Home > Companies > Thought Leaders > Q&A with Marylin Montoya, VP Marketing at AB Tasty

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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Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

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