This week we’re interviewing Joe Koufman of AgencySparks. AgencySparks connects brands and marketing agencies by matching a brand’s unique marketing needs to an agency with those strengths – kind of like a matchmaker. Joe’s been in the marketing space for the past 20+ years, working for some of the largest agencies in the country, helping some of the largest brands in the world. He spends most of his time marketing to marketers: he’s on the Board of Directors for both Atlanta Interactive Marketing Association, and the American Marketing Association Atlanta. He’s also husband to Michelle, and father to twins Radley and Joss.
What are you most excited about in the current B2B marketing scene?
I am very excited about tools that allow us to watch users as they navigate our website. These tools allow us to make tweaks to the website based on what users actually DO rather than what they might say in a usability lab.
What do you see as your biggest marketing challenges?
Competing for attention in the email inbox is the biggest marketing challenge we are facing. Coming up with personalized messaging that will break through the clutter is the first challenge. The second challenge is getting prospects to take action once we have grabbed their attention.
What do you wish you had more of for your teams?
I wish we had more talented content creators – strategic thinkers who have the creative chops to execute their content vision.
What or who inspires you, and why?
I am inspired by my kids, who have boundless creativity. Most of us are artists or performers when we are children, and many of us fail to develop our creative skills into adulthood.
What is your greatest marketing achievement so far?
My biggest marketing achievement so far is creating and executing our Perfect Match campaign, which included video, social, email, direct mail, and an event. Check out the video (and the blooper reel).