Knowing when to play it cool and let the customer come to you can work better than a hard sell.
As VP of Marketing at Narrative Science, Cassidy Shield has learned that the most effective approach for drawing customers to the company’s product is by showcasing its abilities and the brand’s values.
What exactly does Narrative Science do? The brand calls itself a “data storytelling company” — its software Lexio transforms analytics data into plain language stories that people can easily understand and use without a degree in data science.
Cassidy says it takes a special type of customer to understand the product’s value. “They’re not afraid to make a decision that’s against the norm,” he says. “We’re looking for early adopters of technology.”
On this episode of Tech Qualified, Cassidy explains how he’s restructured and reinvigorated Narrative Science’s marketing team since joining 18 months ago, and why a subtle marketing approach works for the brand.
“It’s been largely that strategy of building content we feel is valuable and providing experiences, and putting our people first so we’re seen as humans, which is critical to establishing that trust and relationship. People then get comfortable taking the next step, which is, ‘How can you help me?’”
“We’ve all made mistakes together: This has not been a smooth ride. Through that process of success and failure, we’ve all seen the team grow. We’ve been able to get people in the right position where they maximize their value. I think we’ve done a good job, as an entire company, of pushing responsibility and accountability in all parts of our organization, of really empowering the team to be accountable for their pieces. And we’ve hired good people who have really stepped up.”