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/

More THOUGHT LEADERS

IDC’s Ritu Jyoti believes ‘Technology investments like AI are critical enablers to business agility’

Media 7 | December 3, 2021

Ritu Jyoti, Group Vice President, AI and Automation at IDC elaborates on the ‘Gradual and Sudden’ adoption of smart technologies like AI in recent years and the importance of leveraging them to improve business agility and much more in this in depth interview....

Read More

‘AI is expected to revolutionize everything in the contemporary world,’ asserts Vladimer Botsvadze

Media 7 | August 3, 2023

Vladimer Botsvadze is a globally recognized digital transformation and social media influencer. With over 15 years of international marketing and innovation experience, he has successfully guided executives and top brands worldwide to drive growth and become market leaders. Read on to know his thoughts about the importance of upskilling and reskilling individuals with AI/ML talent....

Read More

'Enterprises that don't leverage AI and ML will likely be at a disadvantage,' believes Miquido's Jerzy Biernacki

Media 7 | March 9, 2022

Jerzy Biernacki, Head of Innovation & Business Development at Miquido, takes us through the many advantages of AI and ML to businesses. Read on to find out how enterprises can leverage exciting technology trends to help their businesses grow....

Read More

IDC’s Ritu Jyoti believes ‘Technology investments like AI are critical enablers to business agility’

Media 7 | December 3, 2021

Ritu Jyoti, Group Vice President, AI and Automation at IDC elaborates on the ‘Gradual and Sudden’ adoption of smart technologies like AI in recent years and the importance of leveraging them to improve business agility and much more in this in depth interview....

Read More

‘AI is expected to revolutionize everything in the contemporary world,’ asserts Vladimer Botsvadze

Media 7 | August 3, 2023

Vladimer Botsvadze is a globally recognized digital transformation and social media influencer. With over 15 years of international marketing and innovation experience, he has successfully guided executives and top brands worldwide to drive growth and become market leaders. Read on to know his thoughts about the importance of upskilling and reskilling individuals with AI/ML talent....

Read More

'Enterprises that don't leverage AI and ML will likely be at a disadvantage,' believes Miquido's Jerzy Biernacki

Media 7 | March 9, 2022

Jerzy Biernacki, Head of Innovation & Business Development at Miquido, takes us through the many advantages of AI and ML to businesses. Read on to find out how enterprises can leverage exciting technology trends to help their businesses grow....

Read More

Related News

Software

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.

Read More

General AI

Appvance unleashes AIQ 5.0, featuring Generative AI V3

Appvance | December 19, 2023

Appvance, the leader in generative AI for software quality, is excited to announce the launch of Appvance IQ (AIQ) 5.0, a groundbreaking update that marks a significant leap forward in the world of AI-native automated testing. This release features the game-changing Generative AI V3, a comprehensive update that enhances performance, reporting, visual object recognition, and bug-finding accuracy. Generative AI V3 is the result of a decade of research and continued advancements since the launch of AI-native script generation in 2018. AIQ 5.0 is the world's most advanced end-to-end testing platform for web and mobile applications, where AI is able to autonomously identify 10X more bugs than teams using legacy scripting or modern recorders. This virtually obsoletes manual testing and legacy scripting such as Selenium. AIQ 5.0 includes the following new features: No-Code Fully Visual User Experience Users will experience an improved intuitive interface that empowers them to unleash hundreds of Autonomous Testing bots (trained to do exploratory testing with BDD-based validations) effortlessly. Enhanced Bug Detection Custom page state identification ensures accurate classification of unique pages and page state enabling rapid, accurate defect detection with zero duplication through visual analysis of page elements. System-wide fallback accessors integration provides automatic script repair across multiple executions without maintenance. Improved visual accessors and visual object recognition deliver zero-effort test creation to a new level. Real-Time Visibility and Data-Driving Simplicity Live coverage map while the Autonomous Testing bots are executing, gives real-time insight into how the AI is generating thousands of critical tests. Enhanced direct data inputs enable real-time interactive data driving of the AI bots allowing them to reach every corner of the application. Effortless data-driven AI-generated tests during training allow dynamic addition of multiple data sources for the bots to consume. Unique Autonomous Testing Executions for Different Application Variants The new Autonomous Testing bots adapt to different application variants and morph automatically extending your test coverage - enabling a wide variety of test scenarios and configurations for full 360° quality insight. "AIQ 5.0 advances Autonomous Testing by taking a revolutionary approach to generative AI that delivers unparalleled levels of productivity, coverage, and defect detection," said Appvance CEO, Andre Liao. "This is a testament to our decades-long commitment to providing the world's most powerful, user-friendly, intelligent testing platform, with our continued investment in generative AI leading the way." About Appvance Appvance is the leader in generative AI for Software Quality. Its premier product AIQ is an AI-native, unified software quality platform that delivers unprecedented levels of productivity to accelerate digital transformation in the enterprise. Leveraging generative AI and machine learning, AIQ robots autonomously validate all the possible user flows to achieve complete application coverage™.

Read More

Software

LambdaTest Integrates with New Relic to Deliver Unmatched Test Observability

LambdaTest | January 09, 2024

LambdaTest, a leading cloud-based unified testing platform, announced an integration with New Relic, the all-in-one observability platform for every engineer, to help bridge the gap between testing and performance monitoring. This integration empowers software engineering, quality assurance, and DevOps teams to visualize and understand their digital experience testing metrics in real-time by providing a single view of their LambdaTest results alongside performance insights from across the entire software stack—all within the New Relic observability platform. With the ability to optimize and monitor automated test execution results, technical teams gain deeper insights into automation scripts that enable them to deliver high-quality products at an accelerated pace. Every modern business is encountering challenges as digital ecosystems become increasingly complex, large, and distributed. At the same time, without a unified platform, software teams and testers have limited visibility into automation script performance, which can lead to collaboration silos, inefficient resource utilization, and slower incident identification and response times. To address the need for observability in test execution data and analytics, this integration arms engineering teams with actionable insights to efficiently address automation script issues, reduce testing bottlenecks, and optimize software performance. This allows organizations to ensure fast and reliable application delivery, so they can produce better digital experiences for their customers—before it impacts their bottom line. The LambdaTest and New Relic integration allow users to: Proactively improve digital experiences with a pre-built, curated New Relic dashboard to monitor key metrics such as test executions, durations, failure rates, and errors. Accelerate troubleshooting with deeper insights into test failures, anomalies, and environments where errors occurred. Build better cross-platform experiences by gaining insights on website and application compatibility and functionality across thousands of different browsers and devices. “In our digital-first world, poor user experiences are more than just an annoyance—they have the power to cause significant loss in revenue,” said Manav Khurana, Chief Product Officer at New Relic. "With the LambdaTest integration for New Relic, we’re combining the power to automate digital experience testing with our unified telemetry and all-in-one observability platform—so organizations can optimize their digital experiences, without needing multiple tools to monitor the rest of their software stack.” Mayank Bhola, Co-Founder and Head of Product at LambdaTest stated, "This integration is not just a technical enhancement but a strategic move towards empowering businesses with data-driven decision-making. The combined strength of LambdaTest and New Relic ensures that businesses can deliver high-quality software at a faster pace, ultimately contributing to their bottom line." This integration is now available to all LambdaTest users and all New Relic full platform users at no additional cost. To get started, check out the LambdaTest quickstart integration for New Relic. About LambdaTest LambdaTest is an intelligent and omnichannel enterprise execution environment that helps businesses drastically reduce time to market through Just in Time Test Orchestration (JITTO), ensuring quality releases and accelerated digital transformation. Over 10,000+ enterprise customers and 2+ million users across 130+ countries rely on LambdaTest for their testing needs.

Read More

Software

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.

Read More

General AI

Appvance unleashes AIQ 5.0, featuring Generative AI V3

Appvance | December 19, 2023

Appvance, the leader in generative AI for software quality, is excited to announce the launch of Appvance IQ (AIQ) 5.0, a groundbreaking update that marks a significant leap forward in the world of AI-native automated testing. This release features the game-changing Generative AI V3, a comprehensive update that enhances performance, reporting, visual object recognition, and bug-finding accuracy. Generative AI V3 is the result of a decade of research and continued advancements since the launch of AI-native script generation in 2018. AIQ 5.0 is the world's most advanced end-to-end testing platform for web and mobile applications, where AI is able to autonomously identify 10X more bugs than teams using legacy scripting or modern recorders. This virtually obsoletes manual testing and legacy scripting such as Selenium. AIQ 5.0 includes the following new features: No-Code Fully Visual User Experience Users will experience an improved intuitive interface that empowers them to unleash hundreds of Autonomous Testing bots (trained to do exploratory testing with BDD-based validations) effortlessly. Enhanced Bug Detection Custom page state identification ensures accurate classification of unique pages and page state enabling rapid, accurate defect detection with zero duplication through visual analysis of page elements. System-wide fallback accessors integration provides automatic script repair across multiple executions without maintenance. Improved visual accessors and visual object recognition deliver zero-effort test creation to a new level. Real-Time Visibility and Data-Driving Simplicity Live coverage map while the Autonomous Testing bots are executing, gives real-time insight into how the AI is generating thousands of critical tests. Enhanced direct data inputs enable real-time interactive data driving of the AI bots allowing them to reach every corner of the application. Effortless data-driven AI-generated tests during training allow dynamic addition of multiple data sources for the bots to consume. Unique Autonomous Testing Executions for Different Application Variants The new Autonomous Testing bots adapt to different application variants and morph automatically extending your test coverage - enabling a wide variety of test scenarios and configurations for full 360° quality insight. "AIQ 5.0 advances Autonomous Testing by taking a revolutionary approach to generative AI that delivers unparalleled levels of productivity, coverage, and defect detection," said Appvance CEO, Andre Liao. "This is a testament to our decades-long commitment to providing the world's most powerful, user-friendly, intelligent testing platform, with our continued investment in generative AI leading the way." About Appvance Appvance is the leader in generative AI for Software Quality. Its premier product AIQ is an AI-native, unified software quality platform that delivers unprecedented levels of productivity to accelerate digital transformation in the enterprise. Leveraging generative AI and machine learning, AIQ robots autonomously validate all the possible user flows to achieve complete application coverage™.

Read More

Software

LambdaTest Integrates with New Relic to Deliver Unmatched Test Observability

LambdaTest | January 09, 2024

LambdaTest, a leading cloud-based unified testing platform, announced an integration with New Relic, the all-in-one observability platform for every engineer, to help bridge the gap between testing and performance monitoring. This integration empowers software engineering, quality assurance, and DevOps teams to visualize and understand their digital experience testing metrics in real-time by providing a single view of their LambdaTest results alongside performance insights from across the entire software stack—all within the New Relic observability platform. With the ability to optimize and monitor automated test execution results, technical teams gain deeper insights into automation scripts that enable them to deliver high-quality products at an accelerated pace. Every modern business is encountering challenges as digital ecosystems become increasingly complex, large, and distributed. At the same time, without a unified platform, software teams and testers have limited visibility into automation script performance, which can lead to collaboration silos, inefficient resource utilization, and slower incident identification and response times. To address the need for observability in test execution data and analytics, this integration arms engineering teams with actionable insights to efficiently address automation script issues, reduce testing bottlenecks, and optimize software performance. This allows organizations to ensure fast and reliable application delivery, so they can produce better digital experiences for their customers—before it impacts their bottom line. The LambdaTest and New Relic integration allow users to: Proactively improve digital experiences with a pre-built, curated New Relic dashboard to monitor key metrics such as test executions, durations, failure rates, and errors. Accelerate troubleshooting with deeper insights into test failures, anomalies, and environments where errors occurred. Build better cross-platform experiences by gaining insights on website and application compatibility and functionality across thousands of different browsers and devices. “In our digital-first world, poor user experiences are more than just an annoyance—they have the power to cause significant loss in revenue,” said Manav Khurana, Chief Product Officer at New Relic. "With the LambdaTest integration for New Relic, we’re combining the power to automate digital experience testing with our unified telemetry and all-in-one observability platform—so organizations can optimize their digital experiences, without needing multiple tools to monitor the rest of their software stack.” Mayank Bhola, Co-Founder and Head of Product at LambdaTest stated, "This integration is not just a technical enhancement but a strategic move towards empowering businesses with data-driven decision-making. The combined strength of LambdaTest and New Relic ensures that businesses can deliver high-quality software at a faster pace, ultimately contributing to their bottom line." This integration is now available to all LambdaTest users and all New Relic full platform users at no additional cost. To get started, check out the LambdaTest quickstart integration for New Relic. About LambdaTest LambdaTest is an intelligent and omnichannel enterprise execution environment that helps businesses drastically reduce time to market through Just in Time Test Orchestration (JITTO), ensuring quality releases and accelerated digital transformation. Over 10,000+ enterprise customers and 2+ million users across 130+ countries rely on LambdaTest for their testing needs.

Read More

Spotlight

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...

Events

Resources