Social Distancing Edition - The Customer Journey for Employee Recognition with Joe Staples of Motivosity

During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown talk with Joe Staples, the Chief Marketing Officer at Motivosity. Joe talks about some of the adjustments the company has made to their messaging during social distancing, discusses strategies around paid search and engaging prospects using high quality content. Episode Highlights: Joe Staples shares information on his background and his journey of being a head of marketing or CMO for about twenty years. Joe leads marketing efforts for an employee recognition software platform that allows team members to give and recognize accomplishments of their peers. Joe discusses Motivosity’s ideal customer profile, largely consisting of HR departments. During the social distancing period, Joe has pivoted Motivosity’s messaging a bit to coincide with a lot of the remote work situations faced by prospects and clients. One of the big components of the customer journey is determining how much education needs to be provided up front - many prospects are unaware that a solution like Motivosity exists for their situation. About 80% of the sales is done virtually as prospects go through demos and get to experience the platform before making a purchase. Motivosity has done a few trade shows, but are fortunate enough to not have trade shows as a major driver for demand. It’s important for us to figure out how to get multiple hooks into a deal and get to the right people that will make the call and make the ultimate decision. We use as many mediums as possible, videos are great. Whitepapers, articles and webinars are all a great tool for us. Motivosity elected to hire internal resources to prepare video content versus leveraging outside freelancers.  When building a team, Joe focused on graphic design as one of the very first full-time resources. Joe Staples discusses some projects he would execute if given a $20k budget to just “test” things out.                                               Key Points: Digital demand is the name of the game for us.  For us, since we’re an employee engagement platform, it’s more important than ever. We look at the topic and then determine the best medium to share that topic. If the topic is zany or whacky, we use video. Otherwise, if it’s more about the nuts and bolts, we’ll use an ebook or article. Resources Mentioned: Joe Staples: LinkedIn Motivosity: 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.