Martech Interview with Tarah Darge, Head of Marketing, Move

Tarah Darge from Move sheds light on which marketing tech tools will be vital in the future and how important clean data is for marketing ROI.

What works with one audience might not work for another.

1. Being the head of marketing at Move, could you tell us more about your role there?
Move is an embedded recruiting agency based in the UK with branches in other major cities
around the world. As Head of Marketing, it’s my job to ensure that we attract and engage with our ideal customer profile (scale-ups who are growing quickly and need tech talent). This involves managing our paid and organic strategies, across our own channels and further afield, positioning us and setting ourselves apart from our competition. Essentially, I think of myself and my team as the guardians of the Move message and brand across all touchpoints – both for clients, potential clients, and the candidates we work to attract.

2. Which marketing tech tools do you believe will be vital in the future?
I still believe in the power of a great CRM (we use HubSpot) that allows us to do a myriad of
things from creating drip campaigns, landing pages, ads, and newsletters. We also rely heavily on marketing management software and SEO tools like Moz. In the future, I want to evolve all of our touchpoints to be very tailored to where a potential customer/candidate is in their journey.

3. How can we rethink marketing for a greater impact?
I think we need to take it back to the product. I don’t like selling with fear or scare tactics. If your product is good and honest and adds value, you won’t have to aggravate fear to sell it. I also believe in the power of great, positive storytelling. I love sharing the stories and the knowledge of our team with the world, and of course, our customers. We are lucky to work with some extraordinary companies who are making an important and exciting impact in the areas of fintech, law, and beyond.

4. What are your views on the unified customer profile?
A unified customer profile is like an all encompassing screenshot of who your ideal customer is and what they need. It makes for more effective targeted ads, gives you greater insight into all the touchpoints in the customer journey, and ultimately gives you the insight you need to build an amazing customer relationship. I do believe that it helps us create a better customer experience overall and supercharge our marketing efforts.

5. How important is clean data for marketing ROI?
For a small team like ours, it’s very important. Because we only have 3 people on our marketing team, it’s important that the data we gather is as clear as possible so we can make strategic decisions quicker and more efficiently. We don’t have the time or the manpower to run a multitude of tests before we implement anything, so we rely on the data to measure the success of our campaigns, justify our marketing spend on ads and tools, and figure out if the ROI is worthwhile.

6. What are the best use cases of Move?
As a service, Move is geared specifically towards scale-ups that need to hire a volume of tech-focused people in a short amount of time. Our clients typically require a talent partner who is agile (as they are) and can slot into their company culture, helping to streamline and fastrack their hiring process. We have a subscription-based zero cost per hire model so we can be ‘always on’ and can assist our clients in scaling without the heavy placement fees of a traditional recruiting model.

7. How did you come up with a social media marketing strategy for the company?
We looked at where our target customers spend their time and followed suit. Typically LinkedIn is where our primary audience (founders, CEOs, COOs, Heads of Talent) spend their time, so we follow suit. On LinkedIn we engage in groups, post polls, hop onto relevant hashtags and make sure that we interact as both employees and the overarching brand of ‘Move’. We try our best to unearth and leverage our internal talent as well by calling on the expertise of our talent acquisition partners and specialists to contribute something meaningful to the conversation.

8. Which marketing KPIs does your team track?
All the standard KPIs in marketing but we do pay close attention to:
● marketing qualified leads (MQL),
● sales qualified leads (SQL),
● lead-to-customer ratio,
● landing page conversion rates,
● organic traffic and top 5 entry pages,
● web traffic sources,
● content downloads,
● and social media traffic and conversion rates.

9. How is the culture at Move? What do you like about it the most?
The culture at Move is very diverse and supportive. We have a relatively young team, as we expanded quickly post-Covid, so we’re all very used to helping each other, regardless of team and seniority. We are remote-first but also incredibly focused on providing a fantastic experience for our employees, so we put a lot of effort into ensuring we have avenues to socialise, learn, communicate and take care of our mental health. Generally, our leadership is right there on the ground with their teams and are very approachable. I really love how diverse we are, and how we support and learn about each other’s cultures and beliefs.

10. What are your biggest marketing takeaways this year?
Content still works, but mix it up! Try different formats.

What works with one audience might not work for another.

And know your target ICP (ideal customer profile). Get in their heads, find out what they look at, what they read, what they’re worried about and care about – make things that service them and provide genuine value.

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