The puffer fish technique: How to make your brand look bigger
Join Maura Rivera as she unveils innovative strategies that have helped Qualified maximize the brand’s impact and visibility using the power of your website, virtual events, and team efficiency. Gain actionable insights to effectively navigate the competitive landscape and make a lasting impression, regardless of the size of your team.
In a recent episode of Game Changers, an enlightening conversation took place between show’s host Oana, the founder CEO of Sequel.io, and Maura Rivera, none other than the Chief Marketing Officer of Qualified. This dialogue unravelled the inspiring journey of Maura, giving valuable insights into the strategic growth and momentous achievements of the business. Commencing her career as an executive assistant to the CMO of Salesforce, Maura then transitioned to become the inaugural marketer at Qualified. This innovative business optimizes AI technology to enhance website conversions.
An intriguing part of their discussion centered on the ‘Pufferfish Technique’. This strategy focuses on making a company seem larger and more reputable than its current status. Qualified, adopting this approach, established dominance by leveraging three significant areas- an impressive website design, frequent announcements unveiling product launches and personnel changes, and generating unique content with industry leader involvement.
Through these moves, Qualified managed to establish more credibility with their target market. They successfully positioned themselves parallel to their larger, longer-established counterparts. On a strategic note, Maura’s initial hire was a VP of Demand Generation, to incorporate a more metrics and operations-based approaches to their marketing strategies.
Maura also shed light on Qualified’s growth especially during the COVID-19 pandemic where the company shifted its focus on virtual and in-person events. The agenda was to gain industry recognition and to inspire impactful conversations. Among these events, the Pipeline Summit emerged as a success story, uniting marketing leaders on a quarterly basis to exchange strategies and insights.
Qualified intensified investments in partnerships, teaming up with brands like 6sense for mutual activations and cost-sharing. These collaborations enhanced their visibility and enabled them to generate shared content. Pivoting to the future, Maura expressed positivity for the company’s ad strategy in 2024, emphasizing their commitment to creativity. Most intriguingly, she seems particularly enthusiastic about the prospect of product innovation within AI. This innovation is expected to leverage pipeline generation and efficiency within the company.
As the conversation concluded, Maura revealed future plans including potential for a large-scale brand campaign, investments in long-range strategies, and coherent exploration of AI capabilities. She applauded her team, expressing the joy of their journey thus far with Qualified. Her excitement for what lies ahead with Qualified clearly mirrors the company’s forward-thinking approach to business operations and strategies.
