One of the biggest questions that a CMO has to ask themselves when they look across the different marketing channels is how much money to put into each of those channels. Of course, there are the tried-and-true avenues that support your business, but marketing changes fast. Deciding what channels to explore and which ones to negate is a big part of making the most of your marketing budget.

But what about employer branding – is that important? Isn’t that an HR function? Not exactly, not in the new marketing landscape. In fact, it’s a term that you don’t often hear in product companies, but employer branding is something that services CMOs know a lot about. Why? Your offering a face-to-face connection and when the growth of your company hinges on talent acquisition and having the ability to service more clients, the CMO gets very close and comfortable with employer branding.

In this episode of AMP Up Your Digital Marketing, we meet Arya Barirani, CMO of GlobalLogic, an engineering services company, and Executive Director at Method, a wholly-owned design agency supporting GlobalLogic. His insight will help executives think about how digital strategy is measured across an entire organization, and not solely reserved as a marketing activity.

 

Glenn: Welcome back to the show. Today I’m speaking with Arya Barirani. Arya, welcome to the show.

Arya: Hey, glad to be with you, Glenn.

Glenn: Arya, tell us a little bit about who you are and what you do?

Arya: Alright. So, I’m Chief Marketing Officer at GlobalLogic. I’m also Executive Director of our Method design agency at GlobalLogic. It’s a wholly-owned design agency inside of GlobalLogic and that’s managed by me. And that’s my role. I’ve been doing marketing here at GlobalLogic for about four years now. And just a little bit about what we do. We are an engineering services company. So, we help our customers build their next-generation digital products and experiences and we help them engineer and design those things.

Glenn: And so, have you been involved in digital marketing most of your career or, like me, did you start in the world, maybe direct and not so much on digital, but we had to start layering on digital as we went?

Arya: You know, I’ve been doing digital marketing, I would probably say that we’ve been doing kind of omnichannel marketing across the board for most of my career. Digital has always been a component of it. It’s changed and evolved a lot from the early days of my career, but for me, we used to run campaigns that went across channels. So, we would do direct, we would do digital, we would do face-to-face and that’s really, I think the formula that we’ve seen work as across these different channels and creating engagement across all of them.

Glenn: And I think you raised a really interesting point-of-view which I think most companies hopefully will share, which is you look at it as a continuum and there are many different channels to engage with the market. How do you think about, kind of, balancing those out given that you’ve got digital marketing – I’m sure you have other aspects of marketing that you include in the overall marketing strategy?

Arya: Yeah, I think this is probably one of the biggest questions that a CMO has to ask themselves when they look across the different channels and the job gets really interesting when you have to go and put dollars into each one of these channels. Like, you’re making your investment into each one of these buckets. And you base it on, mostly, you know, maybe historical information – this is one of the reasons why measurement is really important.