An Interview with Jay Saling, DemandGen at Alviere.com
A sit down with Jay Saling. Jay is part of the DemandGen team at Alviere.com. Alviere enables the world’s most trusted and visible enterprises to offer financial products to their customers & partners.
How did you end up at Alviere and what problem does Alviere solve for its clients?
Alviere is an embedded finance technology platform that offers enterprise-grade white labeled financial products and services.
As the Demand Generation, what are your main responsibilities at Alviere?
Responsible for creating and capturing demand for our products and services.
To get a bit more technical, what are some of the acquisition channels that have worked well for Alviere and why do you think that is?
Creating demand through targeted advertising that tells a particular story we want to tell. This can be at a brand, campaign, or product level. Then having the right secondary channels set up to capture the demand from a target audience.
What role does your Marketing team play when it comes to organising, operating and improving your marketing-sales funnel?
Having a deep understanding of the product and the ideal user/customer. Doing research into target accounts that lead to insights, and ideally running customer/market interviews to validate ideas and messaging before a campaign launches. That results in speaking directly to the buyer in an effective way.
At ColdFire, when we look at our clients' Lead Generation strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGen strategy of Alviere, what would it be?
3 pillared approach. Tier 1 target accounts, general target accounts, total available market - campaigns are designed for one of those pillars.
What is a Lead Generation technique that you've used at Alviere or at previous companies which you believe is underutilized at most Marketing teams - and why?
Live video-based events. These can be turned into audio and text-based pieces of content and a large amount of micro-content can be created from the main event. Huge unlock for resource-strapped marketing teams.
Lead Generation can happen using inbound and outbound strategies. Which has worked better for Alviere and why do you think that is?
It's really a mix. Most of the time we are running targeted advertising to tell people a store so when outbound is started, the leads are warmer and more knowledgable about our offer.
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?
It works, but should be a compliment to other activities.