As entrepreneurs, we’re storytellers for the manufacturers we symbolize. York IE’s Marketer Highlight collection focuses on the people crafting tales, orchestrating go-to-market methods and executing throughout all channels. They embody their model, laying the groundwork for scalability. Be part of us as we uncover the story behind the story with the highest entrepreneurs in SaaS.
Right here we speak to Kristen Stoneman, advertising director at Ark Expertise Consultants:
Everybody has a narrative. What’s yours?
My journey into advertising started within the leisure trade as an expert DJ, the place I honed my expertise in selling myself via social media and different advertising methods. Leveraging this expertise, I transitioned into the company world. At Ark, I deal with all points of our advertising efforts, from planning and internet hosting in-person and digital occasions to creating content material for social media, creating advertising campaigns, video modifying, and web site design. Moreover, I handle market growth funds from our companions and work carefully with our gross sales group to offer advertising help, fostering enterprise progress, and strengthening relationships.
What do you like about B2B advertising?
What I like most about B2B advertising is the distinctive problem and pleasure it brings. I get pleasure from crafting tailor-made methods that handle particular enterprise challenges and drive actual, measurable outcomes. The chance to interact with educated professionals, create impactful content material, and develop complete campaigns that contribute to our purchasers’ success is extremely fulfilling. Moreover, the dynamic nature of the trade retains me continuously studying and innovating, which I discover each stimulating and rewarding.
How do you derive your targets for advertising? How carefully are you tying with firm KPIs?
Deriving advertising targets within the tech world includes a strategic method that aligns with the general targets and key efficiency indicators of the corporate. You should first perceive the corporate targets and particular KPIs. I like to do that by collaborating with gross sales management first. One other manner I derive my targets is thru market analysis and competitor evaluation.
How do you attain your viewers?
We like to achieve our viewers largely via our LinkedIn web page. We do fairly a little bit of electronic mail advertising as properly. Most of our outreach is completed in individual by way of our gross sales reps who drive attendance to in-person and digital occasions. I’m behind the scenes creating the visible supplies to extend attendance as properly.
What’s the most important problem you’re going through immediately as a marketer, and the way are you overcoming it?
One of many greatest challenges I face as a marketer within the tech trade is staying forward in a quickly evolving panorama. With fixed developments in expertise, shifts in client conduct, and the ever-changing digital advertising ecosystem, it may be tough to maintain methods present and efficient. I overcome this by persevering with to study and adapt to the ever-changing surroundings, collaborating and networking, and inventive problem-solving. By embracing these methods, I can successfully navigate the complexities of the tech advertising panorama and drive significant outcomes.
