Why new trials is the only metric that matters at Strety | Samantha Ngo

Strety builds EOS software for companies running on the Entrepreneurial Operating System, a business management framework that has been around for roughly 20 years. The software consolidates core EOS tools alongside performance, project, and engagement features, replacing the spreadsheets, Word documents, SharePoint folders, and project management apps that many EOS users piece together.In a recent episode of The Marketers of Technology, host Andres Figueira sat down with Samantha Ngo, Head of Marketing at Strety, to learn how she markets a product that sits inside a well-established methodology to buyers who range from farm owners to tech startups to 40-year-old manufacturing businesses.Topics Discussed:How Samantha pivoted from professional cooking to marketing, starting with e-commerce copywriting and freelance generalist workWhy Strety's ICP is broad by industry but very specific in one dimension: all buyers are already running on EOSHow customer stories became the foundation for ads, content, and community buildingThe cheerleader meme campaign that generated strong LinkedIn engagement at low costWhy new trials, not MQLs or pipeline, is Samantha's North Star metricHow Strety uses Claude connectors with HubSpot, Google Search Console, and Google Analytics for faster data analysisWhy Samantha does not use AI for original content creationHow Strety is building toward organic product video to serve the self-serve buyerThe 100-person customer summit in Park City, up from two user groups of 25Conference presence in Sydney and Birmingham with a lockbox raffle lead gen activationGTM and Marketing Lessons:Make the customer the hero, not the product: Samantha's first move at Strety was to write 10 case studies in her first two months. The goal was not just content creation. It was building a real perspective on how customers describe their problems and where the product fits into their story. Those conversations became the raw material for ads, content, and community building.Meme marketing works in dry software categories: Business operating system software reads as corporate and boring. Samantha ran a cheerleader meme on LinkedIn and Facebook that got strong engagement at lower cost than typical LinkedIn campaigns. North Star metrics should reflect where conversion actually happens: Samantha's North Star is new trials. Strety's conversion rates are strong once someone is inside the product, so all marketing energy points at getting people to try it, not just into the funnel. AI speeds up data work that used to take hours: Samantha runs Claude connectors with her major ad platforms, Google Search Console, Google Analytics, and HubSpot. She pulled a 90-day analysis of demo conversations in a single HubSpot chat session. Weekly Google Ads keyword optimization that was previously a manual process now returns as recommendations. Know where AI helps and where it does not: Samantha uses AI for data analysis, structured content like SEO and AEO, and case study drafts. She does not use it for original content. Self-serve buyers need to see the product before they reach the demo: Many buyers today will not book a call. Strety's product converts well on demo and in trial, but a significant share of buyers evaluates software without ever talking to a human. Events are lead gen infrastructure, not just brand: Strety runs booths at EOS conferences in Sydney and Birmingham. At both events, a lockbox raffle where attendees enter a code to try to unlock a box generates leads outside the standard badge-scan system and gives people a concrete reason to stop at the booth.// Sponsors: Front Lines -- Silicon Valley's leading Podcast Production Studio. We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. Mention you are a listener and get a 10% discount. www.FrontLines.io/Podcast-as-a-Service