Interview with CMO, Blis – Diane Perlman

 

” The industry’s thirst and demand for trust and transparency spurred on by the implementation of GDPR is already having a major impact and brands want to work with martech partners who can deliver on this and help them meet their KPIs too “

1)  Tell us a little bit about your role and how you got here.
I have the privilege of joining Blis as their CMO and the first woman on the company’s leadership team. With my agency-side, large corporate, as well as startup experience and having spent the last 10 months as CMO of another top ad tech scaleup – this role seemed like a perfect fit for me and for Blis.

2) Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
The growing influence of AI will continue and get even stronger and we will see blockchain come into its own and evolve as the industry begins to understand the real power and use cases that work. However, brands and agencies that thrive and survive will be the ones that can expertly apply data insights from their tech stack to their marketing strategy and use it to enhance their storytelling as well as drive ROI.  

3) What do you see as the single most important technology trend or development that’s going to impact us?
The industry’s thirst and demand for trust and transparency, spurred on by the implementation of GDPR, is already having a major impact and brands want to work with martech partners who can deliver on this and help them meet their KPIs too. The companies and technologies that can deliver this will rise to the top.

4)  What’s the biggest challenge that CMOs need to tackle to make marketing technology work?

I think it’s important not to get caught up in technology just for technology’s sake – if it offers real enhancements, efficiencies and results then it’s worth considering – from personalisation, to collaboration – the biggest challenge is making sure you have your head around what each technology can deliver, how they can meet your needs and integrate with other tech your team is using, and then embracing the ones that work.

5)  What’s your smartest work-related shortcut or productivity hack?
My top productivity hack is to know what time of day you are at your most productive and block out that time to tackle your toughest challenges (or eat the biggest frogs, as they are sometimes called). For me it’s 1st thing in the morning – so I get in early and try to get a solid couple of hours at my desk during my peak productivity time

6)  How do you prepare for an AI-centric world as a marketing leader?

I think it’s about, first, understanding AI and its applications and, second, ensuring that it is used where it can help move the needle. There is so much it can potentially do from personalization to engagement, better conversions, more relevant content creation – the key is to make sure you’re using the right tools for the right reasons.

7)  What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer lifecycle?
Blis’ proprietary technology and platform helps agencies and brands use location data to better understand consumer behavior, allowing for effective targeted advertising to drive business outcomes. Advertisers must capitalize on these insights for meaningful marketing experiences across devices, whether at the top of the funnel for awareness goals or bottom of the funnel for purchase objectives.

8)  Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?

Blis recently launched a blockchain platform to add transparency to the digital advertising ecosystem with IBM and Unilever. Marketers will benefit from the new capability, as they can transparently validate data provenance and understand individual providers GDPR compliance.

Additionally, in Q4 of 2017, Blis announced partnerships with Oracle Data Cloud and IRI to provide brands with a comprehensive understanding of consumer behavior both on and offline.  By coupling Blis’ advanced location behavioral data with our partners’ information about consumer purchase histories, store memberships and app usage, we can help marketers better understand and leverage consumer behavior both online and in the real world to effectively optimize digital campaigns and measure sales uplift.

9)  Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It would be interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day
Apps you’ll see on my phone’s home screen are:

  • Email apps
  • Contacts
  • Calendar
  • Weather
  • Photos
  • Safari
  • Skype
  • Tri Yoga
  • Notes
  • Citimapper & Here maps
  • Open Table
  • I purposely keep my social media apps on the 2nd page – grouped in a folder -in an attempt to help me resist the urge to check them too often

 

As CMO, Diane is responsible for overseeing the planning, development, and
execution of Blis’ global marketing and advertising initiatives.
Diane is an established marketing leader with big brand experience at Microsoft,
as well as startup, scaleup and agency-side experience. She is an American
who relocated to London over 18 years ago with a startup and has worked
primarily with tech and telecoms companies during her London career, which
spans Grey London, Wheel (acquired by Digitas/LBi), Microsoft and Unruly, as
well as her own virtual agency.
While at Microsoft, Diane led UK marketing communications for Windows Phone
and later created and ran the Microsoft Ventures Accelerator, graduating
nearly 40 startups. She was subsequently the CMO at global startup accelerator
MassChallenge.
Diane spent the past 9 months as Interim CMO (maternity cover) at video ad
tech company Unruly, one of the hottest tech scaleups in London’s TechCity.

Blis is the global pioneer in location data. Our proprietary technology and platform helps agencies and brands use location data to better understand consumer behavior, allowing for effective targeted advertising to drive business outcomes.
For more information please visit our Website

Interview with CEO and Co-Founder, Brandtotal – Alon Leibovich

 

“Martech solutions are proliferating, which will become increasingly confusing to companies looking for solutions due to the array of options on the market.”

 

Tell us a little bit about your role and how you got here. (what inspired you to start a martech company)
After working for several years as a marketing strategist at McCann and as an organizational psychologist, I realized that consumer companies were lacking a crucial input in their marketing planning: competitive knowledge. Before the digital age, it was rather straightforward to track the competition in printed publications and on TV.  Today, many marketing campaigns are hidden from view in “dark marketing,” or hidden posts. So, a team of experts in cyber methods and artificial intelligence and myself, founded BrandTotal, to assist companies gain a competitive edge by illuminating and analyzing their competitors’ dark marketing campaigns.

Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
Martech solutions are proliferating , which will become increasingly confusing to companies looking for solutions due to the array of options on the market.  Therefore, providing a unique offering is vital. The martech solutions that provide the most holistic view and value will win.

What do you see as the single most important technology trend or development that’s going to impact us?
Artificial Intelligence enhancements can help marketers by providing them with an extra boost in providing insights that they wouldn’t otherwise be able to generate or it would take them so long that by the time they got to these insights they would be out of date.

What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
The first challenge they face is not only staying on top of the latest Martech technology trends, but hiring talented and trusted people who can select the right technology. This ensures that they don’t just buy a particular technology because people are talking about it, but having a strategy in place on how to use it.
Another challenge, is that the majority of CMO’s know that they need technology, but because most of these executives have been working in Marketing for many years, they might not be familiar with the latest and most effective Martech offerings.

What’s your smartest work-related shortcut or productivity hack?
There really are no short-cuts. Just hard work, a positive attitude, dedication, and a responsible team to back you up.

How do you prepare for an AI-centric world as a marketing leader?
With the right team of experts and knowledge at our fingertips we will have the flexibility and ability to adapt to enhancements in AI to remain competitive and relevant.

What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer life cycle?
BrandTotal offers almost impossible-to-find competitive intelligence, helping brands understand their place in the competitive landscape, faster and better than with any other tool. It uses AI to distill usable insights from the massively targeted campaigns across multiple channels. It allows brand marketers to benchmark against the competition, to understand what resonates with their audience, and to quantify their brand marketing. Since digital changes rapidly, brand marketers need to stay on top of current trends, and adjust to competitor strategies. BrandTotal provides the real time data and insights needed to stay agile.

Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
We are currently working on several new features, including new campaign alerts to keep you on your feet at all times, and a cool tool that will give in depth insights to specific audience related questions, such as “who is targeting a specific age group?” or “where and when are my competitors targeting female senior citizens?”  Stay tuned!

What is your take on the massive explosion of MarTech across so many categories? Do you see competition, opportunities to partner and/or integrate?
Yes, there is an explosion but that is because the need is so great. We do expect to see consolidation over time. There are many opportunities, and we already partner with the some of the high-tech giants such as Microsoft and Oracle. We do see that the larger companies are interested in innovative solutions on the market as well as our customers. It’s a very exciting time to be involved in MarTech.

Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
Currently we’re still building up our stack as a start-up. Follow our blog and social media to get updated.

Alon Leibovich is the CEO and co-founder of BrandTotal, a platform that empowers marketers to understand their competitors' marketing strategy and to quantify their brand marketing. He co-founded BrandTotal based on his experience as an organizational psychologist, and then lead strategist at McCann, where he developed marketing and communication strategies for household brands in the FMCG, auto, telecom and retail segments.

Working with some of the world’s most reputable names, we're a high-tech and VC-backed agile marketing intelligence company that helps enterprises reverse-engineer the marketing strategies of their competitors.
For more information please visit our Website

Interview with VP- Marketing of George P Johnson – Scott Kellner

“As a lifelong marketer, I recognized a trend: traditional marketing tactics like advertising and digital marketing, relied on interruptive delivery”

Tell us a little bit about your role and how you got here.
I’m the VP of marketing for George P. Johnson Experience Marketing (GPJ) – the world’s largest experiential marketing agency with 30 offices around the world. I’m responsible for all external and internal communications, along with lead generation and branding.

My route to GPJ, was this: I co-founded a virtual event software company back in 2008. This was at the beginning of the recession, and the idea was to enable companies to conduct events such as trade shows and sales conferences online, with a great deal of the functionality and benefit of attending an event physically, but without the cost of travel. We actually did quite well, signing up major technology clients in Silicon Valley. But there were a limited number of companies who could derive the full value of events in a virtual forum.

At the same time, as a lifelong marketer, I recognized a trend: traditional marketing tactics like advertising and digital marketing relied on interruptive delivery. By that I mean: the audience was forced to stop what they really wanted to be doing (watching a TV show, browsing a website, etc.) in order for the message from the marketer to be conveyed. I knew that with the advent of time- and place-shifting (DVRs, ad blockers), the efficacy of those techniques was going to wane, and I sought out the leader in non-interruptive marketing – GPJ. My assumption was simple: experiential marketing (events, brand activations, etc.) are voluntary and participatory – people want to engage in those ways, at those times, or they wouldn’t be there. And that, to me, was a powerful way for a brand to truly engage, and develop a real relationship, with target audiences. I wanted to be a part of that.

Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
There are a couple of trends that will accelerate over the near term. First, automation – marketers’ ability to plan and execute a variety of marketing programs is going to become even more systematic than it is now. And there’s still an important role for awareness campaigns to play, so this is crucial. I call it “air cover” – having a consistent cadence of the right kind of content marketing, thought leadership, PR, and even advertising is essential for most brands.

Second, personalization – digital marketers have done a pretty good job of personalizing messages through re-targeting and other techniques. But those are still interruptive, and can be disquieting to some consumers. Where I see personalization becoming more important is on the experiential side by creating unique experiences informed by real-time data that constantly updates the custom recommendations for each participant.

What do you see as the single most important technology trend or development that’s going to impact us?
Artificial intelligence is going to revolutionize the two trends I noted above. It’s going to enable automation to work more quickly, and it’s going to fuel personalization in exciting new ways for marketers.

What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
Marketing technology is a tool, not a communications strategy or solution. CMOs need to ensure they remember the anthropology involved in good marketing. We’re attempting to reach human beings – people who have their own priorities, their own biases, and their own timetables. Too often, I’ve seen marketing technology put to work to efficiently deliver messaging that doesn’t resonate. Simply being more efficient at delivering mediocre communications isn’t going to solve anything. You just win the race to mediocrity.

What’s your smartest work-related shortcut or productivity hack?
I’m a pretty simple guy when it comes to this. First, I use the quietest time I have – early morning before others in my organization have signed on – to focus on my research and education goals related to my role at GPJ. Second, I carve out time on my calendar a few days week so that meetings cannot be booked and I can actually get important, time-sensitive work done.

How do you prepare for an AI-centric world as a marketing leader?
By focusing on the successful case studies for its use in my industry AND the failures, and there are going to be plenty of them. It’s also incredibly useful to interact with professionals from other disciplines within my agency, such as our creative leads, or our strategy personnel, to get their opinions on what’s next. Often, they have a different data set from which they’re working – different publications they read, experts with whom they’ve consulted, etc. They also view the potential of AI from a different perspective. By combining what I need from it with what they can dream up, we end up with some very interesting solutions – many of which we’re deploying for clients now.

What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer lifecycle?
GPJ, while it has proprietary technology, more often serves as an aggregator and integrator of various experiential and event technologies. Our expertise is 1) understanding the landscape of options, having worked with virtually all of the technology companies out there (we run an average of 23 events per day, year around), and 2) our ability to not only aggregate and integrate various technologies, but also coalesce the data they generate into actionable analytics for our clients. That’s a huge benefit.

From a customer lifecycle perspective, we serve our clients at all stages. For some, we’re intricately involved with pre-production product launches. For others, we create brand experiences that further educate consumers on the benefits of our clients’ products or services. And for many, we create activations designed to drive revenue immediately. It all depends on what our clients need, though many of them use us for all stages of the lifecycle.

Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
Sorry, can’t really get into that, other than to say this: artificial intelligence in the experiential space is here now! It’s helping us personalize experiences to a much greater degree, and perhaps more importantly, it’s enabling us to draw very interesting insights into consumer behavior, which very nicely complements the data from other forms for marketing, such as digital activity.

What is your take on the massive explosion of MarTech across so many categories? Do you see competition, opportunities to partner and/or integrate?
Absolutely there are opportunities to integrate. I think one of the most exciting is the fresh ability to take the actual physical brand interaction data we have from events and activations and combine it with marketers’ existing digital data to create a much more holistic view of not only personal groups, but actual individuals. Never before have marketers had the opportunity to access such valuable information. Data from physical interactions at events is an incredibly valuable complement to data marketers typically rely upon.

Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
Ours is pretty simple. We have a website that’s properly coded to generate the analytics we need, and it’s integrated with our marketing automation platform, Pardot. That, of course, is part of the Salesforce suite, so our marketing automation (email, newsletters, invites, etc.) is directly tied to our Salesforce CRM. At any given time I can tell my new business personnel exactly what each prospect or client has consumed, when they did so, and how often they engaged with us.

Scott is a senior marketing and communications executive with experience in branding, marketing automation, PR, advertising, product positioning, lead generation, SEO/SEM, sales management and executive leadership.

He has founded, built and sold businesses, conducted a successful turnaround and helped established companies reposition, clarify their messaging, sharpen their lead generation programs, expand their pipelines and shorten their sales cycles.

GPJ IS THE WORLD'S LEADING EVENT AND EXPERIENCE MARKETING AGENCY.
We're building a new kind of team.
The kind that deserves the best culture and benefits.

GPJ is the world's leading experience marketing agency. We create great ideas and bring them to life through integrated experiential programs that leverage digital, mobile and physical brand activations. Our worldwide office network enables leading brands to create and accelerate relationships with customers, employees, partners, media and other influencers. GPJ is part of Project Worldwide, the leading independent engagement marketing solutions network (www.project.com).
For more information please visit our Website

Interview with CMO, Plattar – Andre Selton

 

“I might be biased, but I certainly think that Augmented Reality (AR) within the Extended Reality (XR) spectrum will change enterprise and industry, but also reach the consumer level.”

Tell us a little bit about your role and how you got here. (what inspired you to start a martech company)
As the marketing manager of Plattar, my day to day involves reaching out and speaking to people who are interested in Augmented Reality and also educating people who may have never heard of the technology. I arrived at Plattar after working in my own agency, helping people understand and make the full use of technology at their fingertips for marketing.

Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
It really has been great to see all the tools being produced over the past few years, they have certainly made me excited about the sector and also solved my problems. I believe over the next few years, we will see martech solutions carve out their own niche. Meaning you will have a go-to tool for a particular task or the more significant players will gobble them up into their broader offering of their existing products.
In tandem, SME is still not truly harnessing the power of martech and more importantly, the data that can be generated. So I think we will find cost-effective tools being released that will analyze the data for SME and help them to action from those insights.

What do you see as the single most important technology trend or development that’s going to impact us?
I might be biased, but I certainly think that Augmented Reality (AR) within the Extended Reality (XR) spectrum will change enterprise and industry, but also reach the consumer level. We are months away from one of the FAAMG release a consumer level, powerful AR wearable that will change your day to day tasks, entertainment, and retail experiences. What does that mean for marketers, you are literally going to have eyeballs of your audience, but also a dilemma on how often you should interrupt your user without having them turn off your service or device.
It is the world of Black Mirror coming to us very quickly, we already have tech giants achieving video streaming to contact lenses in labs. It is only a matter of time that XR will be part of our daily lives.

What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
They need the expertise to know how to harness it, some will go in-house and some will through partners. But having the ability to test and learn from the output will be essential and in many ways that will change how marketing departments will operate, moving towards a more test and learn mentality for a lot of activities. Adopting the Agile method and taking learnings from the Growth department of companies.
The key to all of these is the ROI, marketing technology will work only if it is measured and rightly tuned to attribute the change in revenue to a particular martech or campaign. So CMO’s need to find the right people to help them build their Marketing stack but also run the stack to create business outcomes. Look widely and broadly you may never know who you will learn from.

What’s your smartest work-related shortcut or productivity hack?
I have a few that I think goes against the grain of conventional thought; I get in early to get work done before the team arrives; I think like a data-driven salesperson, I ask questions to learn as much about the customer, I speak to a customer or potential customer every day, I listen to the language they use and then use that in our messaging; Test and learn.
If you want to learn quickly how your campaigns are going, get out to the coal face as much as you can and listen.
Ohh, and I outsource admin tasks as quickly as I can describe them. You have domain knowledge, spend your time putting that to use.

How do you prepare for an AI-centric world as a marketing leader?
I start using it….simple, be an early adapter to know where it can help, but also the limits. I have already used an AI tool called Adext to manage PPC and even in my email inbox to help do the back and forth on locking in times for a meeting I use X.AI.
There are many tools out there,  not all of them we will see in 5 years time, but the key thing is starting to learn how to use, manage and work alongside AI as we will always have our place. But the first wave of AI will empower us at our jobs and make us better marketers, freeing out time to spend more time thinking about the customer and the CX.

What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer life cycle?
Plattar is an Augmented Reality product lifecycle platform, we help brands to engage with their audience and customers from the activation, buying, set up to repeat purchases. It is a single touch point to help sell more and improve the customer experience. For a marketer, using AR THEY are able to create a more engaging customer experience, differentiate in the marketplace, gather further insight into their customers and sell more.

Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
We actually have a significant product launch in October the whole team is working towards, it is going to change how you interact with a product you are going to be looking at buying. It is going to make it easier for brands to use AR as part of the purchase process with ease. I really encourage you to sign up at www.plattar.com, so you can be in the loop once it is announced. It will give more power to the everyday person to create their own Augmented Reality experiences.

What is your take on the massive explosion of MarTech across so many categories? Do you see competition, opportunities to partner and/or integrate?
I see MarTech as being an ecosystem, similar to how we look at cities and regions grow startup and innovation ecosystems. If we grow, we all grow together. More importantly, it provides all with more opportunities to integrate their products with one and another, ultimately benefiting everyone. So the explosion is the result of everyone working together, that is from the product creators to the marketing leader for being adventurous on how they take campaigns to the market.

Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
As our audience is a B2B relationship, we don’t necessarily run a large stack or complex, a lot of our deeper in the funnel activity is in person as much as possible, picking up the phone and calling. For all the top of funnel work, we harness Hubspot, Facebook Ad, Google Ads, Linkedin Ads, Mailshake, Linkedin, Mailchimp, Intercom, Mixpanel. So nothing groundbreaking, but I think it is the tactics we employ with them that are unique, mixing and merging the technology together for our marketing and account-based marketing activity. Reach out if you want to actually to hear what we do.

Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It would be interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day.
So I keep my news sources very broad as you never know where and great tips or idea can come from, what you are looking at is my news sources, some of the blog I keep a top off and some of the tools I use when on the road. Mainly day to day, it is Clubhouse and Google Keep for day to day tasks.

Andre is the Chief Marketing officer at Plattar, an easy to use and simple Augmented Reality Creator; even a six-year-old can use it! He has always been a first adopter of new technology and always excited about giving people their first experience of Augmented Reality. Plattar is working with organisations to give them powerful product experiences, that they can self manage.

Plattar transforms the way customers experience your products. Our 3D & Augmented Reality platform virtually puts products into your customer’s hands.

We are the first platform to blend physical and digital worlds at each stage of the product lifecycle to sell more, drive success and build lasting customer relationships.

We enable brands you to virtually put products into a customers hands, enabling them to browse, interact and buy. Post purchase, we simplify first use with step-by-step contextual guides, creating a long term touch point that in time up-sell to the latest product release.

For more information please visit our Website

clutch_sarah_cover

Interview with Marketing Manager, Clutch – Sarah Patrick

“the number of providers offering marketing software will continue to increase, which means businesses that may benefit from martech have more services to choose from”

Tell us a little bit about your role and how you got here.
I’m the marketing manager at Clutch, a B2B research, ratings, and reviews company headquartered in Washington, D.C. I joined the team as the eleventh employee, shortly after graduating from Georgetown University in 2015. Since then, we’ve seen tremendous growth and have more than 40 full-time teammates helping us work toward our goal of helping businesses identify and hire the best business services for their needs. (These services span marketing, development, design, creative, IT, human resources, accounting, and more.)
Clutch grew from the idea that both buyers of business services and sellers of business services need to connect to tackle business challenges together – whether these challenges are hiring the right service provider to build a mobile app or execute a marketing strategy or finding the right clients to grow a business.

We know that more than 60% of B2B researchers use third-party sources such as reviews before approaching a business, so it’s important for business service providers to show up in Google searches when prospective clients search “company name and reviews.”

When companies create a profile on Clutch, our team interviews their clients over the phone, edits the transcripts, and publishes the conversations to the company’s profile as long-form reviews/case studies.

This process makes Clutch stand out from other B2B ratings and reviews websites. Companies with profiles on Clutch get help with online reputation management and prospective clients get access to all the information they need to make an informed hiring decision.

Given the proliferation of marketing technology, how do you see the martech market evolving over the next few years?
I foresee three trends in the martech landscape over the next few years.
First, the number of providers offering marketing software will continue to increase, which means businesses that may benefit from martech have more services to choose from. For small and mid-market businesses, this makes harnessing the benefits of martech difficult. While big-name providers such as Salesforce are recognizable, they may not be the best fit for a small business seeking to invest in marketing software for the first time. Sometimes having access to too many capabilities makes integrating software into your marketing plan more difficult.

Second, artificial intelligence (AI) will make martech more personalized and instantaneous. For example, AI-powered martech may allow you to display content on your website that corresponds to a visitor’s demographics, device, online behavior, and location. Push notifications triggered by location or online behavior allow you to communicate with a customer when your company or service is top-of-mind.

What do you see as the single most important technology trend or development that’s going to impact us?
I’m excited to see how AI changes marketing in the coming years. I believe AI provides an ability to target and interact with customers in a more personalized and instantaneous way. This comes with challenges, however. For example, how many push notifications or AI-informed social media ads are too many? How will marketers keep pace with the changing technology, especially as consumers become accustomed to fast-paced communication?

What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
The main challenge for CMOs is keeping pace with new technology and determining the tools and use cases that fit their business needs. While automation and personalization make it easier for companies to communicate with customers, it’s important to consider consumer privacy and know what marketing actions may toe the line.

How do you prepare for an AI-centric world as a marketing leader?
For Clutch, preparing for AI means ensuring our content is optimized for voice search. Search engine results now matter not only on mobile and desktop/laptop but also on platforms such as Alexa, Siri, and Google Assistant.

Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It would be interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day.
I personally use Apple’s Notes app and Google Calendar to keep track of my daily to-dos and priorities.
Clutch’s marketing team uses Trello to collaborate with contributing writers who apply to write for Clutch and part-time writers who work remotely to create content for The Manifest, our sister website that covers business news and trends.
The full Clutch team uses HubSpot and tracks website traffic and keywords in Google Analytics.

Sarah Patrick is the marketing manager at Clutch, responsible for branding and content strategy. She also leads The Manifest, a business news and how-to website. She graduated from Georgetown University in 2015, where she studied international politics and conflict management. Outside of work, she enjoys running and camping.

A B2B research, ratings, and reviews firm in the heart of Washington, D.C., Clutch connects small and medium businesses with the best-fit agencies, software, or consultants they need to tackle business challenges together and with confidence. Clutch’s methodology compares business service providers and software in a specific market based on verified client reviews, services offered, work quality, and market presences.
For more information please visit our Website

BenHildman2

Interview with CEO and Co-Founder, Splash – Ben Hindman

“It’s not about automating entire processes to a place where experiences become sterile or irrelevant. Rather, it’s about gathering the intelligence needed to make them delightful, unforgettable, and meaningful.”

Tell us a little bit about your role and how you got here. (what inspired you to start a martech company)
At first, I didn’t set out to create a marketing company. What I was really interested in promoting was the importance of human relationships and how to leverage technology to creatively foster the kinds of environments where those relationships would thrive. I wanted to give marketers a tool that would not only help them leverage data to run smarter events, but that would also inspire them to be more creative in their executions.

Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
Technology is going to come off the screen. As consolidation increases, marketing technology is going to become more integrated. When all of your technology platforms and apps are able to seamlessly communicate, event marketers will have access to deeper, even more personalized data. This hyper-personalized interest data will enable marketers to tap into their creative sides and execute more memorable human experiences for their guests off the screen. One of the worst things an event marketer can see is everyone looking down at their phones, not paying attention to or engaging with their environment. Martech, ironically, is going help marketers avoid that.

What do you see as the single most important technology trend or development that’s going to impact us?
We’re moving toward a kind of an apps 2.0 world. Advances in deep linking are going to provide marketers with a slew of really tight-knit experiences that will allow people to go between utilities very quickly. That will be a very interesting opportunity for marketers.

What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
CMOs need to have a firm grip internally on the organization’s goals and whether they have the right people in place. The biggest challenge for them is ensuring the technology is working across their organizations so that everyone has access to that personalized data.

What’s your smartest work-related shortcut or productivity hack?
Being able to delegate the right amount of work to the right people.

How do you prepare for an AI-centric world as a marketing leader?
I see the biggest opportunity for automation and AI in scaling and strengthening human-driven experiences. It’s not about automating entire processes to a place where experiences become sterile or irrelevant. Rather, it’s about gathering the intelligence needed to make them delightful, unforgettable, and meaningful. Even better is that we can to do it at scale, which will enable us to, for example, better leverage programmatic experience design, and even programmatic spending. If we consider the data needed to surprise someone with their favorite cocktail the moment they arrive at an event or to seat them next to someone they greatly admire at a special dinner, we can craft smart registration and data collection processes that enable us to create memorable human experiences that drive deep engagement.

What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer life cycle?
Splash, which is based in New York City, makes it unbelievably easy for hosts to throw extraordinary events. It provides businesses with a platform for creating beautiful on-brand digital invitations, collecting RSVPs and deploying effortless check-in at events. The platform enables marketers to follow attendees through the event and create a personalized experience at every touchpoint (pre-, during and post-event), while seamlessly integrating deeply into existing infrastructure and CRM tools.

Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
We’re really spending a lot of time on boosting the personalization capabilities of our platform.

What is your take on the massive explosion of MarTech across so many categories? Do you see competition, opportunities to partner and/or integrate?
Yes, I do, on both fronts. We will definitely consider meaningful opportunities as they present themselves.

Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
Our core technologies include Splash (events, landing pages, email promotions), ON24 (webinars), Marketo (marketing automation), Salesforce (CRM), Google Analytics (website metrics) and we’ve recently added BrightFunnel (multi-touch attribution) and Guru (knowledge management/sales enablement).

Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It would be interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day.

Ben Hindman is co-founder and CEO of Splash, the fastest-growing end-to-end event marketing technology used by over half of the Fortune 500. An event planner turned tech entrepreneur, events are in Ben’s DNA. Prior to starting Splash, Ben was the Director of Events at Thrillist, where he produced large-scale events from concerts to mystery fly-aways. He is also a co-founder of the Summit Series, the renowned invite-only destination event for the greatest minds in tech.

From simplifying event asset creation to capturing attendee insights and measuring event impact, Splash enables marketers to reach and connect with target audiences in-person, efficiently scale event programs and connect event-driven engagement to business results.
For more information please visit our Website

Martech LiveIntent technology

Interview with Senior VP of Product Marketing-LiveIntent, Kerel Cooper

 “The ‘data’ conversation will be the conversation that dominates all martech thinking.”

1. Tell us a little bit about your role and how you got here. (what inspired you to start a martech company)
I am the Senior Vice President of Product Marketing at LiveIntent. I lead a team of Product Marketers focused on conveying how to leverage the LiveIntent platform and the power of email through storytelling, among many tactics. My role is a hybrid between Product, Marketing, Sales and Account Management. I focus on working very closely with all of those teams on messaging, client feedback, market research & industry trends. I’ve been at LiveIntent for close to 4 years, previously leading Account Management. Prior to my time at LiveIntent I was at Advance Digital for close to 8 years. There, I led the Ad Operations and Platform strategy. During my time at Advance Digital, LiveIntent was a trusted partner, helping us be the best Publisher we could be. I decided to join LiveIntent and help other Publishers.

2. Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
The “data” conversation will be the conversation that dominates all martech thinking.
GDPR, fake news and the Facebook data scandal will continue to be the catalyst for the average
consumer to become more educated and smarter about what information they share and why
they share it. On the flip side, Marketers will embrace methods that make them more efficient in their tactics.

Marketers will renew focus in trying to utilize and grow the usage of first-party, identity-driven/deterministic data. There will be less focus on 3rd party data (decision companies like Facebook and ourselves have made for our platforms in deprecating their usage) and other data that isn’t trusted.

3. What do you see as the single most important technology trend or development that’s going to impact us?
The number of devices per household will continue to grow. 90% of US households have at least one connected device. Thinking about my own household, 5 years ago we had 3 connected devices. Now between my oldest daughter, wife and I, there are a total of 15 connected devices in our household (4 echoes, 3 Rokus, 3 iPhones, iwatch, 2 laptops, 1 iPad, Xbox). With this proliferation of devices comes an added need to market to a person, and not a device. Logged-in channels like email become more important than ever, and being able to tie probabilistic and deterministic data together to perform true people-based marketing becomes paramount. It’s an interesting and exciting challenge to see how marketers keep up and learn about the complex identity of their audience. he one common connector across all devices is email. The email address continues to be at the forefront of how people go about their daily digital lives, and identify themselves online.

4. What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
CMOs are asked to oversee Marketing and Advertising, and the opportunity to operate at the intersection of the two has come. As exciting as that is, it also presents its challenges.

As a criminal oversimplification, Marketing is commonly understood to be a relationship with a known person (traditionally in email or social media or another logged-in environment where you can be sure of Identity) whereas Advertising is typically understood to be prospecting for the unknown (characterized by channels where Identity has been hard to confirm: like mobile, open web or video).

However, the blessing and the curse for the modern Marketing leader is that it’s now possible to continue a marketing relationship in a channel typically reserved for advertising. In other words, with the power of an Identity Graph, we can now turn the known into the unknown. That’s the good thing.

The challenge, of course, is breaking down the silos to make this possible (a guide to doing so here). In order to bring the beating heart of martech data (email is by far the most important martech data for the convergence) into the AI and other fancy technology leveraged brains of ad-tech, you need a CMO versed in both martech and adtech, and with the emotional intelligence to bring together the two teams and create a language for each to speak to the other.

5. What’s your smartest work-related shortcut or productivity hack?
Before leaving work, I write out three priority items for the following day. This makes it easy to handle the most important items in the morning, and not fall into a cadence of becoming reactive and responding to emails and requests that may have come in overnight. For team meetings, using Trello has been very helpful. My team & I update our shared board throughout the week, so there isn’t a scramble to create an agenda ahead of our meeting.

6. How do you prepare for an AI-centric world as a marketing leader?
AI is only as good as its inputs. After all, that’s the means and methods by which the Artificial Intelligence grows and learns. Therefore, as a marketing leader, it’s essential that you perform due diligence in making sure the data you use in your machine-learning and AI models is worthwhile and rich. That way, you can communicate to people wherever they are present and paying attention, irrespective of device, channel or platform with relevant material.

But how do you ensure that the data you use is relevant and worthwhile, and tuned to your needs? LiveIntent is able to provide that nourishing meal of data ripe for consumption by AI in the form of a Private Customer Graph for each customer. LiveIntent is able to help its partners connect their web visitors to hashed emails in their database in a privacy-safe way. LiveIntent connects the first party cookies from a brand’s site to a brand’s first-party email subscribers. It’s the combination of marketing data and advertising data that has so eluded those who sought the intersection of marketing and advertising for so long and it’s an augur of things to come. As AI becomes part and parcel of marketing efforts, each brand and publisher needs to use their own data, not a one-size fits all solution. That data needs to span every touchpoint along the customer journey and represent true “people data”, ready to be deployed by AI and machine-learning wherever marketing efforts are made.

7. What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer lifecycle?
LiveIntent is the 4th largest people-based marketing platform (after Amazon, Google and Facebook). LiveIntent transforms email into your superpower. LiveIntent is working with 2,000+ of the world’s largest brands and publishers on every step of the customer journey. Yes, LiveIntent helps publishers maximize the value of their email inventory, transforming this exclusive logged-in email channel owned by the Publisher and not subject to the walled garden policies of Facebook and Google into its own revenue source. But, additionally, for the marketer side, LiveIntent provides everything from acquisition campaigns and retention campaigns to the creation of dynamic segments so that marketers have real-time information on site visitors, audiences vs. a static CRM file. With this insight, they’re always informed on what’s working and how to tweak messaging and their campaign accordingly.

8. Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
Getting a handle on how our customers work with our platform (and the ease of the full experience) is very important to us. Over the next few months, we’re excited to share more updates to our reporting functionality and revenue calculators.

9. What is your take on the massive explosion of MarTech across so many categories? Do you see competition, opportunities to partner and/or integrate?
From CDPs to DMPs and ESPs, there’s a massive explosion of martech platforms (and acronyms). People are realizing that mar-tech can be leveraged for their needs. LiveIntent is in a unique position because we work with marketers, publishers and brands. LiveIntent doesn’t replace anything in the marketing stack — we just make your existing marketing efforts better. We’re not helping you send more email, we’re helping you achieve an effective 5x open rate, all without sending another email.

10. Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?

This video is a quick intro to the LiveIntent platform and how we’re changing the ways that brands and publishers think about email.:

 

11. Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It wouldbe interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day
My most-used apps are Instagram for photos and keeping up with friends and family, LinkedIn for networking, the Apple Podcast App and Audible for podcasts, and Strava for tracking my cycling.

Kerel is the Senior Vice President of Product Marketing at LiveIntent. He lead a team of Product Marketers focused on conveying how to leverage the LiveIntent platform.He had been at LiveIntent for close to 4 years, previously leading Account Management. Prior to LiveIntent he was at Advance Digital for close to 8 years. Kerel likes to play around with various advertising and marketing strategies and hence his role had been a hybrid between Product, Marketing, Sales and Account Management.

: LiveIntent delivers people-based marketing programs that empower brands to be present wherever their most essential customers are paying attention, at every point in the customer journey, irrespective of channel, device, or platform. With the anonymized email address at the center of its platform, LiveIntent and its Identity Graph provides incremental reach to brands, in mobile inventory where brands are struggling to reach their customers beyond the Walled Gardens. LiveIntent is now one of the largest people-based marketing platforms in the world: reaching over 160MM logged-in people across the LiveIntent platform, 170mm across the web, and 100mm in app. LiveIntent was recognized for the past three years as one of NYC's fastest growing companies (by Crain's) and as one of America's Most Promising Companies (Forbes 2015.) LiveIntent is headquartered in NYC, with offices in Austin, Berlin, Chicago, Copenhagen, Dallas, Detroit, Los Angeles, San Francisco and the UK, serving as home to 209 people and counting.
For more information please visit our Website

Interview with ThinkNow Co-Founder and Principal, Mario Carrasco

Interview with ThinkNow Co-Founder and Principal, Mario Carrasco

“CMOs have more data than ever and while marketing technology has made it easier to distill into actionable insights, CMOs are tapped into multiple marketing technologies giving them hundreds of data points”

Tell us a little bit about your role and how you got here. (what inspired you to start a martech company)
We didn’t set out to start a martech company but my career went full circle. I started out as a marketing director for a B2B publication focused on Latino entrepreneurs, Hispanic Business. There I learned about how important Latino, African-American, and Asian entrepreneurs in the U.S. are to our economy. After several years on the marketing side of things, I transferred to the market research side of marketing at a company, Garcia Research, where I became VP of Online Research after building what became the first nationally representative Hispanic online panel in the industry. This led to the company being acquired after two years of launching the panel and at that time my business partner and I decided to not go along with the acquisition and start ThinkNow.

ThinkNow, since its inception, has always been a technology-focused company. Founded in 2011, we applied innovative methodologies being widely used in the general market and introduced them to minority audiences in the U.S. As market research began to evolve from survey research to behavioral research we saw the writing on the wall that our business model was changing. In 2016, we set out to build what has become ThinkNow ConneKt, the first martech tool focused on the U.S. multicultural market. We combined our years of survey research with our behavioral passive mobile tracking app, ThinkNow knowy, in an on-demand easy to use SaaS platform.

Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
We are starting to see a rise of more specialized marketing technologies focused on specific audiences, such as ConneKt for multicultural audiences in the U.S. As marketing becomes more focused to audiences built on behaviors, marketers are seeking more niche martech products. With this focus will come a slowdown in the amount of marketing technology companies being started as venture capital has begun to shy away from this market due to oversaturation.

What do you see as the single most important technology trend or development that’s going to impact us?
As overstated this has been, machine learning is the most important technology trend that will impact us. With that being said, marketers must understand that the data we feed our machine learning algorithms now is critical to the success of martech in the future. Marketers have the false idea that machine learning algorithms are infallible and rely on them to make decisions. However, algorithms are built by humans with biases and faults like everyone else. Being aware of this and ensuring that the data we give our algorithms is representative of our target market. With ConneKt, we want to ensure that machine learning algorithms are taking multicultural audiences into account as the U.S. will be a minority-majority country and will be critical to marketers’ success.

What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
The biggest challenge CMOs are tackling to make marketing technology work is where to put their attention to make impactful decisions. CMOs have more data than ever and while marketing technology has made it easier to distill into actionable insights, CMOs are tapped into multiple marketing technologies giving them hundreds of data points. Focusing on what is going to drive customer satisfaction and ultimately revenue is critical for CMOs, bridging the gap between data and impact in their business is the biggest challenge CMOs currently have.

What’s your smartest work-related shortcut or productivity hack?
Calendar reminders. I live and die off of calendar reminders. Everything from tasks to follow up emails goes into my calendar with a 15-minute alert reminder. It is easy to get into your day and just spend it responding to emails. Reminders get me on task and allow me to focus on activities that are impactful to my business.

How do you prepare for an AI-centric world as a marketing leader?
I’m preparing for an AI-centric world by focusing on how we can make AI more ethical and fair. Approaching AI with caution and skepticism is needed in a world where marketing professionals are accepting the adoption of AI at face value. Being aware of AI’s shortcomings have made me have a deeper understanding of AIs potential while being cautious of its development and importance in marketing.

What is the core marketing technology capability which as a firm you bring to a marketer? Where does your product fit in vis-a-vis the customer life cycle?
Our core marketing technology capability brings strategic planning guidance to marketers looking to reach multicultural audiences. Many marketers don’t know where to start when it comes to marketing to multicultural audiences. Our tool enables marketers to input what they do know about their consumer ranging from demographics to brand affinities and the output is a comprehensive data guide to multicultural consumers across categories ranging from social media to retail.

Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
Our current dataset is comprised of first-party proprietary survey data, behavioral mobile data from our knowy app, and panel demographic data. We will be adding several new data sets in the next six months including real-time purchase data and website usage data.

What is your take on the massive explosion of MarTech across so many categories? Do you see competition, opportunities to partner and/or integrate?
We see an opportunity to be the go-to martech solution for companies serious about reaching the multicultural market. We see opportunities to integrate with platforms that are looking to add more robust multicultural datasets to their marketing technologies.

Mario X. Carrasco is Co-Founder and Principal of ThinkNow, an award-winning, technology driven cultural insights agency based in Burbank, CA. Mario’s expert knowledge of multicultural consumers and his passion for unveiling the story behind the numbers is evident in his contributions to the Hispanic Millennial Project and We Are GenZ studies. Carrasco is a regular contributor to publications such as Forbes, eMarketer, Quirk’s Magazine, Online MR Magazine, and MediaPost.
Mario is a sought-after speaker, presenting at industry events such as the Google Multicultural Marketing Forum, Vision Critical, and Hispanicize LA. He is the SBA 2017 Young Entrepreneur of the Year Award recipient, an SBA Emerging Leader Recipient, Stanford Latino Entrepreneur Institute Graduate, and USC Marshall School of Business Graduate.

ThinkNow enables companies and government agencies to discover the cultural drivers that influence consumer decisions. ThinkNow has successfully launched several innovative initiatives, such as ThinkNow ConneKt™, a MarTech segmentation tool focused on the multicultural market, as well as DigaYGane.com, one of the largest and most representative Hispanic online panels in the industry.
For more information please visit our Website

Interview with Attest CEO, Jeremy King

“In the coming years, I believe that the proliferation of MarTech ideas will turn a corner. We’ll start to see ecosystems of interlocking best-in-class software providers, that knit together into consistent, powerful stacks of complete services.”

Tell us a little bit about your role and how you got here. (what inspired you to start a martech company)
Originally I was a scientist, focusing on genetics, ecology and behavior (notable super-geeky interests in synthetic biology and mathematical modeling of reef fish ecology). This gave me a huge appreciation for empiricism, and an instinct to always use evidence, data and real observations to make conclusions. I then spent 9 years with McKinsey & Company, leading teams across almost every industry sector, in over 25 different countries. During that time I also studied at Harvard Business School, graduating in MBA class 2010. Everywhere I looked in the business world, I was horrified to see incomplete data, missing information, an absence of facts and the presence of guessing. It made my inner scientist realize that something was missing, and there was a chance to help companies make far better decisions, much more often. If only there was a new technology that could bring new data and real consumers into every decision, all guesswork and bias would be gone. Existing external data sources were too slow, too complex, too static; constraining the ability to improve.

…and so Attest was born, combining a love of science, with a wide and ubiquitous business need. Hence our mission: Great companies put consumers and data at the heart of every decision. Attest exists to make that simple and available for anyone at every business, continuously, at a global scale.I’m also on the Board of a charity that works to support and improve state primary schools across the UK. I think it’s a human responsibility to help create opportunities for others, and I can’t think of a more important and relevant place than in our schools.

Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
Fundamentally, Marketing = Revenue generation… and who doesn’t want more revenue? This is why I believe MarTech is the most exciting space right now. Other sectors may be cooler or sexier, but nothing is more useful and relevant to a modern business than the new advantages MarTech can deliver.In the coming years, I believe that the proliferation of MarTech ideas will turn a corner. We’ll start to see ecosystems of interlocking best-in-class software providers, that knit together into consistent, powerful stacks of complete services.

This trend is already happening in the early-stage startup world; Slack (internal communications), Stripe (payments), Google Analytics (analytics), AWS (hosting), GitHub (source code management) are now a default no-brainer purpose brands that fit together perfect. I believe we’ll start to see MarTech going the same way.
What’s missing from these stacks is typically any form of consumer insight, because it’s never been tackled as a real technology solution before. Modern companies demand unlimited, on-demand and real-time access to data, that can be accessed in the same way as a CRM or analytics platform – easy, always-on, accessible (often via the browser). This is how we build Attest, and we believe it is that simplicity and universal relevance are the traits that drive the evolution of MarTech.

What do you see as the single most important technology trend or development that’s going to impact us?
Very simply: Data-for-value 2.0 (DfV).
Individuals are increasingly aware that their data is valuable. Companies are increasingly aware of the value they can create (and destroy) through the same data. The oppo
rtunities for getting this right are huge… so are the backlash and fines for getting it wrong.

The idea of data-for-value isn’t new. Harrah’s Casinos famously were among the first to offer players special rates and gifts, in exchange for regular loyalty card usage and keeping casinos busy during low seasons. Nectar Card, Boots Advantage Card and Tesco Clubcard followed related models in the UK (and $1-3bn worth of Dunnhumby was born).
In 2018, the equation is shifting from ‘covert data capture’ to ‘overt data-for-value exchange’. From the implicit ‘Use loyalty card, receive benefits’ hook, to an explicit ‘Share data, generate value’ proposition.
A great example is insurance.

That crash you had last year… was it a minor incident outside of your control, or a reflection of your terrible driving? Can we have your consent to use your working hours in calculating the risk of fire damage to your home? The answers to these questions hold major value to insurers, and the data is often unavailable (consumers aren’t obliged to give the answers, and often have no clear reason to provide significant details). Unique access to this data could give one group of underwriters unique insight into the level of risk of this customer and in turn a much more accurate price for that customer. The better driver would receive a better price. The worse driver, a worse price, so they’d probably take their risk elsewhere. Either way, a better outcome for the insurer (and a more honest view of the customer), so why not help the customer potentially create this value by sharing some value in return?

Would you provide the details on a few extra questions, in exchange for a potential ~20% reduction in your insurance premiums? …and more importantly, what sort of customers wouldn’t?
Personally, I believe this is the biggest change that will be impacting marketing models over the next few years. New approaches to creating new value with new forms of data, based on new models that clearly benefit both companies and consumers. The winners will be the organizations that find formulas to unlock the most valuable data, in ways where consumers feel that they’re sharing in that value. The losers will attempt to persevere with the covert approach, and will soon look ever less friendly and less responsible in the way they create value from data.

What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
In a phrase: Bridging the Chasm.
Helping organizations to update old models, to adopt new marketing technologies earlier. Not only letting them cross the chasm to adoption but providing them with a bridge that makes it easy.
This is a problem for MarTech companies to solve. We need to make MarTech so compelling, and so easy to try, that crossing that chasm is a no-brainer. Achieving that right now is, I believe, the biggest challenge for CMOs who have so many competing ideas (and technologies) to choose from.

We see this again and again with our clients. Some embrace change, because they want to (or have to), and they have the ability to change. Others are held back because their ways of working can’t change to include new technologies (or they’re simply too risk averse to try).
There’s no right and wrong here. Just organizations that have the capacity and capability to make MarTech start working for them… and some that really can’t.
For example, and I’m paraphrasing here for confidentiality, about 6 months ago a client said: “We love the idea of understanding consumers and trends in more detail and in much more live ways, but we just don’t have the ability to actually act upon anything we learn”. It’s for us as MarTech companies to help solve this problem, and not avoid or ignore it!

When you’re developing a new MarTech product – wondering how to make it so different that it’s genuinely amazing and so new that you don’t have competition – you need to be conscious that you’re asking customers to magically follow your thinking and reach the same conclusion.

What’s your smartest work-related shortcut or productivity hack?
I have a secret one-liner email that almost never fails to elicit a positive response… one to talk through over a coffee with anyone interested!

How do you prepare for an AI-centric world as a marketing leader?
AI is not one thing, it’s many things. AI that can play chess is totally separate from AI that reads the news. Honestly, I believe that we’ve reached Peak AI. Most things labeled as ‘AI’ are very little to do with any technical definition of AI, and the phrase is used as a catch-all surrogate for a more specific set of ideas.

That said, to answer the question, the most useful way to prepare for AI is to be more aware of what AI could actually mean in your world – the different applications of AI technologies that could be useful to your business, the software and/or services that forms of AI could deliver for you, which versions are available in your sector/geography right now, plus your readiness to act upon thing things that you learn.
There’s also two crucial ingredients that can only come from within: (1.) Readiness and willingness to feed AI the inputs needed, across the many flavors of AI, and (2.) Commitment to act upon what you can learn from the many variants of AI; all the surprises, contradictions and new directions… with the knowledge that some of these could undermine some of your previous conclusions/decisions.
Without awareness and preparing the right ingredients, benefitting from ‘AI’ is just a nice idea.

What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer lifecycle?
Attest is on a mission to ensure that all companies can put real consumers and data at the heart of every decision. This fits across the entire customer life-cycle, and a few new areas either side (e.g., helping you understand the new details about your biggest competitors, often faster and/or in higher resolution than they enjoy!).

Simple things that you already do (e.g., measuring your brand, product/creative development, competition tracking), now available at much greater scale, power and efficiency, anytime you need.
Transforming the way you use data, to unlock new superpowers across your business (e.g., opening access to fresh consumer inputs to every single part of the business, reaching new levels of customer centricity, and beyond).

Through our platform, which enables organizations to embrace scalable intelligence, hundreds of brands and agencies connect every day to networks of 100 million consumers across 80 different countries, helping them get closer to consumers, innovate, win more business and drive growth.Clients like Discovery, Fever-Tree, EE and Twitter use Attest to know more about their markets, competitors, and brand; develop new products, test creatives and make better decisions, faster.

We bring openness and transparency to decision making. In essence, Attest helps you take the guesswork out of your most important strategic decisions, and bring new groups of customers into your business whenever/wherever they’re most valuable.

Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
I like to use the line “Attest can fill your biggest gaps in understanding your target markets, so easy you can start 30 seconds from now, so simple that your greatest answers are just a few clicks away”… we’ll be updating this line soon.

What is your take on the massive explosion of MarTech across so many categories? Do you see competition, opportunities to partner and/or integrate?
Right now, we’re in a period of – as you say – massive explosion. MarTech is expanding, and at the same time remains very fragmented (with a few big exceptions).
I believe that we’ll soon see a period of consolidation, both (a.) winners emerging in various newly-created sub-categories, which are able to win and hold disproportionate market share, and (b.) significant M&A activity between MarTech players to turn the loosely-connected ‘stacks’ I mentioned earlier into vertically integrated offerings that completely link together.

Exciting times to start and roll the dice right now, but the rate of proliferation of new/emerging MarTech can’t last forever – at some stage there’s always too many choices and differences – rationalisation is coming (and to quote Clay Christensen “The transition from proprietary architecture to open modular architecture just happens over and over again.”).
The world of personalized collections of loosely-related MarTech pieces will soon come to an end.

Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
Almost too many to count (we’re big MarTech fans), but the major pieces are:
Hubspot. Intercom. FullStory. SalesLoft. Zapier. MailChimp. Marvel. Google Analytics. Mixpanel.


Can you share a screenshot of the homepage of your smartphone (iOS/Android/other)? It would be interesting to see some of the apps you personally use on a daily basis to get things done and stay on top of your day.

’Cleaning’ LinkedIn… what isn’t clean in there?!

Jeremy found Attest with a dream to ensure that all companies can put real consumers and data at the heart of every decision. Through the Scalable Intelligence platform that he ventured in the form od Attest hundreds of brands and agencies connect every day to networks of 100 million consumers across 80 different countries, helping them get closer to consumers, innovate, win more business and drive growth.

Attest is a fast-growth Market and Brand Intelligence platform, helping connect businesses to a network of 70 million consumers across 80 different countries.
We work with brands including Deliveroo, Fever-Tree, Twitter, Uber and Unilever to help them measure, manage and maximise their brand equity, get closer to customers, and win market share.
For more information please visit our Website

InterviewS-Daniel-Incandela--Returnpath3

Interview with Return Path CMO, Daniel Incandela

“An authentic and meaningful message must be the foundation for any marketing work. This is something I believe a lot of companies take for granted.
Data should be the biggest driver behind any sort of strategy, campaign, or messaging.”

Tell us a little bit about your role and how you got here. (what inspired you to start a martech company)
Return Path recruited me in January 2016 to be their head of digital marketing and brand. At that time, Return Path was looking not only to rebrand themselves as a business but to revolutionize the digital experience. As someone who loves a challenge, Return Path was a great place for me to work. Following Return Path’s successful rebranding and relaunch of its digital presence, I was promoted to run global marketing efforts for Return Path.

Given the massive proliferation of marketing technology, how do you see the martech market evolving over the next few years?
An authentic and meaningful message must be the foundation for any marketing work. This is something I believe a lot of companies take for granted. Data should be the biggest driver behind any sort of strategy, campaign, or messaging. There exists more data now than ever before and it will only continue to increase. It is imperative that leaders in marketing create a digital strategy that stands out and provides significant insights.

What do you see as the single most important technology trend or development that’s going to impact us?
Genuine storytelling and using data to access the right audience is something that I believe has yet to be mastered. We may have tools like AI or ABM that can point us to new leads or a customer base, however it is still our responsibility as marketers to create that connection by delivering a memorable experience.

What’s the biggest challenge that CMOs need to tackle to make marketing technology work?
Marketing technology is typically not viewed as a holistic ecosystem, even though it should be. I have seen many situations where tools are used which made sense at the time they were chosen. But, when you take a step back, you realize you have created an ecosystem with conflicting ideas and pieces that don’t work together. Everything needs to be holistic in order to avoid any bigger problems later.

One word that best describes how your work.
Calm.

Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)
Our email re-engagement campaign is one that I’m especially proud of. We had experienced some issues with our subscriber list because our company switched email service providers. So, we made the decision launch a re-engagement campaign with both our customer and prospect lists, while at the same time launching a new preference center. The campaign utilized lighthearted and fun messaging and designs including animations and a “hello” and “goodbye” song-related playlist.

The campaign ended up being a huge success with open rates as high as 40% and lots of engagement. Through this campaign we cleaned up our mailing lists, gained insights into what kind of content our audience consumes, and were able to opt in our legacy list for more accurate send data. Our work was even featured in some webinars and blogs, and got a lot of love on social media. The creation and results of this campaign made me incredibly proud.

What’s your smartest work-related shortcut or productivity hack?
I start my day at 6 am to set the tone, respond to any emails, and organize my day.

How do you prepare for an AI-centric world as a marketing leader?
I am not quite sure to be honest. The field of marketing is constantly metamorphizing, so I just try to stay focused and adaptable.

What is the core marketing technology capability of your firm that you bring to a marketer? Where does your product fit in vis-a-vis the customer lifecycle?
Our data-driven solutions help email marketers understand their deliverability and take action to reach the subscriber’s inbox. This allows them to connect with more customers to drive awareness and revenue. Additionally, our optimization tools drive email “superpowers,” ultimately improving opens, clicks, conversions, and return on investment. With increased insight into how, where, and when customers are reading email, we help marketers build a winning email strategy.

Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
I can’t give too much away but we are working on a number of exciting launches and we have a very innovative product roadmap that the entire company has rallied around.

What is your take on the massive explosion of MarTech across so many categories? Do you see competition, opportunities to partner and/or integrate?
I see all of the above. An explosion like this is going to create competitors, partners, and lots of opportunities. Return Path has been around for 18 years, so we’ve already seen a lot of these explosions and trends. We stand by the strength and quality of our data and our immense knowledge of the email industry—and we believe this will be instrumental going forward. The customer is at the forefront of our strategies, so I feel like we are positioned to remain a leader in the field. But it’s not something we ever take for granted.

Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?
Website Management Platform—elastic hosting and cloud-based development tools

An open-source content management system
Third party marketing automation platform for email marketing and lead management
Email verification software for lead management
Open-source JavaScript and web frameworks
Robust A/B testing tools
Google Analytics software suite
Salesforce CRM
New advertising tools/ABM approach
Marketing attribution & forecasting technology
And of course, full use of our own Return Path tools—our email program would be lost without them.

Daniel Incandela joined Return Path in January 2015 and currently serves as Chief Marketing Officer. As the head of Return Path’s marketing organization, Daniel’s vision shapes the direction of global marketing efforts, providing leadership and innovative strategy to drive the business forward.

Prior to Return Path, Daniel held marketing and digital leadership roles at Salesforce Marketing Cloud (formerly ExactTarget), Indianapolis Motor Speedway, and the Indianapolis Museum of Art. In each of these positions, he reinvented the organization’s approach to marketing and established new standards for digital marketing excellence.

Daniel is a frequent speaker at brand and digital marketing events. He is the recipient of numerous honors and awards, and was included in the Indianapolis Business Journal’s Forty under 40. He earned a Bachelor of Arts degree in Anthropology from IUPUI.

Return Path analyzes the world’s largest collection of email data to show businesses how to stay connected to their audiences and strengthen their customer engagement. We help mailbox providers around the world deliver great user experiences and build trust in email by ensuring that wanted messages reach the inbox while spam doesn’t
For more information please visit our Website