Whitney Abigail James | Koinly

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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.

– Develop data-led marketing campaigns.

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

– Inability to build a business case to release funding.

What are some of the significant changes to your customer outreach and retention strategies and how has it impacted the growth plan for upcoming years?

– We have more technology and tools to make cost-effective decisions and to increase top of funnel pipeline growth. Remarketing and personalisation.

At your organisation what tasks in marketing are good to automate and what tasks still need a human touch?

– Admin

– Outreach

– Automated email sequences

Onboarding still needs a human touch.

How do you balance experimenting with new technologies vs investing in current technologies that you already utilise?

– Dedicate time and resources to experimenting rather than fitting into generalist existing marketing roles.

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

– More digital skills are needed. Increasing need for creative team members.

With more consumers being conscious of their data being shared, how do you overcome the growing concern?

– Better user profiling. 

– More specific personas. 

– Emphasis on building a brand as an acquisition channel.

Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why?

– Engagement. We are focused heavily on retention and acquisition.

What will be the next evolution in marketing technology that we can expect in the coming years?

– The metaverse and new channels opening up here.

What are the key challenges when it comes to implementing Chatbots for the first time?

– Bridging the gap between tech and humans seamlessly without losing potential leads.

What is the best use of technology you have seen during this time of crisis?

– Custom web pages based on data.

With the advancement of AR & VR, how do you see these being utilised in digital storytelling?

– New advertising channels. 

– Getting closer to consumers.

– More immersive experiences.

Do you think people take influencer posts with a pinch of salt?

– No – e-commerce and B2B see real success.

How do you attribute sales to influencer marketing?

– Awareness.

– Discount codes.

– Dedicated landing pages.

– Traffic surges.

What are the top 3 things in your checklist when choosing the right influencer to work with?

– Size.

– Engagement metrics.

– Strength of niche.

What are the roadblocks to implementing gamification?

– Lack of Expertise.

What challenges do you see in processing data coming from different sources?

– Time to pull data is a pain.

What data enrichment strategies can you suggest that work effectively from your experience?

– Clearbit. 

– Surveying. 

– Quizzes.

What are your views on having a single stack? (e.g. Google or Adobe vs a mix of best stacks for each function)

– Against, none of them are strong enough alone.

What’s the best approach/tools to understand customer pain points? Especially when the survey response rate is low.

Direct calling and outreach.

What are the best social listening tools and strategies?

– Sprout social.

– Talkwalker.

– Brandwalker.

How do you keep abreast of all the latest MarTech out there?

– Newsletters.

– Conferences.

– LinkedIn.

– Internet.

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