When Hyland was founded, its initial purpose was to help optimize workflows and processes by eliminating filing cabinets. More than 25 years later, as businesses have gone through digital transformations, the filing cabinet mission no longer applies. So Hyland did what any good business does, it adapted by following the data.

”The trick is you have to go where the data's telling you to go. And if you've run certain types of tactics and certain verticals and they haven't worked very well, you have to be able to then take those learnings and help set expectations.”

Those are the words of Hyland CMO, Drew Chapin, and on this episode of Marketing Trends, he dives deep into the power of data and why marketers need to let it fuel their decision making. Plus, Drew discusses the advantages of virtual conferences and why one particular partnership is leveling up Hyland’s game.

Main Takeaways:

• Data-Driven: It’s not enough to say that you are data-driven. You need to have an understanding of what the data is telling you and then be able to act on it. Don’t continue to pursue verticals that are not successful. Be confident in what your insights are telling you.
• Team Building: When you are building out your team, don’t focus as much on the competence and technical skillset of the candidate. Instead, focus on areas like empathy, curiosity, and if that person is a deep thinker. Those soft skills are growing in importance and provide Hyland with insights on whether potential employees will stick around.
• Virtual Experience: Shifting events online provides you with the opportunity to not only engage your customers in a new environment, but it’s allowing those same customers to continually engage with the conference multiple ways. By hosting conferences online as opposed to in-person, event hosts have the opportunity to let the data tell them what sessions are driving engagement, how long participants are watching, and if they are coming back multiple times, which will lead to better, more engaging events and conferences in the future.

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