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Marketing automation spotlight – Vapour Cloud

9 October 2018
by Force24

With so many exciting brands in our client portfolio, we’ve decided to shine the spotlight on a different one each month! But we don’t want to put words into anyone’s mouths. So, in this new format Q&A, it’s over to Tim Mercer, CEO at Vapour Cloud, to tell us more about their company, their use of marketing automation and their comms goals for the year ahead…

1. Describe your company in your own words

We’re a digital transformation specialist helping clients improve their communications with secure connectivity, voice and storage solutions based in the cloud.

2. And why is marketing automation important for your brand?

We have fast growth aspirations and a lean marketing team. We want to maximise the opportunity to communicate with every client, prospect and potential industry partner, but in a personal way.

3. Why did you choose Force24?

They came recommended to us via our PR agency, and we were impressed with how quickly they showcased what they could do to help us. They also enthused about our mission which was important – we’re a people-centric company and we want to work with like-minded organisations. And we love great tech when we see it!

4. Describe our marketing automation platform in one word?

Opportunity-opening (does that count?!)

5. And your favourite feature?

The journey builder.

6. What’s your biggest challenge as a marketer?

Recipients are – quite rightly – demanding a personal experience when they communicate with a brand. This can be difficult to achieve when you’re working to fast growth targets. But with automation, this is definitely doable. It helps us leave no stone unturned.

7. But what do you love most about your job?

That our tech is transforming the way that organisations, large and small, do business. We took a huge risk when we set Vapour up as a cloud specialist five years ago. In fact, we were ahead of the curve. But virtually every company is migrating to a cloud-first mindset now, and our proven specialism in this field means we’re quickly starting to lead the pack, in an industry that doesn’t unfortunately have the greatest reputation.

8. Do you have any specific comms goals for the next 12 months?

Our comms activity is split into two distinct strands. We are looking to of course attract and retain organisations that we can help with our product and service suite. But we’re also looking for more channel partners to collaborate with, to fuel our growth. Force24 is aiding us in both respects. And, in line with our active PR strategy, they’re helping us to achieve maximum brand awareness at a time when we’re on the acquisition trail too. We’ve around £10m to spend so our growth plans are vast!

9. What’s the top skill that a modern marketer needs?

The ability to remember the art of great conversation – to listen as well as to talk.

10. And your must-know marketing tip?

Plan, adapt, execute, reflect, learn, and repeat.

You can learn more about Vapour by visiting their website.

If you’re a Force24 client and you’d like to take part in this Q&A, drop a quick note to our PR team and they’ll take it from there.


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