Erin Acheson holds the esteemed position of Vice President of Marketing at ZeroEyes, a security technology leader. With a wealth of experience in the marketing arena, Erin’s reputation for innovative strategies and unwavering commitment is widely acknowledged.
Erin’s professional journey has been marked by her passion for creative storytelling and her adeptness at formulating impactful campaigns. At ZeroEyes, a prominent name in security technology, she leverages her skills to enhance safety and security.
Throughout her career, Erin’s ability to merge creative vision with data-driven insights has resulted in compelling narratives that resonate deeply. Her expertise spans across various marketing domains, encompassing brand development, content curation, and cutting-edge digital initiatives.
Known for her collaborative approach and commitment to professional growth, Erin’s leadership is characterized by her ability to forge connections and inspire her team. Her adept communication skills facilitate strong relationships within her organization and the broader industry.
Outside of her professional pursuits, Erin’s commitment to positive change is evident through her advocacy endeavors. Her passion for safety advocacy underscores her values and reflects her dedication to creating a better world.
Erin can be contacted on Twitter @TexasGirlErin or via LinkedIn.
Recent Shows with Erin Acheson
What Digital Marketers Need to STOP DoingInterviewWhen special guest Erin Acheson, President and COO of DemandSphere, joined Site Strategics CEO Erin Sparks and Digital Media Director Tom Brodbeck in-studio for Episode 305 of the award-winning EDGE of the Web podcast to find out the how and why of bridging the gap between content creation and marketing strategy, she made the point that it makes good marketing sense to really listen to how people search and talk about brands, products and services. But in order to bridge the gap, there are some things everyone needs to stop doing. Here’s what we learned:
STOP Assuming the Data is the Problem
The data geeks aren’t the end marketing content creators, so there’s already a critical gap. The data is there – reams of it. But how do you get the different departments in a company paying attention to that data and utilizing it. The problem is one of utilization. You have all this amazing data and everyone just assumes that because you have the data, something should be happening. But nothing happens unless someone takes action.
Giving somebody a huge dashboard that’s just filled with widgets and numbers and all kinds of things makes people go back to what they were doing before, which is not listening, not sharing, not doing these things because they take a look at this or that data and think it’s just owned by people who only want to live in data. And they’re not the practical end task marketer. There are very few people who are both the analyst and the final content creator. Part this is about the tools being used to look at the data. The tool has to help. And there’s no one-size-fits-all tool. You have to find the tools that work for you and your company. But it definitely needs to be something that can very easily extract and mine multiple types of content so you can look at email, you can look at landing pages, you can look at competitors’ landing pages, you can look at customer service complaint logs, you can draw information from Reddit and so on.
STOP Stalling, Start Small
A big part of the problem here is that bridging the gap feels like an impossibly huge task. But the point is that you don’t have to tackle all of it at once. You can’t slap down a document with 27,000 words listed and wonder why people aren’t using it. So, the answer is to start small. Pick a couple of key topics and disseminate some limited data to some places where it could be used. Then see what kind of results you get and if the results are good, then you can do more. Keep at it and you’ll eventually start changing corporate culture, breaking down the silos and bridging the gap. It’s not an overnight shift. You’re building a bridge, and that takes time. You have to be committed to it, even when you start small.
Take customer service as an example. There’s rich data in there in terms of what they’re hearing from customers. But if you just keep asking them to tell you what they’re hearing, they may not be excited about helping you if they don’t feel like they’re getting anything back. So, give them something! As you find out they need better resources to address particular issues, create that content for them. Go beyond the FAQ and give them a video or some other kind of relevant content they can use. If you’re going to ask them to spend time helping you mine their data, be prepared to give them something in return that will make their work easier.
Logical places to start include search, email and social. You’ll get the fastest results from those and the quickest ROI in easily understood metrics.
STOP with the Frankenstein Reports!
One of the most frustrating things that continues to happen at so many companies is over-reporting. People are obsessed about creating these massive reports about their data, but then what happens with the report? It’s turned over to someone and then…nothing. It becomes little more than busy work, and over time that starts to make people feel so useless and ineffectual that they just give up. If you’re going to produce a 100-page Frankenstein report, there better be a darn good reason for it. And to be fair, sometimes reports just evolve over time into these Frankenstein monstrosities that simply don’t do anyone any good. There might actually be some good stuff in there, but it’s buried. That is not a good use of anyone’s time, and any CEO should be outraged if it’s happening at their company. Make reports short and useful.
STOP the Shiny Object Syndrome with SaaS Tools!
Another point of frustration is seeing companies who cobble together tool after tool after tool and then still have huge gaps not being addressed. When a company is using a half-dozen or more SaaS tools, there’s going to be a lot of overlap in what they do. So the key question to ask is what is it you’re really trying to do. There’s a certain amount of shiny object syndrome that happens with all these different SaaS tools. You have to be careful with this because those subscription fees can really start to add up. You have companies that are paying thousands of dollars a month for all these different tools, and for what? Are they really getting something truly useful and actionable out of each and every one of them? No. And how much time did it take to get each one set up and people trained on how to use it? Suddenly, you’re talking about a substantial amount of resources being put into all those tools and not much of anything to show for it. Unfortunately, the “set it and forget it” approach of the SaaS business model contributes to this problem. Eventually people will hopefully get sick of it. Find the best tool for you and use it!
Read Erin’s article on DemandSphere: Bridging the Gap.
Connect with Erin Acheson and DemandSphere
Twitter: @TexasGirlErin (https://twitter.com/texasgirlerin)
LinkedIn: https://www.linkedin.com/in/erinrobbins/
DemandSphere (formerly GinzaMetrics): https://www.demandsphere.com
DemandSphere Facebook: @DemandSphere (https://www.facebook.com/DemandSphere)
Your Digital Marketing ROI
Tired of wondering if your digital marketing efforts are paying off? Stop wondering and find out how you’re really doing. EDGE sponsor Site Strategics can put together a Digital Marketing ROI Report that examines your existing SEO, content, social media, and PPC. Visit https://edgeofthewebradio.com/roi/ to get 30% off a comprehensive review of your digital assets!
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March 17, 2019- EP 305: Bridging the Gap Between Content Creation & Marketing Strategy w/Erin AchesonpodcastFrom a young age, we are taught to share. Sharing is important and sharing is caring. But, when it comes to our professional lives, teams within an organization are unwilling to share data with other departments that could be very valuable to that group. What would happen if we were sharing our data in between departments? How much better would our marketing be?
Erin Acheson, the President and COO of DemandSphere, shares with us how she helps companies break down these silos and barriers to help to bridge that gap between the content marketing team and the marketing strategy team. What types of data do these departments need to know and how can things be improved?
Plus, we discuss an exciting update from eCommerce websites, shoppable ads within Google Images, and what are people actually using their smart speakers for? All this and more EDGE of the Web.
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EDGE of the Web is brought to you by Site Strategics and they are offering to help you find out your digital marketing ROI. The Digital Marketing ROI Report will examine your existing SEO, content, social media, and PPC to help you discover your TRUE ROI.
Visit https://edgeofthewebradio.com/roi/ to get 30% off your comprehensive review of your digital assets!
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Download our show today or subscribe to our show on iTunes, Google Play, SoundCloud, TuneIn, iHeartRadio, or Stitcher! And now we’re on Spotify! [...]
March 12, 2019
- EP 191: Connecting SEO & Content Marketing w/Erin RobbinsInterview / podcastThe Industry’s Favorite SEO Podcast
#EDGETALK : Erin Robbins – President of GinzaMetrics
Our first in-studio guest! Erin Robbins, President of GinzaMetrics, was in Indianapolis for the day so rather than joining us via Skype, she decided to just show up in person! Erin has been working in the analytics space for the past 13 years working with start-ups, agencies, and large brands around the globe.
We talk with Erin today about some of the challenges of running a company with employees across the globe, team building and how to connect your SEO team with your content marketing team.
Plus there were lots of laughs and snark in this episode! Check out this fun interview with Erin Robbins of GinzaMetrics! [...]
August 30, 2016
