Building Blocks: Curtis Peterson, Digital Marketing Manager at SmartFile Talks Marketing Tech. Are you happy with the buy-in for Marketing Technology that exists at SmartFile? I’m very pleased with our marketing investment at SmartFile. What marketing channels contribute to the prospect journey to becoming a lead? Our marketing technology solutions either need to help us acquire leads and trials, or answer those questions about the journey and help us improve it. For instance, we need to use our API to mark cloud trial application data into our marketing tools, like Hubspot. The best tools can only take you so far. Build your own stack or buy into a pre-built martech cloud - what team are you on? I say buy though because martech companies know the hurdles, something we’d have to discover through trial and error if we built it all ourselves. We have plenty of people who work in marketing that leverage a wide variety of great marketing tools but turn to us for secure file management.
1. Could you tell me a little about yourself and how you came to be the Digital Marketing Manager at SmartFile?
I started executing marketing tactics before I was a teenager. In fact, I’ve been attempting to do SEO since AltaVista was a search engine! At each career stop, I expanded my knowledge in a certain way, whether that was customer acquisition tactics, existing customer marketing, review acquisition or marketing analytics. Each time I focused on a few channels too, whether that was SEO, email, paid or social. When the opportunity at SmartFile opened up, I jumped at it.
At SmartFile, I strive to be a “T-shaped marketer”, someone with a wide breadth of skills who can understand a variety of business scenarios where I can help the team
Our team has primarily used content marketing tactics driven by in-house and strategic partnerships to become a thought leader in secure file management.
2. Are you happy with the buy-in for Marketing Technology that exists at SmartFile? Do you think the investments being made are adequate or could be more?
I’m very pleased with our marketing investment at SmartFile. Our CEO comes from a creative background, so he supports us where he can. For a company our size, we have all the tools to get the job done. If we start to identify a need, we growth hack it until we can prove out the ROI, and then we invest in a more robust tool once it’s proven.
3. What is the key problem you are attempting to solve with marketing technology implementation – could be 360 customer view, better customer experiences, crafting better journeys, full circle attribution?
We’re always trying to solve lead generation problems. How do we get more leads? What marketing channels contribute to the prospect journey to becoming a lead? So our marketing technology serves that purpose. What does the journey look like for a prospective customer? How did they first hear about us? What led to the first form or trial conversion? Then for the sales team, what does that journey look like from a sales qualified lead to a converted customer? How long does that process take? Our marketing technology solutions either need to help us acquire leads and trials,…
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