Atalay Aktas

Atalay Aktas, Director of Field Marketing, Genesys (EMEA)

“We are all thinking of ways to fill the gap that in person interactions used to fill. I believe that reputation and credibility will be vital to establishing lasting, valuable customer relationships.”

    “Specific, customized content drives the sales cycle. Highly
detailed, relevant, and personalized content that addresses the
customer’s specific business problems is the key that opens the door to future virtual meetings and business opportunities. “

As the field marketing director for Europe, the Middle East, and Africa (EMEA) at Genesys, I manage a team of seven field marketing managers who drive marketing activities in their countries and regions. Late last year, we had planned a mix of 60 percent digital and 40 percent in-person activities throughout the EMEA countries for the year. In contrast, just five years ago, the mix was 20 percent digital and 80 percent in-person activities. Retrospectively, it was evident that the trend toward digital marketing campaigns had already been increasing. Now, with COVID-19, the marketing mix has shifted primarily to digital platforms.

As concerns about COVID-19 increased throughout February, it became clear that our in-person events would have to be postponed or cancelled. As a result, we revised our plans and budgets to minimize the impact. Shortly after that, top management asked us to revise our marketing plans even
further. We reprioritized our commitments and budgets again based on the rapid changes COVID-19 was inflicting on our face-to-face marketing initiatives.

This is an excerpt from 15 Experts on Reimagining Field Marketing. The eBook was generously sponsored by Mighty Guides.