Interview with Tim Hines, Director of Partner Marketing at Dialpad
Tim Hines is a marketing expert, coach, keynote speaker, startup evangelist, and consultant. Tim is a Chicago ex-pat currently living in San Francisco where he specializes in developing omni-channel marketing programs within the tech industry. With over 15 years of experience, Tim has developed marketing initiatives with a multitude of companies including Tribune Media, Ticketmaster, and the CIA.
Tim has a passion for entrepreneurship and has started three companies – BTSocial, CurbNinja and Pitch Training Camp – and has consulted and coached many entrepreneurs to develop marketing plans and hone their pitching skills. Tim served on the Community Advisory Board for the Future Founders Foundation helping underserved youth explore entrepreneurship and is a graduate of the Startup Leadership Program. Tim also taught classes with the University of Illinois Institute of Entrepreneurial Studies program.
Tim has been very active in the business travel industry since the launch of his first startup, BTSocial. He is a member of the Global Business Travel Association (GBTA) and the Association of Corporate Travel Executives (ACTE) and previously served on the board of the Chicago Business Travel Association. He has given educational talks at both GBTA and ACTE annual conferences.
Your Journey as a Marketing Professional
I got my start in email marketing at TicketsNow, but before that, I had the opportunity to intern at the CIA in the careers department while I attended the University of Illinois. From there I quickly jumped in the big media field, where I served as a product marketing manager in the Tribune Media Group advertising department. After being laid off from the shrinking big media company, I ventured off on my own to start my first company called BTSocial, which was business travel-focused social media & networking events company. Honestly, I learned the most about marketing while getting that company off the ground. Starter marketing took grit and a relentless spirit. During that time I also did marketing consulting for a variety of startups and SMB’s. Following all of that, I decided to take the next step into big tech and moved to San Francisco to take a Channel Marketing role at Vendini. There I build my own marketing programs from scratch and lead new initiatives. In my current role, I serve as Director of Partner Marketing at Dialpad where I support the channel and integrations partnership teams with everything they need on the marketing front. I report into the corporate marketing team but have almost full autonomy to build out this new marketing support arm in the company.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
I spent a lot of time early on working in email and social media, but have also used a lot of traditional channels during my career. In what I do today, events and content are most prevalent. My advice would be to research and read up on the trending tactics that are seeing the greatest results in your industry. Not all channels work the same in every business environment. Start with closely examining what competitors in your space are doing on their events and content marketing front. Put together a document where you can track the frequency, type, audiences, etc. and enter the data over a few months in tandem with your own methods. After you get a good amount of data, assess what worked well for your competitors and mold your programs from their best tactics. There’s no need to reinvent the wheel in marketing.
What are some of the important marketing software that you have used and found to be really useful for your company?
Marketing automation tools have been paramount in my roles weather it is Marketo, Adobe Campaign or Hubspot, I have found myself using these tools in almost every role. I would highly recommend getting hands-on experience with these tools and get them on your resume!
Which companies, according to you, are your competitors. How do you differentiate against these?
In my role at Dialpad, our biggest competitors are RingCentral and 8×8. The telecom space is very fragmented, but Dialpad stands out with its wholly cloud-based solution that has unmatched on-boarding speed and all-in-one products.
Your 2 line advice to people entering in the marketing domain.
As a marketer, positioning is everything. Learn how to use your marketing skills to get meta and position yourself professionally when looking to advance your career. Tell a story!