Making the Most of Your MarTech Investments: An Interview with LeverUP’s Daria Nemchonok
2024-09-24
The 2024 edition of “RIGA COMM” is just around the corner, and LeverUP, a renowned MarTech expert, is the proud Digital Stage sponsor for the third year in a row. We had a chat with Daria Nemchonok, LeverUP’s CEO and one of this year’s keynote speakers. Keep reading to find out more about LeverUP’s approach to MarTech and CRM, MAdTech, and LeverUP’s presence on the Baltic market.
1. For those unfamiliar with LeverUP, could you briefly introduce your range of services and what sets you apart in the MarTech and CRM industry?
● Answer: LeverUP specializes in delivering a wide range of marketing technology (MarTech) services, helping businesses optimize customer engagement and drive growth. Our offerings include implementing and managing CRM, marketing automation and data platforms such as Salesforce, Braze, and more. What sets us apart is our technology-agnostic approach, which ensures that we recommend the best solution that fits the needs of a company and tailor it to fit each client’s unique needs. By combining deep MarTech expertise with a commitment to being close to our clients – especially with our local presence in the Baltic region – we offer personalized, innovative, and scalable marketing solutions for lasting business impact.
2. Your presentation at “RIGA COMM” on 4th of October is called “MADTech: How to Make Every Channel a Shopping Channel”. What does MadTech mean? Is it just another buzzword, or some kind of a new technology?
● Answer: No, this time it’s not yet another technology – MADTech is a logical combination of MarTech and AdTech, as these two streams of digital marketing are finally coming together thanks to the huge leap in the development of modern marketing automation platforms. They were unfairly disconnected for far too long, and bringing them together is very important now, in the age of declining customer loyalty. Let’s forget the technical terminology for a second and dive into a practical example. Imagine that you have to identify the segment of your customers who are about to stop using your services (churn), and you would like to provide them with interconnected, helpful and meaningful content across email, mobile application, and ads. How was your last email campaign perceived? Were there any support tickets by the user? What do the recent NPS results look like? Can we shape up the content of the next paid ad a user will see based on how the mobile offer was perceived? Bringing MarTech and AdTech together empowers businesses to meet customers where they are, ensuring both relevance and engagement across all digital touchpoints.
3. LeverUP is participating in “RIGA COMM” for the 3rd time already, and now you have bold plans to open the office in Latvia. What connects you to the region, and how will local presence support your existing and potential Baltic clients?
● Answer: LeverUP has been actively engaged in the Baltic region for several years now, and we’re excited to expand our presence with a new office in Latvia. The local market stands out for its openness to new technologies and its pioneering spirit in the digital domain. With our established presence in Tallinn and partnerships with companies like Bite, Kesko, and Synlab, we see tremendous potential here. Latvia offers a wealth of talent with a keen interest in the MarTech solutions we specialize in, making it an ideal location for our growing delivery team.
4. The MarTech (or MADTech?) industry is constantly evolving and changing: data protection challenges, more demands for personalized marketing, an overwhelming amount of data companies operate, AI. What would you recommend to businesses to maintain both privacy and effectiveness in customer engagement?
● Answer: With all the changes, at the end of the day it all boils down to following questions: where is our data, and how are we collecting it? How can we use the data for the benefit of our clients? And, particular to the age of AI – what is our data doing out there?
Data strategy is the key, and it’s our job to make it hassle free and streamlined, and show our clients how they can stay compliant with industry regulations while still making the most of the data they have at hand. The next step is to find that fine line in using the data in order to personalize the experience of every user while keeping them feeling safe that their data is not overused. The ultimate goal of every effort made in the customer communication domain is to build trust and increase loyalty. We do not only configure technology platforms but always look deeper into the industry specifics to achieve the best results.
5. Looking ahead, what is LeverUP’s vision for growing its footprint in the Baltic market, and how do you plan to stay ahead of emerging MarTech trends?
● Answer: Looking ahead, our vision for growth in the Baltic market is driven by the desire to be close to local clients and to offer personalized solutions that address the unique challenges of the region. We plan to build strong relationships through local presence, enabling us to better understand our clients’ needs and provide tailored consultations. By staying at the forefront of emerging MarTech trends, such as AI-driven customer experiences and data privacy, we aim to ensure that our clients always have access to the most innovative, best-fitting technologies.
If you are curious and want to know more, pay LeverUP a visit at their “RIGA COMM” booth at A4 on 3rd or 4th of October. Who knows, maybe you’ll even get a free two hour consulting session?
About “RIGA COMM 2024”
The 13th Baltic Business Technology Fair and Conference will take place on 3-4 October 2024 in Riga, Latvia. The event is tailored for entrepreneurs in the service and manufacturing sectors, senior executives from government institutions, and cross-functional professionals. This event provides a unique platform to explore cutting-edge digital technologies, gain strategic insights, and forge valuable partnerships with technology providers to drive business growth and innovation.