Episode Summary
For Ewa Baska, Marketing Director at Buildout, a SaaS company that creates marketing software for commercial real estate brokers, the marketing fundamentals she learned in school and early jobs have always been her inner guidebook.
“I always knew that I wanted to go into marketing just by always wanting to know more about brands and studying all the exciting things that companies can bring to humans,” she says.
But some things you can’t learn from school — like what to do when a pandemic hits.
In such circumstances, it’s important to think before you act, Ewa says. For Buildout, that meant taking a step back to reflect and create a strategic marketing response plan rather than reacting hastily. It was a move that’s made all the difference in connecting with new customers and retaining current ones.
On this episode of Tech Qualified, Ewa shares how her team conducted an audit to adjust their marketing strategy in the face of the coronavirus pandemic. She also discusses the value of adding a human touch to Buildout’s brand messaging, one that focuses on being humble and genuine.
Guest Profile
- Name: Ewa Baska
- What she does: Ewa works as the Marketing Director at Buildout, a SaaS company that sells software solutions to commercial real estate companies, where she has been for five years, working to build up the brand, establish a team and launch a new product.
- Company: Buildout
- Noteworthy: “I always knew that I wanted to go into marketing just by always wanting to know more about brands and studying all the exciting things that companies can bring to humans.”
Key Insights
- Leading the rebranding efforts at a previous company taught Ewa all about the fundamentals of marketing. It starts with market research — understanding your audience, your market, your industry, your product, your competitors, what people in your industry care about and how you personally can fit in, she says. Understanding these fundamentals has helped her throughout her career, even in the most unexpected moments, like dealing with a pandemic.
- When the COVID-19 pandemic first emerged, Ewa says she and her team decided to think before they acted. It was important for them to take a step back and understand who they wanted to be at this moment in time. With many brands opting to push out communication and resources immediately, they wanted to reflect and take a more strategic approach to their post-COVID plans.
- Part of this strategy included reviewing the messaging used in Buildout’s materials and ongoing campaigns. Ewa refocused the brand to become a more helpful resource, providing information but not force-feeding it. The tone they took on in this new approach, Ewa says, was humility and genuineness — in other words, just being human.
Episode Highlights
- No more wasting time finding time
- Personalize messaging even if customers have the same end goal
- Listening to your customers sets you up to win
- Great content gets straight to the point
- Your video dream team might already be working for you
- Your video dream team might already be working for you