An interview with Pauline Mura, Senior Marketing Partnerships Manager at Livestorm
We sit down with Pauline Mura, Senior Marketing Partnerships Manager at Livestorm. Livestorm is the end-to-end video engagement platform enabling organizations to create on-demand, live, or pre-recorded events at scale—from your browser.
How did you end up at Livestorm and what problem does Livestorm solve for its clients?
I was looking for a marketing partnerships role in a startup, and wanted to develop my content creation skills. Livestorm was a good fit in terms of culture: the teams are international although it is a French company. Livestorm is a video engagement platform, that enables companies to connect, engage, interact and collaborate with their audiences seamlessly. You can create webinars, run internal webinars, organize training sessions and scale your product demos with this all-in-one platform saving you time.
As the Senior Marketing Partnerships Manager, what are your main responsibilities at Livestorm?
My goal is to generate qualified leads for the sales teams through gated content pieces. In order to increase my reach, grow brand awareness and get a higher ROI with limited ressources, I focus on co-marketing partnerships for my pieces of content. So I find brands that have similar ICP's to Livestorm and that I can collaborate with, and then reach out to them suggesting content ideas. We then co-write ebooks or host webinars together, co-promote the piece and share the lead list. The second part of my role is then to measure the performance of these actions and follow up with the sales teams to make sure leads are being worked and get their feedback.
To get a bit more technical, which methods work best for making people aware of and interested inLivestorm , and why do you think they work so well?
Webinars for Livestorm are an important channel, indeed being a webinar platform every webinar run is a soft demo of our solution. It is a great channel for each stage of the marketing funnel: we run fireside chats and thought leadership pieces for the top funnel activities, practical webinars more related to our core business as middle funnel, and series such as How Livestorm uses Livestorm and product demos to fill the bottom of the funnel. For top and mid funnel activities, the brands and speakers we partner with have a big impact on awareness. Interest then comes when we showcase our features and engage with the audience during the live webinar. The SEO work on our blog has also proven beneficial in terms of increasing traffic. In order to convert this traffic we have added lead magnets such as relevant reports, ebooks and sign up CTAs to the blog posts.
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. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
We work with a mix of channels for high level. SEO has been key in driving traffic, we worked on defining the right keywords and optimizing the pages for success. Paid has been successful in driving sign ups and demo requests at an optimized cac, but also for some top funnel ebooks that perform well. The third brick is the co-marketing partnerships on webinars and ebooks. We've had some strong partners and content that really resonated with our target audience.
What marketing tactic have you employed at Livestorm or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
Defining our target personas clearly has been key in improving our audience targeting when it comes to top and mid-funnel activities. Conversion rates have been higher when the targeting was refined. The second piece has been personalization on the website to match lead expectations.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
Livestorm has run cold outreach campaigns. They are much more efficient when following up on a known intent such as, arecent hiring, fundraising, website visit, job change or other. The results are higher, when account has been warmed up with marketing ads or content in the first place, and when the approach is multi-touch and multi-channel.