Interview: Defying expectations in tech

Carlota Pico recently sat down for a virtual chat with Tiffanie Sobczak, a marketing expert who specializes in complex technologies and technical fields. Tiffanie is currently the EMEA marketing manager at Aegis Software, a company that makes manufacturing execution system software to digitalize and optimize production processes. Their conversation touched on a wide variety of topics, from taking risks and defying expectations to drive your career forward, to carefully adapting your marketing efforts to match customers’ needs in turbulent times.

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

Key takeaways

When looking for new opportunities, try to leverage your unique expertise and experiences to find the right fit. For Tiffanie, that meant a combination of tech, B2B marketing and an international background—which was the perfect profile for Aegis.

Some of the most important qualities in the workplace today are authenticity and openness. If you’re communicative and accessible to your colleagues, you’ll be able to talk about problems and develop creative solutions together.

COVID-19 has affected different companies in very different ways, and you have to be aware of this. While some of your clients might have found ways to thrive, others may have had to shut down operations; you must be prepared to respond to both extremes.

A 360º view of marketing is especially important for professionals who are in charge of a wide range of areas. Keep an eye on every detail, from industrial associations and journalists to special events and various channels.

Aegis responded to the pandemic by developing an extensive program of webinars to share knowledge and expertise with their clients. They also took the chance to offer content in German and French for the first time, expanding their reach even further.

As a mother, I didn’t want to give up my career or accept just any job that fit with what people thought I should do with my life. I knew I had ideas and energy, and I wanted to invest them well.

Rapid-fire recs

An influencer or professional role model who you admire?

There are a lot of them, but one person is Magdalena Rogl from Microsoft here in Germany. She has a very authentic approach and an interesting personality. This year she did some shortcasts on Twitter to express her thoughts about what was happening; she’s always trying things out and showing her emotions. On Twitter she’s @LenaRogl.

What’s your favorite app at the moment and why?

Apart from LinkedIn—which is great to dive into different industries and get input from varied perspectives—Spotify. It’s great for when you need some inspiration or background music, and also for podcasts of course.

Connect with Tiffanie and Carlota on LinkedIn.

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