Marketing and sales should think like one, says Patrick Ward, Vice President of Marketing at Rootstrap

Marketing strategies have evolved with changing digital expectations of consumers and we had the opportunity to explore some of the biggest shifts in the domain through an interview with Patrick Ward, Vice President of Marketing at Rootstrap. Read on to find out some of the best practices that marketers can adopt to gain a competitive edge in the market today.



Making your purpose behind your personalized marketing strategies clear will lead to your consumers having more trust in your company.

MEDIA 7: The COVID-19 pandemic has greatly accelerated the need for digital transformation affecting brands’ approach to customer experience. What are the different changes you have made in your marketing strategies to cater to the digital expectations of your consumers?
PATRICK WARD:
We started to focus more time on building stronger relationships with our clients, pushing ourselves to keep learning, be a little bit better at what we do with each passing day, and focusing on innovating. During the pandemic, we worked on content creation and brand recognition strategies. We’ve been gaining more traction by putting our name out there through podcasts, social media posts, and various publications.


M7: What, according to you, would be an ideal framework for marketing and sales teams to derive business success? What are the benchmarks of a successful marketing and sales strategy?
PW:
Marketing and sales misalignment costs companies billions of dollars a year. In order to achieve alignment between these two departments, they need to learn to think like one. It’s less a blame game and more about how can we collaborate to achieve the desired outcome (usually higher revenue). The distinction between marketing and sales responsibility is dead - they should be measured as one based on qualified pipeline and revenue acquired. The distinction only exists in terms of what each team does - I like to keep it simple. Marketing takes a prospect from being unaware to being aware of your company. Sales take the prospect from awareness to closed-won. This simple approach means that both teams work in unison towards a common goal that, when done right, leads to inevitable business success.

Read More:��Marketing is now more focused on revenue than it has ever been, says Sam O’Brien, CMO at Affise



Marketing is a constantly evolving industry, so it is important to be vigilant of both new and old strategies.



M7: Every marketer is chasing the golden combo of Personalization and Privacy. How do you strike a balance between the two?
PW:
Marketers should have intention with what they put out there. It is helpful to understand consumer interests as well as their patterns, but this also leads to wariness with the company. Understand why you need to collect certain data and be transparent behind your reasoning. Making your purpose behind your personalized marketing strategies clear will lead to your consumers having more trust in your company. 


M7: What are some of the best practices that you follow when creating a marketing campaign for Rootstrap?
PW:
We all have a clear understanding of who our target audience is and how our strategies result in leads and brand recognition. By knowing our different strategies and the predicted goal for them, we start getting a clearer picture of what we are good at and what we need to improve on with our marketing campaigns. It all starts with respect - no prospect needs to give you a minute of their time, you have to earn it. People only give you time to sell when they, "Know, like, and trust" you - driving those 3 aspects is the foundation of great marketing.

Read More: ABM perfectly complements sales and marketing strategies, says Tim Kopp, CEO at Terminus


Marketing and sales misalignment costs companies billions of dollars a year.



M7: What marketing strategies are you are looking forward to implementing in 2022?
PW:
This year, we are continuing to build up our podcast initiative as well as start making more video content. We are building up a portfolio of different podcasts our department heads have been featured on and started to create a plan to be more active on social media.


M7: If you had to share one piece of advice for young marketers navigating through the digital space, which would it be?
PW:
Be open and ready to learn. Marketing is a constantly evolving industry, so it is important to be vigilant of both new and old strategies. Don’t be afraid to ask questions and experiment with different game plans.

ABOUT ROOTSTRAP

Rootstrap is a custom software development agency that has built web and mobile apps for startups, publicly traded companies, and public figures. Their specialties include web development, mobile app development, IT staff augmentation, and emerging tech like AR/VR, artificial intelligence, blockchain and cryptocurrency, chatbots, and ML/deep learning.

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Rootstrap

Rootstrap is a custom software development agency that has built web and mobile apps for startups, publicly traded companies, and public figures. Their specialties include web development, mobile app development, IT staff augmentation, and emerging tech like AR/VR, artificial intelligence, blockchai...

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