Introducing a new platform for strategic growth
Tomer Azenkot first became familiar with York IE at his previous job, where he was chief revenue officer for one of the firm’s clients and portfolio companies. So after joining digital customer experience platform provider Vee24 as CEO, he turned to York IE for help redeveloping its marketing strategy.
“I saw us engaging with York IE as having a dual purpose,” Azenkot said. “Number one, to give an outsider’s view on what’s working well, what’s not and what we should be doing based on what other companies in our space and at our stage are doing. And number two, for our relatively new marketer to learn from people who have done it successfully before.”
Here, Azenkot talks more about creating a strategy with York IE’s Marketing Communications team:
I liken working with York IE to hiring a personal trainer. It’s easy to say, “I’m going to the gym three times a week” and then find reasons not to go. But if you have that personal trainer appointment, it forces you to stay on schedule, because someone else is going to hold you accountable.
Especially in a smaller team where you’re trying to do a million things at once, that’s really valuable.
The first thing that we did, which was identical to what I had experienced at my previous company, was a messaging hierarchy exercise. It really forced us to rethink, “How do we want to position ourselves?”
It also gave us a tool to have internal conversations as to what we want to communicate with our marketing in general. And it was really effective.
The York IE team helped us put content together. We had the ideas, but we didn’t have the resources to do it. Having an external partner helped us focus and — again, I use this as a positive term — forced us to consistently create that content, post it on our social media platforms and push it out to third parties. We wouldn’t have been able to do that on our own.
York IE also helped our marketing team come up with ideas. They had follow up questions: “What is the message that we want to communicate?” “What is the value that we’re creating for our customers?” And that really helped our brainstorming sessions.
We had a focused, three-month engagement with the very specific purpose of setting the strategy for the year. And the act of putting that all down on paper has had lots of benefits beyond when the engagement ended. We have a schedule of content to create all year.
I’m a second-time partner of York IE, and it’s not going to end here. I really liked every single person we worked with on a personal level. It was an enjoyable partnership.