On Marketing Technology

MTS: Tell us about your role and how you got here? (What inspired you to be a part of a technology innovation company?)
I’m currently the CEO and Founder of TwentyThree, a video marketing automation platform. Having been a part of the tech scene in Copenhagen for over 20 years, I’ve become very passionate about building companies here and expanding the overall tech scene through communities like #CPHFTW.

MTS: Given the changing dynamic of engagement with the online customers, how do you see video marketing platforms evolving in the years to come?
Second to in-person conversations, video is the strongest communication method we have. The main trend we’re seeing and driving is video integration being a core element of a company’s marketing stack. We’re seeing a trend in harnessing and supporting all the employees working and communicating with video.

MTS: How should video marketers leverage audience attention and conversion analytics tools to better the omnichannel experience?
Just as they do with all other communication elements. Video has long been a second level citizen of the marketing stack, relying on vanity metrics like views. With video marketing platforms, we’re seeing the change that is necessary to properly measure and analyze video content.

MTS: How should marketers plan the adoption of video-based content personalization for account-based marketing?
Test, test, test, and then test some more. We’re supporting a lot of customers in experimenting and validating before implementing a video ABM strategy.

MTS: What is the biggest challenge that CMOs need to tackle to make their social selling decisions work with video marketing attribution?
Empowerment of their organizations to access and use the right updated video material.

MTS: What startups are you watching/keen on right now?
Corti, an AI startup supporting 911 staff members to save lives.

MTS: What tools does your marketing stack consist of in 2017?
The TwentyThree marketing stack consists of Marketing Automation Software (HubSpot), that integrates with our video marketing automation platform for videos, live events, and webinars, along with data enrichment tools such as Clearbit and Zappier when we need to create an integration between the tools. We use Intercom for direct connection with our customers and prospects. We use Trello for project management and planning, Slack for internal communication and collaboration and Podio for documentation. For SEO and digital advertizing, we use Moz, Google Adwords, LinkedIn Sponsored Updates, AmpLive, Twitter and Facebook advertisement.

MTS: Could you tell us about a standout digital campaign? (Who was your target audience and how did you measure success)
We are trying to sell to marketers, and to stand out in today’s digital marketing noise you’ve got to be doing something smart and something that proves instant value for the prospect. Our marketing campaigns consist of being the best at what we sell, which is video marketing automation and management. If we post a blog post, it also features a video because that’s what we’re asking our customers to do. A standard digital campaign will have few steps: create strategy for the campaign, come with measurable goals and objectives, create the content and execute, promote and optimize.

MTS: How do you prepare for an AI-centric world as a marketing leader?
Keep focusing on the ultimate differentiator that is the heart and soul – technology is just empowering us with greater capabilities and data.

This Is How I Work

MTS: One word that best describes how you work.
Collaborate.

MTS: What apps/software/tools can’t you live without?
My laptop, old school.

MTS: What’s your smartest work related shortcut or productivity hack?
Blocking days to actually create and think.

MTS: What’s the best advice you’ve ever received?
It’s hard to pinpoint one specific piece of advice, but I do know I should’ve listened better along the way.

MTS: Something you do better than others – the secret of your success?
I’ll leave that for others to describe.

MTS: Tag the one person in the industry whose answers to these questions you would love to read:
Rand Fishkin, the Founder of Moz

MTS: Thank you, Thomas! That was fun and hope to see you back on MarTech Series soon.