An interview with Forrest Herlick, Growth Marketing Manager at Paragon
We sit down with Forrest Herlick, Growth Marketing Manager at Paragon. Paragon delivers every integration your customers need with the embedded integration platform for SaaS companies.
How did you end up at Useparagon and what problem does Paragon solve for its clients?
Paragon is an embedded integration platform as a service (iPaaS) which enables companies to build seamless SaaS integrations natively in their products 7x faster than building in-house. Having worked in technology space for over 3 years, I saw the importance native product integrations have on a SaaS product. I first discovered Paragon at a partnerships conference and recognized the huge potential impact the product can have for other SaaS businesses.
As the Growth Marketing Manager, what are your main responsibilities at Paragon?
I lead growth marketing campaigns aimed at educating the market on the value of integrations and generating demand for our embedded iPaaS product. My area of work is split across: content creation, paid and organic social, SEO, website design and CRO, brand strategy and event planning.
How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?
We ensure sales and marketing are aligned amongst product positioning, messaging and go to market strategy. We equip sales with the resources needed to educate our audience and communicate the value of Paragon's embedded iPaaS.
At ColdFire, when we look at our clients' Marketing and Advertising 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 overarching revenue-focused strategy of Paragon, and what key elements does it encompass?
Our main focus is educating the market on the value integrations can have on their SaaS product and how to build and scale their integration roadmaps. We use a wide variety of channels to do this, most notably paid social and educational content.
What is an efficient marketing technique that you've implemented at Paragon or previous companies, which you believe is underutilized by most management teams - and why do you think that is?
I think the importance of crafting your message based on the stage of the funnel your audience is, is very important. Many teams use the same messaging across all buyers, but it's important to understand where in the market your prospect is. If they haven't heard of you, the messaging will differ completely from someone who is evaluating you versus competitors.
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 are in the early stages of developing a cold outbound strategy. We’ve seen the success that tailored messaging can have based on the audience and what phase they are in of their integration strategy.
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