Marketers of Technology
00:13:24 · Andres Figuera, Renee Calabro
[00:13:24] S1: Understood. Understood. And now shifting my perspective a bit more towards like the marketing technicalities per se. What are the metrics Renee that you pay attention to when you're trying out a new campaign or a strategy? So what do you like to look like to look at to know, to understand if you should reiterate something because it's going well, or if you should just leave it at that and try something new because it's not because it's not going as well as it could be? [00:13:51] S0: Yeah. So our paid agency is closely monitoring the performance of our campaigns on a weekly basis. We get reports every week, and we absolutely will adjust if something is not resonating. But the good news is that a lot of our advertising resonates very well. But we also look at other indicators like open rates and engagement on LinkedIn. But it's also important to look at how a deal is advancing in the pipeline. You know, is it our leads coming in? How are they doing? How quick is the sales cycle? So there's a lot of different metrics that we use.
00:13:51 · Renee Calabro, Andres Figuera
[00:13:51] S0: Yeah. So our paid agency is closely monitoring the performance of our campaigns on a weekly basis. We get reports every week, and we absolutely will adjust if something is not resonating. But the good news is that a lot of our advertising resonates very well. But we also look at other indicators like open rates and engagement on LinkedIn. But it's also important to look at how a deal is advancing in the pipeline. You know, is it our leads coming in? How are they doing? How quick is the sales cycle? So there's a lot of different metrics that we use. [00:14:27] S1: Understood. Understood. Yeah. No. Because I would imagine that you need to have that kind of alignment with the agency in order to really understand that what they're doing is working because some people might be selling smoke and saying, No, this is amazing. I'm just showing vanity metrics, but you need to know what to focus on in order to really specify and be able to, what's it called, to just repeat the strategies that are going well. And Renee, another question I do have is when it comes to the marketing that you do with TS Imagine, if it's a global company, do you have to adapt the campaigns that you run towards the culture or the region that you are marketing it to, or do you have, like a more one size fits all strategy?
00:14:27 · Andres Figuera, Renee Calabro
[00:14:27] S1: Understood. Understood. Yeah. No. Because I would imagine that you need to have that kind of alignment with the agency in order to really understand that what they're doing is working because some people might be selling smoke and saying, No, this is amazing. I'm just showing vanity metrics, but you need to know what to focus on in order to really specify and be able to, what's it called, to just repeat the strategies that are going well. And Renee, another question I do have is when it comes to the marketing that you do with TS Imagine, if it's a global company, do you have to adapt the campaigns that you run towards the culture or the region that you are marketing it to, or do you have, like a more one size fits all strategy? [00:15:10] S0: That's a good question. So the pain points tend to be universal in the sense that I'll take one of them, technology fragmentation. That's a universal pain point that we solve for by installing a platform. In a region like Asia, that's more problematic potentially than in a region like The US because of the variation of countries that you're going to be working with. So we'll take into account things like that where the pain point and the messaging is really the same, but the delivery changes depending on who we're speaking with.
00:15:10 · Renee Calabro, Andres Figuera
[00:15:10] S0: That's a good question. So the pain points tend to be universal in the sense that I'll take one of them, technology fragmentation. That's a universal pain point that we solve for by installing a platform. In a region like Asia, that's more problematic potentially than in a region like The US because of the variation of countries that you're going to be working with. So we'll take into account things like that where the pain point and the messaging is really the same, but the delivery changes depending on who we're speaking with. [00:15:48] S1: Okay. That. Yeah. Because like when you said that you're a global company, I'm like, Oh my goodness, how do they communicate the message of what they offer to everybody and have them understand, but in the way that it will resonate with them? Because it's very different to market a US campaign to somebody in The UK that might not understand it because the humor is different or vice versa, you know? But then, Renee, looking a bit more towards into the future, what would you like to say that you were able to accomplish at the end of twenty twenty six, for example? [00:16:19] S0: I think the most challenging part of standing up TSIQ was explaining it in a way that doesn't take away from the sophistication, but also simplifies the complex... The complexity into something that people can easily understand quickly. That's not an easy thing for anyone working with AI, let alone AI and finance at the same time.
00:16:19 · Renee Calabro, Andres Figuera
[00:16:19] S0: I think the most challenging part of standing up TSIQ was explaining it in a way that doesn't take away from the sophistication, but also simplifies the complex... The complexity into something that people can easily understand quickly. That's not an easy thing for anyone working with AI, let alone AI and finance at the same time. [00:16:43] S1: I I totally understand that. And it's also, I believe, the essence of what marketers need to do, because when you have a super complex product that you want it to be adopted by the masses or by the more mainstream audiences, then you need to be able to simmer it down a bit and have it be a lot more digestible to anybody who reads it. And I feel that's where the real magic of whoever is marketing, whatever product could be that is difficult to understand, that's where the magic is when you're able to explain it in this elegant fashion that isn't too technical, but also doesn't dumb it down too much. [00:17:21] S0: Exactly right. And I... And one of the best solutions we have for that is video. So what we used to maybe record ourselves just using a simple recording tool, you know, just showing how the product works, is not really enough to capture attention across the Internet. You need compelling sound. You need compelling visuals. You need a script that's gonna help people get it within fifteen seconds. And so one of the things that we did differently during our campaign was the shift from a homegrown demo video strategy to something far more polished and professional that would attract people online.
00:17:21 · Renee Calabro, Andres Figuera
[00:17:21] S0: Exactly right. And I... And one of the best solutions we have for that is video. So what we used to maybe record ourselves just using a simple recording tool, you know, just showing how the product works, is not really enough to capture attention across the Internet. You need compelling sound. You need compelling visuals. You need a script that's gonna help people get it within fifteen seconds. And so one of the things that we did differently during our campaign was the shift from a homegrown demo video strategy to something far more polished and professional that would attract people online. [00:17:56] S1: Ah, I love that. I love that. Okay. And well, I have one more question for you, Renee, since we're almost out of time here. But what I do want to know is that if you had to give one piece of advice to anybody who is in the financial AI sector, who's a marketer or maybe a head of marketing or CMO at a company, what would your number one piece of advice for them be? [00:18:21] S0: Well, I think it's marketing AI requires you to tear up parts of the traditional playbook. You have to respond to what the market needs, not just repeat what worked before.