TheCconnects: Can you tell our readers a little about your professional journey & how did you come to your current role/position?
José Alberto cabal Urquiza: I Started a Branding Agency in 2010. With time I noticed that customers needed certainty and KPIs from the investments they were doing with us, so I started considering digital marketing.
I started learning as much as possible: Inbound Marketing, Sales, Management, and content creation.
I took as many courses as possible to get the proper knowledge.
I became a Hubspot Partner Agency in 2016, and later on, I merged with a Dimond Partner (Black & Orange). Now I work there as Chief Sales Officer.
TheCconnects: Who has influenced you the most in life and why?
José Alberto cabal Urquiza: My Grand Father and my Dad. They are both great leaders and very responsible persons, always working with values and ethics and doing the best for their families.
TheCconnects: What are the biggest challenges you have faced in your life & how did you overcome them?
José Alberto cabal Urquiza: The biggest challenge was when My family and I suffered a giant fraud that actually affected a considerable percentage of the city I lived in.
That is how I lost my job and all my money and had to create a company from scratch to earn money for my new family. My first daughter was six months old.
That also caused me to have panic attacks due to the stress and pressure as a company owner. I overcame those challenges with faith and trust that God has a bigger plan for all of us and that He will never leave us alone.
TheCconnects: What lessons have you learned from your professional career?
José Alberto cabal Urquiza: Always HELP people; the money is a consequence of good effort and CARING about people. So learn, teach and share. That’s the way to grow.
TheCconnects: What do you see as the biggest challenge for brands in the digital space?
José Alberto cabal Urquiza: Not understanding their real customers and focusing on the WRONG metrics (likes, amount of leads, shares, views) instead of the right metrics (conversion rates, Qualified leads, sales, and ROI)
TheCconnects: How your product/solution can help to resolve the pain points of your customers?
José Alberto cabal Urquiza: Every new lead we get at Black and Orange goes through a detailed assessment to understand if they are a good fit for the company and if the company is a good fit for them. We only work with customers we know that we can help in achieving their growth goals.
If we can not help them grow, we are honest and let them know before spending any money or time with us.
TheCconnects: Do you have any advice for those who want to become chief marketing officer?
José Alberto cabal Urquiza: Read, learn, and study all you can. I have never stopped learning since I ended my University grade. I have continuously enrolled in diplomas, seminars, and online courses, and now I am finishing an MBA. Never stop learning and understanding your customer’s pains.