An interview with Christopher Becker, Growth Marketing Manager at Invent Analytics
We sit down with Christopher Becker, Growth Marketing Manager at Invent Analytics. Invent Analytics delivers significant financial improvement by empowering retailers to profit-optimize their supply chain.
How did you end up at Inventanalytics and what problem does Invent Analytics solve for its clients?
Invent Analytics contacted me about the Growth Marketing role. It was perfect timing as I knew I needed to consider a new opportunity but wasn't sure where. When considering a new company, I always look for a connection to the product and I was immediately intrigued by what Invent had to offer. Invent Analytics provides a suite of AI-powered retail supply chain solutions that help retailers solve their omni-channel challenges by optimizing their inventory to sell for the highest profit at the right location.
As the Growth Marketing Manager, what are your main responsibilities at Invent Analytics?
We are a small but mighty startup so I get the opportunity to wear many hats when it comes to our marketing efforts. Some of my responsibilities include creating content and managing social media for marketing campaigns, and then analyzing and tracking the results to understand what is/isn’t working so we can make informed decisions about our strategies. I work cross-functionally with our client experience, product, and business development teams to ensure our marketing efforts have a consistent messaging and tone and align with the overall business goals. I also collaborate closely with our sales team to develop presentation decks and proposals for retailers in our pipeline. Since the retail landscape is constantly evolving, I make sure I stay up-to-date on the latest news and trends to position Invent Analytics as the thought leader in the industry.
How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?
We are a global company with teams in the US, UK, and Turkey, so collaboration is crucial for our success. Each team member has their own individual goals and objectives, and although we are all empowered to work autonomously, we frequently collaborate to develop a wholistic plan to achieve our goals and ensure everyone is on the same page about our target audience and our messaging and value proposition.
At ColdFire, when we look at our clients' Marketing and Advertising strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the overarching revenue-focused strategy of Invent Analytics, and what key elements does it encompass?
One of our most important strategies is challenging the way retailers approach their inventory management strategies and helping them realize that the issues hindering their success are actually completely different from what they traditionally thought. There are many outdated and manual ways to manage inventory that still seem to be status quo for a majority of retailers, so it can be scary for them to consider letting an algorithm provide the answers. We are there to show we understand their business and can deliver insights to drive their thinking in new and different ways.
What is an efficient marketing technique that you've implemented at Invent Analytics or previous companies, which you believe is underutilized by most management teams - and why do you think that is?
I have many years of working in the hospitality industry, starting in high school and continuing until early into my career after graduating college. One of the most important lessons I’ve carried with me in any position is the power of personalization—even the smallest gesture can create a big impact. When you take the time to learn about someone’s interests and needs, it shows that you’ve done your research and are genuinely interested in working with them. It also makes your communication more relevant and increases the likelihood that you’ll capture their interest and get a response. In fact, even if I’m not interested in a particular software or solution that someone is trying to sell me, I’ll typically respond to those who I can tell have put some thought and effort into their message. Nowadays it’s almost too easy to use tools and automation to do the work for us, but I’m a firm believer in taking the time to add a personalized touch to stand out from the rest.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
While we definitely have some element of cold prospecting, we aren’t totally reliant on it for our lead generation efforts. We’ve found greater success through identifying target accounts and decision makers that we know will be more receptive to engaging with us.