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When Hyland was founded, its initial purpose was to help optimize workflows and processes by eliminating filing cabinets. More than 25 years later, as businesses have gone through digital transformations, the filing cabinet mission no longer applies. So Hyland did what any good business does, it adapted by following the data.

”The trick is you have to go where the data’s telling you to go. And if you’ve run certain types of tactics and certain verticals and they haven’t worked very well, you have to be able to then take those learnings and help set expectations.”

Those are the words of Hyland CMO, Drew Chapin, and on this episode of Marketing Trends, he dives deep into the power of data and why marketers need to let it fuel their decision making. Plus, Drew discusses the advantages of virtual conferences and why one particular partnership is leveling up Hyland’s game.

Main Takeaways:

  • Data-Driven: It’s not enough to say that you are data-driven. You need to have an understanding of what the data is telling you and then be able to act on it. Don’t continue to pursue verticals that are not successful. Be confident in what your insights are telling you.
  • Team Building: When you are building out your team, don’t focus as much on the competence and technical skillset of the candidate. Instead, focus on areas like empathy, curiosity, and if that person is a deep thinker. Those soft skills are growing in importance and provide Hyland with insights on whether potential employees will stick around.
  • Virtual Experience: Shifting events online provides you with the opportunity to not only engage your customers in a new environment, but it’s allowing those same customers to continually engage with the conference multiple ways. By hosting conferences online as opposed to in-person, event hosts have the opportunity to let the data tell them what sessions are driving engagement, how long participants are watching, and if they are coming back multiple times, which will lead to better, more engaging events and conferences in the future.
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Key Quotes:

“At a high level, Hyland helps organizations optimize workflows and business processes, especially those that include content and unstructured data. Our legacy was getting rid of paper —25 years ago we would measure the value of a deal based on the number of filing cabinets that we were going to get rid of at a particular company site.”

“We learn a ton through all the data we are able to collect [through online conferences]. It makes me wonder, should we do that more often? Should we be transitioning some of these in-person events to digital experiences?”

“We’re able to see what content is resonating with our audience and how long they are viewing certain sessions. That virtual experience lives for 60 to 90 days after the conference, where our customers can come back and consume additional content. So the treasure trove of data is really interesting to us, and going forward, we’ll certainly be leveraging that.”

“Employees are family and customers are our partners.”

“The technical competence and domain expertise in functional areas, that’s table stakes. There’s lots of very smart, educated, marketing professionals out there. What sets Hylanders, and people I like to work with apart from the general population is the softer skills.”

“What I’d say about campaigns is that I think you have to sometimes be simpler. The bright idea, the shiny object is okay if that’s where the data’s telling you to go, but to me, sometimes the most successful campaigns are the ones that are the simplest.”

“You’re trained to focus on the hard-edge areas, but most time that is wasted at companies is on the softer skill areas, empowering teams, collaboration and addressing conflict head on and not letting it linger. Not focusing on those areas is the biggest opportunity companies are missing.”

Bio

Drew Chapin serves as the Chief Marketing Officer at Hyland, a role he’s held since June 2012. He has deep expertise in team building, marketing strategy, demand generation, lead and pipeline management, product marketing, sales alignment and B2B branding. Prior to Hyland, Drew held various top-level leadership positions at SAP North America, Computer Associates and Hewlett Packard, and was a captain in the U.S. Army. Drew is also an avid Cleveland sports fan, and when he’s not working he enjoys golfing, running and spending time with family.

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