Lessons learned from 18 years of marketing at Widen
Nearly 20 years of experience in marketing and sales roles at the same company may teach you some lessons. Here are four.
In 2004, I walked into Widen’s headquarters in Madison, Wisconsin as a college intern, new to the rapidly evolving field of marketing technology (martech) but eager to learn. . 2004 was right in the middle of the SaaS boom, the rise of social media, and the launch of the iPhone, so the technology ecosystem was changing and the world was feeling it.
From day one, it was easy to understand the exponential value of this emerging industry and how Widen’s digital asset management (DAM) solutions fit together. like people.
Beyond Coffee to Martech
On my first day at the company, I spoke with Matthew Gonnering, then Vice President of Sales and Marketing, later CEO of Widen, and now General Manager of Acquia. He explained that Wieden is no ordinary organization. It’s an established technology company, a family-run business, and this isn’t your typical internship.
“You can go somewhere else and make a cup of coffee, or you can come here and make a big difference,” says Gonnering.
I’ve immersed myself in the marketing technology space, taken on challenges, and dabbled in nearly every aspect of marketing. This lit a fire within me that will never burn out. After a firm handshake, I unknowingly made one of the best decisions of my life as I walked out that door.Since then, Matthew has been my boss and mentor for his 18 years. and a friend.
Today, Widen is trusted by over 800 companies and 1 million users worldwide. In 2021, the company was acquired by his Acquia. Acquia is a digital experience company that helps thousands of the world’s most ambitious brands create powerful customer experiences. As Widen’s Vice President of Marketing and Sales, I’ve learned many lessons over the years.
Here are some that stuck with me:
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Think of marketing as a bridge
As a child, I was always fascinated by the idea of building bridges. I thought I had no choice but to become a civil engineer, but later I realized that I could be a different type of bridge builder. I am able to build bridges through marketing — connecting world-class brands with their target audiences, creating value and building relationships. indicates that there is
It does more than just provide tools and means for managing files and metadata. We help the world’s best communicators connect with their audiences in ways that weren’t possible 20 years ago. A marketer’s goal should be outward-looking — to help other organizations thrive. Not only does this help you feel connected beyond the job description, but it also helps with work-life balance and provides a mindset that can make you feel more integrated and fulfilled.
Ensure alignment of critical Martech stacks
Marketing and technology are constantly changing. As a marketing leader, we must embrace change by embracing change. We found that the most successful marketing teams were those that not only invested in new technology, but aligned themselves with the Martech Anchor platform. In other words, they not only embrace innovation, they have built an integrated ecosystem of CRM, CDP, CMS, DAM, etc., with a shared understanding of the systems they cannot live without.
Digital transformation has introduced new technologies, but executives must find the right balance between focus and experimentation. Experimenting with new technologies can equip you to pivot, solve problems, and stay competitive in times of disruption. But it’s important not to lose sight of the three to five essential tools that an employee relies on every day. As leaders, we must strike this balance for them and ensure they are properly coached and trained in all technology functions and functions.
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Living in the Spirit of Subscriber Rules
There is nothing more thrilling than marketing martech to the best marketers in the world. But “with great power comes great responsibility”. As marketers, it’s our job to maintain this. We have a responsibility to know and understand our audiences and customers, not just personas, and break the “time habit” in marketing.
For example, buying and blowing up bulk lists for lead generation. This has no effect. You need to take the time to understand your audience’s needs on a personal level. This is the case when listening on social media, making connections, and networking at events and summits. I learned that by connecting on a human level, we can build a foundation for becoming customers, fans, advocates, challengers, feedback providers, and colleagues.
If you are ready to embrace this line of thinking, there are three elements you must follow. First, make sure you are serving individuals and personalizing your messages. Then, respect subscriber preferences such as message frequency, channel, and type of content. Third, ensure that every communication brings value. Your company thrives when you are a strategic partner and an asset to your audience.
nothing bigger than a brand
After all, a brand is a tie that you tie. Fancy collaboration tools, expanded marketing budgets, and new product features are ruined when brand reputations are shaky and there is disagreement with your audience.
The customer experience is the brand and the brand is the customer experience.
That’s why there is nothing more rewarding than building a career at a company where you are deeply passionate about your mission and have built long-lasting relationships with customers and colleagues. I have had the pleasure of watching Widen and her DAM industry grow. I feel like I’m just getting started, especially now that we’re part of his Acquia family.
Remember a few things. Celebrate every win by stopping to smell the roses, ring the gongs, or play Eye of the Tiger when the big deal hits. Feeling fulfilled at work is always important. That’s why I’m celebrating nearly 20 years in marketing technology at Widen.
