In the first season of the Vincit Talks vodcast, female leaders in the IT industry will talk about important topics affecting organizations. Listen in to get insights, inspiration, and tips for developing and renewing the IT industry.
We talked with Petra Sievinen, Chief Marketing and Communications Officer at Vincit, to find out what it takes to succeed in IT marketing.
When it comes to marketing, there’s often a feeling that all IT companies are pretty much the same. While that might have been true a few years ago, things have changed according to Petra. Gone are the days of focusing mainly on recruitment and promoting your company’s strengths as an employer. Now there is a need to differentiate, sell more, and understand the customer's business even more strongly than before.
The role of marketing in challenging times
It’s no secret that the current market situation is challenging – so what can marketing do to help an IT company in times like these? The answer is that marketing can build a strong brand and make it known, create a strong identity, and help your company stand out from competitors. This involves building visibility so that your company is top of mind.
This also means it’s important not to cut the marketing budget every time things get difficult. Marketing should work closely with sales to improve customer understanding. Companies need to know how customers behave, how they buy, why they buy, and when and in which channels they can be reached. This insight forms the basis of successful sales and marketing. And of course, marketing is also about creating targeted content that truly resonates with customers and generates demand.
The skills needed for today's IT marketing
For over ten years, there has been talk about digitalization and how customers are making purchasing decisions online. For marketing teams, this means that skill requirements are changing due to an expanding marketing landscape where new tools, channels, and systems appear all the time.
Attitude also matters. Curiosity and a growth mindset with the desire to always learn more are key. Right now, everyone is talking about artificial intelligence and how to use it in marketing. There’s a lot of potential with AI tools, but marketing has to learn how to get better at using them so that human thinking always comes through. In this uncertain time, one must also enjoy the journey and be ready to change their plans as situations change.
For more information reach out to Petra at petra.sievinen@vincit.com !
Watch the discussion below or tune in on Spotify! 🎙️
