Tracy Evans
Partner, Open Strategy Partners GmbH
Köln, Germany
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Tracy Evans is a Partner at Open Strategy Partners, where she uses her deep background in marketing and business to give organizations the strategic tools to communicate the value of what they do to the people who need to hear it. Tracy has an MBA from the Mannheim Business School and more than 12 years of strategic marketing, technology, and management experience, helping organizations connect their value propositions to their target audiences.
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Leadership at the intersection of business and open source
Four technology leaders discuss how we can take the best from the worlds of business and open source to run great organizations that make the world better. We’ll discuss the challenges and opportunities we’ve faced balancing the needs of our teams, companies, and projects. Avoid our mistakes, balance leadership, contribution, and success. Bring your questions about community-building, leadership, strategy, finances and metrics, investors, diversity, and recruiting.
Our panelists:
Stefanie Langner, is CxO and Co-Founder of website-monitoring SaaS products koality.io and Leankoala. In and around the web for a decade, her heart beats for bringing more women to the table in technology and business.
Lisa Tagliaferri is Director of Developer Education at Sourcegraph. She is the author of “How To Code in Python,” and maintains popular educational open source projects. She was previously a researcher in the digital humanities at the City University of New York, MIT, and Harvard.
Addison Berry has been CEO of Drupalize.me since 2015. She spent nine years with Lullabot as a developer, consultant, and trainer. In 2010 Addison was recognized as one of the Most Influential Women in Tech by Fast Company Magazine.
Facilitator: Tracy Evans is a Partner at Open Strategy Partners, has an MBA and more than 15 years of marketing, tech, and management experience. She gives organizations the strategic tools to communicate the value of what they do to the people who need to hear it.
Grow your Agency: A Content Model that Connects
Build trust, sell easier, help potential customers self-qualify (or disqualify) all before they ever contact you! Come to this session to learn an actionable, straightforward content for your website. Building trust first makes selling easier.
The “Agency House” is a six-part content architecture model for making your website your best sales tool. If you are a small agency or freelancer, your house can help you spend less of your precious time selling and more time delivering the work your clients love. Whatever the size of your company, if you want to shorten your sales cycles, building trust and long-term relationships, the Agency House is there for you, too!
In this session, we’ll show you what content you need and how to structure it to make a positive impact on your business:
- Improve Sales Flow: Back up any pitch or conversation with resources on your website. Help prospects self-qualify and be closer to closing when they get in touch.
- Improved Search Results: Google explicitly says content quality matters, and that they define quality content based on expertise, authority, and trust.
- Connect with Leads: People looking for an agency partner are looking to solve a challenge or a problem. Make sure your expert help is there for them when they come looking.
You’ll leave this session with a structure and methodology (and handouts and templates and checklists!) to help see your site in a new light.
Fostering collaboration: communication techniques for building a thriving team culture
Effective communication is crucial for building a productive and positive work environment. Whether your team is co-located or remote-first, creating a culture that fosters inclusivity, trust, and collaboration requires actionable, repeatable techniques.
In this session, we'll explore strategies that transform workplace communication, grounded in empathy, clarity, and trust—three pillars that drive organizational success. Drawing on real-world examples from Open Strategy Partners—how we've succeeded and learned from our failures—we'll demonstrate how these approaches help teams thrive by strengthening internal relationships, improving client interactions, and enhancing overall productivity.
You’ll learn how we've applied practical techniques like the “Positivity Pass,” proactive feedback, and non-violent communication to build a culture that encourages psychological safety and open dialogue. From fostering gratitude to handling conflict constructively, we'll show you how to implement these tools to support sustainable, long-term success.
Learning Objectives:
Implement communication techniques to foster inclusivity, trust, and collaboration in both remote and in-person teams.
Use empathy and clarity to create a psychologically safe space for your team, driving better interactions and outcomes.
Navigate communication challenges ethically and constructively, building a culture of trust and mutual respect.
Audience Experience: The “WHY” of Content Management
AX: Where strategy becomes narrative.
In this content strategy session, we talk about Audience Experience — the intersection of content strategy and content management — and how to enable your clients (or yourself!) to
- Create content strategy,
- Produce “good content,” and
- Get the most out of the technical framework you give them with Drupal.
Better content management and better content strategy both lead to better Audience Experiences. You’re the experts on making your CMS sing :-) … so let’s talk about purpose-driven content.
Content is at the center of the audience experience. No content, no experience, right?
Every website we build has a purpose: to communicate with our intended audience, offer them the chance to connect with us, and take an action we suggest. The better the experience, the more likely it is for us to find the people who want and appreciate what we have to offer.
If you accept this premise, all our decisions and efforts should be put through the lens of “How does this improve the Audience Experience?”
Takeaways + Questions Answered include
- Improve the Audience Experiences you deliver
- How do we define “good content”?
- How does a team achieve good content?
- How does your CMS/project support content strategy?
- Who is responsible for good experiences? (Divide and conquer!)
- How can you support your clients and teams in their mission to deliver good content?
- Yes, there will be handouts!
Win people over to your B2B tech offering with fact-based Trust Signals
Learn how to build trust with your skeptical B2B tech audience using fact-based Trust Signals. This session will guide you through defining, auditing, and optimizing your Trust Signals—like case studies, testimonials, and contributions—to effectively connect with your audience, foster credibility, and drive engagement.
Marketing strategies to attract contributors and build sustainable, vibrant open source communities
Struggling to grow your open source community? Unclear messaging, low engagement, and trust gaps can hinder adoption and contributions. In this session, learn actionable strategies from the “Contribution Marketing Canvas” to attract and retain contributors. Discover how to craft authentic communication, amplify community voices through storytelling, address common contribution barriers, and build trust signals that inspire engagement. Walk away with tools to position your project for diverse contributors and foster a thriving, sustainable community. Whether you’re a developer, manager, or leader, this session will help you turn your open source project into a collaborative, dynamic success.
Tracy Evans
Partner, Open Strategy Partners GmbH
Köln, Germany
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