Interview with Sebastian Camiser, Chief Marketing Officer at Buenbit
Working as a marketing executive for growing technology firms, Sebastian has gained expertise in delivering consistent sales growth through the use of a wide range of digital marketing strategies.
He has the extensive digital industry knowledge and excellent team-working skills to deliver complex projects. In the business sector, he has extensive experience in both marketing and advisory roles from manager to c-suite, specializing in business model generation. He has also worked as a University lecturer in a range of subjects within the marketing and digital business fields. Sebastian Camiser is the Chief Marketing Officer at Buenbit.
Your Journey as a Marketing Professional.
When studying at the University of Buenos Aires, I fall in love with Marketing and was working as Strategic Marketing and Business Process Consultor implementing methods and strategies that enabled organizations to achieve sustainable competitive advantage. After graduation, I made an MBA and a Master of Strategy and Innovation Management. That enabled me to get a job at the biggest Telecommunications company in Argentina, supporting in the Marketing Direction / Business Intelligence & Innovation Department, responsible for developing, segmenting, collaborating, and exploring various products and their respective markets.
My love for Marketing continued growing and decided to left the company to join the fastest growing gaming startup in LatAm as Business Intelligence Leader, responsible for strategic advising to Product Managers regarding key marketing decisions. In 2012, I joined Paymentez, oversewing the relationship and optimization of the monetization of clients, (eg. Facebook, Zynga, Playfish, EA Sports, Skype, Facebook) through the development of strategic marketing actions, both on-page and off-page, payment methods and Business Intelligence.
In 2015 joined LugLoc as CMO, the Award-winning luggage tracking devices nominated by CNN as the top travel accessory of 2015. In 2016, we were selected by Venture Hive among thousands of applicants from over 40 countries to participate in a 3-month program in Miami, FL. The experience was insightful and enabled us to work towards a brand repositioning. As part of the executive team in charge of marketing operations, I lead a diverse group of individuals to deliver high-performance results. In November 2016 joined Qubit.tv as Director of B2C and Business Intelligence, oversewing Marketing Management (Marketing Automation, User Acquisition, PR, Design, Social Media), Business Development and Business Intelligence. I Validated the scalability of B2C, the unit of greatest growth and expectations of the company. Currently, I´m CMO at Buenbit, the biggest cryptocurrency exchange in Argentina.
In 2016 I have created the first Coursera´s Digital Marketing Specialization in Spanish, and the first course and specialization in Argentina among all fields and I Lecturer overseeing Digital Marketing and Business Model Generation in MA Communications and MA Content Management at one of the top 10 universities in Latin America.
I also work as a consultor for many startups, professionals, and big companies.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
All kinds of Marketing Channels: E-Mail Marketing, Google Ads, Facebook Ads, many other ad networks, Social Media, Influencers, and so on.
Advice on E-Mail Marketing & Facebook Ads primary marketing channels:
- Always think about your client
- Measure the individual response first instead of the overall performance of the campaign
- Create campaigns based on specific events (Ex. First purchase, abandons, etc.)
- Generate a contact strategy based on the frequency. Monitor the impact of frequency to maximize results
- Data capture is a process. If we deliver value, users will share information
- Preferences capabilities: frequency, Channels, Format, etc.
- Proactive Communication: specific, relevant and timely
- Segment audiences the most possible. That increases conversion rates
- Select what KPIs to watch
- Track performance
- Define a buyer person
- Use real CTAs (Call to actions)
- Be on top of the campaign
- Create sales funnels
- Use attractive images and videos with little text
- Make many A/B testings
- Select the best URL destination for your users
My advice is to plan the most you can, create a winner strategy and build the team (no matters if it´s just you and freelancers). Then, and please, track the most you can. Digital Marketing allows you to track (almost) everything.
What are some of the important marketing software that you have used and found to be really useful for your company?
Intercom, Hubspot, Mailchimp, Tableau, Optimizely, Google Tag Manager, Google Analytics, Manychat, Zendesk, Landingi, Instapage, Zapier, among others.
Would you like to share a few words about any marketing software that you love?
i. What do you like in the software/ tool?
To be reliable, flexible, and consistent over time. I always consider the business model, for making sure it will be affordable for the project at any stage.
ii. Scope of improvement in the software/ tool:
They are not really ready for big companies and should be more flexible when working with Startups.
iii. Did you consider other software for this use case? If yes, why did you decide to move forward with this software?
Yes, of course. There are many other platforms, which working together do something similar. The good thing about Intercom is making everything in one place: Support, Automation, Messaging, and Knowledgebase.
iv. How likely are you to recommend this to others?
Your 2 line advice to people entering in the marketing domain.
Dive deep. Explore. Test. Be a self-taught and help others. Marketing is about collaborating and of course having valued relationships with your public.