Aisha Chaudhry | Siemens

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How has your organisation / team dealt with the challenge of the marketing industry and wider digital world evolving at such a fast pace?

We have increased our focus on ensuring we have the right skills within our organization. This include training for current staff as well as hiring new marketers who have the appropriate skills and experience in digital marketing & communications.

Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why?

Both. Awareness on a corporate level, including implementing strategies that enable us to own a specific topic in the market and build our branding. Engagement on a business level, based on the need for demand generation with our current and prospective customer base.

What is your key takeaway piece of advice that you would give when speaking to others on how to evaluate and select a MarTech stack?

Understand your organization’s goals first before defining your marketing objectives and selecting your MarTech stack.

How did your MarTech journey begin? Please let us know your top 3 findings and discoveries.

With the constant need to optimize costs, we realized that we needed to show the ROI of our marketing spend. The use of MarTech enabled us to better track the results of campaigns and marketing events, as well as greatly improving our team’s efficiencies.

For you and your team, which is currently recognised as the larger challenge – MarTech integration or MarTech strategy?

MarTech integration – being able to consolidate the findings and activities across the various tools which we use today. It has been an uphill task to unify all the data out of a single campaign.

Have you mainly chosen to adopt established MarTech or have you also looked into the emerging opportunities? Which?

Both – but with an in-house team also building our own MarTech tools (e.g. for greater integration).

Which MarTech brands have you found have / are close to best meeting your expectations when it comes to customer experience? Let us know of any brands which have exceeded expectations.

Eloqua, Lumen5, AEM

What do you predict as being the top MarTech trends for MarTech in 2020?

The use of AI across various forms of marketing, not just for customer engagement but for content creation.

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