Interview with Tracy Staniland, Director of Marketing at Chisel AI
Tracy Staniland, Director of Marketing, Chisel AI is a strategic B2B marketing professional with more than two decades of experience helping emerging high-tech firms achieve their revenue goals. Prior to joining Chisel AI, Tracy held senior marketing roles leading marketing communications, product marketing, digital marketing and demand generation teams at emerging software companies focused on the healthcare and Property & Casualty insurance markets. She is known for fostering strong relationships with customers, vendors, partners, and co-workers. In 2015, CRN recognized her as 100 People You Don’t Know but Should.
Your Journey as a Marketing Professional.
My journey as a marketing professional started in product marketing at a well-known global technology firm in Toronto, Canada and morphed into a twenty-year marketing career in hi-tech spanning early-stage start-ups to medium-size organizations. I figured out early in my career that I loved the energy and pace of working at smaller technology-focused organizations. For me, it’s the thrill of building marketing strategies and diverse marketing teams from the ground up and seeing how marketing contributions impact the bottom line. It’s very rewarding to join a company on the ground floor and see the company grow and flourish.
One of the most rewarding moments of my career was winning a Telly award for an explainer video and being recognized in 2015 by a leading publication called CRN as one of “100 People You Don’t Know but Should”.
As a marketing generalist who has experience in product marketing, event management, social media, inbound marketing, digital marketing, public and analyst relations, direct marketing, and account-based marketing, it has been my focus to surround myself with smart team members who are specialists in content marketing, social media, PPC, etc., and to be continually learning. Marketing has changed a lot and continues to evolve, so it’s important to keep up to date with current trends and to test new approaches to see what works and what doesn’t work. I love to pilot and A/B test new approaches for messaging, design and channels.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
Inbound marketing has been a very effective channel for generating website traffic, educating target buyers and generating TOFU, MOFU, and BOFU leads.
Website – Your website is a critical communication tool that is the foundation for all marketing programs. It is so important to ensure that you have a design-driven, content-rich website. I know this sounds very basic, but an effective website is key to successful marketing.
Email – has remained a constant over the years as an effective communication tool to promote new content assets, webinars, podcasts, and to get key messages out to buyers.
Corporate blog – a very effective search engine optimization tool and website traffic driver. Also, a very effective marketing channel for driving key messages into the market and educating buyers.
Social media – LinkedIn, Twitter and Facebook are social media channels that work best for pushing out key messages, promoting content assets, news and upcoming events to our target buyers and followers.
Webinars – one of the most effective B2B marketing channels that enables you to share your story, establish thought leadership, generate leads, transition TOFU leads to MOFU leads, etc. Well-orchestrated, informative webinars with charismatic, knowledgeable speakers are a marketer’s best friend. Podcasts are also gaining ground as a way of reaching buyers on the go, during their commute, etc.
What are some of the important marketing software that you have used and found to be really useful for your company?
HubSpot – one of the most valuable tools that I have been using for the past few years to connect with customers and potential customers. HubSpot is a very intuitive SaaS-based solution that I have used for email marketing, social media publishing, lead nurturing, online webchat and website development. The HubSpot Content Management System makes creating and updating our website quick and easy.
Canva – I love Canva as it is super intuitive to use for the amateur designer and provides us with an effective design tool for creating social media banners and imagery to help us promote our brand. For start-ups and small organizations that have lean marketing budgets and cannot afford to hire a graphic designer, Canva is a good solution for marketers.
GoToWebinar – hosting webinars is easy with Go to Webinar. It is very intuitive to use and provides the ability to include polls during the webinar. The registration process and reporting capabilities are also easy to use.
Google Analytics – is definitely a must for all marketers. As a free tool, every marketer should have Google Analytics integrated into their website as it is very effective at measuring website traffic and the Google Search Console lets marketers know what keywords and phrases are driving traffic to your website. This information can be used to generate topics for blogs and future content.
Which companies, according to you, are your competitors. How do you differentiate against these?
It’s key for us to clearly articulate our value proposition and business benefits to differentiate from our competitors. As an AI technology provider, and with AI still in its infancy, we are focused on educating the market on the different types of AI, and the business value of AI to our target audience.
Your 2-line advice to people entering in the marketing domain.
Always keep learning. Marketing trends, channels, and approaches continuously evolve so It’s important to keep an open mind and to continually be listening to the market to keep up with current trends. Where and how buyers want to receive information and marketing messages is constantly evolving. What worked great yesterday might not work so well tomorrow. Also, it’s important to seek out like-minded marketing professionals to network with, bounce ideas around with and learn from.