"The Customer Will Always Be Able To Surprise You," says Marketing Automation Company Founder

Throughout my life I have been fortunate to meet many people from all walks of life and have been told by many of my friends and family that I was always the connector among us. The Carey Connector is a way of bringing new connections together each month through interviews with local service providers and my team members at Senné.

This month the Carey Connector features Anoop Rohera, Founder of Agency4 Digital Marketing.

Carey Connector Service Provider Interview May 2019

Anoop Rohera, Founder of Agency4 Digital Marketing

1. How did you get into your current profession?

I have spent about 21 years in the digital world. There wasn't much in automation initially. Then I was introduced to Salesforce CRM in 2001 which pulled me into Marketing Automation. Gradually, I started using Salesforce integrated platforms like Vertical Response and Constant Contact then upgraded to Eloqua, a semi marketing automation platform in 2006, before settling into focusing on Salesforce Pardot and Marketing Cloud. Working on Salesforce platforms not only allowed me to play around with my creative skills like building lead generation campaigns using Google and social media or A/B testing strategies on my creative landing pages but also helped me learn how to optimize business processes.

2. What do you like most about being in your profession?

Giving customers a relevant experience, putting them into sales funnels and generating sales alerts brings a lot of satisfaction. Whether it's a home buyer or a software subscriber, I like to know their behaviour, engaging with them and personalizing their experience across social media, Google and emails drives increased engagement and conversions.

3. What don’t you like about your profession?

Automation requires frequent communication with customers. It might not be relevant all the time. Unless you have lots and lots of data, both demographic and behavioural, the customer will always be able to surprise you. Although on average you might be sending them more of the right messaging, there’s still the problem of needing to create content.

4. What book title or author are you reading these days?

India: A history by John Keay.

5. What’s the greatest challenge you see right now in this market?

The power of automation. Marketing automation technology enables you to do nothing short of transforming the way in which you approach your marketing, customer experiences and future business service. This power comes at a cost, which is something that none of the marketing automation platform providers mention in any of the flashy collateral and demonstrations they use to entice you to buy. Most of the users aren't able to leverage the platform to even half of its potential.

6. What are your plans or the company’s plans to overcome this challenge?

There are challenges involved, but they can be mitigated, and the benefits of implementing and running marketing automation technology will far outweigh the potential downsides. It’s critical that the users of your system take the time to understand how to operate it fully. It’s easy to get the top-line, but failure to keep investing time to dive deeper into the platform could lead to mistakes and only enable you to adopt the basic features, so you’ll never be able to get its true ROI. It’s also important to seek help from an expert who understands how things work, technologically, to ensure that things don’t break.

7. If I was going to ask a colleague or client what makes you good at your profession, what would they say?

They find me to be hardworking and creative when it comes to achieving business goals for a customer.

8. What are your passions outside of your profession?

I am a Wildlife Photographer. When I am not working, I am wandering in remote forests with my camera on to encounter raw wildlife.

9. What are you currently listening to on your music app or podcast?

I am not a music buff. I turn to TED Talks instead.

10. What is some good advice you can give to people new to your profession?

A successful marketer knows how to interpret customer data. Focus on understanding various analytics that help you report against objectives.

I have worked with Anoop in various business relationships for more than a decade and have always been impressed by his ability to balance the creative design needs with business process requirements for successful marketing. If you want to learn more about how his company can help with your company’s marketing automation and content development services, please contact me at 781-964-6236 or reach out directly to him at anoop@a4dm.in

If you want to have a look at some of his impressive wildlife photography mentioned in this interview, you can check out his facebook page or follow him on Instagram.