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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
In an ever-evolving digital world, where technology continually reshapes our work dynamics, the role of Artificial Intelligence (AI) in improving employee experiences is becoming increasingly significant. PeopleReign, a dedicated company in this realm, aims to alleviate common workplace frustrations by harnessing the power of AI. Recently, I had the pleasure of discussing this with Thom, who provided a wealth of insightful information about their mission, challenges, and the strategic importance of AI in enhancing employee productivity.
“Reign is a company focused on providing better employee experiences,” Thom began. This statement encapsulates the essence of PeopleReign’s objective. The company’s mission centers on alleviating the myriad of small yet time-consuming workplace tasks — from changing a 401K to ordering a new laptop — that employees often find frustrating. Using AI, PeopleReign aims to develop a bot that could potentially save everyone at least one hour per week, giving them more time to enjoy life and spend quality time with family.
“At the end of the day, it’s about making that employee experience as great as we can,” Thom emphasizes.
Thom, who heads the marketing department at PeopleReign, shared his professional background and how he transitioned from a developer to a marketer. “I started back in the old days as a developer,” he reflected, recalling his early career days at Microsoft, where he was involved in technical marketing. He became deeply interested in digital marketing, witnessing the significant transition from traditional marketing methods to modern digital strategies that tracked user behavior through various digital channels.
For Thom, the appeal of marketing lay in its blend of data analysis and human interaction. Unlike development, which is more binary—code works or it doesn’t—marketing enables exploration of the gray areas related to consumer behavior. This combination of human psychology and data-driven strategy makes marketing a continual learning process.
Thom’s career has spanned several economic downturns, including the dot-com crash, the 2008 financial crisis, and the recent COVID-19 pandemic. Each of these events has reshaped marketing strategies in notable ways:
Thom notes that during these periods, it’s vital for companies to highlight how their technology can save costs and improve productivity rather than simply presenting it as “technology for technology’s sake”.
A key aspect of PeopleReign’s marketing strategy is the development of an Ideal Customer Profile (ICP). Thom explains that many startups fall into the trap of trying to market their products to everyone, from teenagers to grandparents, across multiple industries. However, to scale successfully, identifying a specific target audience is crucial.
The ICP for PeopleReign includes businesses focused on enhancing customer experience with a defined service desk process and a clear mandate to improve productivity.
Thom describes the process of building an ICP as intensive and iterative:
“It’s the struggle of every marketing person out there,” Thom remarks, highlighting the continuous process of refining and testing the ICP.
Thom prefers rapid prototyping on platforms like LinkedIn, which offer detailed targeting and measurable actions. He also mentions industry consortiums and associations as valuable but low-cost testing grounds for thought leadership.
Creating original research and thought leadership content, such as white papers and webinars, has been a cornerstone of PeopleReign’s strategy. These pieces not only provide value to potential customers but also position the company as an industry leader.
“Creating your own data and turning that into a leadership piece can significantly elevate your brand,” Thom explains.
Email remains a powerful tool for testing content and subject headers. For instance, Thom recalls an instance where a meme from a popular movie received unexpected negative feedback, prompting an immediate campaign adjustment. This highlights the importance of being “ruthlessly relevant” in every aspect of marketing.
One of the marketing campaigns Thom is particularly proud of involved redefining the company’s image in a crowded market. Through a combination of surveys, white papers, and partnering with larger organizations, they were able to create a new category within the industry. This campaign not only garnered significant PR but also influenced competitors to adopt similar messaging.
Holding a marketing team accountable involves setting clear, measurable goals and constantly reviewing progress. Tom advocates for daily stand-ups and weekly reviews to ensure alignment and prompt adjustments based on real-time feedback.
Thom emphasizes a balanced approach to managing creatives, acknowledging the difficulty of rejecting ideas while also recognizing the need for data-driven decisions. Celebrating failures and learning from them is as crucial as celebrating successes.
Interestingly, handwritten thank you cards have proven to be an effective marketing tool for PeopleReign, often leading to higher engagement and better customer retention. Similarly, thought leadership classes and webinars have also yielded substantial results, demonstrating the value of low-cost, high-impact strategies.
Towards the end of our discussion, Thom shared some personal insights, including his love for scuba diving and underwater photography. He also offered a practical recommendation—the best purchase under $100 he made recently was a set of rubber stopper lens caps for his underwater camera housing, which have saved him considerable money.
PeopleReign’s approach to leveraging AI for enhancing employee experiences, combined with their data-driven and iterative marketing strategies, offers valuable lessons for any organization aiming to improve productivity and customer satisfaction. Their focus on building a precise ICP, utilizing thought leadership, and constantly refining their tactics underscores the dynamic nature of modern marketing.
Stay connected with PeopleReign through their website and follow their insightful podcast on AI and the future of work.
“Our mission in life is to make that employee experience as great as we can,” Thom concludes, encapsulating the ethos of PeopleReign.
Thank you for joining us for this deep dive into PeopleReign’s innovative approach to improving the workplace with AI. We look forward to sharing more insights in our upcoming episodes!
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