MarTech Interview with Cameron V. Peebles, Chief Marketing Officer at inMarket

Tell us about your role and journey into Advertising Technology. What inspired you to be a part of inMarket?

I started my career in the agency space in the late 90s. At that time, Digital Advertising was something that everyone knew would become a reality, but no one had a clue what form it would mature into. As such, it didn’t even demand a line item from brands, let alone a scalable budget. The true innovation back then was happening on the performance advertising side, which is where my career led me. Now I am happy to say that brands and agencies have matured, and are incorporating performance strategies into their overall mix. inMarket’s platform is perfectly positioned to exceed the goals of performance-focused brands, which is why we are experiencing such rapid growth.

What is inMarket and how does it fit into a modern CMO’S Ad Technology stack?

inMarket is a Consumer Intelligence and Campaign Delivery platform. We identify the precise moments that consumers are most receptive to brand engagement and then create one-to-one connections that are meaningful and drive results. CMOs rely on us when their goals are metrics-driven but require a personal connection in order to be successful. Basically, when heavy consumer engagement is on the must-have list, we’re in our element.

How do you keep up with the highly-disruptive AdTech industry?

We’ve been that disruptor over the years. We’ve outlasted dozens of companies in the space because we’re committed to measurement and proving out huge ROI. Channels and tactics can change, but the fact that accurate and actionable data drives engagements isn’t going anywhere – it’s only becoming more important.

According to you, which businesses are fastest to the adoption of Mobile Advertising platforms for personalized Customer Experience?

We’ve worked with some amazing, world-class brands who’ve been committed to uncovering the latest and greatest in terms of the consumer experience. Often times, it’s the challenger brands who are punching up at massive, established companies who are willing to roll their sleeves up and try new tech. It really depends on how aggressive their culture is and how much they can understand the new tech and strategies that are guiding AdTech at the moment.

How are current DOOH campaigns different from traditional advertising? How does inMarket enable publishers and advertisers to evolve in the DOOH space?

Because we are directly embedded into over 50 million active devices in the US, we offer incredibly accurate measurement services for campaigns of all types, including DOOH.

Which markets and geographies are you currently catering to?

We currently operate in the U.S. only.

Which Marketing and Sales Automation tools and technologies do you currently use in your current roles?

We use a very customized implementation of Salesforce.com, HubSpot, Cirrus Insights and several other tools. Our clients are the most important element of our business, so any tools we can implement to increase our engagement with them, we quickly greenlight.

What are your predictions on the most impactful disruptions in AI and Data Management technology on Mobile Advertising businesses for 2019-2020?

I think we’re going to see a renewed commitment to accuracy in advertising, and that’s going to disrupt everyone who hasn’t been focused on doing things the right way. More than ever, CMOs need to prove that what they’re spending impacts the bottom line. If you can tie ad spend back to purchase intent and store visits, you’re in good shape.

What startups in the technology industry are you watching keenly right now? 

There are many, many emerging technologies that we are watching closely, all of which will inevitably play a role in AdTech’s future. Blockchain, with its ability to make data more manageable, is a huge focus area. AI, with its ability to make it more actionable, is another. Both sectors are way too early to predict winners, but ask me again in two years and there will be clear frontrunners who have made massive strides above the pack.

How do you prepare for an AI-centric world as a Marketing Leader?

We consider ourselves leading the implementation of AI in AdTech, mostly out of necessity considering our core purpose to elevate advertising from a nuisance, into a fully realized conversation between brands and consumers. Every step we make in this new area has provided massive increases in performance, so we have doubled down on our investment and research.

How do you inspire your people to work with technology? 

Always give someone two new things if you want one from them. With every tool we release, we look at how it’s going to improve the work-life of our employees and engage them by clearly outlining that in a demonstration. Quite often the end result we are looking for is more analytics on what’s driving the business, but we serve them up as a gift to increase efficiency and work/life balance.

One word that best describes how you work.

Energetic – If you don’t have it as a leader, your team will never be able to feel great about what they’re doing.

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

The G Suite of products is a gift to all businesses, large and small. Adobe creative suite expertise is a must for every member of my team, even if they don’t do design as a key part of their job description. Also never underestimate the power of a meeting around a good, old fashioned whiteboard. 2 minutes of drawing can do more magic than a week-long email chain.

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

Power naps reset everything. We have a dedicated nap room with a zero gravity chair. Whenever we feel stuck on a project, 15 minutes in that thing can bring about ‘aha moments’ better than any meeting.

What are you currently reading?

I am a podcast hog. In my opinion, this is the new reading. Tim Ferris, Joe Rogen, Sam Harris, all enable me to stretch how I am able to engage the world. Also, I have listened to one TED talk every morning for the past 2 years. I never missed a day.

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

Have a great side hustle. Well, when I got that advice they didn’t call it that, it was just a hobby. I have had several passion areas that when I was young, enabled me to earn extra income when I needed it. Later I was able to incorporate these directly into my career and I absolutely would not have been able to accomplish the things I have without these as fuel.

Something you do better than others – the secret of your success?

My team would probably say giving constructive feedback with a smile and a joke. Since I have done virtually every role in my department, I consider myself a player and a coach. So when I need to get in to play ball on a project, I can help elevate the team while letting them know that I am there to lift them up, not to pick apart their work.

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

Asher Delug (Airpush), Imad Jomaa (J Group), Chris Johnson (Haworth Media)

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