1First, tell us about yourself, your company, job profile, etc.
We started Arketi Group because we saw an opening for an agile, integrated agency that “gets” technology, isn’t afraid to be exclusively B2B, yet has a broad enough range to be able to make honest, unbiased recommendations about what tactics to apply. We’ve attracted (and retained) some super-smart people, each with their own specialization. In my case, it’s messaging, brand development, advertising, print and online, direct mail, and digital strategy and execution.
2Tell us a bit about your business and what you do.
Arketi Group helps B2B tech companies engage audiences, fill the funnel, and convert prospects to customers. We work with some big brands, for whom we typically provide one or two specialized services; and with many challenger brands, where we are usually agency of record. Often they are companies in specialized vertical markets – such as supply chain, fintech, healthcare IT – and they turn to us for a complete range of marketing services.
We invest a lot of time and energy in getting to know those markets really well – understanding what pain points buyers have, how they go about making buying decisions, and how our clients can speak to buyers in a relevant way that is truly useful to them, whether or not they decide to purchase. We find that if you freely offer real value to prospects, this builds trust and respect… with the result that, ultimately, more of them DO become buyers.
3What are your top three (3) favorite things about our industry?
• The variety: Working in an agency isn’t for everybody, but it fits me personally because I get bored easily. Every day, each of us Arketi will work on at least 2 or 3 clients – sometimes more – and you’re constantly learning about new businesses, new industries, and new technologies.
• Constant reinvention: Marketing is evolving so fast – technology is changing everything. It’s true that creates challenges, but it also generates huge new opportunities. I love that every day, we get to invent new ways of tackling clients’ marketing needs.
• Making a difference: Technology has also made it so much easier to see what is working and what’s not – and to do so quickly. It’s really satisfying to be able to see how our work is truly helping clients generate revenue and accelerate growth. That wasn’t always easy to prove, even if we believed it all along! Now we can KNOW.
4If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Be interested in everything. You never know what random idea or fact from a completely unrelated field will pop up and inspire a terrific campaign or an innovative way of breaking through.
Also, READ. It’s the best way to learn about everything AND it’s the best way to learn how to write. Knowing how to write effectively and persuasively is the single most important skill in our business – maybe in any business. I believe this is true even if you are a designer.
Read the New Yorker, Wired, People magazine and make a point of reading about things you don’t think you will be interested in. Surprise yourself.
5Finally, what is your key to success?
Getting up early. Over the years I’ve trained myself to be an early riser, typically 4:30 or 5 am. It didn’t come naturally, but I discovered that after the first cup of coffee it doesn’t hurt that much! In the first couple of hours of the day, I get all my best work done. Did I mention coffee? That’s also key to success!