How Keren Pakes Harnessed the Power of Storytelling to Elevate Her Marketing Skills

"Digital marketing is a realm where creativity meets data, where stories come to life, and where brands have the power to inspire," says Keren Pakes, a seasoned marketer whose unorthodox journey from an award-winning BBC news journalist to a marketing leader has become my source of inspiration as I continue throughout my own marketing career. With a deep understanding of the art of storytelling, Keren has paved her way to success in not one, but two professions. In an exclusive interview on my podcast, Keren shared her insights on embracing failure, navigating career transitions, and leveraging unique skills to make an impact as a marketing leader.

A Winding Road

Keren's journey began in the high-intensity field of journalism, where she honed valuable skills in storytelling, pitching new ideas, and being fast. Her experience as a news journalist, covering wars, political crises, and natural disasters, shaped her ability to tell captivating stories that engage audiences. "Journalism taught me the essence of a good story, and how to connect with people at an emotional level," reflects Keren.

As she transitioned into marketing, she discovered that these principles carried over seamlessly into the world of B2B marketing, particularly in the technology industry. She found that her ability to present complex information in an easily digestible manner through storytelling was an asset that made her stand out as a marketer. Her background in journalism also provided her with a unique perspective on how to create compelling narratives that resonated with audiences and effectively conveyed a brand's message.

Keren now serves as a marketing leader at Bright Data, the world's #1 web data platform, which specializes in turning websites into structured data. The company offers award-winning proxy networks, powerful web scrapers, and ready-to-use datasets for download. Keren's role at Bright Data allows her to leverage her skills in storytelling and data analysis to drive innovative messaging within the company. By marrying her expertise in crafting narratives with her understanding of data, Keren is able to develop impactful marketing strategies that elevate the company's brand and drive growth. Instead of leveraging a “bag of tricks”, she focuses on how the brand’s messaging can be easily digestible so that leads know they’re making the right decision before purchasing a product from Bright Data.

As a marketing leader, Keren emphasizes the importance of agility in the ever-changing landscape of digital marketing. "The marketing world is a rapidly shifting landscape, and as marketers, we must always be willing to pivot, adapt, and experiment," says Keren, whose flexible and open-minded approach has been key to her success. She stresses the need for marketers to stay informed about the latest industry trends and be willing to make changes based on data and insights.

Embracing Failure

"Failure is just data, and data is knowledge," Keren explains, firmly believing that failure is an essential part of the learning process that every marketer will encounter. By adopting this mindset, she encourages marketers to view failure not as a setback, but as an opportunity to gain valuable insights and improve their strategies. Keren's willingness to learn from failure and iterate on her strategies has been instrumental in her ability to stay ahead of her competition.

Drawing from her experience as a journalist, Keren emphasized the power of storytelling in creating emotional connections with audiences and driving meaningful engagement. "Storytelling is a marketer's superpower. It's how we bring our brand to life, create experiences that resonate with our audience, and ultimately, drive change," Keren said. She explains that storytelling is not just about crafting a narrative, but also about understanding the audience's needs, desires, and motivations, and tailoring the message to resonate with them.

Keren further elaborates on the importance of authenticity in storytelling. In a world saturated with marketing messages, she believes that audiences are more likely to connect with brands that present genuine and authentic stories. This approach helps build trust and foster a sense of connection between the brand and its audience. When I heard her explain this, I was immediately reminded of why personal brands (as an example) have become an effective “campaign-type” in B2B marketing. If several experts in your organization are creating and sharing content on behalf of the brand, it creates a halo effect—where consumers of the content begin to trust the team over time.

People trust people. And it’s easy to trust a person who’s telling you stories and they’re vulnerable as well as insightful.

Navigating Career Transitions

Keren's diverse career journey offers a valuable example for those looking to transition into the marketing field. "Every [person] brings something special to the table," Keren noted. "It's about recognizing your strengths and using them to make a difference in a competitive landscape." She encourages individuals to assess their own unique skill set and identify how those skills can be effectively applied in the marketing industry.

For those making a career shift, Keren suggests seeking opportunities to learn and grow within the marketing field. This could involve taking courses, attending workshops, or seeking mentorship from experienced professionals. By actively investing in personal development, individuals can acquire the necessary skills and knowledge to thrive in their new marketing roles. Keren also advises individuals to embrace networking and connect with others in the industry, as this can lead to valuable opportunities and support during the transition.

Keren's story serves as an inspiration for aspiring marketers, illustrating the dynamic nature of digital marketing, where creativity, understanding of audiences, and agility are fundamental to achieving success. Her journey demonstrates that career transitions, while challenging, can be immensely rewarding and provide unique perspectives that enhance one's capabilities as a marketer.

Mastering the World of Digital Marketing—It’s A Journey!

Keren's success in the world of digital marketing is a testament to the power of adaptability and the willingness to embrace new challenges. Her experiences demonstrate the importance of continuous learning, staying ahead of industry trends, and taking calculated risks to achieve growth. "Digital marketing is a journey of discovery, where we constantly learn, adapt, and innovate," said Keren. "It's about embracing change, taking risks, and believing in your ability to forge your own path."?

Whether you are just starting your journey into digital marketing or are an experienced professional looking to elevate your career, Keren Pakes's insights serve as a valuable guide for mastering the world of digital marketing. "The key to success in digital marketing is to stay curious, be open to new ideas, and never stop learning," Keren advised (and a big Amen to that).

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