Matt Durham, Head of Market Strategy at Digibee on the importance of creating a sense of differentiation when crafting marketing strategies:

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Welcome to this MarTech Series chat, Matt, tell us about yourself and your role at Digibee…what inspires you about marketing in B2B tech?

Amazing to be here, thanks! I recently joined Digibee to lead market strategy. In that role I will operate as a conduit between the product, marketing and sales organizations here to help shape customer and market requirements. I’ll work very closely with our CTO and his team to ensure we are finding just the right balance among the various inputs we have to our product. I’ll have the great opportunity to work with our prospects and customers to understand what their strategic initiatives are and how those influence their technology requirements. Finally, I will work closely with industry analysts to bring their great insights into Digibee.

It’s super to be able to leverage my experience in B2B marketing to do all of these things. I enjoy having a multifaceted role that doesn’t squarely fit into many people’s expectations.

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For brands looking at building presence in specific regions, what are some factors that you feel they should focus on more: a few ways in which you usually drive regional growth models?

Establishing some reasonable and believable differentiation is important. The ability to say “we do this uniquely” is powerful. I think focus is also important. The enterprise technology market is so incredibly vast that it is pretty easy to get lost within it.

Take us through some of the biggest impacts global tech brands have had when entering new markets – stories that for you have stood out from the rest (how /why): what can marketers learn from this?

There are some infamous stories that I’ll avoid! One that I think is interesting is how Salesforce was able to enter Europe at a time when there was much skepticism there about the viability and advisability of SaaS, largely because of data privacy concerns. Salesforce built confidence rapidly that it was a trusted partner, and its growth in Europe was quick thereafter.

What in your view are five things that should form the base of any marketing outlook in 2023?

An acceptance that we are in a very strange moment macroeconomically. We need to accept uncertainty and volatility for the foreseeable future. Based on the above, budgets should be built and managed with agility.

Always look for scale…what are the best ways to spend your marketing dollars that will have the highest possible impact? Establishing differentiation is important, and using standard terminology is at least as important. It is nearly certain that one is not a market maker. Live in the market that exists. Everything needs to be tied to outcomes.

We’d love to hear more about your go-to martech systems and those you’ve often relied on over the years to drive growth?

I’ve had the pleasure to use many martech systems and find that all have their relative strengths and weaknesses.

A few common misconceptions about the modern state of marketing and martech you’d like to dispel?

Martech systems are only as good as the people using them! Always hire the best people possible!

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