Get to know Hannah Stone, Marketing Coordinator for Data Platforms at InterSystems, in this instalment of our Q+A blog series. Here, Hannah explains the importance of marketing data, how virtual events are providing valuable insights, and her past as a table tennis pro.
What’s your job role at InterSystems and how long have you worked for the company?
I’m currently the Marketing Coordinator for Data Platforms, but I initially started work at InterSystems in 2017 as a PA to the Marketing Director in the UK. It was from there that my interest in marketing began. After two years, I was given the opportunity to move into the marketing team as a coordinator working across all business units and I then moved into a more focused role working on the Data Platforms side of the business.
What attracted you to the role/business?
The company culture, the people, and the world-class solutions that help ‘save lives’. I believe that the people are InterSystems’ best asset. The fact a large majority of employees have been working at InterSystems for 10-15 years shows just how engaged they are in their roles. Also, positions evolve which allows you to grow with the company and continue to feel fulfilled.
What do you like most about your job?
For me, the variety of work and that one day is never the same is the best thing about my job. One aspect of my role I do really enjoy (or should I say ‘did’ enjoy given the current climate) is organising and attending industry events. Unfortunately, in-person events have been heavily impacted by the current pandemic, and we have been challenged with finding the best way to digitally replicate the success of a physical event.
However, I have learnt there are benefits to shifting to virtual events through my recent work within higher education and experience organising a live webinar as it enables you to capture real-time, rich buyer insights. Everything is captured during virtual events: what sessions people attended, for how long, what questions they asked, what content they downloaded, and even how many times they came into the environment. You get so much more than a badge scan or simply a name. The event may be digital but the insights you get about people are real.
What is your main motivation in your work life?
Every day brings something new and different and that keeps me motivated. I like learning new things and finding innovative ways of approaching problems or helping the team solve an issue. My colleagues are a motivation to come into work every day and I enjoy discussing ideas on how we could do things better. It’s important to have fun and laugh along the way, too.
How has this year changed the way you engage with customers?
We have had to quickly adapt to new ways of working, adjust our marketing strategy and tactics, and find alternative ways to engage with our customers. Social media has been really important during the COVID-19 crisis as people are turning to apps and social channels to keep them entertained, connected, and informed while they’re spending more time at home.
Social media has also allowed us to get to know our audience better whether it’s existing or new customers. We have expanded our strategy and have been exploring how our customers react to different types of content, adjusting post times and frequency, and other creative engagement methods. The relationships we build through effectively knowing and meeting customer needs will endure long after the crisis has passed.
How is data important to you in your role?
The competition between businesses in the current digital era demands utilisation of data to accurately target audiences with the right messages. In this day and age, there is no excuse for not knowing what your customers want as there’s such a wide variety of tools available for marketers to capture a range of data at various stages of a marketing campaign. Marketing data helps us develop the products and services that our customers need and helps us identify the best way to sell them.
Do you see AI as playing a role in marketing, either now or in the future?
Advancements in AI are offering organisations a method of leveraging customer data and using concepts like machine learning to anticipate a customer’s next move. AI can help us build more effective marketing strategies, improve the customer journey, and change the way businesses attract, nurture, and convert prospects.
Tell us something about yourself that your work colleagues wouldn’t know!
When I was 12 years old, I played table tennis (otherwise known as ping pong) for England. It’s not something I tend to bring up when talking to colleagues but if I ever see a table, I’m first to challenge someone to a game! I had a lot of fun travelling around the country playing in tournaments and going to England training camps at Lilleshall National Sports Centre.