Expert Opinion: Marketing and Technology with Alexandra Lozoya

1.- Who are you and what does your company do?

My name is Alexandra Lozoya, I have more than 12 years in the events and marketing sector and I am currently the Marketing Manager in Iberia for IPM, Pamafe and Totalstor, three companies in the technology sector that belong to the Ricoh Group.

After more than 40 years operating in the Spanish market, at IPM we are, as it is called in the industry, a technology integrator and we are specialized in managed services and in the development of advanced solutions for cybersecurity, Cloud, digital Workplace and data center. We also have 30 years in Portugal with Totalstor and Pamafe, a background that is possible thanks to our high degree of certification and the close relationship we have maintained with our partners Dell Technologies and VMware, for 20 and 15 years, respectively.

2.- What marketing techniques do you think are the most important to generate demand and gain awareness in the current market context?

In the last twelve years I have focused my work, above all, in the B2B sector, and although I have worked in various segments throughout my career, I believe that to achieve success in B2B marketing, it is necessary to activate strategies in parallel, connected and proposing campaigns and long-range actions that accompany the company both in the area of awareness and demand generation. Thus, if I had to highlight the ones I consider essential for any organization, they would be the following:

  • Relationship with the press (PR). Working on positioning in the specialized and general press is key to be in the top of mind of our customers. From the manufacturer's point of view, when you already have a name and are a recognized organization, this factor is important, but if possible, it is even more essential for all those companies that do not enjoy such positioning, but must face the market strategically and with a clear objective: growth.

 

  • Social Selling. This is one of those "new words" that, for me, is key in a demand generation strategy. Nowadays, it is no longer enough for your company to be well positioned, since sales are generated by people and, therefore, it is vital to focus on teams using and developing their sales strategies through platforms such as LinkedIn. In this sense, providing them with content and tools is a point to consider.

 

  • Events and trade shows. In B2B, F2F sales is and will continue to be the activator for new business opportunities and, undoubtedly, for closing and accelerating existing ones, in this area, sales is relational. Here, it is people who make the difference, so having a space where to generate synergies with customers is always an important element.

 

In general, I see marketing as an essential tool for organizations, but especially for sales teams, which is ultimately our "customer" within the company and the one we must help in attracting new business, as well as in accelerating sales.

3.- What would you highlight when it comes to making good events? Are you thinking of doing face-to-face events?

Transferring your values and culture through events is a differentiating and essential factor in this area, for me it is vital to coordinate 3 elements: appropriate messages, disruptive environment and detail oriented.

Nowadays the market is saturated with events, all of them appear as unavoidable appointments, but for this to become an enhancer of your brand, extreme care must be taken with the customer's experience, every detail counts.

We put special care in generating the right environment where synergies between client and partner, doing so with companies like Omnitel allows us to focus on areas such as content and the client.

4.- What do you think is the challenge, in terms of marketing, when working with partners and alliances?

Transfer the inputs and insights in an adequate way so that the partner that accompanies you can execute what you are really looking for. Close coordination and knowledge of the market on the part of the partner helps a lot so that the ideas you have as a client can be realized. It is not always easy, but a relaxed experience and cooperative work allows it to be carried out.