Marketing isn’t about taking advantage of people — although that doesn’t stop some brands from taking an exploitative marketing approach. Andrei Faji, the Vice President of Global Marketing at Shopgate, wants to do the opposite. 

“We've intentionally decided not to go down that path. We found that we had a real opportunity to level-set and get to the bottom line around what actually matters,” he says.

On this episode of Tech Qualified with Justin Brown, Andrei talks about what marketers should really focus on: starting and maintaining conversations with consumers, especially now in light of the pandemic. 

For Andrei, marketing is about communicating your organization’s value sincerely, with the goal of solving a problem rather than selling a product or service. To do this, it’s important to create a message that accurately reflects your company, one that every employee can get behind.

Andrei applies this to Shopgate’s strategy with direct response marketing, which he feels cuts through the noise of today’s digital chaos.

“Direct response allowed us to put together some unique offline campaigns to really get in front of decision makers and make a real statement,” Andrei says. “I think one thing that we as marketers sometimes take for granted is the power of being bold and making a true statement, knowing full well that not everybody is going to respond to that statement, but the statement still needs to be made because you need to put a flag in the ground.”

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.