[Editor's note: Chloe took our marketing assessment and got Marketing Explorer. She’s one of only a handful of marketers who scored top marks in all five categories: Strategy and Scalability, Organizational Efficiency, Content Experiences, Sales and Marketing Alignment, and Measurement and ROI.]
As a Senior Account Manager for Stryve Digital Marketing, Chloe Rolph has nearly seven years of agency B2B marketing experience. She’s been described by her coworkers as a master of PPC and she admits to getting way too excited about Excel spreadsheets. She also may or may not moonlight as a donut consultant.
Uberflip: In your day-to-day work, what’s your primary focus?
Chloe Rolph: Ask me tomorrow and the answer will be different! I get to do a lot of different things at Stryve, which I love. As an account manager, my job is to set strategy and see it through, while working with the team, as well as our partners and vendors to make things happen. We do a ton of content marketing and a big piece of that is getting it in front of the right audience.
When my fingers hit the keyboard, it’s usually in my area of specialty—pay-per-click (PPC) advertising. I work within my clients’ budgets to build out digital advertising strategies. That means selecting ad platforms, building audience segments, creating ads, optimizing campaigns based on performance, and of course, reporting on results.
But as one of the OGs here at Stryve, I get my hands dirty with everything from hiring and building culture to designing our new office space.
UF: What’s a campaign, project, or piece of content you’re working on now?
CR: Funny you should ask. We’re knee deep in a new Uberflip project, so making that experience kick as much ass as possible is my biggest priority right now. This is our second Uberflip implementation in an industry that often sees pretty stale, traditional marketing. We’re really excited to continue to shake things up and give our client’s customers the content experience they didn’t know they were craving.
UF: What are you currently struggling with?
CR: Measurement has always been an imperfect science, which bothers my analytical brain. My favorite clients to work with are the ones who are down to invest in whatever crazy idea we throw their way. Working in sprints, we like to collect the best data we can and let it do the talking to guide our next move. Not having a black and white answer can be frustrating in these situations. But on the flipside, that’s when we get to be the most creative.
UF: What tools or resources do you rely on to do your job?
CR: The resource we all rely on most is the rest of the team. We hire curious, smart, full-stack marketers. While the idea of full-stack is to be great at a lot of things, each person has a handful of areas where they really shine. Each account is resourced to make sure we have all our bases covered, but there's a lot of collaboration within projects. This allows us to expand our stacks by coaching each other.
In terms of tools, we're constantly keeping an eye out for anything that helps us do our jobs better and quicker. Trello, Slack, InVision, Uberflip, Mockflow, and Toggl have been no-brainers for us.
UF: What’s the one thing you want to improve on in 2018?
CR: In 2017, we helped a handful of clients get their feet wet with agile marketing. Approaching agile from the agency side is a little trickier because we have to manage multiple accounts on different schedules. Introducing agile to clients with fairly rigid processes has challenges too. But the payoff has been huge, so that's something we'll continue to improve.
Resistance to change is one of the biggest barriers our clients face, especially in larger organizations. One way we’re working to overcome this in 2018 is by stacking our pilot team with “champions.” These champions are typically influential, forward-thinkers with decision-making power and an appetite for bold change. It's all about starting smaller to validate proof-of-concepts, and then helping our champions get buy-in and shift processes within the wider team.
UF: What are you eager to try in the future?
CR: We just kicked off a project with a client that focuses on exactly that—trying new things this year. We're committing to experimenting with at least one new marketing tactic each quarter. The idea is to test anything that might give our client an edge, and scale out if we find it has legs.
I don't want to give away too much yet, but chatbots are one item on the list I’m excited about. So far chatbot functionality has been pretty limited. We’re seeing great potential for it to mature and provide a better customer service experience with the help of machine learning and natural language processing.
Also, within Uberflip, we just started testing an AI-powered feature which is something we're eager to explore in more depth this year!
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