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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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Integrate Launches Media Division, Pipeline360, for Holistic Demand Generation

PRWeb | January 11, 2024

Integrate, a leading B2B marketing demand management platform, today announced the launch of Pipeline360, its media arm that offers an all-in-one integrated media solution for content syndication, account intelligence enhancement, and digital advertising. Pipeline360 incorporates what was previously known as the Integrate Lead Generation Marketplace with multichannel, full-funnel, global campaign management, including real-time analytics, lead validation and standardization, and enhanced segmentation. In "The 2024 State of B2B Pipeline Growth" survey conducted by Pipeline360 and Demand Metric, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. "This gap in marketers' ability to meet pipeline goals underscores the complex intersection of challenges B2B marketers face today - budget constraints alongside rising targets, a convergence of brand and demand, all while facing heightened scrutiny on data privacy," said Jeremy Bloom, co-founder and CEO of Integrate. "We developed Pipeline360 to provide our customers with a flexible solution that makes it easy and seamless to generate a robust pipeline enriched with high quality leads. This complements our SaaS platform's capability to connect, govern, and measure performance across multiple demand channels." "The 2024 State of B2B Pipeline Growth" survey found that the #1 challenge in marketing today is budget constraints (50%) followed by economic slowdown (40%) and impossible targets (32%). In response, B2B companies are adapting to fewer resources by consolidating teams and/or job responsibilities (79%), cutting travel budgets (33%), and relying on agencies (33%). The survey also found that 61% of B2B marketers who use content syndication were able to reach their goals as compared to 45% for those who do not use content syndication. However, the survey also found that 37% of respondents have not considered using content syndication for lead generation, 38% don't know what content syndication is, and 35% don't understand how it works. "These data suggest that more than a third of B2B marketers are not maximizing the tools and channels available to them, and by not leveraging the power of content syndication, advanced display advertising, and a full-funnel approach, they're losing out on pipeline and revenue," said Tony Uphoff, President, Pipeline360. "That's why we created Pipeline360 - to support marketers to maximize the value of a multichannel approach, bring their brand and demand efforts together, and drive marketing pipeline in a scalable, compliant, and predictable way." "The 2024 State of B2B Pipeline Growth" was conducted with global research and advisory firm, Demand Metric and surveyed 400+ B2B marketers across North America and the UK. The questions were fielded in Q4 of 2023 to unveil key challenges, investments, and priorities for demand marketers. To learn more about "The 2024 State of B2B Pipeline Growth," please visit our blog, "B2B Marketing Trends: The Realities of B2B Marketing Pipeline Growth in 2024." To learn more about Pipeline360, please visit www.pipeline-360.com. About Pipeline360 Powered by Integrate, a leading B2B marketing solutions provider, Pipeline360 solutions combine three powerful demand generation tools: targeted display, content syndication, and a comprehensive marketplace model. Pipeline360 ensures that marketers achieve 100% compliant and marketable leads by effectively engaging with audiences much earlier in the buying cycle, connecting with buyers at every stage of the process, and optimizing programs to drive performance. Pipeline360 enables a strategic, holistic demand generation approach tailored for the reality of today's B2B purchasing process. Customers include high-growth and enterprise organizations like Salesforce, Cisco, Dell, and VMware. For more information, please visit www.pipeline-360.com. About Integrate Integrate offers a cross-channel demand management SaaS platform for enterprise B2B demand and marketing operations teams. Integrate accelerates speed-to-business value through powerful integrations, delivers 100% marketable and compliant leads with trusted governance, and provides AI-powered insights to enhance and expedite smart decision-making. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their B2B marketing strategies. For more information, visit www.integrate.com or engage with us on LinkedIn, Facebook, X and Instagram.

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