Success in tech isn’t always about the latest gadget or trend. Sometimes, it’s about knowing when to pick up the phone instead of sending another automated email. That’s the philosophy that’s helped Ben Wolk build lasting relationships in an industry obsessed with automation. Drawing from decades of experience closing complex deals and expanding into new markets, he’s learned that the best marketing strategies blend innovation with an old-school truth: people still buy from people.
Marketing in Today’s World
Marketing isn’t one-size-fits-all, and Ben knows it firsthand. His company deals with high-touch business, where deals take months to close and usually involve whole teams of decision-makers. “It always surprises me how some companies are not big believers in marketing,” he says. “The market is imperative I think, today more than ever—especially with the vast communication that can happen because your message can get lost with all the other messaging that’s coming out.” His approach mixes old methods with new techniques. The company relies heavily on direct messaging and in-person meetings, but there’s more to it than just showing up and talking. Every conversation carries their message, culture, and values. “We don’t have a script,” Ben explains, “but we have a message, we have a company culture, we have our corporate values, we have our mission statement – all needs to fall into what the messaging is over and over again.”
Blending AI with Human Connection
When it comes to AI and automation, Ben takes a measured approach. His company is just starting to dip their toes into tools like ChatGPT, but he’s clear about one thing: the human element isn’t going anywhere. “I think that the AI portion of that is really helpful,” he notes. “But I don’t think it’s just going to be just an immediate cut over… I think the human factor in our business is so important.” This balance becomes especially crucial when you’re dealing with big-ticket items. “You can automate a lot of marketing,” Ben points out. “If you’re selling a $1.99 app on a phone for sure, or if you’re selling commodities to the general public.” But for larger deals? That’s where human interaction becomes irreplaceable.
Avoiding Common Marketing Mistakes
Ask Ben about common marketing mistakes, and he doesn’t hesitate. “I’ll tell you the biggest one is not thinking that marketing is important,” he states. He’s seen companies limit themselves, like focusing only on trade shows. But that’s not enough anymore. Marketing needs diversity and consistency, but most importantly, it needs to change up the message. “If you talk about your company’s growth and the people that you’re bringing in, that matters a lot, especially if they’re well known in the industry,” Ben explains. He’s seen too many companies get stuck in a rut, bringing up the same big projects over and over again. “People would get tired of hearing that. People get tired of repetitive messaging.”
When it comes to entering new markets, Ben speaks from experience. His company started in a TV station business before expanding into broadcast, corporate, and sports venue builds. The secret? “I leverage relationships to get us into the verticals that we’re in now,” he shares. It wasn’t quick or easy – just “good old-fashioned talking to getting people to trust you type of thing.” But relationships alone aren’t enough. You need expertise in your target market, whether that means hiring the right person who knows people or bringing in technical expertise. “There’s no getting around being competent and there’s no getting around time when it comes to breaking into a new vertical,” Ben emphasizes. When they hire someone for a new vertical, they go all in on marketing that person – getting them on LinkedIn, in trade magazines, on conference panels.
The Power in a Name
Two years ago, Ben’s company went through a name change and it taught him something about marketing. “People overthink the company name,” he says. “It has to be catchy. It has to sound nice. A lot of people focus on the name.” But Ben pushed back against that thinking. “I’m pretty sure Nike doesn’t mean shoes. Doesn’t mean coffee. I’m pretty sure Google doesn’t mean search engines.” His take on marketing cuts through the usual corporate thinking: “Marketing has to be the vision beyond the tactical application of what you do. You need to tell them your whole story in marketing, not just the thing you do.”
You can connect with Ben Wolk on his website or his LinkedIn to stay updated on industry insights and innovations.
