Episode 119: Marketing Communication in the IT Space with Alexis Chiagouris of Ensono
Alexis Chiagouris, director of global marketing communications and brand at Ensono, shares insights in marketing specific to the IT space. As the IT industry has grown, so has the saturation of providers in the space. Creating brand awareness through a marketing communications plan is essential to success.
Chiagouris talks about her take on content strategy. She disagrees with the approach to gate content in exchange for gathering people’s information or forcing them to opt-in. She sees so many different ways to get this information. Having a meaningful message will attract potential customers.
Chiagouris also thinks that having thought leaders, case studies, and customer testimonials are huge in terms of building brand awareness. Marketers need to work with sales reps or account managers to leverage their relationship with the customer and get testimonials. Clashing with sales over control is pointless because both sides have the same goal, which is to increase revenue.
Wearing her futurist hat, she thinks the basics will still prevail as far as MarCom is concerned. Videos and podcasts are effective, especially with people constantly crunched for time. She thinks they can be done effectively even without spending a lot on a full production. Focusing on the message and the brand in the medium is what matters.
Leaders looking to expand their sales through brand awareness in the digital space will find this discussion educational and helpful.
LinkedIn - https://www.linkedin.com/in/alexischiagouris/
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