This week we feature Neelam Agarwal, Head of Marketing at Trilyo. Trilyo enables you to engage your customers and reward them for brand advocacy, not just at every spend, but with every interaction.
In this interview you can read more about her work at Trilyo, favorite marketing tools, productivity tips as well as her advice for budding marketers.
Your location: San Francisco, California.
Your favorite gadget: Amazon’s Alexa. It has exceptional voice recognition capability and its range of continuously growing skills amazes me.
You start your day with: Two glasses of water for my body to rehydrate after night’s sleep and 10 mins of meditation for my mind.
Your favorite time-saving trick: My adaptation of Pomodoro technique.
Your top 3 blogs you read daily: Social Media Examiner, Marketo, American Marketing Association.
Describe an average day at Trilyo?
Just like every company wants to make great profits and returns, we at Trilyo believe that it’s a choice as to how to achieve that. The team plays a great role. I start my day by getting the sales and marketing team together to discuss pitfalls and opportunities. As a marketer myself, I strongly believe that gaining insights from our sales team is important as they are constantly at the customer front. Everyday at Trilyo is a new day, with new challenges, which brings me to say there is no such average day at Trilyo. Our team is extremely enthusiastic and everyday we do something different to bring in change that greatly affects us and brings value to our customers.
As a Marketer what are some of your favorite productivity hacks?
Reading daily updates on “What’s new in Marketing” is how I start my day. It keeps me updated with the latest trends in marketing. I use apps like Inshorts to skim through daily news quickly. Pomodoro technique helps in focussing on a task in hand, and tools like trello help me focus on the big picture. For being productive, its very important to disconnect from work periodically. Over the weekends, I keep myself involved in games such as badminton, swimming or outdoor activities like hiking and long distance biking amongst others. This keeps both my body and mind active throughout the week.
As a person who is well-versed with online marketing/ inbound, I’m sure you rely on a few marketing tools to automate your efforts. What are the top 3–5 tools you use?
We use Hubspot Marketing Tool for all marketing communication. It’s great in terms of tracking, providing analytics and managing workflows. We also use tools like Screaming Frog, Moz etc for Search Engine Optimization which helps us to monitor website analytics. Tools like Simply Measured, Fanpage Karma etc help with social media analytics. Although not a marketing automation tool, but Trello is a great tool to plan each bit of marketing. As I already mentioned before, it helps focus on the big picture.
Your company has a growing community of users. How do you use this treasure trove of customer insight to power your marketing efforts?
We understand the demographics and behaviour pattern of our customers- where they come from, what interests them, what time do they prefer etc. We then create buyer personas of our customers so that we understand whom we are actually targeting. This helps us in targeting new customers and retargeting the existing users making our marketing communication very focused, effective and result oriented.
What is your strategy for getting people to your site and then converting them to a customer?
As a chatbot service provider, it is very important for our customers to see value in what offer. We are changing the traditional way of how brands connect with their customers. We first raise awareness about the need for the product. Following which we give them an opportunity to try out our product to see if its a best fit for their business. We go extra mile to ensure our customers love what they get and get what they love.
Is there any advice you’d like to give to budding marketers to help them work smart and stay productive?
Marketing involves creating content that benefits your customers. Discover tools and channels that can simplify your everyday operations as a marketer. It is not just about creating awareness or branding, you have to make sure that you get a fair amount of returns on your investment. Results don’t show up overnight, but over time. So be patient and creative in everything you do.
How do teams at Trilyo have fun at work/ make work fun?
All work, no play makes Jack a dull boy. Hence, at Trilyo, quite justifying this popular saying, we promote a work culture that involves enough fun time for our team. We have various options of games that our team can take part in, whenever they need a break. We have a dedicated game room with games like Table Tennis, Foosball, amongst others. Apart from this, we also have team outings on special occasions and birthdays. This helps in keeping the team atmosphere light and helps team members bond with each other.
A big thanks to Neelam for taking the time out to answer these questions! If you haven’t already, we highly recommend that you check out Trilyo.
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