How the digital Leads at Kantox, DEXMA and Talent Clue nails digital marketing for startups
What do you get when you gather three marketing leads from some of Barcelona most progressive startups? Smarter, obviously.
But how did Kantox, Talent Clue and DEXMA manage to build a global audience, drive millions of clicks, and innovate digital marketing for their respective sectors (fintech, bio and HR/recruiting).
The best marketing tools
Let’s start with the easy stuff, the tools they use every week.
María Fernández Sedeño, Marketing Manager at DEXMA Tech is swearing to Hubspot:
Our main tool is Hubspot, but we don't user their webpage, for that we use Wordpress. For CRM we use Pipedrive and for social media we mostly use Hubstpot, but also Canva for images.
She adds that they use Drift for chatting with users.
Natalia Bandach, Head of Digital at Kantox explains that her list of tools that she uses would take too long to mention, but gives us her top choices:
I'm a automation geek, I use a LOT of tools, but the ones I use the most is Hubspot and Salesforce. Then we use Intercom for chat, Zapier for integrating everything without any code, and a new one I've used a lot lately is called Import.io, which is a web scraping tool that saves me hours of work.
In addition she mentions Similar Tech, which helps with prospecting of competitors.
Toni Gimeno Solans, Co-founder & CMO at Talent Clue and one of first to embrace inbound marketing in Spain also has a list of top tools for the most important tasks:
For landing pages we use Unbounce, because the Hubspot one isn't really good. Other tools are Intercom, Go-to-webinar and Go-to-meeting, Slack and obviously Hubspot.
Clear strategy, or not?
Some startups have a very clear marketing strategy from the start, but Solans from Talent Clue says that they don’t have a very specific strategy they follow at all times, it’s more looking back on what they’ve done already and try to improve it:
What we do think about when we're creating content, is how we're going to repurpose it. So we always start with an e-book, than write articles, webinars, infographics, make videos, etc.
It's all about having a way for people to convert, if you don't have anything for your users to download or subscribe to, you're only getting clicks, and that's not worth much.
Bandach from Kantox says she doesn't like too concrete strategies:
I don't believe in having a clear strategy. We're a startup so we A/B test a lot, we’re not afraid to try new things and learn from our mistakes. We have a very high standard when it comes to hiring, and we don't want to limit anyone's creativity with an old marketing plan.
Video is taking over
Just as in 2016, video will be trending in marketing all through 2017 as well.
All of the three marketing leads is activily experimenting with video to certain degree, but Talent Clue’s Solans says they use it a lot:
We're using video more and more, especially in combination with articles and posts. So now we're Youtuber's!
He adds that video converts really well, and Talent Clue is even encouriging their recruiters to make jobs postings in video form.
If you do a video job offer the applicants see you and get to know you a little, they also see the office and the people in it. Watching a movie is just more pleasant than reading through a long document. (Solans - CMO at Talent Clue)
Bandach from Kantox says that you have to think about the identity of your product before you go out making tons of videos:
We really love video, and we want to do more of it, but because our target customers are C-level executives we can't make half-good video content, it needs to be really good and professional. That takes both time and money, but I want to test it more going forward.
Also read:
Thanks to Scott Mackin and Mar Romero for organizing the panel at itnig
