Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Ashleigh Johnson, Marketing Technologist at Microsoft. Summary: Ashleigh gives us a glimpse into the enterprise world of martech, and it might not be what you’re expecting. She emphasizes embracing the unexpected by seeking diverse roles and rotational programs. Building a personal network within large organizations like Microsoft is crucial for navigating corporate silos. Curiosity and people skills, including shadowing colleagues and effective communication, are paramount. Ashleigh highlights the need for robust documentation and the strategic use of AI for routine tasks to boost productivity. Finally, she advocates for marketers to lead AI deployment, ensuring flexibility and innovation by empowering tool owners to make technology-driven decisions.About AshleighAshleigh started her career at Trend Micro, a global cybersecurity company as a Sales and Marketing Associate with rotations as a Lead Qualification Rep, then a Marketing Coordinator and finally a marketing Ops and Automation associateEventually she would get promoted to Marketing Automation Manager where she was responsible for all things building, QA and campaigns across a variety of martechShe then took on the role of Senior Marketing Operations Manager at Cornerstone OnDemand, a talent experience platform where she rolled out a Content Intelligence tool and a Webinar engagement platformToday Ashleigh is Marketing Technologist at Microsoft on their Platform Operations team where she strategizes and consults on how the martech stack is used across different workstreams of the businessEmbracing Openness in Marketing CareersAshleigh highlights the significance of being open-minded in the marketing industry. She reflects on her early career, noting that she had no idea what martech was when she started. College had prepared her for traditional marketing roles—branding, PR, content management—not martech. She envisioned a straightforward path in these areas but ended up somewhere entirely different.Her entry into martech came by chance, thanks to a rotation program at Trend. This experience unveiled a whole new side of marketing she hadn’t considered. Ashleigh stresses that there’s much more to marketing than what college teaches. She urges young professionals and students to stay open to various roles and experiences.Ashleigh advises against the narrow approach of targeting only specific job types based on college education. She encourages a broader perspective, exploring different facets of marketing, and being receptive to opportunities that might initially seem outside one's defined path. This openness can lead to surprising and rewarding career paths, as it did for her.Her journey exemplifies the benefits of keeping career options open and exploring the full spectrum of the marketing industry. By stepping outside conventional boundaries, one can discover new and exciting opportunities in martech and beyond.Key takeaway: Embrace the unexpected by diversifying your job search beyond traditional roles. Actively seek out rotational programs or internships that expose you to different facets of marketing. This strategy will help you uncover hidden opportunities and potentially lead to a more fulfilling and dynamic career path.Navigating Martech Silos at Giant CorporationsWorking at a behemoth like Microsoft offers a unique perspective on martech operations. Ashleigh, who has been with the company for two and a half years, admits that the scale still overwhelms her. Coming from smaller enterprises where she handled marketing operations for the entire company, the shift to Microsoft’s segmented structure has been significant.At her previous companies, Ashleigh was part of small, global marketing ops teams, typically ranging from three to seven people. These teams managed the martech stack across the entire organization. In stark contrast, Microsoft’s martech environment is vast and compartmentalized. Multiple teams handle different aspects, and Ashleigh often finds it challenging to keep track of all the players and their roles.Ashleigh's current role focuses on supporting enterprise cloud products and services, specifically in a pre-sales capacity. There are separate teams for post-sales, gaming, hardware, and other areas, each with their own martech stacks and operations. The sheer size of the company means that even after years, she doesn’t know all the teams or their specific functions.Adjusting to this environment has required a significant mindset shift for Ashleigh. She’s accustomed to having a comprehensive view of martech operations, working closely with marketing and sales, and understanding the big picture. At Microsoft, she’s had to accept a more siloed view, focusing on her specific area and recognizing that she won't have visibility into all parts of the company. It’s a continuous learning process, and embracing this limited scope has been a significant adjustment.Key takeaway: When transitioning to a larger organization, prioritize building a personal network within your company. Regularly schedule coffee chats or brief meetings with colleagues from different teams to understand their roles and how they intersect with yours. This will help you navigate the segmented structure and foster a more collaborative and informed working environment.Why Microsoft’s Fast-Paced Culture Beats the Slow Corporate MythAshleigh values the collaborative culture at Microsoft. One of her favorite aspects is working with diverse teams and individuals. In such a large organization, there’s a role for everything, which means constantly interacting with new colleagues. This variety keeps her projects dynamic and introduces her to smart, creative minds across different domains.When addressing common criticisms of enterprise environments, Ashleigh counters the notion that things move slowly. Contrary to the stereotype, she finds Microsoft’s pace anything but sluggish. There’s always a project in motion, and new initiatives constantly arise. This fast-paced environment ensures that her work remains engaging and ever-evolving.Another positive is the breadth of experience she gains. Unlike the narrow focus some might expect, Ashleigh’s work spans various aspects of martech. Her background in events has expanded to encompass broader martech roles, offering her new perspectives and skills outside her previous specialization. This variety keeps her job interesting and allows her to grow continuously.The enterprise environment at Microsoft provides Ashleigh with both depth and breadth in her career. She appreciates the chance to collaborate with a wide range of professionals and tackle diverse projects, all while maintaining a fast-paced, stimulating work environment.Key takeaway: To maximize your growth in a large organization, actively seek out cross-functional projects that require collaboration with different teams. This approach will not only broaden your skill set but also help you build a diverse professional network, keeping your work dynamic and your career development continuous.Why Curiosity Outranks Experience in Martech CareersCuriosity has been a cornerstone of Ashleigh's career in martech. She attributes much of her success to her insatiable curiosity and willingness to figure things out on her own. Unlike traditional roles with clear guidelines, martech often lacks a roadmap. This absence of predefined instructions demands a curious mindset, constantly seeking to understand how tools and technologies work.Ashleigh enjoys shadowing senior team members, a practice she values dee...

In this conversation, Siobhan Solberg, a data privacy consultant and former classical musician, delves into the complexities of ethical marketing. She highlights how cultural differences shape privacy perceptions between the U.S. and EU, and emphasizes the need for empathy in data practices. Siobhan advocates for collaboration between marketing and legal teams for compliance, while urging marketers to focus on meaningful engagement over precise metrics. The discussion also touches on the implications of AI in marketing and the importance of transparency and trust in consumer relationships.

Sam Oh, VP of Marketing at Ahrefs and SEO expert, shares insights on navigating the digital marketing landscape. He emphasizes the importance of SEO fundamentals and understanding user intent, especially as AI tools like ChatGPT disrupt traditional search behaviors. Sam advocates for a diversified content strategy across multiple platforms and careful integration of AI in content creation. He also explores finding work-life balance, the value of product quality, and how a positive morning routine can enhance productivity and well-being.

Former CPO at Eventbrite, Casey Winters, discusses why engineers should focus on product and data, while leveraging specialized martech vendors. Building in-house martech tools is discouraged for marketers and engineers due to scalability and UI issues. The collaboration between engineers and marketers is essential for effective martech implementation, debunking the notion that martech is only for engineers. The podcast also explores the growth of martech as a category and the importance of cross-functional collaboration in the industry.

What’s up everyone, today we have the pleasure of sitting down with Vish Gupta, Marketing Operations Manager at Databricks. Summary: This episode with Vish is jam packed with advice for marketers making their way through the martech galaxy. We touch on the pitfalls of Frankenstein stacks and the perks of self-service martech. Vish explains why martech isn't just for engineers and highlights the efficiency of customized Asana intake forms. We also tackle the dangers of over-specialization for senior leaders. Additionally, we explore the intersection of martech and large language models (LLMs), providing insights on how to stay ahead in the evolving landscape.About VishVish started started her career as a Business Analyst in sales ops at Riverbed, a network management companyShe later joined Redis Labs – a real time data platform – as a Marketing Coordinator and got her first taste of analytics and reporting covering social, paid and eventsShe had a short contract at Brocade where she was Marketing Ops specialist and worked closely with their data science team to develop marketing reporting using BIShe then joined VMware, the popular virtualization software giant just before they were acquired by Broadcom. She was both a marketing analyst and later shifted to Growth Analyst where she focused more on Go to market strategyToday Vish is Marketing Operations Manager at Databricks, a leader in data and AI tech valued at more than 40BInfluences from a Tech-Infused ChildhoodVish’s upbringing in a tech-savvy household shaped her career path significantly. Her parents, immigrants from India, transitioned into tech for better opportunities, despite initial dreams of cricket and architecture. This drive for a better lifestyle through technology was a core narrative in her family.Interestingly, Vish initially rebelled against this tech-centric world. She pursued psychology, striving to carve out her unique path. However, practicality led her back to tech, aligning her career with her desired lifestyle. This shift wasn't romantic but highlighted her adaptability and strategic thinking.Her parents' relentless upskilling and enthusiasm for technology left a lasting impression. Their constant engagement with new tools and innovations inspired Vish to embrace learning and staying current with tech trends. This mindset proved invaluable in her role at Databricks, where technological adeptness is key.Growing up in Silicon Valley provided Vish with a unique network and role models in tech. This environment, combined with her parents' stories and actions, underscored the importance of tech as a vehicle for advancement and success.Key takeaway: Vish's tech-centric upbringing, driven by her immigrant parents' pursuit of better opportunities, significantly shaped her career. Despite initially rebelling by studying psychology, practicality led her back to tech, showcasing her adaptability. Her parents' continuous upskilling inspired her commitment to learning, crucial in her role at Databricks.Why Your Frankenstein Martech Stack is Sabotaging Your SuccessA Frankenstein martech stack is like a tech monster stitched together from mismatched parts, always on the brink of chaos. Avoiding the creation of a Frankenstein stack is challenging for any marketing operations team who is trying to stay on top of new tools. Vish’s mantra is that tools are not problem-solvers on their own; people and processes are the real drivers of solutions.She’s a big proponent of understanding the role each tool plays within the organization. It's crucial to ask, "What is this tool doing?" If a tool isn't effectively serving a business purpose or hasn't been adopted well, it might be time to retire it. Simplification is key before automation. An overly complex or constantly changing process isn't a good candidate for automation.Vish points out a common misconception: the belief that automating everything is the ultimate solution. In reality, automating a clunky or inefficient process can exacerbate issues rather than resolve them. The focus should be on simplifying processes first. Only after streamlining should organizations consider tools that enhance efficiency.In practice, this means critically assessing each tool's contribution to the business. If a tool no longer serves its purpose or complicates processes, it's time to reconsider its place in the stack. Automation should follow simplification, ensuring that processes are as straightforward as possible before adding layers of technology.Key takeaway: Simplification should precede automation. Marketers must critically evaluate their tools and processes, focusing on streamlining before leveraging automation. This approach prevents the creation of a cumbersome, Frankenstein-like martech stack—a tech monster stitched together from mismatched parts, always on the brink of chaos.Empowering Campaign Ops with Self-Serve ModelsSetting up self-service models for campaigns is like to an all-you-can-eat buffet, where the food is already prepared, and you simply pick and choose what you want. In the realm of campaign operations, enabling self-service means providing users with the right tools and training, allowing them to be effective without the need for constant support.One such tool, Knak, plays a pivotal role in this self-service approach for Databricks. Vish explains that Knak allows users to create emails independently without needing to delve into their automation platform. This system keeps users out of the intricate details of their MAP, reducing the burden on the marketing operations team while still enabling efficient email creation. By using Knak, the process is streamlined: users work within Knak, sync their work to their MAP, perform quality assurance, and then execute their campaigns. This seamless integration not only simplifies operations but also enhances efficiency.Vish highlights the potential pitfalls of a full self-service model, where multiple users could potentially create chaos within their MAP. Instead, she advocates for a balanced approach, where specific components of the campaign process are made self-service. This method provides a win-win situation for both the operations team and the front-end users. The key is finding tools that allow for this partial self-service model, thereby maintaining control while empowering users.Knak was introduced to replace a previous tool that failed to meet expectations. Vish was part of the decision-making process, although the team had several champions for Knak and a supportive leader confident in their ability to select the right vendor. This collective decision-making and confidence in the tool have led to a successful implementation, demonstrating the importance of team involvement and leadership support in adopting new technologies.Key takeaway: Empowering users with the right self-service tools like Knak can streamline campaign operations and reduce the burden on the marketing team. A balanced approach to self-service can prevent chaos while maximizing efficiency.Why Martech Shouldn't Cater Exclusively to EngineersWhen asked if martech is really geared towards engineers, Vish provided a nuanced perspective. She finds the notion that martech should cater exclusively to engineers rather unsettling. For Vish, her expertise lies in mastering popular systems like Marketo and HubSpot, not engineering. She raises a compelling point about the value of specialized martech knowledge, emphasizing that the real worth of a martech professional is their ability to understand and implement what marketers need, not merely to build systems from scratch...

Carmen Simon, Chief Science Officer at Corporate Visions and Brain Science Instructor at Stanford CS, discusses using brain science to create memorable content. Topics include embodied cognition, deviating from expected patterns in AI, making data impactful, and the future of neuroscience in marketing.

What’s up everyone, today we have the pleasure of sitting down with Michael Rumiantsau, Co-Founder and CEO at Narrative BI. Summary: This episode delves into the future of Business Intelligence, highlighting AI's role in democratizing data for marketers, automating insights with LLMs, and the importance of anomaly detection. Michael’s on a mission to make data insights accessible and useful for everyone, not just experts, by leveraging AI to provide tailored, easy-to-understand insights that boost decision-making. The episode also discusses how proprietary data gives companies a competitive edge in the AI market by refining models and creating tailored solutions, while well-structured data sources enhance natural language query tools. Anomaly detection is crucial for quickly identifying issues and uncovering new opportunities, with tools like Narrative BI automating alerts for unusual patterns, reducing the need for constant monitoring, and enabling more strategic decisions. Michael explains how Narrative BI, an augmented analytics platform, not only presents data but also provides context, explains trends, and suggests actionable steps, helping marketers focus on significant changes and improve performance.About MichaelMichael started his career as an electronics engineer and then a backend software engineer where he dived into web dev, db management and API integrationsHe later took on the challenge of being CTO at an IT startup called Flatlogic based in BelarusHe then moved to San Francisco and founded a web and mobile dev consultancy which he ran alongside co-founding a natural language search startup called FriendlyData with a mission of democratizing access to data He went through 500 Startups, a VC seed fund acceleration programFriendlyData was acquired by ServiceNow in less than 3 years and Michael went on to join the company in a central product role to help develop their Natural Query Language AI toolHe’s also an investor at founders.ai, a startup platform for disruptive SaaS productsHis latest entrepreneurial endeavor is Narrative BI, a generative analytics platform that helps growth teams turn raw data into actionable narrativesDeciding When to Commit Fully to Your StartupStarting a business varies greatly depending on personal circumstances. Michael explains that while it might be easier for a young, single entrepreneur to take the plunge, it's a different story for someone with a family. Despite these differences, one thing is clear: at some point, you must go all in. Without full commitment, building something substantial is unlikely.Michael highlights the need to have "skin in the game." This means demonstrating serious commitment, which can convince others to support you. Investors, for example, are more likely to back someone who has shown they are fully invested. For Michael, this commitment meant leaving a secure, high-paying job and investing his own money into his venture, Narrative BI.Michael’s story shows the kind of dedication required. He left behind a seven-figure salary to pursue his startup. This kind of personal risk can be a powerful motivator and a strong signal to potential investors and team members. Making the transition from a stable job to a startup isn’t just a career move; it's a significant life decision that requires careful thought and total commitment.Key takeaway: Aspiring founders need to move from part-time dreamers to full-time entrepreneurs. Taking this leap is crucial for success. Without it, the foundation of your startup may remain weak. It’s about believing in your vision enough to put everything on the line.Encouraging Entrepreneurial Spirit in EmployeesMichael isn’t on his first entrepreneurial venture. He believes expecting startup employees to match a founder's dedication is unrealistic. Founders often work around the clock due to their significant equity stakes, but employees with smaller shares shouldn't be pressured to do the same.Michael values his employees' time and boundaries. He doesn't track how many hours they work, focusing instead on their contributions. This approach creates a healthier work environment, where employees feel appreciated for their results, not just their hours.He also encourages side hustles. For Michael, these ventures aren't distractions; they're sources of valuable experience that can benefit the company. His small team of eight includes individuals with diverse entrepreneurial backgrounds, with many already engaged in other income-generating activities. Michael sees this diversity as an advantage, bringing fresh ideas and perspectives to the company. This is a refreshing perspective coming from a founder and not shared by everyone. Shopify CEO for example is well known for discouraging side hustles and expects unshared attention from his team.Michael takes pride in his employees' entrepreneurial efforts. If someone leaves to start their own company, he sees it as a success and supports them fully. By fostering an entrepreneurial spirit, he believes his team becomes more innovative and motivated.Key takeaway: Supporting employees' side hustles and respecting their work-life balance can lead to a more innovative and motivated team. Encouraging entrepreneurial efforts within the team benefits both the company and the individuals, fostering a culture of mutual growth.Future of Business IntelligenceBI is here to stay. Michael points out that despite its $30 billion market size and growing influence, BI tools are still primarily designed for data specialists. In even the most advanced tech companies, adoption rates hover around 20-25%, leaving a vast majority of knowledge workers without direct access to valuable data insights.Michael sees a significant opportunity in democratizing BI. He believes every knowledge worker should access data insights, regardless of their technical background. This can be achieved through automated or AI-generated insights, making data more accessible to those who make critical business decisions but lack deep data expertise.Discussing dashboards, Michael notes their static nature as a limitation. Traditional dashboards rely on predefined metrics and queries, which can miss the nuances of a constantly evolving business environment. The static approach often results in overlooked insights that could be pivotal.Michael envisions a future where BI tools are dynamic, AI-powered, and user-friendly. This would allow real-time insights tailored to specific roles and individuals, enhancing decision-making processes across all organizational levels. By enabling a broader audience to harness the power of data, the potential impact of BI could be far greater than ever imagined.Key takeaway: The future of BI lies in making data insights accessible and actionable for all employees, not just data experts. Embracing AI-powered, dynamic tools can help businesses stay ahead by providing real-time, personalized insights, fostering a culture of informed decision-making.AI's Role in Democratizing Data for Knowledge WorkersMichael acknowledges that while BI tools are a boon for data enthusiasts, their complexity often hinders wider adoption among knowledge workers. Even with advanced natural language query tools, users need to understand database structures, table names, and relationships. This level of data literacy is uncommon among marketers and executives, creating a significant barrier.AI offers a promising solution to this challenge by proactively generating insights. Instead of waiting for users to ask specific questions, AI can analyze data trends and patterns to provide pers...

Michele Nieberding discusses the transition from sales to product marketing, focusing on ethical marketing, server-side data processing benefits, and the integration of marketing with data science. She emphasizes the importance of consent management and enhancing first-party data for consumer trust in modern marketing.

Angela Cirrone, Senior Director at Optimizely, discusses her journey from dental assistant to marketing ops, emphasizing curiosity's role in success. She shares insights on platform migrations, martech minimization, and the convergence of martech and analytics in MOPs.

What’s up everyone, today we have the pleasure of sitting down with Andrea Lechner-Becker, mostly retired CMO and Novelist.Summary: Andrea takes us on a wild ride filled with nuggets of wisdom, a few f-bombs and tons of laughs as she unpacks her deep understanding of marketing. Together, we explore how storytelling breathes life into content and why true enthusiasm for a product can transform marketing strategies. We navigate the crucial skills of recognizing patterns and forming strategic partnerships with finance departments. Andrea also sheds light on how flawed attribution methods can lead marketers to do dumb things, why investing in branding from the outset is table stakes and why marketers have what it takes to be outstanding martech sales reps.About AndreaAndrea started her career in martech as a database marketing coordinator at the Phoenix Suns NBA basketball team She later joined a 2-year old marketing automation consultancy called LeadMD. She would quickly get promoted to Principal, VP - Marketing Service and later CMO when the company was acquired by another agency and rebranded as Shift ParadigmThrough the consultancy, Andrea’s helped huge brands like Adobe, Atlassian, Drift, TealiumShe also ran marketing at Toolio before leaving her successful career as a marketing exec and going back to her entrepreneurial routes creating uncommonly good contentShe’s the Co-Host of OWNED podcast by AudiencePlusShe wrote the Practical Guide to B2B Event SponsorshipShe’s also written an intensely emotional and powerful fiction story called Sixty Days LeftThe Impact of Fiction on Real-World IssuesAndrea’s insight into the world of writing and fiction is both refreshing and straightforward. She starts by debunking the myth of the "aspiring" writer—declaring that anyone who writes is indeed a writer. This simple yet powerful affirmation encourages daily writing as a practice, not just a hobby, and stresses that writing is accessible to everyone, regardless of their goals.The creation of her novel, Willow, stems from her fascination with America’s Death with Dignity laws, a subject she finds both philosophically intriguing and politically complex. These laws allow terminally ill patients to end their lives under medical supervision, a right given more commonly to animals than to humans. Andrea's story sheds light on this contentious issue by weaving it into the fabric of her characters’ lives, making it more approachable and understandable.Through Willow, Andrea not only educates her readers about a delicate topic but also challenges them to rethink their positions. She shares feedback from readers who have shifted from staunch opposition to a more supportive stance—or at least to a reconsideration of their views—after connecting with her characters' journeys.Key takeaway: Fiction isn't just for entertainment; it can be a formidable ally in influencing public opinion and sparking debate on critical social issues. For marketers, Andrea's approach underscores the effectiveness of storytelling as a means to connect with audiences on a deeper level. By embracing narratives that reflect real-world challenges, marketers can create campaigns that resonate more profoundly with their audience, encouraging both engagement and reflection.How to Create More Compelling Content and MessagingAndrea emphasizes the importance of going back to the basics in marketing, focusing on genuine human connections rather than overused jargon and AI-powered embellishments. She critiques the current state of B2B marketing, noting that many companies sound alike because they fail to make an effort to stand out. Drawing from Maslow's hierarchy of needs, Andrea highlights how understanding basic human motivations can enhance marketing strategies. She believes that businesses often overlook the importance of connecting on a personal level with customers, colleagues, and bosses.Her experiences at networking events reveal a lack of genuine engagement, prompting her to use specific conversational tools to foster meaningful interactions. Andrea uses a set of questions designed to deepen connections, which she adapts from psychologist Art Aaron's research. These questions help her navigate social interactions more effectively, especially as someone who identifies as introverted.Andrea argues that the lackluster approach to B2B marketing stems from a fundamental misunderstanding of marketing by those at the helm, particularly in large enterprises. She points out that many CEOs, often with backgrounds in finance rather than marketing, fail to grasp the essence of effective communication and its impact on sales and customer engagement. This gap in understanding leads to marketing strategies that do not resonate on a human level.She stresses the importance of conveying the 'benefit of the benefit' in marketing messages, using B2C strategies as a successful example. Instead of selling a product, companies should focus on selling the lifestyle or emotional benefits that the product enables. This approach is often neglected in B2B settings, where the focus might be too narrow or technical.Key takeaway: To stand out in the saturated B2B market, companies must prioritize genuine human connections and understand the underlying human needs of their audience. Marketers should strive to communicate not just the functional benefits of their products but also the emotional peace of mind they provide. By doing so, they can create more compelling, memorable marketing messages that resonate deeply with their customers, enhancing both engagement and loyalty.The Magic of Marketing is Genuine Product EnthusiasmAndrea vividly recalls her journey through the marketing world, from her educational roots to the exhilarating rush of launching campaigns and seeing the immediate impact of her work. With a twinkle in her eye, she talks about the magic of marketing—connecting people to products they'll hopefully love as much as she does. Even though she's stepped back from the front lines, her heart remains tied to the craft.After leaving a high-paced role, Andrea found joy in the simple pleasures of life, like spending time with her dog and tending to her orange trees. Yet, she still dedicates part of her time to sparking career growth in others through social media, teaching job seekers how to think of themselves as products ripe for the job market. Her methods are reminiscent of building a SaaS product—meticulous, thoughtful, and always aiming for scalability.Andrea's story is peppered with anecdotes of her early days in a dog art gallery, where she first realized the power of marketing. She could see the light in people’s eyes as they found joy in the art pieces she presented. This foundational experience shaped her belief that marketing, at its core, is about sharing passion. Whether she was working in a gallery or a tech firm, the essence of her approach didn’t change.Reflecting on her career, Andrea points out the profound impact passionate marketing has had on her colleagues' lives—transforming careers, enabling dreams, and changing life trajectories. It’s clear she sees marketing not just as a job but as a vital part of living a fulfilled life, a channel through which one can make a significant difference in both personal and professional realms.Key takeaway: Embrace the essence of marketing by sharing your genuine enthusiasm for the products or services you represent. This authentic connection not only enhances your marketing effectiveness but also enriches your professional life and touches those around you. Andrea’s story is a powerful reminder that at the heart of successful mark...