Shigeto Miyamoto | Bristol Myers Squibb

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What are the key priorities for a MarTech stack optimisation strategy to achieve?

– Drive pipeline growth or acceleration.

What would your company use AI the most for?

– Create scaled hyper-personalised content.

What are the major roadblocks in trialling the new innovations in marketing technologies?

– Complexity.

How important is data in making marketing decisions and engaging customers?

– Very important – I always leverage data 100% of the time.

How do you see the skillsets needed for the marketing profession changing?

– Fail forward – ability to fail quickly at a small scale and attempt bigger.

With the recent developments and incorporation of technology, should we still perceive marketing as a social science?

– Social science and art of human interaction.

If you had to build a marketing strategy at your organisation for 2021 from scratch, what type of partners would you look for to collaborate?

– A creative agency who can partner with us in iteration from design to validation with customers.

Can new partnerships help shift the mindset from a product-centric model to more customer-centric?

– Hopefully. We can only have high hopes. It is up to customer on this part as well.

How do you maximise cross-team communication with new MarTech tools?

– It is about mindset and the tool leverage only what we aim at.

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Read the thoughts of Harris Muhammad on MarTech Stack and Marketing Strategies, as part of the MarTech Thoughts series.

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