Welcome Nadia Osoianu, Field Marketing Manager EMEA from Clarivate, sharing her insights and experiences on MarTech Skillsets, Customer Engagement and Data-Driven Marketing, as part of the MarTech Thoughts series.

What is your industry? And how would you explain your job to a 5-year-old?

Clarivate provides insights and analytics services. The company offers subscription-based services related to scientific and academic research, life sciences, patent research and intelligence, industry codes and standards, trademark research and protection.

We pair human expertise with enriched data, insights, analytics, and workflow solutions – transformative intelligence you can trust to spark new ideas and fuel your greatest breakthroughs. When you partner with us, we give you confidence and clarity to navigate the complex and reach your full potential.

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

Marketing automation as it fuels the infrastructure of our campaigns, audience segmentation and data. I also think for B2B, LinkedIn is a very valuable solution that gathers a multitude of professional audiences and offers the possibility to advertise and promote content in an organic and paid way.

How much of your marketing is data-driven?

All of it, ROI is very important to everything we do, and does not always mean quantitative results, can be qualitative.

How do you track customer behaviour change?

Use of Heatmaps, Google Analytics Behaviour Analysis.

What challenges do you see in processing data coming from different sources?

It will always be a challenge, it can be sorted through normalisation or choosing providers that offer wider platforms integration.

With more consumers being conscious of their data being shared, how do you overcome the growing concern?

Clear communication on how we utilize data and proprietary information, and their possibility to withdraw consent at any time.

How to use the data while creating a seamless physical and digital customer experience?

Data sources, effective integrations and open feedback environment.

What are some of the significant changes to your customer outreach and retention strategies?

Owned executive events, roundtables, focus groups for customer outreach and retention strategy. They uncover the possibility to engage, spread awareness and build long-lasting relationships.

How do you monitor the effectiveness of your audience segmentation?

Clearly within the campaign performance, often data needs updating and cleaned manually. Often empty values or outdated information reflects in high bounce rate, or low CTR, an indication that something needs to be fixed or cleaned.

What tasks in marketing are good to automate and what tasks still need a human touch?

Email nurture, lead flows.

Content editing and events participation needs the human touch.

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

In a competitive environment, B2B, as much as B2C, needs innovative thinking and direction, which is difficult to automate. Redundant tasks, which are repetitive in nature, can be surely automated, and even content can be so much more easily created with today’s tools, however the strategic part still requires strong expertise, background knowledge, initiative, and risk taking.

How do you keep your team motivated to get the best out of them?

Get them to work on variety of projects that can expand their skills, target and rewards culture (recognition, progression, bonuses) also are a way to motivate the team.

Which MarTech solution will you invest in if you’re an angel investor?

Social media channels and their capability to advertise. Removing slowly the need to use marketing automation, and rather leverage the platform itself. Data Transparency, accuracy tools is also worth investment.

How do you keep abreast of all the latest MarTech out there?

Actively attend conferences on MarTech and B2B marketing.

What would your company use AI the most for?

Build AI Bots to drive customer engagement.

What is the best use of technology you have seen during this time of crisis?

AI, chatbots, triage centres (call centers…).

What are the key challenges in implementing Chatbots?

I guess the simplification and audience segmentation and designing the engagement chats.

What will be the next evolution in MarTech?

Stronger AI use for use-case based marketing, experiential marketing.

What are the best social listening tools and strategies?

Hootsuite, Sprout Social, extensive capability and been around for some time.

How do you connect, engage and build a persistent relationship with your customers?

It’s a continuum and links back to nature of relationship from start to finish, the key is to keep it to good standards despite many social factors, changes and individuals involved.

How important is segmentation to your personalisation strategy?

Key components are clarity of information conveyed and timing. Audience readiness is another.

How would you use a million pounds?

Spread mainly across pipeline generation, effective use of social media advertising, and ultimately ABM.

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

Take the emotions out of the frustration.

A big thank you to Nadia Osoianu for sharing her experience and insights!

If you want to connect with Nadia after reading her MarTech Thoughts, please reach out to her via her LinkedIn Profile!

See more MarTech Thoughts interview posts here: https://themartechsummit.com/category/martech-thoughts/

Last updated: Aug 2023