Carlota Pico recently met with Rocío Arrarte, a London-based marketing manager who’s originally from Spain. After starting her career in translation and interpretation, Rocío shifted her focus to marketing. She now works at Diligent, an American software company that provides solutions for executive boards and teams. In this interview, she explains how they’re adapting their marketing to different locations and current events, and using data to build a targeted content strategy.

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

• Executive boards operate very differently across the world, making an in-depth understanding of each target market essential—just like in any other industry.

• Diligent has refocused this year’s content strategy on themes that have recently become more relevant, such as virtual board meetings and digital security measures.

• The company has set aside their planned global content marketing strategy in favor of more centralized material, which they then localize for each market.

• Executive team members have limited time and resources, making it especially important to use data to understand their needs and provide content that meets them.

• Diligent recently launched a partnership with PwC, ESADE and Georgeson to create a corporate governance center where directors can learn through online courses.

Great marketing means knowing your audience, talking to your target personas, and building your content strategy around them.

Rapid-fire recs

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

At Diligent we base all of our decisions on data, so I spend a lot of time on Domo, a data visualization tool. It really helps to create graphs and represent your data in a very visual way, so that you can make choices accordingly.

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

A marketing influencer who you follow?

Ana Botín, the CEO of Banco Santander. She’s quite vocal on Twitter and Instagram, and she actually writes her own posts. I think it’s really interesting how she’s promoting gender equality, creating a good ESG environment, and showcasing what the company is doing all over the world.

A valuable resource, event or group?

I’ve done a few courses from the Chartered Institute of Marketing, which is based here in London. They also have networking events that you can pay to join. It’s a very good source of courses, information and connections.

Also check out: 7 online networking groups for content marketers on Facebook & LinkedIn

Connect with Rocío and Carlota on LinkedIn.

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

For more insights into senior marketing management, check out:

Diversity in marketing is paramount – Tina Morwani, senior marketing manager at GitLab

Engineer success online – Annie Ross, global marketing & comms manager at Penspen

Marketing at the right place and the right time – Michael McGoldrick from MRP

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