An interview with Priyanka Parkar, Marketing Manager at Alice
We sit down with Priyanka Parkar, Marketing Manager at Alice. ALICE is the world's only "construction optioneering platform" built for the construction industry.
How did you end up at ALICE and what problem does ALICE solve for its clients?
ALICE Technologies is the creator of the world's first AI-powered construction optioneering platform. Founded in 2013 based on research from Stanford University, ALICE helps contractors and owners to reduce risk and plan, bid, and build capital projects more efficiently. I had been closely following the company's growth over the past few years and was consistently impressed with their mission and the value they bring to the construction industry. That's how I ended up joining the ALICE team.
As the Senior Marketing Manager, what are your main responsibilities at ALICE?
As the Senior Marketing Manager at ALICE, a dynamic series B startup, I have the privilege of wearing multiple hats and taking on diverse responsibilities. As a versatile generalist in this role, I'm responsible for driving tactics and strategies to fuel demand generation, lead generation, growth marketing, and product marketing initiatives across multiple channels as well as driving sales enablement and competitive intelligence.
To get a bit more technical, what are some of the acquisition channels that have worked well for ALICE and why do you think that is?
The success lies in understanding our market and target personas, and their pain points, along with identifying the most effective channels to reach them. Once we have a clear understanding of our audience, we employ a strategic combination of hybrid channels to communicate our compelling value prop, which has been largely successful for us.
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 ALICE, what would it be?
At a high level, our strategy includes a mix of top-of-funnel tactics with an A/B testing mindset that significantly contributes to its success.
What is a Marketing technique that you've used at ALICE or at previous companies which you believe is underutilized at most Marketing teams - and why?
One area that is often overlooked is focusing tactics on the entire funnel, which can greatly impact growth and conversion in the long run.
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 previously mentioned, gaining a deep understanding of your market and strategically leveraging a combination of diverse channels does help.