MarTech Expert Series

MarTech Interview with Chris Koehler, CMO @ Twilio

Paroma Sen — Wed, 19 Jun 2024 08:49:07 +0000

Chris Koehler, CMO at Twilio talks about the changing B2B marketing landscape and how new age martech and AI is leading to a complete shift:

Welcome to this MarTech Series chat, Chris, tell us about your marketing journey and what you’re looking forward to as Twilio’s new CMO?

I took a nontraditional path that led me to marketing. I’ve held leadership roles in customer success, product management, and marketing analytics. Working in different roles enables me to view the business through a general manager lens rather than a solely marketing perspective – in other words, I am always thinking about how we can grow the business overall.

I’m excited to join Twilio for a couple of big reasons. First, I’m a longtime Segment customer and I’ve always admired Twilio as an innovator in the industry. Second, as customer-focused leader, the opportunity to join a company like Twilio and build the next generation Customer Engagement Platform is incredibly exciting. I’ve spent almost 20 years in various roles in customer engagement and marketing technology, so I understand and love the category. Twilio happens to have world class CDP and the CPaaS platforms and is positioned well to really capture the opportunity AI presents right now.

What about today’s state of B2B marketing is broken in your view?

In many companies, including B2B, there are silos across tech stacks. There are different programs for CX, marketing, sales and these programs aren’t connected and it’s difficult for these teams to communicate. When building an experience for our customers, we need to think holistically – if you have great marketing but your CX is disjointed, that ruins the experience for customers. The experience needs to be seamless from end to end. As an added benefit, when these silos are broken down, brands also get a full view of the customer and can leverage that data to continually improve the customer experience.

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Tell us more about your marketing strategies that you’ve relied on over the years to boost impact and the martech that has helped power it all?

Over the years, my marketing strategies have been anchored on three core principles:

Customer-Centric Focus: We prioritize relevance and empathy in our messaging and experiences to ensure that every interaction resonates with our audience. By putting ourselves in our customers’ shoes, we create more meaningful connections and foster loyalty.
Data-Driven Decision Making: A data-driven approach enables us to create targeted campaigns, personalize experiences, and optimize performance continuously. Additionally, we cultivate a “test and learn” culture, where we experiment with different strategies and iterate based on insights gained from data analysis.
Agility and Nimbleness: We understand the importance of adapting quickly to changing market conditions, consumer trends, and technological advancements. Whether it’s responding to shifts in consumer behavior or capitalizing on emerging opportunities, we remain nimble to ensure our marketing efforts remain effective and impactful.

How do you use AI in your current marketing plans and martech stack?

At Twilio, we leverage the data from Segment’s CDP to power our AI solutions. Predictive AI enables our team to predict behaviors based on past actions. Generative AI creates unique and personalized campaigns at scale, builds out audiences, and creates more precise segmentation for campaigns. These solutions can be built and implemented quickly across our teams – to improve our ROI across campaigns.

Can you share your thoughts on the future of AI, marketing and martech: what will the market look like down the line?

There’s a massive opportunity for AI to combine data from across customer touchpoints to drive truly personalized, 1:1 marketing. This is something the industry has been talking about for years, but few have actually delivered on. With AI, every company can have the tools needed to provide personalization across the customer journey for each individual customer, something we’ve come to expect from big companies that have the resources.

Five daily essentials you feel every B2B CMO should action or follow before we wrap up…

Always be learning. Get comfortable being uncomfortable, be open to embracing new perspectives, learning, and growing. Leaders too often push to validate their own point of view, rather than seeking to find the truth, which can be counterintuitive. Be curious and try to learn something new everyday.
Being humble. I’ve been continually delighted that great ideas often come from those you might least expect! We don’t have all the answers so ask lots of questions and assume a beginner’s mindset.
Get technical, if not already. The science of marketing is changing constantly and marketers need to understand how all the technology works together in order to better lead. This is only going to accelerate with AI. Get smarter every day. Ask your marketing partners to help educate you during executive business reviews.
Focus on the customer. You really need to deeply understand your customers to successfully serve them. Spend time with them and ask them what they want and need from your brand. Ask them about the problems they are trying to solve and why. At the end of the day, we are in business to help our customers succeed.
Think like a General Manager or CEO. Too often, Marketers get enamored by our technology and buzzwords. Focus on the customers and growing the business. Translate marketing activities and results into language your peers outside marketing will understand. This will drive credibility and respect from the C-Suite.

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Twilio’s mission is to unlock the imagination of builders.

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Chris Koehler is CMO at Twilio

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MarTech Interview with Sam Chapman, Director of Content Strategy and Brand Experience at Aprimo

Paroma Sen — Tue, 31 May 2022 08:29:40 +0000

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Sam Chapman, Director of Content Strategy and Brand Experience at Aprimo chats about the evolution of B2B content marketing and how DAM platforms can benefit content teams:

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Welcome to this MarTech Series chat Sam, tell us about yourself and what inspires you about content marketing today?

It’s probably not as true as it used to be, but what I love about content marketing—and to an extent, marketing in general—is that most people seem to have found their way into it. My background is in the written word—journalism, travel writing, research, blogging for think tanks, political communications, etc. My first job as a content writer was a mashup of PR, copywriting, blogging, market research, and product marketing.

I’m incredibly fortunate to have been in this game since it emerged. I’ll call it the proto-content era, where most people had a very vague idea of what it did and what it was for. So a “content writer/strategist/marketer” meant a multitude of things, and in many ways it still can. This is actually a great way to understand whether a company prioritizes content as a strategic part of the business. Do they have a clearly defined role and understanding of the importance of content, or are they looking for a swiss army knife that’s really a mashup of four jobs under the guise of one?

What’s inspiring to me is that I’m seeing the role of content evolve as a critical part of the business, which means there are more marketing leaders that have come up this way and are the ones who are driving change. If you think about it, content marketers are the perfect change agents because what we’ve done has always been somewhat non-traditional in terms of the art and science of marketing. But at the same time, I still see so many content people—whether they are called writers, strategists, or marketers doesn’t matter—getting sucked into writing emails and blogs, ghostwriting, drafting scripts, social posts, and on and on to where your tools of the trade are commoditized and you’re just cranking it out like you work at a deli counter rather than meaningfully contributing to the business.

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We’d love to hear your thoughts on the importance and Future of DAM in B2B…

While DAM isn’t new—in fact, it’s been around for decades—it’s integral to an enterprise’s digital experience tech stack. It’s often spoken about in the same circle as digital experience platforms (DXP) and content management systems (CMS). But where DAM sets itself apart is that it’s the backbone to delivering personalized experiences at scale. DAM’s resurgence is very much a reflection of the world around us. The sheer volume of content, call it big content, has led to management chaos—not only of the creation, collaboration, and production of content, but the governance of a content experience’s individual components and all its forms. Content chaos is marketing chaos, and marketing chaos is a symptom of a business in disarray. It is very much a reflection of your corporate strategy in that if you don’t have a system in place to support your content strategy to deliver excellent experiences at scale, then you’re doing it wrong.

The recent Forrester Wave for Digital Asset Management reports that 50% of the customer references surveyed have been using their DAM for two years or less. But increasingly, DAM is seen as a strategic part of an enterprise’s technology and content initiatives. 44% reported that it is core to their stack, deployed across the enterprise, and heavily integrated into adjacent digital experience systems, while 46% stated that it’s important to their business, but they haven’t integrated DAM as well as they could have and have not deployed it broadly. There’s a lot of room for opportunity in those numbers.

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The thing about DAM is its potential. At first glance or at its most basic utility, it’s not very sexy. But when you start unpacking it from an architectural point of view, from the potential to build a robust tech ecosystem through APIs and connectors to the way you set up its governance, its metadata, and taxonomy, you give it a personality and breathe life into it. Inherent flexibility is essential to selecting a DAM: can it grow with you, can it accommodate all current and future states of content, will it be there in another decade, still laboring on? That’s another brilliant thing about DAM—it sits behind all the flashy martech, carrying the burden of doing the work in the background, asking for nothing but all the while streamlining, organizing, optimizing, and measuring the content your customers interact with.

When it comes to content marketing practices, what are some of the strategies you pursue strongly and some of the martech that helps achieve those outcomes? Of course, tools besides DAMs!

Content strategy is hard, if you’re going about it the right way. I like to think about it like this: content strategy is theory and practice, while content marketing is the game-day manifestation of that theory and practice. If you’re going to be a content kung-fu master, you need to know all the content meditations, content koans, and have practiced your katas over and over until you live and breathe them so during kumite you are like water. To use the Bruce Lee quote, “You put water into a cup, you become the cup, you put water into a bottle, you become the bottle.” In this way, you need to think of your audience as the potential vessel that you want to fill up with your ideas and information.

Another hard part, and this is often a lesson learned the hard way, is that you have to show your work. And by that I mean the data—both quantitative and quantitative—which, when combined, is an extension of the theory and practice. This is why I think those with backgrounds in the social sciences are well suited for content careers. They are comfortable aiming for a granular proof point, the statistical relevance, but understand that when human emotion is involved, a level of variance calls for qualitative signals to balance out how you execute and report on downstream performance. You need both—it’s more than the elusive content ROI that can take months after a campaign has wrapped to get to it. It’s also your team’s efforts and the activity happening around the numbers. Whether it’s customer interviews, unpacking chat logs and discovery calls, comments on social, Q&A during events, or thought leadership interviews, so much goes on in the qualitative that can’t be ignored.

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If you had to change a few things about content marketing in B2B, what would they be?

I’ve mentioned at least two of them: misunderstanding or misusing the role of a content strategist/marketer/writer and using that role as a catch-all for all your unfounded goals around blog post frequency, email, thought leadership, internal communications, branding, etc. In short, when the content person is somehow the only person in your organization that can write complete sentences and becomes a bottleneck by default.

The next is how often content still is not being seen as a strategic component of business success, which change one (mentioned above) stems from. It’s challenging because you’re up against institutional thinking. When content is an afterthought, you’re going to end up with uninspiring, competitor-generated copy-paste and that will be clear to your audience. Martech or SEO hacks aren’t going to do anything for you if your content doesn’t deliver. So that’s my third: Content in B2B needs to be approached with the same rigor as a product or service.

What can content marketers today do to stand out from the crowd? Can you throw light on some of the most exciting/inspired content marketing tactics you’ve seen in B2B off late?

Be honest, with yourself and with your audience. Intellectual honesty is so important in what we do. And do your homework. My advice for any content marketer—but especially for mid-level or above—is to make your first 90 days really about what you need to be successful. If you just jump in trying to please everyone from day one you’re going to end up in the catch-all role mentioned above. And this is perhaps something I didn’t mention, that you have control over it. It’s not just the organization, be vocal about the time you need to understand the business, its customers, how products and services work, and craft your strategy.

So while I can share some thoughts on the tech I use and might endorse, they won’t matter much without a rock-solid strategy that’s been peer-reviewed and has buy-in from stakeholders outside of your orbit.

There are a bunch of great tools out there: Ahrefs, SEMrush, Moz (depending on which SEO camp you’re in), Answer the Public, without naming any one in particular you absolutely need a highly capable productivity and project management tool, HotJar, Riverside, Descript, Figma, Linkhunter…the list goes on and on.

While I use or have used the tools above, in our day-to-day at Aprimo, we have architected a unique solution for delivering digital experiences. We of course use Aprimo to manage all our digital assets, as well as provide brand portals for our agencies and tech partners, but we also connect it straight to our CMS, which is powered by WordPress VIP. We can manage our modular content strategy in Aprimo, connect our approved brand assets directly to our CMS to publish on the website, and then further downstream, we also integrated Parse.ly for robust content analytics, which we can then combine with Aprimo’s Return on Effort feature to get a clear picture of the efforts we are putting into content creation and whether they are having an impact at the campaign level. That lets us know where we should spend our precious cycles and which kinds of content we focus on building.

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We’d love to hear a few predictions you have in mind for the future of martech and B2B content marketing!

AI and machine learning are gaining ground in content marketing. And while there’s no substitute for human-powered strategy, some tools can give you ideas on where to spend your time for optimal conversions, what to create next, trimming down the time it takes to research keywords and select topics, as well as tracking performance. These tools can help with speed and scale, and also be a handy validation mechanism to go along with your gut instincts gleaned from your own research and ideal customer profile immersion.

Lastly, people and brands are going to dump a lot of dough into the metaverse, into NFTs, with some going all-in on it. Here’s the thing. It won’t last. Maybe the better word is endure. I guess my hot take here is that it’s a fad, not the future. I don’t think the same way about blockchain or cryptocurrency and its potential for positive social impact. Indeed, once some of the more pressing hurdles are addressed it might very well achieve its potential as an open and democratic technology. However, this rush to the metaverse and NFT markets is a corrupting trend in the long run that at least in my view devalues a lot of the positive things that gave velocity to this movement. Maybe this is just my dim optimism shining through, but there’s hope that it is a passing trend, and not the second iteration of an always-on overly socially engineered dystopian pressure cooker.

[vc_tta_tabs][vc_tta_section title=”About Aprimo” tab_id=”1544515685282-bf64247e-9d9aeec0-8908″]

Aprimo provides technology solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them.

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Sam Chapman is the Director of Content Strategy and Brand Experience at Aprimo

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PRO Unlimited Appoints Chief Marketing Officer to Its Leadership Team

Business Wire — Wed, 16 Mar 2022 19:29:44 +0000

Veteran marketing executive tapped to elevate the organization’s position in the contingent workforce management industry

PRO Unlimited, an Integrated Workforce Management (IWM) platform provider, today announced Vidhya Srinivasan has joined the executive team as its new and first ever Chief Marketing Officer, effective immediately. Srinivasan is a technology marketing executive that has grown and transformed businesses for over two decades.

In her new role at PRO, Srinivasan will lead the global marketing organization across corporate, brand, product, client, partner and field marketing. She brings a successful track record of digital disruption, repositioning of companies and creating categories for relevance and growth.

“As we define the future of work with our clients and how to better position them to identify, engage and manage talent through our Integrated Workforce Management platform, it is equally important that we continue to invest in our own positioning as the industry leader,” said Kevin Akeroyd, CEO at PRO Unlimited. “Vidhya will be critical in helping us achieve this vision. She is an accomplished digital transformation executive with both the passion and expertise in building a brand, creating a category and disrupting the market. Her proven approach will help amplify our impact on the space.”

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“We’re on the cusp of another significant and positive technology evolution for the enterprise, one that will reshape the future of work and contingent workforce management to be more efficient, strategic and collaborative,” said Vidhya Srinivasan, Chief Marketing Officer at PRO Unlimited. “As the composition of the global workforce continues to shift to contingent workers, leveraging the power of a technology ecosystem to find, win and redeploy this talent will be critical to organizations’ competitiveness. I am excited to be part of this journey to establishing PRO as the Integrated Workforce Management platform leader for our clients worldwide.”

Most recently, Srinivasan served as Blue Yonder’s Senior Vice President of Marketing where she was responsible for brand, product and industry marketing, GTM strategy and enablement. She played a critical role in elevating the company’s brand and valuation. Prior to Blue Yonder, Srinivasan was a marketing leader with some of the world’s most notable organizations including ServiceNow, BMC, Cisco and Oracle. Srinivasan is also a board member at FirstBoard.io^®.

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MTS Staff Writer — Mon, 29 Nov 2021 10:05:07 +0000

The explosion of OTT, the deepening impact of video marketing, the news of more consolidation in martech, there’s a lot that will change the face of B2B marketing in 2022 and beyond as result of all of this. Need a quick snippet to stay updated on the latest best practices, insights and martech updates as well as innovations? Catch this latest weekly highlight by MarTech Series for more!

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MarTech Quote-of-the-Week!

Currently only 13% of retailers claim to offer shoppers an advanced search experience – creating clear advantages for a select group of top companies. Four in five (79%) retailers have little or no personalization or recommendation functionality on their commerce site, and only 26% noted the use of AI to optimize search results relevance. Companies actively using personalization and AI-driven relevance are enjoying a significant return on their investment in search technology.

–Jason McClelland, CMO at Algolia

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Martech Industry Worldwide Market Figure Valued at $344.8bn According to New Report From Moore Kingston Smith

MTS Staff Writer — Wed, 27 Oct 2021 08:56:31 +0000

New research from Moore Kingston Smith assesses the state of marketing technology in 2021/22 across a range of industries.

The Martech industry worldwide market figure has been valued at $344.8bn, according to a new report released today by Moore Kingston Smith, a leading UK multidisciplinary professional services firm.

New research from Moore Kingston Smith in collaboration with the MarTech Alliance assesses the state of marketing technology (the range of digital tools and software that marketers use to achieve their objectives) in 2021/22 across a range of industries, spanning the finance, entertainment, automotive, media and travel sectors.

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The methodology behind the report gives leaders and professionals in the martech space more accurate insight than ever before on budgets, martech maturity, skills, knowledge and talent, as well as future and current trends.

Key findings:

The report reveals a lively martech sector with growth over the past decade accelerated by the pandemic, which forced companies to fast-track digital transformation to match rapidly changing customer behaviour.

The size of the martech sector underlines the importance of marketing technology to organisations, with martech now central to marketing strategies. With growing M&A and investment activity, there’s further growth to come: more than 61% of respondents expect marketing technology budgets to increase over the next 12 months.

Damian Ryan, Corporate Finance Partner at Moore Kingston Smith adds: “Since 2020, practically every discussion with private equity, venture capital and high net worth individuals has martech on the agenda. Investors are more engaged than ever. I feel we are now seeing the longer term impacts of not just GDPR but also Covid and Brexit. This is against a positive backdrop for adspend which saw a surge in the US market of 23% in 2021 and is forecast to maintain double digit growth in 2022.”

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The rapid adoption of tech has its challenges, and many companies have yet to reach martech maturity. The growth of the marketing operations role, and the use of training to develop the skills and knowledge required to make the most of martech investments will be a key solution.

Agencies face a challenge to keep up with this growth, but there’s also opportunity to fill skills and knowledge gaps to help companies deliver a return on their martech budgets. At the centre of this sits the importance of adapting to changing behaviour, and providing the best customer experience. In a digital-first world, this cannot be achieved without an effective martech strategy.

The Martech Report’s findings are based on a survey of 206 respondents: 79% were brand respondents at CMO level or equivalent, and 21% were from agencies, including Account Directors, VP and VSP Client Services. All respondents were from companies with 200 employees or more, 62% of which had more than 500, and with a 50/50 split between the UK and North America.

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MTS Staff Writer — Mon, 22 Mar 2021 11:54:18 +0000

To bridge the communication gaps in marketing and sales, there will be a lot more demand for martech and salestech products that boost video conferencing and team communication, as global companies optimize their work and customer-facing tactics through 2021 for better marketing effect.

Catch more on the latest trends in use by leading marketers and martech leaders, in this weekly martech highlight:

MarTech Quote-of-the-Week!

The rise of technology for frontline industries—what we call frontline digitization—is happening on a global scale across all major industries. The traditional model of top-down internal communication is often not enough to maximize the operational benefits of a connected workforce. While office workers have access to a suite of technology solutions to make their jobs easier, frontline workers are typically forced to rely on bulletin boards, flyers, and verbal updates from managers. –Daniel Sztutwojner, Chief Customer Officer And Co-founder, Beekeeper

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MarTech QnA with the Expert

Over the last 4 years, our company has sustained an average annual growth rate of 52% by staying true to its vision: we support the digital acceleration of our clients by delivering high-quality software solutions that always match their needs, regardless of their specificity. When it comes to services, we specialize in end-to-end delivery of tailor-made tech solutions that bring innovative, scalable, and competitive results to the table. That’s why, at the start of every project, we work closely with each client to build the perfect custom software development team for their needs. After that, our top engineers use agile methodologies to integrate seamlessly with their in-house team and business operations, guaranteeing the smoothest workflow and highest-quality IT service possible. –Paul Azorin, Co-founder and Chief Brand Officer, BairesDev

MarTech Expert Series

MarTech Interview with Chris Koehler, CMO @ Twilio

Chris Koehler, CMO at Twilio talks about the changing B2B marketing landscape and how new age martech and AI is leading to a complete shift:

Welcome to this MarTech Series chat, Chris, tell us about your marketing journey and what you’re looking forward to as Twilio’s new CMO?

What about today’s state of B2B marketing is broken in your view?

Tell us more about your marketing strategies that you’ve relied on over the years to boost impact and the martech that has helped power it all?

How do you use AI in your current marketing plans and martech stack?

Can you share your thoughts on the future of AI, marketing and martech: what will the market look like down the line?

Five daily essentials you feel every B2B CMO should action or follow before we wrap up…

MarTech Interview with Sam Chapman, Director of Content Strategy and Brand Experience at Aprimo

Welcome to this MarTech Series chat Sam, tell us about yourself and what inspires you about content marketing today?

We’d love to hear your thoughts on the importance and Future of DAM in B2B…

When it comes to content marketing practices, what are some of the strategies you pursue strongly and some of the martech that helps achieve those outcomes? Of course, tools besides DAMs!

If you had to change a few things about content marketing in B2B, what would they be?

What can content marketers today do to stand out from the crowd? Can you throw light on some of the most exciting/inspired content marketing tactics you’ve seen in B2B off late?

We’d love to hear a few predictions you have in mind for the future of martech and B2B content marketing!

Missed The Latest Episode of The SalesStar Podcast? Have a quick listen here!

Episode 123: B2B Revenue Tricks And Best Practices with Jamie Bertasi – President and Chief Operating Officer at Totango

Episode 122: Building The Connected Enterprise for Modern Sales: with Mike Smith, Senior Director, Enterprise Sales, CData Software

Episode 121: Sales Enablement Trends for 2022: with Carson Conant, Founder and CEO at MediaFly

PRO Unlimited Appoints Chief Marketing Officer to Its Leadership Team

Veteran marketing executive tapped to elevate the organization’s position in the contingent workforce management industry

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MarTech Quote-of-the-Week!

Top MarTech News of The Week: 22nd November to 26th November 2021

MarTech QnA with the Expert

MarTech Articles on Personalization, Black Friday Marketing Trends, Driving Marketing Impact through the Holiday Season

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Episode 105: Biggest Sales Enablement Trends and Challenges with Mert Yentur, CEO and Founder at Pitcher AG

Episode 104: CMO Best Practices with Kevin Tate, Chief Marketing Officer at Clearbit

Episode 103: B2B Optimization And Engagement Strategies With Chris Tranquill, Chief Of Strategy At Khoros

Martech Industry Worldwide Market Figure Valued at $344.8bn According to New Report From Moore Kingston Smith

New research from Moore Kingston Smith assesses the state of marketing technology in 2021/22 across a range of industries.

Marketing Technology Highlights Of The Week: 22-March-2021: Featuring Taboola, 8X8, Informatica, Hootsuite

MarTech Quote-of-the-Week!

Top MarTech News of The Week: 15th to 19th March 2021

MarTech QnA with the Expert

Top Articles on Marketing and Management Measurement Tips, B2B Advertising and Cloud Data Warehouses

How do sales and marketing leaders combine different marketing technologies and sales methodologies to lead effectively through these trying times? Catch more from these latest podcasts!