An interview with Sidsel Forchhammer, Head of Marketing at Twentythree
We sit down with Sidsel Forchhammer, Head of Marketing at Twentythree.TwentyThree is the only European player in the quickly growing video marketing platform category. Companies upgrade to Twentythree when they’re ready to Get Real with Video.
How did you end up at Twentythree and what problem does Twentythree solve for its clients?
I joined TwentyThree because I share the vision that video is now the most fundamentally human way to communicate and create lasting connections in a digital and impersonal world. Our video tools are used by marketing, sales and customer support teams around the world to bring their companies into a video-driven world. Featuring the market’s most-loved webinar platform, and a suite of powerful tools for hosting and managing videos on websites, gathering leads, analyzing videos’ performance and much more, TwentyThree is the essential platform to Get Real with Video.
As the Head of Marketing, what are your main responsibilities at Twentythree?
I am leading the demand generation, inbound lead generation, and brand awareness at TwentyThree. And of course, making sure that we create a lot of great video content along the way.
How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?
The key is transparency. That everyone internally in the team knows what we are doing and why. Running OKRs and sprints with a clear line leading back to the overall strategy. That every one of external agencies and collaborators has a clear briefing on the strategy and the expected outcome of each activity. That Sales get insights into the value that our activities bring to the sales game and that we include them in messaging for ads, etc. That we include all parts of the buyers and customer journey in our marcom so that it is clear what the "job to be done" is at every stage of the journey.
At ColdFire, when we look at our clients' Marketing and Advertising 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 overarching revenue-focused strategy of Twentythree, and what key elements does it encompass?
We are focused on creating a community around video marketing and to drive the field of video forward. That sets us apart from the competitors. And we do believe in organic growth more than feeding the tech giants for rapid growth. If you create value for the receiver by creating a lot of great content and events then you win in the long run.
What is an efficient marketing technique that you've implemented at Twentythree or previous companies, which you believe is underutilized by most management teams - and why do you think that is?
It was already a big part of TwentyThree's marketing strategy when I joined, but I think that more companies should have the same approach = Valuing long-term efforts higher. If you only focus on the short-term ad campaigns you might get quick value but for a high price. And often it ends up being an inside-out perspective rather than focusing on how you can help - and create that content that will drive demand and create a community that is loyal and that could become ambassadors for your brand.
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 a skilled outbound team. They are achieving great results by a good prep, comptetitor kill cards and doing their research before reaching out. Quality over quantity.
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