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.