Blis CMO Diane Perlman is an established marketing director with a wide variety of brand experiences at Microsoft as well as experience in start-up, scale-up and agency. She is good at solving creative problems and being able to learn. She has a proven track record of delivering results in both structured and unstructured environments. You can follow her on Twitter here.
Media 7: Why did you start marketing? Take us with you on your journey.
DIANE PERLMAN: I always knew that I had a talent for words and creativity. And marketing was an area of interest to me. I studied media at university and paved the way for marketing. After that, I also did a master's in business. I found this to gain a deeper understanding of all aspects of business and management. I wanted to be a stronger leader and a better partner in finance and sales, which is essential to successful marketing.
Immediately after graduating from college, I started writing for a small independent agency, from PR to advertising to digital, both agency and client, and most of the big companies like Microsoft, startups, AdTech scale ups, etc. switched to the marketing arena in my last career, like Unruly and Bliss. I was introduced to the world of entrepreneurial technology and was then called "New Media". It's not an exaggeration to say that I was lost in it. I moved from a strategic PR agency to a startup tech company and my life has changed forever. It was this role that took me from the United States to the United Kingdom. I have lived in the UK for over 20 years now. I haven't looked back since then.
M7: How do you focus on creating demand and building a long-term brand at Bliss?
DP: SMBs are always balanced because they focus on nurturing leads and building long-term brands. But both are important. I recently read several surveys conducted by LinkedIn in 2019. According to this study, B2B brands that invest at least 50% of their budget in long-term brand building offer the highest economic benefits in terms of market share growth, profitability, and profitability. In addition, brand building promotes short-term sales. If you think about it, today you are much more likely to buy from a brand you know and like. For me and my team, it's about finding that balance and having the right strategies and tactics, from awareness to prospects and sales.
M7: How do you target your content to your audience? What challenges do you face in creating effective content?
DP: Over the past year, we’ve been developing intensive content marketing strategies. When it reached COVID-19, we didn’t want to be just part of the turmoil. We knew we had to serve our customers as much as possible, and that became our mantra. Blis operates in the AdTech industry and is a location-oriented software partner that provides privacy first. Our insights team uses motion data from a variety of industries to generate a lot of interesting insights. This allowed the marketing team to work together as customers and salespeople similarly shouted hints about behavior patterns and changes in consumer behavior.
Blogs and social channels, as well as a series of interactive ‘white papers’ and regular ‘changing behavior’ blogs, and disseminating this interesting insightful content, given budgetary constraints and trust in direct email. Email marketing to customers. We have also expanded our circle and achieved this through joint marketing with partner companies.
One of the recurring challenges for global business is that the local market wants local content. This makes it difficult to promote global content. However, in 2020 At COVID-19, all markets were interested in learning from each other. In particular, I was interested in learning from more advanced areas to restore COVID-19. As a result, we have been able to create meaningful global content. We have also created a boost in consumer confidence in several key markets to provide insights that inspire our customers.
M7: What do you think are the three most important product marketing issues after the COVID-19 era?
DP: In the case of Bliss, our service has traditionally been aimed at increasing the number of store visits in cooperation with the world's largest brands and media agencies. When the COVID-19 era accelerated the transition to online and e-commerce, one of the first challenges is to direct consumers to landing pages or shopping carts and evaluate their activity and, above all, store footprints.
The second challenge for businesses doing business in the AdTech industry, or for brands that actually advertise, is first and foremost to reach consumers with privacy by changing the rules, removing and reducing cookies. Develop and sell a product. The number of personal identifiers on Apple devices. While Blis has a tradition of "privacy first", we have worked hard to guarantee the future and innovation of our products in this historic industrial location.
The third and, hopefully, more temporary challenge is to limit direct communication with customers, starting with product exhibitions and ending with events that are typically part of B2B marketing. In short, B2B marketers need to be as creative as ever in reaching out to their customers and standing up to them with new exciting innovations.
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