Home Marketing officer Martech interview with CMO Clevertap on customer engagement

Martech interview with CMO Clevertap on customer engagement


1. Tell us about your role at CleverTap?
I am the Marketing Director of CleverTap. I am the spearhead of our platform’s unique, personalized and retention-based marketing approach thanks to an omnichannel strategy. By using personalized messages and timing, we help businesses grow in a sustainable way by building customer loyalty.

In the role of CMO, I drive the recognition of the CleverTap brand through media relations, speaking engagements, strategic partnerships and community engagement. I particularly appreciate the narrative aspect of marketing. I love to discuss CleverTap, marketing trends and industry news across all forms of media. In fact, next door, I host my own sports podcast just for fun called The Mighty Rip. I’ll be bringing my passion for podcasting to the mix at CleverTap this year, as our team presents a slew of new shows to pull the curtain down and get to know our audience on a more personal level.

2. Can you tell us about your career in this market?
I started my career in marketing over 20 years ago as vice president of sales and marketing for EmailLabs. I led their product development and marketing strategy. From there, I went on to hold VP positions at SaaS companies such as Lyris and Ephox, and eventually progressed to Marketing Director positions at N3N, Agora Inc. and now, CleverTap. From startups to publicly traded companies, I’ve always had a passion for storytelling and building brand evangelism. There is nothing quite like turning customers into fans forever.

3. How do you think technology is improving the marketing industry?
Technology has made marketing more personal than ever. Real-time behavioral analysis can deliver the right message at the right time, which helps businesses engage, recruit and retain users. Personal, segmented and strategic messages, especially push notifications, are changing the martech industry as they directly target consumers and meet them where they are – their smartphones. This is the future of the industry. Being able to use this data has provided insight into untapped markets and is revolutionizing the customer experience as we know it.

4. What is the impact of digitization on customer loyalty?
Digitization is about doing things faster, better and more efficiently. Modern users want fewer clicks and faster solutions. At CleverTap, we are constantly improving and adapting to optimize the consumer experience and deliver the best possible product to our customers. This means more focused messaging, better dashboards, and easier app interfaces. Indeed, it is essential to determine WHY a consumer comes into your business or is attracted to your offer in the first place. What products, news, information and resources can your brand provide to keep them engaged and involved? As a business, we always ask ourselves this question and we are constantly adapting to meet the needs of the more than 8,000 businesses that use our platform. By staying at the forefront of marketing technology, we keep our customers happy by keeping their users engaged.

5. What is the role of behavioral analysis in real-time customer engagement?

Behavioral analysis focuses on actionable information. Essentially, you find models that show how users navigate an app and behave over time. Then these models are exploited to segment users.

This tool can be used to research trends, create rich user profiles, view uninstall metrics, and study consumer behavior information and statistics. Once you have a good understanding of the preferences and behavior of a user base, you can send personalized engagement messages that convert or retain those users.

Businesses can use behavioral analysis to create a personal, exclusive and valuable customer experience. When we understand the user better, we can design our message and products with their best interests in mind.

6. Why is multichannel messaging important for a consistent user experience?
Studies show that consumers use around six touch points to interact with a brand – and almost fifty percent of those users regularly use more than four! This means businesses need to deliver a unified, consistent, and professional customer experience across all of their channels.

Additionally, an omnichannel marketing strategy allows businesses to connect with consumers in different ways, using various platforms. This agile approach allows companies to reach the user where they are, in their preferred channel.

7. How can organizations create successful customer journeys at every touchpoint?
The first step is to understand and benefit from real-time behavioral analysis. This information drives a huge advantage in the area of ​​customer satisfaction. If you know what they want, you can recommend the right things to them and, in the long run, keep them as customers longer. The focus on retention, not just new business, is extremely important to the health of a business.

8. Why are automated behavioral segment comparison and individualized segmentation necessary to generate measurable growth?
Comparison, insight and analytics allow you to see real-time data and tailor your strategy. For example, if your behavioral comparison reveals that a segment of your sports news consumers are Kansas City Chiefs fans, then your post should not promote Tampa Bay Buccaneers news. If you pivot your messaging strategy to promote the news that interests your users, you’ll see measurable growth through clicks and interactions.

Automation is important because it is the only way to evolve large levels of customization. If a business has millions of users, automation is the only way to analyze, compare, and segment efficiently and profitably. At CleverTap, we constantly use automated tools to provide users with the information they want to see.

9. What is the impact of personalized content on providing relevant experience?
The impact of personalized content is engagement, conversions, and retention. We believe that personalized and segmented marketing and notifications are the key to an enjoyable customer experience. In fact, the content needs to be adapted most of the time. Customers want personal and exclusive interaction. It’s cheesy, but they need to feel special, valued, and involved. By providing relevant personal information to users, a business can stay ahead and improve customer satisfaction.

10. What advice would you like to give to technology start-ups?
If you are looking to build an app, then don’t build the app of your dreams. Instead, build an app your customers will dream of. Customer experience is at the heart of any great innovation and to really hit the nail on the head you have to think outside of yourself and walk in your customer’s shoes.

11. In your opinion, which digital innovation in sales technologies will mark 2021?
2020 was all about companies pivoting to digital and virtual sales in light of the pandemic. 2021 will be about refining that customer experience using technologies like real-time marketing, artificial intelligence, and behavioral analytics to drive sales leads in a more organic way. We see personalization and AI as tools to improve the customer experience and attract customers without pushy or bossy sales tactics.

12. What are the main developments you foresee at CleverTap?
I mentioned it briefly above, but our team is working on launching a whole series of podcasts. We’re a talkative team and we all like to get to the heart of the matter. We thought the best way to share our thought leadership was to use a medium we all appreciate. So stay tuned on this front! We seek to invite guests from all walks of life for fun and timely conversations on all things marketing.

13. Can you tell us about your team and how they support you?
My team is made up of content marketing gurus, product experts and customer experience specialists who all have a common mantra in mind for our customers: You can’t grow in a sustainable way without laying the foundation for it. retention. They support me by bringing new and fresh ideas to the table that will serve this vey purpose. A high priority for our team is to innovate our platform to meet the ever-changing needs of the industry and to ensure that our offerings, our how-to guides and our thought leadership are relevant, useful and impactful for our clients. . I like to think that we do it with a lot of joy and fervor! To be honest, I can’t brag enough about my team.

14. Which film inspires you the most?
I should choose the film “Préfontaine”. While this movie is primarily about Steve Prefontaine, one of the greatest distance runners of all time, it also touches on Nike’s early days.

If you don’t already know, legendary University of Oregon track and field and cross country trainer Bill Bowerman formed Prefontaine. While making Prefontaine a star, Bowerman had the “crazy” idea of ​​creating performance running shoe soles made of rubber using a waffle iron. This idea was not considered ridiculous for too long, as he became the co-founder of Nike and ultimately a billionaire.

I have always loved this film for the inspiring history of Prefontaine athletics and the ingenuity of Bowerman, whose act of faith in a waffle iron led to the most famous slogan of all time: “Just Do It .

15. We have heard that you have a very happy work culture, so can you share with us some of the funny pictures from your workplace?

16. Can you give us an overview of the apps you use on your phone?
That’s a great question for a mobile marketer! Shazam remains one of the most used apps on my phone. The app’s ability to listen to music and instantly tell me who’s recorded a song is still one of the coolest innovations I can’t live without. I also like using Flipboard, which allows me to personalize my news feeds. YouTube is also a must. I often use it to make tough buying decisions by looking at product reviews and comparisons.

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