Getting Your Prospects to Zoom to the Finish Line with Jessica Otero of BI Tech

During this episode of Tech Qualified, Tristan Pelligrino and  Justin Brown chat with Jess Otero, CMO at BI Tech. The interview focuses on how the company uses a predominantly ABM-focused approach to marketing and ensures content answers big questions from customers. Jessica also breaks down some of the key technologies the marketing team uses - from researching accounts with DiscoverOrg to maintaining nurture sequences in Hubspot.

• Jessica started out studying to be an English teacher before getting into a marketing profession.
• Jessica starts the conversation by sharing her past experiences as a marketing associate with a company named Paris Technologies where she worked for ten years.
• A leader in the finance department who has a lot of import and export data processes is the ideal customer for BI Tech.
• BI Tech’s consulting helps companies connect with almost any kind of data source or ERP system. 
• Jessica discusses her approach to reaching out to companies by trying to understand the company’s problem and if they’re looking to bring automation to some of their finance workflows.
• BI Tech uses a marketing intelligence tool called DiscoverOrg to find people who might be good candidates for their solutions. 
• Jessica talks about how BI Tech has been ahead of the curve a bit with technology and now customers seem to understand their solution a bit more.
• One of the biggest shifts Jessica has seen over the years is how they package and ultimately sell their solutions - BI Tech has migrated away from traditional licensing.
• As a marketer, there is a lot of automation and tools available. However, for finance professionals, the same level of automation doesn’t really exist.
• SEO is not a big priority for Jessica and BI Tech right now because a lot of their target customers are not actively searching for their solution.
• The company has placed a big focus on researching prospects before writing emails or doing any outbound communication.
• Rather than going to large industry events, BI Tech has shifted their focus to smaller events where there’s a bigger opportunity for in-person engagement.
• Jessica points out how LinkedIn played an important role in changing the game for B2B business overall.
• When attending events, it’s important to do some research about the people you plan to meet in pe

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.