Adam Oldfield – How to see into the future of MarTech, delight your clients and keep innovating

December 6, 2019
by Charlie
Adam Oldfield - Force24

Adam Oldfield – How to see into the future of MarTech, delight your clients and keep innovating

Data holds the key but you need to know how to use it and interpret it.  

Key Takeaways

  • If you want to compete against large brands then you have two audiences – those going down (i.e looking for a cheaper alternative) and those going up (looking to do more and increase efficiency)
  • Get to know the types of people that are going to buy your product and really get to know them.
  • Sometimes it’s more about where you’ve been than where you’re going. 
  • Are you prospects already aware of the problem they have and the solution you offer or completely unaware? Your marketing will need to change depending on who you’re talking to
  • Data holds the key but you need to know how to use and interpret it. 
  • GDPR is great as it’s got people thinking more responsibly and properly about data
  • Too many marketers and business owners focus too much on metrics that don’t matter -aka ‘vanity metrics’
  • Our strategy to offer free training and support to our customers means that our clients lean on us daily and weekly so that we get to understand trends and common themes so we know where to focus our development time and budget and provide a solution customers genuinely want and need. 
  • Channels will come and go but the need will always be the same so we need to make sure that we’re always looking into the future and addressing the needs of the market.
  • We look at if there’s a weakness in the training, the technology or sales process / unless you add that human element it’s very hard to tell and dig deeper into what’s going on. 
  • Retention rate is the biggest metric that drives our business.
  • Be more marketing focussed meaning you listen to absolutely everything and try to learn from everything
  • Look at your content and assign a value and the many ways to get it in front of your audience.
  • One white paper or pdf is worth 18 social media posts and 6 x emails – you have to make the most out of what you have. 

Mentioned Links and References:




PDF Guide: The Ultimate Email Nurture Sequence 

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About Adam Oldfield and Force24:

Adam is the founder and managing director of the UK based Marketing Automation platform Force24. Having founded Force24 in 2010 Adam saw a need to bring advanced Marketing Automation capabilities to ALL businesses. On the path to doing so, Adam noted a significant issue with the Marketing Automation industry, the fact that even given the tools this brave new world took confidence and a new way of thinking! So he added free training and support for life on a 2min SLA for all clients. Fast forward 9 years and Force24 has over 2500 users and is one of the fastest growing Marketing Automation platforms.

Having worked supporting marketing departments for his entire career, Adam had a deep understanding of the issues most marketers faced, so was able to specify a solution that was not a “me to” approach, but an actual answer to the need of modern marketers.

He continues to drive both Force24 as a company and a product forward with a constant thirst for innovation and an unrelenting passion for client support and training. 97% + of Force24 clients can feel this passion running through the organisation and decide to stay after the first year.

Prior to Force24 Adam was the Managing Director of a web development agency, where they specialised in providing high end technical web solutions to businesses with complex web needs. In 2009 Adam sold his shares in this business to focus on the creation of Force24.

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