CINXE.COM

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class="c-approach-hero__content"> <h1 class="c-approach-hero__title u-display-1 animate-hero-title animate-no-scroller">Straight Talk on Marketing Growth</h1> <p class="c-approach-hero__text animate-lines animate-no-scroller c-into-author-smda"> <span class="elsp-sptr u-mx-20p"> <img src="/wp-content/themes/twentynineteen/img/Ellipse-icn.png" alt="" > </span> <span ><strong>25th October 2022</strong></span> <span class="elsp-sptr u-mx-20p"> <img src="/wp-content/themes/twentynineteen/img/Ellipse-icn.png" alt="" > </span> <span> <a href="mailto:?subject=Verdict: Straight Talk on Marketing Growth&body=https://www.globaldatamarketingsolutions.com/content-hub/interviews/straight-talk-on-marketing-growth/"> <svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="envelope" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512" class="svg-inline--fa fa-envelope fa-w-16 fa-2x"> <path fill="currentColor" d="M502.3 190.8c3.9-3.1 9.7-.2 9.7 4.7V400c0 26.5-21.5 48-48 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We asked Kathy about strategies, pain points and solutions that have proven pivotal in marketing. Here’s what she had to say.</p> <h2 class="wp-block-heading" id="what-advice-would-you-give-to-marketers">What advice would you give to marketers?</h2> <h3 class="wp-block-heading" id="spend-time-with-sales">Spend time with sales.</h3> <p>First and foremost, spend time with the sales team. There’s obviously a lot to learn from other marketers both in the company across the team and externally, but it’s essential to spend time with the sales, and be open to critique.</p> <p>It can be hard to take appraisal because so much effort goes into a campaign or an asset, but it helps to put aside the emotional connection to the campaign and to look at it objectively.</p> <h3 class="wp-block-heading" id="talk-about-business-growth-first">Talk about business growth first.</h3> <p>Marketers are there to achieve an outcome. What I find is, often in the rest of the company marketers can sometimes focus on the tactical activity, including the execution of what it’s going to look and feel like, and how it’s going to work.</p> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <p><strong><em>“Little things like putting the objective first will engage stakeholders, whereas when you begin with assets and timelines, you lose your audience.”</em></strong></p> </blockquote> <p>Your stakeholders want to know up front, what is a campaign aiming to achieve and how are you going to measure its success? Little things like putting the objective first will engage stakeholders, whereas when you begin with assets and timelines, you lose your audience.</p> <h3 class="wp-block-heading" id="solve-problems-don-t-just-talk-products">Solve problems, don’t just talk products.</h3> <p>Hire people who can help you best understand your audience. This includes detailed research into customer pain points. Then put together a plan that helps solve problems with the technology. This is a constant struggle in the tech sector.</p> <p>It sounds simple but solving pain points can be overshadowed by talking mostly about the product. Understanding what a customer is most worried about will tell you how to articulate the value they’re going to receive. If you prioritise talking about features, then you risk either sounding the same as everyone else or losing your audience to people who are not technical.</p> <h3 class="wp-block-heading" id="understand-the-martech">Understand the martech.</h3> <p>There are a lot of tools out there and it’s important to test them with pilots and trials before launching them across the entire company. I think you can develop a really strong internal capability if the commitment is there.</p> <p>At a bare minimum you really want one person who understands how to help the marketing team utilise the martech stack. Reason being, if you’re trying to have your team navigate and learn the martech on their own, you’re wasting precious time that they could be spending developing the campaigns.  </p> <p>You can’t cut your way into growth, you have to invest in it, but it’s tough to make that case if you don’t have the right analytics, or you have a team that doesn’t know how to use the tools effectively.</p> </p> </div> </div> </section> </main>   <footer class="c-footer" id="footer"> <div class="container"> <div class="row"> <div class="c-footer__col-content col-md-6"> <div class="c-footer__content"> <div class="row align-items-center"> <div class="col-xl-6"> <img src="/img/Primary_Wrapped_Reversed.png" alt="VMS logo" class="c-footer__logo" /> <address class="c-footer__contact"> <div class="row"> <div class="col-6 col-md-12"> <h4 class="c-footer__contact-title d-md-none">GlobalData</h4> <h5 class="c-footer__contact-location">London</h5> <h6 class="c-footer__contact-office">Head Office</h6> </div> <div class="col-6 col-md-12"> <p class="c-footer__contact-address"> John Carpenter House <br /> 7 Carmelite Street <br /> London <br /> EC4Y 0BS </p> <p class="c-footer__contact-phone d-none d-md-block">Tel: <a href="tel:+442079366400">+44 207 936 6400</a></p> </div> </div> </address> <div class="c-footer__tel-map d-md-none"> <a href="tel:+442079366400" class="c-footer__tel-map-link"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512" class="svg-mobile-phone" aria-hidden="true"><path d="M272 0H48C21.5 0 0 21.5 0 48v416c0 26.5 21.5 48 48 48h224c26.5 0 48-21.5 48-48V48c0-26.5-21.5-48-48-48zm-64 452c0 6.6-5.4 12-12 12h-72c-6.6 0-12-5.4-12-12v-8c0-6.6 5.4-12 12-12h72c6.6 0 12 5.4 12 12v8zm64-80c0 6.6-5.4 12-12 12H60c-6.6 0-12-5.4-12-12V60c0-6.6 5.4-12 12-12h200c6.6 0 12 5.4 12 12v312z"></path></svg> <span class="c-footer__tel-map-text">+44 207 936 6400</span> </a> <a href="tel:+442079366400" class="c-footer__tel-map-link"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 384 512" class="svg-map-marker" aria-hidden="true"><path d="M172.268 501.67C26.97 291.031 0 269.413 0 192 0 85.961 85.961 0 192 0s192 85.961 192 192c0 77.413-26.97 99.031-172.268 309.67-9.535 13.774-29.93 13.773-39.464 0zM192 272c44.183 0 80-35.817 80-80s-35.817-80-80-80-80 35.817-80 80 35.817 80 80 80z"></path></svg> <span class="c-footer__tel-map-text">Map view</span> </a> </div> </div> <div class="col-xl-6"></div> </div> </div> </div> <div class="c-footer__col-map col-md-6"> <div class="c-footer__map"></div> </div> </div> </div> </footer> </div> <aside class="c-request-demo"> <button type="button" class="c-request-demo__close-button c-button c-button--secondary c-button--outline" aria-label="Close"> <span class="c-button__ripple" aria-hidden="true"></span> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 320 512" class="svg-close" aria-hidden="true"><path d="M207.6 256l107.72-107.72c6.23-6.23 6.23-16.34 0-22.58l-25.03-25.03c-6.23-6.23-16.34-6.23-22.58 0L160 208.4 52.28 100.68c-6.23-6.23-16.34-6.23-22.58 0L4.68 125.7c-6.23 6.23-6.23 16.34 0 22.58L112.4 256 4.68 363.72c-6.23 6.23-6.23 16.34 0 22.58l25.03 25.03c6.23 6.23 16.34 6.23 22.58 0L160 303.6l107.72 107.72c6.23 6.23 16.34 6.23 22.58 0l25.03-25.03c6.23-6.23 6.23-16.34 0-22.58L207.6 256z" /></svg> </button> <div class="container"> <img src="/img/Primary_Wrapped.png" alt="GlobalData Marketing Solutions logo" class="c-request-demo__logo lazyload" /> <h2 class="c-request-demo__title u-h1" style="margin-bottom: 1rem !important;">Find Out More</h2> <p style="font-size: 1rem;">If you’re interested in finding out how GlobalData Marketing Solutions can help grow your business, reach out to the team below.</p> <p style="font-size: 1rem; 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