MarTech Interview with Tobyn Sowden, CEO at Redbrick

Tobyn Sowden, CEO at Redbrick catches up with MarTech Series to talk about the latest trends surrounding B2B tech marketing including the growing influence of AI in this space:

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Welcome to this MarTech Series chat, Tobyn – tell us about yourself and more about Redbrick.

I founded Redbrick in 2011 in Victoria, British Columbia. We build and acquire businesses that serve the digital entrepreneur. As a parent company, we operate our People and Culture, finance, and creative teams with a shared services model.

Redbrick and its operating companies—Animoto, Delivra, Leadpages, Shift, and Rebase—innovate with Redbrick’s strategic executive oversight.

We’d love to hear about Redbricks’ latest acquisitions including that of Animoto and how this will change the game for end users down the line?

The recent acquisition of Animoto marks our third within the past four years. At the tail end of 2021, we acquired Delivra, an email and marketing automation leader based out of Indianapolis. Previously, in March 2020, Redbrick acquired Leadpages, a complete lead generation platform headquartered in Minneapolis.

Animoto’s generative AI technology helps owners of digital businesses turn photos, screen recordings, and short clips into powerful, professional marketing assets. Our goal with Animoto is to provide the resources they need to focus entirely on the product and their customers. This will allow them to continue exploring AI and grow in the video space.

In time, end users will see the impact of our support in the form of enhanced features, innovative updates, and a platform that’s more responsive to their needs.

Can you talk about the growing use of video content in today’s digital marketplace and how you feel brands need to differentiate their content with improved video strategies?

Video impacts all areas of our customers’ businesses, from paid ads and social media marketing to product demos and user-generated content. What is most important in today’s digital marketplace is the ability to quickly produce high-quality output with minimal resources. Differentiation comes from a brand’s ability to tell a compelling story that captures the attention of its target audience. There are many tools available to help bring these stories to life, whether that looks like interactive elements sprinkled into a customer testimonial, or a full-blown script generated by AI.

Looking for tips on maximizing video usage in sales and marketing? Catch -> Episode 163 of The SalesStar Podcast: The Benefits of Video in Sales, Marketing, HR and more with Jonathan Lister, COO at Vidyard

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Seeing the dynamics of today’s digital marketplaces, what do you think creators and digital entrepreneurs will need more of in the future as trends evolve?

In an age of growing concerns surrounding authenticity and AI, it will be important to uphold a personal connection with customers through reliability and transparency.

To do that, businesses will need to really invest in their content strategy and planning so they can stand out in a sea of competitors as a trusted voice. Building strong relationships with other businesses, founders, and creators will also increase brand trust and encourage digital entrepreneurs to provide more value through creative partnerships.

What can brands today do to streamline their overall digital content plans and strategies?

Leveraging automation tools is probably the most impactful move that small teams can make. Using data to find what works for your audience and then replicating your strategy across campaigns can open up more time for experimentation in other areas.

Can you comment on the growing use of AI in marketing and the future of adtech / martech?

AI continues to amplify the power of our software tools. The biggest benefit for growing businesses is how AI can reduce the time and effort required to create professional content. With smarter software that takes the pressure off marketing resources, smaller, more agile businesses can focus on pushing ahead in their industries. We’re also seeing AI come into play as a discovery tool for creative teams, becoming part of the ideation process. This is another area where AI is promising increased efficiency for martech, but it’s not yet in a position to deliver more than ideation. Businesses need to bring their own creative delivery and brand knowledge to what AI generates.

Wondering how AI will impact Marketing and Sales? Catch Episode 184 of The SalesStar Podcast: Al and Its Influence on Marketing: with Adri Gil Miner, CMO of Iterable

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