Nov 04 2020

How customers helped a digital software company navigate the pandemic

"After successive years of double-digit growth, Centro, a digital advertising software company, expected more of the same in 2020. Marketers and their agencies were spending heavily through the Chicago-based company’s digital buying platform and relied on company employees to help execute their buys. The partnerships were fueled by a near-weekly parade of face-to-face industry events.

When COVID hit, the events, travel and entertainment industries stopped spending overnight. Like so many others, Centro’s Chief Marketing Officer Katie Risch was forced to regroup.

The solution required multiple pivots. First, suspecting that the company’s messaging needed to evolve, Risch turned to customers for input. This led to the rapid development of a free product that helped customers deal with remote work challenges. Replacing physical events also meant rethinking Centro’s overall content strategy and approach to webinars. This combination of adjustments helped Centro continue in growth mode as 2021 approaches."

Read more (subscription) in Advertising Age.

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