Podcast
Tech Qualified
Hosted by New North · EN
Tech Qualified is a podcast for B2B tech companies with small, scrappy marketing teams that are striving to compete with industry giants. In each episode, we showcase how scrappy teams are leveraging core methodologies, systems, AI, and more to generate qualified opportunities and achieve success with limited resources. Tune in to discover practical strategies that bring you closer to winning over your ideal customers.
11episodes
Episodes
Newest firstAll episodes
Stop Asking Marketing for ROI (Until You Define Success)
Mar 1000:23:26Tap to summarizeIn this episode of Tech Qualified, host Baylee Gunnell sits down with Justin Brown, Co-Founder at Marketers in Demand. They explore what marketing ROI means when your team must both “keep the lights on” and drive growth.Justin draws a hard line between table-stakes marketing and growth marketing. Your website, basic content, and consistent presence work like HR or accounting: you need them to run a business, and not every dollar ties to a clean return. Problems start when leaders demand perfect attribution for everything, or when marketers accept vague goals like “more” without a definition.For growth work, Justin pushes for a model built on history: cost per lead, cost per opportunity, and pipeline targets. He shows how board numbers can set teams up to fail, even when performance rises. If you lack data, he recommends setting a baseline, using benchmarks, and getting leadership to sign off on metrics.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.
Transcribe →Scrappy vs Enterprise ABM (Tools, Budget & Setup)
Jan 2200:27:27Tap to summarizeIn this episode of Tech Qualified, host Baylee Gunnell sits down with Tristan Pelligrino, Co-Founder at Marketers in Demand. They explore the realities of account-based marketing (ABM) for small B2B tech teams, focusing on practical ways to build effective programs without big budgets or expensive software.Tristan explains how scrappy ABM differs from enterprise approaches, breaking down the process of connecting with target accounts using lean tools and smart workflows. He highlights the value of layering outreach—using cold email, targeted ads, and LinkedIn sequences—to create momentum and gather early signals. Tristan shares how his teams track website visits and ad engagement to spot interest before leads fill out a form, making sure marketers have data to report real progress.The episode closes with advice for teams getting started: focus on a strong, relevant offer and keep friction low for your prospects. Tristan stresses that even with modest tools, clear messaging and ongoing testing drive the best results.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.
Transcribe →Why Every B2B Team Needs a Documented Marketing Roadmap
Jan 800:22:34Tap to summarizeIn this episode of Content Logistics, host Baylee Gunnell sits down with Justin Brown, founder of Marketers in Demand. They explore what it means to build a true marketing roadmap and why small B2B teams need more than just ideas to see growth.Justin breaks down the gap between having a “strategy” in your head and having a documented plan with real goals and actions. He explains that most teams think they have a strategy but lack a written roadmap that outlines what needs to happen and why. Without this, teams chase tactics—like paid ads or new messaging—without tying them to outcomes, which wastes time and budget.The conversation focuses on the power of starting with clear business goals, then building tactics to support them. Justin shares why teams should prioritize content creation and test internally before spending on outside help. He closes with simple advice: if you can’t send someone your marketing strategy in a document, it’s time to create one.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.
Transcribe →Measuring the ROI of Content
Nov 600:26:31Tap to summarizeIn this episode of Tech Qualified, host Baylee Gunnell sits down with Justin Brown, Co-Founder at Marketers in Demand, to tackle the real challenges of measuring content ROI for small B2B marketing teams. They dig into why direct attribution is so hard when you’re working with limited budgets and lean teams—especially when enterprise tools are out of reach.Justin shares why not every marketing activity needs to show a direct return. He explains the concept of “table stakes marketing”—the foundational work like keeping your website and social media fresh—that builds trust and credibility but rarely delivers a clear, immediate payoff. Justin stresses that this work matters for brand health, even if you can’t tie every action to a new lead.Together, Baylee and Justin explore smarter ways to track progress, like watching for growth trends and engagement, rather than obsessing over single-channel metrics. They remind listeners that investing in marketing is a long game, and lasting results often come from consistent, visible effort—not just short-term wins.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.
Transcribe →Guide to Building a Winning Podcast Marketing Strategy
Oct 2300:41:22Tap to summarizeIn this episode of Tech Qualified, host Baylee Gunnell sits down with Justin Brown, Co-Founder at Marketers in Demand. They explore the real work that goes into launching and sustaining a successful B2B podcast, especially for small marketing teams. Justin shares why consistency matters more than flashy production and explains how a podcast can anchor content strategy for tech companies.Justin pushes back on the idea that business podcasts should focus on executive stories or product launches. Instead, he urges listeners to build shows around real audience problems and to use targeted questions that give practical takeaways. He also describes how podcasting can fuel content for blogs, social media, and sales outreach, making it a practical choice for busy teams.Throughout the conversation, Justin stresses the value of starting simple and building over time. He encourages marketers to respect the medium, aim for steady output, and use podcasting as a tool for lasting relationships and trust—not just vanity metrics.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.
Transcribe →Attributes of a Good Landing Page
Oct 900:23:47Tap to summarizeIn this episode of Tech Qualified, host Baylee Gunnell sits down with Kiyan Klocker to explore what makes a paid landing page work. Kiyan explains why landing pages must focus on a single audience and a single goal, and why sending paid traffic to a homepage usually falls short. Instead, he shares how to reuse strong content from other parts of your website while tailoring each landing page to match the campaign’s purpose and the visitor’s needs.Kiyan walks through the difference between marketing and sales, stressing that marketing should center on helping prospects solve problems. He outlines how to build campaigns for every stage of the funnel, from raising awareness to driving action, and why every landing page must set clear expectations for what happens after a visitor hits submit. He also highlights common mistakes, like adding too many calls to action or mismatching ad copy and landing page content.The conversation wraps with practical advice on measuring success, customizing by audience, and keeping the user journey smooth from ad to form. Kiyan’s insights offer a clear path for anyone looking to improve campaign performance with better landing pages.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.
Transcribe →Crafting ABM Messaging That Converts
Sep 2500:24:27Tap to summarizeIn this episode of Tech Qualified, host Baylee Gunnell sits down with Tristan Pelligrino, Co-Founder at Marketers in Demand. They explore how B2B tech companies can craft offers that cut through the noise and drive real engagement in account-based marketing (ABM).Tristan explains why strong offers start with a deep understanding of customer pain points. He shares the importance of moving beyond generic content and building no-brainer offers that deliver meaningful value—sometimes even quantified as a percentage of the annual contract value. Tristan also stresses the difference between resources and true offers, urging teams to segment and qualify prospects before extending high-value opportunities.The conversation turns to messaging and testing. Tristan outlines practical ways to reach buyers through tailored emails, ads, and sales outreach. He encourages teams to test different angles, use real customer language, and rely on frequent iteration instead of waiting for perfection. The key is to launch, learn, and keep refining with real feedback.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.
Transcribe →How to Create Great Content for B2B Tech
Sep 1100:18:29Tap to summarizeIn this episode of Tech Qualified, host Baylee Gunnell sits down with Tristan Pelligrino, Co-Founder at Marketers in Demand. They explore how B2B tech companies can build stronger content strategies by focusing first on understanding their ideal customers. Tristan explains that content isn’t just about producing blog posts or white papers—it starts with knowing exactly who you want to reach and what problems they face.Tristan shares why small marketing teams should prioritize real conversations with customers and internal experts. He shows how these discussions reveal the challenges buyers care about and help teams create more meaningful, specific content. By gathering insights from sales calls, customer interviews, and feedback sessions, marketers can move beyond generic messaging and stand out from competitors.The conversation wraps with practical advice for scrappy teams: start with one type of conversation, such as a podcast or video chat, and repurpose that material across channels. For Tristan, this approach helps teams stretch their resources, reach the right people, and build a content engine that actually supports growth.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.
Transcribe →Why Progress Beats Perfection in Marketing
Aug 2800:14:36Tap to summarizeIn this episode of Tech Qualified, host Baylee Gunnell joins Colin Costigan, Head of Accounts at Marketers in Demand, to discuss a common marketing challenge. Many teams want to launch a perfect campaign, but the market demands speed. Colin explains why perfection is unattainable and how teams can shift their thinking.Colin suggests moving from an "architect" to an "engineer" mindset. Instead of endless planning, marketers should build, test, and gather real-world data. He advises treating every launch as a live experiment, not a final exam. This reframes failure as a learning opportunity and removes the pressure of a single, high-stakes release.To build momentum, Colin advises a consistent cadence for reviewing data and launching new tests. This creates a continuous loop of learning and iteration. By focusing on progress, marketers can adapt faster and achieve better results in a constantly moving market.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.
Transcribe →Knowing When to Adjust Strategy vs. Tactics
Aug 1400:13:31Tap to summarizeMarketers often jump directly into tactics, feeling pressure to show progress. In this episode of Tech Qualified,, Baylee Gunnell and Colin Costigan, Head of Accounts at Marketers in Demand, discuss how to build a stronger marketing foundation. Colin explains that the desire for tangible results and leadership pressure cause teams to skip essential planning.A strong marketing plan starts with a business goal. This "North Star" guides your strategy, which defines who you will target. Only then should you develop tactics like email outreach or social media ads. Every tactic must trace back to the strategy and serve the main business outcome.Knowing when to adapt is critical. Colin explains how to tell if a problem is tactical or strategic. Signals like a low click-through rate may require a tactical change. However, major issues like a doubling cost-per-lead signal a need to revisit your strategy. This framework helps teams stay structured while remaining flexible.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.
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