Interview with Adam Singolda, Founder & CEO, Taboola

"I believe we’re the last generation that will be looking for things, and the next generation will expect things to be recommended to them." On Marketing Technology MTS: Tell us about your role and how you got here? (What inspired you to start a technology innovation company?) Taboola is the first job I’ve ever had. I spent nearly seven years in the Israeli army and was living with my parents before I was discharged. As I was trying to relax, I couldn’t find anything to watch on TV one day and thought, “I should not be…

Interview with Giovanni Strocchi, CEO, ADmantX

"The connection between a brand and its audience is driven by emotion, which means that brands must be able to trigger consumers’ emotional senses to get them involved and forge a lasting bond with their audience." On Marketing Technology MTS: Tell us a bit about your role at ADmantX and how you got here. As CEO of ADmantX, I’m responsible for the company’s strategic direction and culture and as the company has grown, I’m also responsible for overseeing our expansion in international markets, developing new product…

Interview with Jared Feldman, Founder and CEO, Canvs

"Emotions drive behavior and advertisers must aim to strike an emotional chord with audiences, and form an ongoing connection and narrative that consumers can relate to"On Marketing Technology MTS: Tell us about your role at Canvs and how you got here? (What inspired you to be a part of a technology innovation company?)  I am CEO and founder of Canvs, an emotion analytics company, and I spend most of the time thinking about how we create empathy for the client and solve their problems. Canvs started out as Mashwork,…

The New C-Suite: The Rise of the CCO

Ten years ago, with the advance of marketing technology, the role of the Chief Marketing Officer (CMO) fundamentally changed. As marketing shifted from a cost center to a revenue generator, the C-suite increasingly turned to the CMO for detailed data about marketing’s impact on the bottom line. Now, a new C-suite imperative has emerged, and the focus is squarely on the customer. One of the primary impacts of modern marketing is a heightened expectation of a personal and relevant customer experience. More often, today’s…

5 Easy Steps to Turn Third-Party Marketing Data Into Great First-Party Data

While third-party data can add tremendous value for any company, most buyers of this data don’t take the necessary steps to get the most out of it, thus leading to a low return on investment, discontent with the data quality, and churning through different providers year after year. This article will explore five easy steps to turn third-party data into valuable first-party data. Just so we are on the same page, let’s define first-party vs. third-party data. First Party Data: This is data from your marketing, sales,…

Three scenarios for marketing with the Internet of Things

I love “best of” lists as much as anybody. It’s a great time to get a bit futuristic and think of the bests yet to come. And one of the most exciting things in the near future, I think, is the Internet of Things (IoT). The IoT itself can’t even be considered futuristic anymore. It’s here now. In fact, it’s become so big that this year’s Consumer Electronics Show (CES) in Las Vegas dedicated a whole track to it. In December, too, the Interactive Advertising Bureau (IAB) released a consumer study that showed that close to…

TechBytes with Rami Essaid, Co-Founder and CEO at Distil Networks

In May, global leader in bot detection and mitigation, Distil acquired real-time human detection company Are You A Human (AYAH). The acquisition was followed by the launch of Distil Bot Discovery for Google Analytics—a product that leverages AYAH’s technology. We spoke to Rami Essaid, Co-Founder & CEO of Distil Networks to understand how bots use browser automation to interact with websites, simulating human interactions. MTS: What was the idea behind conceiving Distil, a bot detection company? Rami Essaid:…

4 Reasons Your Business Needs Predictive Selling

Predictive Analytics Usage Is Set For Tremendous Growth. In This Blog, We’ll Look At Some Of The Top Reasons Why Companies Are Bringing Predictive Selling Into Their Sales Technology Lineup. Predictive analytics is designed to forecast prospects’ future behavior and decisions. As we all know, what’s true today is not necessarily going to be true six months from now. Prospects’ priorities change. Their business challenges shift. The right predictive analytics solution will give you complete visibility into your dynamic…

Best Practices for Maintaining an Effective Customer Reference System

In my previous article in this series on building customer references for technology marketing, I described some of the most effective ways to ask your customers to be a part of your program – distinguishing the all too typical “can you do me a favor” request from requests that demonstrate the advantages for the customer to participate in your program. In this post, I’ll outline some systems and software that allow you to track the progress of your program and ensure your company delivers a united front. Once you have…

Interview with Doug Bewsher, CEO at Leadspace

"I think that the change in user interactions is going to fundamentally change our way of interacting with one another."On Marketing Technology MTS: Tell us a bit about your role at Leadspace and how you got here. After holding the position of CMO at many companies, including Salesforce.com and Skype, I am now CEO at Leadspace - helping marketers be more effective, in contrast to being one myself! Having lived and breathed B2B Marketing for so long, and seeing how people actually use Sales and Marketing Automation,…

“Social media is a database that can help marketers understand their target audience”

"Social media networks are databases of user-generated content that can help marketers understand their target audience."On Marketing Technology MTS: Tell us a little bit about your role at Socedo and how you got here. I am the co-founder and CEO of Socedo. At Socedo, our mission is to help B2B marketers better engage and communicate with their audiences by leveraging intent data from the social web. I’ve been in the social media marketing space for 10 years. My journey as an entrepreneur started out when I was a…

Is All That Big Data Making Your Head Spin?

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…

Interview with Peter Isaacson, Chief Marketing Officer at Demandbase

"The combination of ABM and AI will give marketers the ability to deliver the one thing all marketers crave: a personalized, one-to-one customer experience—at scale."On Marketing Technology MTS: Tell us a little bit about your role at Demandbase and how you got here. I started at Demandbase as Chief Marketing Officer (CMO) in 2014, prior to which I served as CMO at Castlight Health, where I helped scale the company and build the marketing team in advance of an IPO. I’ve also held leadership positions at Microstrategy…

Interview with Venkat Viswanathan, Chairman at LatentView

"I completely believe in team work and a people-driven culture. As a company, we have an extremely collaborative framework and this is the reason we are able to attract, grow and retain talent."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?) For the last 10 years, business analytics and its evolving applications across a variety of industries to create business impact has been my key focus area. It’s also the core of what we do…

10 Key Steps to Total Customer Monetization

When it comes to customer acquisition, best practices abound. While there is tremendous lip service around customer centricity, companies struggle to execute effective customer retention and monetization programs in this era of big data. To help, here are 10 key steps to total customer monetization and effective retention marketing. Know your customer – True identification of customers beyond data and technology challenges. (i.e. Active, Inactive, Loyal, Profitable, Type, Kind, One timer, Lost, VIP etc.) Today it’s…

Interview with Udayan Bose, Founder & CEO, NetElixir Inc

"Never lose sight of the BIG PURPOSE and stay true to your CORE VALUES."On Search Engine Marketing Technology MTS: Tell us a little bit about your role at NetElixir and how you got here. (What inspired you to start NetElixir).   I founded NetElixir with the sole purpose of helping businesses succeed online. In my previous role at PartyGaming I had experienced, first-hand, the challenges behind running and scaling a consistently profitable search marketing program. The balance of strategic management and clinical…

Interview with Bart Heilbron, CEO at BlueConic

"Marketing technology is as much a “people problem” as it is a technology problem: skillsets and organizing for getting the most out of the tech is a major challenge for CMOs."On Marketing Technology MTS: Tell us about your role at BlueConic and how you got here. ( what inspired you to join a martech company) BlueConic is a customer data platform which works for B2B-B2C marketers to deliver equal benefits to our customers. Richer and more actionable customer data helps businesses grow customer loyalty, increase…

NAB 2017, a Showcase for IP Standards

With NAB 2017 almost upon us, it’s a good time to reflect on how far the industry has travelled in the last few months when it comes to standards for IP in the facilities, as well as what visitors can expect from Nevion at the show. The key role of AIMS It’s only 16 months since 5 vendors, including Nevion, came together to found the Alliance for IP Media Solutions (AIMS) to promote open standards in the facilities. At the time, there were initially several competing proprietary standards proposed by vendors. In…

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 Manu Mathew, Co-Founder & CEO – Visual IQ

"It’s important to always move forward knowing the best is yet to come. In the process, always be happy, as nothing else matters."On Marketing Technology MTS: Tell us a little bit about your role at Visual IQ and how you got here. (what inspired you to co-found a martech company) Back in the early 2000s when digital was taking off, I was working on the Vonage account at a leading advertising agency. I was frustrated by my inability to use data to demonstrate how our campaigns impacted Vonage’s overall business goals…