The Beginning Of Fall & Spring🍁
Round-up from the month of September. The harbinger of regrowth as well as letting go of old forms, simultaneously in different parts of the world.
Rocketium at EngageMint: Unlocking Growth with Personalisation 🔓
September 2022 had Rocketium as the creative automation partner for WebEngage’s flagship conference EngageMint. The gathering brought together CXOs, marketers, and enterprise leaders to learn, network, and celebrate each other’s growth story.
A fireside chat moderated by Satej Sirur (Co-founder & CEO, Rocketium) drove an interesting series of insights from Arindam Das (Growth Product Lead - Digital Centre of Excellence, Airtel). The conversation had at its heart the impact of driving efficiency through creative ops, and Rocketium’s role in Airtel’s creative campaigns.
If you’re curious, here are a few the key highlights from the chat -
The scale of growth operations at Airtel
Airtel is the third largest telecom company globally with 400M+ subscribers across 18 countries. Their marketing campaigns have scaled with their business - 5K campaigns running at any given time and 60M+ daily impressions. The channels that support these campaigns include Google, Facebook (Meta), and their own apps and websites. At the above scale, the teams across internal & external channels make about 250 changes every day.
Personalisation for different segments and Airtel’s approach to it
The key to successful personalisation is making all communication relevant to users so they are not bothered by any interruptions. It does not only benefit the user but also the business in reducing marketing costs and delivering far better outcomes. Airtel has multiple lines of business such as prepaid, postpaid, broadband, and DTH. The process starts with grouping users into cohorts. These cohorts are extremely large so they are further broken down on the basis of geography, demographics, languages spoken, and so on.
Rocketium’s role in the success of growth campaigns run by Airtel
With such scale, it is impossible to operate without automation at every stage - content creation, collaboration, approval, asset management, and analytics. Rocketium’s creative analytics helped them identify which components of their creatives influence users to move forward in their funnel.
Does Rocketium compete with Adobe and Figma? 🥷🏼
One news that took everyone’s breath away last month was Figma’s acquisition by Adobe for $20B. The news generated a range of reactions from surprise to disappointment to awe. Being in the design tech space, we fielded a lot of questions on this, including what, how, this impacts Rocketium’s competitive positioning.
Our CEO, Satej Sirur, took to LinkedIn a blog sharing his candid thoughts about the entire story and what this could mean to Rocketium. His post covers:-
Did Figma sell too early? ⏳
Did Figma break their promise to users? 😢
Will Figma’s product suffer? 📉
How will Adobe and Figma integrate? 👫
Did Adobe overpay for Figma? 💸
Will Adobe acquire Canva next? 🤤
What does this mean for competition? 🤼
…and finally does Rocketium compete with Adobe and Figma? 🤔
To read Satej’s views on the story, read the full blog post here.
Blue Sky Hour with Seema Vijay Singh, former HR head at Amazon India and InMobi 💡
Rocketium’s fourth Blue Sky Hour dove into organisational stereotypes, the role of managers, goal-setting, and the power of open sharing. All shared by seasoned people leader Seema Vijay Singh. She was among the first 20 team members at Amazon India and played an important role in scaling it to a multi-billion enterprise employing thousands of high-performance team members. She then headed the HR team at InMobi, India’s first unicorn. Both her stints gave her enough interesting stories and war wounds that she shared candidly with us.
Our key takeaways from Blue Sky Hour with Seema:-
HR teams are usually seen as operational teams who take care of hiring, payroll, parties, and exit formalities. Their biggest value is in building a culture that balances high performance and happiness.
Teams in organisations of all sizes are very inter-dependent. Each team must be given a sneak peek into how their efforts impact the results of the others. The only way teams can work well together in harmony is if they understand each other’s pain points.
It is a common myth that becoming a manager is the only way to go up the career ladder. She has seen multiple instances of individual contributors having a bigger impact and being rewarded even more than senior managers. Being a manager is about accepting a new set of responsibilities to shape and nurture your team’s career goals.
75% of new managers fail because they do not receive the right coaching and lack the ability to separate transactional objectives from growth objectives.
Practising candor and having open conversations is a proven way to avoid misunderstandings and dissatisfaction at workplace. This does not come easy to all and organisational culture plays a big role in making sure this is adopted at all levels.
Bonus highlights from Rocketium
Our bit towards the world around us 🌳
Our team is always taking big and small steps to live more consciously - avoiding disposable plastic bottles, reducing paper usage, avoiding plastic stirrers, ….
This is why we were excited with our goal of “75 trees for 75 members” for the weekend of September 25th. We partnered with a nonprofit who had arranged for us to replant a barren park. In addition to planting the trees, we heard behind-the-scenes stories of land conservation and the role that such green areas play. This was a small step but it helped us connect better with each other and the world around us.
Rocketium will be at Adobe MAX 2022 🪄
Rocketium’s rapidly-growing CreativeOps platform empowers campaign teams with creative automation, seamless collaboration, powerful creative analytics, and automated brand compliance. Brands can now become creative powerhouses and take their communications to market faster and at lower costs. And to showcase this, our team will be at Adobe MAX in Los Angeles from October 18 - 20.