Interview with Antonio Bettencourt, Chief Marketing Officer at Aervio
Antonio Bettencourt is currently working as Chief Marketing Officer at Aervio, a new concept business travel platform, integrating artificial intelligence technology and new generation services to provide an intuitive and streamlined travel management system.
Your Journey as a Marketing Professional.
I started my career in Advertising, and I was lucky enough to work in a few great agencies during the “Internet revolution” era.
During my twenties, I had the opportunity to integrate the marketing department of big multinational companies, which gave me a wider view of how brands communicate and how to implement marketing strategies at a greater level. I also started working in different markets in EMEA and LATAM. After a few years, I shifted my career towards the startup world, searching for a more challenging, creative and exciting work environment. I help small businesses – including my own – thrive and make their name in a market dominated by big corporations and flooded with startups that want to be the next unicorn.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
Most of my experience is based on online channels. Though it’s extremely important to have a balanced marketing mix, digital channels change and evolve at a much greater speed and it’s important to keep up.
Depending on what is your product or service, you will find your preferred target audience across different channels. Google Ads – search and display – are usually the most important channels, and they launch new features on a regular basis. Facebook and more recently Instagram are also important channels that I’ve achieved good results in, as they allow for great segmentation. Twitter has a bit more of a “professional” tone and it’s a network where people tend to have more serious conversations and are prone to criticism, so brands have to be very careful when present in Twitter. Lastly, Linkedin is the most “corporate” network, very good for B2B campaigns. It’s also the most expensive and its ad platform is less advanced when compared to Google or Facebook. And of course, Email. It is still the channel with the best ROI for any company that has a decent contact database.
What are some of the important marketing software that you have used and found to be really useful for your company?
Marketing is not effective without data, mastering tools like Google Analytics at a decent level are extremely useful in order to know what’s working and what’s not. Yes, analytics tools are marketing tools.
For email, I’ve used a few software and the ones I appreciate the most is Sendgrid and Mailchimp.
For marketing automation, integration with the sales team and overall campaign management I would recommend Hubspot.
Would you like to share a few words about any marketing software that you absolutely love and always recommend it to others?
If you’re a Startup I would recommend using Sendgrid for email campaigns. They have a startup program that offers startups one year of premium service for free.
Hubspot has a similar program if you have a lot of platforms to manage.
As a CRM I enjoy using Pipedrive, it’s cheap and easy to use.
Other tools like SEMrush and Wordstream are also useful to make sure you’re getting the most out of your search campaigns.
Your 2 line advice to people entering in the marketing domain.
You can only succeed in marketing if you effectively show your target audience how your product/service can add value to their organization.
Always remember: content is king and the customer is (almost) always right.