Social media is a primary gateway between a brand and its audience.  Many times the point of contact between a brand and its consumers is created by third parties -- publishers, paid media and increasingly influencers. Consider that 96% of people that discuss a brand online do not follow that brand’s owned social media profiles, according to a study from Brandwatch. Meanwhile, nearly 40% of Twitter users report making a purchase as a direct result of a tweet by an influencer on the site. The disconnect is clear. Owned…

"Influencer marketing is also similar to the slow-then-sudden growth of e-commerce."On Marketing Technology MTS: Tell us a little bit about your role at Tidal and how you got here. (What inspired you to start an influencer marketing company) We look like an influencer marketing company, but in reality we see ourselves as a platform to help individuals get more opportunities and share their voices more widely. This may manifest as a way for brands to compensate influencers in exchange for posting. It could also take…

YouDon’tNeedaCRM actually makes every day feel like a Friday. The lead management software takes full control of the sales process, enabling salespeople to prevent leakage of critical customer information from the traditional CRM models. Last month, the popular CRM platform launched noCRM.io to simplify and improve the way SMBs manage their sales processes. We invited Sunny Paris, CEO at YouDon’tNeedaCRM, to our TechBytes Series to learn more about the new tool and its role in refining the sales processes. MTS:  Tell us…

We are producing more data than ever before. Every credit card transaction we make, each GPS pinpoint taken by your smartphone, and every click of the mouse we make online contributes to an increasingly large and varied dataset. Analytics is the software used to turn this data deluge into valuable insights – insights that are being put to use by a broad spectrum of industries all over the world. Over the last decade or so, marketing has been revolutionized by data analytics, allowing brands to deliver more targeted…

Sigstr, a cloud platform for employee email personalization, unveiled an Account-Based Marketing (ABM) functionality for marketers to tap into employee emails and deliver 1:1 targeted content to specific accounts, industries, and regions. Sigstr's ABM functionality is designed to increase account relevance, align email signature marketing activity with account strategies, increase campaign engagement and inspire customers and prospects with compelling content. We interviewed Sam Smith, VP Product at Sigstr, who spoke…

"AI or ABM may point to new leads, but it’s on us marketers to deliver a meaningful experience that builds a connection"On Marketing Technology MTS: Tell us a little bit about your role and how you got here. I was recruited to Return Path in January 2016 to be the head of brand and digital marketing. At the time, Return Path was looking to rebrand itself and rethink the overall digital experience. I enjoy big challenges, so Return Path presented a great opportunity for me. The rebranding and relaunch of Return…

"Startups must identify their highest priority when it comes to marketing their products and services, and craft their strategy and marketing platform integration accordingly."On Marketing Technology MTS: What inspired you to co-found Mintigo and how did you get here? Wanamaker said that half the money he spends on advertising is wasted and the trouble is that he doesn’t know which half. As someone with a science background, it always amazed me and I thought that I can use my skills in order to solve that. That’s what…

"Today’s best tech companies have realized that customers want you to lead the way with innovation."On Marketing Technology MTS: Tell us a bit about your role at Lytics and how you got here (what inspired you to co-found a martech company). Lytics helps brands orchestrate meaningful, one-to-one interactions with people. Our vision is to make customer data the central nervous system for the world’s most successful companies. Companies such as Atlassian use our customer data platform (CDP) to communicate with each…

"AI has the potential to take the routine and mundane off of our plates but there is such a thing as overdoing it."On Marketing Technology MTS: Tell us a little bit about your role at Wochit and how you got here. (what inspired you to co-found a video creation platform company) I’m co-founder and CEO of Wochit, a platform used by media companies and other larger content creators around the world to produce social video quickly and at scale. It’s my second company. The first was PicApp, which we sold to YBrant…

"A DAM solution should be the foundation for orchestrating unique customer experiences across various channels"On Marketing Technology MTS: Tell us a bit about your role at Cloudinary and how you got there? I have more than two decades of experience shaping and implementing corporate marketing strategies. I built marketing engines and teams from the ground up at my previous positions as VP of demand marketing before Cloudinary, — including 5 startups, 2 of which went IPO and the third had a successful acquisition. I…

Since the unveiling of Kristen Visbal’s bronze statue on International Women’s Day, 'Fearless Girl' achieved viral status for all the ‘right’ reasons. In April, it was reported that her virality has a price – to the tune of USD 7.4 million in free publicity to be exact. According to Bloomberg, she earned Boston-based State Street almost 70 percent of financial services media the next day, overshadowing giant Goldman Sachs Group Inc. What does all this hype really mean? How does one measure the value of “free” publicity?…

"The speed and accuracy of machine learning applications will impact any process that deals with large volumes of data."On Marketing Technology MTS: Tell us a little bit about your role at Cloudwords and how you got here. I’m the Chief Marketing Officer at Cloudwords, a software provider based in San Francisco that helps global brands accelerate the process of localizing content so they can better engage with customers in their native language. I have more than 25 years of global marketing experience traveling the…

Building a User-Friendly Marketing Data Ecosystem Welcome to the Jungle! Welcome to today’s Marketing Data Ecosystem.  It’s a myriad of data sources and tools that are supposed to help you to make more informed, “data driven” decisions; taking the guess work out of everything from media buying to sales and revenue attribution.   That said, in reality, it can seem like a daunting array of ever-proliferating information, technologies, and vendors that makes you wonder: Will it really make my job easier? The buzzwords alone…

"Social media management technologies need to keep pace with the increasing adoption of social across job functions."On Marketing Technology MTS: Tell us a little bit about your role at Hootsuite and how you got here. I’m the chief marketing officer at Hootsuite, where I focus on improving the customer journey and experience across the entire organization. I began my career in the financial services industry, working in IT at Merrill Lynch and transitioned into marketing enterprise software. I served as the CMO at…

Today’s marketers have more data available to them than ever before. From social media statistics to click through rates (CTRs), email opens to loyalty points, marketers would be hard pressed to argue that they don’t have enough customer information to play with when it comes to building their campaigns. Yet despite all this data, many marketers are still struggling to target their customers effectively. According to recent research from customer data platform vendor BlueVenn, as many as three in five consumers believe…

"Without a clear, shared view of the data and metrics of the business, Sales and Marketing leaders have been set against each other, fighting to prove their worth with different silos of data."On Marketing Technology MTS: Tell us a little bit about your role at Looker and how you got here. After experiencing the wild amazing journey of growing Box from 30 employees to almost 1,000 employees, I was looking for another company with similar potential. When I found Looker, not only did they have a product that customers…

VidMob connects brand marketers of all sizes with its community of over 5,000 professionally trained video creators  VidMob, a technology-enabled marketplace for video creation, has been awarded the Partner badge for the Facebook Marketing Partners and Instagram Partners program, within the Content Marketing specialty. The Facebook marketing and Instagram partners program can put businesses at the forefront of advertising growth on their platforms. It enables marketers to find quality partners who are a fit for what they…

"There’s no doubt the number of self-educating buyers will increase, and we’re going to see decision makers who may never talk to sales."On Marketing Technology MTS: Tell us a little bit about your role and how you got here. (what inspired you to start a martech company) I serve as CEO and co-founder of ON24, the leading webinar marketing platform that helps companies engage customers at scale and deliver meaningful data and analytics on those interactions. But, if you had asked me fifteen years ago if I’d be leading…

"The marketing industry is fond of speculating about the death of email. I think that’s garbage."On Email Marketing Technology MTS: Tell us a little about your role at Klaviyo and how you got here. I run marketing for Klaviyo, which is a marketing automation platform that makes it easy for ecommerce companies to grow as fast as possible using targeted email and Facebook marketing. What we do is a big component of how I got here. Email marketing has been one of the few constants of my career. I’ve managed email…

"We can only improve campaign performance when we understand which customers converted based on which data points, and that means having access to the relevant marketing data."On Mobile Ad Technology MTS: Tell us a little bit about your role at YouAppi and how you got here. As the Chief Marketing Officer at mobile growth solution YouAppi, I lead global marketing offices worldwide. I own the marketing strategy including branding, messaging and positioning, lead generation, product marketing, events, public relations,…