Welcome Liana Hakobyan, Head of Marketing at PA Team Software Consulting LTD, as she shares her insights on Marketing, AI, and Team Motivation as part of the MarTech Thoughts series.

How do you describe your job to a 5-year-old?

I help people use computers to do their work faster and better. Imagine you have a toy that can help you clean up your room quickly and put everything in the right place. I find and use unique toys for businesses to make their work more accessible and fun.

What is the one marketing platform/app/solution you can’t live without? Why?

One marketing platform I can’t live without is HubSpot. It’s an all-in-one marketing, sales, and service platform that helps manage customer relationships, track marketing campaigns, and analyse data. This allows us to have a comprehensive view of our marketing efforts and make data-driven decisions effectively.

How do you see the skillsets needed for the marketing profession changing?

That’s a great question! Marketing is changing, and the skillsets needed are evolving along with it. There are a few key areas where we’re seeing the biggest shifts.

First off, data-driven decision-making is becoming a must-have. Gone are the days when you could rely on gut feelings alone. Now, it’s all about understanding data, whether analysing consumer behaviour, running A/B tests, or interpreting analytics to make informed decisions. Marketers who can take raw data and turn it into a strategy will be in high demand.

Then there’s AI and automation. These technologies are becoming more integrated into our everyday work. Whether using AI for personalized marketing or automating repetitive tasks, knowing how to leverage these tools is becoming essential. It’s not just about using them; it’s about understanding how they can make our work more efficient and impactful.

And, of course, we can’t forget about technical skills. As digital marketing continues to grow, so does the need for marketers who understand the technical side of things. Whether it’s SEO, web development, or even knowing your way around marketing automation platforms, having a solid grasp of the tech behind the scenes is more critical than ever.

In a nutshell, I see the future of marketing as a blend of creativity, data smarts, and tech know-how. The marketers who can master this mix will thrive.

How do you keep your team motivated to get the best out of them during challenging economic times with additional external pressure?

Keeping a team motivated during tough times is definitely challenging, but it’s also when strong leadership really matters. For me, it’s all about staying connected and being transparent. I make sure to keep open lines of communication so everyone knows what’s going on, and I’m honest about the challenges we’re facing. This helps build trust and shows that we’re all in it together.

I also focus on setting clear, achievable goals. It’s important that the team feels like they’re making progress, even if the big picture is uncertain. Celebrating small wins can go a long way in keeping morale up. It’s also crucial to remind everyone of the bigger purpose behind what we’re doing—why our work matters and how it contributes to the company’s success.

Lastly, I try to make sure the team feels supported. Whether that’s through offering flexibility, providing the tools they need, or just being there to listen, I want them to know they’re not alone. When people feel supported and valued, they’re more likely to stay engaged and give their best, even when the going gets tough.

So, in short, it’s about communication, setting clear goals, celebrating progress, and ensuring everyone feels supported. That’s how I keep my team motivated, no matter what external pressures we face.

Please share with us one of the best campaigns you have seen recently or your all-time favourite campaign, and tell us why.

One campaign that really stood out to me recently was Dove’s use of AI in their advertising. Dove has always been known for their commitment to real beauty and challenging traditional beauty standards, but they took it a step further with AI.

In this campaign, Dove used AI to analyse and challenge the unrealistic beauty ideals that are so often perpetuated in advertising. They trained the AI to detect when images had been excessively retouched and then highlighted these manipulations to raise awareness about how beauty standards are distorted.

What I loved about this campaign is that it didn’t just rely on AI for the sake of using new technology—it used AI to make a powerful statement. It stayed true to Dove’s brand values while leveraging technology in a way that felt fresh and impactful. The campaign not only resonated with audiences but also sparked essential conversations about authenticity and self-esteem, which aligns perfectly with Dove’s mission.

For anyone interested in learning more, Dove has shared the details of this campaign on their website at Keep Beauty Real. It’s a great example of how technology like AI can be used creatively and purposefully in marketing, not just to capture attention but to drive meaningful change. That blend of innovation and purpose is what made it one of my favourites.

What’s the best advice someone has ever given you?

The best advice I’ve ever received is always to stay curious and never stop learning.

Are there any questions you’d like to ask to other MarTech enthusiasts?

Absolutely! I’m always curious to ask other MarTech enthusiasts: How are you balancing the use of AI and automation with the need for authentic, human-centred marketing? We’re in an era where AI can do so much, from personalizing content to optimizing campaigns, but I think it’s crucial to ensure that we don’t lose the human touch that makes marketing resonate on a deeper level.

Another question I’d love to hear perspectives on is: What emerging MarTech tools or trends are you most excited about, and how do you see them shaping the future of marketing? With so many new technologies coming onto the scene, it’s always fascinating to see what others are experimenting with and where they think the industry is headed.

These discussions often spark new ideas and approaches, which are essential for staying ahead in this fast-paced field.

A big thank you to Liana Hakobyan, Head of Marketing at PA Team Software Consulting LTD, as she shares her insights on Marketing, AI, and Team Motivation. If you want to connect with Jesper, feel free to reach out via LinkedIn!

See more MarTech Thoughts interview pieces here!

Last updated: August 2024