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Getting to know James Skellington – Force24’s Strategic Automation Consultant

21 December 2018
by Force24

We’re as renowned for our people as we are for our tech. So, once a month, we put a member of our team in the spotlight to learn more about their role, why they’re good at it, and what their advice is for the wider world of marketing…

1. Summarise your role in one paragraph

To explore the needs of businesses and connect them to the right solution, which best returns on their goals. By understanding the brand – its needs and the team – Force24 can provide a bespoke solution tailored to identify, engage, nurture and convert target audiences.

2. What’s your favourite part of the job?

It has to be delivering a solution that really improves customer engagement and experience, allowing a team to take their business to the next level. Force24 has shaved hours off daily processes and increased revenue for so many clients, which I think is amazing!

3. Which one word would your colleagues use to describe you?

Approachable – I’m someone that everyone in the office can come to for advice.

4. And the word you think best describes Force24?


5. Why do you personally think Force24 stands out from competitors?

Force24 really takes responsibility for the way its clients use the system. Our team is on hand Monday-Friday to train, support and consult, to ensure everyone gets the most out of their comms strategy. 

6. The phone rings and it’s your dream client… who would it be?

Expedia – the travel sector is where we thrive and to work with one of the largest global brands would be an exciting prospect.

 7. What’s your favourite feature within Force24’s marketing automation platform?

The genius blocks are a wonderful personalisation tool and a real game changer for customer experience. Being able to send an email from one microsite, which dynamically populates based upon their previous site interactions, makes every experience unique.

8. The office attracts quite a lot of attention from visitors. What’s the best bit?

The people are the best part of any business and this office stands on its own in my eyes.  We’ve got great personalities, who go above and beyond to make sure Force24 is at its best.

9. What is the biggest challenge facing the marketing industry over the next 12 months?

The big challenge for brands is knowing where to invest. Agencies have their specialisms and marketing managers have their areas of expertise, so it is sometimes difficult to justify their share of marketing spend.

Every business is unique, which means as tools develop and technology advances, some revert to what they know – fighting change – while others embrace every new area of marketing they can. The key is to be open to learning something new, while understanding how each system fits with and compliments your existing structures.

10. And your top marketing hack?

Where possible, you need to treat every single customer as an individual. People are exposed to levels of advertising like never before, so if you’re sending them generic materials, that’s exactly what they will see them as, and you will face an uphill battle to connect with them.


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Reading about a platform is all well and good, but to see it in action is another thing entirely! Get in touch and book a free one-to-one demo to see how you could get the most out of Force24.

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