Building Blocks: Andrea Moe, Senior Director of Marketing at Videa Talks Marketing Tech
1. Could you tell me a little about yourself and how you came to be the Senior Director of Marketing at Videa?
I started my career in B2B software after traveling Europe for 2 years — and then eventually relocated from southern California to Atlanta, GA where I studied marketing at Mercer University.
Taking a very data-driven, pragmatic approach to marketing is as much of a creative art as it is a science
and I believe it’s that strong, grounded business focus on ROI that has proven successful for me over the years.
In all of my previous roles, I had responsibility for both product management and marketing disciplines in the enterprise and start-up spaces. I really wanted to work for a start-up and focus solely on marketing. Videa was the perfect fit — revolutionary technology in an industry I’ve known as a consumer and a marketing professional.
2. Are you happy with the buy-in for Marketing Technology that exists at Videa? Do you think the investments being made are adequate or could be more?
Small businesses and start-up marketers in general have to be technology savvy. Doing more with less and leveraging tech that supports the overall marketing effort is common. My team is very fortunate to have the strong support and strategic vision of our senior leadership team, who understand the value of data-backed marketing. The Videa product just launched in September this year, so given where we are in the product lifecycle, the investment is in line with our marketing plans.
Our value and investment position is unique in that we are backed by Cox, who has a stronghold in the market with Cox Media and CoxReps, so it’s less about traditional lead generation and website conversion optimization. This affords us the ability to leverage marketing technology for which we might otherwise not have the funds.
3. What is the key problem you are attempting to solve with marketing technology implementation — could be 360 customer view, better customer experiences, crafting better journeys, full circle attribution?
It depends on the technology and tactics that support our strategy. For example,
- Marketing automation and CRM — These “baseline” tools help marketing and the broader Videa leadership team understand what’s working and what’s not. It’s about ensuring we have the buying journey and post-sale experience mapped effectively to our communications and touch points, and then enabling the sales team to have the information they need about customers and prospects at their fingertips.
- Content marketing platforms — Creating interactive, unique and engaging two-way experiences and content. We want to build connections that create a conversation versus simply pushing content to an audience with very limited mindshare, and then just hoping that campaigns will be effective. Hope is not a strategy.
- And then there are some table stakes that support the marketing infrastructure — website and video analytics, search engine optimization (SEO), social media etc. We are always evaluating and looking to make sure those tools are effectively working for us.
We have a small, agile team, so we are always looking to complement the expertise we have in-house with technology that helps us move faster
4. What are some of the challenges your team faces from a technology & integration perspective?
We cannot be experts in everything so we leverage a handful of contracted resources for PR, content, website development etc.
Like most marketers, we’re bombarded with the latest new and shiny tools, evolving industry trends and a strong competitor landscape. There are always new marketing technologies and tools and it can take time to evaluate the best fit as well as critically assess effectiveness
Our partners help us sift through the myriad of solutions that are available to marketers today.
Integration is a requirement in some cases. Any new technology we bring on board needs to work with our marketing automation solution, but when we look for specialized solutions that serve a niche need, not all technology has to necessarily need to work together.
5. What is your take on the massive explosion of MarTech companies across so many categories? Do you feel spoilt for choice or is it just more of a chore to evaluate additional options?
The boom in MarTech companies has made it more difficult to navigate the number of solutions. Just staying aware of the latest technology can be tough, when you have the usual day-to-day items to execute on. I find that my personal network of marketers, local and national marketing associations, and media outlets is instrumental to keeping current. Attending a handful of marketing conferences every year helps keep us current too.It’s interesting because as I help our customers understand and navigate the AdTech space, I realize that my MarTech challenges are quite similar. Agencies and TV stations are looking to enable ongoing execution and optimization of the right message to the right person at the right time. This is at the core of our marketing goals at Videa as well.
6. What is the one area of investment you’d like to make in the immediate future from a marketing tech perspective?
We are about to implement SnapApp to create marketing apps which improve engagement in a way that’s more dynamic and creative than just another landing page or gated content download.
7. Build your own stack or buy into a pre-built martech cloud — what team are you on?
Every industry is different and within each industry companies are diverse. If I were to put myself in a camp, I would go with building your own stack. Especially in smaller, growing marketing teams, learning and effectively launching new technology takes an investment.
It’s easy to get mired in what’s “cool and new,” but that can be a slippery ROI slope if you move too quickly to too many solutions
When you build your own stack, you usually have a little more control.
8. Could you share for our readers, an infographic, list or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
Here’s a general list of what we use:
- Pardot and Salesforce — Integrated marketing automation and CRM
- Skyword — Digital content provider and content marketing software
- Google Analytics — Web Analytics & Marketing Measurement
- SnapApp — Interactive content
Other tools that we rely on daily include: WordPress, Canva, Dropbox, Hootsuite, Snagit, Microsoft Office and Google Docs
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