April 13, 2024


Immortalizing Ideas

MarTech Job interview with Stefanie Nastou, VP of Advertising at TeamViewer

Kindly short us about on your own and your position as the Vice President of Marketing at TeamViewer.

I started out out on the agency facet of the organization before I moved to the client side and have been a marketing govt for massive B2B and B2C application businesses that consist of Oracle, OpenText and Amdocs. I have built and managed teams that include business enterprise enhancement, brand, general public relations, electronic marketing and industry marketing. I am passionate about marketing and advertising and how it’s evolved above the yrs as a direct earnings motor that has morphed additional into a sales operate because 80% of the shopping for final decision is designed on the web just before any individual even speaks to a product sales rep. This is why working together with the profits workforce is vital to providing benefits.

I joined TeamViewer about a calendar year in the past to aid develop a demand technology motor throughout multiple buyer segments that involves SMB and Enterprise. TeamViewer is the market leader for distant connectivity application, with 625,000 subscribers, set up in 2.5 billion equipment close to the entire world and our solutions are decreasing carbon emissions globally. Moreover, TeamViewer is driving electronic transformation with augmented truth methods that assistance digitalize workflows and produce productiveness and performance with the world’s frontline workforce.

As a seasoned govt in the B2B software place, what are the crucial alternatives you have noticed for gals in management roles? How have these chances progressed in excess of the several years?

The internet marketing perform has normally incorporated a substantial percentage of females, the big difference now is that there is improved representation of females and a increasing worth of gender variety in management positions. A lot of corporations today are actively looking for out ladies for management positions and featuring management development courses specifically tailor-made to females. These plans present mentorship and management ability setting up to support boost a women’s option for a leadership situation. There is also a incredibly significant press currently to assure gender variety on enterprise boards, in actuality practically each individual Fortune 5000 company has a KPI that represents a gender range share that they are goaled on.

Gals have been a lot more empowered and are trailblazing progress but there are nonetheless troubles with the leadership situation ratios that still closely swayed toward males. I’m happy to say that TeamViewer has a quite solid range and inclusion method, but we need to continue to drive change and continually promote and assistance gender range plans to suggestion the scales with equivalent illustration at the final decision-building table.

How has know-how, notably in the realm of advertising and marketing technological know-how, transformed the way firms collaborate proficiently as they mature and scale their functions?

The Martech stack has become a pivotal ingredient in marketing functions to help gas growth. There are a few components that have reworked marketing:

  • Centralized facts management – This incorporates your customer relationship management (CRM) procedure and your written content administration technique (CMS). These units are crucial to comprehension your consumers, their preferences, and behaviors, engagement and this centralized strategy delivers a single resource of info that can be accessed by a variety of departments across the business outdoors of marketing. For example client retention, shopper help, finance and many others.
  • Knowledge pushed choices with centralized analytics – Data is the core component of a internet marketing technique. You will need to have an analytics platform that will give insights on marketing campaign general performance, purchaser behaviors, industry trending, channel and written content performance, and this facts desires to be accessed in actual-time so that you pivot when needed to accelerate development.
  • Advertising Automation – The advertising and marketing stack should really be diligently curated to include things like the resources you need to aid automate and manage the channels that are vital for progress, for case in point, electronic mail marketing and advertising, social media scheduling and assessment, influencer marketing and advertising, content administration and distribution, direct nurturing, party administration. There are a amount of main instruments to pick out from but the stack ought to be diligently curated so each and every resource enhances the other.

Work/lifestyle balance is an crucial thought for lots of industry experts. How is technological know-how serving to providers offer you a larger work/everyday living stability to their workforce?

The write-up-covid earth has supplied us a great deal additional overall flexibility for hybrid or distant do the job. I have remained a entirely distant personnel considering the fact that post-pandemic and most of my staff are distant as effectively. In my feeling, you are additional successful doing work remotely, in actuality I have observed persons burn out speedily if boundaries are not set up, like halting for lunch or not doing the job in the evening.
Applying platforms like Teams, Zoom, Slack offers you the versatility to have virtual face to experience conferences with users of your group at anytime from wherever so you are generally connected. This delivers an agile ecosystem to get points finished rapidly. Also, with distant IT support software program these types of as TeamViewer Tensor, an IT concern or update can be fixed in minutes, so there is no need to have to carry your laptop computer into the office for IT when they can conduct all these jobs remotely from any where on any unit. On top of that, hybrid and distant function is supporting to minimize our carbon footprint.

As a lady in the technologies sector, what insights can you share about the unique problems and alternatives you have encountered all through your occupation? How can companies foster a much more inclusive atmosphere and guidance the success of females in technology?

When I first began out there had been really couple of girls in the technologies field, but in excess of the several years it is evolved to consist of far more women in senior positions, and a great deal a lot more girls in VP amount positions. However, even now when I glance all around the senior leadership groups and boards, I however see a larger sized ratio of male to feminine and we have to identify this and keep on to generate transform. I have been quite fortuitous to have experienced incredible mentors that have aided me make my management competencies, and self-assurance so that I often advocated for myself.

Females are not good at self-marketing so their operate requires to be recognized and rewarded a lot more frequently. There are more variety guide plans at organizations nowadays, as effectively as leadership plans that are especially catered to feminine executives with mentorship. It is significant to continue on to boost these programs so that we can push alter with much more management variety. My tips to any woman government who is suffering from worries, or thinks they are not staying addressed equitably is to talk up and make your voice listened to. This is the only way to drive modify and pave the way for the future era of woman executives that will need help cracking the glass ceiling.

Taking into consideration your practical experience top global teams at several program firms, what are some effective internet marketing tactics or martech equipment that have proven prosperous in driving growth and accomplishing small business aims?

There are a amount of marketing approaches that need to be considered, but I would say the leading 4 are:

  • Plainly determine your shopper persona and buyer segments – Have an understanding of your shopper, what are their key ache factors, where do they do investigation, who are the key social media influencers for this phase, and comprehend the nearby nuances given that it will be various in every single state.
  • Establish a content material technique that will resonate with your customers – Build information that will resonate with your crucial persona segments and begin with enterprise price. You have to have to communicate that you have an understanding of their problems and display them the price your technologies can deliver and showcase nearby consumer models that have executed your resolution.
  • Electronic advertising system – Tailor your electronic strategies to your particular marketplaces and create an Web optimization approach that will work in each community sector. Each and every location has various influencers so it is important to comprehend who they are and make sure your social media group is operating intently with them to amplify your message. Paid promoting varies extensively place to place so it’s vital to fully grasp the channels that are correct for your persona and leverage them.
  • Be knowledge driven – Use the information to gasoline and validate your advertising and marketing strategy. Testing is critical to get to the proper outcome, so make this a very best observe on your crew and use the info to have an understanding of what prospects are engaging with, what could possibly be functioning in one region should really be replicated in a different, you can use the knowledge to replicate success globally.

With the speedy advancement of technological innovation, info privacy, and security have grow to be paramount concerns. How does TeamViewer tackle these issues and make sure the safety of purchaser info though presenting remote connectivity methods?

TeamViewer Tensor is our Organization grade connectivity system for remote IT help and administration of gadgets. Tensor has secured the maximum protection certifications to assistance mitigate cyber security challenges. Some of the capabilities of the product or service contain:

  • Conditional Entry – Delivers methods in your organization entry based mostly on particular situations these as person qualifications locale, and unit.
  • Gadget safety and User Administration – Get full handle around who has access to unique products. Use exclusive permissions and licenses, and assign options procedures to groups, folks and units.
  • One Sign-on (SSO) – Conserve time and work by enabling users to obtain remote connectivity by an SSO discover company.
  • Enterprises can monitor a rising fleet of units on a close to authentic-time foundation with active alerts.

In your function as the Vice President of Advertising, what are the important marketing developments or innovations you foresee shaping the martech landscape in the near potential?

  • Artificial Intelligence – AI is modifying the way marketers workand marketers will have to have to find out how to leverage the know-how to get far better insights on purchaser behaviors and styles and utilize this in their go-to-sector tactics. This agility will let them to review shopper engagements in actual-time and pivot the solution dependent on the results.
  • Much more investment decision in analytics -Info is the lifestyle blood of effective internet marketing. Entrepreneurs will use predictive analytics to have an understanding of customer behaviors and be proactive somewhat than reactive when they are engaging with their target audiences.
  • Personalization – Is utilized now but has grow to be considerably far more of a necessity for B2B consumers that are hunting for corporations to understand their unique small business requirements and difficulties and are not looking for a a single dimension suits all. Employing a system that can deliver customized products messaging, social, and e-mail with dynamic information is crucial to driving better engagement and high-quality guide technology.
  • Virtual & Augmented Reality – TeamViewer technological innovation provides augmented fact answers to frontline staff which will help digitalize workflows to enhance over-all productivity and efficiency. For marketing and advertising it’s the exact same: organizations are making use of augmented truth to remodel the shopper encounter, giving them the electric power to encounter a fashion runway present as if they are sitting down in the front row, or a digital wander by way of of a new residence they are about to buy. Retail marketers are main the way with the use of augmented truth with a lot of other industries to follow.

TeamViewer serves a global consumer base. How do you approach marketing strategies and adapt them to cater to diverse markets and cultural nuances throughout distinctive locations?

It is critical to have a localization strategy. Localization requires tailoring the message and written content to resonate with the cultural and behavioral choices of the focus on viewers phase you are hoping to arrive at in each current market. For instance, the tales you tell about how consumers are using the technology really should be a brand name that is nicely regarded in that state so that the customer recognizes the brand name. The brand resourceful ought to also speak to the men and women in any specified state. So, if you are functioning an ad marketing campaign in Asia, the shades, messaging, pics should charm to that customer phase or demographic in that place. You remain real to your model, but the messaging and content speaks to the area local community.

Lastly, what assistance would you give to aspiring entrepreneurs and persons looking to excel in the technological innovation market, especially in management roles?

I get this problem a great deal, and I often say be correct to you, follow your gut and force the envelope even when all people all around you is expressing it won’t perform. Marketing and advertising is about demo and mistake and large results are crafted on getting pitfalls and studying from your errors. Also, discover a good mentor, and question them to be your mentor. They will be capable to guideline you and present aim comments and it aids to bounce strategies off them.