The APT Experience: Marketing
The Mission
As with many things at APT, marketing is a numbers game and prospecting and targeting leads is an act undertaken with the greatest of precision. APT’s marketing efforts are focused at driving awareness of Test & LearnTM and our software solutions across senior executives at Fortune 500 companies in the United States and Global 2000 corporations around the world. Whether it’s writing insightful white papers on topics that are of paramount importance to our prospects or working with publications like the Harvard Business Review to feature the innovative business strategies tested by our clients, the marketing team is constantly formulating, enhancing and improving our communication strategy.
Members of the marketing team are involved in driving awareness, knowledge, and interest in APT’s offerings across industries and geographies. We take responsibility for coordinating APT’s various marketing activities, including PR, event marketing, email marketing, collateral preparation, and marketing effectiveness analysis. An average day encompasses a broad range of goals, from crafting marketing messages for online ads to building relationships with journalists to quantifying the ROI of trade shows that APT attends. Members of our team gain experience in the equal parts art and science related to marketing to business executives and develop a keen sense for crafting go-to-market messages that differentiate APT’s Test & LearnTM tools. For a majority of our team, careers begin by taking ownership for sales support and awareness driving efforts for one of the seven industries that APT targets (specifically, retail, banking, insurance, grocery, consumer goods, restaurants, and hotels).
APT’s marketing efforts are themselves characterized by a Test & LearnTM approach – namely, we are constantly focused on trying new ideas and approaches then measuring ROI to determine which work, which don’t and which need to be fine tuned to improve effectiveness. We challenge conventional wisdom when target metrics don’t back out and never hesitate to try new approaches to spreading our message.