Building a Data-Driven Marketing Strategy with Luke Farrugia, VP of Marketing at ScreenCloud

Welcome back to Wavelength. In this episode, Luke Farrugia, VP of Marketing at ScreenCloud, the market-leading digital signage platform, discusses the changing role of marketing leaders and why you need to get your data strategy started from day one.

To learn what Sam Altman's testimony to Congress tells us about public relations, listen to the last episode of Wavelength.

Strategy in a Volatile Market (2:05)

Luke discussed the changing buyer's journey in the post-pandemic market and how ScreenCloud adapted its marketing strategy to stay ahead of the competition.

Emerging from the Pandemic (4:39)

Luke laid out the impact of the pandemic on ScreenCloud's growth. Despite the energy crisis faced by Spain and Germany, ScreenCloud experienced accelerated enterprise growth of over 90% during the pandemic. The marketing team chose to pivot towards enterprise clients after conducting thorough research on frontline workers and their needs.

The Role of Technology in the Workplace (9:40)

We discussed the importance of investing in technology that empowers frontline workers, who make up a significant portion of the workforce. He discusses how ScreenCloud designs its digital signage solution to cater to the needs of frontline employees, considering the role screens play in the workplace.

Effective Employee Communication (15:00)

We talked about the significance of effective internal communication, putting employees at the centre of an omnichannel communication strategy and taking into account the different mediums through which we can present and share information.

Influencing Employee Behaviour with Screens (20:58)

Luke shared insights from a literature review carried out in partnership with the University of Durham's behavioural insights team, who use a framework called EAST (Easy, Attractive, Social, Timely) to influence behaviour. He provides an example of how the principles of this framework can be applied to digital signage in the workplace, explaining how to use nudge theory in marketing strategies.

Will Today's CMOs be the Next CEOs? (41:05)

Luke explained how marketing leaders are now expected to play a crucial role in all areas of the business, involved at every stage of the customer journey. He highlights the importance of having an effective data strategy to prove ROI for your marketing efforts and how, at ScreenCloud, marketing functions almost as an agency within the organisation.

Prioritising Marketing and Business (47:31)

We discussed the challenges faced in prioritizing marketing efforts. He advises developing a solid day strategy and mentions their recent hire of a Revenue Operations Director to strengthen their data strategy. Luke also expresses the need for a data strategy and governance to further enhance ScreenCloud's success.

Thanks for checking out this episode of Wavelength! Stay tuned for our next episode. If you'd like to be featured on an upcoming episode, get in touch with us today.

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