MarTech Interview with Samuel Getty, CMO at Tilt 365

Samuel Getty, CMO at Tilt 365 talks about his marketing journey in this catch-up with MarTech Series while diving into the impact of the Great Resignation in today’s B2B market and what it will take for tech leaders to circumvent its effects:

 

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 Welcome to this MarTech Series chat Sam. We’d love to hear more about your journey through the years and your biggest marketing moments during this time? 

Thank you for having me, I am grateful to be sharing my story! I got started in business at the age of 19…I found myself catapulted into the startup world and fell in love with connecting people together. From there I have been fortunate to have my marketing career grow to where I am today.

I want to highlight a few of the biggest marketing moments during my time: When I was working with Prattle, a live group chat app, I was able to get us featured in the Apple App store which led to incredible exposure and growth. The feature happened within 3 months of launching and resulted in over 80 million impressions and being listed in the top 100 social networks in over 28 countries.

Another marketing moment that stands out is when working on Viral Magazine. Within a few months we were able to build out a content strategy that involved interviewing successful singers, artists, and influencers ranging from tens of thousands to millions of followers. We were able to help share people’s stories in an entirely new way and it was incredible to see the reaction.

My career has been focused in the startup and small business sectors. I have always found it meaningful to connect people who would otherwise have never been connected, and that is something that drives me when working in my current role at Tilt 365.

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Tell us more about the Tilt platform, how is it serving the business needs of today’s B2B teams through its latest enhancements?

Tilt designs personality assessments, with a key difference from the more traditional personality assessments such as Myers-Briggs. The concept behind Tilt is that people have a natural personality pattern (often called a Personality Type), but people are able to grow beyond their personality type – which happens when people shift to context. Tilt offers a variety of assessments including a team report which shows the personality pattern of an entire team.

Our assessments show a development plan for growth and the language is built for the work environment. We focus on teams specifically since relationships are where personalities shine. When people use Tilt in their teams they are able to create team agility by shifting to context.

The result of Tilt in an entire organization is powerful – everyone has a common language to describe themselves and understand how they interact with others. The result is less drama and more productivity. In today’s remote-first workplace, Tilt is giving companies a way to connect in entirely new ways by creating a culture where people love to work.

Given the great resignation in the tech market that is on a lot of minds, what are some thoughts you’d share for driving better employee retention and best practices for marketing and sales teams?

This is a great question, and we’ve actually written a lot about this topic last year.

Employee retention is on a lot of people’s minds. Since this is a broad topic, I want to share some advice around an area that we are most familiar with.

As a team leader, one of your main responsibilities is creating a culture that your team can thrive in. Part of thriving comes from reducing fear-based stress and replacing it with strengths-based tension, which allows your team to focus on their work instead of drama or office politics. The art of leading great performance is balancing strengths-based tension with enough stability. People have to feel both safe and yet challenged — not either/or. The culture cannot be riddled with ego-fears or people won’t take risks. And nothing kills innovation like fear.

At Tilt, we’ve identified three ways to help a team manage stress. The first is to learn how to recognize stress – while this is different based on each individual, some common patterns can include micromanaging, being impulsive, feeling overwhelmed or analysis paralysis.

The second thing a team leader needs to do is find the cause of stress. Instead of providing programs to help minimize your team’s stress, you should look to address what is causing the stress itself and communicate to find common ground. Once again, some common complaints could be around tedious work, meetings, lack of control or not having clear expectations.

The last thing is to address the cause of stress with the specific person in mind. Once you’ve identified the type of stress reaction you’re seeing, and the cause of the stress, you can work with that person to find a better path forward.

Communication is key and having these conversations are important versus pushing emotions aside to focus on tasks at hand. As a leader one of the best things you can do is stay centered and confident as your team looks to you to help guide them forward.

A few thoughts on how marketers should be shaping and scaling their teams in light of the tech hiring challenges and skills challenges: best practices to follow?

We are in a time period where the workforce is changing dramatically, and many are having trouble adapting.

The question is: how can we do a better job at adapting to these hiring and skill challenges.

The key word here is not “hiring,” it’s actually “adapting”. In order to compete in the market we are living in we have to become experts at adaptability, and we can do this through having an agile mindset.

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The new team members we are hiring will be no different, they need to be agile as well to adapt to this new environment. By hiring a team that is made up of agile individuals, the team itself will take on an entirely new climate. The result is going to be a team that can scale and meet any challenges they face – even if they are not immediately ready for them. This is because the agile team can adapt quickly in today’s hyper-paced workforce by leaving ego, drama, and office politics at the door.

The next question is how do you find people who have (or can develop) agile mindsets? Hire for character.

Tell us more about ‘marketing at Tilt 365’: what does your core marketing strategy revolve around and can you throw light on the martech-salestech tools that help you drive initiatives?

We are incredibly fortunate at Tilt 365 to have a strong team that includes internal and external members. Our founder, Pam Boney, focused heavily on creating a product that is grounded in science and is built for the modern workforce. Tilt assessments are easy to remember and apply, and change people’s lives for the better.

The result is a product that has high organic growth within organizations, which is allowing us to help companies like Red Hat, Atlassian, and thousands of others build cultures they love. With marketing, we have made a point to be a data-driven organization. We identify our customer journey through tangible KPIs and create established OKRs to track progress over time. We have been able to successfully leverage all marketing funnels to highlight customer journeys and help new customers get started on journeys of their own.

One tool I want to highlight is ActiveCampaign. I’ve used them extensively to help create email campaigns for customer’s journeys through email automation. Our team wears many hats at Tilt 365 and it’s essential to have tools that help us spread out efforts. ActiveCampaign is also great because their integrations allow us to track the full customer journey. Being able to see a customer journey – before they make a purchase – has been helpful as we scale and direct our efforts moving forward.

The Tilt 365 Team Climate Profile is also a great tool for team dynamics, since you are able to understand your team’s personality patterns and how they change under stress, which is so helpful in these times.

Some last thoughts and marketing / martech takeaways before we wrap up?

I believe we are in a really exciting time, with the world going through a lot of changes. We need to focus on coming together and helping each other out as much as we can!

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