Marketing content distribution platform set to launch locally

After a spike in COVID-19-related demand as businesses accelerate digital adoption plans, a new platform for pushing digital content to agents is coming to Australia

A digital distribution platform for marketing content, created by Gefen Technologies, is set to launch in Australia with plans for an initial public offering (IPO) and to list on the ASX by year-end.

Led by co-founders and co-CEOs, Orni Daniel and David Nash, Gefen has developed a platform which enables companies, in particular finance and insurance, to distribute marketing content through networks of agents at a large scale for customers across a variety of digital channels. The Australian push comes as Gefen has seen a spike in demand from businesses looking to accelerate digital transformation in the wake of the COVID-19 pandemic.

Co-founder Orni Daniel told CMO the platform empowers individuals in the field to create brand communications. He explained that, where country managers were responsible for customising local marketing and communications content, with global businesses in the digital realm this is completely different and needs to be handled differently.

“Today, when people look for information, they don’t go to the local library. They search - online. So we allow enterprises to create, for their physical distribution network, digital communications for its agents in whatever channel the customer is at, from messaging to web, wherever they are,” he said.

Agents, such as sales and distribution people, can communicate with customers in any digital channel and businesses can manage rules, brand messaging and the communication channels on their behalf. Businesses can ‘push’ digital content ready to use and personalised to any number of agents.

The content includes websites, mobile presence, email marketing, advertising, social campaigns, customer intelligence and client collaboration.

“Instead of creating one or two big campaigns a year, with all of the work this entails, this allows enterprises to be constantly on. Through digital, it’s very easy to create a campaign, provide it to agents for distribution and then customise and create another one. There is no downtime,” Daniel continued.

“With marketing, you need to build trust, you need to build relationships, day by day, and it obviously helps sales, and with digital it’s always on.”

Spike in growth due to COVID-19

In recent months, the company has seen a significant spike in business due to the COVID-19 pandemic, as global companies reprioritise the digital transformations of their entire agent networks. 

In response to the spike in demand, Gefen launched the business continuity program, an extension of its existing services specifically tailored to current and potential clients impacted by COVID-19. The program allows companies with large numbers of agents such as insurers to deploy Gefen’s digital capabilities to their agent network in just days. Users of the program have access to the full suite of services and capabilities as well as the ability to rapidly scale up in less than 14 days.

Co-founder David Nash said the initial response to the program has been strong and noted how, in the past, Gefen would first go to a multinational company’s innovation lab, then perhaps it would deploy the solution in one country with a few thousand agents.

“Now our customers are looking to scale up to 100,000 agents worldwide in just three months,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

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