As marketers, we’re storytellers for the brands we represent. York IE’s Marketer Spotlight series focuses on the individuals crafting stories, orchestrating go-to-market strategies and executing across all channels. They embody their brand, laying the groundwork for scalability. Join us as we uncover the story behind the story with the top marketers in SaaS.
Here we talk to Kristen Stoneman, marketing director at Ark Technology Consultants:
Everyone has a story. What’s yours?
My journey into marketing began in the entertainment industry as a professional DJ, where I honed my skills in promoting myself through social media and other marketing strategies. Leveraging this experience, I transitioned into the corporate world. At Ark, I handle all aspects of our marketing efforts, from planning and hosting in-person and virtual events to creating content for social media, developing marketing campaigns, video editing, and website design. Additionally, I manage market development funds from our partners and work closely with our sales team to provide marketing support, fostering business growth, and strengthening relationships.
What do you love about B2B marketing?
What I love most about B2B marketing is the unique challenge and excitement it brings. I enjoy crafting tailored strategies that address specific business challenges and drive real, measurable results. The opportunity to engage with knowledgeable professionals, create impactful content, and develop comprehensive campaigns that contribute to our clients’ success is incredibly fulfilling. Additionally, the dynamic nature of the industry keeps me constantly learning and innovating, which I find both stimulating and rewarding.
How do you derive your goals for marketing? How closely are you tying with company KPIs?
Deriving marketing goals in the tech world involves a strategic approach that aligns with the overall objectives and key performance indicators of the company. You must first understand the company objectives and specific KPIs. I like to do this by collaborating with sales leadership first. Another way I derive my goals is through market research and competitor analysis.
How do you reach your audience?
We like to reach our audience mostly through our LinkedIn page. We do quite a bit of email marketing as well. Most of our outreach is done in person via our sales reps who drive attendance to in-person and virtual events. I am behind the scenes creating the visual materials to increase attendance as well.
What’s the biggest challenge you’re facing today as a marketer, and how are you overcoming it?
One of the biggest challenges I face as a marketer in the tech industry is staying ahead in a rapidly evolving landscape. With constant advancements in technology, shifts in consumer behavior, and the ever-changing digital marketing ecosystem, it can be difficult to keep strategies current and effective. I overcome this by continuing to learn and adapt to the ever-changing environment, collaborating and networking, and creative problem-solving. By embracing these strategies, I can effectively navigate the complexities of the tech marketing landscape and drive meaningful results.
