We’re excited to introduce you to the always interesting and insightful Krista White. We hope you’ll enjoy our conversation with Krista below.
Krista, so happy to have you with us today. You are such a creative person, but have you ever head any sort of creativity block along the way? If so, can you talk to us about how you overcame or beat it?
Creativity Blocks can be challenging for many people, but I find the key is knowing how to help yourself reconnect from a different angle. If you are feeling stuck, pushing on “stuck” isn’t the answer. You must find another entry point.
I find fresh inspiration to be key. For marketing creatives, I may discuss recent insights with the marketing team, watch a related video, or look at some of the content our competitors have put out. Sometimes I just enjoy watching a good unrelated ad to inspire me again or having an “anything goes” brainstorming session. Ultimately, my goal is to find a new angle and new inspiration. Once I am able to reconnect with the product from a different angle and get the ball rolling, there is no stopping me.
I certainly learned this through trial and error. At the start of my creative career, my initial approach was to push and push, but experience yields wisdom and I have learned just how much can be gained by knowing when to take a step back and try a different door instead of pounding on the same old one. Ultimately, I find it has helped me accomplish so much more. When you know how to inspire yourself (and others), overcoming these challenges becomes much easier and the results are so much more rewarding.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
I am the Director of Marketing for Crow Canyon Software. I truly enjoy it because I believe strongly in what we do. For me, that makes a big difference. It’s thrilling to be able to apply my growth marketing skills, brand elevation, and continuous learning to a company I believe so strongly in.
The development team works hard to make great products and they never stop improving them. That makes my job as a marketer a lot of fun! There is always something new to talk about. For example, just recently we have launched the NITRO Help Desk App for Microsoft Teams. It allows users and technicians to submit, assign, and manage tickets all from directly within Teams.
We also launched a new AI-powered knowledge base that we call KB Co-Pilot which personally, I think is just incredible to see in action. Essentially, organizations can take existing knowledge base articles, old tickets, and any other historical data and feed it into NITRO’s KB Co-Pilot for a fully unique and custom AI-powered interface. This allows users to get help with technical issues within seconds, eases the burden on overworked help desk technicians (research shows most carry nearly 2x the load that they should), and helps organizations run smoothly without long wait times to get issues resolved.
Needless to say, my job is a lot of fun. I am passionate about what I do and lucky to work alongside such a wonderful team to make it happen.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
I think the three most impactful qualities have been:
– Curiosity
– Professionalism
– Positive Attitude
Curiosity is key to keep pushing you forward. If you stay curious, you will keep learning and keep getting better and better at what you do. That thirst to learn more and absorb as much as possible makes me very good at what I do. I learn the brand, products, customers, and my speciality deeply and as a result, it makes me more effective at my job.
It’s amazing to me how much a touch of extra professionalism can help you succeed. In my first job out of college, everyone was pretty casual. I came to work dressed professionally and have always made sure to carry myself professionally as well. I was promoted within months. I’ve kept this approach in each new environment and have found it to always serve me well.
If you are good at what you do and pleasant to work with, what more can anyone ask for? Everyone likes to be around pleasant people. I’m not talking about toxic positivity, but look for ways to say yes. Look for solutions and ways to contribute positively to the group. I find it’s infectious and makes the work environment better for everyone.
Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
I am always thirsty for new marketing knowledge and experiences. I have grown in so many ways over the past 12 months in SEO (a must for every year), transitioning the company over to HubSpot, and fine-tuning my PPC skills, but I think one of my proudest moments of growth was developing a new trade show booth design.
While I was well-researched on the topic and had guided designers on previous booth designs, I had never single-handedly designed a booth before. We also made the decision to shift our messaging for this show. I designed a banner, created an explainer video, leveraged new digital marketing techniques ahead of the show…the works. It turned out to be our best show ever! Not only was it a lot of fun, but it was so rewarding to see the positive impact it had on the company.
Contact Info:
- Website: www.crowcanyon.com
- Linkedin: https://www.linkedin.com/in/knwhite27/
