Caryne Say
Marketing Manager, US SMB,
Symantec Hosted Services (New York)
Linkedin: http://www.linkedin.com/in/carynesay
What site(s) do you have to visit every day for marketing news?
http://www.btobonline.com/
http://www.marketingsherpa.com/
What site(s) do you go to at least once a day for fun and inspiration? http://hbr.harvardbusiness.org/
http://www.ted.com/
http://www.digg.com/
Greatest skill a good marketing professional requires?
Ideas and strategies are crucial but the ability to execute, or take a campaign from the cradle to the grave is often underestimated.
What’s the recent “it” marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and marketplace?
Social Media marketing. With more and more customers and prospects moving online, businesses are compelled to consider social media as part of their overall marketing strategy. However, while Social Media is all the rage and here to stay, the challenge remains: how does one establish a business case for it? what, if any, and how big of, a role does it play in the overall communication strategy; and more importantly, is it a function of PR, Marketing or a new department altogether? These are some of the issues I often come across whenever social media is discussed as a channel to drive awareness and leads.
There have been fads in the marketing world. In your opinion, what are recent developments that are here to stay?
The seemingly utopian one-to-one model of marketing, leveraging buyer personas and their various stages in the buy cycle, vs. one mass messaging is something we in B2B technology marketing strive for and will continue to do so for a long time.
What is essential NOT to do when it comes to your specialty?
I believe it is essential not to make any assumptions. With Marketing being such a team-centric function, there is no such thing as over-communication with Sales, Operations, within Marketing itself and any other stakeholders when running an end-to-end B2B lead generation campaign.
What’s an imminent hurdle in the marketing world that you think will cause significant changes to the way we market to consumers or businesses?
Once we are able to nail down marketing automation and response tracking in our execution, it makes it so much more relevant to tailor a series of messaging that is well thought out, succinct and precise that will take our prospects from ‘I’m merely researching’ to ‘I’m ready to purchase from you’. However, until we have these in place, we can only rely on assumptions, assumptions on where our audience may be in the buy cycle, how engaged they may be with us and what further information they may require to help them decide whether to invest in our products or services.
Can marketing ideas travel across continents, countries and languages? Does globalization work or is localization more effective?
In this increasingly borderless world, I believe it is essential to maintain consistency in branding, mission and vision across the global platform. However, tactics can be flexible and localizing these, the specific actions that one takes to achieve the strategy, vision or mission, has proven more effective than one blanket approach.
Best piece of advice you’ve received professionally or personally?
Always be curious
Growing up what was the first thing you can remember wanting to be?
A lawyer
To tweet or not to tweet? Fad or here to stay?
Fad.
What is a recent campaign/presentation (not from your own company but your field of marketing) that you admire?
Grasshopper’s Entrepreneurs Can Change The World campaign that is timely, inspiring and humane i.e. it tugs at the heartstrings. The youtube video is here: http://www.youtube.com/watch?v=T6MhAwQ64c0
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