Insight: Using Technology to Grow, Scale, and Reinvent
Amy Protexter, the Vice President of Marketing at Insight, was a recent guest on the TechnologyAdvice Expert Interview Series to share her insight on the intersection of sales, marketing and technology. The series, which is hosted by TechnologyAdvice’s Josh Bland, explores a variety of business and technology landscapes through conversations with industry leaders.
In this episode we discuss Insight’s recent rebrand, the speed of innovation, and the challenges created by disruptors in the IT industry.
Below are a few highlights from our conversation:
TechnologyAdvice: How can a crowdsourced model like Uber converge with IT?
Amy Protexter: Every person needs to be an IT person of some sort. While there will always be a need for highly skilled IT professionals — which is what we at Insight offer— today’s systems are getting only more and more complex with integrations between technologies. I think there will always be a need for this high-level, very smart IT professional. But I also think today everyone needs to be an IT person. I don’t know about you but a lot of the times I’m travelling and troubleshooting my own technology.
IT is a quickly growing field, and an important field since complexity is growing by leaps and bounds every year. Technology does more and more to enable people to not have to be physically present. For example, we have a managed services division at Insight that monitors networks around the world for some of the world’s largest businesses.
They’re monitoring uptime, security breaches, and other IT network metrics happening in business networks while sitting here in Tempe, AZ. Technology allows a remote interaction with business on certain levels. But there are times you can’t replace having someone on site working hand-in-hand.
TA: Where do you see security going in the future?
Protexter: We work with a number of security vendors whose products are working hard to keep up with the kind of breaches we’re seeing today. One of the interesting things about security is it’s no longer about protecting the fortress of the business. With mobility and individuals walking around with tablets or smartphones that are connected to and contain lots of business data, security has become a harder and harder thing to contain.
One of the great things about Insight is we work with the world’s leading technology vendors and we’re quite appreciative of their efforts to innovate in areas like security. They are looking 1-2-3 steps ahead of the bad guys who are out there trying to hack into businesses or governments.
While we don’t specifically create products that enable security, what we do have are engineers that can work with businesses to help them understand the best security solutions for them based on the very high level and innovative vendors that we work with.
TA: How can we use data to reach consumers where they’re most interested with content?
Protexter: We understand the buyer's journey has changed dramatically and people now want to have an opportunity to review online data. I think about this in my own life as a consumer and individual. I like to have time to search the internet, see what my options are, do some research. Then maybe talk to a few people and finally have a conversation with a salesperson, whether that’s for a car or some other purchase like a TV. There’s so much information available now.
It’s also critical to implement a rich content strategy. For example, Insight is providing our own brand journalism to the marketplace about issues we’re seeing in technology. We’re tapping our experts to talk about things that are happening that businesses should be concerned about and aware of, and not in a way to sell, but as a way to educate.
When you combine that content strategy with the ability to target and understand buyers more deeply, what their needs are and where they liked to be reached, it’s a super exciting time for marketing. To be different than the ad pushers but rather provide helpful resources for people as they're genuinely looking for answers to whatever problem or challenge they’re trying to solve. Marketing is having an advent/rebirth of their importance to the business.
Listen to the entire show above in order to hear our full conversation, or download the show to listen later. You can subscribe to the TA Expert Interview Series via Soundcloud, in order to get alerts about new episodes.