Q&A with Bethany Fagan, Senior Manager, Content Marketing at PandaDoc

Bethany Fagan, Senior Manager, Content Marketing at PandaDoc, is a content marketing professional with 10+ years of experience in storytelling, written content, digital content, events, webinars, social media, and sales enablement.

I don’t think there is such a thing as too much content. Especially with today’s buyers.



MEDIA 7: Could you please tell us a little bit about yourself? What inspired you to pursue a career in writing?
BETHANY FAGAN:
Hi! I’m the Senior Manager, Content Marketing at PandaDoc and have been at the company for over 5 years. Previously, I started marketing and content at iQ media, which is media intelligence software, and I’ve even gone so far as to sell Xerox copy machines right out of college.

I’ve always been a creative person but I knew a career in content was for me when I was in high school. I grew up in the Northern Virginia area and every year you were required to take a state test to “pass” your grade level and move on to the next one. A component of this test was a writing sample and year after year I’d consistently get near-perfect, if not perfect scores on the writing portion while doing just average in the other subjects. So I thought, hmm I should probably give this writing thing a shot.

M7: How do you ensure that your content team understands the requirements and curates content in an engaging manner?
BF:
Well of course we have our content guidelines that help the team determine our tone and voice but I really think our curation mindset changed when we started thinking about how and why we create content. Instead of creating content in a funnel structure (awareness, consideration, decision) we started thinking of it more in the ways people search for information. So we flipped and our 2 stages of content are now inspiration, education, and execution. By pivoting to this search- motivation framework, we are able to create content that is engaging depending on what we think our reader and audience are searching and looking for. We also wanted to make our content more discoverable and allow for potential prospects to move through the stages of the marketing funnel more fluidly.


For content marketing, the channels that are most relevant are website, social, and email.



M7: What channels do you think are the most relevant for Content Marketing? How do you gauge which ones are the most promising, given your target customers?
BF:
For content marketing, I think the channels that are most relevant are website, social, and email. For us at PandaDoc, the ones that are most promising are the ones where we can attract eyeballs and get people to subscribe and get more of our content. A new channel that we’re testing at PandaDoc that can be really relevant is podcasting. We launched a podcast show about a couple months ago and we’re seeing more listeners
(viewers) and more time spent on the content than any other channel we distribute content through. It is a decent amount of lift but podcast shows are also great ways to repurpose content into video, blog posts, longer eBooks, and more. Our most promising content channels are the ones that we can measure audience size and engagement rates.

M7: The COVID-19 pandemic has affected businesses worldwide. What has been PandaDoc’s strategy of survival during that time?
BF:
Ever since our founding in 2011, one of PandaDoc’s goals has always been to put people over profit. So when the pandemic hit in March 2020, we wanted to create something that would benefit businesses hit the hardest during the uncertain times. We always wanted to introduce a free eSign plan but our plans were accelerated because of COVID-19.

Our free eSign plan has helped hundreds of thousands of users upload and sign as many documents as they like, entirely free of charge. We feel that eSignatures are a commodity and should be available for all. And if people see how easy PandaDoc is to use, they’ll come back to us when their businesses are more stable and have grown and require the entire suite of PandaDoc functionality.


If you make a mistake, that’s okay, move on and do better next time. Fail fast and fail often.



M7: What are your views on content shock? Is it a worrisome trend or a content marketing myth?
BF:
I think my answer to this question has definitely changed as my tenure has progressed at PandaDoc. When I joined in 2016, we needed to create as much content as possible as frequently as possible. But now, now that we’re a team of four, we can be more strategic and focused on what we create and why.

I don’t think there is such a thing as too much content though. Especially with today’s buyers. Many people want to do their own research on their own time so make it as easy as possible for them to find your content and consume your content.

M7: The best advice you have ever received?
BF:
Don’t assume anything. If you have a question, get it answered. If you need help, ask or do the work yourself to get there. And if you make a mistake, that’s okay, move on and do better next time. Fail fast and fail often.

ABOUT PANDADOC

Over 20,000 customers use PandaDoc’s all-in-one document automation software and workflow capabilities to provide customers with a more professional and engaging experience. PandaDoc helps you simplify processes and increase efficiency across your entire organization when you integrate your existing CRM, payment, and file storage apps into a unified workflow.

For more info head to pandadoc.com or sign up for our entirely free eSign plan by visiting: pandadoc.com/free-electronic-signature-software/

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Persistent Announces Strategic Collaboration Agreement with AWS to Accelerate Generative AI Adoption

Persistent Systems | January 05, 2024

Persistent Systems (BSE: PERSISTENT) (NSE: PERSISTENT), a global Digital Engineering and Enterprise Modernization leader, announced a multi-year Strategic Collaboration Agreement with Amazon Web Services (AWS) to accelerate the pace of innovation and development of generative AI solutions for clients. Persistent is a long-standing AWS Partner and has a proven track record of early scale generative AI adoption across multiple industry verticals leveraging services like Amazon CodeWhisperer and Amazon Bedrock. Amazon CodeWhisperer provides generative AI-powered code recommendations directly in multiple integrated development environments (IDEs) to help developers build applications quickly in more than 15 coding languages; Amazon Bedrock is a fully managed service that makes foundation models (FMs) from leading AI companies accessible via an API to build and scale generative AI applications. This strategic collaboration with AWS will help Persistent to further increase the impact it delivers to its clients that are embracing generative AI. Through this teaming, Persistent will have access to additional resources from AWS to build proofs of concept to help clients identify tangible business outcomes from generative AI. This will also support use case discovery and rapid build out of solutions with additional go-to-market funds from AWS. One of the key benefits to combined clients will be continued early access to AWS's generative AI services and investments that will help clients with their aspirations around growth, time-to-market, and better customer experience. The Strategic Collaboration Agreement builds on Persistent's 30+ years of software engineering heritage, its best practices from more than 120 AWS engagements for cloud migration and modernization, and its 2,500 AWS practitioners to enable flexible and scalable generative AI-powered solutions tailored to clients' unique needs. Persistent's AWS Migration Competency status provides proven cloud expertise to help clients move successfully to AWS through all phases of complex migration projects. This collaboration reflects Persistent's proficiency in building robust cloud infrastructure, crucial in today's cloud-first, AI-first world, enabling clients to implement cloud-powered generative AI solutions. These combined assets from AWS and Persistent can bolster the value provided to joint clients, helping them unlock the full potential of their technology investments. Rajiv Sodhi, Senior Vice President – Hyperscaler Business & Strategic Alliances, Persistent: "Enterprises across industries are looking to tap into the transformative potential of generative AI to reimagine, redefine, and rethink their business models for improved customer experiences and business growth. Combined with our newly acquired AWS Migration Competency status and our SCA, AWS will help us scale generative AI adoption among our clients so they can identify and implement use cases where this technology can have a real impact. We remain committed to helping clients reach their technology goals by leveraging the agility, breadth of services, and rapid innovation that AWS provides." Quan Yang, Vice President of Research IT, Regeneron: "Generative AI unlocks new opportunities to transform the life sciences industry. We are modernizing our legacy research applications to help accelerate the drug development process and simplify workflows. With Persistent's Digital Engineering expertise, powered by the AWS platform, Regeneron's research and pre-clinical development teams help bring our new life-savings drugs to market faster." Chris Sullivan, Vice President, Worldwide System Integrator Partners, AWS: "We are delighted to be working with Persistent to help our customers accelerate growth, enable business transformation, and enhance their digital experience. Together, we aim to redefine what's possible with generative AI, setting new standards for efficiency, innovation, and technological advancements." About Persistent With over 22,800 employees located in 21 countries, Persistent Systems (BSE: PERSISTENT) (NSE: PERSISTENT) is a global services and solutions company delivering Digital Engineering and Enterprise Modernization. As a participant of the United Nations Global Compact, Persistent is committed to aligning strategies and operations with universal principles on human rights, labor, environment, and anti-corruption, as well as take actions that advance societal goals. With 268% growth since 2020, Persistent is the fastest-growing Indian IT Services brand according to Brand Finance.

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Software

Lynx Software Technologies Announces Acquisition of Thompson Software Solutions

Lynx Software Technologies | January 10, 2024

Lynx Software Technologies (Lynx), a leader in the development of foundational, open architecture software solutions for the Mission Critical Edge, today announced the acquisition of Thompson Software Solutions, LLC. (TSS), a provider of software development, engineering, and integration solutions to mission-critical aerospace and defense (A&D) platforms, spanning military and commercial fixed- and rotary-wing aircraft, commercial space flight, hypersonic platforms, and command-and-control systems. Its customers include the U.S. Department of Defense (DoD), prime integrators, A&D original equipment manufacturers, and commercial space companies. Since its founding in 2004, TSS has delivered technical capabilities and strategic insights to enable innovative software products requiring the highest reliability, security, and performance standards. With expertise spanning high-integrity software architecture and development, DevSecOps, cybersecurity, airworthiness certifications, open systems architecture, simulation and training, and AI and machine learning, customers across the A&D end-markets rely upon TSS to provide strategic guidance, differentiated technical capabilities, and a deep understanding of mission requirements. TSS’s Chief Executive Officer, Les Thompson, and Chief Strategy Officer, Patrick McClellen, have taken on senior roles within Lynx following the close of the transaction. The combination of Lynx and TSS creates a scaled provider of mission-critical software solutions for customers with complex interoperability, safety, and security challenges. Lynx’s foundational software products, open-source expertise, productivity- and security-enhancing development tools, highly technical software engineering services, delivered via both professional and managed services business models, and its highly skilled and security-cleared employee base combine to create a platform company uniquely positioned to support the full software development lifecycle for clients in aerospace, defense, and other heavily regulated end-markets. “The TSS team has built the company on a solid foundation of trusted customer relationships, innovative and cutting-edge technical capabilities, and flawless execution. With TSS’s high-value and differentiated software development and integration capabilities, we will be better equipped to enable aerospace and defense OEMs and prime integrators to accelerate the design, development, and deployment of their products and platforms,” commented Tim Reed, Chief Executive Officer of Lynx. “As we end 2023, Lynx’s portfolio of solutions spans from the operating system to the application layer, certifiable real-time, to general purpose and open-source, and from commercial-off-the-shelf (“COTS”) to government-off-the-shelf (“GOTS”) software products. I’m thrilled to work with Les and the TSS team as we continue delivering comprehensive and unique software-enabled solutions to customers whose needs extend from the development pipeline to the Mission Critical Edge.” “Throughout my twenty years leading TSS, we’ve been consistently committed to delivering robust software solutions that meet the stringent requirements of our customers while ensuring they can stay on schedule and budget,” commented Les Thompson, Chief Executive Officer of TSS. “From our first discussions with Tim and the Lynx team, it became clear that Lynx is not just a vendor looking to push products but a committed, mission-oriented partner with the same objectives we have here at TSS, which includes continuing to deliver on our shared goal of providing resilient, secure, and performant software solutions targeted at the most demanding mission-critical environments.” “The combination of Lynx and TSS creates a software solutions platform placed at the center of priority aerospace and defense investment areas, notably open standards, modularity, and security. Like TSS, Lynx has an established track record of exceeding customer expectations with its innovation, performance, and value proposition. As a combined company, Lynx and TSS are well-positioned to grow as our clients continue to execute on the software modernization, integration, and development priorities,” commented Patrick McClellen, Chief Strategy Officer of TSS. About Lynx Software Technologies Lynx Software Technologies is on a mission to improve the economics of developing, deploying, and maintaining high-assurance Mission Critical Edge platforms with modular software solutions based on open standards. Our proven technology leadership, extensive system certification expertise, and commitment to open standards have consistently saved our customers millions of dollars in development costs while delivering desired system performance, security, and reliability on schedule. Lynx is committed to enabling customers to build and manage orchestrated, cloud-connected platforms that harness a broad array of modern technologies and unique design methodologies to enable accurate, deterministic decisions at the Mission Critical Edge without compromising safety or cybersecurity requirements. For more information, visit www.lynx.com. About Thompson Software Solutions Founded in 2004 with locations in Atlanta, GA and Fort Worth, TX, the Thompson Software Solutions team understands what is required to develop, integrate, test, and deploy software with a safety-critical pedigree while meeting the challenges of modernization and digital transformation. Our team of proven and dedicated employees takes pride in our ability to react quickly and produce quality solutions to difficult technical challenges. We work with partners to find the right path to meet operational needs while future-proofing systems with portability and sustainment considerations to ensure next-generation success. For more information, visit https://www.thompsonsoftwaresolutions.com. About OceanSound Partners OceanSound Partners is a New York-based private equity firm that pursues control investments in technology and technology-enabled services companies serving government and enterprise end markets. OceanSound employs a partnership approach, working closely with founders, entrepreneurs, and executives of middle market businesses to drive transformational growth. For more information, visit www.oceansoundpartners.com.

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