MARKET VIEW 07

Kelly Allen

CHIEF MARKETING OFFICER

Our salespeople are listening to our customers all the time, we have a very fluid relationship with them which allows marketing to capture this feedback.

How important is it to position your salespeople as thought leaders and how does marketing help?

It is extremely important. You want to show that your salespeople know what they are talking about which will establish trust and credibility. Almost every piece of content that we create has been inspired or came predominantly from customers and their pain points. Our salespeople are listening to our customers all the time, we have a very fluid relationship with them which allows marketing to capture this feedback. With this information we are able to create really rich, useful content which sales can use to engage customers in any medium they prefer, whether that's a video piece, an eBook, or a podcast.

Yes, social media is a huge element of our process; reading and sharing original engaging content, making sure that the salespeople are behind the messages and that they are using the content to build and engage their audiences.

KELLY ALLEN

Chief Marketing Officer CORE TO CLOUD

What role do personal brands and social media play in your sales process?

Having a personal brand in selling is incredibly important, and we can see the influence strong personal brands have on sales performance. To align with this we believe that salespeople should have their own content that aligns with them as thought leaders and allows them to build their own audience. Having them play a role in thought leadership and content creation as well as sharing this content on social is instrumental to this. For us, as a company, there's a fine line between how much is oversharing and not sharing enough so it is really important to ensure the content that is shared is impactful and high quality rather than shared for the sake of sharing. Yes, social media is a huge element of our process; reading and sharing original engaging content, making sure that the salespeople are behind the messages and that they are using the content to build and engage their audiences. Also, we have some incredible ambassadors that create content as well as share our content for us. It’s a digital version of “word of mouth'' and you can't really control it, but once that goes out and people start talking about you, it's an incredible mechanism. So, social media is a huge part of our strategy - LinkedIn, Twitter and Facebook are the strategic ones for us; whether we go on TikTok and Instagram, is still up for debate.

Core to Cloud provides consultancy and technical support for the planning and implementation of sustainable cyber security strategies. They embrace innovation, future-proofing your IT foundations for secure and sustainable digital business. They’re passionate about educating both clients and external businesses on the importance of understanding their cybersecurity vulnerabilities and the consequences of poor cyberhealth maintenance. Across their webinars, human behaviour training and social media – they seek to inform a wide audience about threat avoidance and diligent use of software.

Up next: Market View 08

Jay Rabheru, Tata Consulting Services

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