For several decades, PROS Holdings has been a market leader in airline revenue management and has successfully expanded its portfolio into several other industries. Jeff Leroux and Shastri Purushotma from Ziff Davis B2B spoke to PROS’ CMO Celia Fleischaker on the company’s astonishing growth path and the role of digital marketing strategy in this progression.
Sometimes, companies expand in an unusual manner. Starting from a particular industry, they diversify across boundaries, reaching new heights of success in hitherto un-navigated terrain. PROS Holdings (PROS) was founded in 1985 and offers cloud software for price optimization, sales effectiveness, and revenue management. A leader for decades in airline revenue management, PROS has ventured into several new industries – today, it has a vital role to play in the distribution matrix of even dairy products in supermarkets!
Jeff Leroux and Shastri Purushotma from Ziff Davis B2B asked Celia Fleischaker, Chief Marketing Officer at PROS, about her company’s incredible business journey. The full interview is available at Driving Digital Transformation and a Better Customer Experience at Pros.
Celia recounts how she was always a tech ‘geek’ of sorts, playing with computer games she had programmed herself. Running a marketing function in a technology company was always her dream, and she speaks of the influence of John Hiraoka, former CMO of Epicor and now Executive Vice President at Saba Software, during her formative years.
For a list of Celia’s book recommendations, read the full article here.
Three Success Stories to Remember
Glancing through the PROS website, one can find several success stories. Celia mentioned three of these during the interview, in order to demonstrate the breadth, scope, and impact of the PROS solution.
Understanding Customer Mindset
Speaking on customer profiling, Celia discussed how potential customers were identified at her company and that her team laid special emphasis on companies eager to action a digital marketing strategy. As in other interviews in this series, Celia particularly highlighted the importance of customer experience.
The PROS MarTech Stack
A key element of the PROS’ digital marketing strategy is a highly layered MarTech stack, beginning with Salesforce and Marketo. Celia also mentioned that PROS was a pioneer in the AI space – “We were in AI before AI was hot.”
Speaking about the key high-level initiatives currently in operation at PROS, Celia indicated three drivers which are powered by a well-articulated digital marketing strategy. These initiatives were built around four basic ideas: customer experience, digital footprint, demand generation management, and strategic placement of content.
Social Media and the Intersection of Sales & Marketing
Like other business leaders, Celia urges for the close coordination between the sales and marketing functions. The entire funnel, from initial customer, connect to deal close, must be strengthened and reinforced by the unified work of both teams. When it comes to social media, as part of a digital marketing strategy, she reiterates the importance of telling stories – narratives built around a customer’s need, product success; and in a more granular way, the capability to drive views, site visits, downloads, and return views.
“When there is a great story about the value we’ve driven – with outcome-based content – it gets a lot of interest,” Celia said.
This was an engaging conversation with a business leader who is spearheading digital marketing strategies for a company known to be ahead of the curve. For a transcript of the full interview, please read Driving Digital Transformation and a Better Customer Experience at Pros.