Editor’s Note: This post is a part of our Amazing Moments of B2B Marketing Inspiration series. Join us each week for new stories of marketing success, as well as Q&A with marketing leaders.
This week’s Five Questions features one of Atlanta’s best tech successes, Devon Wijesinghe, CEO of Insightpool. Insightpool was founded in 2012 by Devon and Adam Wexler, and has spent much of its time in Atlanta Tech Village, a large startup and business incubator. His biggest motivation has always been the team he’s put together. Insightpool is a social insight and optimization platform that helps organizations to identify relevant influencers and turn them into their advocates. In addition to being one of the great startup success leaders out there in the B2B space, he’s also known for being a charming, well-dressed guy. Enjoy his questions, and learn from his answers!
What are you most excited about in the current B2B marketing scene?
I am most excited by the fact that the industry is catching up to the fact that you have to “Market through people….and not to people”. What I mean by that is for so long B2B marketing was always only about a simple one to one correlation of leads and that’s it. They would send tons of e-mails and see if anyone filled out a form. Then came marketing automation and they saw people were on their site and boom, they would pounce on them. Now the world has changed you can’t just rely on hardcore tactics. People binge on content way before they ever decide to talk to you, they talk to your current customers, they read social feedback etc. So areas like influencer marketing, account based marketing, and content optimization are really exciting as I see us finally adopting the fact that “People love to buy…but hate to be sold.” Exciting times are ahead.
What do you see as your biggest marketing challenges?
Currently our biggest challenges are having enough people that really truly know how to use all the tools that are available, and not only use them but can translate that to any value proposition…period. I have actually hired people that have worked at companies that sold marketing automation software or CRM, but they themselves don’t know how to really optimize it well enough. They have to bring in consultants, then they need data cleansers, and the process starts all over every few quarters, so having just a few highly trained people that know how to not only use marketing tools, but extract insights from them is really key for us right now.
What do you wish you had more of for your teams?
I wish there was a more interconnected software that could truly understand all of the different handoff points that exist and could actually map the entirety of the customer journey. Not just what they clicked on and what they want, but where else did they go? What else did they do? A full map like that is difficult to build, but imperative!
What or who inspires you, and why?
There’s a large list of people like that. But it’s people that have been on their very last leg and have pulled off a great comeback. Reggie Bradford, in Atlanta, did it multiple times where he was on the verge of extinction and not only survived – but thrived. Getting lucky is great, but people that have gone to hell and back are the true inspirations.
What is your greatest marketing achievement so far?
I’ve got something in store for you … hold tight! 🙂
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