Creating Content That Resonates

A Conversation with Armen Karaoghlanian, CMO of Phonexa

In today's chat with a MarTech leader, we speak with Armen Karaoghlanian, CMO of Phonexa, an all-in-one platform for marketing automation that enables clients to optimize all kinds of campaigns. In our discussion, we spoke about his approach to running a busy team and video marketing strategies that work.

Tell us about Phonexa

Phonexa was founded in 2016 and is now an all-in-one suite for marketing automation. We empower companies of all sizes to optimize inbound web and call campaigns as well as outbound call, email, and SMS campaigns, all while having the ability to enhance the consumer journey every step of the way. 

Phonexa consists of seven turnkey solutions with customizable tools for calls, leads, clicks, email, and SMS marketing. We have the scalability, tools, and partnerships to serve clients in all industries, especially those with high consumer demand products and services.

Phonexa was founded because we felt strongly that businesses could benefit from utilizing an all-in-one turnkey solution without juggling multiple platforms.

As a company, we’ve had our fair share of success stories over the last five-plus years. My favorites are the ones where companies that discover us think they can't implement a certain workflow in their business model because that's all they've ever known—and then we make it possible for them. Oftentimes, companies don't realize it actually is possible to have a dream feature, solution, or workflow implemented, as long as they work with a company that is committed to innovation. So, when we help our clients achieve their goals, that's always the most rewarding feeling.

What do you do in your day-to-day work as CMO?

I manage and oversee all marketing activities and initiatives for the company. I am responsible for the planning, developing, and implementing of our company's marketing strategy, and work closely with my team to meet these goals.

Success, for me, is about exceeding any expectations or goals that I or the team have set for the company, team cohesion, and, ultimately, growth for the brand.

What are some of your goals and challenges at Phonexa?

In a general sense, our goal is to continue growing—we’re currently building more products. We are also committed to continuing to serve our clients in the most efficient way possible and helping them realize their full potential with the technology we provide.

A recent challenge arose during the pandemic. We struggled with canceled conferences and tradeshows, which are a big part of how we connect with prospective clients. We were able to pivot quickly and efficiently to find new ways to drive the business forward. We always aim to overcome challenges and obstacles by working together as a team. 

What has been most effective and why?

We’ve run a lot of campaigns over the years, and the ones that have worked the best for us are the ones where we feel like we’ve been able to be different in our approach. For example, we produced a series of videos for an ad campaign to raise brand awareness. We set out to produce high-quality work that we liked first and foremost, and it proved to be an effective tool to increase our brand awareness. In fact, two years later, we are still winning awards and hearing from clients and employees that the videos have resonated with them.

What new trends are you noticing?

There are a lot of tools out in the world but nothing beats personal interaction. Brands need to be more human than ever and to focus on providing real value.

How does content marketing fit into your strategy?

Content marketing is a pillar of our marketing mission. Creating first-class content experiences is pivotal for any company to resonate with an audience, especially when you are in the B2B space. A sharp content strategy helps us tell our brand story, evangelize our products, and reach our audiences because we’re always aiming to provide answers to the high-level questions they have.

However, it can be a struggle to get time and attention from readers. Our target audiences are super busy business executives, so getting their eyeballs on a piece of content is often the hardest part of the job. That’s why we have an omnichannel marketing approach where we meet our audiences where they prefer to get their content, whether it be via search, social media, or an email campaign.

Our content strategy consists of an active and engaging blog, a steady diet of press releases announcing pivotal points for the company, consistent email marketing campaigns, gated assets that serve as lead generation tools for our sales team, and, more recently, a content series on social media celebrating our staff with feature profile stories. Billed as #PhonexaPhenoms, the series has been a hit. It's improved company morale and culture internally and externally, and it’s given our clients and future hires a great glimpse into the DNA of the key individuals who help shape our brand. We’ve paired the effort with a company magazine, and everyone seems to be a big fan.

We also produced a series of videos for an ad campaign, where each ad pokes fun at the seminal moments in technology in recent decades, reflecting on how people have embraced the emergence and advancement of tech. These consist of videos called The Telephone, The Startup, and The Internet. We're proud of the series, not just because we think the videos are hilarious, but also because we feel it truly captures the spirit of innovation at Phonexa. We're always ahead of the curve, always innovating. You don't see a lot of other B2B companies investing time, resources, and money into narrative ads like these, but we felt that it was important because our clients are just like any other customer—they want to be entertained and can appreciate working with a company that has a sense of humor.

Connect and find out more

You can find Armen Karaoghlanian on LinkedIn and get more information about Phonexa on their website.

We hope you enjoyed this industry spotlight. You can learn more about our series of interviews with MarTech leaders on social media. Follow us on LinkedIn, Facebook, Twitter, or Instagram

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