Authentic Messaging That Cuts Through
The Ad Tech Noise
by Katie McAdams
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What you'll discover
when watching Katie's story
- Centralizing documents, communication, and automating processes can help agencies operate more efficiently and retain employees.
- Go-to-market strategy should start with assessing product-market fit and understanding the target audience to solve their biggest problems.
- Providing ongoing education, thought leadership, and resources to existing customers helps drive product adoption and builds true partnerships.
- Content creation should cater to various buyer personas within an organization, from high-level research for C-level executives to tactical guides for hands-on users.
- Metrics are important for understanding marketing performance, but focusing too heavily on numbers can lead to losing sight of the bigger picture.
- Embracing AI tools and encouraging team members to find use cases can enhance marketing efforts without replacing human roles.
- Cutting through the noise of market competition involves using an authentic and direct tone in the message of your content.
Meet Katie McAdams - Chief Marketing Officer @ Basis® Technologies
Katie McAdams is the Chief Marketing Officer (CMO) at Basis Technologies, a global provider of media automation and programmatic advertising software and services for enterprises.
With over 20 years of professional experience in the digital marketing and advertising industry, Katie stands as an experienced executive who has a track record of leading high-performing sales and marketing teams.
Katie’s marketing journey is unconventional but surprisingly turned out to be inspiring. She was an English major in college and aspired to be a journalist. She then worked on the advertising side at a newspaper, which eventually led Katie to her current role at Basis Technologies.
At Basis Technologies, Katie focuses on assessing product-market fit, identifying the right audience for the platform, and solving the biggest problems facing the advertising industry.
She works closely with the sales team to create a tight alignment and support the process of winning new customers together.
More importantly, Katie Proven has helped successfully launch and grow new products, solutions, and business units, as well as create and implement go-to-market strategies.
Check out Katie McAdam's thoughts on content marketing!
When it comes to incorporating the right tone of voice into writing, Katie shares:
"For me, the most important thing is using an authentic tone of voice, as if you were speaking to a friend. Personally I prefer prefer ingesting information when the tone leans more casual and direct, and that's what I try to employ across the marketing team."
She also shares about how to keep your brand fresh over time:
"Outside perspective is so critical, especially if you've been with the same company for some time. Tapping into new employees, consultants, customer interviews, and outside networking groups are a great way to help us see things from a different perspective."
Katie explains what she does to help marketing teams understand and incorporate customers pain points into content:
"This is where a proper roll out of buyer personas goes a long way. Taking the time to educate the entire marketing department on our buyers and their pain points ensures we're putting out content that is relevant to our target audience."
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