A Refreshing Look at Marketing – And How to Win an Unfair Game

Real Moments With Marketers

October 4, 2016

Editor's Note: This post is part of our Customer Blog Series— Real Moments with Marketers—where we interview leading marketers about how they got their start in this field, their biggest successes and challenges at work and in life, and what gets them up in the morning.

This week’s guest on “Real Moments with Marketers” was Mohamad “Mo” Bozo, the marketing lead at StarTex Software, the company behind EHS Insight. A self-proclaimed “analytics” guy who recently completed an M.S. degree in analytics from Northwestern, Mo is passionate about marketing’s ability to help people and companies succeed. Read the interview to see how he got interested in marketing and where he thinks it’s going.

LinkedIn: What one word would describe you as a marketer?

Mo: One word. Will you hold me to it? I don’t want to sound biased but — one word?

Gary McDonald (CEO of EHS Insight): Analytical.

Mo: That’s a good one. (Laughs.) That’s me.

LinkedIn: We won’t hold you to that! You can change your answer! Shifting gears: Why did you get into marketing?

Mo: I believe I have the ability to inspire people, and what I mean by that is: The main reason I got into marketing is to help people solve their challenges, help them find products that they need, find solutions that can really benefit them. Basically, seeing happy customers is a huge thrill.

LinkedIn: When did the marketing light bulb go off? How old were you when you realized this is what you wanted to do?

Mo: As a kid, I was always interested in advertisements, billboards, movie posters, and the like. But I was especially intrigued by ads, their colors, what they’re trying to convey. It’s always been fascinating to me how brands use creative storytelling to inspire audiences and influence decision-making. For example, I love how the Adidas “Impossible is Nothing” campaign crystallized the passion that drives every person to reach for their goals. When I first saw that campaign, I knew I wanted a career in marketing.

LinkedIn: What’s your favorite book?

Mo: I recently read Michael Lewis’ Moneyball, also one of my favorite movies. The subtitle of Lewis’ book is The Art of Winning an Unfair Game, and I think it’s an interesting take on analytics.

LinkedIn: If you weren’t in marketing, what would your dream job be?

Mo: Screenwriter.

LinkedIn: If you suddenly got an extra $1M in your marketing budget, what’s the first thing you’d spend it on and why?

Mo: I'd spend it on recruiting new talent — including subject matter experts — to aid in our content and product initiatives. With more marketing pros, we can expand our campaigns to drive greater brand awareness and increase our market share. The extra marketing dollars would also open up opportunities to grow the department through training and development programs.

LinkedIn: Which company does a good job teaching customers about their products (versus just trying to get customers)?

Mo: Rich with content, Unilever’s Innovation page explains the approach it takes to make sustainable home and personal care products. The company does a great job of educating its audience about its mission—and Unilever even encourages people to submit their own ideas.

LinkedIn: If you could tag-team a campaign with any person — historical or fictional — who would it be and why?

Mo: As a performance artist, Andy Kaufman delivered unique and memorable performances that engaged his audiences. He made you think about the world differently. Made you really take a close look at what drives people, what their inner motives are. I’d love to provide that same experience in an interactive campaign with Andy — or an animated version of him!

LinkedIn: Where do you see B2B marketing heading?

Mo: As an analytics guy, I can’t help but see a future where analytics and big data are an even bigger driver. We haven’t even scratched the surface. Soon these trends will do much more than drive marketing campaigns and analyze customer behavior. We’ll be much more advanced in our ability to create user-friendly products and services based on data-driven insights. I think analytics will drive marketing for the next decade and more.

LinkedIn: What’s the biggest misperception about marketing?

Mo: I’ll share two: First, a lot of people tend to think that marketing is only about promotion. But there’s more to marketing than just generating awareness. There’s a lot of planning as part of the process as well – market research, analyzing and defining product strategy, crafting messaging, creative development, setting the right pricing model, etc.

The other misperception takes place post-campaign launch: People expect to see major results right after running a campaign. It’s a bit of a cliché, but it’s important to remember: Good things take time. When marketing is done right, when time is taken to craft the right campaign, quality results will come in. It’s always best to create a campaign that educates customers on how a product or service can help them, not one that’s just aimed at selling. That’s where we’ve really gotten a lot out of our LinkedIn campaigns, placing a lot of focus on testing and optimization.

LinkedIn: What’s been your biggest marketing win?

Mo: My biggest win has been helping companies and brands grow their market share through high-value campaigns. Most recently, I’ve been fortunate enough to help StarTex’s brand, EHS Insight, achieve a favorable marketing ROI.

For more insight into EHS's marketing strategy, read this case study that delves into how the company integrated LinkedIn into HubSpot and delivered 50 percent more marketing qualified leads at a 31 percent lower cost-per-acquisition.