B2B Marketer Spotlight: Amanda Maksymiw, Content Marketing Director, Fuze

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[vc_row][vc_column][vc_column_text]Amanda Maksymiw is an award-winning marketer with a knack for all things related to content, social media and influencer marketing. At Fuze, a provider of cloud-based Unified Communications as a Service (UCaaS) solutions, she develops, creates and manages content strategies designed to educate and delight audiences. We caught up with Amanda to learn more about how she operates on a tight budget and handles stiff competition.[/vc_column_text][vc_separator border_width=”3″ el_width=”50″][vc_column_text]What are some of your top marketing priorities right now?

Fuze is in a pretty competitive space, with our main competitors being the likes of Microsoft and Cisco. (Read: bigger budgets than I can dream about.) I’m focused on creating the right content to increase awareness and share of voice, at the right time, to engage our audience.

What new technologies or approaches are you either rolling out now or are excited about checking out in the future?

Our marketing ops team is rolling out Engagio, an account-based marketing platform, and I’m excited to see how our content will perform in terms of our target accounts. We’re currently working on building some personalization into our website, and I look forward to trying out personalization within videos to see how it drives better conversions.

How are you seeing expectations and goals of B2B marketers change in the current business climate, and how is your team responding? 

There has certainly been a shift towards accounts-based versus standard demand generation in the B2B world. We’re all operating on tighter budgets, so we must be smart when it comes to our execution. Everything lives and dies by the target account list. Instead of buying a billboard on 101, we’re discussing geo-targeting to the exact address of our target accounts. The same goes for social and online, wherein we are only serving ads and retargeting to those on the list. We’re just getting started and I’m evaluating how I can report on content and social programs with this new focus.

Are there any new campaigns or content pieces your team has created lately that you are especially proud of?

One of our biggest campaigns this year was all about the ever-changing future of work. We surveyed more than 9,900 IT leaders, workers and teens to uncover the top preferences and challenges in the workplace when it comes to collaboration and communication. The content was created to help CIOs and upcoming IT leaders better prepare for the incoming workforce and their changes in wants and needs — in and out of the office. The campaign included multiple assets, such as a written report, animated video, infographics, blog posts, snackable graphics and third-party media. It’s been our top asset since it was published, beating out analyst reports downloaded from our site. To get a better sense of the content, you can take a look at our immersive landing page: Breaking Barriers 2020 – How CIOs are Shaping the Future of Work.

Now that we are a few months removed from the B2BMX event, can you share any key takeaways you’ve been able to bring back and apply to your business?

The topic I attended the most sessions on was account-based marketing (surprise, surprise!). Prior to B2BMX, I felt like a lot of people were talking about it and used the example of sending a door opener like a custom-branded pair of socks. Don’t get me wrong, I love the custom socks, and we’ve used them at Fuze. But as a content person, I wanted to hear more about other programs and tactics as part of the mix. ABM or account-based everything (ABE) is more than just creative door openers. It was great to hear people share the full playbook of executive breakfasts, account briefs, ROI analysis, custom web experiences, etc.

How are you sharing and implementing new trends and learnings with your team? How does your team continually collaborate in order to grow and evolve?

We meet as a team pretty regularly to discuss our main projects and new ideas. I have a monthly editorial board meeting with a cross-functional group. We go over the recently published content, the content in production, and discuss new ideas and initiatives. It’s been a great vehicle to generate new campaigns and content ideas on a frequent basis.[/vc_column_text][/vc_column][/vc_row]

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