Building Brand Consistency Across Multichannel Tech Marketing
by Olena Bobalo
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What you'll discover
when watching Olena's story
- Curiosity and adaptability are crucial traits for marketers in a rapidly changing industry.
- Balancing strategies for existing customers and new acquisitions is essential for sustainable growth.
- Multi-faceted demand generation approaches, including tailored webinars, can effectively engage diverse audience segments.
- Integrating marketing services with development centers can provide holistic, flexible solutions for clients.
- Strong branding is vital for differentiation, trust-building, and long-term success in the tech industry.
- Fostering synergy between marketing and sales teams through clear communication and shared goals is critical for better outcomes.
- Embracing AI tools can enhance content creation, personalization, and overall marketing efficiency.
Meet Olena Bobalo - Vice President of Global Marketing @ Svitla Systems
Olena Bobalo is the Vice President of Global Marketing at Svitla Systems, a company providing IT services for various verticals including healthcare, ecommerce, and financial services.
With over 1,000 developers and offices in San Francisco, Svitla Systems has been in operation for more than 20 years.
Olena’s journey into marketing began during her university studies, where she was drawn to its creativity and minimal routine. Her decisive moment came during an internship at a marketing department in her final year.
After years in FMCG and higher education marketing, Olena transitioned to tech marketing, inspired by her family’s IT background. Her mother programmed for spacecraft, while her brother and nephew work in IT.
At Svitla Systems, Olena focuses on storytelling, educating, and making complex innovations accessible to wider audiences.
Check out Olena Bobalo's thoughts on content marketing
When it comes to balancing inbound and outbound marketing in your digital marketing approach, Olena shares:
"We analyze the results. We run A/B testing. If we see that smth starts to work worse than before, we try to understand why. If we see that we can't improve the results, and the usage of resources becomes ineffective, we are looking to refocus on the other activity type/tool."
She also shares how marketing and sales can work together to achieve the business objective:
"Marketing and Sales MUST work closely together for the best results. Sales know everything about their markets and Marketing knows how to reach the client and which tools could be effective in most of cases.."
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