The Most Innovative Strategies in Tactile Marketing Automation
Tiffany Early, Senior Director, Marketing at Arxan Deborah McGinn, VP, Global Marketing at Arxan
The combination of message, design, and experience will make or break the success of your tactile efforts, as Deborah McGinn and Tiffany Early know. As marketers for a small cybersecurity company, they have to overcome some daunting challenges, namely creating awareness in a niche market and educating customers about a complex, technical subject. By collaborating with the PFL marketing team, they’ve broken through the digital noise in the cybersecurity landscape and used tactile marketing to deliver fun, creative, and budget-friendly experiences. Don’t miss McGinn’s story about how an Arxan BDR used tactile marketing to get a meeting with an unresponsive decision-maker…with the help of the Voya CISO!
McGinn begins the session by digging into the thoughtful design approach. She understands that each marketing effort must be engaging to get the audience thinking and ultimately lead the customer to say, “I want a meeting.” At Arxan, the mission is to design campaigns with the intent to create an experience, and McGinn follows a three-step approach:
- Know our audience
- Understand the problem
- One clear message
Notable Quote“We want to make sure that whatever we’re putting in these packages is meaningful. So the brochure with the risk assessment, we just put [in] a branded pen; very simple, but you know it helps them actually fill out the quiz then and there, so there’s a purpose to it.” — Deborah McGinn