Q&A with Rachel Eisenhauer, VP of Marketing at SundaySky

Media 7 | April 15, 2021

Rachel Eisenhauer, VP of Marketing at SundaySky, oversees all marketing functions, including digital marketing, demand generation, operations, field marketing, customer and partner marketing, events, vertical strategy, analyst and press relations, content and corporate communications. She leads a team of digital, product, and solutions marketers, and focuses on building the brand and creating demand for the company. Rachel is one of the original go-to-market team members in the U.S., joining the company as the first marketing manager in 2012. Prior to SundaySky, Rachel built the digital marketing function at agencyEA, an experiential marketing and event firm based in Chicago.

It’s essential to follow and stay close to customers: what they read, what they spend their free time doing, what their business challenges are, what’s working for them, what’s driving their decisions, etc.



MEDIA 7: Could you please take us through your journey? What inspired you to get into marketing?
RACHEL EISENHAUER:
I’ve always been interested in the influence of messages, whether written word, visually, or in the case of video, both. And the power of how messages influence us to make decisions, which is ultimately marketing’s responsibility. I’ve also always been drawn to the new: new places, new food, new artists, new brands, new products, new technologies. So starting my career at an event marketing agency focused on brand experiences and product launches sounded like the perfect place to start.

On top of that, when college started, so did Facebook. So when I started at the agency, I pioneered their social media presence, got the firm on Google, and rebuilt the website. I guess that launched me into digital marketing coupled with the experiential marketing service of the company and the client-first focus of the culture.

Digital + customer experience = where I am today.

M7: Given your target audience, what channels do you consider best for technology marketing?
RE:
Customer referenceability, without a doubt. It’s B2B’s word-of-mouth referral. And it doesn’t necessarily have to be a direct customer referral or review site, but maybe the prospect was an end customer or user from the technology. We see this all the time at SundaySky and it happens to be our best performing lead source channel: a prospective lead is wowed by the experience of our technology in the consumer seat—a personalized video experience on behalf of a brand which is one of our customers. That lead then puts her business buyer hat on and immediately translates that consumer experience to use cases in her own business. Because at the end of the day, business buyers are just people that still are moved by a delightful, engaging experience.


Intent signals to help us identify active demand: who is in the market, out looking for solutions, and sending buying signals that we can respond to and build on.



M7: What do you think is essential to stay competitive in a market that is going through constant digitalization?
RE:
It’s essential to follow and stay close to customers: what they read, what they spend their free time doing, what their business challenges are, what’s working for them, what’s driving their decisions, etc. At SundaySky, we use Gong.io to track and analyze that market intelligence and use customer and buyer responses as insights into our go-to-market strategy.

M7: What trends in the marketing technology industry are you watching keenly right now?
RE:
Intent signals to help us identify active demand: who is in the market, out looking for solutions, and sending buying signals that we can respond to and build on. They don’t necessarily need to be in-market looking for our solution, but if they have a challenge we can solve, I want to know and proactively pursue and engage them as part of our holistic demand generation.


Build your network of people that you gravitate towards but you can also trust. It should be a mix of women and men of different personas



M7: What do you believe are the top product marketing challenges in the post COVID-19 era?
RE: The top product marketing challenges are changing buyer
habits and more buyers added to the mix. In the perfect world, my team would be consolidating our marketing mix, but it’s quite the opposite: the self-driven research that buyers do on their own forces us to add more channels to our mix, and test to see what channels are most effective. That coupled with more influencers and potential users in the buying committee simply mean more people across more channels that we need to market to.

M7: What is your advice to young women considering a career in marketing?
RE:
Build your network of people that you gravitate towards but you can also trust. It should be a mix of women and men of different personas: advocates and promoters who will boost your spirit and encourage you, but also challengers who will question you and provide candid feedback. Having these peers and advisors to be your sounding boards and complement your weaknesses is like your own personal board of directors. Diversity is key: you don’t want only like-minded people, or else you won’t have that growth challenge.

I would recommend this for any young woman entering the business field. For marketing specifically: it’s an extremely cross-functional role, which is not for the weak of heart. You will be required to start with your own perspective, solicit input from many other cooks in the kitchen—some you agree with and some you don’t—and execute on it or make recommendations from it. The more you do, the better you’ll get, and the stronger you’ll be at it. Keep exercising that muscle.

ABOUT SUNDAYSKY

SundaySky is transforming customer experience for the world’s most demanding brands, enabling them to deliver video-powered experiences that drive breakthrough outcomes at key moments along customer journeys. With SundaySky’s Video Experience Platform, brands generate millions of unique digital experiences annually that improve engagement and inspire behavior change. Proven with companies like 1-800 Contacts, AT&T, Citi, Staples, UnitedHealthcare, Verizon and many others, SundaySky’s unparalleled platform and unmatched domain expertise equip brands to achieve step-change business results and quantifiable value from increased revenue, reduced costs, lower churn, and higher customer satisfaction. Headquartered in New York City, SundaySky has additional offices in Tel Aviv and Tokyo. For more information, visit sundaysky.com.

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As such, we’re excited to collaborate with CrowdStrike further and be named one of their Elite CPSP providers.” Kurtis Armour, VP of Product Management at eSentire: “eSentire is proud to be an Elite CPSP partner and one of its leading Managed Detection and Response partners, securing the critical data and applications of more than 650 mutual customer organizations globally with 24/7 multi-signal MDR. As a result of being powered by CrowdStrike, we can protect organizations where they are targeted most – across their endpoint, network, cloud and identity data sources. No matter where their data or users reside, security leaders can trust in eSentire to deliver the added value of 24/7 threat hunting, investigation, containment and remediation expertise – all with a Mean Time to Contain of just 15 minutes.” Mike Burgard, CISO of Marco Technologies: “Marco prides itself in providing best-in-class services to our clients. One of the ways we achieve this is by powering our services with the CrowdStrike Falcon platform. The CrowdStrike Powered Service Provider program allows us to expand our security services to adapt quicker to changes in the industry and ultimately better meet our client’s needs.” Benjamin Serre, Chief Development Officer, Orange Cyberdefense France: “SMB customers are particularly vulnerable to cyberattacks and need cybersecurity solutions that constantly adapt as the threats evolve. We are delighted to have chosen CrowdStrike for our managed services Cyber Protection. Combined with the Orange Cyberdefense expertise, especially pro-active hunting, it provides them with the next-generation of cybersecurity services.” Tom DeCoster, Vice President of Managed Services at Sirius, a CDW company: “Joining the CrowdStrike Powered Service Provider Program recognizes CDW’s proven track record of helping Customers achieve their outcomes. By harnessing the power of the CrowdStrike Falcon platform, we are able to help customers meet their security needs with unrivaled speed and reduced complexity.” Robert Anderson, Jr., Chairman and CEO at Cyber Defense Labs: “As cyberthreats keep evolving and getting more complex, companies require specialized expertise in cyberattack prevention. Combining CrowdStrike’s world-class, advanced CrowdStrike Falcon platform with Cyber Defense Labs’ comprehensive cybersecurity solutions and world-class service enables us to stop breaches in real time, as well as maintain our forward-looking approach to protecting organizations from sophisticated cyberthreats they face today and in the future.” About CrowdStrike CrowdStrike (Nasdaq: CRWD), a global cybersecurity leader, has redefined modern security with one of the world’s most advanced cloud-native platforms for protecting critical areas of enterprise risk – endpoints and cloud workloads, identity and data. Powered by the CrowdStrike Security Cloud and world-class AI, the CrowdStrike Falcon® platform leverages real-time indicators of attack, threat intelligence, evolving adversary tradecraft and enriched telemetry from across the enterprise to deliver hyper-accurate detections, automated protection and remediation, elite threat hunting and prioritized observability of vulnerabilities. Purpose-built in the cloud with a single lightweight-agent architecture, the Falcon platform delivers rapid and scalable deployment, superior protection and performance, reduced complexity and immediate time-to-value.

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CHANNEL PARTNERSHIPS

Sonicu joins Schneider Electric Exchange Platform as a Certified Technology Partner

Sonicu, Schneider Electric | September 22, 2022

Sonicu, a leading provider of critical environmental monitoring solutions for healthcare systems across the nation, joins Schneider Electric, the leader of digital transformation in energy management and automation, as a Certified Technology Partner and member of its Exchange Platform. Schneider Electric's Exchange Platform is a digital marketplace that connects experts and peers in a digital ecosystem, unifying multi-disciplinary expertise in one collaborative community. The Exchange community gives entry for Sonicu to co-collaborate, co-innovate, and enhance its critical environment and monitoring solutions portfolio with an elite network of trusted experts. Sonicu's critical environments solutions and services protect some of the most respected health systems across the nation. As Certified Technology partner, Sonicu will drive innovation at scale to deliver superior operational visibility, asset management and protection, and compliance reporting to its current and growing list of healthcare customers. "We know hospitals and other healthcare facilities rely on Schneider Electric and its trusted network of partners to accelerate digital transformation, improve facility operations, energy efficiency, and patient care. We're excited to join the Exchange Community as a Certified Technology Partner and look forward to solving problems with this customer-focused organization." said Joe Mundell, Chief Revenue Officer, Sonicu. Already in 40% of the world's hospitals, including five of the top ten, Schneider Electric's EcoStruxure™ for Healthcare solutions combine connected products and edge control, apps, analytics, and services to help hospitals and healthcare facilities address tomorrow's challenges, today. "Healthcare facilities of the future will rely on technology to deliver improved sustainability, resiliency, hyper-efficiency, and people centricity. As a member of our Technology Partner Program, Sonicu will leverage EcoStruxure™ , our IoT-enabled, interoperable, platform to co-innovate solutions that enable those outcomes." David Evans, Global Healthcare Segment Lead at Schneider Electric Sonicu's membership to the Schneider Electric Exchange Community and status as a Certified Technology Partner compliments the values of its recently released Channel Partner Program. "We've invested in our technology to make it easier for our customers to install, implement and improve their operations and we're excited to be upgrading our partnerships with this exciting opportunity to be part of the Schneider Electric Exchange," said Joe Mundell, Chief Revenue Officer, Sonicu. "We've invested in our technology to make it easier for our customers to install, implement and improve their operations and we're excited to be upgrading our partnerships with this exciting opportunity to be part of the Schneider Electric Exchange," said Joe Mundell, Chief Revenue Officer, Sonicu. To learn more about Sonicu, visit our profile on the exchange. To learn more about Schneider Electric's Exchange Platform and its Technology Partner Program, visit https://exchange.se.com/.

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