With over 16 years in tech marketing, Koby has had proven success in managing P&L, people, agencies, marketing programmes and product strategy at International and Pan European (EMEA) level. With extensive experience in the market including working at Microsoft, Kyocera, Fotango and Konica, Koby has brought operational expertise and industry knowledge to achieve great results at Kaseya in just 18 months as demonstrated in his development and implementation of effective marketing, as well as product and business strategies.
What are you working on right now?
What aren’t we working on right now! I was just recently promoted to EMEA Marketing Director from being the UK Marketing Director and one of my major goals right now is to make sure all our regional EMEA markets are funneling their marketing efforts to generate demand by stepping up our digital campaigns and lead nurturing. By using a combination of our digital media and CRM systems to their full potential, we intend to nurture any interest in our solutions into ready leads for our sales team. Also, as a head of EMEA marketing I want to give appropriate guidance for the country so that they’re maximizing budgets, but at the same time giving them the capacity to innovate within their country dynamics. It’s a very fine line to walk.
What do you think the biggest pain points in the IT Systems Management Software space is, and how is Kaseya conquering those challenges?
The scope of that question is huge as there are a number of industry shifts happening within the marketplace right now—one of the most topical is the Bring Your Own Device (BYOD) debate. Monitoring and managing mobile devices across the corporate network is a complicated and disparate process for IT teams. Add employees’ personal, external devices—from iPhones to tablets—to the equation and the configuration and administration time required reaches new levels of complexity.
While all-encompassing software platforms have been dismissed as too generic in the past, continued advances have put their technical capabilities on par with more specialist solutions. Enterprises are gradually recognising the benefits a full suite of tools affords when it comes to visualising and managing the entire IT estate—including those external devices sprawling across the network—via a single user interface in seconds.
Once equipped with a comprehensive IT management solution, technicians have the means to enforce policies, create ‘corporate profiles’ on personal devices, and automate a vast number of otherwise repetitive tasks, freeing up time for other activities. In short, with Kaseya, IT teams can work smarter, not harder.
What do you think your sales’ team’s biggest challenges are around lead management and lead delivery? What do they want to see the most of?
Sales time is precious time, so focusing sales teams’ attention on quality opportunities is key. We’ve got highly skilled motivated sales individuals, so don’t want to waste their time unnecessarily on qualifying leads and opportunities when this can be done from a marketing perspective. We’ve worked a lot with the sales teams about understanding marketing cycles and how leads need nurturing in order to make them ’sales ready’.
Yes, this adds an extra layer of complexity for the marketing team, but marketing is about development and continuous improvement. We want to be able to deliver pre-qualified leads to our sales force to a degree that they can pick it up and run with it—again, this comes back to our marketing automation processes and lead quality development, marketing can refine that. Ultimately, we aim to deliver quality leads over quantity, borne out in terms of our conversion ratio from leads to opportunity and opportunity to deals.
How does Marketing play a role in helping solve those concerns of Sales?
Marketing must work hand in hand with sales—there should be a 360 degree feedback loop on all leads generated, which brings us back to the marketing team’s continuous improvement functionality. When we get feedback from our sales team as to what ‘good’ looks like, we identify that those prospects are the right ones, as well as considering the kinds of questions we need to be asking these potential customers in the early stages—marketing can and should be an integral part of that vetting process. I think that one of the most important roles a marketer can play is that of a guidance expert, a lead giver and someone who is constantly following up on opportunities that come through.
Where do you see the future of lead generation, lead management, lead nurturing and activity monitoring?
Undeniably, the future lies in CRM systems and marketing automation processes. There are a number of vendors that provide enabling tools, such as Marketo which Kaseya uses internally in conjunction with Salesforce.com. I simply don’t believe that an organisation can have an effective lead management system without some level of built in automation with CRM and marketing automation engines.
Sales and marketing departments need to understand the whole picture—where prospects are coming from, how their lifecycle fits within the organisation’s own sales cycles, what ‘good’ looks like in terms of the indicators they exhibit, how those features can then be managed in terms of who they target, and what kind of content they respond to. The only way any organisation can achieve this is by analysing data and response rates, and then feeding this information back into the engines to enable you to micro target prospects with specific content that you know will drive engagement with your target audience. This process can’t be achieved manually, you have to use automation.
Lots of media partners are already supporting this kind of model with marketing automation. At Kaseya, we build this process into our own marketing and qualification process before passing over sales ready leads to the sales teams.
What excites you in the brand and social space?
Getting to grips with social in a b2b context both excites and daunts me. With b2c, it’s easy to understand how it’s applicable to marketing processes, but understanding social in a b2b environment is a challenge—it has to add value, as well as delivering serious ROI for your marketing buck. It takes a matter of minutes to set up a Facebook page and attract ‘likes’, but if those don’t generate any word of mouth, which is essentially what social is, you are wasting your money.
At the other end of the scale, I’m fascinated by the relationship between search and social—it’s becoming one with the advent of tools like Google+—and what that evolution means for our industry. How we can utilise that kind of change, in order to be effective in terms of generating demand, interest, and brand awareness for our businesses, is a fluid debate right now.