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Interviews 2013 - 2016

How Marketers Stay Productive: Yael Slater of WalkMe

June 16, 2016

This week we feature, Yael Slater Content Marketing Director at WalkMe– the leading digital guidance and engagement platform that simplifies the user experience. Yael has years of experience in content and technical marketing.

In this interview, you can read more about her work at WalkMe, favorite marketing tools, productivity tips as well as her advice for budding marketers.

Your location: San Francisco, CA

Your favorite gadget: Kindle

You start your day with: Freshly ground coffee

Your favorite time-saving trick: Repurposing text-based content into infographic and video- based content

Your top blogs you read daily: Hubspot , For Entrepreneurs , SaaStr

Describe an average day at WalkMe?

An average day is where I come into the office and start reviewing the top blogs in the fields that we write about. These include user experience, customer success, customer service, employee training and SaaS. I look for ideas that are trending across blogs and cutting-edge ideas about the future of the industry. Once I’ve identified the ideas that I feel will truly bring value to our target audience, I meet with our content writers to explain the structure of the content piece to be written and the different ways it can be repurposed. The piece of content is written, I edit it and send it off to our Social Media Manager. That’s an average day.

As a startup founder/ marketer, what are some of your favorite productivity hacks?

The best productivity hack always is, and will always remain, quality over quantity. We’ve substantially decreased the volume of articles that we produce so that we can focus on producing high-quality, longer-form content that people actually want to read. We cut through the clutter with posts that are, first and foremost, helpful and compelling, rather than promotional and product-centric. By producing less but better, we’re getting higher value for our money, getting higher volumes of traffic and not diving ourselves crazy.

As a person who is well-versed with online marketing, I’m sure you rely on a few marketing tools to automate your efforts. What are the top 3–5 tools you use?

1. Oktopost for automated content sharing on social media channels and analytics on which campaigns were the most effective.

2. The WalkMe guidance and engagement platform internally to encourage employees to share our content pieces. The platform sends Shoutouts (notification pop-up) to employees once a week, with a pre-written blurb and URL link to our best piece of content that week, to be shared on Facebook and Twitter. Then, employees can easily share these pieces with their contacts on social media and the company can reach previously untapped circles of potential customers.

3. Salesforce CRM to track leads per article, per ecosystem, per banner etc.

Your company has a growing community of users. How do you use this treasure trove of customer insight to power your marketing efforts?

We post customer testimonials and customer case studies on our website to share as social proof. Many of these are actual video interviews with the customer. Here, customers actually share quantifiable results that they’ve realized. We had the North America Sales Operations Leader of Stanley Black & Decker explain how the company uses WalkMe to rapidly onboard new Salesforce users, the Director of Training and Support explains how WalkMe reduced incoming support ticket requests and the Marketing Manager at Royal Canin Canada talk about how WalkMe streamlined the onboarding and adoption process. These success stories are especially useful for convincing customers in the later stages of the customer acquisition funnel.

What is your strategy for getting people to your site and then converting them to a customer?

Getting people to our site isn’t that easy because WalkMe is a unique product that opened up its own market. We are gradually building our market presence which means that there are still plenty of business out there that haven’t heard of us. And there are plenty of people who may not necessarily be tech-savvy or understand cloud-based solutions, and don’t know how easy a solution like ours is to use.

It’s our job to get customers aware of our presence and show them how easy a cloud-based solution is to addressing day-to- day common problems. How do we do this? By providing quality content that is both informative and entertaining that speaks directly to customer success managers, employee training managers, SaaS entrepreneurs, etc. For example, we have a series of posts to help our audience become successful in their careers. And once they’re on the site, they’re exposed to our product and are invited to download a free demo.

Is there any advice you’d like to give to budding startup marketers to help them work smart and stay productive?

Allocate key performance indicators for every area of content marketing. To measure the quality of our posts, we use Google Analytics to track time duration per page, page depth and bounce rate. We use Oktopost to measure social traffic per article and Salesforce CRM to measure leads and opportunities per article. We use a Share bar on our blog to measure share statistics. All of these statistics combined tell us how successful each article was so that we know what has struck a nerve with our target audience. We replicate only the successful formulas so that we’re working smarter.

A big thanks to Yael Slater for taking the time out to answer these questions! If you haven’t already, we highly recommend that you check out WalkMe.

The ‘How Marketers Stay Productive’ series asks marketers their tips & strategies for staying productive. Every week we’ll feature a new guest and the tricks that keep them working smart. Know someone you’d love to see featured? Email Us.

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