"Always Be Learning"

As the CMO of IoT Marketing, an agency that creates and executes go-to-market strategies and product launches for IoT and high-tech companies, Tiffani Neilson oversees the marketing initiatives for both the organization and its clients. However, Tiffani’s role at IoT Marketing goes well beyond the CMO title. She has been an inspiration among her colleagues, and through her leadership, has brought IoT Marketing to where it is today.

Pivoting During A Crisis

Without a doubt, one of Tiffani’s most impressive traits is her unwavering adaptability. Tiffani has a unique capacity to foresee disruptions and shifts in the technology market, allowing her to implement successful pivots in business strategies well before market changes impact a company’s bottom line. Her instincts are also sharp, and she has a keen sense of what’s going to be the next big thing in an industry and culture that is constantly and rapidly changing.

At IoT Marketing, Tiffani recognized the risk that COVID-19 could pose to the entire tech industry very early on, prior to widespread knowledge of the looming pandemic. Realizing that trade shows and conferences might be going dark from cancellations and postponements, negatively impacting our clients’ ability to grow their presence, Tiffani spearheaded IoT Marketing’s pivot to webinars.

Under Tiffani’s leadership, the IoT Marketing team built Industry Insights Webinars, a series meant to educate those in need of connected solutions and align them with relevant information from IoT and tech ecosystem partners. In addition to the work she does behind the scenes, which includes all aspects of conception, planning, production, and promotion, Tiffani is also the host of the series.

Through the Industry Insights Webinars series, Tiffani and the team at IoT Marketing help companies who have not digitally transformed their operations to meet the rapidly evolving market demands that require Industry 4.0 solutions. Bringing together a panel of experts, industry leaders, and solution providers, Industry Insights Webinars helps businesses choose the right technology to alleviate their pain points and prepare them for navigating their journeys to digital transformation.

Industry Insights Webinars attracts between 1,200 to 2,500 live attendees from over 118 countries during its monthly events. Industry Insights Webinars has also featured representatives from household brands and major names in tech, including Microsoft, Walmart, Disney, and the GSMA.

This year, Tiffani also spearheaded the creation of two new virtual shows under the Industry Insights Webinar banner: IoT Marketing Live, where she and IoT Marketing CEO Johannes Beekman cover tech industry news, and Mind2Mind, a LinkedIn Live broadcast, in collaboration with Dr. Joe Perez, a leading voice in the technology industry.

Thanks to Tiffani’s adaptability, quick thinking, and creativity, IoT Marketing was able to successfully pivot its business model well before the effects of the pandemic took hold. Not only was IoT Marketing able to continue operating, but the company built a B2B virtual series that is still thriving and growing in a landscape where many have faded away.

The Future for IoT Marketing

Tiffani stated that, for the second half of the year, the Industry Insights Webinars calendar of events consists of some exciting and unique events.

They include the first-ever Summit of Things in October, a virtual summit focused solely on IoT, and the 3rd Annual Industry Insights IoT Awards in December, which honors members of the technology ecosystem for their accomplishments in pushing the industry forward.

Tiffani and her team are also looking into implementing new advanced technologies, like virtual reality and augmented reality, that will allow them to produce hybrid events and immersive 3D environments for Industry Insights Webinars.

Leadership Lessons

Throughout her impressive career, Tiffani has learned a few valuable lessons that have helped her succeed.

One is that it is important to listen. Whether it’s taking advice from a mentor or colleague, or observing how your audience responds to content you produce, a big key to success is to always listen and take on board constructive feedback that could help you improve and grow.

Taking into account any feedback received, whether negative or positive, can give people the chance to improve something about themselves, their teams, or their businesses.

Another one of Tiffani’s lessons is to fail faist. When trying something new, the most efficient way to determine what will work and what doesn’t is to test your ideas and make adjustments.

Lastly, Tiffani recommends always be learning. Tiffani has always felt that it is extremely important to keep learning new things as a top priority. This lesson stems back to her grandmother’s words of wisdom as a young child. She would encourage Tiffani to not only do her homework but also to challenge herself to learn as much as possible by reading books and asking questions.

When it comes to incorporating these lessons into IoT Marketing's company culture, Tiffani tries to do so by leading through example. By actively and consistently following these lessons herself, Tiffani inspires everyone on the IoT Marketing team to do the same.