Interview with Paige Leidig, CMO, NetBase Solutions

Paige Leidig Netbase
Paige R Leidig

Tell us about your role at NetBase? What inspired you to be part of a social media analytics platform?

I am the Chief Marketing Officer at NetBase. I am responsible for all aspect of marketing at the company – public relations, digital marketing, field marketing, product and solution marketing, and marketing operations.  I joined NetBase because of the amazing opportunity to be part of a great company that delivers a cutting-edge technology that enables brands and agencies to connect and better understand their customers in real time. And develop new ways to engage with customers, measure their level of engagement and understand how that engagement is impacting all aspects of the business.

What are the tools and trends that are shaping the way B2B marketers communicate and influence buyers on social media platforms?

Original content via image and video is the content that is shaping the way marketers communicate and influence buyers. The best content is from consumers and or influencers either shaped, repackaged or distributed that tells a genuine story that targets and connects with a specific audience, focused on a specific experience.

With an exploding B2B social media intelligence landscape, what are the major opportunities and challenges for CMOs to meet their marketing goals more effectively?

The biggest growing challenge CMOs in my industry will face in 2018 is the continued explosion of consumer data from social networks, consumer reviews, industry and interest forums. Further compounding the problem is the that unstructured data is growing exponentially faster than any other form. This combined with the reality that there are more consumer data resides outside the control of the company than those officially owned the company. As a result, the ability to aggregate, analyze and develop a comprehensive and cohesive strategy of consumer engagement will be increasingly difficult.

How do audience data privacy norms impact the adoption of social media analytics platforms? How are you preparing for the GDPR era?

Audience data privacy norms are not a measurable factor in social media analytics adoption. We will be gearing up for the GDPR era, that begins in May 2018, to ensure that we are fully compliant with the regulations.

What startups in the martech ecosystem are you watching/keen on right now?

We are evaluating many ABM solutions for some of our targeted campaigns next year. But, hard to differentiate between the solutions available.

What tools does your marketing stack consist of in 2017?

Our marketing stack includes Salesforce.com, Pardot, and Bizible. Very streamlined approach to reach out and engagement. Bizible is a wonderful tool for tracking marketing attribution.

Would you tell us about your standout digital campaign? 

We do so many digital campaigns that are hugely successful it’s hard to point to just one. A more recent one involved our promotion of Holiday Gift report and which gifts the most talked about and popular this holiday season. Top brand was Fenty Beauty, and the top toys included Lego, Hatchimals, Fingerlings. The report touched over $7.6M in pipeline.

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

AI is super important as an aspect of providing access and efficiencies to information and understanding of the market and my consumers. The company that understands the consumer the best wins!

One word that best describes how you work.

Fast.

What apps/software/tools can’t you live without?

I can’t live without Salesforce.com, Google Analytics, and of course my very own NetBase solution giving me deep and accurate insights into the social web.

What’s your smartest work related shortcut or productivity hack?

I have daily, weekly and monthly trend reports/dashboards from Salesforce.com emailed me to every morning tracking pipeline trends from top to bottom of funnel and the source of what’s driving what.  This is invaluable to me understanding and driving the business.

What are you currently reading? (What do you read, and how do you consume information?)

I am currently reading John Grisham’s The Whistler. Great book on how a whistle-blower calls attention to corruption. I also read daily and weekly – papers and business periodical to keep on what is happening in the industry and the world.

What’s the best advice you’ve ever received?

The best advice I ever received was from my first boss at SAP “to always keep learning” don’t settle on what you know, there is always more to learn and discover.

Tag the one person in the industry whose answers to these questions you would love to read:

Melissa Waters, VP Marketing at Lyft

Thank you Paige! That was fun and hope to see you back on MarTech Series soon.

Successful enterprise software executive. A strong mix of strategy, marketing, solution marketing, media and influencer and solution management competencies.

Passionate customer advocate and an innovation driven leader with a proven track record of introducing game changing Cloud/SaaS products to the B2B market and driving rapid revenue growth through direct and channel to LE and SMB enterprise customers, with an emphasis on community management, social media, online advertising and direct marketing.

Excellent marketing and communication skills, with extensive track record of effective engagement with senior leaders in sales, product, and development.

NetBase Solutions
NetBase provides real-time, fast and accurate Social Media Analytics solutions that help businesses grow. Our advanced Natural Language Processing (NLP) technology is uniquely capable of understanding and classifying complex language to ensure businesses are making decisions based on highly accurate data. We have continued to experience 300 percent year-over-year growth. Our customers include the most forward-thinking agencies and largest brands across all verticals, including Yum!, AMC, Kraft, Kohl’s, American Airlines, VISA, Forrester and J.D. Power & Associates. ROI figures calculated by IntelliCap, an independent research firm, show that NetBase delivers hard ROI for our customers. We can reduce costs to capture social media insights by 34% over traditional methods, save companies 20% of the time they previously spent managing PR issues, and boost productivity for many functions.

The MTS Martech Interview Series is a fun Q&A style chat which we really enjoy doing with martech leaders. With inspiration from Lifehacker’s How I work interviews, the MarTech Series Interviews follows a two part format On Marketing Technology, and This Is How I Work. The format was chosen because when we decided to start an interview series with the biggest and brightest minds in martech – we wanted to get insight into two areas … one – their ideas on marketing tech and two – insights into the philosophy and methods that make these leaders tick.

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