Home > Companies > Thought Leaders > Khronos Founder Daniel Englebretson predicts the rise of AI to result in consumers expecting more tailored experiences

Khronos Founder Daniel Englebretson predicts the rise of AI to result in consumers expecting more tailored experiences

Daniel Englebretson, Founder of Khronos, talks about how he levered his experience, and the opportunity that ABM represented, to scale his company. Read on to know more about his thoughts about the impact of AI on the ABM landscape, his approach to market research and how he became a voice in the ABM community.

There is a disconnect between what the C-suite wants to see and what good marketers believe to be the future of measurement.

MEDIA 7: Thank you so much for doing this with us! Before we dig in, our readers would love to learn a bit more about you. Can you please tell us a story about what brought you to this specific career path?
DANIEL ENGLEBRETSON: When I was an undergrad, I took the 8 am session for my capstone marketing course because I worked during the day. There were only 6 people in the class. As a result, I worked directly with the professor and lead a team project that built a marketing plan for 11 educational non-profits in the community. That project went on to win 1st place in a research expo and ultimately connected me with the CEO of a local company who was interested in transforming his organization marketing to be more “modern.” I took that job and worked directly for the CEO and sat in between sales and marketing, where I had marketers and salespeople reporting to me. Fast forward my career and I was recruited to do the same thing for 2 Fortune 500 manufactures and eventually landed at a hypergrowth startup with the same mission.

After building and scaling demand generation, working at the direction of the C-suite in each case, I had a ton of hands-on experience, a relatively large budget, and a fair amount of top-down support. Along came ABM and I had the budget, buy-in, and scale to be an early pioneer. So, with a lot of hard work, and some lucky timing, I became a voice in the ABM community. In 2019 I decided to start my own company, leveraging my experience and the opportunity that ABM represented to scale Khronos to where it is today.


M7: What are some of the marketing solutions that Khronos provides their clients to improve their ABM outreach and digital demand generation turnover?
DE: As a long-time B2B demand generation practitioner, I’ve lived the pain that so many marketers live. Bad data, poor alignment, ambiguous results, sudden change in strategic direction – all of these are symptoms of traditional demand generation, for which ABM delivers the frameworks to solve. Khronos was purpose-built to solve the most common problems that a practitioner faces when scaling ABM. We install the process and technology while simplifying the approach to focus on establishing the minimally-viable foundations first so that we can ultimately move faster and more efficiently in the long run.

To that end, we address the personas, position, and ideal customer profile work first, which establishes who we want to target and what we want to say before the program begins. From there, we install the CRM, MAP, and ABM tech required to execute the program, which eliminates the integration challenges and mitigates many of the data problems. Lastly, we build and scale the BDR teams that manage the outbound sequences and action the data produced by the campaigns, reducing the opportunity for alignment gaps and delivering more actionable output for sales teams.

Read More: BROADWai’s Co-Founder and CEO Micah Hollingworth says their solutions ‘allow businesses to focus on higher-value work’


The best programs, and the best marketers, have built their success on the back of rapid iteration and a long history of testing, learning, and continuously improving.



M7: What is your approach to market research at Khronos, both customer and competitor focused?
DE: All our programs begin with understanding the unmet needs of the market. We work closely with our clients to clearly understand the problems that exist in the market for which their product solves. This work yields the personas who have those problems and helps us to articulate an understanding of those problems and convey confidence that the solution is a good fit. Once we’re aligned on who has the problems that we solve, and how we solve them, we then build the ideal customer profiles based on either the historical data (if available) or by critically addressing aspects like firmographics, technographics, and intent signals to build a target account list.

There are scenarios where we are looking at competitors, most commonly when conducting keyword research and building intent topic clusters. However, we do not typically focus heavily on competitors when building our programs. Most of our work is focused on how our client specifically solves the market’s problems, and how that message can be tightly aligned to either a one-to-one or one-to-few approach.


M7: How do you see artificial intelligence impacting the ABM landscape in the near future?
DE: As we experience AI in our day-to-day lives, it starts to become part of how we expect things to be. When Netflix is recommending the next show, or Amazon is showing you like products, you come to expect that experience from everything you do. As brands adopt AI into their marketing, consumers will expect more tailored experiences and those brands that don’t deliver will fall behind. That said, it's hard to imagine all the ways that AI will play out. But I can reflect on the other advancements that have come along. Gone are the days where the marketer must know HTML or the data specialist must know SQL to query the MDM.

For 20 years there has been a rapid expansion of tech into the B2B marketing sphere, and if there is anything this experience has taught me it is that change is a constant. From my perspective B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolving data challenges and enhancing targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experience. I suspect the biggest pain points like SPAM, consumer privacy, and attribution will be hot applications.

Read More: HeadSpin's Brien Colwell shows us how humans can work together with AI to create successful systems


The combination of skills that make a candidate desirable are shifting.



M7: What are the top challenges that you see for the industry in general and Khronos this year?
DE: If by industry you mean the ABM B2B Marketer, then: As I look to 2022, I continue to see teams struggling to design effective organizations and staff them with good-fit marketers. The combination of skills that make a candidate desirable are shifting, and the ABM job market is a candidate’s market. This is leading to available marketers being passed up, and more competitive marketers being out of reach to some teams. There has also been increased pressure on attribution, especially as the metrics by which programs are measured are continuing to shift.

There is a disconnect between what the C-suite wants to see and what good marketers believe to be the future of measurement. This creates a lot of pressure, which often comes down to teams not aligning on expectations. Combine the skills gap with misaligned expectations and you find a lot of marketers shifting jobs, which will ultimately be the biggest challenge for both the industry and Khronos in 2022. POC/Champion turnover in the marketing department can set programs back years, and I suspect that this will continue to be the biggest challenge in 2022.


M7: What is your marketing mantra to stand out in an overly saturated ABM space?
DE: I am not sure this is a mantra, but I’ve always believed in the value of a continuous improvement. Maybe it comes from my many years in lean manufacturing, but I believe it is the most important part of ABM. You must be constantly learning, testing, iterating, and improving. So many programs die on the vine because either they try to get it 100% right on the first pass, or because they stall out on indecision. In my experience, the best thing you can do is start. It requires critical thought, planning, and structured execution, but starting with a focus on collecting the data that you need to improve is central to how I operate. This is harder to do as a 3rd party because people want results today, but the reality is that results don’t just happen overnight. The best programs, and the best marketers, have built their success on the back of rapid iteration and a long history of testing, learning, and continuously improving. This is what I’ve been doing since 2009.

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GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Collibra Shines with Multiple MarCom Awards for Excellence

Collibra | November 08, 2023

Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

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