MarTech Interview with Jeaneen Andrews-Feldman, Chief Marketing Officer at Simpli.fi

Jeaneen Andrews-Feldman, Chief Marketing Officer at Simpli.fi highlights key trends impacting today’s digital ad segment in this short catch-up:

 

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Welcome to this MarTech Series chat, Jeaneen, tell us about yourself and more about your role as CMO at Simpli.fi…

I’m Jeaneen Andrews-Feldman – I joined Simpli.fi as Chief Marketing Officer on Halloween in 2022 (makes it easy for me to remember!)

I have always been fascinated by what it takes to build a brand. I’ve spent my career helping companies – from Fortune 500s and private equity companies to mid-market brands and agencies – become market leaders and stand out from their competitors by building brands, increasing customer engagement, and improving overall customer experience. In this role, I was tasked with two things. First, to help Simpli.fi transform its brand, and second, to activate a growth marketing strategy. No easy task, but it has been a lot of fun working with the team at Simpli.fi.

For the brand transformation, I worked hand-in-hand with the marketing team, as well as with Jonny Bauer and his team at Blackstone, to bring the branding and messaging to life to really reflect what Simpli.fi is all about – helping advertisers maximize relevance.

Prior to joining Simpli.fi, I served as Chief Marketing & Experience Officer for the Society for HR Management (SHRM). I also drove performance marketing strategies at Merkle (Dentsu), Corporate Executive Board (now Gartner), AT&T, and Sprint.

We’d love to hear about some of Simpli.fi’s newest innovations and how it’s changing the game for users?

Simpli.fi has long been a leader in the DSP space and known for its precise targeting and unparalleled attribution capabilities through the use of unstructured data. Our purpose-built platform allows advertisers to extract more value from audience and campaign data than traditional audience segment-based platforms. This approach has been essential for advertisers at a localized level to reach the right audience, at the right time, with the right message.

Additionally, Simpli.fi recognized the need for agencies and brands to improve workflow, which led to a number of recent acquisitions, including Advantage Software and CoreMedia. These acquisitions enable advertisers to improve workflow across all media types, including media planning and buying, accounting, and project management.

Most recently we acquired Bidtellect, a leading contextual and native demand-side platform (DSP), further enhancing Simpli.fi’s omnichannel media buying offerings and adding to its strengths in CTV, mobile, and display advertising.

Overall, these acquisitions have allowed us to expand from a DSP+ solution provider to a full-service Advertising Success Platform built to deliver the most relevant connections for advertising media teams, agencies, and brands, and to drive efficiencies across advertising procurement workflows.

The advertising industry continues to rapidly evolve, and to meet those ever-changing demands, Simpli.fi provides a holistic platform that includes best-in-class programmatic solutions – including CTV, addressable, mobile, video, display, native, and audio – as well as omnichannel managed services and workflow software.

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Closer to home, when it comes to Simpli.fi’s own brand and marketing growth processes and the martech that powers it, we’d love to hear about how that is planned and run.

The planning for Simpli.fi’s recent brand transformation required a deep understanding of how the brand operates today in order to define how it should operate in the future. Simpli.fi’s own brand and marketing growth processes are powered by a comprehensive martech stack that allows us to engage with our prospects and customers in personal and meaningful ways.

Of course, we use our own advertising success platform to power our growth marketing efforts, and that gives us the ability to test, continually optimize and plan for the future with insights guiding the way. Our holistic platform gives us a lot of flexibility to try new things while always keeping the needs of our customers and advertisers in the forefront.

Given today’s market dynamics, how would you suggest modern B2B marketing and ad teams dovetail efforts to drive business goals?

To start, marketing and ad tech teams are complimentary, all working towards the business goals set by the organization. But at the very top is the brand, and we shouldn’t underestimate the significance that a powerful brand plays in growth marketing. With competition heating up, it is more important than ever to build a brand that transcends industry norms and leads in a differentiated way.

Once your brand has broken through the noise, it’s about personalization. Historically, B2B has been playing catch up with B2C in terms of strategies and approaches, but that has been changing over the past few years as martech and adtech platforms have enabled hyper personalization based on the signals of your B2B buyers.

What are some predictions you’d like to share surrounding the future of the B2B martech and adtech segment?

Overall, we will continue to look for technology to keep marketing on its toes with advancements in enabling personalized experiences and the ability to better target and measure our performance. But there are really three things that are worth pointing out, and two are tech related. First, we have to mention AI and the opportunities that artificial intelligence will afford marketing, communications, and an array of other business functions. And part of that is machine learning as it will drive greater efficiencies and of course help to predict and optimize marketing efforts. Finally, brands will have to be more creative and purposeful in their storytelling. It has become clear that customers want to relate to a brand, find meaning and connection, and a reason to buy.

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