Beyond the Square: Kevin Reinhardt on UNIQODE's Dynamic QR Evolution and Sales Strategy

UNIQODE's VP of Sales Kevin Reinhardt discusses dynamic QR code strategies, customer education, market segmentation, emerging industries, and key metrics driving digital connectivity success

Kevin Reinhardt, VP of Sales at UNIQODE, brings over a decade of experience in technology sales leadership with a track record of successful exits. Since joining UNIQODE in October 2023, he has been instrumental in the company's growth as a leading QR code platform connecting physical and digital experiences.

With expertise in B2B SaaS and revenue growth strategies, Kevin has implemented innovative AI-powered sales approaches and expanded UNIQODE's market presence across various industries, including healthcare following their HIPAA compliance achievement.

In this interview, he shares insights on QR code adoption, sales strategies, and the evolving digital connectivity landscape.

1. How has the shift from static to dynamic QR codes influenced sales strategies across your key verticals?

Dynamic QR codes have transformed sales from a one-time transaction to an ongoing relationship. Instead of just selling a "printed code," we're now selling adaptability, data, and optimization. This lets us position value around real-time campaign updates, analytics, and personalization, especially in verticals like retail, events, and marketing agencies that need agility.

2. What role does customer education play in accelerating adoption of enterprise QR code solutions, and how does your sales team approach it?

Customer education is essential - most enterprise buyers think they know QR codes, but they only understand the static version. Our sales team leads with consultative discovery and runs tailored demos or POCs to show how dynamic QR unlocks integrations (CRM, analytics, marketing platforms) and drives measurable ROI. This shortens sales cycles by shifting the conversation from price to value.

3. How do you balance targeting large enterprises versus SMEs, given the scalability of Uniqode's platform?

We balance by segmenting go-to-market motions. For SMEs, we lean on product-led growth (PLG), letting them self-serve with simple onboarding. For "enterprises", we run sales-assisted motions that focus on integration depth, security, and compliance. The platform scales both ways, but the buying journey and support model differ - so we tailor messaging, packaging, and sales engagement accordingly.

4. What emerging industries or use cases do you see driving the next wave of growth for QR code adoption?

Emerging areas include healthcare (for patient engagement), manufacturing (for smart labeling and supply chain traceability), GS1-compliant QR (for global retail and supply chain interoperability), and digital business cards (as part of enterprise HR systems). We're also seeing momentum in sustainability (product lifecycle transparency) and omnichannel retail where QR bridges offline-to-online customer journeys.

5. How has the evolving data privacy landscape (like GDPR and CCPA) impacted your clients' QR code marketing strategies and your sales conversations?

Privacy regulations have pushed clients to demand more transparent, compliant solutions. We proactively address this in sales by highlighting Uniqode's privacy-by-design approach: data minimization, consent management, and first-party analytics. Instead of treating privacy as a blocker, we position it as a competitive differentiator, especially when competing against low-cost, non-compliant tools.

6. What KPIs or metrics are most critical when evaluating the success of your sales initiatives in a SaaS-driven, QR-centric market?

Key metrics include: Logo acquisition by segment (SME vs. enterprise), expansion revenue (land-to-expand success), PQL-to-close rate (for PLG motions), sales cycle length (by deal size and vertical), customer activation and usage rates (post-sale), traffic, scan volume, code creation, and conversion rates (marketing funnel performance), and churn and NRR (net revenue retention). We're not just selling licenses but driving ongoing value, adoption, and measurable results.