Shaheen Samavati recently met with Nathalie Perchard to discuss her current role, past experience and the latest developments in the European marketing industry. Nathalie is the senior marketing manager for the EMEA region at Impinj, which offers an integrated RAIN RFID platform to connect the digital and physical worlds through the Internet of Things. In this interview, Nathalie explains how she’s rising to unprecedented challenges through adaptation and innovation.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Impinj works to make data collection and analysis more secure, automated and efficient. Communicating about this kind of complex tech in understandable—but not overly simplistic—terms is a central challenge for marketers in IT.
  • Impinj is a US-based global company, which means it’s especially important for local experts to adapt their content not only to different languages and cultures, but also to the specifics of regional RFID markets.
  • Country-specific content is also an important part of their strategy, allowing them to highlight customer stories and partners from different parts of the world.
  • The challenge of working from home has also created opportunities for digital and content-focused growth, as well as a need for creative solutions to keep online events unique and engaging.
  • It’s more vital than ever to strike a balance between the physical and digital worlds—not to mention your personal and professional life. If you can keep these last two areas separate, you’ll be more successful in both.

For me, the best marketers are entrepreneurs. The definition of a great marketer is someone who takes a new trend at the right moment, and uses it to create a company.

Rapid-fire recs

What’s an app or tool that you can’t work without?

It’s not an app, and it’s not very innovative, but taking a pen and paper and writing down your ideas can be incredibly helpful. It’s a good way to really think and focus on one thing at a time, instead of a ton of information from multiple screens.

Also check out: Top 10 apps for content and marketing professionals

A European marketing influencer who you follow?

Marc Simoncini, who’s from Marseille like me, has been involved with a lot of different companies and supported quite a few startups. He helped introduce e-commerce in France, and has really pushed people to create their own companies. 

Also check out: 8 inspiring content and marketing influencers to follow

A valuable resource, event or group?

I would probably give a different answer if we were living in another situation, but there’s an association called Emmaus that uses donations to combat poverty and homelessness. It’s a great organization that’s endangered right now, and they need financial support. I want to highlight this, because if I have even a small chance to help them get donations, then I’m happy to do that. You can donate here.

Connect with Nathalie and Shaheen on LinkedIn.

This post was edited by Melissa Haun, a freelance content creator based in Lisbon.

For more insights into European marketing:

To see the full transcript, click on page number 2 below.