How to Scale Marketing with Cooltra Motos, Talkdesk, Worldsensing and TravelPerk
Ep.4 of ScaleUp Heroes | #Topic: Scaling Marketing
“We bring the best minds with the best real-life experiences when it comes to scaling up business. These are the heroes who took on the difficult odds and lived to tell the tale”
Host: Randy Cantrell
Moderator: Jordi Tomàs, CMO at Cooltra Motos
Panelist: Folia Grace, VP of Marketing at Talkdesk
Panelist: Jennifer Harth, Director of Marketing and Communications at Worldsensing
Panelist: Gideon Pridor, VP of Marketing at TravelPerk
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Key Question 1
How do you manage your marketing team and how are they position in each of your companies respectively?
Marketing and sales work closely together at TravelPerk. Marketing is divided into two main parts which are growth functions and content management. The marketing department runs independently and is kept separate from the sales department. Most of what we do is related to online campaigns and content marketing. Our marketing teams are structured towards brand awareness in making a bigger name for ourselves.
At Worldsensing, we are structured differently. Marketing is more of a strategic function in which we focus on building a strong corporate brand in different countries. We work through a network of partners and have focus in digital marketing as well.
Talkdesk has different divisions inside the marketing department internationally. There’s functions focused on content, sales enablement, messaging and search engine optimization (SEO). We invested a lot in inbound and content generation to bring people to our website. We prefer to pitch to people in person and backing up our pitch with digital marketing.
Key Question 2
How do you implement digital marketing strategies in your business-to-business (B2B) company?
One of our main digital focuses is investing more in content creation to attain a higher organic search activity from B2B buyers. We avoid doing SEO and Adwords because of the high cost due the amount of competitors present. Different social media platforms may bring different advantages to certain companies. Our company focuses on Linkedin as it performs well for us and the platform makes it easy to target specific tittles.
We use a lot of events to meet potential partners or end customers for a face-to-face discussion. We try to backup that strategy with things that would peak their interests such as upfront content creation and recapping previous experiences.
Our strategy is being involved with events but being mainly focused in the digital aspect of our marketing. We a social media platform that works for us which is Facebook. We also produce a large amount of content and activity around social media. We try to target potential users before they even come looking for us.
What is your first step to get engagement?
Our platform and business model is different from other companies because it is free. Being that our services are free is the first step in getting engagement from users of our platform.
Key Question 3
Do you have a specified team to develop you inbound marketing or mainly depend on external agencies?
Our internal team develops our inbound marketing. We have 12 personnel on the marketing team core and we have a web design team in Portugal comprised of 10 people.
Content creation is the biggest pinpoint for any marketer out there. It’s hard to educate external agencies to the point where they will constantly produce content without the need for internal interventions. We are currently dependent on both external and internal teams for content creation but we will progress towards being fully independent of external teams in the future.
Our company is bias towards in-sourcing. Our marketing team doubled in people within a year. I agree with the previous comment about B2B being bias towards internal marketing content creation due to the required accuracy of the message being delivered.
Key Question 4
How do you boost the creativity of your respected teams in making content?
In our case, we give our people freedom in discussing with one another in the company. We discover people who are talented in marketing and give them the opportunity for them to do what they want in terms of marketing.
At Worldsensing, we are metrics driven due to the amount of ideas being contributed. We make sure the ideas are feasible before we push forward for an implementation. We really love the idea of giving people the freedom to express their ideas in contribution towards the company’s success.
I agree with both of you. We arrange brainstorming sessions to bring people together from other departments in order for them to think on ideas together. We’ve also taken input from customers for ideas.
We give the staff freedom on brainstorming ideas and we’ll prioritize ideas that are cost free to be tested and select the ideas that bring the best results.
In marketing, how can we be very detailed specific to avoid problems of misinformation?
For small companies, you need to lean on each other in checking details. Even for larger companies, each content component needs to be consistent and checked before it is used.
I’ve learn that the details of a content makes a large impact on the results. I have a team specified on checking the details of content produced by my company.
Key Question 5
How does your company culture impact the freedom generating ideas?
In our company, we are working in the same environment and our culture is always shared in the team. We have shops in different cities and we give the shop managers the freedom of directing their own shops’ creatively to get customers outside of the existing company marketing setup.
We’ve been growing very quickly over the past year. We run selected ideas though sales and our customers to make sure we’re making the right move. I branded the new office in a way that it brings the brand to life and people are surrounded by it. The people at the office will be reminded of the company culture through the branding that has been done all over the office.
Our company culture has an aspect of being a trial and error procedure. In this we have been pushing the boundaries of what’s possible and gambling on new strategies. We can only find out what works best if we test it.
The company culture is very strong and it goes across departments. We try to keep the company hierarchy as flat as possible but it will change with the increasing size of the company. We hire people who are compatible with our culture and we also do a cultural review for every person in the company to make sure everyone stays in line with the culture.
Key Question 6
How complicated is marketing in different countries for your company?
We are a Spanish company but we’re focusing on English for now. We focus on building inbound marketing for English as a priority and then translate it to other languages afterwards. We try to do as good as we can in providing multilingual content and progress in quality form there.
Our company started in Portugal but we do most of our marketing in English. We’re mainly focus on English to reach a point where we can have enough revenue to start investing in multilingual content creation. We will also need to account for language specific staff if we decided to establish ourselves in a region where English is not the main language.
At TravelPerk, we started with English when setting up the company in Europe. Now, due to the growth of the company, we are dividing our customer support and sales team into different region to further help back up our company marketing in their respected regions. Our future progression with marketing will depend on which region we will be able to penetrate.
Cooltra is in 3 countries, we create all content the main languages those 3 countries use but we also create content in English as well. We use Adwords to create ads in the specific language of the customers for our marketing too. We have to translate and optimize the ads every time it is changed.
For more information on TravelPerk and their business nature, visit: https://www.travelperk.com/