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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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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