Banner Before Header

“I see an AI-centric world full of opportunities, more than challenges”

"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…

Interview with James McDermott, CEO and Co-Founder at Lytics

"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…

Interview with Dror Ginzberg, Co-Founder & CEO at Wochit

"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…

Interview with Nicole Amsler, VP, Marketing at Cloudinary

"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…

The Fearless Girl Campaign: She’s Fearless, but Is She Priceless?

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?…

Interview with Mike Colombo, Chief Marketing Officer at Cloudwords

"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…

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 Penny Wilson, Chief Marketing Officer at Hootsuite

"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…

Why are Brands Still Failing at Targeted Marketing?

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…

Interview with Jennifer Grant, Chief Marketing Officer at Looker

"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 Joins Facebook and Instagram Marketing Partners Program

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…

Interview with Sharat Sharan, President, Co-Founder & CEO at ON24

"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…

Interview with Agata Celmerowski, VP Marketing at Klaviyo

"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…

Interview with Jennifer Shambroom, Chief Marketing Officer at YouAppi

"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,…

Chatbots Market Estimated to Touch 3 Billion Dollars by 2021

A report by research firm MarketsandMarkets has claimed that the market for Chatbots is expected to grow from USD 703.3 million in 2016 to USD 3,172.0 million by 2021, at a Compound Annual Growth Rate of 35.2%. The major drivers for the upsurge in demand for chatbots include increasing penetration of websites and mobile applications, proliferating demand for intelligent customer engagement, strong need to understand consumer behavior, and adoption of cloud-based technology. Software to hold the largest market share…

Interview with Cameron Avery, CEO at Elastic Grid

"I’ve always liked American writer Elbert Hubbard’s saying, “Don’t take life too seriously. You’ll never get out of it alive. “…I’ve had a lot of great advice, but this one always makes me smile."MTS: Tell us a little bit about your role and how you got here. (what inspired you to start a MarTech company) I’m the CEO and founder of Elastic Grid. We started life more than 16 years ago as Elastic Digital, a creative agency for large B2B IT Vendors (Symantec, VMware, NetApp etc.) in Sydney, Australia. The inspiration to…

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 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…

Interview with Andrew Humber, Vice President of Marketing – Webscale

"Embrace positive change! As marketing professionals, the concept of trial and error is, or should be, baked into your DNA."On Marketing Technology MTS: Tell us a little bit about your role and how you got here. I’ve been neck deep in tech for more than 20 years, and wouldn’t have it any other way. I started out at a small marketing and PR agency in London back in 1996. After a move in-house, I ended up spending 10 years at NVIDIA working with, and learning from, probably the best technology marketing people in the…

Three Dangers of Affiliate Marketing and How to Avoid Them

The affiliate industry is nuanced. There are many players, layers, and moving parts. While some of these nuances are what make the affiliate model unique and valuable, such as connecting compensation to outcomes, there are others that are less desirable. What’s more is that, if a company is unaware of them, they risk damaging their brand. For companies to take full advantage of the opportunity and return on investment that an affiliate program is capable of producing, they need to understand and recognize certain aspects…