With so many exciting brands in our client portfolio, we’ve decided to shine the spotlight on a different one each month! But we don’t want to put words into anyone’s mouths.
So, as part of our regular Q&A series, it’s over to Stuart Clarke, festival director at Leeds Digital Festival (LDF), to tell us more about their company, their use of marketing automation and their comms goals for the year ahead…
1. Describe your company in your own words
We’re an open platform, not-for-profit tech festival which aims to celebrate the incredible talent and innovation we have in the Leeds City Region. With collaboration at our heart, we’re the most inclusive tech event in the UK – and the largest outside of London.
2. And why is marketing automation important for your brand?
From our small beginnings in 2016 – where we staged 56 events – we’ve since had 240 events in 2019 and a total of 428 events, over two festivals, during a Covid-disrupted 2020. This growth has meant we’ve had to explore ways of being more efficient and effective in how we communicate with our partners, whether they were event organisers or attendees.
3. Why did you choose Force24?
Being a Leeds-based firm, we’ve been aware of this brand for a while. When we were looking for potential marketing automation platforms to help us with our digital comms, we put them in the mix and – alongside large global brands – Force24 came out on top.
It’s an intuitive tool that’s easy to make sense of, and the excellent training we received from the off has really helped us to get the best out of it. This was really important, because our small team changes regularly, so we can’t afford to spend hours training new members on how to use our various systems. Whenever we’ve run into a problem, the team at Force24 has been there to help.
4. Describe our marketing automation platform in one word?
5. And your favourite feature?
Drag & Drop.
6. What’s your biggest challenge as a marketer?
Keeping up! There are so many new platforms and ways to communicate with customers today. The key is to find the right tools for the job and the right channel, so you know your hyper-personalised digital comms are landing in the right person’s inbox, at the times they’re most engaged.
7. But what do you love most about your job?
Every day is a school day! There’s always something new to learn and someone new to connect with and gain knowledge from.
8. Do you have any specific comms goals for the next 12 months?
LDF 2021 will probably be a hybrid affair – with some physical events to complement our virtual sessions – therefore we need to make sure our digital comms reflects this ever-changing state.
We’ll also need to look at how we communicate with the increasing number of international attendees (we had online visitors from over 60 countries in 2020).
9. What’s the top skill that a modern marketer needs?
Curiosity – what’s out there, what’s coming next and what’s going to help your customers.
10. And your must-know marketing tip?
Come along to the LDF 2021 from April 19th to 30th… and you might just find out!
As well as being LDF’s festival director, Stuart Clarke runs Paceline marketing consultancy which works with tech startups and scaleups.
If you’re a Force24 client and you’d like to take part in this Q&A, drop a quick note to our PR team and they’ll take it from there.