Meet Mavenoid – Q&A with Mavenoid’s Senior Field Marketing Manager, Hanna Garland-Berg

Hanna joined Mavenoid in October 2021 with the mission of setting up Mavenoid’s field marketing department, and a lot has happened since then. Read on to gain insights on why she joined Mavenoid, what it’s like owning our Field Marketing department, why our Product Support Summit is her favorite project so far, and what’s next on her side of the business.
What made you decide to work at Mavenoid?

I was excited by Mavenoid’s product as it’s solving a real problem, not just for the companies that are losing tremendous amounts of money each year due to inefficient troubleshooting processes and employee churn, but also for the customers on the receiving end of poor customer service. Besides that, I love how Mavenoid helps end users extend the lifespan of their devices, reducing waste and promoting sustainability. And as a Swede in New York, there was additional excitement around joining a Swedish company.

Can you take us through a regular workday in your role? What is exciting about your role?

At Mavenoid, I am constantly challenged with a diverse range of projects that involve everything from building brand awareness to lead generation and customer marketing. Each day presents a new and exciting opportunity to tackle something new. I might be coordinating logistics for a tradeshow or conceptualizing a networking event one day, and the next, I’m focused on strategy and planning. While the work at Mavenoid is varied, one thing remains constant — the need to balance creativity and strategy. I enjoy flexing both sides of my brain, crafting engaging experiences for prospects and customers while driving growth through strategic planning and forecasting. Ultimately, my role at Mavenoid allows me to think outside the box and come up with innovative ways to get our message out there. I feel fortunate to be a part of a team that values creativity, collaboration, and problem-solving, and I look forward to tackling new challenges every day.

How has the company evolved since you started?

Mavenoid has signed on some amazing customers and raised a series B, which has led to an evolution of the team. On the marketing side, the headcount has grown, and there has been an increase in the number of campaigns and events.

What has been your favorite project at Mavenoid?

One of my favorite projects has been to organize our Product Support Summit — a two-and-a-half-day in-person event for a group of fifty leaders in the hardware support space. The idea behind the summit was simple: hardware support is an industry with its own unique challenges, yet no community existed for professionals to come together to solve them. CX events and networks are often too broad to address customer support, and when they are, hardware support is rarely the focus. For us at Mavenoid, this presented a big opportunity to bring people together to network and share knowledge and insights.

Mavenoid Product Support Summit 2022 in Amsterdam

The summit took place in Amsterdam over the summer and included a packed agenda with panels and roundtable discussions on key topics in the hardware support space, such as AI and proactive care. For the welcome reception, we rented out an art museum and had a guided tour of the collections, followed by a seated dinner in the main gallery. The second evening, we chartered a large boat that sailed around the city of Amsterdam. This was a great way to break the ice and allowed our guests to meet and mingle under less formal circumstances while building lasting memories.

It was special to work on this project. I loved meeting our customers in person and getting to know them and their challenges better. I also really enjoyed the truly collaborative planning process. This event wouldn't have been possible without the hard work from each department at Mavenoid, from Marketing and Sales to Product and CS.

Attendees at the Product Support Summit on a yacht, enjoying the engaging social agenda
What is your biggest highlight at Mavenoid?

When I joined Mavenoid, the field marketing strategy was pretty bare-bones, and I feel proud to have built it out from scratch alongside our talented marketing team. We’ve gone from experimenting with a couple of events per quarter to a highly impactful event strategy. We’re currently producing 10–15 events and campaigns per quarter that touch every stage of the sales and marketing funnel. As we’re helping hardware companies automate their customer support, we’re dealing with a specific type of ideal customer profile at Mavenoid. It’s been challenging and exciting to figure out how to leverage events to reach and engage this group of people while maintaining efficiency. Our field marketing function has experienced lots of trial and error (and still does!), but we’re building a strategy that has proven successful by staying specific, relevant, and efficient.

So what is next for Field Marketing at Mavenoid?

We have several exciting field marketing initiatives coming up in the near future. Right now, I’m working on putting together a small event in Barcelona over the summer that will focus on industry trends and the future of hardware support. Besides that, I’m continuing to partner with the sales team to create engaging ABM campaigns for prospects and customers in consumer electronics, micro-mobility, and other relevant industries. We have a packed agenda through 2023 featuring trade shows, other sponsorships, networking events, and webinars. Additionally, I’m looking forward to collaborating with our partnership team to tap into new audiences and gain exposure in new markets via co-hosted events and other activities. A big theme for all of these different initiatives is experimentation — at Mavenoid, we’re always looking for new ways to do things, and Field Marketing is no exception. I’m excited for what the future holds!

Curious about joining a remote team that values ownership, problem-solving, and creativity? Check out our open roles