Technical Marketing For Fun and Profit with Elad Hefetz

technical marketing
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Elad Hefetz is the COO of AirFleet, a company that provides on-demand coding teams for marketing firms. For example, they can take care of CRM integration if you’d like to offer that to a client, or handle all the technical SEO details that many agencies and consultants don’t have the manpower to manage themselves. 

Partnering with AirFleet allows in-house marketing teams to do more. It allows agencies to scale up. It’s just the kind of partnership that Jamar Ramos talked about building when he visited the podcast.

Today Elad talked about some of the challenges businesses face when it comes to technical marketing, as well as some of the issues that have arisen within the sphere recently. 

The highlights:

  • (3:14) Challenges that businesses run into when it comes to technical marketing.
  • (8:20) The importance of personalization.
  • (10:18) Personalization and privacy.
  • (14:13) What companies need to know when offering services outside of their own expertise.
  • (17:20) Elad’s causes.
  • (19:21) How remote companies can create a strong company culture.

The insights:

What challenges do businesses run into when it comes to technical marketing?

One challenge would be getting technical data set up correctly.

“It’s how Google really sees the website. You really want your website to be focusing on how Google will see and experience it, not just how the customer will experience it. You have to optimize for both.”

A lot of companies don’t know how to get that setup, or don’t know how to set it up to best advantage.

Indeed, many companies find focusing on any part of the technical marketing experience to be a major challenge.
 

“There’s an entire marketing suite of technical tools and you want to connect them. [For example], you really want to provide for your customer and audience through personalization, or a really smart experience, so just being aware of the different possible integrations, that’s a major advantage.”

Personalization versus privacy

Personalization can provide some really big advantages. 

“You want the customer journey to be customized. You want the customer to see the relevant content for them. When they visit again you really want to have again another personal experience, so you really need all the information you have about the customer from different analytics tools and different marketing automation tools.”

 

Elad says this really increases the engagement on a website and provides a delightful experience, but it takes a lot of tools and a lot of technical acumen to make it happen.

Yet he does say it’s possible to take all those personalization efforts a bit too far.

“I’m okay with other companies knowing or tracking my behavior, but not attributing it to me as Elad. I don’t want the salesperson to say, oh yes, I see that you visited our pricing page yesterday. I’m okay with them knowing I’m interested in a specific industry or topic.”

 

Garrett asked how much personal identifying information (PII) is factoring into services that AirFleet is offering.
 

“It’s something that customers are more aware of. They’re also very aware of privacy laws from country to country and being compliant with everything. Some companies just go, okay, we’ll try not to collect any personalized data, and that’s it. It really depends on the company, but I do see people talking about that.”

What do companies need to know when offering services outside of their own expertise?

Elad says first, it’s important for everyone involved to be super principled.

Second, he says it’s important to align expectations.

“What you’re going to get. How the project is going to work. Communication. Make sure everyone’s aligned and realizes what’s going to happen.”

He also says he finds it important to explain what he does. 

“Even if you don’t understand the how, you should understand the what. What’s going to happen? What am I going to get? What will be the deliverable at the end of the process?”

He says as long as everyone understands the process it’s not important for everyone to understand the “bits and bytes.”

He also says when he speaks with customers he asks things like: What’s the business goal? What’s the outcome? What value are you going to get?

“We don’t focus on words like ‘API’ or ‘javascript library.’ They don’t care about that.”

He also says he had to work hard to shape the conversation around how his company was perceived.

“When I started three or four years ago many customers called us a development company. No, we’re a tech marketing company. We try and understand the business. We try and understand the marketing aspects. Tech is just an implement, a tool. It’s not what we do. We like tech. We like development. But that’s not what we do. We do marketing by using tech.”

How can remote companies create a strong company culture?

One way is to open Slack channels that encourage people to talk to one another. For example, AirFleet has a COVID channel.
“We have people from around the world asking each other what’s going on in Russia, what’s going on in the UK? What’s going on in South Africa? That really pulled people together, to share their experience.”
He shared a story of an outpouring of support that came in for a developer in Italy when that nation was at the height of its COVID crisis. “That was really beautiful for me.” He also says they try to have quarterly or all-company meetings to share what the company and individual people in the company are doing. Finally, he says the work itself brings them together.
“Everybody is passionate about marketing and tech, and that brings us together.”

What’s your right now cause?

Elad is passionate about encouraging companies to adopt remote work options even after the Covid-19 pandemic has passed.

“Let people choose. Maybe they want to come into the office just once a week. With better communication and better workflows you don’t really need someone to be next to you to shout and say: hey, what’s up with that.”

He says that offices are more for the social aspects of building a company, for having fun together.

Connect with Elad Hefetz

Want to contact Elad? 

Garrett Sussman

Garrett Sussman

Garrett is the head of content at Traject , a suite of digital marketing tools, and host of the Agency Ahead podcast. When he's not crafting content, he's scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

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