Felipe Wasserman structures Skyone's marketing with a focus on education and simplicity

The director built the area from the ground up with the goal of simplifying marketing, both for the business and for the customers

When Felipe Behar Wasserman 's marketing area Skyone, his first decision was also the most revealing: instead of building a campaign machine, he wanted any employee in the company, from finance to operations, to be able to explain what Skyone does. In a simple and clear way.

Recognized in the first edition of IT Forum's Outstanding Technology Marketing Leaders list, Wasserman was evaluated on impact, innovation, leadership, ecosystem, and visibility. What placed him in this group was precisely his approach to selling, focusing on education, integration, and simplicity.

When every employee becomes a spokesperson

The goal was clear: to make everyone in the company see the B2B world differently, as something that can be presented and sold in an educational way. To achieve this, Wasserman built a team where everyone can give a presentation about Skyone and its products. Instead of focusing on a multi-platform sales portfolio, everything was defined as digital transformation, with a focus on cloud computing to scale artificial intelligence (AI).

“To ensure everyone can participate, we changed our marketing tagline. What was once an infinite platform of possibilities is now focused on a cloud designed to securely scale AI,” explains the executive.

Democratizing marketing has its risks: when everyone has an opinion, the message can become diluted and the brand can lose consistency. At Skyone, what could have been a problem has become a management principle.

“One thing I did with culture is to encourage all areas to give their input, because I think that way, everyone stays informed about the project and buys into the idea more,” Wasserman emphasizes.

When the product becomes content

It was with this educational vision that the Skycast podcast was born, presenting the world of technology and the systems created by the company in a didactic and accessible way. The initiative goes beyond a content format: it is the expression of a sales strategy that values ​​the customer experience and works intentionally at every point of contact, from the e-book to the game ticket.

“We make the information we want to convey clear, and the customer understands this through experiences. This can include anything from the cheapest option, like an e-book, to a podcast or tickets to a game,” the executive points out.

Innovation regardless of budget

Wasserman's account reflects his management style: even with innovative ideas and willingness, the director spent 15% less than the allocated budget in the first quarter.

“I think one thing I’m proud of is that marketing has managed to integrate our entire company to seek connection with the customer. Every idea, from any area, is welcome if it’s useful for the result,” the director emphasizes.

According to Wasserman, effective marketing doesn't require a large budget or complicated strategies. Above all, it needs to be simple enough for anyone in the company to explain.

Written by Skyone