Interview with Carl Landers, CMO, Conversica

"It’s important to be aware of the many manual, time-consuming processes that are having a bottleneck effect on your business, then searching for solutions to address those pain points." On Marketing Technology MTS: Tell us a bit about your journey leading Conversica? Over the course of my career, one issue was pervasive - sales and marketing alignment. The two functions are completely dependent on each other, yet often find it challenging to work together effectively. So, when I came across Conversica, I recognized…

Interview with Volker Smid, CEO, Searchmetrics

"No enterprise can cope with 5400 companies in MarTech. Consolidation of data and platforms will ultimately create more value for the economic buyer." On Marketing Technology MTS: Tell us about your role and how you got here? What inspired you to be a part of a MarTech company? Marketing - more than any other department in enterprises - is drastically changing the way it operates, leveraging data and market-consumer insights. 6 Billion searches every day are consumer signals and demand patterns. We have only started in…

Pressing Engagement: The Art of Social Selling

Social media has proven itself as a great means of attracting consumer attention. But as our collective use of social media continues to evolve, it can mean so much more to businesses than just advertising. One aspect, that is quickly becoming an essential tool for sales teams, is Social Selling. Social Selling, in the right hands, can bring unprecedented opportunities for connecting and engaging decision makers. For the most part, companies are beginning to wise-up to Social Selling.Forty-nine percent of B2B enterprises…

Interview with Bonnie Crater, President and CEO, Full Circle Insights

Bonnie Crater President and CEO, Full Circle Insights "It's very important to focus on acquiring the most complete and accurate marketing data you can. If the data is incomplete or inaccurate, neither the human nor the machine will draw the correct conclusion." On Marketing Technology MTS: Tell us about your role and how you got here. What inspired you to be a part of a MarTech innovation company? As a 5-time VP of Marketing in Silicon Valley, I always wanted to measure my marketing programs and their impact on…

A Marketer’s Guide to Measuring Social Success

How far would you agree with the statement that everything is taken more seriously when there are measurable and specific outcomes? In order to gain budget and confidence from others in your marketing strategies, you need to prove how your efforts contribute to the organisation’s business goals. Social media, like other channels, must prove its return on investment. Of course, that’s easier said than done. Whether you use social media to drive awareness, revenue, customer satisfaction, increase traffic or even generate…

Interview with Chris Dobson, CEO, The Exchange Lab

"As tech capability grows, brands may view machine learning as the answer to — and reason for — industry issues such as poor transparency and fraud even though all media has had its share of challenges in this area since advertising began." On Marketing Technology MTS: Tell us about your role at The Exchange Lab and how you got here.? (What inspired you to be part of a programmatic AdTech company?) My media career has spanned client, agency, TV and digital, always seeming to move on, as consumers do, into new media…

Interview with Tom Fishburne, Founder and CEO, Marketoonist

"We’re in the awkward adolescence of digital advertising, where powerful tools are becoming available but our mindset hasn’t quite caught up to the potential. That’s the friction I find funniest." On Marketing Technology MTS: What led you to satirize the digital advertising industry? I started parodying all things marketing because I was working in marketing and wanted to process some of the challenges I was grappling with. Digital advertising became a natural target because there is such a tremendous learning curve. I…

Interview with Oliver Roup, Founder and CEO, VigLink

"Affiliate marketing is just starting to make the leap from hard-coded links to a render-time decision, and the ability to utilize data to drive performance is going to have a huge impact." On Affiliate Marketing Technology MTS: Tell us a little bit about your role at VigLink and how you got here? (What inspired you to start an affiliate marketing company) Oliver: I was looking for a business to start and became interested in affiliate marketing, but after logging into an affiliate marketing platform, the process as it…

Allego and Strategy to Revenue (STR) Partner to Deliver Industry-First Sales-Enablement-as-a-Service Solution for SMBs

Allego, the leading mobile video sales learning platform, and Strategy to Revenue (STR), a global provider of enterprise, sales force management and sales force effectiveness solutions, has announced a partnership that will allow organizations to access a full range of sales enablement services, strategies and technologies with the same flexibility and ease-of-use associated with traditional software-as-a-service. Recommended Read: Hootsuite Unveils 'Amplify for Selling' to Nurture Sales Pipeline using Social Insights…

LinkedIn Marketing Diversifies its Partner Program with New Categories and MarTech Members

Linkedin Has Announced That It Is Introducing 19 New Partners In Three New Categories To Help Marketers LinkedIn has announced that it is doubling down on solving 3 major pain points for their customers by expanding their LinkedIn Marketing Partner program. They’ve enlisted 19 new partners in three new categories— - Marketing Analytics - Audience Management - Media Buying Rely on LinkedIn Marketing Partner Program to Measure and Optimize ROI on MarTech Investments The LinkedIn Marketing Partner Program is a…

Use These 3 Brainstorming Exercises to Fuel Your Next Social Media Campaign

Brainstorming, creating, and executing a social media campaign requires a lot of research, time, and effort from your marketing team. Experimenting with new social media channels and audiences has the added weight of uncertainty that the campaign won’t deliver the ROI needed to validate your marketing budget’s investment. As marketers, we have to keep innovating and trying new things, so this can put us in a tough spot. With new technologies emerging from advancements of AI and personalization, now more than ever is the…

Interview with Jason Hemingway, Chief Marketing Officer at Thunderhead

"Audiences for both B2C and B2B brands are bored of being marketed at."On Marketing Technology MTS: Tell us a little bit about your role at Thunderhead and how you got here. I lead the marketing team at Thunderhead. I oversee the many disciplines of marketing, and love the freedom and autonomy of working in the fast-paced Brit tech environment – no two days are the same. Marketing evolves rapidly as an industry and technology has a large role to play in the changing landscape. If we trace it back, I studied…

Interview with Dayna Rothman, VP of Marketing and Sales Development at BrightFunnel

"I see attribution becoming even more critical as marketers are asked to justify their spend and show how every marketing investment impacts revenue."On Marketing Technology MTS: Tell us a little bit about your role at BrightFunnel and how you got here. What inspired you to author Lead Generation for Dummies? My role at BrightFunnel, as VP of Marketing and Sale Development, is to lead both the core marketing functions and our ADRs (outbound sales development reps) for an integrated full-funnel strategy. Prior to…

Interview with Aaron Dun, Sr. Vice President Marketing – SnapApp

"Don’t wait around for someone to tell you to address something that needs fixing, volunteer to take it on, go make it happen."On Marketing Technology MTS: Tell us a bit about your role at SnapApp and how you got here. I head up all of marketing for SnapApp, making sure that we get our story out into the market and scale demand for our products. I particularly enjoy helping other marketers reshape their strategies and find better approaches to get the results they need. How did I get here? I love marketing to…

Interview with Clint Poole, SVP Marketing – Lionbridge

"My father continually told us “This world owes you exactly nothing. If you want something, work for it”."ON NATURAL LANGUAGE PROCESSING TECHNOLOGY MTS: Tell us about your role at Lionbridge and how you got here. I am the CMO/SVP Global Marketing at Lionbridge, responsible for leading the company’s go-to-market, demand generation and branding initiatives. I joined Lionbridge four years ago, attracted by the tremendous talent here and the unique work that is being done to help global brands effectively communicate…

Interview with “Mo” El-Barachi, Co-Founder & CEO – SweetIQ

"After having spent most of my career building technology solutions that focus on automation, I can unequivocally tell you that we’re still far away from programmatic being 100% automated."On Marketing Technology MTS: Tell us about your role at SweetIQ and how you got here. (What inspired you to co-found a martech company) About 7 years ago, I connected with Mike, my co-founder, where he introduced me to this intriguing new world called location-based marketing. Back then, iPhones and Google Maps were starting to…

Interview with Andy Zimmerman, CMO – Evergage

"Those products that efficiently integrate into existing tech stacks and can capture, analyze, interpret and act on customer data will have the biggest advantage."On Marketing Technology MTS: Tell us a little bit about your role and how you got here. I oversee the marketing function at Evergage. I first learned about Evergage as a client at my previous company. Once I got to know the platform and the people behind it and came to appreciate the huge market potential for the company, I worked with the CEO to come on…

Interview with Abhi Yadav, Founder & CEO – Zylotech

"Observe very quantitatively but act with your intuition."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) Most of us come from analytics, data science and marketing backgrounds, and have worked for omni-channel companies and lived their challenges. Over the last decade, we’ve seen analytics successfully applied to many areas, but saw a massive gap in customer analytics, which have tremendous benefits for retaining and monetizing…

Interview with David Fortino, SVP of Audience and Product – NetLine Corporation

David Fortino SVP of Audience and Product - NetLine Corporation "Be yourself. Never doubt the importance of staying true to your gut. The mind wavers."On Marketing Technology MTS: Tell us a little bit about your role and how you got here. I currently head-up Audience & Product for NetLine. This encompasses all client facing and publisher facing products. Content Strategy for the business is also running out of my team. So yes, lots of great work being put out by some amazing people. We’re a small but crafty…

Interview with Lewis Gersh, Co-Founder & CEO – PebblePost

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’m PebblePost’s co-founder and CEO, but prefer to be known as the "Chief Stamp Licker". And by the way, you mean another martech company. I’ve been at this for more than 15 years, starting way back when I was on the venture side and I put together the largest portfolio of re-targeters. It’s funny — when I bring that up in presentations today, people groan and say, “Oh, you’re the…