InfoTrack’s founder, Christan Beck, was recently recognised as EY Entrepreneur of the Year. This is an amazing achievement and also a reflection of the innovative spirit that started our company and remains part of our ethos.
At InfoTrack, we are not scared of taking risks. Our marketing team is led by Roni Millard, a CMO50 finalist and marketing visionary.
In addition to always thinking ‘outside-of-the-box’, Roni has instilled in us a hunger to learn, to always challenge the norm and to work collaboratively. Both Christian and Roni truly embody what it means to be an entrepreneur, below are six lessons that we’ve learnt from them and put into practice every day.
1) Understand the needs of the market
We are always communicating with our clients and polling the industries we serve to better understand their needs. One of the biggest changes in the conveyancing industry has been the introduction of e-Conveyancing and there was an obvious need for more information and education around the process. We recognised this and implemented a series of e-Conveyancing roadshows with industry experts, government representatives and practitioners to educate thousands of lawyers and conveyancers across Australia. We also created an e-Conveyancing guide and e-Conveyancing information packs to provide additional resources to the industry.
2) Test new channels
The industries we serve are hungry for knowledge, they need to stay up to date with the latest legislation, trends and hot topics. We introduced our internal events channel in 2015, starting with a few product and industry-based seminars and then adding webinars. We found this new channel to be a great way to connect with our audience and we continue to build on it and branch into new areas. We now run weekly webinars that are hosted by both internal and external experts and attended by hundreds of people.
3) Adapt and transform
We must be nimble enough to pivot and change directions, as seen with the recent launch of our consumer products. This has put our team’s digital advertising in the limelight and pushed us to find creative ways to increase ROI and lead generation. We’ve had to learn how to market in a completely new way and adapt our style to engage with new markets.
4) Test new technologies
In a country where over 85% of the population is online, we need to be sure we are innovating and making the most of the technologies available to us to enable our digital activity to cut through the noise. We’re constantly trialling new software and marketing data automation to optimize our processes.
5) Focus on user experience
Our digital program has evolved so much in the past few years. We’ve grown from a program that previously focused on updating web content to now creating enjoyable user journeys, developing UI/UX strategies and increasing organic, social and referral leads for our sales team. We are constantly looking at innovative ways to further enhance our client’s experience on the web.
6) Integrate with the rest of the business
As a team, we’re constantly ensuring there’s a ‘golden thread’ running between us to align our digital, content, design and events. But we are also integrated with the rest of the business, regularly attending huddles and strategy check-ins with developers, product, sales and operations to ensure we are clued into all aspects of the business.
These lessons are always at the forefront of our minds; a lot of our success as a marketing team can be attributed to the implementation of the above.
