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Explore our Digital Marketing Strategy and Planning Toolkit

#MarketingMinds: Interview with Adam Pearce from Blend Commerce

By Nadine Burzler 28 Sep, 2018
Essential

The #MarketingMinds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses.

Marketing Mind:

adam pearceAdam Pearce

I'm the co-founder of eCommerce digital marketing agency, Blend Commerce. We're a team of 7 who started up 16 months ago to blend design, development, strategy and marketing into one neat package for Shopify store owners.

As Marketing Director and co-founder, I manage our team of digital marketers and make the decision on where we get to do cool stuff with clients.

LinkedIn | Website

What is your background in Marketing, and how did you come to be in the position you are in now?

Having graduated from University with a degree in Economics, I initially worked as a management consultant. Following a short stint in teaching, I fused my two careers to become a Sales and Marketing executive for an educational app company.

Following a move to a competitor, I became the marketing director and lead the marketing across the UK, the US and Canada. Following this, I decided to partner with one of my closest friends to start the agency we have today.

Which technical skills do you believe are most important in your role?

Deep Data analysis is by far the most critical skill. Being able to tell a simple story from complex data is what a good marketing agency should do.

Which soft skills prove most useful in your role?

Listening. It's a cliche yes, but understanding what is frustrating the client about their business is key to being able to select the best tools to help solve their problems.

Which markets does your organization operate in?

USA, Canada, Australia, NZ, UK.

Which Marketing or Business related book would you recommend to a colleague, and why?

The four hour work week. Ok, I'm not working 4 hours a week, but the principles help you have a different mindset to life and business which has made more productive.

What can be one of the biggest challenges Marketers face in the industry you operate in?

Trust with clients. It only takes 2 minutes to skim over Facebook, YouTube and Linkedin with every 'expert' trying to push a webinar, guide or free trial for marketing.

How do you and your team overcome the aforementioned industry challenges?

Using data to give a realistic picture of what the client can expect from marketing investments. Many clients always tell us that other agencies have made 'guarantees' of leads or promises of ROI that just simply haven't been met.

Describe what a typical day at work looks like for you?

8 am - Review the teams progress on our project management system
8.30 am - Respond to client emails
9.30 am - Team/individual meeting catchup.
10.30 am - Creation of content
1 pm - Gym and Lunch
2pm - 5.30pm - Client calls

Please share digital marketing tools that help you and your team accomplish your goals every day.

SpyFu - An absolute godsend for helping understand the position of clients competitors.
RivalIQ - Great for analysis of social ads

In your opinion, what are the most valuable skills a marketer in your role can have?

Integrity, honesty and frankness.

What are the most important attributes you look for in a Manager?

To work 3 days a week in my agency and 1 day week on a pop-up BBQ stall (I'll tell you over a beer)

What are your most important KPIs (Key Performance Indicator)?

ROI.

Across the marketing mix, what medium has brought your organisation the best results?

Referral marketing by far.

What are the most important attributes you look for in a Manager?

Strategy. If there isn't a plan, how can you be respected?

What is unique about the organisation you work for?

It sounds corny, but in comparison to the more corporate agencies out there, we're very 'family orientated'. Flexible working, dog-friendly office, team meals and drinks each week and wear what you like to the office.

Describe one of the most successful projects or campaigns you've worked on. Why was it successful?

We helped launch a UK based B2B business that involved us creating the marketing strategy and implementing this on behalf of the client. The strategy was focused on creating a community of customers that would essentially market the business to one another. In 6 months, we helped the owner get a 12 x ROI on her investment.

Have you worked on a project or campaign that didn't go as planned? Please describe what went wrong, and the key takeaways from the experience?

Yes! We once took on the outsourced marketing for a US-based Asian supermarket chain. Whilst the project seemed attractive, we found it very difficult to conduct research into the demographic, and SEO was frankly impossible. The key learning was to only take on projects we know we can work with comfortably.

What is the best piece of work-related advice you have ever received?

Always manage expectations in every situation.

What do you see as the most exciting future opportunities in digital marketing that you are working on?

Chatbot marketing. It's incredible.

By Nadine Burzler

Nadine is a multimedia content marketing specialist with extensive experience in startup and higher education marketing. Connect with her via LinkedIn

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