Following the Data-Paved Road with Hyland’s CMO Drew Chapin

Why the power of data should help fuel marketers’ decision making

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When Hyland was founded, its initial purpose was to help optimize workflows and processes by eliminating filing cabinets. More than 25 years later, as businesses have gone through digital transformations, the filing cabinet mission no longer applies. So Hyland did what any good business does, it adapted by following the data.

”The trick is you have to go where the data’s telling you to go. And if you’ve run certain types of tactics and certain verticals and they haven’t worked very well, you have to be able to then take those learnings and help set expectations”

Thats the advice of Hyland CMO, Drew Chapin and on a recent episode of Marketing Trends, he dove deep into the power of data and why marketers need to let it fuel their decision making. Plus, Chapin discussed the advantages of virtual conferences and why one particular partnership is leveling up Hyland’s game.

Here are some of the key takeaways from the interview:

It’s not enough to say that you are data-driven. You need to have an understanding of what the data is telling you and then be able to act on it. Don’t continue to pursue verticals that are not successful. Be confident in what your insights are telling you.

“What I’d say about campaigns is that I think you have to sometimes be simpler,” Chapin said. “The bright idea, the shiny object is okay if that’s where the data’s telling you to go, but to me, sometimes the most successful campaigns are the ones that are the simplest.”

When you are building out your team, don’t focus as much on the competence and technical skillset of the candidate.

“The technical competence and domain expertise in functional areas, that’s table stakes,” Chapin said. “There’s lots of very smart, educated, marketing professionals out there. What sets Hylanders, and people I like to work with, apart from the general population is the softer skills.”

Chapin explained that it’s important to focus on areas like empathy, curiosity, and if that person is a deep thinker. Those soft skills are growing in importance and provide Hyland with insights on whether potential employees will stick around.

“We learn a ton through all the data we are able to collect [through online conferences],” Chapin said. “It makes me wonder, should we do that more often? Should we be transitioning some of these in-person events to digital experiences?”

Chapin explained that what he has seen through shifting events online is that you are now provided the opportunity to not only engage your customers in a new environment, but you’re allowing those same customers to continually engage with the conference in multiple ways.

“We’re able to see what content is resonating with our audience and how long they are viewing certain sessions,” Chapin said. “That virtual experience lives for 60 to 90 days after the conference, where our customers can come back and consume additional content. So the treasure trove of data is really interesting to us and going forward, we’ll certainly be leveraging that.”

Ultimately, Chapin believes that this data will help everyone at Hyland create even more engaging experiences in the future.

To hear more from Chapin, check out his full interview on Marketing Trends, here.

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