Watching out for the spectrum of Personalization, by Lucy Literado Tsotsorina
Lucy Literado Tsotsorina, VP-marketing at Reply.io started with some interesting freelance gigs. She worked up her marketing career ladder from a junior copywriting position and wanted to become a full-time marketer. And this is when she joined Reply to lead their marketing. Trying a lot of new things and a lot of new fields brought her to worthy positions with great organizations.
Highlights you should not miss:
- Knowing customer sentiments and using them for better marketing
- Levers required to create a community around a brand
- Including personalization into your marketing strategy
- Content Strategy as a whole
What attracted you to marketing?
Lucy: It was interesting to see how marketing evolved from being a function of writing slogans to get the type of customers you want. So, it grew from being just art to something more predictable like being a science. Marketing is infinite and endless. I have been in this field for more than ten years and I am still learning. Over the last few years, it is good to see marketing evolve into being more transparent and honest where actually we reach out to people who are willing to explore a product.
Knowing customer sentiments and using them for better marketing
Lucy: There are many tools to draw insights about customer sentiments. Right from Google analytics to Hotjar where you can actually see where your customers are leading and where they have come from. But, despite all the tools, I think it is always more useful to talk to your customers. Recently, we had a series of customer development calls because we wanted to update our positioning and messaging with our buyer persona and there’s nothing as insightful as just human-to-human talk.
Levers required to create a community around a brand
Lucy: We are building a lot of educational content that helps our customers on how to interact better with their target audience. This is the customer success twist with content. We also do community building on Linkedin. And through our customer interactions, we realized that our customers want more sales coaching and training from us.