What are the biggest challenges? How do you handle them?
For me, the main challenges right now involve:
- Generating qualified leads, i.e. potential customers
- Proving marketing ROI, i.e. the return on the marketing investment
- Finding the best technologies.
Let’s go over them one at a time:
Generating well-qualified leads
Generating traffic and leads through marketing is one thing. Generating qualified leads,
however, is a whole other ballgame. It’s quite a challenge because Xolo’s customers are a fairly
specific target group. Given the abundance of different channels and the demographics of our
customers, it is a constant challenge for us, because we conduct marketing everywhere.
At Xolo, we handle this through continuous research, reviewing our strategy, improving the way it
is implemented, and analysing our current channels and marketing activities. We also like to ask
the customer directly where they found us, how they found us, and what made them respond to our
Proving marketing ROI
I sincerely believe that certain returns on marketing costs cannot always simply be proven by
data, sales, or money. They just reveal themselves.
- Giving away merch branded with the company’s logo does not instantly increase sales, but it
can engage people on social media and make customers happier.
- It is important that customers have a strong, clear understanding of the company. But how
can you calculate the strength of this understanding other than through surveys?
Even if you have the data, marketing ROI is still hard to prove with complete confidence, sales
channels are different and it can be difficult to point out particular marketing activity.
In addition to constant research, we also work closely with our business analysis team,
particularly when we need to find the best attribution models. We also look for other ways to
monitor the ROI. Of course, we try to be more open to certain things, like attractive company
merch. Who wouldn't want a Xolo hoodie?
Finding the best technologies.
There are over 6,000 marketing software applications in the world. Which ones do we use? Or
which ones should we use? That is the third challenge I find myself faced with. At Xolo, some of
the tools we use include LeadPages, Canva, and MailChimp, and we are always looking at what else
we could use for marketing.
It is important to consider your strategy, think about what you need and what problems you want to solve. So we research the software
solutions being offered, look at what best suits us, and try it out.
Photographer: Stina Kase