Q&A with Marylin Montoya, VP Marketing at AB Tasty

Q&A with Marylin Montoya
Marylin Montoya, VP Marketing at AB Tasty is an experienced marketer with a history of propelling startups towards global recognition.

MEDIA 7: Could you please take us through your professional journey? How has it been so far?
MARYLIN MONTOYA:
I’ve had an atypical journey, and today I think it’s more the norm to see these atypical paths, but back in 2006 when I finished college, it was less common. I worked at a law firm for about a year before I decided it wasn’t for me (I was on track for law school), and I decided I wanted a very different path. I took a one-way ticket to Japan after that 1st year and never looked back. Since then, I have started my own entrepreneurial project, sold my partnership interest, got into marketing, moved to France from Japan, and went to business school. I have been in the technology space ever since. It’s been a great experience working in start-ups and seeing the process of growth take place, from conception (a couple of people) to full-fledged scale-ups with hundreds of employees. At every experience, you are able to add another scenario, a new challenge or objective you need to maneuver around and address, but you also start to identify the patterns and common challenges. It continues to be a very educational experience.

Leaders in customer experience today are making sure they incorporate testing everywhere, especially in personalization.



M7: How high does AB Tasty build end-to-end experiences that drive growth across its clients’ digital channels?
MM:
AB Tasty provides solutions that help companies validate ideas before investing in them, and then enables them to implement these validated ideas efficiently, whether we’re talking about a mobile application or a website. In terms of customer experiences, AB Tasty ensures that what’s being built for a specific customer is aligned with that customer’s expectations (a validated personalization scheme for example) and that the global experience exists without a glitch or mishap. Since ideas from copy, to the performance of a widget or banner, are validated, what the customer sees is the best version of that element. The ability to maintain this standard across digital channels creates not only consistency but also seamless experiences. Our solutions align internal teams (marketing, product, engineering) so that the end result is a highly personalized and seamless customer experience.

M7: What core strategies does AB Tasty adopt to help clients achieve cross-channel marketing success?
MM:
Consumers today go through a variety of channels to interact and discover brands. What’s key is for every experience with a branded asset, be it in-store, online or an application is that the experience be pertinent, seamless and technically perfect (no bugs or mishaps). Brands today have only one opportunity to make a great first impression and so the experiences from the first touchpoint have to be the best version of itself. AB Tasty empowers brands to combine testing with personalization, in order to make the experience not only as relevant as possible but also as optimized as possible. Leaders in customer experience today are making sure they incorporate testing everywhere, especially in personalization.


Don’t be afraid to test ideas and be wrong. You don’t have to get every answer right; you have to have the will and tenacity to be wrong and test until you’re right.



M7: What key suggestions would you give B2B companies fighting to find engagement and acquisitions through digital marketing?
MM:
I believe that tactically B2B companies have to employ many of the lessons in B2C. Although the transaction or sales cycle may be different than in B2C, there are many strategies that can be transferred. The big one is personalization. Few B2B companies take personalization to the degree that B2C companies do. The other is optimization and testing practices. These strategies have a real impact on driving more engagement and more conversion.

M7: What do you believe are the top three marketing challenges that have arisen in the post COVID-19 era?
MM:
For companies that were not investing in digital experiences, COVID-19 most likely had a very dramatic impact as everything moved online. Those companies have been in a race from the beginning of the pandemic to evolve their online strategies. The other is customer intelligence – those companies that had invested in understanding consumer behavior online are the ones that have had the most insight to know how to maneuver and react during COVID-19 and have likely experienced a huge advantage due to it, while many other companies have been “driving blind”. The third is very specific – logistics companies and their impact on customer experiences at e-commerce companies. With the massive surplus of online business, logistic, delivery, and transportation companies had to improve and adapt their practices to manage the increase in demand. This created a collateral effect on e-commerce companies that had to navigate delays or delivery bottlenecks while managing customer expectations.


With the massive surplus of online business, logistic, delivery, and transportation, companies have to improve and adapt their practices to manage the increase in demand.



M7: How are promotional tactics changing for products or services launching during these periods?
MM:
There has been a large adoption of interactive experiences and hyper-personalization. Websites have continued to infuse social and social media itself has become a marketplace for brand discovery – either through influencers or paid promotion. Product offerings have become more personalized themselves, through bundling strategies but also customization. Go-to-market has come more accelerated, with shorter timeframes and more dynamic, but ephemeral content. Social plays the main role for launch, along with interactive experiences through video or mobile applications in parallel.

M7: The best piece of advice you have ever received?
MM:
Don’t be afraid to test ideas and be wrong. You don’t have to get every answer right; you have to have the will and tenacity to be wrong and test until you’re right.

ABOUT AB TASTY

AB Tasty solutions enable companies to validate ideas, while maximizing impact, minimizing risk and accelerating time to market. Our solutions enable the use of controlled experimentation as a way to validate everything from copy to build to ensure that brands only serve their customers with the best version of themselves. Our solutions are designed to align marketing, product and engineering teams in order to increase efficiency, reduce costs, and align strategies to produce excellent end user experiences.

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About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anything, with 6sense.

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Salesloft, provider of the first and only global AI-powered revenue workflow platform, today announced performance metrics for sellers who have adopted Salesloft Rhythm, which launched in June 2023. Powered by a proprietary, patent-pending AI engine called Conductor AI, Rhythm translates buyer behavior into the most immediate and impactful seller actions in a single prioritized workflow customized to each seller. Tangible Results for Rhythm Users Despite its recent launch, customers are already seeing positive outcomes from using Rhythm. Trending data shows sellers who use Rhythm are more productive. Account executives are completing 39% more tasks per day post-Rhythm adoption, while sales and business development reps are seeing a 57% lift in productivity. These productivity gains provide sales leaders with the ability to deliver revenue outcomes with far greater predictability, a key requirement in today’s market as leaders balance both growth and profitability. Active users are also benefiting from 23% more meetings scheduled for the same amount of activity by using Rhythm. More meetings mean more time in front of customers and more opportunities to land and close new deals. Trending data across the global Salesloft customer base around win rates and cycle times are expected to become available in the first half of 2024. Performance metrics show sellers using Salesloft Rhythm have also experienced: 20% reduction in average deal length 25% increase in close rates 39% decrease in activities needed to schedule a prospect meeting 2x increase in average contract value (ACV) “Salesloft Rhythm takes my energy and hyper-focuses it in a single workflow,” said Shane McEnany, Sr. Account Manager at Moody’s Analytics. “I spend a lot of time researching a company to find the right fit. Before Salesloft Rhythm, those companies would still fall to the wayside. Rhythm doesn’t let me forget that it’s time to follow up with my buyers. It keeps me focused and it helps me close the deal. It’s a game changer for me.” "When I was an account executive, I spent at least 30 minutes of admin time per day figuring out my priorities," said Vedant Namboodiri, Global Sales Operations Manager at Cin7. “Now that our AEs have Salesloft Rhythm, this activity is automated for them. It’s brilliant. Not only is it brilliant for closing activities, but AEs are able to easily manage leads as well as opportunities through Rhythm. They know exactly what to focus on when they start their day. Rhythm leads them from task to task, every single one on the list. With Salesloft Rhythm, they’re able to spend their time where they make the most impact, which is in front of customers – not doing all the admin tasks that have historically hogged their time." Salesloft Expands Partner Ecosystem and Open API Salesloft also announced today 10 new partner integrations with Rhythm in Q4 2023, including LeanData, LeadIQ, Showpad, UserGems, Correlated, Reachdesk, Equilar, Trumpet, Influ2, and B2Brain. June launch integration partners included DocuSign, G2, Seismic, Vidyard and Highspot, with dozens more on the roadmap for 2024. Salesloft is also expanding its open API to now allow customers to connect and ingest data from internal systems into Rhythm, resulting in even greater workflow optimization and customer insights. Rhythm is the only workflow engine that connects to an expansive ecosystem, and it’s these same partner and customer integrations that are the key to unlocking the greatest insights, actions and outcomes from the Rhythm workflow. Here’s how: Rhythm ingests buyer signals from across the Salesloft platform and partner integrations. Conductor AI then ranks and prioritizes the next best step in their workflow based on importance and impact to give sellers a clear, comprehensive list of actions they can execute in the platform. Conductor AI is constantly learning what actions drive successful outcomes and re-prioritizes the Rhythm workflow in real time based on incoming signals. Salesloft Rhythm helps sales teams work more repeatably, more scalably and more successfully, said Ellie Fields, Chief Product and Engineering Officer at Salesloft. “In recent years selling became inundated with too many low-value tasks. Rhythm lets sellers focus on engaging with buyers while providing a proven workflow and the insights needed to drive customer outcomes with consistency and repeatability. It’s a signal-to-action engine that brings together all buying signals in one place, generating a list of actions prioritized by how likely the action is to progress deals. The result is that a seller can focus their time on what really matters.” Continued Salesloft Momentum in Europe Salesloft is also seeing significant growth and momentum in the European market. In the last three years, Salesloft quadrupled revenue from the market and welcomed more than 1,000 new Europe-based customers while growing employee headcount 5x in the region to support customer growth. In April 2023, Salesloft became the first Sales Engagement provider to introduce full platform localization in French, German and Spanish to better serve sellers and enterprise companies around the world. Salesloft also opened an engineering Center of Excellence in Warsaw, Poland in September 2023 and entered into a long-term lease for office space in London, which is set to open in December. Most recently, Salesloft hosted executives from hundreds of customer, prospect and partner companies at the Saleslove on Tour conference in London on October 17 and 18. November 2023 Saleslove Conference: The Future of Selling Salesloft will bring its Saleslove on Tour conference to Austin, Texas on November 16, rounding out a year of Saleslove on Tour events that brought together nearly 1,000 executives from hundreds of the world’s top-performing sales organizations. The focus of the Austin event will be the future of seller workflow. Attendees will get a look at the latest Rhythm enhancements as well as the vision and product roadmap. Register now for the complimentary event. About Salesloft Salesloft is the first AI-powered revenue workflow platform that brings certainty to every revenue action and customer interaction. Close more deals, forecast more accurately, and coach to success throughout your revenue organization. Thousands of the world’s top sales teams, like those at Google, 3M, IBM, Shopify, Square, and Cisco, drive more revenue with Salesloft. For more information visit salesloft.com.

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