Alium

Headed to Silicon Valley next week to speak at MWF. Juan Mendoza and The Martech Weekly will be hosting some of the great 🧠 in Martech / ecomm including Scott Brinker, Jon Miller, Agness Gaadi, Darrell Alfonso, Mike Rizzo, Martin Kihn, Danielle Balestra, Neill Brookman, Michele Nieberding, etc. And apparently, me. 🤷♂️ My topic: Dumb Ways to Buy. (and ways we can be smarter) #Martech #MWF #MartechWorldForum #MWFSF2024 p.s. if you don't know the meme, ask your kids.

I was on a call with the Marketing Manager of a $100B media company the other week. She told me she’s disappointed… Her company is shifting to a new data visualization tool they inherited in a recent merger. It’s much less user-friendly. And the learning curve is steep. So she’s shopping for a new tool. Here’s some crucial context: This company’s been around for a century. It has a massive tech stack that supports enormous processing across many channels and thousands of users. So they have a discerning eye for vendors. And right now, their data visualization tool isn’t cutting it. This manager’s frustrated by: - That cliff-steep learning curve - Directed acyclic graphs that often fail - Updates that take the system offline for 72 hrs without notice She’d like a tool so user-friendly, that even non-tech-savvy marketers can easily apply filters and make changes without a ton of training. A bonus? This manager loves features that allow her to experiment. She shared, “Experimentation is pivotal for us; it enables us to move beyond routine marketing tactics and make dynamic decisions.” That’s why she likes tools that give both: - A big-picture overview - And the fine details This full range of insights helps her create more personalized experiences that hold viewers’ attention. She’d also love tools that: - Collect detailed first-party data - Allow for real-time analysis and communication with viewers - And can handle and organize massive amounts of data (without crashing) ___ So, this client is open and looking for vendors. But with all the competition out there, a generic, “Here’s what I do” templated cold email isn’t going to do the trick. The vendor that will catch her attention (and ultimately win this RFP)... …Is the one that puts this client’s needs first and showcases how their tool will help. Make your pitch so specific to their problems and goals that it feels like fate dropped it in their email. Vendors: How would you personalize your RFP for this client?