MarTech Interview with Aisha from Siemens

How has your organisation / team dealt with the challenge of the marketing industry and wider digital world evolving at such a fast pace?

We have increased our focus on ensuring we have the right skills within our organization. This include training for current staff as well as hiring new marketers who have the appropriate skills and experience in digital marketing & communications.

Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why?

Both. Awareness on a corporate level, including implementing strategies that enable us to own a specific topic in the market and build our branding. Engagement on a business level, based on the need for demand generation with our current and prospective customer base.

What is your key takeaway piece of advice that you would give when speaking to others on how to evaluate and select a MarTech stack?

Understand your organization’s goals first before defining your marketing objectives and selecting your MarTech stack.

How did your MarTech journey begin? Please let us know your top 3 findings and discoveries.

I built my first content management system from scratch in 1997. Some aspects of MarTech have

With the constant need to optimize costs, we realized that we needed to show the ROI of our marketing spend. The use of MarTech enabled us to better track the results of campaigns and marketing events, as well as greatly improving our team’s efficiencies.

For you and your team, which is currently recognised as the larger challenge - MarTech integration or MarTech strategy?

MarTech integration – being able to consolidate the findings and activities across the various tools which we use today. It has been an uphill task to unify all the data out of a single campaign.

READ THE FULL INTERVIEW AT: MarTech Thoughts

--- Aisha will be presenting at the MarTech Summit Singapore on Feb 20 & 21 ---