build a great community. So here's what we've decidedto do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people.Will Talk Business, will talk family, will talk goals and dreams, willbuild friendships. So if you'd like to be a part of a BEDB growthdinner in a sitting near you, go...

...to be to be growth dinnerscom.That's be to be growth dinnerscom. Thank you so much for listening. Untilnext time.

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