For the fourth year in a row, Sitecore, has been positioned in the Leaders Quadrant of the 2013 Magic Quadrant for Web Content Management. Sitecore’s marketing director, Shawn Cabral explains what life’s like at the top
What was your first B2B-related job?
My first B2B job was working as a front end merchandiser for MAST Industries – one of the world’s largest contract apparel manufacturers for Victoria’s Secret intimate wear. I remember the first thing I had to do was to learn how to sew a women’s undergarment (a thong to be specific!) with all the other factory workers. Though I was hired as a management trainee, the company believed that everyone had to experience the intricacies of apparel manufacture so they would understand how to deal with everyday issues as merchandisers. It was indeed an eye opening experience.
At this job, I got the opportunity to experience the extreme ends of the fashion business – from the glamorous fashion shows where we would unveil the latest collection to buyers, to the more meticulous end of apparel manufacture; shipping, supplier management etc. It really moulds you on the way you think about business from the commercial, operational and human resources point of view.
What do you most enjoy about your job?
I have worked with Sitecore for almost five years now; we are a young company and we have brought the Sitecore brand a long way. Building brands is something I have always enjoyed, and as a digital brand, the ability to be agile and creative in marketing is important and this is exactly what I enjoy. I also enjoy the challenge of building marketing teams and being involved in other areas of general management.
Which B2B brand do you most admire?
I have a lot of respect for brands such as HSBC, GE and UPS. I believe building a B2B brand is harder, as getting an emotional connection for a B2B brand can always be challenging – and if not done correctly it can also be detrimental. I also admire Sitecore as a rapidly developing B2B brand. Sitecore is not just helping businesses improve their Customer Experience Management using our platform; it has become a ‘business enabler’ for a lot of businesses.
Whose job would you like most?
To be the head of tourism marketing for an exotic country.
What is your favourite B2B advertising campaign?
HSBC’s – In the future a rapidly growing business will need a global supply chain – campaign. (The ‘Lemonade’ commercial)
What is the best piece of marketing advice you’ve ever been given?
Understand the rules. But don’t be afraid to break them for the right reasons.
What is your proudest achievement?
All the work I have done to build the Sitecore brand and its team in the UK.
To succeed, a B2B marketer must…
Remember that although you are selling to a ‘business’, the ‘business’ is made of people.
What is the next big thing in B2B marketing?
There is a clear trend from marketing functions that they will begin taking over more sales related tasks – such as lead qualification, inside sales performance management and sales operations – and also integrating very closely with Customer Services or Customer Enablement teams.
What are the traits you most and least admire in yourself?
Being too much of a perfectionist. At some point you need to have a balance between perfection and execution.
What marketing challenge are you currently wrestling with?
To decide the boundaries between your professional life and your personal life when dealing with social media.
What was your last marketing epiphany?
Customer experiences are all about story telling. But in today’s multichannel world where the second and third screen interactions are impacting customer experiences, it is almost impossible to tell a story without breaking the chronology or its all-important plot. The only way to do this is by telling the story via a seamlessly connected technology platform which can pick up the storyline exactly from where the customer left the plot regardless of what interaction touch-point they chose to continue that journey.
Which marketing or business books would you recommend?
The Lean Startup – Eric Ries
Who has had the biggest influence in your career?
My parents – as they gave me the foundation and the freedom to push life’s boundaries and be successful.