Charline, what is your professional background?
I trained as a sales technician at the IUT of Metz. I continued my studies for a Bachelor's degree at the French Institute of Business in International Commerce, where I completed a year of work-study at the Great Place to Work company in Luxembourg. During this internship, I understood the importance of digital technology in our personal and professional lives, and for the hyper-connected individual.
So I decided to continue my studies until I obtained a Master's degree in Marketing and Communication Strategy Management, where I completed a two-year apprenticeship at Technology Partner.
Today, I am still at Technology Partner as Head of Communications and Marketing.
What are your main responsibilities at Technology Partner?
Currently, I work independently on all aspects of the company's marketing and communications, both digital and internal, so my responsibilities are very varied.
I would say that my main mission is to communicate about the company, our teams, and our business through digital channels, such as our LinkedIn page and website. As Technology Partner was founded in 2018, we wanted to test and diversify our communication channels, and it's very interesting because today those efforts are paying off. We know which channels to use, how to capture our target audience's attention, and how to engage them.
I also focus my work on internal communication, well-being at work, and organizing corporate events. This is essential for maintaining good team harmony and cohesion, and for preventing any risks.
What marketing and communication strategy have you implemented at Technology Partner?
When I arrived at Technology Partner, marketing and communication activities were at a standstill and no clear strategy had been put in place. My primary goal was to define objectives.
First, I studied the company and the market in which Technology Partner operated. Then, with the help of management, I defined the target population and the means to capture their attention. We also built our identity and company culture as we progressed.
Inbound marketing is the best strategy to implement for our target audience and positioning. Content creation is now our mantra because it allows us to generate traffic and leads on our platforms. We are considering using lead nurturing techniques, particularly marketing automation, as this will enable us to better address our audience and their needs.
We also use SEO marketing techniques that significantly increase our online visibility, which is essential in a competitive industry.
I also do traditional marketing for major events where we want mass communication, but it's not user-friendly and our target audience is not very receptive to it.
In your opinion, why is it important for an IT company to develop a communication and marketing strategy?
In my opinion, there are two paramount points that an IT company must consider: the competitive market and candidate recruitment.
Having a strategy based on these two points makes it possible, in the first instance, to coordinate actions to address your targets in the best possible way. The goal is to also know how you want to address them and for how long.
Collaboration between teams (sales, communications and marketing, management, etc.) is necessary for the smooth running of actions and, when carried out effectively, guarantees differentiation in the market.
What about recruitment? Having a good company culture and communicating about digital tools is also a way to capture the attention of potential candidates in a world where poaching is also a challenge for a company to consider.
Brand identity, market positioning, and communication are all defined by the communication/marketing strategy. Today, companies are aware of the importance of communication and marketing, even if the latter is sometimes underestimated and/or misused.
What are Technology Partner's future projects?
We have exciting projects coming up, notably with our BBrobots prototype associated with GovTech Lab Luxembourg and the Ministry of Digitalisation.
Regarding my field of activity, we want to position ourselves more as experts in automation. I can announce that we will soon be releasing a video on this topic. Stay tuned!
Written by Charline Pennisi
