Humans of Martech Por arte de portada

Humans of Martech

De: Jon Taylor Phil Gamache
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  • Resumen

  • Future-proofing the humans behind the tech. Follow Jon and Phil on their mission to help marketers level up and have successful careers in the constantly evolving world of martech.
    ©2024 Humans of Martech Inc.
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Episodios
  • 121: Anthony Lamot: Why we’re all exhausted by marketing emails and what to do about it

    121: Anthony Lamot: Why we’re all exhausted by marketing emails and what to do about it
    May 28 2024
    What’s up everyone, today we have the pleasure of sitting down with Anthony Lamot 🐧, CEO and Co-Founder at DESelect. Summary: From early stage founder advice and keeping up with the galaxy of martech tools to email fatigue and AI’s convergence with neuroscience, this episode journeys through deep marketing space. Anthony gives us practical advice for tracking martech trends but also keeping the timeless fundamentals in mind. We take a pit stop in email marketing land discussing true personalization, engagement tactics without overwhelming users, and if we’re really ready to give the wheel to AI (spoiler, we’re not). We also explored innovative uses of ChatGPT, the speculative future of AI and neuroscience and how to thoughtfully integrate AI into your product.About AnthonyAnthony started his career as a CRM consultant at Deloitte Belgium where he got his first taste of SFDCHe moved over to Waeg (wahg) as a business & tech consultant where he continued advising companies on CRM but also started expanding to martechHe later joined 4C as a Lead Consultant for Marketing AutomationHe took a turn in-house on a 1 year contract as Marketing Automation Lead at Toyota Europe where he rolled out SFMCDuring his consulting years, Anthony teamed up with his friend Jonathan where they met at Deloitte and they each started three startups from scratch, of which the first one was togetherIn 2019, Anthony and his co-founder went all in on their 4th startup; DESelect Today, over 1000 organizations use the marketing optimization platform, including T-Mobile, Volvo and Cornell University and many moreTaking the Entrepreneurial PlungeAnthony was asked about what steps should be taken by those looking to start their own business, and his advice was nothing short of bold: drop everything else and dive in. He likens this to a dramatic moment from history—imagine being at the siege of Troy where the commander torches your only ride home. It's a vivid picture of commitment; there's no going back, so you might as well give this fight everything you've got. This total commitment, Anthony argues, is crucial because it keeps you sharp and wholly focused on your venture.He openly admits that feeling 100% sure of yourself all the time isn't realistic. Doubts creep in, and that's normal. But, Anthony believes in a kind of all-or-nothing approach. It's either you make it, or you don't, and while this sounds stark, it simplifies many decisions and helps keep your spirits up. According to him, being an entrepreneur is about pushing past your comfort zone and constantly dealing with the discomfort of uncertainty.Confidence does more than just keep you moving forward; it's also a beacon for others. When you believe deeply in what you're doing, it shows, and that energy is magnetic. It attracts the right kind of people to your team—those who are not just skilled but who also share your passion and drive.Key takeaway: Dive deep into your entrepreneurial journey with no backups to distract you. This level of commitment sharpens focus and fosters a necessary resilience that not only propels you forward but also draws in a team as dedicated as you are. This combined momentum is often what turns startup dreams into reality.Validating Business Ideas Before CodingAnthony shares a refreshing take on starting a new venture, underscoring the significance of validating an idea before plunging into development. He suggests selling the concept before writing a single line of code, a strategy that contrasts sharply with the more traditional path of product development. This approach involves interacting directly with potential customers to gauge interest and gather feedback, which is crucial for shaping the product in its earliest stages.Drawing from his own entrepreneurial journey with a previous venture, Anthony recalls the pivotal moment he identified a real problem to solve. This insight didn't come from brainstorming in isolation but from his observations while consulting. Noticing marketers' frustrations with certain technical tasks provided the initial spark for his business idea. By focusing on a concrete problem experienced by many, he set a solid foundation for his startup.The true test of his concept came when he leveraged his existing network within the Salesforce ecosystem. By discussing the potential solution with former clients and gauging their interest, Anthony not only reaffirmed the demand but also built initial customer relationships. This method proved powerful when a client's request for a price quote pushed his team towards actual product development—a clear sign that the market saw value in their idea.Key takeaway: Start by selling your idea before you build it. This strategy not only tests the viability of your concept beyond immediate acquaintances but also engages potential customers early in the process. By involving them in the development journey, you can ensure that your product addresses real needs, ...
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    55 m
  • 120: Maja Voje: Untangling Go-to-Market for startup marketers and founders

    120: Maja Voje: Untangling Go-to-Market for startup marketers and founders
    May 21 2024
    What’s up everyone, today we have the pleasure of sitting down with Maja Voje, Founder of Growth Labs and the Author of GTM Strategist. Summary: This episode with Maja is a playbook for startup marketers, growth advisors, early stage founders and anyone curious about go-to-market strategies. We untangle the most popular questions about growing early stage startups, from picking the right early channels and leveraging qualitative insights, to uncovering the limitations of willingness to pay and locking down the moving target of product market fit. We also cover how to overcome biases, leverage intuition and simplify all things go-to-market.About MajaMaja started her career bouncing from government consulting, journalist intern and Program Manager rolesShe then kickstarted her entrepreneurial journey and launched Growth Lab, an early version of her consultancy where she moonlighted as a consultantShe worked at Google on Speech Ops, where she led a team of 9 on a globally coordinated technology development projectShe later worked for various startups across London and Brussels; leading marketing, comms and growth strategy She then worked remotely for a web3 blockchain startup based in Hong Kong and took on the role of CMO where she raised over 20M in growth capital and attracted 16,000 early adopters She’s a mentor at the Swiss Entrepreneurship ProgramShe’s the author of GTM Strategist, a comprehensive guide on launching a new product and gaining PMFToday she’s doubled down on her consultancy Growth Lab where she’s worked with brands like Heineken, Bayer, Miro and ProductLed. She’s also taught Growth principles to more than 50,000 students around the world including employees from Tesla, Apple, Deloitte, Adidas…Maja, what a wild and amazing journey, thanks so much for your time today.What CMOs and Growth Advisors of the Future Should be Doing TodayMaja shares straightforward advice for those setting their sights on a Chief Marketing Officer or growth advisor role: stick with it. Jumping from one project to another without fully engaging in the entire lifecycle—from planning to execution to scaling—might seem dynamic, but it lacks the depth that comes from true commitment. She believes that the real insight into marketing leadership springs from not just launching a product but also from nurturing it and watching it grow to a stage where it can be replicated efficiently and effectively.During the interview, Maja described what she calls a "speed learning period." This intense phase of hard work, though daunting, is invaluable. Here, you're not just working; you're absorbing through active participation. It's a time filled with late nights, teamwork, and, yes, lots of pizza and energy drinks. It's about making the most out of the resources around you—mentors, colleagues, and the safety net of not yet playing with your own money.Maja also touched on the psychological barriers like imposter syndrome that can stunt growth. Her advice? Push past those doubts. Success breeds confidence, and with each win, the blueprint for repeating those successes becomes clearer and more intuitive. She advocates for a mix-and-match approach to professional roles: try a bit of mentoring here, some part-time consulting there, and see what suits you best.She’s passionate about remaining relevant and adaptive in the fast-paced marketing world. For Maja, it’s not just about keeping up; it’s about continuously applying what works on a larger scale and helping more people with those proven strategies. This excitement for her work shines through when she talks about scaling what works and bringing more value to more clients.Key takeaway: To really prepare for a CMO role, immerse yourself completely in projects and embrace the learning that comes with each phase. Avoid hopping too quickly from one opportunity to the next without reaping the full benefits of your experiences. Stay versatile, stay engaged, and remember, adapting proven strategies on a wider scale can amplify your impact and keep your skills sharp in a competitive field.Recognizing the Value of Simplicity in GTM StrategiesWhen Maja talks about marketing strategies, she hits home the need for simplicity. It's easy for marketers, especially the seasoned ones, to fall into the trap of making things more complicated than they need to be. Maja explains that the smarter you get, the harder it can be to keep things straightforward. You start seeing more angles, more risks, and more possibilities, and suddenly, you're stuck—nothing moves because you're overthinking every detail. This is what Maja refers to as the "curse of intelligence." You know so much that it actually starts to hold you back.In her view, one of the biggest hitches in deploying marketing strategies is the sheer overwhelm of options. This often leads to what she describes as "analysis paralysis." You end up doing nothing because you're too caught up in your head, dissecting various ...
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    56 m
  • 119: Adam Greco: The Future of event-based web analytics and the overlapping landscape of data tools

    119: Adam Greco: The Future of event-based web analytics and the overlapping landscape of data tools
    May 14 2024
    What’s up everyone, today we have the pleasure of sitting down with Adam Greco, Field CTO / Product Evangelist at Amplitude. Summary: Adam is a leading voice in digital analytics and he unpacks event-based analytics and how it’s transformed how marketers interact with data. Data tools are complicating the martech landscape with overlapping functionality and confusing terminology so Adam breaks down the nuanced difference between product analytics, customer data infrastructure and ETL. Adam also walks us through how his team combines marketing, product, and experience analytics getting a fuller view that informs smarter, more effective strategies. We also cover the shift to interactive dashboards as well as warehouse native martech and what it means for marketers. Marketers need to work closely with data teams to ensure these new tools are practical without being overwhelmingly complex, allowing them to lead confidently in their industries.About AdamAdam is one of the leading voices in digital analyticsHe’s managed marketing and customer success teams at enterprise companies and consulting firmsHe’s been Senior Director of Marketing and Analytics at Salesforce He spent nearly a decade as a Senior Partner at one of the best-known analytics consultancies in Analytics Demystified where he’s advised hundreds of organizations on analytics best practicesHe’s been a Board Advisor at various well-known startups, analytics associations, capital funds and universities He’s authored over 300 blogs and one book related to analyticsHe’s a frequent speaker at big-name analytics conferencesToday he’s Field CTO at Amplitude, where he focuses on providing content, education, and strategic advice on how to build better productsUnderstanding Event Based AnalyticsAdam unpacks the shift towards event-based analytics, a concept that may seem confusing to those accustomed to traditional digital analytics. He explains that back when the internet was simpler and mostly about websites, tracking was straightforward: look at pageviews and sessions and hope for conversions. But as technology evolved—think smartphones and apps—the old methods became less effective.Mobile apps changed the game. Interactions on these platforms are brief and frequent, shifting the focus from long sessions to brief, meaningful interactions, each marked as an event. Adam points out that his company, Amplitude, was at the forefront of adopting this approach, realizing that tracking every tap and swipe gave a clearer picture of user engagement than the traditional methods.As both websites and apps became integral to user experience, the analytics field faced a choice: stick with the old or adapt to the new. The answer was overwhelmingly in favor of event-based analytics. Major players like Google and Adobe redefined sessions as just another event, creating a unified model that could track interactions across platforms, be they digital or physical, like visiting a store or calling customer support.This evolution means marketers can now see a fuller, more dynamic view of how users engage across different platforms. Understanding that a session is a collection of events, rather than a fixed time slot, offers a richer, more nuanced understanding of user behavior.Key takeaway: Embracing event-based analytics allows marketers to capture the full spectrum of customer interactions, offering a granular view that is vital for crafting targeted, effective marketing strategies. This approach not only keeps pace with the evolving tech landscape but also provides the insights needed to enhance customer engagement and satisfaction.Product Analytics vs Customer Data Infrastructure vs ETLAdam explains the evolving landscape of martech tools, focusing on how they intersect and differ, simplifying a topic that can be quite bewildering for even experienced marketers. Initially, the task for marketers was to employ simple tools provided by companies like Google or Adobe, which handled data collection via embedded codes on websites or apps. These tools offered convenience but at the cost of flexibility and depth in data manipulation.With the advent of more specialized tools, the dynamics changed. Customer Data Infrastructure (CDI) tools like Jitsu, MetaRouter, and Rudderstack focus mainly on collecting first-party data from apps and websites, pushing this information directly into data warehouses. They don’t delve into analytics but excel at gathering clean, structured data.On the other hand, Extract, Transform, Load (ETL) tools such as Airbyte and Fivetran specialize in integrating data from various third-party tools into a central warehouse. They transform the data during this process to ensure it fits well within the existing structures and schemas of a company’s database, enhancing the data’s utility for comprehensive analysis.Customer Data Platforms (CDP) like mParticle and Segment represent a more holistic approach, incorporating features of ...
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    1 h
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