An interview with Kaan Toygar, Marketing Team Lead at Prisync
We sit down with Kaan Toygar, Marketing Team Lead at Prisync. Prisync is a competitor price tracking & monitoring software
How did you end up at Prisync and what problem does Prisync solve for its clients?
I met Prisync during university; at this time, I was working at a PR agency part-time. My PR agency experience led me to work in a different area because it was clear that working in traditional agencies wasn't the right career path for me. So I decided to work for a global firm that serves in a digital area. Prisync was an excellent opportunity to learn more about the SaaS ecosystem. During my final semester at university, I began my career as a digital marketing intern. Since then, I have been an integral member of the Prisync Marketing team for almost five years, actively contributing towards the achievement of our team's goals. Prisync is basically a competitor price tracking & dynamic pricing software for all sizes of e-commerce companies worldwide. We're helping our customers handle pricing in a single dashboard easily and solve their competitive pricing problems.
As the Marketing Team Lead, what are your main responsibilities at Prisync?
My main focus is developing and implementing effective marketing strategies across various channels, including digital marketing, public relations, social media, and event marketing. I take on a generalist role, collaborating closely with the entire marketing team to achieve our objectives. One of my key responsibilities is serving as an interdepartmental liaison, facilitating fast and efficient communication between marketing and different teams within Prisync. This effort helps ensure smooth coordination and collaboration on various projects. Given the dynamic nature of the marketing team's agenda, I handle various tasks, from website-related activities to content marketing. I closely monitor the progress of ongoing projects within the team, providing feedback and approvals as needed. In summary, as the Marketing Team Lead at Prisync, I oversee various marketing activities, collaborate with different teams, and work on content creation, social media management, planning, implementing, and monitoring advertising campaigns to drive our marketing success.
To get a bit more technical, what are some of the acquisition channels that have worked well for Prisync and why do you think that is?
We're using all marketing channels which are available & efficient. So we're constantly testing different ways to attract more potential customers. From organic marketing methods to paid ones, the Prisync marketing team has a cumulative experience & know-how shaped in 10 years. Most efficient marketing channels for us: Content Marketing ( Organic Channels ) We have a great blog that answers almost all the pricing problems an e-commerce professional can encounter. Search Engine Ads It's not a brainer; search engine ads help you meet an audience already intended to research similar or exact services you've offered. Directories & Niche Communities You need to be there for them where your audience spends time. We're always trying to be active in niche communities and help our potential customers with problems & questions. Partnerships and Collaborations Collaborations are an excellent hack for marketers to reach more people, and it's a bit underrated. Partnering with companies that aim for similar audiences is also a great method.
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. If you had to summarise the high-level LeadGenMarketing strategy of Prisync, what would it be?
Our main goals briefly: < Increasing Pricing Awareness Brand Positioning and Differentiation Customer & Audience Growth Thought Leadership Our high-level marketing strategy is focused on increasing awareness about pricing in the e-commerce ecosystem. We recognize that price is a crucial factor for consumers when making purchasing decisions, and we believe that by educating and informing ecommerce professionals about pricing dynamics, we can help them to increase profitability. To achieve this goal, we are employing a multi-faceted approach. Firstly, we will leverage various digital marketing channels to reach our target audience effectively. This includes utilizing social media platforms, search engine advertising, etc. By strategically placing targeted advertisements and engaging content, we aim to capture the attention of potential customers and spark their curiosity about pricing within the e-commerce industry. In addition to digital marketing, we also invest in content creation and thought leadership.
What is a Marketing technique that you've used at Prisync or at previous companies which you believe is underutilized at most Marketing teams - and why?
In my opinion, partnerships are often overlooked by marketing teams. However, at present, we understand the value and significance of strategic partnerships, and we prioritize cultivating strong collaborations with other companies in the e-commerce industry. We believe that partnerships provide numerous benefits, including expanded reach, access to new customer segments, shared resources, and increased brand credibility. By forming strategic alliances, we tap into our partners' existing customer base and networks, allowing us to reach a wider audience and generate more leads.
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?
As marketing we've experienced a few cold outreach email campaigns; however, in our organization, cold outreaches are handled by our sales team. In the past, we have collaborated with our sales team to execute targeted outbound campaigns that involved personalized email outreach to specific prospects. The general outcome was satisfying, and it's a method our company uses whenever needed.