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Trulioo, a global identity verification company, has revolutionized the way businesses verify identities and prevent fraud in the digital age. As Trulioo’s Chief Marketing Officer, Dawn Crew has been instrumental in driving the company’s growth and establishing itself as an industry leader.
With over 20 years of experience in marketing and business development, Dawn has a proven track record of driving growth and innovation.In this interview, we discuss the latest trends and challenges in the identity verification industry, the role of technology in driving innovation, and Trulioo’s
A vision for the future.
Below are highlights from the interview.
Dawn, please introduce yourself to the audience. Briefly describe your professional voyages so far.
I am a marketer in business marketing. We understand what effective marketing means for your business. This stems from the first part of my consulting career, helping over 500 companies set up systems and processes to grow their global business. After that, I sold the company and engaged in global business as a general manager to drive growth.
I joined SAP in 2007 and eventually made the switch to marketing when leading marketing operations for the company’s 3 billion global innovation portfolio. Since then, I have held leadership positions in all marketing subfunctions. So we know how all the cylinders have to work together to keep the marketing engine running.
In 2015, I took on the role of CMO at BOLD and had the opportunity to lead all these sub-functions. In 2018, he became CMO of Iovation, a subsidiary of Trans Union. My role at Trulioo is my third role as CMO. I think he’s a unique marketer because the first 15 years of his career were in general management and business growth. Every day we think about how we can help the business grow by enabling other departments to achieve their objectives.
Tell us about Trulioo and the unique offering that sets it apart from the competition.
Trulioo has combined a full suite of personal and business verification services with workflow capabilities to launch the industry-defining global identity platform. One contract and her one integration allows customers to meet their verification needs around the world. There is nothing like it in the industry.
Our process is focused on helping our clients build and orchestrate identity verification workflows in an integrated and agile way. Businesses look to our team as trusted experts in this field. Because we are responsive, knowledgeable, service-oriented, and there for our customers every step of the way.
It is people, process and technology working together to make magic happen.
What is your organization’s vision, mission and values?
As part of our rebranding, we’ve updated missions to: Trulioo is the identity platform that global businesses rely on for growth, innovation and compliance. Our values have been established over the years and are the foundation of our corporate culture.
Great brands are built from the ground up, which led to creating a purpose statement. We want to arm our team members with a statement that defines our “why”, why we exist and how we positively impact the people we serve in the marketplace I was thinking.
Our objectives are: In a world where all business is digital, Trulioo enables everyone to participate in the global economy. Our purpose is directly related to our roots in financial inclusion and empowering people around the world. Yet today, despite developing a strong professional B2B brand, we are excited to help everyone around the world participate in the global economy.
How has your extensive experience in the industry helped Trulioo grow? How is your strategy for scaling that growth?
I have been in the world of fraud and identity since 2018, and all my professional endeavors have impacted some aspect of identity. My experience in the industry is deep enough to recognize that these are difficult issues.
Combining that knowledge with our experience in marketing allows us to translate problems and solutions into everyday language that people can understand. When there is understanding and communication, there is connection and ultimately collaboration. Growth comes naturally from those connections.
Strategizing scaling follows the same pattern. It’s important to truly understand the problem the company is trying to solve and connect Trulioo’s experts with our customers.
Tell us about Trulioo’s recent rebranding. How will the new global identity verification platform transform the identity verification industry?
It was a business-driven rebranding. Once we truly understood the power of the platform and what it meant for our customers, it was clear that our company’s brand had to match. Our company, brand, platform and product are Trulioo.
We started with research. We look at the struggles the buyer persona is coping with in their landscape, how they view his Trulioo, and what he thinks Trulioo does better than its competitors. I learned. That research has been the driving force behind our brand strategy and creative strategy. This rebranding was his 360-degree overhaul from inside Trulioo.
We are now trying to transform the industry because we are showing our customers what is possible.No one else is doing it. They know they can deploy multiple validation methods and access hundreds of data sources on one platform. And you can use workflow tools to bring them all together.
Will this new platform be compatible with both small businesses and large enterprises alike? If so, how?
We focus on both medium and large enterprise customers. Our platform allows us to improve identity verification in a number of ways.
For example, mid-market customers may choose to use workflow tools extensively and publish directly to their website. Enterprise customers can build identity verification workflows and then access the API directly. And there is no end to these two variations.
It delivers these capabilities regardless of the size or maturity of your organization.
How would you describe your leadership style? What, according to you, drives people to reach their full potential?
I consider myself a true leader. It has good and bad sides. After all, my style is through the lens of always wanting to improve. It’s very rooted in feedback.
What I’ve found is a combination of open communication, setting expectations, and direct support and feedback that helps people be their best. I take each person’s success seriously and I think people know I’m here for them.
As a seasoned leader, what advice would you give to aspiring entrepreneurs who want to step into the industry?
keep it up. be yourself. Don’t try to be someone else because it’s exhausting. Being a successful entrepreneur is hard and you need to use your energy wisely. When I started working as a consultant, I quickly learned to just do my best. You are smarter than anyone else and you have to work hard.
Be a master in your field and always help others understand the problem you are trying to solve instead of just providing the solution. There is power when people have a common understanding. I think entrepreneurs miss that a lot. They are just talking about solutions.
If you’re an aspiring marketing entrepreneur, research trends and find out how people are consuming information through different channels before you talk to your sales reps. Work on it, not against it.
What is your go-to source for getting all the latest updates on the market?
I follow industry news closely to stay up to date on major developments and happenings in the field. It’s important to understand marketing technologies and how they work together.
Most of the time I look to other leaders in the field. I also have a small network of other his CMOs that I talk to regularly. We each attend a small group networking event sponsored by a vendor, which is very helpful. You can learn not only about vendors and offers, but also about each other. When we get together, we talk about things we’ve done, people we’ve met, and things we’ve learned. It’s really worth it.
Access to networks and information helps us stay on top of things.
What technology trends do you think will shape the future of the industry? How do you envision the changing landscape of identity verification?
The technology trend for the next few years is all about simplification. As marketing leaders, we’ve all experienced large, disjointed technology stacks over the last few years. We are growing very quickly and when someone had a point solution to a problem we were having, we bought it.
We recognize that our current technical focus is on enablement, data rationalization, and organizational efficiency. I think the technology environment will be simplified. Same as identity verification. It’s about streamlining and efficiency. Drivers remain compliant with onboarding and customer experience. However, the trend for our customers is to simplify their technical environment and move to solutions such as the Trulioo Platform.
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