An interview with Romy Bounan, Marketing Manager Spain at Skello

We sit down with Romy Bounan, Marketing Manager at Skello. Skello is a European company whose mission is to reinvent the way shifted teams work in the field by enabling them to better anticipate, organize, and communicate.

About ColdFire
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How did you end up at Skello and what problem does Skello solve for its clients?

Skello is a workforce management software that simplifies complex employee scheduling and time tracking for businesses. By streamlining administrative tasks, enhancing productivity and improving employee satisfaction, it offers a complete solution. With a range of features, it makes employee scheduling, time tracking, and attendance management easier, freeing up valuable time for managers to focus on strategic activities. I've always worked in French tech startups in Barcelona, and Skello caught my attention when I was seeking something new. Trusting my intuition led me to discover a company that not only aligns with my values but also fosters a healthy, transparent and ambitious work environment. That's how I ended here.

As the Marketing Manager, what are your main responsibilities at Skello?

As the Marketing Manager, my role is to develop Skello's marketing plan in Spain, generate qualified leads and establish our brand as a market leader. My responsibilities include optimizing SEO strategy, managing lead databases, implementing effective nurturing workflows and improving demand gen and growth acquisition campaigns. I also have the responsibility of building a strong partner network, working closely with PR agencies and exhibiting our brand at targeted events. Additionally, I oversee the local website content, ensuring it is optimized for conversion and delivers value to our audience. As the first marketing professional in the Spanish expansion team, my role plays a pivotal part in driving Skello's marketing efforts and achieving remarkable growth in the Spanish market.

Are Marketing and Sales at Skello closely integrated or operate more as two stand alone business units? For example, at what stage does Marketing hand over a Lead to Sales?

Absolutely! I strongly believe in the synergy between sales and marketing. We operate as one cohesive team, understanding the importance of close cooperation and alignment to achieve impactful and qualified growth. By fostering collaboration between sales and marketing, we ensure a coordinated approach that drives customer acquisition and fuels business growth. This united front enables us to leverage the strengths of both teams, combining marketing's lead generation expertise with sales' ability to nurture and convert leads. Together, we work towards a shared goal, optimizing strategies and maximizing our impact in the market.

At ColdFire, when we look at our clients' growth strategies, they vary greatly. Some have found a single, scalable client acquisition channel while others thrive on a mix of top-of-funnel strategies. How would you describe the Marketing strategy of to drive growth despite growing economic headwinds?

Our marketing strategy at Skello combines the marketing funnel approach, from awareness to conversion, with a focus on both paid and organic channels. We understand the significance of engaging our target audience effectively and to achieve this, we implement targeted online advertising, content marketing and search engine optimization. Through these channels, we address customer pain points and effectively showcase the benefits of our software. We believe in the importance of tailoring our messaging content and engagement strategies to meet the specific needs and preferences of our audience. This customer-centric approach ensures that our marketing efforts resonate with potential customers and generate meaningful connections. By conducting A/B testing and utilizing data-driven insights, we refine our approaches to maximize their impact and drive optimal results.

What is an effective growth-generating technique that you've implemented at or at previous companies that you believe is still underutilized by most Marketing teams today, and why do you think that is?

One underutilized growth-generating technique is the creation of a dedicated YouTube channel or independent website providing valuable and free content to the target audience. This approach involves offering educational resources, training materials, interactive videos, industry tips and more to educate and engage customers and prospects. By establishing your company as a trusted source of information, you can build trust, expertise, and customer loyalty. Investing in creating educational platforms can yield qualified leads and long-term growth.

If you had to pick one stage of the entire marketing-sales funnel at Skello (from awareness to closing) which stage is your main bottleneck for accelerating growth at the moment and how do you plan to tackle it?

Right now, my main focus is on improving the retargeting actions according to each step of the funnel (ToFu, MoFu, BoFu). For this, I'll work on targeted content and messaging, located testimonials and highlight new features or product improvements that we did not offer on the past.

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