This month, Rose went on the record with Josh Martin, Perfect Sense Vice President of Marketing. Rose & Josh spoke about his leadership of the company's marketing efforts and the impact of those efforts on Perfect Sense's continued growth. They also touch on some of his interests outside of the office, including his founding of Product Tank NoVA and passion as a maker.
How long you have been working at Perfect Sense? What brought you here?
I have been at Perfect Sense for a little more then a year. I was looking for a product I could connect with, use everyday and demonstrate. Brightspot matched everything I was looking for from a product perspective and the office, company culture and executive team gave me the confidence that I could be successful here.
Tell me about your Perfect Sense's marketing strategy and your role on the team?
I am leading the marketing team. We have a laundry list of activities we are working on, but right now our main objective is to provide more qualified leads to the sales team. This requires having a data orientation, watching metrics closely and having a willingness to experiment. One important element in this is having great content and use different channels to reach our audience. Once they've found the content and feel that they can trust us, we can start communicate with them specifically about Brightspot. For us, it's about how do we become a trusted partner so when they are ready to buy, they buy from us.
How do you think Brightspot stands out from other publishing platforms on the market?
I think one of the critical differences is ease of use. If you talk to anyone who has used a different platform, you'll hear how hard they are to use. Publishers have to call consultants to make simple change to their websites or finding an image requires someone to dig through ten folders. What we've done with Brightspot is make it simple for non-technical user to create great content in a simple-to-use platform. We give users so many features that would be so hard to access in other platforms. In Brightspot, you can do more with less assistance.
What traits are most important to making you successful at your job?
A willingness to fail. So much of marketing today is experimentation. Not everything will be perfect the first time but all the insights gained from failure help you land on the right message, the right people and the right prospects. Tracking performance and acting nimby is really essential. Sometimes you just have to say "I was wrong" and choose the right path instead.
What inspired you to pursue a career in marketing?
Marketing is covertly complex. There are so many moving parts. To move a single lead from filling out a form to getting a call from a BDR requires more than 5 systems. I like tweaking, testing and measuring so the complexity- understanding what levers to pull - keeps me engaged daily. There's always a bit more you can do to improve. As a Product Marketer at heart I love the idea of unique ways to position a product to set the organization up for success. They may seem unrelated but they are inextricably linked.
I read that you are one of the founders of Product Tank NoVA. Can you tell me more about the organization?
Mind the Product is an overarching organization that provides ongoing education for product marketing and product management professionals. I found it was hard to find a strong community of product professionals in Northern Virginia. NoVA Product Tank is a quasi-monthly meet up for professionals to talk about the challenges they are facing, provide answers and support, and network with new people.
Besides the people, what is your favorite part about working at Perfect Sense?
We have a lot of opportunities to impact the business through marketing. Marketing at larger companies can often be a small blip, but here, the marketing team can drive future revenue growth for the business. Seeing the company grow based on the efforts of the marketing team is pretty cool.
What are your favorite activities or hobbies outside of the office?
I do not have a lot of time because I have two little kids, 6 and 7, that take up most of it. We spend a lot of family time traveling- one of our family favorites is Disney World. I also do a lot of maker stuff in my free time. I like to design and build things.
What was the last book you read? Would you recommend it?
The last book I read was 11-22-63 by Stephen King. It was a really interesting book. I find the idea of how small changes can have a big impact. Maybe that's why I decided to go into marketing!