Wendi Caplan-Carroll understands the power of digital marketing. She has more than 20 years of experience developing and implementing marketing strategies for businesses and organizations in a variety of industries. She speaks regularly about ways small businesses can benefit from tools like email and social media marketing.
Since 2008, she has worked at Constant Contact, a provider of on-demand engagement marketing tools, including e-mail marketing, social media marketing, event marketing and online survey products. In late 2012, she was promoted from senior regional development director for the New York metro area to an area director with responsibility for a multi-state area across the Northeastern US.
More than half a million small businesses, nonprofits and associations worldwide use Constant Contact's online marketing tools to generate new customers, repeat business and referrals.
Measure, Share and Support
Let's hear how Caplan-Carroll thinks small businesses can maximize their marketing efforts.
Sobel: You spent a number of years working in the marketing departments at radio stations, including New York City's first all-news radio station, 1010 WINS. What inspired you to move away from radio?
Caplan-Carroll: In my last few years in radio, I worked on a lot of programs for large corporate sponsors that wanted to reach the small business world. We set up events, created radio spots that addressed small business needs and did a lot of networking with other small business influencers. I loved it. My big dream was to work full-time in some capacity with small business owners. So in 2007, I left radio to become a business coach/marketing consultant. A year later, I accepted a job at Constant Contact.
I get a lot of satisfaction working directly with small business owners, so working at Constant Contact is definitely a dream job for me. The digital marketing space is so hot and exciting right now. It's awesome to be a part of that and to also have an opportunity to work with small business owners on a daily basis.
Sobel: What are some ways Constant Contact makes email marketing easier for small business owners?
Caplan-Carroll: We offer a one stop tool to help time-strapped small business owners stay in touch with their customers. We have analytics that help our customers understand the influence they generate with their own customers, social media tools to help them spread the word about their businesses and customer support and education to help then master the world of email marketing.
Sobel: How does your approach to business development differ from the competition and how do you separate yourself and/or your products and services?