Interview with Anthony Gomes, Vice President, Corporate Marketing at Pushpay
Anthony has more than 15 years of experience in corporate communications and marketing. He is passionate about the opportunity and responsibility to drive brand awareness through media relations, social media, internal communications and more. After nearly a decade as a broadcast journalist, Anthony understands the importance of effective and transparent communication. Anthony graduated from the University of Southern California with a degree in broadcast journalism.
Describe your journey as a marketing professional.
Marketing is about telling stories. I started my career telling news stories as a broadcast journalist across the state of Washington. That career taught me to ask the right questions and how to write quickly. That made for an easy transition into public relations and corporate communications, where I became interested in other functions of marketing including demand generation, website management, and content strategy.
I’ve had an opportunity to lead marketing teams at several different organizations that vary in industry focus. From nonprofits to insurance, technology, and churches. In my current role, I oversee corporate marketing at Pushpay, which is a mobile giving and engagement solution that helps organizations grow their communities. My team is responsible for public relations, content, design, social media, advertising, website, and lead generation. In general, I enjoy the pace of the tech/SaaS space. The industry is constantly changing, evolving, and naturally creates an environment for creativity and learning.
What are the primary marketing channels you have worked on? What is your advice to young marketers on each of these channels?
I am most passionate about public relations and social media. Both of these channels help drive top of funnel awareness for corporate brands. From prospecting to nurturing current customers, or attracting and retaining talent – these channels are foundational to building a successful marketing engine. As young marketers seek to start their career in PR of social media, my advice is:
1) Public relations: Reporters are always looking for content. Think about how to write pitches that hook a reporter. Become a master storyteller and partner with your customer success team to bring to life case studies and ways that your products/solutions are impacting the lives of others. Also, leverage data from your product or BI team and create infographics that help visualize that data in an interesting way.
2) Social media: Check your spelling and punctuation in social media. It still matters. Also, try to personalize your posts with stories from actual customers or current employees. Authenticity matters and can help your content resonate better with your audience. In fact, the 2019 Edelman Trust Barometer indicates that on average, people trust social media the least when seeking channels for news and information – as compared to search or traditional media. People value transparency, and as a social media professional, you have one of the most important brand voices at your company.
What are some of the important marketing software that you have used and found to be really useful for your company?
Having a reliable online listening tool is critical to the success of our corporate communications strategy. From the social media standpoint, it’s important to invest in a tool that allows you to post, track and measure the success of your organic content. In addition, we leverage different streams and tabs to monitor our competitors, track industry trends and identify media mentions that might otherwise go unnoticed. From and customer relationship perspective, social monitoring technology allows people to view and collaborate behind the scenes before responding to inquiries. This is essential for large or dispersed marketing, sales and customer service teams.
Lastly, we leverage Slack, which is a great communication tool for our internal teams. I think it works well when you have a quick question or need to contact your team for brief updates. For us, it dramatically reduces the number of emails we send, increases the response time to communications, and encourages collaboration between teams.
Would you like to share a few words about any marketing software that you use?
In regards to the above question, in particular, we currently use Simply Measured as our social monitoring tool. In the past, I’ve also used Bambu, which is a great tool to encourage employees to share and engage in your social community. The technology enables teams to curate content, load post that leaders and employees can share with a click of a button, and create email bulletins to highlight recent news or top social posts.
Your two sentence advice to people entering in the marketing field.
Marketing has become a sophisticated engine for building brand awareness, driving leads, and maintaining lifetime customers. In an industry that’s rapidly changing with technology, my advice is to try and learn as much as you can… about everything. It’s okay (and encouraging!) to make mistakes, but don’t make the same one twice.