Transforming Your Marketing Plays With Jackie Lipnicki

Automatic TRANSCRIPT

Joined by Jackie Lipnicki an account executive at New Relic and she's got some very interesting strategies to share with us Jacky. Thank you for joining the show. Thank you for having me happy to be yeah, we're excited to have you and before we get going if you can just tell us a little bit about yourself off then in about New Relic sure. So I started out as an SDR. I moved my way up through the chain eventually was an Str manager for a while and now I've been an account executive officer of the last year and half or so, I'm currently at New Relic and for those of you who don't know what New Relic is ultimately we are working with IP professionals basically make sure that they have digital experiences that work for their customers. So when you and I are engaging with software we want to work world and so we help them to do that. Awesome. Awesome job. Um, okay, so so let's get into it. And when we we talked about doing a podcast one of the things you mentioned that was super interesting to me and I think will be interesting to the audience age is you at a previous company you guys in deployed a like a quiz to call strategy and I'd love for you to just share how that wage. And what the results were there. Yeah. So my first job ever worked for was for in the techspace was a Content marketing company and they both interactive content and one of those things where you know quizzes assessments and for us as a sales team, we would basically leverage those quizzes and send those out to our prospects and they would fill out a series of questions and they were often times fun and lighthearted and you know kind of like a buzzfeed style of if you were whatever industry you're selling to if you were this kind of dog You know, whatever. What would you be if you did this, what would you look like? And then we throw in some hard-hitting questions that were more in line with what we needed as far as what's your maturity level in this space So at the end of the fact is we would get all the results back and it would give us as FDR's and his account Executives the ability to go and then target the people that we could see were answering questions that clearly have pains in the line to what we could solve for them. And so an example might be that if you're a demand gen marketer working for the IG security space, you might ask some questions like, you know, if you were a security system, which would you be if you were trying to figure out where your weaknesses are what would you say your biggest weakness is if you were this or that and so those questions were kind of Surfing some great answers for us and help us with our targeted messaging. Yeah. So as a sales rep if they you know, if I'm I'm thinking about this if I'm a prospect I get a quiz. Yeah might feel wage. Up out more likely than respond to a cold email to say Hey, you know like we've got this great solution for you, you know, not that I've never responded to a cold email. But but it just I mean we all know like he rarely respond to those things, but the quiz I would probably fill out if I thought it was pertinent to me now on the sgr side of things I could see the huge benefit being you've got some relevant information and the timing was right there cuz I feel like timing is almost everything in sales rep. I think it's really great from a timing perspective. But it also does a really good job, especially if the quiz is done right of having strong brand awareness because now that person who's been through a quiz has already seen your logo. They've already gotten familiar with you. They've already decided that there's some level of trust and credibility and their treats and so when they get this phone call and it's from Jackie, let me get New Relic and they just have a quiz with New Relic yesterday. And I know the things that they're struggling with it's much more exciting and impactful for that Prospect to say, yeah, I'll give you a shot. I'll hear you out. I'm interested. Obviously. That's why I took the quiz in the first place. Yeah. Yeah. Yeah, that's awesome. Okay. Well, I I love that idea. I think it's an awesome strategy people can can try it. I think I might try to get our marketing team to do it will have to figure out a good quiz. So when you guys were making these quizzes was it you mentioned it was like a mix of like fun questions and then the questions with the information that you guys needed. Where did you strike the balance? They're dead. It really depends on the tone of your company and what you're trying to accomplish. So, you know, there are quizzes Which are typically like under five questions are usually pretty light and are more. Of funnel just generating that awareness do assessments which are a little bit more mid funnel which is when you're really just kind of going and you're asking 25 questions and trying to get a little bit more serious one quiz, we did at my last company. We were we basically helped small medium businesses with their blogging strategy. And so we made a quiz that was how much for blogging strategy would you say that you're you know, a seed a little plant or a full grown tree. Would you say that your blogging strategy is mostly you know, sending an email once a week once a month or once a year. And so some of the questions for us just gave us insight into what they were currently doing. But for them it was also fun to be like, oh what am I am? I am mature. Am I this and I thought so long Jim's were a little more well-rounded to be engaging and user-friendly.

Coming up next