How Encora Became the Fastest Growing Digital Engineering Services Company
by Joshua Kanter
What you'll discover
when watching Joshua's story
- Aspiring marketers should focus on mastering a specific area of expertise while staying adaptable to emerging technologies like AI.
- Effective go-to-market strategies must be tailored to your company's unique value proposition and target audience's needs.
- Understanding your audience's decision-making process is crucial for selecting the right marketing channels and approaches.
- High-quality content that demonstrates expertise is essential for credentialing your company and attracting potential clients.
- AI tools can enhance marketing efficiency, but human oversight and creativity remain critical for maintaining quality output.
- Leadership in marketing involves cultivating skills in team members and helping them overcome obstacles to achieve their goals.
- Building a strong brand requires consistency in messaging while also evolving to stay relevant and engaging.
Meet Joshua Kanter - CMO @ Encora Inc.
Joshua Kanter is the Chief Marketing Officer at Encora Inc., the world’s fastest-growing digital engineering services company. With 9,000 engineers across 17 countries, Encora helps companies harness emerging technologies to advance their industry position.
Joshua didn’t initially plan on a marketing career. He studied psychology and intended to teach high school math. However, an early consulting project related to marketing sparked his interest in the field.
Over his 25-year career, Joshua has worked in various industries, mostly B2C before transitioning to B2B tech at Encora.
At Encora, Joshua oversees both commercial and talent marketing across their global operations. He approaches marketing as a way to understand how people perceive the world and make decisions.
Joshua is passionate about cultivating skills in his team members and helping them navigate complexities to achieve their goals.
Check out Joshua Kanter's thoughts on balancing brand consistency and innovation
When it comes to the role of a marketing leader, Joshua shares:
"The job of any great leader is to make themselves redundant. What I mean is cultivating the skills and experience in the people who report to you so that the things only you could do, others can now do as well."
He also shares how companies should approach their go-to-market strategy:
"You need to understand the nature of the challenges that your potential clients are facing, and you’ve got to find a way to connect with them and demonstrate that you are the right solution."
And how marketers should approach using AI in their work:
"I've come to see generative AI as almost like a really enthusiastic but totally green team member. It'll do exactly what you ask with enthusiasm, but sometimes the content itself is a little thin."
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