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.
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.