Michael Caplan
Co-Founder/COO at Fiction Tribe
Website Address: www.fictiontribe.com
Each week on “Digital Champions,” our host talks to media experts across the country. This week our host speaks with Michael Caplan from Fiction Tribe. To learn more check out www.fictiontribe.com.
What is your company Elevator pitch when talking about your company?
Fiction Tribe is a full-service digital marketing agency focused on helping the world’s leading tech companies build brand value, drive demand, shorten the sales cycle and enable their global sales forces. We believe in bottom-line results, not industry awards. And 100% of our clients are referrals.
What is the biggest change in marketing that you see coming in the next 2 years?
(1) Clients building in-house agency teams: This trend continues -and is even accelerating. The key for agencies is to continually re-evaluate the unique value they deliver OUTSIDE of what these newly formed internal teams can do
(2) Commodity Pricing: Most marketing deliverables eventually become commoditized, greatly reducing the premium pricing agencies can charge clients for certain deliverables over time. The key to overcoming this challenge is to continually reinvent/innovate offerings every 8-10 months/
What is one tip that you would give when it comes to digital marketing?
Embrace change because the pace of innovation is only going to continue to increase. Those that don’t or won’t will get left behind quickly/.
What is the main pain point that you solve for your customers?
We help our clients achieve measurable results that move their business forward. It starts with collaborating closely with clients to identify the right marketing, creative, messaging, targeting and performance measurement strategies. Next, we look at our client’s MarTech Stack (Marketo, SalesForce, Hubspot, etc.) to help make sure they are taking full advantage of all its benefits – and to ensure that any work that we do integrates seamlessly into it. We help our clients optimize their lead gen engines; enable their inside and outside sales forces; and maximize their investment in events (remote or live) with engaging communications and content pre/during/post event.
