Episode Summary
Unlike most SaaS professionals, Aaron Stillman didn’t end up in software because it was a longtime passion. Instead, he wanted to drastically increase his fresh croissant intake. In other words, he saw his first SaaS job as an opportunity to live in Paris while developing his product management — and eventually marketing — abilities.
That first role kept him in the global market, where he now works for international customer experience optimization platform AB Tasty as its “director of storytelling” — or, as some prefer to call it, director of product marketing.
On this episode of Tech Qualified, Aaron discusses the importance of using a multitude of marketing tools to reach customers and why it’s vital to pay attention to which tools are most appropriate for a particular moment in time. Currently, the tool he finds most effective is video.
“Video’s really a first-class citizen for us,” Aaron says. “I want to make sure that our story gets across in a video in a way that will have that human impact when somebody watches it. When people log in to use our platform and … create a personalization campaign, they’ll receive a video helping them understand the key value propositions and the how-tos of using the product.”
Guest Profile
- Name: Aaron Stillman
- What he does: As the Director of Storytelling at AB Tasty, a global B2B customer experience optimization platform, Aaron uses his background in account management and market research to not only market this SaaS company’s product, but to define terms like thought leadership.
- Company: AB Tasty
- Noteworthy: Aaron speaks both English and French, which is particularly helpful as an international marketer who plans on moving back to Paris.
Key Insights
- You won’t be successful if you don’t reach out to customers through a variety of channels. Whether it’s through video or word of mouth, you can’t just pick one method when trying to get a potential customer’s attention. You have to take advantage of all the resources available and use them thoughtfully.
- There is an ebb and flow in the success of marketing tools. For example, there’s been a recent resurgence of email as a popular marketing tool. It’s up to marketers to pay attention to what the most effective way to reach customers is at any specific moment in time.
- Customers will come back if they feel connected to your company. Marketers can connect with customers in a variety of ways, but Aaron says videos and quarterly business reviews are two of the most effective for him.
Episode Highlights
- The different ways AB Tasty takes customers on a journey
- How video brings a human element to a SaaS company
- Why AB Tasty is positioned to help companies facilitate an Amazon-like experience
- Adapt to whatever tools work for your customers in the moment
- Connecting with customers takes more than basic communication