growth playbook · Oct 22, 2026

SmartBear growth playbook

SmartBear is hiring across a direct go-to-market push: a Growth Marketing Manager for webinars, events, syndication, surveys and podcasts, SDRs and Account Executives in Galway, a Reflect seller in Somerville and a Director of GTM Finance tracking three channels.

Its content engine is large (452 blog posts, 482 webinars, 144 case studies) but the blog sitemap is empty and robots.txt points to a 404, comparisons live only in the blog, and the podcast stopped in 2023. This playbook fixes discovery first, then turns comparisons, webinars and the AI quality study into leads, adds an ACU estimator for BearQ, and builds cross-sell, open-source and MCP paths to trials.

Growth Score

Biggest Opportunity

Make the existing content and open-source reach produce pipeline: indexed comparison posts, webinar follow-up, a benchmark assessment and offers inside free tools.

Biggest Risk

Tricentis, BrowserStack, Postman, Katalon and TestRail all now sell AI testing, so SmartBear's breadth can read as a list of separate products unless each buyer sees one clear next step.

Start here

The three moves to make first. Each one is written up in full below.

Put the 452 blog posts back in front of search engines: the blog sitemap is empty and robots.txt points to a 404
Open /blog/sitemap-0.xml and /googlesitemap.xml and confirm both with the web team.
High impact First result in 2 weeks
Turn the "X vs SmartBear" blog posts into product comparison pages with a trial or demo next step
Pick the three comparison posts with the most traffic.
High impact First result in 1 month
Call webinar registrants within one business day, opening with the session they chose
Pull the registrant list for the October 30 BearQ session.
High impact First result in 1 month

Your idea portfolio

22 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

8 ideas are marked Unexpected: plays you are unlikely to have tried.
1 of these are things Programmable can build and run for you.

This week 6

Quick wins with a clear first action.

SmartBear is hiring a Growth Marketing Manager to turn content into pipeline, and the blog is publishing exactly the high-intent pages that do that ("BrowserStack vs. TestComplete", "ReadyAPI vs Postman", "QMetry vs TestRail"). But the blog's sitemap file contains zero URLs, and the sitemap named in robots.txt, /googlesitemap.xml, returns a 404 page. New comparison posts are left for crawlers to find by chance.
High impactLow effort First result in 2 weeks Growth Marketing Manager
First action
Open /blog/sitemap-0.xml and /googlesitemap.xml and confirm both with the web team.
How to measure it
Blog posts indexed in Search Console
Now
–
Target
95% of 452
By
30 days
Steps
Confirm the gap
Check both sitemap files and the robots.txt line.
Web team 1 hour
Fix the generator
Build the blog sitemap from the post list the RSS feed uses.
Web team 1 day
Fix robots.txt
Point it at /sitemap-index.xml.
Web team 1 hour
Resubmit
Google Search Console and Bing Webmaster Tools.
Marketing Operations 1 hour
Add a guard
Fail the build on an empty sitemap or a 404 sitemap link.
Web team 1 day
Measure
Indexed posts and organic sessions to comparison posts each week.
Growth Marketing Manager weekly
First result
2 weeks
Cost
Staff time only
Owner
Growth Marketing Manager
Smallest test
Fix robots.txt today and submit the RSS feed as a sitemap while the generator is repaired.
Why it works
Ready to use
ChecklistSitemap repair checklist
Risks and how to handle them
Evidence
Comparisons for TestComplete, ReadyAPI, QMetry and Reflect exist only as blog posts; only AlertSite has /compare/ pages. Blog templates end in "You Might Also Like" rather than in the product's trial, so a buyer comparing tools leaves the comparison without the obvious next step.
High impactMedium effort First result in 1 month Product Marketing
First action
Pick the three comparison posts with the most traffic.
How to measure it
Comparison-page trial and demo requests
Now
–
Target
+40%
By
90 days
Steps
Rank posts
Traffic and conversions of existing comparison posts.
Marketing Operations 2 days
Check facts
Current rival features and pricing.
Product Marketing 1 week
Build template
Compare page with table and trial button.
Web team 1 week
Legal review
Claims and trademarks.
Legal 1 week
Publish
Three products first.
Product Marketing 1 week
Route leads
Comparison-page leads go to the SDR queue with the rival named.
Sales Development Representative 1 day
First result
1 month
Cost
Staff time only
Owner
Product Marketing
Smallest test
Add a trial button to the end of "BrowserStack vs. TestComplete" and measure clicks.
Why it works
Risks and how to handle them
Evidence
The Resources Center runs a full live calendar (BearQ Sessions, MCP with ReadyAPI and TestComplete, choosing an automation tool), and the SDR team is told to follow up inbound leads and run ABX. A registrant's session topic says which product and which problem they care about.
High impactLow effort First result in 1 month Sales Development Representat…
First action
Pull the registrant list for the October 30 BearQ session.
How to measure it
Meetings per 100 registrants
Now
–
Target
+50%
By
60 days
Steps
Map sessions
Each session to a product and persona.
Growth Marketing Manager 1 day
Set routing
Registrants to SDRs by territory.
Marketing Operations 2 days
Write openers
One per session topic.
Sales Development Representative 1 day
Follow up
Within one business day.
Sales Development Representative ongoing
Log source
Session as campaign in Salesforce.
Marketing Operations 1 day
Review
SAL and pipeline by session.
Growth Marketing Manager monthly
First result
1 month
Cost
SDR time
Owner
Sales Development Representative
Smallest test
Run the play on one session and compare with the last.
Why it works
Risks and how to handle them
Evidence
SmartBear surveyed 273 quality leaders (70% report degraded quality, 93% use AI coding tools), and it already has an application integrity assessment page. Survey-based campaigns are in the new Growth Marketing Manager's brief. A report is read once; a benchmark against peers gives the visitor their own result.
High impactMedium effort First result in 1 month Growth Marketing Manager
First action
Choose the ten questions with the clearest spread of answers.
How to measure it
Assessments completed
Now
–
Target
600 a quarter
By
1 quarter
Steps
Pick questions
Ten from the study.
Growth Marketing Manager 2 days
Build scoring
Peer bands by company size.
Marketing Operations 1 week
Design results
Score, peers, next step.
Web team 1 week
Route leads
High-risk scores to SDRs.
Marketing Operations 2 days
Promote
Webinars, syndication, LinkedIn.
Growth Marketing Manager 1 month
Measure
Completion to SAL rate.
Growth Marketing Manager monthly
First result
1 month
Cost
Build time
Owner
Growth Marketing Manager
Smallest test
Put five questions in a simple form and test on one webinar audience.
Why it works
Risks and how to handle them
Evidence
Podcasts are in the Growth Marketing Manager's remit, yet /podcast/ lists Episode 10 from January 12, 2023 as the newest. A visibly dormant show tells visitors the channel is abandoned.
Medium impactLow effort First result in 1 quarter Growth Marketing Manager
First action
Choose: relaunch or redirect.
How to measure it
Meetings from guest accounts
Now
–
Target
5 a quarter
By
2 quarters
Steps
Decide
Relaunch or redirect.
Growth Marketing Manager 1 day
Pick guests
Target-account quality leaders.
Senior Major Account Executive 2 weeks
Record
Monthly, 25 minutes.
Growth Marketing Manager monthly
Cut clips
LinkedIn and YouTube.
Content team monthly
Follow up
Guest accounts get an AE touch.
Senior Major Account Executive monthly
Review
After three episodes.
Growth Marketing Manager 1 quarter
First result
1 quarter
Cost
Production time
Owner
Growth Marketing Manager
Smallest test
Redirect the page this week.
Why it works
Risks and how to handle them
Evidence
BearQ is priced in agent compute units with example plans instead of tiers, and the trial starts by talking to the team. Buyers who want a ballpark have to book a call to get one.
High impactMedium effort First result in 1 month BearQ Product Lead
First action
Write the formula from current customer usage.
How to measure it
BearQ trial requests from pricing
Now
–
Target
+30%
By
90 days
Steps
Model usage
ACUs by application size.
BearQ Product Lead 1 week
Design
Three inputs, a range.
Web team 1 week
Build
On the pricing page.
Web team 1 week
Pass inputs
To the trial form.
Marketing Operations 2 days
Train sellers
Same ranges on calls.
Account Executive II 1 day
Measure
Trial requests and win rate.
Director, GTM Finance monthly
First result
1 month
Cost
Build time
Owner
BearQ Product Lead
Smallest test
Publish a static table of three example workloads.
Why it works
Risks and how to handle them
Evidence

This quarter 10

The core plays for the next three months.

The sitemap lists 482 webinar pages. Each was promoted once; most are now a long library. Content syndication and nurture are in the Growth Marketing Manager's brief.
High impactMedium effort First result in 1 quarter Growth Marketing Manager
First action
Export the webinar list with view counts.
How to measure it
On-demand webinar views
Now
–
Target
+50%
By
2 quarters
Steps
Audit
Tag all 482 recordings.
Growth Marketing Manager 3 weeks
Retire
Noindex out-of-date sessions.
Web team 1 week
Build tracks
Six themed tracks.
Growth Marketing Manager 3 weeks
Load nurture
Marketo programs per track.
Marketing Operations 2 weeks
Syndicate
Best tracks through partners.
Growth Marketing Manager ongoing
Measure
Influenced pipeline.
Marketing Operations monthly
First result
1 quarter
Cost
Staff time
Owner
Growth Marketing Manager
Smallest test
Build one track and send it to one nurture segment.
Why it works
Risks and how to handle them
Evidence
The Senior Major AE sells multi-product deals into Fortune 1000 accounts, and in-person executive programs are in the Growth Marketing Manager's plan. 75% of the largest financial institutions already use SmartBear.
High impactHigh effort First result in 1 quarter Growth Marketing Manager
First action
Pick 30 target accounts for the first city.
How to measure it
Executive meetings from dinners
Now
–
Target
40
By
2 quarters
Steps
Pick accounts
30 per city.
Senior Major Account Executive 2 weeks
Find a host
A customer quality leader.
Customer Success 2 weeks
Invite
Personal AE invitations.
Senior Major Account Executive 3 weeks
Run
12-15 guests.
Growth Marketing Manager 1 evening
Follow up
Meeting within two weeks.
Senior Major Account Executive 2 weeks
Measure
Pipeline per dinner.
Director, GTM Finance quarterly
First result
1 quarter
Cost
About $8,000 per dinner
Owner
Growth Marketing Manager
Smallest test
Run one dinner in Boston.
Why it works
Risks and how to handle them
Evidence
SmartBear tracks an Atlassian channel separately, BearQ now runs as an assignable agent in Jira, and Reflect has a dedicated major account seller. Zephyr customers already manage tests in Jira.
High impactMedium effort First result in 2 quarters Customer Success
First action
Pull Zephyr accounts by seat count.
How to measure it
Zephyr-to-automation pilots
Now
–
Target
25
By
2 quarters
Steps
List accounts
Top Zephyr accounts.
Revenue Operations 1 week
Design pilot
One project, 30 days.
BearQ Product Lead 2 weeks
In-app prompt
In Zephyr for admins.
Zephyr Product 1 month
AE outreach
Top 50 accounts.
Major Account Executive I, Reflect 1 quarter
Run pilots
With success plans.
Customer Success 1 quarter
Measure
Expansion ARR by channel.
Director, GTM Finance quarterly
First result
2 quarters
Cost
Pilot costs
Owner
Customer Success
Smallest test
Offer a pilot to ten Zephyr accounts.
Why it works
Risks and how to handle them
Evidence
SmartBear's open-source tools are downloaded over 100 million times a month (Swagger, SoapUI, Stoplight, Pact). Most of those users never visit a product page.
High impactHigh effort First result in 2 quarters Product Marketing
First action
Map where each open-source tool hits its limit.
How to measure it
Open-source to trial
Now
–
Target
+25%
By
2 quarters
Steps
Map limits
Per tool.
Product Marketing 2 weeks
Write offers
One per limit.
Product Marketing 2 weeks
Place offers
Docs and download pages.
Developer Relations 1 month
Track
Campaign codes.
Marketing Operations 1 week
Route
Opt-in company signals to SDRs.
Sales Development Representative ongoing
Measure
Trials and pipeline.
Director, GTM Finance monthly
First result
2 quarters
Cost
Staff time
Owner
Product Marketing
Smallest test
Test one offer on the SoapUI download page.
Why it works
Risks and how to handle them
Evidence
The new Director of GTM Finance owns forecasts across three channels and must evaluate GTM ROI; the Growth Marketing Manager reports MQL, SAL, SQL and pipeline. Without shared stage definitions these numbers will not reconcile.
High impactMedium effort First result in 1 quarter Director
First action
Write the stage definitions on one page.
How to measure it
Weekly funnel report adopted
Now
–
Target
Yes
By
1 quarter
Steps
Define stages
MQL to ARR.
Director, GTM Finance 2 weeks
Connect data
Marketo, Salesforce, store.
BI Manager 1 month
Build view
Tableau dashboard.
BI Manager 1 month
Review
Weekly with marketing.
Director, GTM Finance weekly
Reallocate
Budget by return.
Director, GTM Finance quarterly
Audit
Data quality checks.
Marketing Operations monthly
First result
1 quarter
Cost
Analyst time
Owner
Director, GTM Finance
Smallest test
Reconcile one month of pipeline by hand.
Why it works
Risks and how to handle them
Evidence
The @smartbear/mcp package gets about 4,262 downloads a week, and webinars already show MCP connecting ReadyAPI and TestComplete. Developers adding SmartBear to their AI assistants are a new, intent-rich audience.
High impactMedium effort First result in 1 quarter Developer Relations
First action
Add usage telemetry (opt-in) to the server.
How to measure it
MCP-sourced trials
Now
–
Target
100 a quarter
By
2 quarters
Steps
Guides
Per assistant.
Developer Relations 2 weeks
Telemetry
Opt-in usage.
Developer Relations 2 weeks
Next-step message
In responses.
Developer Relations 1 week
Early access
Heavy users.
Developer Relations 1 month
Webinar
MCP workflows.
Growth Marketing Manager 1 month
Measure
Trials and pipeline.
Marketing Operations monthly
First result
1 quarter
Cost
Staff time
Owner
Developer Relations
Smallest test
Publish one setup guide and track it.
Why it works
Risks and how to handle them
Evidence
SmartBear says 75% of the largest financial institutions use it and has 144 case studies, but buyers in banking want proof from banks, sorted by their concern (regulation, legacy systems, scale).
High impactMedium effort First result in 1 quarter Product Marketing
First action
Tag the 144 case studies by industry.
How to measure it
FS win rate
Now
–
Target
+5 points
By
3 quarters
Steps
Tag
Industry and problem.
Product Marketing 2 weeks
Select
Five strongest bank stories.
Product Marketing 1 week
Build page
FS hub.
Web team 2 weeks
Reference program
Three willing customers.
Customer Success 1 month
Train
Sellers on the pack.
Senior Major Account Executive 1 week
Measure
Win rate in FS.
Director, GTM Finance quarterly
First result
1 quarter
Cost
Staff time
Owner
Product Marketing
Smallest test
Publish a one-page pack with three stories.
Why it works
Risks and how to handle them
Evidence
The TestComplete pricing page says "Windows OS required". Visitors on a Mac, or teams that only test web apps, hit a dead end, while Reflect, SmartBear's cloud no-code tool, has its own major account seller.
Medium impactLow effort First result in 1 month Growth Marketing Manager
First action
Measure the share of non-Windows visitors on the trial page.
How to measure it
Cross-routed trials
Now
–
Target
+15% Reflect trials
By
1 quarter
Steps
Measure share
OS of trial-page visitors.
Marketing Operations 1 day
Write message
Short, specific.
Product Marketing 1 day
Build banner
OS-based.
Web team 3 days
Track
Separate campaign.
Marketing Operations 1 day
Route
To the Reflect team.
Major Account Executive I, Reflect ongoing
Review
After 30 days.
Growth Marketing Manager 1 month
First result
1 month
Cost
$0
Owner
Growth Marketing Manager
Smallest test
Run the banner for two weeks.
Why it works
Risks and how to handle them
Evidence
SmartBear's channel has 16,800 subscribers and 2.6 million views across 732 videos. Tutorials are watched by people evaluating or adopting a product.
Medium impactLow effort First result in 1 quarter Content team
First action
Rank videos by last-year views.
How to measure it
YouTube-sourced trials
Now
–
Target
+30%
By
2 quarters
Steps
Rank
Top 50 videos.
Content team 1 day
Add links
Tracked trial links.
Content team 1 week
Chapters
Top 50.
Content team 2 weeks
Playlists
By product.
Content team 1 week
Clips
From webinars.
Growth Marketing Manager monthly
Measure
Trials by video.
Marketing Operations monthly
First result
1 quarter
Cost
Staff time
Owner
Content team
Smallest test
Update the ten most viewed videos.
Why it works
Risks and how to handle them
Evidence
SDRs run ABX campaigns with 6sense and ZoomInfo. A company reading "ReadyAPI vs Postman" or "QMetry vs TestRail" is telling SmartBear which decision it faces.
High impactMedium effort First result in 1 quarter Sales Development Representat…
First action
Tag comparison pages as intent topics.
How to measure it
Comparison-intent meetings
Now
–
Target
30 a quarter
By
1 quarter
Steps
Tag pages
Intent topics.
Marketing Operations 1 week
Score accounts
Visits plus fit.
Marketing Operations 1 week
Write sequences
Per rival.
Sales Development Representative 2 weeks
Talk tracks
Switching help.
Product Marketing 1 week
Run
Weekly lists.
Sales Development Representative weekly
Measure
Meetings and pipeline.
Growth Marketing Manager monthly
First result
1 quarter
Cost
Existing tools
Owner
Sales Development Representative
Smallest test
Run one rival sequence for a month.
Why it works
Risks and how to handle them
Builds on
Evidence

Big bets 3

Larger plays that can change the trajectory.

SmartBear already runs two annual studies. Survey-based campaigns are in the growth brief, and press and analysts need fresh numbers on AI-generated code quality.
High impactHigh effort First result in 3 quarters Growth Marketing Manager
First action
Pick five core questions to repeat.
How to measure it
Pulse responses
Now
–
Target
400 a quarter
By
3 quarters
Steps
Pick questions
Five core.
Growth Marketing Manager 1 week
Panel
Respondents from the 2026 study.
Growth Marketing Manager 1 month
Field
Quarterly.
Growth Marketing Manager quarterly
Publish
Index page and release.
Communications quarterly
Webinar
Each quarter.
Growth Marketing Manager quarterly
Sales notes
Talking points.
Product Marketing quarterly
First result
3 quarters
Cost
Survey costs
Owner
Growth Marketing Manager
Smallest test
Run one pulse with the existing panel.
Why it works
Risks and how to handle them
Evidence
The homepage shows BearQ agents finding an issue "not in your existing suite" in minutes, but trials start with a sales conversation. A self-serve scan lets buyers see that on their own app.
High impactHigh effort First result in 3 quarters BearQ Product Lead
First action
Estimate the ACU cost of a capped scan.
How to measure it
Scan-to-trial rate
Now
–
Target
15%
By
3 quarters
Steps
Cap cost
ACU limit per scan.
BearQ Product Lead 2 weeks
Build flow
URL in, findings out.
BearQ Product Lead 1 quarter
Abuse checks
Domain verification.
BearQ Product Lead 1 month
Results page
Findings and next step.
Web team 1 month
Route
Scans to SDRs.
Sales Development Representative ongoing
Measure
Trials and wins.
Director, GTM Finance monthly
First result
3 quarters
Cost
Compute and build costs
Owner
BearQ Product Lead
Smallest test
Run scans by hand for 20 target accounts.
Why it works
Risks and how to handle them
Evidence
SmartBear has a partner program with deal registration and a new CRO unifying channel strategy. Large AI programs at enterprises are run by integrators who need testing tools.
High impactHigh effort First result in 4 quarters Partner team
First action
Shortlist integrators already reselling SmartBear.
How to measure it
Partner pipeline
Now
–
Target
+50%
By
4 quarters
Steps
Shortlist
Three integrators.
Partner team 1 month
Package
Joint offer.
Product Marketing 1 month
Train
Partner consultants.
Partner team 1 quarter
Account plans
20 accounts.
Senior Major Account Executive 1 quarter
Co-market
Joint webinars.
Growth Marketing Manager quarterly
Measure
Registered deals.
Director, GTM Finance quarterly
First result
4 quarters
Cost
Partner enablement
Owner
Partner team
Smallest test
Run one joint account plan.
Build the prospect list. The list compiled from public sources, verified, deduplicated and delivered to your CRM. Usually live within days.
Book a working session
Why it works
Risks and how to handle them
Evidence

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

Real visitors pass Core Web Vitals on the homepage, but the mobile lab test shows a 10.2 s largest paint, driven by 2.0 MB of third-party code including 761 KB from Google Tag Manager. Visitors from paid ads on slower phones see something closer to the lab result.
Medium impactMedium effort First result in 1 quarter Web team
First action
List every tag in the container with its owner.
How to measure it
Paid landing conversion
Now
–
Target
+10%
By
2 quarters
Steps
Audit tags
Owner and use.
Marketing Operations 1 week
Remove
Unused tags.
Marketing Operations 1 week
Delay
Non-essential tags.
Web team 2 weeks
Lean template
Paid pages.
Web team 1 month
Test
Against current pages.
Growth Marketing Manager 1 month
Monitor
PageSpeed monthly.
Web team monthly
First result
1 quarter
Cost
Staff time
Owner
Web team
Smallest test
Remove three unused tags.
Why it works
Risks and how to handle them
Evidence
SmartBear runs an Academy. Testers like to show skills on LinkedIn, and every shared certificate reaches the tester's peers and managers.
Medium impactLow effort First result in 1 quarter Academy team
First action
Count completions in the last quarter.
How to measure it
Certificates shared on LinkedIn
Now
–
Target
500 a quarter
By
2 quarters
Steps
Add share button
LinkedIn certificate.
Academy team 2 weeks
Track links
Back to courses.
Marketing Operations 1 week
Directory
Certified experts.
Academy team 1 month
Invite to betas
Certified users.
BearQ Product Lead ongoing
Promote
In-product.
Academy team monthly
Measure
Shares and sign-ups.
Marketing Operations monthly
First result
1 quarter
Cost
Staff time
Owner
Academy team
Smallest test
Add the share button to one course.
Why it works
Risks and how to handle them
Evidence
SmartBear runs a large Community forum alongside documentation. Questions there show where users struggle and which comparisons they make.
Medium impactLow effort First result in 1 quarter Community team
First action
Export last quarter's most-viewed threads.
How to measure it
New guides from forum questions
Now
–
Target
10 a quarter
By
2 quarters
Steps
Export
Top threads.
Community team 1 week
Pick
Ten questions.
Content team 1 week
Write
Guides.
Content team 1 month
Link back
From threads.
Community team ongoing
Share gaps
With product marketing.
Community team monthly
Measure
Traffic and trials.
Marketing Operations monthly
First result
1 quarter
Cost
Writing time
Owner
Community team
Smallest test
Write one guide from the most-viewed thread.
Why it works
Risks and how to handle them
Evidence

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Have it built

Agency

1 of the 22 ideas are things Programmable builds and runs for its customers: pages, outreach, prospect lists, booking flows and monitors. Pick one, or send the whole list.

Prospect lists1The list compiled from public sources, verified, deduplicated and delivered to your CRM.

Tools for the rest

Talk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event

Digital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo

Other companies we have researched, each read from what they are hiring for.

See every playbook and website review

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

Days 1 to 307 ideas
Fix the sitemaps, build comparison pages, follow up webinar registrants, launch the benchmark assessment, decide the podcast and add the BearQ estimator; start the community content loop.
Days 31 to 6012 ideas
Package webinars, executive dinners, Zephyr cross-sell, open-source offers, one funnel view, the MCP front door, financial services proof, Reflect routing, YouTube and ABX plays; lighten paid landing pages and share Academy certificates.
Days 61 to 903 ideas
Commit to the quarterly quality index, the free BearQ scan and integrator co-selling.

SmartBear growth playbook

Diagnosis

Put the 452 blog posts back in front of search engines: the blog sitemap is empty and robots.txt points to a 404

Turn the "X vs SmartBear" blog posts into product comparison pages with a trial or demo next step

Call webinar registrants within one business day, opening with the session they chose

This week 6

How to run it: Put the 452 blog posts back in front of search engines: the blog sitemap is empty and robots.txt points to a 404

Steps

Why it works

Why it works

Ready to use

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Turn the "X vs SmartBear" blog posts into product comparison pages with a trial or demo next step

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Call webinar registrants within one business day, opening with the session they chose

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Turn the AI quality gap study into a self-assessment that compares each team with the 273 respondents

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Decide the podcast's future: the page still shows a January 2023 episode as the latest

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: An ACU estimator on the BearQ pricing page, so buyers see a number before they talk to sales

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

This quarter 10

How to run it: Make the 482 webinar recordings work as on-demand nurture by product and persona

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Executive quality dinners for named Fortune 1000 accounts, run with the major account team

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence

How to run it: Cross-sell from Zephyr in Jira to BearQ and Reflect, the products already working inside Jira

Steps

Why it works

Why it works

Risks and how to handle them

Risks and how to handle them

Evidence

Evidence