An interview with Rob Pajon, SVP - Product Marketing at Orangegrid
We sit down with Rob Pajon, SVP - Product Marketing at Orangegrid. OrangeGrid is mortgage servicing’s solution for consolidating fragmented software applications and exception management.
How did you end up at Orangegrid and what problem does Orangegrid solve for its clients?
I had been working in the product marketing space for over 15 years and was looking to join a growth company, preferably in financial services. OrangeGrid is a no-code/low-code tech solution that solves problems around operational fragmentation for companies in mortgage servicing.
As the SVP - Product Marketing, what are your main responsibilities at Orangegrid?
I collaborate and strategize with the CEO and my fellow executives to identify sales/marketing and product opportunities that result in growth and revenue generation for the company. I am responsible for creating and overseeing the execution of all marketing and product development initiatives.
To get a bit more technical, which methods work best for making people aware of and interested inOrangegrid , and why do you think they work so well?
It isn't just one thing, it is a combination of a lot of different strategies and the key is consistency. You can't just create an email campaign, social media post, or blog and expect results; especially when you are selling a B2B product. I have found success with creating a marketing calendar that uses a blend of different mediums to create awareness from different angles and perspectives. It is key to not only target new prospects, but to also market to existing customers and influencers as well.
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?
From a marketing prospective, it is definitely a mix of strategies. It is hard to predict what is going to work to soften or attract a given prospect. Given that our product is a subscription-based B2B technology product, the sales process is a much more singular process. Our sales cycle is longer and it is key to have a proven process in place to maximize success.
What marketing tactic have you employed at Orangegrid or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
That's a good one - I would say thought leadership is something that is overlooked, but very effective in B2B marketing. While it is easy to get wrapped up in creative and innovative new ideas, we are ultimately in the people business. Connecting with people is key and the more human the better. A solid interview, video, or article involving someone from your organization connects with prospects more than anything else from my experience.
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?
I have never tried any cold outbound strategies. I can see this being something valuable with consumer direct marketing just because the target audience is much broader. Our target audience is very specific, so the prospect list is finite.