CMO Reveals Innovative "Digital Ecosystem" Strategy That Transformed Real Estate Tech
by Jesus Marqueta
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What you'll discover
when watching Jesus' story
- Strong leadership in marketing organizations combines communicating a clear vision, integrating personal and professional aspects, and fostering a supportive yet challenging environment.
- Successful product marketing involves close collaboration between product, marketing, sales, and other relevant departments from the early stages.
- Creating a customer-centric company culture with cross-functional collaboration is crucial for understanding and meeting customer needs.
- Content strategy should adapt to customer preferences and behaviors, such as creating podcasts for customers who listen while working.
- Effective marketing requires a holistic approach that integrates product knowledge, revenue operations, and brand messaging.
- Leveraging data and analytics is essential for driving marketing decisions and measuring campaign effectiveness.
- Embracing AI and new technologies can significantly enhance marketing efforts and team productivity.
Meet Jesus Marqueta - CMO & Chief Data Officer @ IESA Comunidades Tecnológicas
Jesus Marqueta is the Chief Marketing Officer at IESA Comunidades Tecnológicas, a subsidiary of Ariane and the leading company in property management software and services in Europe.
With a diverse background in technology, Jesus has worked as a software architect, in presales, business development, and sales across various industries. He previously served as a marketing director for an agency, gaining valuable marketing expertise.
At IESA, Jesus is leading the transformation from a pure software company to a digital ecosystem creator. His team is digitalizing the property management sector, serving around 5-6 million customers.
Jesus also holds the role of Chief Data Officer, emphasizing his commitment to data-driven marketing strategies. His approach combines product knowledge, revenue operations, and brand messaging to drive customer-centric solutions in the prop tech, fintech, and legal tech industries.
Check out Jesus Marqueta's thoughts on marketing strategy and leadership
When it comes to how to leverage AI in marketing efforts, Jesus shares:
"We have created a TapGPT-based digital journalist named Ines Arteaga because in Spanish, ‘AI’ is pronounced as ‘IA’. So, in this case, she is Ines Arteaga. We have developed a digital journalist with a unique personality."
He also shares his approach to content creation to meet customers where they are:
"We offer numerous webinars for training and to help customers understand our product better. However, what they’ve told us is, ‘Hey, guys, I don’t watch your webinars; I listen to them while I’m working.’"
And his approach to developing a successful go-to-market strategy for a new product:
"When we decide to launch a new product or enhance an existing one, we bring together the sales, consulting, development and technical, marketing, and support teams to collaborate."
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