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The amazing thing about Integrated Live is that there really are so many amazing people giving the best advice out there in the marketing world. Even as someone working on the event, I spend my days in the run-up looking at which presentations I really want to see. I can't imagine what it's like for you!

That's why we're spending the next few weeks doing quickfire interviews with as many of the speakers as we can to give you a little insight into who they are, what they do and what they're going to be talking about at Integrated Live.

Today's interview is Lance Concannon, marketing director at Sysomos.

What area of marketing do you specialise in?

My background was in tech journalism for over a decade, and then social media/digital PR, but now I'm a bit of a generalist in my current role as I'm responsible for a region (Europe) rather than a specific marketing discipline, so I need to be a jack of all trades. Sysomos make that easy for me because there's a great team in North America who are all a lot more specialised than me, so I can get support from them whenever I need it.

How long have you been with the company?

A little over a year.

How long have you been in marketing?

I started as a copywriter in 2006, and then did various social media/PR things until last year, but this role is the first one I've had with "marketing" in the title.

Why do you do what you do?

I've always been a geek and I loved writing about technology. Falling into tech PR and then marketing seemed like a natural progression from that.

Which marketing platform do you use the most? (And it can't be your own!)

Email - we use various tools for this.

If you could only use one marketing platform for the rest of your life, what would it be? (No, it can't be your own this time, either!)

Wordpress - SEO, content marketing/blogging, list-building, email - it can do a lot of the important stuff, so if I could only use one, I'd choose Wordpress!

What is your favourite thing about marketing?

I kind of like the competitive element to it, seeing results come in for the business that are a direct consequence of activity you've masterminded. Just this week a huge opportunity came in for our sales team that was directly attributable to a conference presentation a colleague and I gave in the Middle East six months ago - at the time we weren't sure of the value of flying all the way there for a 30 minute speaking opportunity, but now we know for sure that it was worthwhile, and that feels great.

Is content still king?

Was there ever any doubt? I work in tech, where we're often trying to convince people of the value of new ideas, solving problems in ways they haven't thought about before. We have to demonstrate to people that we understand the complexities and challenges of their own lives, and convince them that we can make things better - the only way we can hope to do that is by persuading them to invest just a little of their time to hear us out, and offering them some content that captures their attention is the best way to do that.

In a sentence, what's your presentation about?

I'm going to be talking about how we can predict the future using social media data; People post a huge amount of stuff on social media channels and, if we look at it the right way, all of that data can tell us a lot about intent, which can obviously be very useful for marketers.

You can find Lace's presentation on predicting the future using social media in the Social, Video & Mobile Theatre at 10:30am at Integrated Live on 16 November, but you'll have to register for your free ticket first:

Eventbrite - Integrated Live

Originally posted on Digital Marketing Magazine