An interview with Jonathan Wuurman, VP of Marketing at Actito
We sit down with Jonathan Wuurman, VP of Marketing at Actito. Actito's real-time personalization and omnichannel marketing automation capabilities enable businesses to deliver the right message, at the right time, through the right channel.
How did you end up at Actito and what problem does Actito solve for its clients?
I went through a recruitment agency as I was looking for my next career step 14 years ago ;-) Data activation to deliver CLV
As the VP Marketing, what are your main responsibilities at Actito?
I own the brand positioning and messaging, support sales through the demand gen team and provide help for the partnership program
To get a bit more technical, which methods work best for making people aware of and interested inActito , and why do you think they work so well?
Broad questions and different depending on the market we operate. But field marketing in a mature market is one of our main sources of new business and partners the second one
At ColdFire, when we look at our clients' Marketing 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 high-level marketing-related strategy of your organization, and what key elements contribute to its success?
Band story = Activation Category creation/movement = Activation Joining QNTM = alternative to US SaaS for EU brands
What marketing tactic have you employed at Actito or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
Being present in a fair with a talk and not a sales pitch. Human wants strategies and tactics, and most of the time they will copy something
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?
15% of our SAL our generated through outbound