Our people are central to the ‘Inixion Difference’ and we’re particularly proud of the fact that we have had zero employee attrition since our inception.
To get to know the people behind Inixion, we are launching a monthly employee spotlight series. To kick off the series, we shine the spotlight on our Marketing Manager, Lindsay Ross. We asked Lindsay to tell us about her role and view of working at Inixion.
What led you to become a technology marketer?
My career sort of shaped itself. I studied Economics at university, as I wasn’t sure what I wanted to do career-wise. My degree gave me the flexibility to embark on several career options. While at University, I specialised in Marketing Management, which let me use a mix of creativity and business strategy. It was at this point, that I decided that marketing would be a good choice for my future career.
Regarding the technology marketing element, I fell into that. I was lucky to secure a ‘Graduate into Business’ placement with an engineering company in Glasgow, after that, I worked in technology marketing and also for myself for a few years. For the next 20 plus years, my career has followed the technology marketing path, in particular, helping small and medium-sized enterprises (SMEs) to grow their business.
What do you think are the hardest parts of your job?
For technology marketing, in a business-to-business (B2B) environment, the hardest part is understanding a) the end-users pain points, b) how the tech works and c) the psychology of the end-user.
- You are rarely ever the end-user in B2B marketing, so you have to understand the pain points well.
- Being in technology marketing for 23 years, I have had to get to grips with numerous types of technology. From Master Data Management using probabilistic matching, reconciliation software using deterministic matching and unique technology that uses algorithms to allow real-time connection to the electricity grid. This is by far one of the toughest parts of technology marketing. You don’t need to be a technology expert to market, but you need to know enough to market well.
- Psychology was seldom part of the B2B story up until a few years ago. In B2B, the typical stance was people bought your products to, make money, save money, and comply with a regulation. However, times have changed for the better! There is a psychological element to B2B. E.g., Enterprise Resource Planning (ERP) technology, like Sage X3, is a fully-integrated system for the control and planning of business processes. However, it also helps finance, operations, and IT leaders perform their jobs better and add value to their business. This, from a psychological perspective, helps to increase their worth in the workplace. Perhaps a buying reason that wouldn’t immediately spring to mind!
“You don’t need to be a technology expert to market, but you need to know enough to market well.”
What do you like best about working at Inixion?
Inixion is a very close-knit team. One of the advantages of working in a smaller company is that you get to know your colleagues well. The company has achieved a wonderful balance in culture; relaxed enough to let you breathe and shine and supportive enough to help and assist when you need it most. Astonishingly, they have a zero employee attrition rate! That tells you all you need to know!
What does a typical day at Inixion look like for you?
As I am new to Inixion, my days are spent building up knowledge of Sage X3 and our customers and planning for future campaigns. I am very excited to launch our first campaign in the next couple of months, so watch this space!
“Many Inixion employees were previously end-users of Sage X3 – who knows more about a product than the end-users themselves?!”
What do you think Inixion is doing differently from its competitors?
Three things stand out for me:
- Doing one thing, very, very well! – Inixion specialises in Sage X3 only. This laser-like focus ensures that the company knows Sage X3 inside and out and how it can be applied to various industries.
- Many Inixion employees were end-users of Sage X3 – who knows more about a product than the end-users themselves?!
- The company has had zero failed projects to date. A nod to the quality and focus they have on Sage X3 and its customers.