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Getting to know Fraser Sweeney, Force24's Automation Consultant

29 November 2019
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

My main responsibility is generating new business within sector-specific industries. I utilise our savvy platform’s capabilities to identify an organisation’s most frequent pain points and show how Force24 can help them achieve their commercial and strategic goals, as well as alleviate time pressures and workloads for marketing departments.

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

Fact-finding. I enjoy uncovering an enterprise’s challenges and finding the best way to overcome those obstacles and turn them into opportunities. I’ve seen completely polarised views as to why certain factors impact industries – it’s extraordinary just how different this range can be so it’s a varied role to say the least!

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

Direct. I’m a firm believer that difficult situations shouldn’t have any grey areas. Asking the right questions can identify what challenges are present and why they are there. I like to break-up problems into small chunks and work through each one in a detailed, logical order.

4. And the word you think best describes Force24?

Togetherness. I’ve worked in multiple industries – for a range of companies – and have never come across a firm like Force24. Every colleague really cares not only about one another, but the business’s success as a whole.

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

It comes down to the service we provide. This has been mentioned a hundred times over by my colleagues and our customers, but I believe it’s the primary reason why businesses stay with us.

Without waiting queues and a system to ‘raise tickets’, organisations working with us are able to speak directly to one of our employees who is responsible for their account’s progress.

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

Santa Cruz Bicycles. They have some of the world’s best bikes – I’m a keen mountain biker myself – and they’re simply beautiful!

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

Lead-scoring. We use this method to identify how engaged users are throughout their online customer journeys which helps enterprises to truly understand when is the ‘hottest time’ to convert.

We’ve seen a significant increase in customer satisfaction for existing clients because of this feature and – by separating audiences and applying unique scores to their engagement – we’ve helped many firms roll out more proactive, targeted comms as a result.

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

The fact that we’re an open planned office. Having the space for everyone to freely move about and talk with others means we’re not separated and can be more collaborative in our approach. Every department links up throughout our projects, so having that ability to communicate easily really helps our creativity to flourish.

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

Brexit! Many marketers are concerned about how data from their international and national partners will be handled – and rightly so.

However, we’ve consistently applied ‘best practice’ across all our accounts – even before GDPR was a hot topic – and ensure that our customers know they’re safe and 100% compliant.

10. And your top marketing hack?

Look at what works – and what doesn’t.

Ask the questions, ‘What is holding me back?’ and ‘Where does my marketing need to be?’ Dissecting your answers will allow you to create a realistic vision of success and provide a natural direction of where you can test and tweak your comms strategy along the way.


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