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Conversation
Highlights
Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Martin Kosak, Head of Marketing at Sensoneo, a smart waste management platform that’s raised $12.6 Million in funding.
Here are the most interesting points from our conversation:
- Journey to Waste Management: Martin transitioned from sports marketing to waste management, bringing a unique perspective and creative flair to an industry often overlooked in terms of marketing innovation.
- Core Product Offering: Sensoneo’s primary products include ultrasonic fill-level sensors for waste bins and a comprehensive waste management solution for factories. These products help cities, municipalities, and private companies optimize waste collection and management.
- Deposit Refund Systems (DRS): Sensoneo also specializes in IT solutions for DRS, which incentivizes recycling by allowing consumers to return bottles and cans for a refund. They are currently implementing this system in five European countries.
- Event Marketing Success: Post-COVID, in-person events have been a significant driver for brand awareness and lead generation. Sensoneo’s recent success at a major waste management exhibition in Germany highlights the continued importance of face-to-face interactions.
- Challenging Marketing Norms: Martin believes in the enduring effectiveness of email marketing and newsletters, despite industry claims of their decline. He emphasizes the importance of valuable, non-salesy content in email campaigns.
- Global Waste Index Initiative: Sensoneo’s Global Waste Index, a comprehensive ranking of OECD countries’ waste management performance, is a key example of their commitment to valuable, research-driven content that boosts SEO and brand visibility.
Actionable
Takeaways
Event Investment:
Investing heavily in key industry events can yield significant brand awareness and lead generation. Focus on quality over quantity by making a substantial impact at fewer events.
Email Marketing:
Don’t disregard email marketing. Craft emails with valuable content and avoid overt sales pitches to engage and convert leads effectively.
Content Creation and Distribution:
High-quality content should be paired with robust distribution strategies. Ensure that valuable content, like professional videos, reaches a broad audience through various channels.
Focus and Consistency:
Avoid being distracted by every new marketing tool and trend. Stay consistent with your core strategies and focus on creating value over time.
Agility and Experimentation:
Be willing to try new things and learn from failures. Experimentation is crucial for finding what works best for your audience and industry.
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