24 Questions with Reuben Cole

Interviewed by Katie Hilton, Marketing Manager

Welcome to 24 Questions, FWD: Thinking’s spin on Vogue’s 73 Questions. Each month, we interview members of our growing team, providing a glimpse into life at Force24, where forward-thinking marketers gain momentum.

In this edition, we caught up with Reuben Cole, our newly appointed Senior Product Expert. Reuben delves into his challenges and triumphs at Force24, the key to unlocking client success, and insights into the evolution of marketing automation…

 

1. When did you start at Force24, and what was your first impression of the company?

I started in February 2022, and from the very first day, I felt that it would be an enjoyable place to work, thanks to the vibrant and welcoming culture that I experienced here right from the start.

 

2. What motivated you to join Force24, and how does it align with your professional background?

After graduating, I was not entirely certain about the career path or industry I wanted to pursue. However, I knew I wanted to be part of a business that was on the rise. Upon researching Force24 and witnessing its remarkable growth in recent years, the prospect of joining the company became incredibly exciting for me.

 

3. Can you describe your role as a Senior Product Expert at Force24 in three words?

Exciting, opportunity, dynamic.

 

4. What’s a surprising skill you’ve developed in your role?

I’ve surprisingly developed some coding skills, which I never expected but find immensely rewarding, even if it’s just a small amount.

 

5. How do you ensure successful project delivery?

The key is to listen attentively to the clients’ goals. There’s never a one-size-fits-all approach when creating campaigns for clients, so understanding their specific needs and figuring out how to execute those plans effectively is crucial.

 

6. What’s the best aspect of working directly with the marketers who use Force24?

The variety is what I enjoy most. Each project presents unique challenges and areas of automation they want to address. The campaigns that work for one company might not be possible for another for a variety of reasons. I find it intellectually stimulating to come up with different solutions for different clients.

 

7. If Force24 hosted a talent show, what would your talent be? 

I’m currently the reigning champion of our office’s table tennis Wimbledon day, so I’d have to showcase my table tennis skills.

 

8. Can you share a memorable success story from a project you delivered?

We had big project that required a quick turnaround as it was supporting an end-of-season sale. Collaborating with 4-5 team members, we managed to launch the campaign on time despite the quick deadline which resulted in £223K in sales for their team. We were proud that we helped in that return!

 

9. What’s your go-to strategy for handling challenging projects that may not go as planned? 

I always prefer to get on a call as soon as possible. Sometimes communication can be lost in a long email thread, but a call helps set clear expectations and frameworks for how I can help.

 

10. How do you balance the needs of multiple projects while ensuring high-quality delivery?

Planning is my cornerstone. When working on a project, I estimate how long it will take and then allocate specific times in my day to focus on each task, ensuring that nothing is overlooked.

 

11. What’s your favourite feature of the Force24 platform, and why do you think it’s a game-changer for clients?

I love the pop-up feature. I always encourage marketers to check it out as it’s an excellent way to capture data from engaged contacts who might otherwise be missed.

 

12. What’s a common misconception people might about marketing automation, and how do you address it?

Many think that marketing automation is just about sending emails. It’s much more than that; it’s about crafting journeys and enhancing multi-channel marketing strategies.

 

13. What’s your current marketing hot take?

It’s best to prioritise engagement over sheer numbers. Sending campaigns to a large audience is great, but it’s crucial to ensure you’re targeting engaged contacts. Otherwise, you’ll just be delivering the wrong message to the wrong people, and your fantastic content will fall on deaf ears. Not to mention, you’ll harm your deliverability performance!

 

14. How do you keep up with industry trends and ensure that your knowledge stays current?

Attending events like our masterclasses and staying active on LinkedIn helps me stay updated with the latest marketing trends and see what different businesses are doing effectively.

 

15. What’s the most exciting development in marketing automation right now?

The emergence of AI is fascinating. It will be interesting to see how AI integrates with marketing automation platforms in the future and whether it ends up saving marketers’ time.

 

16. How do you measure the success of a project once it’s been delivered?

Client satisfaction is the main measure. Every project has different measures of successes, whether it’s achieving a specific ROI or achieving a certain number of sign-ups for an event. As long as clients hit and exceed their targets, that’s how I measure success.

 

17. Can you share a piece of advice for marketers to get the most out of their marketing automation tools?

Regularly cleanse your data. Even if you have the best emails and subject lines in the world, it doesn’t matter if you’re sending to invalid data.

 

18. What’s the most fun or unusual request you’ve received?

Once, a client asked us to choose the funniest Teams background for a meeting. It was definitely a fun and light-hearted request!

 

19. How do you ensure long-term success on the projects you work on?

Building a relationship with their team from the start is crucial. I always begin a project with a call to establish face-to-face interaction and set a strong foundation. I note down their goals and give examples on how I can help reach them. It’s not often that we work on a project then never work with that team again so we’re always building momentum every time we work on something new together.

 

20. What do you enjoy most about the collaborative environment at Force24?

If I have a question, I can approach anyone across different departments without fear and knowing that someone in the room will be able to help. This makes collaboration seamless and productive across the entire business.

 

21. If you could swap jobs with anyone else in the company for a day, who would it be and why?

I’d swap with Adam, our CEO, just to experience the thrill of leading the company for a day.

 

22. What has been your proudest moment at Force24 so far?

Winning Employee of the Year in 2023 was an incredible honour and a testament to the hard work and dedication I’ve put into my role.

 

23. How do you foresee the role of a Senior Product Expert evolving in the next few years?

As the role of Senior Product Expert is relatively new, its evolution will depend on what proves to be most effective. In the coming years, I envision opportunities to speak at industry events about Force24 and marketing in general, expanding our reach so that we can continue to help marketers achieve their goals.

 

24. How does Force24 support your professional growth and continuous learning?

Force24 always provides opportunities to explore new areas, and the management team listens to our interests, helping us develop in the areas we’re passionate about.

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