An interview with Sabina Iyengar, Director of Growth Marketing at Betterworks

How did you end up at Betterworks and what problem does Betterworks solve for its clients?

I came to Betterworks through a referral. I saw an opportunity to build a growth marketing function and demand generation engine. Betterworks develops best-in-class performance management solutions that enable exceptional results and put employee experience at the heart of how companies align, motivate, retain and develop their people. Unlike monolithic legacy HR technology, Betterworks’ lightweight and enterprise-ready SaaS solutions for check-ins, feedback, employee engagement and recognition are built to scale for businesses of all sizes.

As the Head of Growth Marketing, what are your main responsibilities at Betterworks?

Demand Generation across the full funnel Campaign Strategy across the full funnel Overall ROI on marketing programs across the full funnel Building Pipeline across the full funnel Event Strategy across the full funnel ABX Strategy

To get a bit more technical, what are some of the acquisition channels that have worked well for Betterworks and why do you think that is?

What role does your Marketing team play when it comes to organising, operating and improving your growth funnel?

Marketing and Sales are fully integrated. We work together to build pipeline. I actually hired a prospect marketing manager who sits in marketing but is the bridge between our 2 teams. She makes sure that every MQL and qualified account is touched by the sales team.

At ColdFire, when we look at our clients' Growth 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 LeadGen strategy of Betterworks, what would it be?

We thrive on a mix of top-of-funnel strategies. We are a startup, so our team is quite agile and can try new things fairly quickly.

What is a Growth technique that you've used at Betterworks or at previous companies which you believe is underutilized at most Marketing teams - and why?

Having a running drip and nurture campaign inclusive of monthly newsletters to the database as an engagement level. But I do believe that having this prospect marketing manager hand hold the MQLs and Accounts over to the SDR team and help them with the messaging based on the marketing programs has been a huge success. We don't have to wonder what happens to an account or MQLs once it goes over the fence.

Growth can happen using marketing and product development. Which has worked better for Betterworks and why do you think that is?

Consideration stage is the most difficult. Having the right type of customer proof point to help a prospect see how it can actually be done, is a challenge. We hope to have more case studies and 3rd party validation assets to help tell our story. What we say doesn't mean anything until someone else says it for us.

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?