As part of our SEJ interview series, I recently caught up with Chris Golec of Demandbase to discuss what’s going on in the marketing software space.
Chris shares what he believes are some of the key advancements in the marketing software space, as well as how to overcome some of the greatest challenges.
Hear what he has to say in the video below:
Here are some key takeaways from the video:
- There are a lot of different technologies coming together, primarily advertising technologies with marketing technologies. The B2B segment is being underserved by today’s marketing technologies.
- Some of the most important advances right now, Chris says, are people taking action and not sitting back. Businesses are testing things and figuring out ways to do things faster and with greater efficiency.
- Chris cites DocuSign as an example of a company that is doing exceptionally well in the marketing technology space, which he attributes to the personas they have developed for their customers, as well as measuring the results of their campaigns against those personas. DocuSign has also invested heavily in over a dozen different technologies, and they are getting the maximum value out of their investments.
- One of the challenges in the marketing software space is encouraging and helping customers embrace the new opportunities provided by advancements in software. Something Chris has done to overcome that challenge is build a strategic services team specifically for helping agencies who use his software figure out how to build a campaign strategy all the way from advertising to a closed deal. Helping to educate and train agencies how to use software is Chris will continue to focus on.
Please visit SEJ’s YouTube page for more video interviews.