In celebration of International Women’s Day, we have had the privilege of interviewing seven remarkable women behind our technology at Deployteq.
Their insights and experiences shed light on various aspects of leadership, client relationships, cultural sensitivity, entrepreneurship, motherhood, and promoting gender diversity in tech.
Let’s dive into their invaluable advice and perspectives:
Pauline – Bringing women in leadership
Pauline, as the Marketing Director at Deployteq, you’ve had a successful career in a tech world. How do you think we can encourage more women to take on senior leadership roles in their career?
Pauline: “We need a holistic strategy to inspire more women to step into senior leadership roles within their careers. It’s not just about filling a “quota”, there’s multiple things which need to happen to encourage women to break through the glass ceiling.
At Deployteq, we’ve got initiatives in place such as our Team Leader training programs to ensure our leaders and role models are brought up through talent, regardless of their gender. We want more than anything for our leaders to have confidence, self-motivated and have empathy when driving innovation and passion within their teams.
And what can we do when hiring? Companies need to start looking at hiring for potential and passion, not just experience and demographics. Because let’s face it, the best teams are made up of people with diverse perspectives and skills and collaborative teams working together is what creates longevity and growth in a workforce.
As a committee member for the DDMA in the Netherlands, I see more and more women building up other women. Empowering them to have a voice and value each other’s ideas. To encourage more women to join this space in MarTech, we need to continue to give women more confidence in themselves and encourage them to speak up. Always.
We’re in a fortunate position, Deployteq, Storyteq and Team ITG have such a vast array of female role-models for us and the upcoming generation to look up to. Most importantly, representation matters and seeing someone who looks like you in a leadership role can be the boost you need to go for that position!”
Eva – Balancing motherhood and career
Eva, as a mother back in work, what advice would you give to other mothers returning to work after having a baby?
Eva: Balancing motherhood and a career can be challenging. My advice is to be kind to yourself and take time to adjust. Prioritize self-care and remember that it’s okay to ask for support when needed.
Céline – Building strong client relationships
Céline, your expertise lies in building and maintaining strong client relationships in the marketing technology industry. Can you share your approach with us?
Céline: “When it comes to building and maintaining client relationships, it is all about tapping into authenticity, personalisation, and dedication.
I don’t mean just sending a quick email here and there. We’re talking about deep, meaningful conversations that resonate with the audience. Keep it genuine, keep it honest, and always, always check in with your clients on their terms. We’re not looking to bombard our clients with messages every five seconds. It’s about finding that sweet spot where we’re staying in touch regularly without overwhelming them.
In my relationships, I never forget to add the human touch. We’re here to build real connections. Remembering little details about your clients, like their favourite coffee order or their dog’s name, can go a long way in showing them that you truly care.
And I always try to go the extra mile. We’re not just here to meet expectations; we’re here to exceed them. Whether it’s sending a personalized gift or checking in just to say hi, it’s those little touches that make all the difference.”
Grace – Cultural sensitivity in marketing messages
Grace, as a content marketer at Deployteq, how do you ensure that marketing messages resonate with diverse cultural backgrounds without perpetuating stereotypes?
Grace: “Most importantly I want to ensure the writing I produce speaks to as many people as possible, so it’s critical I keep every audience member in mind before the process of creation even begins. To ensure I speak to as many people as possible, without using stereotypes, I always have these 4 things in mind:
Firstly, every month we conduct reports and analysis into our audience and their demographics, which helps us to better understand the cultural preferences of our target. which makes it easier to ensure imagery and language reflects the versatility and richness of our business.
At Deployteq and the Inspired Thinking Group, we are offered training of every calibre. We have a Diversity Team who champion the sensitivity training which helps us reduce the risk of stereotyping of use of offensive language.
Our language and tone are carefully set to be friendly, inclusive, and respectful of cultural differences. We try to craft our message to be that of a conversational nature, and typically I think we’re well rounded, respectful people, making it easier to ensure our message is always conveyed in the same way.”
Krista – Inspirational figures
Krista, if you could have dinner with three inspirational women, who would they be and why?
Krista: There would be so many to choose from, but if I had to pick three:
- 1. Malala Yousafzai
Malala, as you know is the youngest Winner of the Nobel Peace Prize. At a very young age, she dared to speak out against the Taliban, with all its consequences. Since then, she has been fighting for the right to education for all children across the world. I admire her passion, strength, and drive to make the world a better place.
- Serena Williams
The best tennis player of all time! And besides that, a style Icon. To me, Serena is a role model when it comes to a fighter’s mentality. She once said, “I built a career by channelling anger and negativity and turning it into something good.” This quote says something about the ability to create a positive mindset.
- Angela Merkel
For 16 years, one of the most powerful women in the world. And in my opinion, she always remained calm and composed in a room full of egos. I’d like to hear; how did she hold her own in a political world dominated by men?
Komal – Entrepreneurship guidance for women
Komal, you have embarked on the journey of entrepreneurship as a fractional CMO. What tips do you have for women looking to pursue entrepreneurship?
Komal: “My first tip would be to stay true to your WHY, and if you don’t know what that is then take some time in developing it. Think about your why in the context of your family and your professional life. Your why will form your guiding principles in starting up your business. . It will allow you to stay focussed whilst grounded when things get stressful or overly busy. From your why you can start setting your mission, vision, and goals. These are the next important steps before you even start looking at your proposition.
Once you have these, then formulating the right plan and staying on track will be a much more enjoyable process.
The next tip is to build a personal board of directors. Turn to those who will help guide and support you, mentor you, and keep you accountable. Find a group of people who excel in different areas, and who can champion, coach, mentor, and advise you in areas you have weaknesses or even support your strengths.
And third, be kind to yourself. Find time to nurture you, grow your skills and look after your health (both physical and mental). You became an entrepreneur for a reason – enjoy the process!”
Manon – Keeping on trend
ow do you stay updated with the latest trends and advancements in marketing technology?
Manon: Staying ahead in marketing tech involves a mix of newsletters and podcasts that keep me informed and inspired. Chris Coolen’s ‘De Leukste Podcast over Marketing (Psychologie),’ brings a unique blend of marketing and psychology in an engaging manner, perfect for my daily commute.“Marketingpraat”by Internet Marketing Unie provides practical insights into digital marketing trends.
Among newsletters, Emerce Academy covers a broad range of marketing and tech topics, delivering timely updates. Marketingfacts offers in-depth articles and analyses, while Frankwatching’s comprehensive coverage keeps me informed on the latest tools and techniques.
Nine – Promoting women in tech
Nine, what can we do to promote more women working in tech in the upcoming generation?
Nine: “Tech sounds geeky and unsexy, but it doesn’t have to be. Especially when you’re in marketing automation and you have customers such as &C, TopVintage and many more. A few ideas that came up in my mind to promote more women working in tech/working at Deployteq:
- Implementing targeted recruitment efforts to attract more female candidates for tech roles. You could advertise job openings on platforms and networks frequented by females. Include quotes or “success stories” of female employees.
- It’s all about employee branding and positioning. You could promote quarterly women’s days (for example) and organise female-only activities. Or inspire women by following (a) female employee(s)during a day at work (video, vlog, or a short reality show) and let other females experience the fun and possibilities of working in tech.
- You could establish internship programs specifically designed for female students interested in pursuing careers in technology, providing them with hands-on experience and mentorship opportunities.
- Your company could develop a mentorship program where experienced female employees can mentor and support junior women in tech offering guidance, advice, and career development opportunities. Females might feel more comfortable when coached by other women.
Happy International Women’s Day!
As we celebrate International Women’s Day, let’s heed the insights and advice of these inspirational women. Their diverse perspectives and experiences guide the way for a more inclusive and empowered future for women in tech and beyond.
Let’s continue to support and uplift women in their professional journeys, fostering an environment where all individuals can thrive and succeed.
