Marketing: Behind the Scenes
When you think about Abaco Systems, what crosses your mind? Is it one of our newest product releases for the NVP2000 or Thunderbolt 3 extended family? One of our in-depth white papers or case studies that you downloaded from the website? Or maybe you think of our orange logo. I wouldn’t blame you – it stands out in a sea of blue.
From the moment I joined the marketing team almost two years ago, I was ecstatic to be a part of the group of cool cats – insert sunglasses emoji - that shares our company’s mission and products with the world. But while we may have a touch on almost everything that goes out or gets published through our website or social channels, the outside world doesn’t hear too much about this team. So, obviously, it calls for a behind the scenes look at what is going on behind the screen…
A strong foundation
From product conception to release and after, the marketing team is involved with both internal and external messaging. We more than dabble in the art of word-crafting and image design. We create email programs that share information on the newest and greatest product releases. Everything – from website to white papers – is designed to make the user experience friendly and help customers learn exactly what they need to know in order to make business decisions.
But before any of this can occur, you have to have the right people to make things happen. I’ve been blessed to work alongside some of the brightest and most dedicated professionals in the field (I’m not biased…). We’re a small team and – fun fact – none of us work together in the same place. We’re not even all in the same country. It can be hard working with remote team members, especially with differing time zones, but we’ve managed to break down all those barriers by building great camaraderie and developing processes that work.
A well-oiled machine
One of the fun things about having a small department is that you get to work directly with each person on the team. And: most of the work we do involves collaborating with one or more individuals in marketing to ensure that we’re putting out the best quality work out into the world. Product marketing, copywriting, creative – they’re all cogs in a well-oiled machine.
And when I say “small” – I mean “small”. There’s just six of us. We have our product marketeers, who are responsible for the marketing programs that support each of our product lines; a web guy; a copy guy; and me, ensuring that everything runs smoothly.
A lighter side to work
While the marketing team does put in plenty of time getting work done, we also like to keep things light and fun. We certainly can’t get together every Friday for happy hour since we’re not in the same place, but we do enjoy a well-placed meme or guessing movie quotes in between emails. We strongly appreciate a good sense of humor – so much, it’s almost a requirement to be part of the team (now, that’s a job description that I can stand behind).
We also encourage our peers to have fun, which is why we ran a Summer Fitness Challenge with CharityMiles this past June for everyone in the company. Not only did we want people to communicate with each other, but we also helped raise money for various charities with every mile walked, ran, or biked.
At the end of the day, our goal is the same as every other department within Abaco. We want to share our story and deliver technology advantages to our customers and to the warfighter. If you’re interested in staying up to date on all the latest news, don’t forget to subscribe to our mailing list or follow us on social media.