Q&A with Amy Barzdukas, Executive Vice President & Chief Marketing Officer at Poly

MEDIA 7 | November 21, 2019

Amy Barzdukas, EVP and Chief Marketing Officer at Poly is a marketing and communications leader with extensive experience in setting strategy, shifting perceptions, advising customers, digital marketing, revenue marketing, integrated marketing communications, and public relations in highly competitive product arenas.

Amy is known for her ability to create and execute winning turnarounds on a global scale.

MEDIA 7: What inspired you to get into marketing?
AMY BARZDUKAS:
I was always destined for marketing, even if I didn’t know it. As a child, I collected promotional brochures. I was fascinated by how the words and pictures were used to drive action. My first job was as an advertising copywriter, and I’ve never looked back.

M7: How is Poly redefining the video conferencing experience for modern businesses?
AB:
 We’re in an unprecedented time of change in our industry. Voice and video services are moving to the cloud, and companies are changing how they approach their communications needs. Poly is the largest provider of the devices – video conferencing, audio conferencing, headphones and desk phones – you use to connect to these services so you can collaborate with your colleagues. That uniquely positions us to shape the video conferencing experience, and we’re doing so in four ways.

First, Poly has made both the Zoom Rooms and the Microsoft Teams video conferencing experience better than ever with our radically simple Poly Studio X video bars that deliver these experiences with no PC or Mac required. We’ve got decades of experience in understanding what makes meetings more human – for everyone in the room and those dialing in from other locations – and we’ve packed all of that into easy-to-install, easy-to-manage, and easy-to-use all-in-one powerhouses.

Second, we are bringing the world of AV and video conferencing into the modern app economy. Our Studio X series and Poly G7500 video conferencing devices run a common platform that can be updated and enhanced through a series of regular software updates. This Poly platform, built on Android, can run applications like a smartphone does today.

Third, Poly has introduced innovation that makes any video conference better. Our new Poly MeetingAI features use AI and machine learning to address the distractions that hit your senses in a meeting. We make it easier to hear what’s being said by blocking out the annoying noises that people make while talking, and we make it easier to see what’s going on in the room with the most advanced speaker tracking and framing, and our built-in production rules.

Finally, we are pricing our solutions in a way that completely resets the calculations on what it costs to outfit a room. The Studio X30, for huddle room and smaller spaces, costs just about $2,100, including the Poly TC8 touch controller. All you add is the cloud service and a monitor, and you have a room up and running for under $2,500. That’s easily under the cost of other solutions and with better audio and video quality.


"Baby Boomers and more than half of Gen Z say they are most productive when they were working around noise."

M7: As the CMO of Poly, what were the major challenges in rebranding and transforming two separate organizations (Plantronics and Polycom) under a single brand Poly?
AB:
One of the greatest challenges of bringing together Plantronics and Polycom was doing so in a way that honored their brand equity, history, and positive associations while establishing a new story for the new company. Plantronics was already an audio pioneer– the first headset that transmitted Neil Armstrong’s famous words during the first moon landing. Polycom was the leader in audio and video conferencing – the conference phone used by business leaders and industry captains.
We had to figure out how to build a stand-out narrative in a crowded space for the general market. For customers and partners, we found a way to carry through the legacies and histories of both companies into the new brand. And for our employees, we had to inspire them to believe in the new brand and the new combined mission. These different challenges with different stakeholders took different approaches to confront, but in the end, we brought everyone to the same conclusion that Poly was moving forward, unified and stronger.

And like any acquisition, integration takes time. We’re proud of our accomplishments since rebranding to Poly in March 2019. Since then, we’ve refreshed our video conferencing line of products, broken new ground with a mobile phone station called Elara 60 Series and showcased our continued commitment to expanding the ecosystem with partners such as Zoom, Microsoft, Google, Amazon and more. As Poly, we bring a new level of quality, simplicity, and flexibility so that every communication can easily become a place for collaboration and innovation for the enterprise.


"Gen Z and Millennials came up in an era of digitization, so they are more accustomed to the tools and technology to deal with distractions in the workplace."

M7: A recent study by Poly reveals that employees prefer noisier open offices to closed, quiet spaces. What do you think is responsible for driving these unique demands in the workplace today?
AB:
Our research shows that Gen Z and Millennials tend to prefer open offices compared to Gen X and Baby Boomers and that more than half of Gen Z say they are most productive when they were working around noise. What we’re seeing is that Gen Z and Millennials came up in an era of digitization, so they are more accustomed to the tools and technology to deal with distractions in the workplace. For example, they’re used to wearing noise-canceling headphones to block out the background noise, and similarly at home with video. They’ve been doing it all their lives!

Now that we can work from anywhere – coffee shops, airports, waiting rooms – we are more accustomed to dealing with distractions and working through them. We take that mindset into the office along with the tools we may use to address distraction, from a pair of comfortable headphones with ANC to deciding to do different types of work in different settings.

M7: What features have made Poly Studio win the 'Best of Enterprise Connect' award in the '2019 Communication/Collaboration Device'?
AB: 
Poly Studio is our answer to the need for easy-to-use video conferencing devices for smaller spaces called huddle rooms. Poly Studio is a video USB bar with premium audio and video capabilities. Its standout features include NoiseBlock, which mutes distracting background noises, Automatic Group Framing and Speaker Tracking, which zooms in to focus on the speaking participant. This board-room like audio and video transforms small meeting rooms into a center for collaboration. We’re also pleased that it was recently certified for Zoom Rooms and Microsoft Teams. The device also works with Skype for Business, Google Meet, Cisco WebEx and Amazon Chime, and virtually any cloud-based video collaboration service.


"Poly combines legendary audio expertise with powerful video and conferencing capabilities to help our users overcome the distractions, complexity, and distance, making communication in and out of the workplace challenging."

M7: What traits make Poly a global leader in communications and a leading choice for every kind of workspace?
AB:
Our in-depth expertise, tireless innovation, and emphasis on partnership make Poly a global leader in communications and a leading choice for every kind of workspace.

Poly combines legendary audio expertise with powerful video and conferencing capabilities to help our users overcome the distractions, complexity, and distance, making communication in and out of the workplace challenging. When the world was on a race to space in the ’60s, NASA approached us—Plantronics back then—with a seemingly impossible task: create a headset that would equip astronauts to communicate with Mission Control from the earth to the moon, and back again.

Fifty years later, we share the same mission today: to create powerful connections that unify people the world over. We’re designing technology for the different ways people work – open offices, remote locations, mobile-first workers. We are the largest provider of headsets, video and audio-conferencing devices that you use to communicate and collaborate for your work, whatever that may be. And we continue to innovate with products like Poly Studio X that change how people collaborate.
Through partnerships with industry leaders like Microsoft, Amazon, Google, and Zoom, Poly takes an open-architecture approach that allows users to seamlessly connect across all the best technologies. Whenever and wherever people connect with these services, we will be there to provide the best-in-class audio, video and voice technology to make the experience that much better.

M7: What’s your superpower or spirit animal?
AB: 
My superpower is the ability to read amazingly quickly, thanks to the experimental elementary school I attended. I don’t know how anyone gets through their workload without it, honestly. My spirit animal? I told my husband the other day that I think it is Tom Petty. I’m a huge fan. If you have a problem, there is a Tom Petty song that can solve it, or at least make it more fun.

ABOUT POLY

Plantronics, Inc. (“Poly” – formerly Plantronics and Polycom) (NYSE: PLT) is a global communications company that powers meaningful human connection and collaboration. Poly combines legendary audio expertise and powerful video and conferencing capabilities to overcome the distractions, complexity, and distance that make communication in and out of the workplace challenging. Poly believes in solutions that make life easier when they work together and with our partner’s services. Our headsets, software, desk phones, audio and video conferencing, analytics and services are used worldwide and are a leading choice for every kind of workspace.

More C-Suite on deck

Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP

Media 7 | June 27, 2022

Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

Read More

'SaaS today is characterized by speed and quality' says Assaf Eisenstein, Co-Founder at Lusha

Media 7 | April 8, 2022

Assaf Eisenstein, Co-Founder & President at Lusha elaborates on their simple yet powerful self-service products curated for B2B salespeople. Read on to know more about his thoughts on the impact of automation on the B2B landscape and the challenges he sees on the horizon for the industry.

Read More

Intent data can highlight your target accounts' problems and interests, says Marc Laplante, CEO and Co-Founder at Intentsify

Media 7 | March 21, 2022

Marc Laplante, CEO and Co-Founder at Intentsify, gives us a preview into a world without third-party cookies, a data-driven marketing industry, and the growing importance of intent data. Read on to find out how Intensify makes intent data more actionable for marketing and sales teams.

Read More

Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP

Media 7 | June 27, 2022

Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

Read More

'SaaS today is characterized by speed and quality' says Assaf Eisenstein, Co-Founder at Lusha

Media 7 | April 8, 2022

Assaf Eisenstein, Co-Founder & President at Lusha elaborates on their simple yet powerful self-service products curated for B2B salespeople. Read on to know more about his thoughts on the impact of automation on the B2B landscape and the challenges he sees on the horizon for the industry.

Read More

Intent data can highlight your target accounts' problems and interests, says Marc Laplante, CEO and Co-Founder at Intentsify

Media 7 | March 21, 2022

Marc Laplante, CEO and Co-Founder at Intentsify, gives us a preview into a world without third-party cookies, a data-driven marketing industry, and the growing importance of intent data. Read on to find out how Intensify makes intent data more actionable for marketing and sales teams.

Read More

Related News

CORE ABM, ABM ACCOUNTS

Full Circle Insights Partners with Bombora to Help ABM Users

Full Circle Insights, Bombora | January 25, 2023

On January 24, 2023, Full Circle Insights, a provider of marketing and sales performance evaluation solutions that enable B2B marketers to enhance their marketing mix and generate more revenue, and Bombora, the leading provider of B2B intent data solutions, announced an integration that enables Full Circle ABM users to utilize the power of intent data to detect and track accounts from the identified stage of account activation to closed-won deals. The integration with Bombora enables B2B marketers to evaluate the effectiveness of their ABM strategy inside the CRM, which acts as a single source of truth for data. In addition, this fosters tighter cooperation on account targeting, which is essential for B2B success. The Company Surge® Intent data from Bombora tells customers which companies are studying the products and services they and their rivals provide. It employs data from the largest coalition of B2B publisher websites and a sophisticated Natural Language Processing (NLP) engine to detect the context of the content instead of merely scraping keywords. Full Circle Insights uniquely records, saves, and utilizes the historical data directly inside Salesforce. This allows B2B marketers to compare ABM funnel information from different time periods, spot patterns, and optimize marketing expenditures. Additionally, users can track the buyer's journey from the first website click to the final sale. About Bombora Bombora is the premier provider of B2B marketing and sales intent data. Its data unify marketing and sales teams, allowing them to make decisions based on the information of which organizations are actively studying what products and the intensity of their investigation. As a result, marketers can use this data to drive more qualified demand through the sales funnel, while sales teams can prioritize accounts more effectively and have higher-quality conversions. This data comes from the first cooperative of over 5,000 premium B2B media providers. Members provide content consumption and audience behavior data aggregated into more than 10,000 Intent topics. About Full Circle Insights Full Circle Insights offers solutions for marketing performance management. It provides sales and marketing performance management tools to improve a business's marketing mix and increase revenue. In addition, the company offers multi-touch attribution, full-funnel data, and technology for lead management. Full Circle Insights' products are 100% built on the Salesforce Platform and complement major marketing automation solutions. The company was founded by former Salesforce executives, CRM implementation veterans, and marketing automation professionals with extensive experience establishing marketing measurement foundations for revenue growth.

Read More

ACCOUNT BASED ANALYTICS, ACCOUNT BASED DATA

Bombora Is Recognized as a Leader in 5 G2 Winter 2023 Reports

Bombora | January 19, 2023

On January 18, 2023, Bombora, the leading B2B intent data solutions supplier, was named as a leader in 5 G2 Winter 2023 Reports. For the eleventh consecutive marketing period, Bombora retained the "leader" position in the Grid® report for marketing account intelligence and the Grid® report for buyer intent data providers while maintaining the leadership position in the Grid® report for sales intelligence. Also, for the second straight quarter, the company was declared a leader in two mid-market grids. In addition, the business was recognized as a momentum leader in the Momentum Grid® report and a top performance in the Enterprise Grid® report. The company was mentioned in 56 total reports. G2 reports are based on reviews from the firm's customers. Clients commonly mention how the Bombora’s Company Surge® product aids in prospecting and account prioritization. Bombora CEO and co-founder, Erik Matlick, said, "We remain committed to providing the best possible product and service for our customers, and the G2 reviews show that this attention to detail is paying off." He added, "It's a big achievement to be called a leader in one category. To earn that distinction across five categories shows that we consistently deliver a best-in-class product that is helping businesses drive revenue and report on their efforts, even in uncertain economic conditions." (Source - Newswires) Marketing and sales executives may learn which companies are looking at the goods and services they and their rivals offer thanks to Bombora's Company Surge® data. With this knowledge, sales and marketing teams can be more consistent and relevant while enhancing performance across all activities. About Bombora Bombora is the premier provider of B2B marketing and sales Intent data. The company's data unify marketing and sales teams, allowing them to make decisions based on the knowledge of which organizations are actively studying what products and the intensity of their investigation. As a result, marketers can use this data to drive more qualified demand through the sales funnel, while sales teams can prioritize accounts more effectively and have higher-quality conversions. This data comes from the first cooperative of over 5,000 premium B2B media providers. Members provide content consumption and audience behavior data aggregated into more than 10,000 Intent themes. As a result, businesses can better comprehend their audiences, serve advertisers, and monetize their inventory.

Read More

ACCOUNT BASED DATA

Leading Companies Choose Qualtrics to Enhance Customer Experiences and Reduce Costs

Qualtrics | January 31, 2023

On January 30, 2023, Qualtrics, the leader inthe experience management category, announced that hundreds of organizations, including The BMW Group, Principal Financial Group®, and Farmers Insurance, selected its CX solutions in the fourth quarter of 2022 in order to create exceptional customer experiences during uncertain times. Bad customer experiences result in direct income loss since a bad contact may result in the loss of consumer loyalty and future spending potential. When companies lose clients due to negative experiences, they risk losing 6.7% of their annual revenue, or $3.1 trillion. Qualtrics is integral to how firms make mission-critical customer and employee choices and drive automated actions to protect their revenue, boost efficiency, and enhance operations. The CX platform from Qualtrics enables enterprises to collect customer feedback through surveys, online reviews, contact center interactions, social media, and more. The following companies chose Qualtrics in the fourth quarter to better understand people's emotions, effort, and purpose to provide more personalized and empathic experiences: The BMW Group is committed to customer-centric innovation and uses Qualtrics to monitor all aspects of its customer feedback. Principal Financial Group® aims to provide all of its clients with a uniform, contemporary digital experience. Freedom Furniture, one of Australia's largest lifestyle retailers, boosted its investment in Qualtrics CustomerXM in the fourth quarter to assist the firm in expanding its product line and profitability. Vera Bradley, a prominent women's lifestyle brand, invested in Qualtrics in the fourth quarter to consolidate more than a dozen sources of client feedback into a single platform. Farmers Insurance has implemented Qualtrics CX Discover across all of its contact centers in order to discover the top sources of friction in its customer service for agents and members. About Qualtrics Qualtrics, the pioneer and developer of the experience management category, is revolutionizing how businesses manage and enhance the four real business experiences: customer, employee, product, and brand. Over 18,750 companies use Qualtrics worldwide to listen, analyze, and act on experience data (X-data™)—the emotions, beliefs, and intentions that tell you why things are occurring and what to do. The platform is a system of activities that assists organizations in attracting customers who stay longer and spend more, engaging workers who create a great culture, developing breakthrough products that people want, and building a brand that people care about.

Read More

CORE ABM, ABM ACCOUNTS

Full Circle Insights Partners with Bombora to Help ABM Users

Full Circle Insights, Bombora | January 25, 2023

On January 24, 2023, Full Circle Insights, a provider of marketing and sales performance evaluation solutions that enable B2B marketers to enhance their marketing mix and generate more revenue, and Bombora, the leading provider of B2B intent data solutions, announced an integration that enables Full Circle ABM users to utilize the power of intent data to detect and track accounts from the identified stage of account activation to closed-won deals. The integration with Bombora enables B2B marketers to evaluate the effectiveness of their ABM strategy inside the CRM, which acts as a single source of truth for data. In addition, this fosters tighter cooperation on account targeting, which is essential for B2B success. The Company Surge® Intent data from Bombora tells customers which companies are studying the products and services they and their rivals provide. It employs data from the largest coalition of B2B publisher websites and a sophisticated Natural Language Processing (NLP) engine to detect the context of the content instead of merely scraping keywords. Full Circle Insights uniquely records, saves, and utilizes the historical data directly inside Salesforce. This allows B2B marketers to compare ABM funnel information from different time periods, spot patterns, and optimize marketing expenditures. Additionally, users can track the buyer's journey from the first website click to the final sale. About Bombora Bombora is the premier provider of B2B marketing and sales intent data. Its data unify marketing and sales teams, allowing them to make decisions based on the information of which organizations are actively studying what products and the intensity of their investigation. As a result, marketers can use this data to drive more qualified demand through the sales funnel, while sales teams can prioritize accounts more effectively and have higher-quality conversions. This data comes from the first cooperative of over 5,000 premium B2B media providers. Members provide content consumption and audience behavior data aggregated into more than 10,000 Intent topics. About Full Circle Insights Full Circle Insights offers solutions for marketing performance management. It provides sales and marketing performance management tools to improve a business's marketing mix and increase revenue. In addition, the company offers multi-touch attribution, full-funnel data, and technology for lead management. Full Circle Insights' products are 100% built on the Salesforce Platform and complement major marketing automation solutions. The company was founded by former Salesforce executives, CRM implementation veterans, and marketing automation professionals with extensive experience establishing marketing measurement foundations for revenue growth.

Read More

ACCOUNT BASED ANALYTICS, ACCOUNT BASED DATA

Bombora Is Recognized as a Leader in 5 G2 Winter 2023 Reports

Bombora | January 19, 2023

On January 18, 2023, Bombora, the leading B2B intent data solutions supplier, was named as a leader in 5 G2 Winter 2023 Reports. For the eleventh consecutive marketing period, Bombora retained the "leader" position in the Grid® report for marketing account intelligence and the Grid® report for buyer intent data providers while maintaining the leadership position in the Grid® report for sales intelligence. Also, for the second straight quarter, the company was declared a leader in two mid-market grids. In addition, the business was recognized as a momentum leader in the Momentum Grid® report and a top performance in the Enterprise Grid® report. The company was mentioned in 56 total reports. G2 reports are based on reviews from the firm's customers. Clients commonly mention how the Bombora’s Company Surge® product aids in prospecting and account prioritization. Bombora CEO and co-founder, Erik Matlick, said, "We remain committed to providing the best possible product and service for our customers, and the G2 reviews show that this attention to detail is paying off." He added, "It's a big achievement to be called a leader in one category. To earn that distinction across five categories shows that we consistently deliver a best-in-class product that is helping businesses drive revenue and report on their efforts, even in uncertain economic conditions." (Source - Newswires) Marketing and sales executives may learn which companies are looking at the goods and services they and their rivals offer thanks to Bombora's Company Surge® data. With this knowledge, sales and marketing teams can be more consistent and relevant while enhancing performance across all activities. About Bombora Bombora is the premier provider of B2B marketing and sales Intent data. The company's data unify marketing and sales teams, allowing them to make decisions based on the knowledge of which organizations are actively studying what products and the intensity of their investigation. As a result, marketers can use this data to drive more qualified demand through the sales funnel, while sales teams can prioritize accounts more effectively and have higher-quality conversions. This data comes from the first cooperative of over 5,000 premium B2B media providers. Members provide content consumption and audience behavior data aggregated into more than 10,000 Intent themes. As a result, businesses can better comprehend their audiences, serve advertisers, and monetize their inventory.

Read More

ACCOUNT BASED DATA

Leading Companies Choose Qualtrics to Enhance Customer Experiences and Reduce Costs

Qualtrics | January 31, 2023

On January 30, 2023, Qualtrics, the leader inthe experience management category, announced that hundreds of organizations, including The BMW Group, Principal Financial Group®, and Farmers Insurance, selected its CX solutions in the fourth quarter of 2022 in order to create exceptional customer experiences during uncertain times. Bad customer experiences result in direct income loss since a bad contact may result in the loss of consumer loyalty and future spending potential. When companies lose clients due to negative experiences, they risk losing 6.7% of their annual revenue, or $3.1 trillion. Qualtrics is integral to how firms make mission-critical customer and employee choices and drive automated actions to protect their revenue, boost efficiency, and enhance operations. The CX platform from Qualtrics enables enterprises to collect customer feedback through surveys, online reviews, contact center interactions, social media, and more. The following companies chose Qualtrics in the fourth quarter to better understand people's emotions, effort, and purpose to provide more personalized and empathic experiences: The BMW Group is committed to customer-centric innovation and uses Qualtrics to monitor all aspects of its customer feedback. Principal Financial Group® aims to provide all of its clients with a uniform, contemporary digital experience. Freedom Furniture, one of Australia's largest lifestyle retailers, boosted its investment in Qualtrics CustomerXM in the fourth quarter to assist the firm in expanding its product line and profitability. Vera Bradley, a prominent women's lifestyle brand, invested in Qualtrics in the fourth quarter to consolidate more than a dozen sources of client feedback into a single platform. Farmers Insurance has implemented Qualtrics CX Discover across all of its contact centers in order to discover the top sources of friction in its customer service for agents and members. About Qualtrics Qualtrics, the pioneer and developer of the experience management category, is revolutionizing how businesses manage and enhance the four real business experiences: customer, employee, product, and brand. Over 18,750 companies use Qualtrics worldwide to listen, analyze, and act on experience data (X-data™)—the emotions, beliefs, and intentions that tell you why things are occurring and what to do. The platform is a system of activities that assists organizations in attracting customers who stay longer and spend more, engaging workers who create a great culture, developing breakthrough products that people want, and building a brand that people care about.

Read More

Spotlight

Poly

Poly

Plantronics, Inc. (“Poly” – formerly Plantronics and Polycom) (NYSE: PLT) is a global communications company that powers meaningful human connection and collaboration. Poly combines legendary audio expertise and powerful video and conferencing capabilities to overcome the distractions, complexity, a...

Events

Resources