An interview with Lisa Ng, Head of Growth Marketing at Jifflenow.
We sit down with Lisa Ng, Head of Growth Marketing at Jifflenow. Jifflenow is the world’s most comprehensive meeting automation platform, automating the scheduling, management, and analysis of B2B in-person and virtual meetings.
How did you end up at Jifflenow and what problem does Jifflenow solve for its clients?
I spent my early career in marketing at a lot of smaller companies and start-ups, wearing many hats—that afforded me the opportunity to develop a strong foundation and working knowledge for different marketing disciplines. In my last couple of roles, I've led demand gen efforts, so the role at Jifflenow to lead growth felt like a natural progression. As a marketer, I was drawn to Jifflenow because it solves a very acute pain point by connecting the dots to pipeline and revenue for your event marketing efforts. Large scale B2B events and conferences can be a budget black hole, and so much time and effort from the team goes into executing the event, yet it's often difficult to show ROI. Jifflenow puts ROI at the forefront of your event strategy by making meetings, demos, and engagements the focus. The eEvent platform not only makes it easy to manage resource, workflow, and scheduling complexity, it also makes it easy to track and report on event specific data to show contribution to pipeline.
As the Head of Growth Marketing, what are your main responsibilities at Jifflenow?
I manage a small team that is responsible for driving the growth engine for the company. At the very top of the funnel, that involves awareness (multi-channel organic and paid programs), in the middle and bottom of the funnel it's very content-focused (nurture programs, customer stories, webinars) and we do the best we can to repurpose the content in different mediums and channels. We experiment quite a bit—have regular tear-down sessions where we work to optimize existing programs—nothing is static.
To get a bit more technical, what are some of the acquisition channels that have worked well for Jifflenow and why do you think that is?
High intent search ads and awareness blogs have been our most effective top of the funnel activities. Our product solves a real pain point, so users searching for a solution in event marketing tend to convert on search. For readers that aren't yet problem aware, or don't know of a solution that exists, our awareness blogs do a good job in bringing in qualified traffic.
What role does your Growth team play when it comes to organising, operating and improving your marketing-sales funnel?
We have regular connects with the sales team and have a process setup to collect feedback, which drives many of the improvement initiatives to increase growth. Everyone is also hands-on with the reporting, with each person owning a portion of it that gets shared back to the team on a regular basis.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGenMarketing strategy of Jifflenow, what would it be?
We leverage content and use social as an amplification channel. We have some budget devoted to paid campaigns that are highly targeted. We have evergreen programs that get a constant refresh. And we collaborate with sales to support the buyers' journey.
What is a Marketing technique that you've used at Jifflenow or at previous companies which you believe is underutilized at most Growth teams - and why?
Thinking outside the inbox: email programs are necessary, but at the same time it's become such a saturated channel. If your marketing programs aren't channel diversified and you're only relying on email, you're not working with a full toolbox, and your campaigns aren't going to be as effective as they can be.
Marketing can happen using combined tools and methodologies. Which has worked better for Jifflenow and why do you think that is?
Whenever we look to add a new tool to our tech stack, ensuring it has the right integrations is critical. Ultimately, you need to build a tech stack that supports your marketing programs AND your reporting infrastructure.
Has your Growth team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
We've experimented with cold outbound emails. The best results have come with hyper-personalization, which is hard to do at scale.