Triple Threat

“Never Lose A Document Again.” The tagline for eFileCabinet’s Rubex software says that if you are looking to end the frustration of losing time tracking down a misfiled document, the automation process is a centralized solution for your documents. Simply put: You can locate any file thanks to Rubex’s intelligent organization and intuitive interface. Having Rubex is literally like having your documents at your fingertips.

Darcey Wilde would agree. As eFileCabinet’s director of marketing, she is tasked with effectively branding and messaging the company’s slate of products, Rubex included, to the masses. eFileCabinet sells proprietary software to help manage and store documents, content and records, either on-site or in the cloud. Wilde is one of its aces in the hole, a marketer with more than 20 years of putting herself in the customer’s shoes to understand their needs and issues.

Ask her and she will tell you that being a marketer is more than helping sell products. It is about being a problem-solver, project manager and tenaciously devoted ally to everything and anything that is the brand.

To get a feel for what makes a marketer’s marketer, CANVAS sat down with Wilde to get her take.

What are some of the biggest things that should be on marketer’s radar today?

We are seeing automation become more and more a part of everything we do. Almost any department within a business can take advantage of automation, and I think in 2020 we are going to start seeing a shift from “if” to “when.” In marketing, automation is becoming an essential part of how we communicate with our customers on a mass scale. It has also allowed us to respond to new data faster than ever. Marketers who are not already using their CRM’s automated workflow tools are missing out.

Why is it important for every brand to have a strong, consistent story to tell and why does content matter?

The important thing about marketing content is that it needs to be a strong, smart message that grabs people, but it also needs to come from a genuine place. You can pull in as much data as possible and have it analyzed by a whole firm of marketers to come up with what they believe is the best message, but if it does not accurately represent the business and its product, it will not sound authentic.

It is important to channel a voice that is truly enthusiastic about the business and the product. My marketing team lucked out in having our CEO Jesse Wood, whose voice and expertise about eFileCabinet we channel into a lot of our marketing materials. Hearing him in person talk about eFileCabinet and our mission to help people automate redundant processes so they can get back to the work that truly matters gets you excited. We try to put as much of that language into our content as possible.

It is all about finding a voice, whether it comes from an internal place or from your more vocal customers who want to sing your praises. The real language that real people use to describe your business and your product will sound more authentic than any committee-produced slogan.

How does this story help build their brand?

Once you have discovered that strong story that authentically describes your business, you can build onto it and incorporate that language into all aspects of your marketing, whether it is your emails, website, social media, promotions, etc. Creating a consistent throughline of how you want your customers and prospects to think of your business will help you adapt your own story into theirs.

What are the best ways for a brand to better connect with its community?
Know your customers. Where do they hang out? Where do they gather information? What do they find interesting? Meet them where they are and do not be afraid to talk to them like human beings, and not like a marketer to customers.

Never discount any avenue of communication. You never know how your audience is going to respond when you try something new.


Define the importance for brands—i.e., marketers—to be able to play on every channel (social, email, advertising, etc.)

Never discount any avenue of communication. You never know how your audience is going to respond when you try something new. Even if you do not seem to be getting any traction on a certain social media platform, it does not hurt to keep posting to let individuals know you are proactive in posting content.

What can brands do better for helping to bolster customer experiences? How does content play into this?

Listen to the customer. What processes do you have in place for the customer to report back to you how they are interacting with your product, and suggestions for improvement?

Regularly request reviews of your product. What educational experiences does your brand lack that creates better outcomes for your customers? Do they feel you hear them? Personalizing experiences as often as possible allows the customer to feel like you understand their use case and know how to help them to succeed.

What is the biggest item on your to-do list?

Our focus this year is on the customer. Creating better experiences, assisting with better utilization of our products’ features, and creating valuable educational experiences to empower them in reimagining the way they work by fully implementing our product within their ecosystem. Finding and attracting new customers is an important priority, but retaining who we have is an even more critical goal for maintaining and growing revenue.