Getting to know: Will Partington, Senior Technology Consultant, WoolfHodson
Read Time: 5 mins
Will has worked in Marketing for 9 years as a Developer, Marketer and Strategist for brands including Sage & Symantec before joining WoolfHodson. Here, Will shares some of his market insight, expertise and personal life, plus gives us a glimpse into his day to day role at the company.
What attracted you to WoolfHodson and what does your role involve?
The calibre of the team and their work. Having worked initially with WoolfHodson as a client, I was really impressed by the company’s approach and the quality of output; it was very clear from the outset that WoolfHodson is a passionate and genuine business that partners with organisations to find the best solutions for their needs. This garnered my immediate trust and respect, so when I had an opportunity to join the team, I jumped at it.
I lead with the implementation of Marketing Automation Platforms as well as integrations and strategic planning to drive adoption of digital technologies across sales and marketing teams.
What excites you the most about the industry and emerging tech?
The ability to confidently drive change in a business or organisation. Emerging technology is allowing us to take data led decisions more than ever before, allowing us to begin realising the huge potential that digital audiences offer us as marketers. Marketing is the owner of the growth agenda and this will be key to recovery as we come out of Covid-19.
Looking at advertising specifically, there’s a huge opportunity to improve targeting and I’m hoping we’ll see great leaps in tying together currently disparate systems and platforms to provide more relevant and engaging customer journeys, delivering a better brand experience.
Is there such a thing as an average day?
There absolutely isn’t – whilst we have a routine in terms of management and administration, we can be working on several different projects at different stages in a single day. We’ve been able to cope well with Covid-19 as our team is used to working remotely, whether that’s from a client site, travelling or working from home. It’s this flexibility and agility that ensures we deliver for clients consistently, even when in unusual circumstances such as these.
We’ve seen periods like this in the past, where the market has weakened, as accelerators for change within industries. As the economy slows down, cost cutting requires greater efficiencies to deliver growth from tighter budgets and we’re in a great position to help our clients do that. Realising greater efficiencies in their Marketing and Sales activities so they can hit the ground running when markets do pick back up.
What makes an effective Martech strategy?
Relevancy to your organisation! There are lots of published MarTech strategies and frameworks that provide for a wide range of platforms, processes and resources, but how many of these will provide value for your business in the short, medium and long term?
Ultimately your Martech strategy should enable you to understand what activities drive successful marketing and sales outcomes and provide you with insights that allow you to continuously improve these.
What works for one business won’t necessarily work for yours so aligning your strategy to your business activities and objectives is key.
How do you keep up with latest industry developments?
I try to keep myself up to date by keeping an eye on the latest content from vendors, strategists and analysts but it’s mostly through being presented with a new challenge that I find myself spending time researching new ideas and technologies and finding solutions.
Maintaining a good network around you can help highlight current trends and potential opportunities for the future too.
What are your industry predictions for the next 5 years?
I’m hoping to see great improvements in targeting and attribution as platforms with programmatic and machine learning capabilities become more mainstream amongst large enterprises. Alongside greater integration and alignment on standards between platforms this could provide much richer and more relevant data profiles to transform customer journeys.
I’d also expect to see greater adoption of more recent innovations such as Chat Bots and Intent Data by medium and small businesses, as the barriers to entry in terms of both cost and technical complexity drop.
Who do you respect in business?
I respect those who can put people first in their business, both their customers, staff and wider community. In the current circumstances there have been some great examples of leadership cutting their salaries to ensure they do not have to cut staffing, even where the business is effectively shut down. I think it’s always important to understand the impact your decisions have on those around you, although it’s incredibly tricky to do well, so those who manage to do this well will always have my respect.
Piece of advice you’d give to your younger self?
To be more confident, and more patient! The adoption of technology throughout marketing teams has introduced a huge amount of change, the pace of which seems to be ever increasing. With a technical background I was normally quick to adapt to these platforms and the opportunities they provided but communicating these more widely could be challenging. Not least because of the rate of change within the function, I think if I had had more patience to communicate the benefits and possibilities offered by new technologies, I would have found it easier to build consensus and achieve better outcomes more quickly.
What was your last read?
Erebus: The Story of a Ship by Michael Palin – It’s not marketing related, but it is an excellent read, and well worth it for the insights into risk planning and the attitude required to lead a team into taking a leap into the unknown.
I’ve struggled to find the time for Podcasts since I’ve stopped commuting regularly – but on YouTube Tom Scott’s channel always provides food for thought. Example here: https://www.youtube.com/watch?v=G025oxyWv0E