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're looking for techniques and strategies or tools and resources, you've come to the right place. 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 doing today? I'm good. Thank you. I'm really excited to chat with you today. Kara. We're going to be talking about the role of perpetual demand generation to fuel fast growth. But before we get into that, care I'd love for listeners to have a little bit...

...of contact around who you are and who you're with, and so could you tell us a little about Qa symphony and 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 quality software faster and help them with speech market. We really want to have our customers be able to prioritize quality and development and we offer testing solutions essentially to help them do that. We have experienced phenomenal growth. I think our year over year was a hundred and thirteen percent this past year and definitely a lot of exciting things going on. And I'M A new be I've only been with a company for both four months. Well, wonderful care. So I want to I want to just dive right into this idea because it's not something we've ever talked about before on the show and I think our listeners are going to get a ton of value out of this. So, you know, in talking about this role of Perpetual Demandin to...

...get started, kind of what do you mean by that? Whenever you say that, walk us through your thinking behind 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 running and it is designed to engage with buyers at a time when they are ready to, you know, engage with the vendor and to be able to help progress them through their buyer journey. And really the the big difference I would stay with perpetual demangin and kind of more traditional marketing is, you know, I grew up doing kind of time bound campaigns, right, getting together with my marketing team and saying, okay, what are we can do in q one? What should our SEM BE FOR QTWO? And you go out and you build all the stuff and you run it and then you take it off the shelf and you put the next thing up. And the flaw in that approach really is that, you know,...

...what happens when your target audience isn't ready 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 to you know, you're probably interested to see where the tire deals are, but if you're not getting marketed to or unable to find that information at the time that you have that need, that's definitely a lost opportunity for some of those venders 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, because there's not really an indate. Do you have different types of perpetual I don't know, I guess. I guess meant,...

I don't want to say campaign, but like perpetual messaging, or are there different types of things that you guys are running at all times based on, you know, what you've found to be true about about your buyers? Yeah, that's a that's a great question. So when I think of the word campaign, to me really that's that's the message, right. It's not necessarily the set of tactics that supports it, but it's the message. And so the way that this really works is 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 journey looks like, and by being able to do that you find out a lot about 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 at every stage and with that you're able to deliver a variety of content items that help address those questions and that really that's...

...the stuff that is always up and running. And you know, when I say content, I could mean a white paper or a Webinar, but content is also it's the event, it's really 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 email on your website is a very important hub for people to come into and to be able to nurture them forward with with the relevant messaging. Obviously, you know search. You also want to get involved with a variety of different like digital third meet you know, third party media sites, to help promote the message. It's the messaging that you convey at trade shows or even the events that you host. So it really is a fully integrated go to market utilizing a variety of messages. And you can...

...learn a lot about your buyer by the content that they consume. So, for example, if someone is searching for like what's like an RFP tool kit, you can pretty quickly guess that they're much further down their bire journey and then you can interact with them in a way that nurtures them forward rather than, you know, taking them back to educate them about a problem that they may have. Yeah, that makes sense. So is that the to dive deeper into this idea of like having an intimate understanding of of your buyer? Obviously, looking at the type of content that they're consuming is a big indicator of that. Are there other things that you guys have done at Qa symphony to help your team understand, you know, 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 back and 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, in order to do this effectively, we use progressive profiling and it is, you know, each type of questionnaire, if you will, form is aligned to content which represents a different stage of the buyer journey. So very early on we ask very few questions, but as the buyer progresses and engages with content that is much lower funnel stage, we start asking them more questions around their their 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 that individual is within the buyer journey or, you know, within the lead stage. And the way that we work, we only submit or assign leads to our sales team once they have gone...

...through the entire you know, that they'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 an account based approach and want to go in there and take a look at their target account and see, hey, who's been interacting, what are they engaging with, they're able to tell where they are, you know, what lead stage the individuals in based on the types of interactions that they would have had with the program and okay, and I think the second part of your question was adding content and optimizing. So as this engine runs, were able to get 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 we either 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'm going to have to create ten pieces, because there really shouldn't be any for that. Got Up all right. So so cure. If somebody hasn't done this 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 this campaign. What's Qto q three? Start all back over again the next year and they want to roll out something, you know, like this. How do they build that out? How do they get started down this path that you're that you're explaining? Well, I will not lie and pretend that I've done this myself. This is actually the second company that I'm rolling out a perpetual engine in, and in both cases we did form a partnership with with the demand gend consultancy to help us get through this. Yeah, really the the reason for that has to do what's not only their expertise, but also just time to market and to be able to you know, as you can imagine, it's a huge program to...

...lived, but I would say that you know, even if you're not able to get you know, a really strong partner to come in and help you out. I think the first place that you start is with the the persona. Understanding who are the buyers, who are the influencers, and really getting a deep understanding of the buyer persona and being able to map out the buyer journey and start with creating really great, relevant content for those people. Makes Perfect Sense. Kara, this has been this has been fantastic. I'm really appreciative of your time and coming on and explaining, explaining this to our listeners. If there's somebody listening that wants to stay 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'm pretty easy to locate. Love it awesome, Kara. And then folks can just go to Qa symphonycom. Is that...

...right? That's right. Well, wonderful. All right. So again, Kara, thank you so much for your time this morning. Really excited to get this live and excited to share your wisdom with our listeners. Well, thank you for having me. Have a great day. There are lots of ways to build a community and we've chosen to build the be tob growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners, and without engagement it's tough to build a great community. So here's what we've decided to 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, will build friendships. So if you'd like to be a part of a BEDB growth dinner 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. Until next time.

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