Welcome to the realm of TeamViewer, a global technology powerhouse shaping the digital landscape. A world where technology seamlessly connects us all, where remote access, device management and even controlling industrial machines are at your fingertips.
In this dynamic tech environment, Stefanie Nastou stands as an expert in the field. As the Vice President of Marketing, she’s a data-driven marketing executive with an astonishing track record. Stefanie excels in building brand equity, establishing performance-driven marketing programs and assembling world-class teams.
Her impact extends beyond marketing—she’s a trusted advisor to C-Suite executives, contributing to strategic decision-making.
With a wide range of specialties, including B2B and B2C sales and marketing, digital transformation, brand development, and more, her journey is not just about business; Stefanie is also a children’s book author, reflecting her multifaceted nature. As a vital cog in TeamViewer’s marketing engine, Let’s explore Stefanie’s marketing strategies to create a future in the digital realm bright and promising!
From Pitch to Promotion
Stefanie’s career journey has been outstanding. From the very beginning, she found herself in the fast-paced world of small boutique agencies. Here, she learned the ropes, wearing many hats, from sales to collaborating with designers and creative directors. “I have had a truly amazing journey and have been so lucky to be surrounded by such incredible leaders and colleagues throughout every phase of my career,” she reflects.
One of the pivotal moments in Stefanie’s career was the guidance she received from mentors on both the agency and client sides. Their insights helped her navigate the agency world and honed her sales skills. As she moved into the realm of B2B software, this knowledge proved invaluable. “The agency experience laid the foundation for my sales and marketing journey,” Stefanie notes.
Over the years, Stefanie has worked at a diverse range of companies, from startups to industry giants. This breadth of experience has given her a unique perspective on marketing and business development. “I’ve seen it all, from the ground up,” she says.
In today’s business landscape, Stefanie observes that marketing has transformed into a data-driven revenue engine. “Marketing is no longer just about communication and brand management,” she emphasizes. “It’s an extension of sales and the lines between the two are blurred.”
In her view, the role of marketing has grown even more significant, with a staggering 80% of the B2B buyer’s journey taking place online before any interaction with a sales representative. “Marketing now leverages AI and algorithms to deliver the right content to the right buyer at the right moment,” Stefanie explains.
Throughout her career, Stefanie has led global teams in campaigns, digital marketing and business development. Her key to success? A relentless focus on data and continuous learning. “Data is our lifeline,” she states emphatically. “It shapes our strategy and drives marketing agility.”
She encourages marketers to dive into the data, analyze what’s working and what’s not while also pivoting as needed to meet targets and deliver ROI. Stefanie’s commitment to learning and innovation has been nurtured by the companies she’s been a part of, like TeamViewer, where a culture of creativity leads to significantly greater outcomes.
Empowering the Marketing Troops
In the dynamic realm of modern marketing, collaboration takes center stage. Stefanie is an expert in the field and she shares invaluable strategies for cultivating a collaborative environment that drives success.
“First and foremost,” Stefanie emphasizes, “it’s crucial to communicate the vision, mission and goals clearly to your team. This alignment helps them understand their role in achieving the right outcomes.” When everyone knows their part, the path to success becomes clearer.
Open and transparent communication is another cornerstone. Stefanie insists on giving every team member a voice. “We encourage a space where ideas flow freely,” she says. This culture of openness fosters creativity and problem-solving.
Collaborative ideation sessions, whether virtual or in person, play a pivotal role. “Everyone participates, providing input,” Stefanie notes. “Then, we shortlist the best ideas to pilot or test.” Setting clear objectives upfront ensures that actionable outcomes emerge.
Empowering the team to make decisions is vital. “Remind them that you trust their judgment,” Stefanie advises. “They’ve been hired for a reason. It’s an ongoing process, reassuring them that mistakes are part of the learning curve.”
Testing is at the core of Stefanie’s approach. “Marketing is about testing and then scaling what works,” she emphasizes. “We follow a strict policy of A/B testing everything.” This data-driven approach ensures continuous improvement.
Celebrating even small wins is crucial. Stefanie believes in recognizing and rewarding her team for their collaborative efforts. “It’s about showcasing the great work that results from teamwork,” she says proudly.
As TeamViewer operates in a rapidly evolving technology landscape, Stefanie sheds light on fostering innovation in marketing strategies. “The MarTech stack is essential,” she explains. “To reach the right audience with the right message, you need the right technology.” Staying updated on emerging platforms and technologies that integrate with the CRM is key.
Understanding customers and their pain points is equally vital. Stefanie’s advice? “Immerse yourself in sales and customer support to hear directly from customers.” Knowing their challenges and how their businesses evolve ensures marketing evolves with them. The customer feedback loop is the foundation of a robust marketing strategy.
Exploring new content channels is another part of Stefanie’s innovation strategy. “Know where your audience goes for information,” she advises. For instance, if you’re targeting developers, find the platforms and forums they frequent. Peer group forums provide insights into buyer behavior, shaping the marketing strategy accordingly.
Marketing’s Dynamic Duo
Being a seasoned marketer at TeamViewer, Stefanie shares her insights on the importance of aligning marketing with corporate objectives. “Your company’s goals are the compass for your long-term marketing strategy,” she emphasizes. Understanding the competitive landscape and emerging market trends is equally vital for agility and innovation.
Stefanie’s approach includes the creation of a “tiger team” capable of swift responses to market shifts. “Agile marketing is all about building short sprints to deliver competitive offerings quickly,” she explains. This nimble mindset is ingrained in TeamViewer’s culture, adapting seamlessly to the ever-changing tech landscape. In Stefanie’s world, marketing isn’t just about promotion—it’s about staying in sync with corporate objectives and being ready to pivot in the face of competition. This agile approach is the cornerstone of success in today’s fast-paced tech industry.
Comprehending the Crucial Elements
Understanding your target audience is at the heart of effective marketing, as Stefanie emphasizes. “To resonate with your audience,” she advises, “you must dive deep into their world—understand their pain points, preferences and goals.” Segmentation is a key strategy where you tailor messages to specific personas, industries and roles.
Stefanie believes in crafting messages that align directly with customers’ challenges and desired outcomes. “The more tailored, the better,” she says, “including the value proposition and the complete package your product or service offers.” Choosing the right channels is vital, ensuring content reaches audiences at the right moment in their journey. “Know where they research,” Stefanie points out. Personalized content also plays a pivotal role in B2B marketing, creating a personal connection.
When targeting specific industries, Stefanie advocates showcasing use cases and customer success stories tailored to that sector. “Prospective customers want assurance that you understand their unique challenges and business goals,” she explains. For TeamViewer’s Augmented Reality solution, xPick, the approach differs for warehousing and logistics compared to the pharmaceutical industry. Personalization is the key to success in these diverse landscapes.
Crunching the Numbers
“Data is marketing’s lifeline,” Stefanie underscores, emphasizing its role as a growth engine. To ensure everyone is on the same page, Stefanie advises aligning core KPIs across teams. “Success should be crystal clear by year-end, agreed upon by sales, marketing and finance.”
Daily dashboard scrutiny is a must and swift action is the name of the game. Stefanie champions testing and agile marketing for seizing market opportunities. For instance, in response to a healthcare compliance regulation, marketing swiftly launches a campaign aligning with the new requirements. Data’s purpose is clear—inform short and long-term strategies and optimize results in real-time.
Turning the Tables
“The software industry remains male-dominated,” acknowledges Stefanie, but she proudly highlights the shifting landscape in marketing. “TeamViewer is a strong advocate of gender diversity throughout the organization.”
Stefanie’s advice to fellow women is clear: “Be yourself, be transparent and stand up not only for yourself but for others.” She laments the persistence of women second-guessing themselves and lacking support to progress. In her view, senior executive women can step up as mentors and advocates. Stefanie firmly believes in the power of women supporting women, whether in the boardroom or beyond. “Strength lies in numbers,” she asserts.
Encouraging this camaraderie is essential for breaking down barriers and achieving gender equality in the software industry. It’s a vision Stefanie and TeamViewer champion passionately.
Course to Success
Mentorship is a deep passion for Stefanie, fueled by the profound impact of her own mentors. “My mentors shaped the leader I am today,” she shares, filled with gratitude. Her experience has ignited a desire to pave the way for the next generation of leaders.
Stefanie’s mentorship philosophy is refreshingly simple. “It doesn’t need to be a formal program,” she asserts. Leading a team is, in itself, a form of mentorship. “You lead by example,” she points out, drawing parallels with parenting, as a mom of two boys.
Active and empathetic listening is Stefanie’s cornerstone for effective mentorship. She believes that most mentees seek feedback to grow, emphasizing the importance of honesty and guidance. “Let them know you’ve got their back,” she encourages, offering support in building learning paths to skill improvement.
Shaping future leaders as a mentor is a deeply rewarding experience, Stefanie attests. Her message to leaders is clear: “Participate in formal mentorship programs if your organization offers them.” In Stefanie’s world, mentorship isn’t just a duty; it’s an opportunity to inspire and guide the leaders of tomorrow.
Marketing in the Fast Lane
“As a marketer, embracing new technologies is crucial,” Stefanie emphasizes. She points to AI as a game-changer, enabling predictive analytics to forecast trends and behaviors, ultimately leading to data-driven decision-making. “It enhances the customer experience,” she notes. AI chatbots and virtual assistants, in Stefanie’s view, play a pivotal role. They swiftly troubleshoot issues and provide answers, elevating overall customer satisfaction. Stefanie shares a real-life example—her son’s quick resolution of an online exam error through a chatbot, enabling him to continue his exam within minutes.
Stefanie envisions vast potential in AR and VR applications, particularly in retail and real estate marketing. She illustrates her point with a scenario of
property hunting in Italy. “With VR glasses, you can immerse yourself in a virtual tour of a home,” she suggests. This technology empowers customers to explore properties remotely, offering a unique and immersive experience.
Balancing the Scales
“Family first is my mantra,” Stefanie declares passionately. Despite her demanding career that often takes her around the world, she’s unwavering in her commitment to family. “I’ve never missed my kids’ important moments,” she proudly states. Even if it means catching a red-eye flight, Stefanie ensures she’s there for birthdays, soccer games, graduations, and school plays.
FaceTime in a New York cab? That’s just one example of Stefanie’s dedication to staying connected with her kids while on the go. “Balance is essential,” she emphasizes.
Holiday breaks are sacred, a time for digital detox, yoga, nature walks with her dog, and podcasts that fuel her thirst for learning and inspiration.
Baking is another passion that brings warmth to her home. “There’s no better smell than a freshly baked pie,” she muses. Amidst it all, Stefanie’s husband serves as her constant sounding board, helping maintain that delicate work-life balance. “When I’m working, I’m full-on in the zone,” she shares. Decompression and family time are vital to preserving that balance.
“I’ve worked on countless campaigns,” Stefanie reflects, ” but the most memorable ones showcase customer stories and their transformative journeys.” These campaigns, she notes, don’t even mention the product—instead, they focus solely on the customer’s narrative and the profound changes in their customers’ experiences.
In Stefanie’s view, what’s common among these campaigns is their ability to forge connections. “These stories create emotional bonds that resonate with the audience,” she says. Viewers immediately associate the brand with enabling those transformative outcomes. Stefanie points out that this approach is widespread in the B2B software realm, where customers’ real-world experiences take center stage.
A Legacy in the Making
“I hope I’ve paved the way for the next generation of leaders,” Stefanie reflects, her commitment to mentorship clear. Her vision extends to a legacy project with a positive environmental impact.
Guidance and support remain at the forefront of her mission. Stefanie aims to nurture creativity and innovation among emerging marketing professionals, equipping them with the age of generative AI and other disruptive technologies.
Stefanie underscores the significance of staying abreast of industry trends, including marketing automation, AI predictive data analytics, augmented and virtual reality, AI chatbots, and AI voice search. She encourages marketers to grasp how AI can deliver highly personalized customer experiences, ensuring they stay competitive in an ever-evolving digital landscape.