OnBase: Smashing Sales and Marketing Misalignments Ep. 436 | Tales from the frontier of ABM
Episode Summary
In this episode of Sunny Side Up, Chris Moody interviews Brian Kotlyar on today’s challenges and opportunities in B2B marketing. Brian emphasizes the pivotal role of data warehouses in refining marketing strategies, noting that traditional methods are waning in effectiveness. He champions smaller, targeted projects for better risk management and stresses the significance of tailoring strategies to individual needs. Even as technology advances, Brian underscores the enduring value of foundational business skills. The discussion guides B2B marketers, urging adaptability, foresight, and a data-driven approach in the modern marketing era.
About the Guest
Brian Kotlyar is VP of Marketing and Growth at Hightouch, a Data Activation company that helps businesses automatically get their most valuable data into the hands of their business teams. Before this, he was SVP of Marketing at New Relic, where he helped to lead a tripling in growth rate under the watchful eye of the public markets. He has worked extensively in building and growing multiple B2B startups successfully, including Sprinklr, Intercom, and Dachis Group (acquired by Sprinklr).
Key Takeaways
- Achieving growth targets requires revisiting and redefining strategies, especially with old playbooks proving less effective.
- Start small and specific. Initiating projects on a smaller scale allows for better risk management and paves the way for innovative solutions.
- Massive system-wide projects often fail due to their complexity and need for clear direction.
- Data warehouses can efficiently ingest and manage vast amounts of data, making them invaluable for B2B marketing.
- Tailoring marketing strategies to individual or account-specific needs can significantly improve outcomes.
- Sometimes, the most effective solutions are straightforward and don't require overly complex technological implementations.
- Innovative data utilisation can lead to impressive efficiencies and results even with limited resources.
- Properly used, data can replace the need for large teams or budgets by automating and optimising processes.
- Thoughtfully constructed advertising campaigns with a data-backed foundation can achieve remarkable cost-effectiveness.
- Don 't be confined to conventional B2B platforms; explore and leverage B2C platforms for targeted advertising when the data supports it.
- Ground all strategies and innovations in reliable data, using it as a foundation to build upon.
- Despite technological advancements, specific fundamental business and marketing skills remain crucial.
- Marketers should focus on future outcomes, understanding that today's efforts will yield results in the longer term.
Quote
"If you're not figuring out how to build up a deep well of first-party data, manipulate it, and then use it to resurrect old tactics and invent new ones, You're in some trouble." – Brian Kotlyar
Managing Oneself by Peter F. Drucker
Shout-outs
François Dufour – Marketing Partner and CMO in Residence at Decibel Partners
Manav Khurana – Chief Product Officer at New Relic, Inc.
Connect with Brian Kotlyar | Follow us on LinkedIn | Website