An interview with Zoë Smits, Global Marketing Manager at Cape
We sit down with Zoë Smits, Global Marketing Manager at Cape.
How did you end up at Bycape and what problem does Cape solve for its clients?
I started at Cape as a marketing intern and stuck around after that because I really enjoyed the fast-paced environment of a tech startup. At Cape we make digital marketing a breeze for marketers, designers, and agencies. We provide smart solutions that help bring advertising ideas to life so our clients can focus on strategy optimisation, crafting the perfect message and awesome designs. Campaign automation isn't one-size-fits-all, which is why we create truly tailored solutions to fit every advertiser's unique challenges and use cases.
As the Global Marketing Manager, what are your main responsibilities at Cape?
As a Global Marketing Manager at Cape my role is pivotal in driving the company's marketing and sales efforts across the globe. I oversee and manage all marketing and sales content for our worldwide sales team, spanning across 10+ countries. A key aspect of my responsibilities involves developing a comprehensive content marketing strategy for our online channels, including our website and various social media platforms, to effectively engage and attract our target audience. In addition, I am accountable for establishing and maintaining a strong brand identity and positioning for Cape, to ensure consistency and resonance throughout our marketing initiatives. This entails conducting market research to identify emerging trends, consumer preferences, and competitor analysis, enabling us to stay ahead in the dynamic SaaS market. I also take charge of managing all public relations activities, fostering relationships with key media outlets, and leveraging opportunities for awards and events to enhance our brand visibility.
How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?
I believe in a truly collaborative approach, where marketing and sales work closely together so we can stay on top of any industry trends and changing client needs so we can act accordingly. Our product is not a one-size-fits-all, and this is also entails in our sales and marketing efforts where we apply a customer-centric approach that we tailor per lead to make them feel seen and heard - which also increases customer loyalty once they become clients. On top of that I am constantly reviewing my own marketing efforts to see what works best and where we can do better.
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 Cape, and what key elements does it encompass?
We mostly focus on content marketing and ABM, where we ensure that we have very specific content for all our target audiences, whether that is a marketer in the travel industry or a designer at a creative agency. We also highly value attending and speaking at events, so we can focus on the human connection and generate high quality leads.
What is an efficient marketing technique that you've implemented at Cape or previous companies, which you believe is underutilized by most management teams - and why do you think that is?
At Cape we prioritise video marketing to showcase our product demos and engage with our audience through social media channels - or even to use the videos as part of cold sales. As a B2B SaaS platform with limitless possibilities and diverse use cases, we recognise that the visual aspect is often more compelling than just talking about our product. Videos capture attention, convey information effectively, and have a lasting impact on viewers. By leveraging video marketing, we can demonstrate the capabilities and benefits of our platform in an engaging and persuasive manner to drive sales and enhance customer experience.
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 experiment with cold email and cold calles constantly to see what works best and learned that these tactics also greatly differ per country/market we are operating in. As we operate globally, we try to change our strategy per market to find out what works best in terms of tone-of-voice, email length and level of personalisation.
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