An interview with Ryan Stack, Marketing Director (US) at Signzy
We sit down with Ryan Stack, Marketing Director (US) at Signzy. Signzy is a market-leading platform that is redefining the speed, accuracy, and experience of how financial institutions are onboarding customers and businesses digitally.
How did you end up at Signzy and what problem does Signzy solve for its clients?
Signzy solves multiple problems for our clients. As a provider for AI-powered digital onboarding solutions, we help our customers reduce fraud, minimize costs and increase automation in the approval process, leading to a decrease in turn around times as well as customer drop-off. We decided to tackle this problem as we saw there weren't any companies that tackled both customer and business digital onboarding with a smooth, seamless and uniform solution.
As the Marketing Director (US), what are your main responsibilities at Signzy?
I am in charge of go-to-market and marketing efforts and everything that falls into those buckets for the US region. As a start up that means I can have a great variation in tasks though and two days rarely look the same. Joining customer calls, creating press releases and blogs, attending events, among many other objectives that shift based on business needs and new opportunities.
To get a bit more technical, which methods work best for making people aware of and interested inSignzy , and why do you think they work so well?
This can vary based on who as well as what medium we are engaging them on. In general, I think it always helps to be able to showcase our solution. There always seems to be an "aha!" moment when viewing our platform and what it is capable of doing. Aside from that, making sure that we are catering our deliverables to the understanding of the person we are talking to helps as well. Digital onboarding is very involved and can be very complex and overwhelming if you don't tailor the message correctly.
At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the high-level marketing-related strategy of your organization, and what key elements contribute to its success?
Currently, most of our activity comes from events and conferences, ads and organic traffic. Events are probably the most vital in the US, as it allows us to build relationships and an opportunity to be memorable. You would be surprised how many people are willing to at least entertain a meeting based on those two factors alone. As a global company still early in its' journey in the US, this is very important for us.
What marketing tactic have you employed at Signzy or past companies that you feel is often overlooked by marketing teams, and what makes this technique effective in your experience?
This can vary and I think is dependent on what your model is and what you are currently doing. If I were to give one primary piece of advice that I think everyone should consider though, it would be to ensure your website is offering a clear and concise message as well as a seamless and smooth experience. If the first thing you interact with leaves a bad impression it will be very hard to win that trust back or change conceptions - wether they are accurate or not.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
We have utilized this as part of our pre-event marketing strategy, to great effect. I think this also has worked very well for us, as we have an immediate call to action with a very low cost for them - stop by our booth and have a chat about digital onboarding. This will take no more than 10 minutes and they will be at the event anyway. We also try to incentivize this with great swag and other offerings as well.
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