24 Questions with Diana Rowatt

Interviewed by Katie Hilton, Marketing Manager

Welcome to a new edition of 24 Questions, where we bring you closer to the team shaping Force24’s future.

This time, we’re sitting down with Di Rowatt, our Product and Compliance Director, who’s been with us since our early startup days in 2011. Di has seen it all, from managing campaigns on whiteboards to leading the creation of cutting-edge automation tools that thousands of marketers rely on today. Di shares her insights on how we continue to push boundaries in marketing automation and what’s next on the horizon for Force24.

 

1. Di, you’ve been with Force24 since September 2011. Looking back, how has the company grown and evolved since you started?

Wow, the change is huge! I was the fifth employee hired at Force24 when it was only a small startup. My early days even included invoicing—proof that startup life requires you to wear many hats. Back then, our product was far from what it is today. We didn’t have a customer-facing UI, and everything was launched from the backend. I vividly remember managing campaigns on a whiteboard and taking about two weeks just to build a single email! It’s incredible how we’ve grown into a platform that empowers marketers to execute campaigns independently, sending thousands of emails in seconds. It’s been an amazing journey watching Force24 mature into the sophisticated, agile company it is now.

 

2. As Product and Compliance Director, how do you figure out which new features to prioritise to keep Force24 ahead of the game?

We use a RICE methodology (Reach, Impact, Confidence, Effort) to ensure that the features we develop deliver value to our users both current and future. Our decisions are informed by input from how the industry is evolving and, most importantly, from Force24 user feedback. That’s why we have a close relationship with our beta testers and super users so that we’re always aware of their processes or needs. Continuous improvement is essential—whether it’s enhancing infrastructure to allow for future scalability or refining existing features based on customer feedback. Ultimately, any feature we build must add real value for our users.

 

3. Can you tell us a bit about the Force24 Beta Tester programme? How does it let our customers shape the product roadmap?

The Beta Tester programme is essential to our development process. It lets us release new features to a select group of customers who help us identify usability improvements before a full launch. Their feedback is invaluable, ensuring that the features we roll out are practical and user-friendly from the outset. This way, our customers are directly involved in shaping the future of Force24.

 

4. What’s the latest with AI at Force24? How are these developments making things better for our users?

We are incredibly excited about our AI developments! Our first phase is nearly complete and could already be launched by the time you’re reading this as it’s with beta testers already. The first phase included using AI-generated content for emails, pre-headers, SMS, and microsites. The ability to generate entire email campaigns with just a few prompts is a game-changer. Image generation is next on our roadmap which is very busy and we’re already planning well into 2025. This is only the beginning—our North Star vision is to continually evolve AI capabilities to save our users time, reduce tool usage, and create more space for strategic thinking.

 

5. Why is identifying non-human interaction so important in marketing automation, and what benefits does this bring to our clients?

We want to ensure that only real, engaged contacts move through the marketing funnel. By stripping out non-human interactions from lead scoring, we give clients a clearer view of actual prospects, improving the quality of leads passed to sales. It’s about making sure every touchpoint adds value.

 

6. What metrics do you think marketers should focus on when they’re looking at their email campaigns?

Lead score and conversions are the critical metrics. While opens and clicks have their place for benchmarking, true success lies in how effectively your campaigns move contacts along the buyer journey.

 

7. What are some of the biggest changes you’ve seen in the marketing automation industry over the years?

The speed of innovation has certainly intensified, and the bar for opportunity is raised year after year. Marketers today are expected to do so much but are increasingly time-poor, which is why our platform focuses on providing powerful, time-efficient tools. Continuous improvement is non-negotiable in this space. 

 

8. Where do you see marketing automation heading?

It will continue to seamlessly connect a range of channels and apps, making the customer journey even more advanced and personalised. We started to facilitate this with our App Marketplace, with an ever-growing range of apps available to connect with. AI is also no longer a luxury, but an expectation in marketing automation. AI will remove the mundane, day-to-day tasks, facilitate better reporting and increase the speed of task execution. The key is how effectively it delivers value to the user, helping them work smarter, not harder.

 

9. What’s a project or moment here at Force24 that you’re especially proud of, and why does it stand out for you?

Recently, our team delivered a project and feature called, Custom Objects. This really stands out as a proud moment for me. This allows our customers to take personalisation to the next level. It was a long-awaited feature, and I’m proud that our product team’s hard work paid off. It’s a perfect example of how building the right foundations allows us to execute and deliver complex, highly impactful features.

 

10. How do you make sure that Force24’s features are useful for marketers of all experience levels?

Everything we build must be intuitive enough for new users but powerful enough for teams in fast-moving roles. Even our most advanced features, like Custom Objects, are designed with an intuitive UI that anyone can use. We hide the complexity behind a simple interface, accompanied by award-winning training and support.

 

11. What’s your secret to building a collaborative and innovative environment within the product team?

We encourage open communication and feedback. Every two weeks, we review and reflect on our sprints, listening to everyone’s thoughts on what went well and where we can improve. Everyone’s voice matters, and we make sure to act on that feedback.

 

12. How does customer feedback shape the decisions you make for our products?

Customer feedback is vital. We work closely with the support and tech services teams to gather insights and make improvements. Our Beta Testing programme also gives customers a direct role in shaping our products.

 

13. What’s the most exciting project you’re working on right now, and what do you think it will mean for our customers?

AI is probably the most exciting development right now. We’re already seeing the potential it has to streamline processes, and the journey has only just begun. Integrating marketplace apps (such as LinkedIn and Survey Monkey) into customer journeys is another project that will significantly expand our cross-channel offerings.

 

14. How do you juggle the needs of different priorities while keeping your vision for the product on track?

Involve everyone who should be involved early in the process and get their perspective on the roadmap. By using our RICE methodology, we can objectively prioritise features that deliver the most value.

 

15. How do you stay on top of industry trends and ensure Force24 remains a leader in marketing automation?

At Force24, staying ahead isn’t just about watching what the competition is doing—it’s about making sure every decision we make adds genuine value to our customers. We don’t chase flashy features for the sake of it. Instead, we listen closely to our teams, who are in constant conversation with our customers, gathering feedback and requests. This insight helps shape our product roadmap, ensuring we continue to deliver meaningful, impactful updates that make a real difference for our users.

 

16. What role do you think data privacy and security will play in the future of marketing tools?

I don’t think this is a future thing, it’s already happening and needs to be an important part of the scoping process. We must develop to a secure standard to maintain our ISO27001. Thankfully, our solutions architect, Michael, has security pedigree in his armour.

 

17. How do you handle the challenge of aligning Force24’s growth strategy with the needs of the modern marketing?

Our growth strategy is directly tied to meeting the evolving needs of marketers. The way we see it, addressing marketers’ challenges and keeping our product relevant fuels our growth. Their success drives ours, so we’re always focused on delivering the tools and insights that matter most to them. 

 

18. If you had to give one piece of advice to a marketer just starting out with marketing automation, what would it be?

Understand the power of marketing automation and realise that the capability of the tool you’re using is so much more than just a batch-and-blast email platform. 

 

19. What’s the most rewarding part of your role as Product and Compliance Director at Force24?

Taking a project from concept, through execution, and seeing it live, working successfully, and contributing to the business growth strategy. 

 

20. How do you see your role evolving in the next few years as the company continues to grow?

In the coming years, as Force24 continues to grow, I see my role evolving to place even more emphasis on amplifying the customer’s voice. Over the past couple of years, I’ve focused on improving team efficiencies and refining our process for qualifying which features and improvements to prioritise. Moving forward, I’m excited to build on this by increasing direct interaction with our customers, something we’ve already started with our beta testing programmes. I also hope to see our engineering team expand, enabling us to accelerate the pace of innovation and deliver even more value to our users.

 

21. If you could add any futuristic feature to the Force24 platform, no matter how ambitious, what would it be and why?

Voice activation! This a key part of our AI North Star—enabling users to simply say, “Force24, build me x journey for y audience.” This wouldn’t just speed up processes but also enhance accessibility for businesses with diverse needs. 

 

22. How do you encourage diversity and inclusion within your team, and why do you think it’s crucial for innovation?

Diversity is critical to innovation. Our team thrives on collaboration and the exchange of ideas, regardless of hierarchy. We encourage everyone to challenge one another’s thinking. That’s how we arrive at the best solutions—through open discussion and collective intelligence.

 

23. As a woman in tech, what challenges have you faced, and how have you navigated them to get to where you are today?

Coming from a non-technical background, I focused on learning and growing my skill set. I believe it’s more about your attitude than anything else. Skills can always be learned. While I’ve never framed my career in terms of being a woman in tech, I recognise that strong support from colleagues is essential. I’m lucky to work in a company where background has never defined capability, and everyone is given the chance to excel.

 

24. What advice would you give to other women who want to make their mark in the tech industry?

Believe in yourself and be confident to add the value that you know you have!

Fancy joining forces? We’ve always got our eyes peeled for new talent. Head over to our careers page to see the latest vacancies.