Marketing at MakerLab requires an innovative mindset

Two and a half years ago, B2B marketer Serra Alink joined MakerLab. At first, she also divided her time between MakerStreet sistersUnplugged and Elevator. But it soon became clear: She is a true MakerLabber. For the past year, she has been fully dedicated to putting MakerLab on the map as a serious innovation partner and employer.

Why is MakerLab such a good match for you?

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"I have a rather hands-on attitude. Before I started working at MakerStreet and MakerLab, I knew absolutely nothing about the world of innovation. I was familiar with the term 'Lean Startup,' but what it exactly entailed? No idea. Fortunately, I already operate in a somewhat lean manner. If I want to see results in the short term, I just start. I learn by doing, with my hands in the clay and I go for it. In the past, I worked as a recruiter, which helps in my current job. Besides the number of clients, I also know how to make the team grow along with it."

Okay,  so just start then.

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"Well, first, the basics have to be right. You can only do that if you know: who are we? What do we believe in? What is our strength? What do we do and for whom do we do it? I translated the answers into a brand statement, a set of core values and a tone of voice. Based on this, our channels received a makeover. Our website and social media exude recognizability. I then went about marketing on a trial basis: increasing our reach, attracting visitors to the website and generating new leads."

How do you mean, trial by trial?

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"I began with a modest approach initially, rather than setting up a lengthy and complicated campaign right away. What kind of content resonates effectively? Which channels prove successful? And which content doesn't perform as effectively? An experiment designer operates in a similar manner as well. I do not possess the budgets typical of a large agency with 100 employees, so I must make judicious use of my resources.."

What is the most important lesson you have learned so far?

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"That you're never done learning? No, just joking... but also a bit true, especially when it comes to business-to-business marketing. The field is broad, and trends and developments follow one another rapidly. We think we know something, but then it turns out to work differently. People's behavior changes, after all. The B2B buyer journey is sometimes difficult to pin down. So much happens before an interesting prospect visits your website, let alone before they're ready to get in touch with you.

But, I see that MakerLab is playing an increasingly significant role in the innovation landscape. We are being found more effectively and quickly by our target audience. And also by potential new MakerLabbers."

By now, do you know "how innovation works" a little better?

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"I can now name all the steps of MakerLab's innovation process. I also know a complete range of experiments, tools and innovation methods. But perhaps more importantly, step by step I am learning to think like a true MakerLabber.

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The foundation for that was already there. You have to have a pretty curious mind if you want to end up at MakerLab. I always liked doing and trying things out for myself. See it to believe it! By now I have a lot of knowledge about how to innovate, but I had to hit the books first. What is value proposition design? And what about business model generation?"

So back to school?

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"Yes, exactly. But that's a lot of fun! In that respect, it's a real candy store here. We have an awful lot of knowledge in the team. We also have an extensive online knowledge base and boards on Miro full of information. I can go all out.

I learn not only from books, but also from practice. In May, Hacking Health Amsterdam took place. As a partner, MakerLab guided the participants from concept to a good prototype. I could only have taken snapshots for our socials.... But I was eager to participate myself. With this hackathon, I was able to really experience things. Reading a book is one thing. Working on innovation in a team yourself makes it stick." (Read about this special anniversary edition of Hacking Health Amsterdam here ).

What do you take away from that experience?

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"I often work based on my gut feeling. I don't always have the patience to thoroughly investigate things. I prefer to go with an idea that feels right. I then test it. I think the approach of an experiment designer falls right in between: only learning what you need to take the next step. This way, you learn to ask the right questions. The choices you make are based on evidence. And guess what? This approach works very well for a marketer."

What did you want to take away from the hackathon?

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"Normally I would go to such a hackathon and see what happens. I've taken a different approach this time. I thought in advance about what I wanted to learn from the hackathon. Based on that, I filled out an experiment card. This is a kind of canvas where you specify which assumptions you want to (in)validate, what type of experiment you want to conduct, what your learning objectives are, and how you measure success.

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I saw the hackathon as a genuine experiment. As a result, I was able to learn from the experience and how an experiment card works. Innovation is a mindset. By continuously applying it, it becomes ingrained in your DNA."

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