Interview with Morten Mathiesen, Chief Marketing Officer at Sekoia
Morten Mathiesen is the CMO of Sekoia, delivering a workflow software to the care industry helping care workers spend their time caring, rather than filling out paperwork. Morten co-founded the company 8 years ago, with the ambition to help a stalemate care sector improve and support the millions of care workers stuck with the time-demanding admin.
Your Journey as a Marketing Professional.
I’m a literature major! Haha. I think that the vast majority of marketing that is done from both the global hard hitters and the smaller companies that I end up admiring, focus on THE story. Why some odd feature or product is needed in an often very bloated market, needs a good reason. This is what triggered me into working with communication all in all. Marketing for me is the coupling of branding with making business. Also, I came into marketing this way. Through writing. Co-founding 3 small startups, one of them eventually making the cut, and along with the rest of the team, my jack of all trades slowly evolved into serving our lead gen and brand building.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
Working with a quite consumerized B2C and B2G our activity base is very broad. We do lots of stuff online, very traditional such as newsletters and SEO. Then we do some more grassroots stuff. All of these aimed at meeting our potential users and buyers where they are themselves. Hence, this would also be my piece of advice. Where are your customers lounging? Go talk to them! Offline or online. And please, do not try to force or lure them into buying. We’re not taking it our selves. Hence, they won’t be either. A favorite channel of mine has always been word of mouth or in lack of other words PR. Yes, again back to the prime content and storytelling. Our customers are our biggest assets. If they like what they are getting from us, they will tell their peers. So, we try to do what we can to use them in case videos, press articles and so on. It’s really no big deal. And if this content is king, then distribution is queen. So, we try to be using social media a lot to also disseminate our customer success, but more so to elaborate and engage in topics that are top of our (customers’) list.
What are some of the important marketing software that you have used and found to be really useful for your company?
The only piece of software that has really enabled a new way of working and corresponding with our end customers is Drift. I suppose any other chatbot could assist us, but we’ve found it really useful to actually be able to engage in real-time with website visitors no matter the time of day. Especially the handover from bot to us in the marketing team is elegant, and can be customized endlessly. We still have lots to learn here, becoming more and more conversational – and taking that with us across the company as part of a strategy supporting our existing customer base.
Which companies, according to you, are your competitors. How do you differentiate against these?
Overall, a lot of competitors are still chasing people down, forcing them to look their way. We do not do that. We still send out regular newsletters with prime content, but we do not punk them to meet -without providing enough value upfront.
Your 2 line advice to people entering in the marketing domain.
Customer journey. It is the oldest trick in the book. But it works. Find out what your customer pain points are, and how they will try to solve these. Be there!