Digital Storytelling for Forward Thinking Brands and Thought Leaders
An interview with Claudia Arnett, Founder and CEO of Be The Markets
By Monica Lenches and Claudia Rucker
Claudia and I were introduced by a close friend who is an internationally recognized thought leader who has successfully used Claudia’s services to build a robust online presence and achieve influencer status at LinkedIn in a relatively short time. Getting to know Claudia, I was excited to discover that there was much more going on with her than just a gifted ability to build effective social media campaigns. The way in which she goes about providing her services is grounded in a clear set of values and a compelling mission—just our kind of kinder brand.
ML/CR: What inspired you to create a global impact marketing firm?
CA: I had the opportunity to work with a company that valued success based on advertising revenue and a high number of clicks in a campaign. I was frustrated with the profit-driven approach and prevalence of false advertising tactics like click-bait to boost clicks. I decided to leave and create a company that prioritized positively impacting society and sharing real value rather than just chasing profits at any cost. Our mission at Be The Markets is to help thought leaders and organizations doing good work, reach a wider audience and make an even more significant impact. With the right marketing strategy, we can create a better world for all of us.
ML/CR: What are your company’s values?
CA: We are flexible, diverse, and inclusive
We are curious
We are always learning
We are data-obsessed
We commit to a corporate digital responsibility
ML/CR: How does your company live those values on a daily basis?
CA: One thing that sets our marketing approach apart from traditional methods is our commitment to our values. At the core of our work is a dedication to being flexible, diverse, and inclusive. Our global team is located remotely across various continents and offers our team flexible work hours. The flexibility allows us to provide our customers with the highest level of service possible and promote a healthy work-life balance for our team.
We also love data. We regularly utilize data in our marketing efforts to enhance our decision-making process. Through analysis of consumer behavior and engagement with our campaigns, we can fine-tune our strategy and messaging to better resonate with our intended audience. We also use data to track campaign success and optimize our budget allocation for maximum ROI. Ultimately, data is critical in aiding us to make informed decisions and drive results in our marketing campaigns.
ML/CR: What is it about the work you’re doing that is different from traditional marketing?
CA: We take our corporate digital responsibility very seriously. We understand our work’s impact on society, and we always strive to act with integrity and transparency by only using applications that support our values. We demonstrate this commitment by avoiding marketing on platforms like Tiktok, which does not prioritize privacy and digital responsibility. By staying true to our values, we can deliver effective marketing solutions that positively impact the world.
ML/CR: With ongoing breakthroughs happening in Artificial Intelligence (AI), how can it be leveraged in a positive way?
CA: Artificial Intelligence is becoming increasingly prevalent daily as technology advances. AI can offer the best way for companies to automate repetitive processes and gain insight into their business. Here are some ways business leaders can incorporate AI into their operations.
- Automate the repetitive tasks: AI can automate repetitive tasks in a fraction of the time it would take a person to do so. As a result, it frees up your team’s time to focus on more critical tasks that cannot be handled through AI.
- Increase customer satisfaction: Use Chatbots – or “conversational agents”- software applications that incorporate AI technology that mimics written or spoken human speech to simulate a conversation or interaction with a real person. Chatbots can help reduce customer wait times and increase the quality of customer service. With the ability to offer quick responses to simple questions via chat or phone, these applications can streamline the customer service experience and improve overall satisfaction.
- Spark Creativity: Leverage AI software writing applications like ChatGPT to kickstart the process of writing, recommending, or explaining a topic or problem. Then have your team review and edit for accuracy.
By utilizing AI responsibly and innovatively, we can unlock its full potential and create a better, future for all.
To learn more about Be The Markets, visit: www.bethemarkets.com, or you can contact Claudia Arnett directly at [email protected].