“Who are your customers, how do you reach them, and what do they need to hear? That will drive your marketing message and where to put it.”
How do you prioritize multi-channel marketing efforts in VanillaSoft’s strategy to resonate with diverse audiences across digital and traditional channels?
I believe in the fundamentals — starting with the customer, knowing who we want to target and why, and understanding that market’s behaviors, wants, needs, and barriers. That helps us to understand where our customers are, where to reach them, and what to say to them. It’s easy to get trapped into a channel-first behavior, but ultimately working to the customer first – what they need to hear, when, and where – should ultimately be our goal and our practice.
What advice do you have for other leaders who are looking to drive growth for their brand?
Like we discussed at the top, focus on the fundamentals. Who are your customers, how do you reach them, and what do they need to hear? That will drive your marketing message and where to put it. Focus on your customers and how to have a high quality conversation with them – that is what we are paying sales reps to do, it’s what we need them to do. Automate the stuff that gets in the way of that.
I listened to a great podcast from a leading analyst who covers the sales software space as well as the AI space. Part of his message that I took away was this – there is a lot of flash and noise around AI (and technology in general) these days. Instead of focusing on the tool, instead of saying “OMG we need to use AI”, pay attention to the main drivers of your business and how AI or other technology can make that easier, can make that driver more efficient. We like to make it more efficient to get to a high value call with a high value lead. That can play out in a bunch of different ways for leaders, but to do so, you need to stay focused on the fundamentals of what is going on with your customers, and what you are trying to accomplish.
Read Complete Interview: https://martech360.com/marketing-automation/sales-enablement/martech360-interview-with-james-bishop-vice-president-of-marketing-at-vanillasoft/
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