MarTech Interview with Andrew (Andy) Kieffer, CEO of Voxfeed

Andrew (Andy) Kieffer, CEO of Voxfeed highlights more on how brands today can drive a more impactful social media strategy to boost their overall marketing impact:

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Welcome to this MarTech Series chat, Andrew, tell us about yourself and more about Agave Labs and also, your role as CEO at Voxfeed.

Thank you for the space! I started as an early stage software exec specializing in product strategy, design and development. I spent almost 20 years developing startups in Silicon Valley and then I moved to Guadalajara, Mexico, where I founded Agave Lab, a startup factory that seeks to develop early-stage companies.

One of those companies is Voxfeed because we wanted to create a platform that allows brands to work directly with content creators. We wanted to simplify the influencer marketing process and cut out the middleman.

We’d love to hear more about Voxfeed’s new feature and how it enables easier social media execution for brands and creators?

In order to simplify connections between brands and customers, we launched a new feature on September: VoxFeed Lite. The objective is to finally seeing influencer marketing done right. What we’ve done with this new functionality is to make it easier for both brands to request content from their regular customers and for these customers to engage and collaborate with brands.

Content creators on VoxFeed are everyday people looking to collaborate with their favorite brands and express their creative genius. VoxFeed gives them the tools for a seamless collaboration.

How does it work? Brands create a campaign and add a brief on VoxFeed Lite. Then, they share it with their own customers or open it to segments of content creators. In a matter of days, brands can receive hundreds of pieces of great and original social media content from their own customers and creators. That content can be easily managed through VoxFeed, and once approved, creators will publish it in their social channels.

How can brands today drive more customer interest and engagement through innovative social media tactics: a few ways in which you see global brands successfully do this?

These days, customers want to engage with brands through social media. They want to be able to connect with the brands that they love on a personal level, and social media is the perfect platform for doing so. In fact, social media has become such an important part of the customer experience that it’s now one of the most important channels for customer service.

Brands that don’t have a social media presence are missing out on a huge opportunity to connect with their customers. And customers are not going to just sit around and wait for brands to catch up – if they can’t find the brand they’re looking for on social media, they’ll simply go elsewhere. So if you want to keep your customers happy, you need to make sure you’re active on social media. It’s important to see every customer as a content creator and allow them to collaborate with your brand in an easy and effective way.

How are you seeing the influencer marketing game change in today’s B2B marketplace and what thoughts do you have for the near future of this market?

B2B marketing is constantly evolving, and influencer marketing is no exception. In the past, B2B companies have been slow to warm up to the idea of working with influencers, but that is quickly changing. Today, B2B marketers are beginning to see the value of partnering with thought leaders and influencers who can reach their target audience with precision and authenticity. As B2B companies continue to invest in influencer marketing, we can expect to see more strategic partnerships, creative campaigns, and innovative content. With the right approach, B2B influencer marketing can be an incredibly effective way to connect with prospects and customers.

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How can CMOs work closely with their social media counterparts to deliver more integrated campaigns?

Campaigns that incorporate both traditional and digital marketing techniques are more likely to be successful than those that rely on a single approach. In order to develop an effective integrated campaign, marketing directors need to work closely with their social media counterparts. The first step is to identify the goals of the campaign and the target audience. Once this information is gathered, the two teams can work together to develop a strategy that makes use of both mediums. For example, if the goal is to reach a wide audience, traditional methods such as television commercials may be combined with digital techniques such as targeted social media ads. By working together, marketing directors and social media specialists can create campaigns that are greater than the sum of their parts.

Some last thoughts on the future of martech and B2B marketing?

The future of marketing technology is always evolving. As new marketing technologies are developed, the way that businesses reach their target audiences also changes. Most online strategies include search engine optimization and social media marketing. Within social media, five years ago, Instagram was the way to go, but nowadays TikTok has definitely taken the lead.

One area that is likely to see significant changes in the future is B2B marketing. B2B marketing was always focused on personal relationships and face-to-face interactions. However, with the rise of digital marketing tools, SaaS (Software as a Service) platforms and free trials, B2B marketers are reaching their target audiences directly with their product and through online channels such as LinkedIn, Google networks and Twitter.

The future of marketing technology is always changing. Businesses need to stay ahead of the curve by adopting new marketing technologies as they become available. By doing so, they can ensure that they are reaching their target audiences in the most effective way possible.

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