Welcome back to the POWER LEADERS series. It hasn’t taken long since the launch to make an impact. Now I’m getting outreach daily from founders, PR representatives and others who want to recognize industry leaders. That tells me I must be doing something right.
I plan to continue this effort and learn from as many tech leaders as possible -- and share them with you.
In this edition, I interviewed Alexandre Bocquet, founder of Betterly, an ecosystem to find vetted marketers.
SE: What innovations are you bringing to your industry? What sets you apart from your competitors?
AB: Betterly is a talent platform that matches world-class marketers directly with fast-growing brands. We’re taking over the marketing recruiting world and putting our own spin on an outdated industry.
The core team at Betterly is made of former agency directors, in-house marketers and marketing executives.
We understand the marketing landscape better than anyone and provide exceptional match-making services between world-class talent and fast growing brands.
SE: What is a recent win or announcement your company just celebrated? Why does it matter? (e.g. funding, new product, new hire, new feature, etc...)
AB: Our vetting process is pretty intense. Marketers apply on our site and go through a 3-step vetting process. They first fill out an application form on our website (where we weed out 80% of candidates), then complete a full case study based on the vertical they applied for, and finally go through a full interview with one of our expert marketers. We make the process challenging on purpose, but we recently celebrated reaching 400 vetted marketers! Everyone of them also gets added to our Slack channel and we’re in the process of building a world-class community.
SE: What pain point(s) does your company solve?
AB: Finding a marketer is easy. There’s over half a million of them in the US alone. But finding a GOOD marketer with a background that aligns with your vertical is challenging. This is where we step in and use our network of vetted marketers to match brands with individuals whose backgrounds are highly relevant.
Picking the wrong talent can be time consuming and cost companies a ton over time. Not all marketers are created equal!
SE: What are your company’s industry major challenges right now?
AB: Because of the current economic climate, most brands are dialing back on their marketing efforts. That means lower spend budgets, and sometimes hiring freezes. It makes it more challenging to thrive as a marketer in this environment. With that being said, we’re seeing marketers get more and more resourceful and stretch their budgets in a way that allows them to continue operating and scale businesses. From what I can tell, the marketing world has had worse days!
SE: What stories aren’t currently being told about your industry that your audience should know?
AB: Artificial Intelligence (AI) feels a bit like the current buzzword right now, but it’s really changing the way we build marketing campaigns. The thing is that digital marketing funnels still work. They’re just drastically different from what they looked like 2 years ago, or even 3 months ago. Built properly, they can help get companies off the ground in record time. And with the assistance of AI, marketers are able to test twice as many strategies in a given time than they used to.
SE: How do you envision your business changing in the next 3-5 years?
AB: Our vision is to create the world’s most powerful community of performance marketers. We think vetted marketers with brands is just the beginning, and that ultimately, Betterly will become the go-to platform for all performance marketers. We’re talking engaged community, training, guest spears, certifications, online and in-real-life events, merch… We’re building a real ecosystem that we hope marketers will want to be a part of.
SE: What changes do you think are necessary for your industry to stay competitive in current economic times?
AB: I touched a bit on AI in the previous question, but I truly think that keeping a real-time pulse on the fast-growing landscape that is digital marketing is vital. And I mean, it’s not necessary, it’s VITAL. In the digital marketing world, everything changes so quickly. Some days it’s iOS 14, others is PMAX, and sometimes it’s things like consumer behavior! Those who adapt will thrive, and those who don’t will fail.
SE: What measures has your organization taken to ensure you're driving towards the most important goals?
AB: We’re creating a bullet-proof vetting system that will allow us to get some of the world’s best marketers right into our ecosystem. From there, we incubate them into our ever growing community of performance marketers and keep them sharp. I talked about the importance of staying on top of the landscape, so that’s exactly what we’re doing. We want to make sure Betterly marketers are some of the sharpest in the world, and provide outstanding results for their clients.