An interview with Wioleta Szybowska, Head of Marketing at Callpage
We sit down with Wioleta Szybowska, Head of Marketing at Callpage. CallPage is the #1 tool to generate more sales calls & leads from your website.
How did you end up at Callpage and what problem does Callpage solve for its clients?
CallPage improves conversion rates by enabling real-time conversations with site visitors. By offering the option to speak with a live agent, companies can respond to customer inquiries, provide personalized assistance and increase the chances of converting prospects into sales. CallPage is ideal for any company where the transaction value and lead acquisition cost are high but can be also a great tool for any business that is struggling with lead generation. CallPage solves the problem of missed leads and opportunities by providing an instant callback feature on websites. When a visitor is interested in a product or service, he or she can request an instant callback. What I liked most about the CallPage idea is that it really connects companies with people.
As the Head of Marketing, what are your main responsibilities at Callpage?
I joined CallPage just a year ago when the company had already established a strong reputation in European markets. However, our broader vision was to expand our services and brand into the United States and Canada. Therefore, my main goal was to develop a GTM strategy and build a marketing team capable of executing this strategy.
How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?
There are many approaches to how to lead a team. For me, the most relevant are 4 principles: Customer-Obsession: This is one of CallPage's core values. Whatever we do in marketing, sales, or customer service, we focus on our customers and their success. In marketing, we gather insights from sales interactions and customer feedback so we can optimize our marketing strategies to provide a personalized and better experience. Planning and accountability: I involve the entire marketing team as well as other teams in marketing planning. We work based on the OKR methodology, so we create a vision of what we want to achieve, and then decide how we want to achieve it. Data-driven approach: Not everything can be calculated, but we try to keep control of the numbers. A data-driven approach allows us to make informed decisions and optimize our strategies.
At ColdFire, when we look at our clients' Marketing and Advertising 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 overarching revenue-focused strategy of Callpage, and what key elements does it encompass?
Our marketing approach can be described as a combination of various funnels. Although it would be great to have one scalable channel :) We primarily rely on Content & SEO and PPC (Pay-Per-Click) strategies. Additionally, we also incorporate growth hacking techniques and leverage affiliate marketing.
What is an efficient marketing technique that you've implemented at Callpage or previous companies, which you believe is underutilized by most management teams - and why do you think that is?
I don't think there is a technique that is consistently undervalued. With almost 12 years of experience in marketing and working for 4 different companies, I have learned to carefully select techniques that are most appropriate for each product or market. It is important to stay up to date with the constantly changing market, as what worked well in the past may no longer be effective. One common problem among companies is relying too heavily on one customer acquisition channel, typically Google ads, and neglecting to establish a presence or activity elsewhere. If I would have to name an underrated area I would say it’s user/customer onboarding. Many marketing departments focus solely on lead acquisition and fail to consider how to engage or assimilate the product or service with the customer. This can result in a significant loss, as the cost of acquiring a lead and customer in today's market is substantial.
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?
We are currently in the process of testing this outreach campaign. However, it is still too early to draw any conclusions, as we have only recently started operations. It seems that due to the high cost of acquiring leads and the increasing competitiveness, cold mailing is experiencing a renaissance and is certainly a method worth considering.