Q&A: Tech Essence’s multi-channel, end-to-end marketing platform
June 12th, 2018
Get to know our founder, Ken Leren, in a Q&A with What's New In Publishing where he discusses his background and what problem Marketing Town is addressing.
Tech Essence is an award-winning SaaS-based marketing technology that provides marketers with a trustworthy and transparent solution to make faster, data-driven marketing optimisation decisions based on a clear view of their data. The company was founded in 2014 by Ken Leren, who maintains the role of CEO and it remains a private company. Ken and his team are located in London, UK.
Before founding Tech Essence and building the flagship product, Marketing town, Ken worked as a Technical Consultant at a market-leading lead generation company.
What business problem is your company addressing?
While working as a performance marketer, Ken found himself becoming increasingly frustrated by the lack of one comprehensive, multi-channel, end-to-end marketing platform. Without a single solution, performance marketers are forced to use multiple tools which means it takes longer to set up, optimise and report campaign performance compared to if they work in a single platform. Furthermore, it makes the role of a performance marketer a frustrating one as the work they do is repetitive and manual, meaning there is not enough time to focus on strategy.
This was a widespread problem across the industry because there was no multi-channel, multipurpose platform available on the market. For publishers and brands, this meant missed opportunities to capture revenue and grow their customer base, which is the business goal of performance marketing. Ultimately, revenue is compromised if multiple solutions are being used to do the same things.
Marketing Town solves this problem for any performance marketer by providing a single platform which can be used to set up, optimise and report on the performance of multiple campaigns. It relieves marketing professionals of the frustrations associated with using multiple platforms to manage, track, analyse and report on campaigns. The time saved can then be used for more strategic tasks that drive value for clients.
What is your core product addressing this problem?
Marketing Town is a platform that marketers can use from beginning to end when running campaigns. The platform gives the ability to marketers to create campaigns in bulk, see campaign performance against any metric and make informed decisions about how to measure and optimise their multi-channel marketing efforts. This means no logging in and out of different platforms and no stitching together of multiple reports.
The key features of Marketing Town are:
Multiple action tracking in real-time
Co-registration across multiple networks
In-depth analytics on key performance indicators
Supplier performance evaluation
Real-time reporting & optimisation
GDPR-compliant network of partners
How does your product/solution work?
The product uses API integrations with lead generation partners. The actions taken within Marketing Town are automatically communicated to all external sources and the resulting data from all partners is pulled back into Marketing Town via those API integrations and presented in the user-interface in a unified way.
What are other people doing in the space and why?
Other solutions offer some, but not all, of the features of Marketing Town. For example, some lack the ability to track leads, others lack the ability to run custom reports. Both of these features mean that performance marketers have to work in multiple platforms to fulfil their roles which wastes time and results in missed opportunities.
We offer three different packages. Pricing for media planning and buying as well as managed services is based on a percentage of media spend and pricing for self-service and support ranges from £299 to £799 per month.
How do you view the future?
The top priority is to build a company that is growing and is increasingly profitable. To do this we’re focusing on remaining competitive with the constant introduction of new features and improvement of existing ones. Being profitable doesn’t come easy, so a process of continuous improvement and staying one step in front of the best competitors is essential for any business growth. It’s our job to evolve and adapt to the needs of our customers and alter our business strategy to take advantage of new technologies.
We’re also considering to expand our business beyond our home country, specifically in Germany, France, Spain, and Scandinavia, to broaden our customer base and keep our business growing.
This article was originally published by WNIP here