Q&A with Diane Perlman, CMO at Blis

Diane Perlman, CMO at Blis, is an established marketing leader with various brand experiences at Microsoft, as well as startup, scaleup, and agency-side experience. She is adept at creative problem solving with an agility to learn. She holds a track record in delivering results in structured and unstructured environments. You can follow her on Twitter here.

B2B marketers need to get ever-more creative about how to reach customers and get in front of them with exciting new developments. 



MEDIA 7: What inspired you to get into marketing? Please take us through your journey.
DIANE PERLMAN:
I always knew that I had a talent for words and creativity, and marketing was an area of interest for me. At university, I studied mass communications, and this solidified my path in the direction of marketing. Later, I got a Master's in business as well, which I thought would help me to more deeply understand all aspects of business and management. I wanted to be a stronger leader and a better partner in finance and sales, which are crucial to marketing success.

Right out of university, I started as a writer for a small independent agency and moved through most of the marketing disciplines, from PR to advertising to digital, both agency and client-side as well as large corporates like Microsoft, startups, and AdTech scaleups like Unruly and Blis more recently in my career. I got introduced to the entrepreneurial world of tech and, what was then called, ‘new media’ and I think it’s safe to say, I was hooked! I made the jump from a strategic PR agency to a startup tech company, and my life changed forever. It was that role that took me from the US across to the UK, where I’ve been living now for over 20 years. I’ve never looked back since then.

M7: How do you focus on demand generation as well as long-term brand building at Blis?
DP:
At a smaller company, it’s always a fine balance, because the focus is usually on driving leads vs long-term brand building. But both are important. I recently read some research conducted by LinkedIn in 2019, which found B2B brands that invest at least 50% of their budget in long-term brand building deliver the best financial returns in terms of market share growth, profitability, and revenue. Not only that, brand building does drive short-term sales – if you think about it, you’re much more likely to buy today from a brand that you know and like. So, for me and my team, it’s about finding that balance and having the right strategies and tactics, from awareness through to lead gen and sales.


Brand building drives short-term sales – if you think about it, you’re much more likely to buy today from a brand you know and like.



M7: How do you target content to your audience, and what are the challenges that you face while producing effective content?
DP:
Over the past year, we’ve had a content-heavy marketing strategy. When COVID-19 hit, we didn’t want to be just part of the noise. We knew we had to be as useful as possible to our clients, and that became our mantra. Blis operates in the AdTech industry and specifically, we are the leading privacy-first, location-powered programmatic partner. Our insights team produces an abundance of interesting insights using movement data across a variety of verticals. This gave the marketing team plenty to work with, as clients and our sellers alike were crying out for clues as to movement patterns and changing consumer behaviors. 
We produced several interactive ‘white papers’ and a regular ‘changing behaviors’ blog series and, given the budget constraints, we relied on our blog and social channels as well as direct email marketing to clients to distribute this exciting insights content. We also leveraged partner co-marketing with allied companies to expand our circle and drive reach.

One of the recurring challenges in a global business is that the local markets want local content, which makes driving a global content more challenging. But during the height of COVID-19 in 2020, all our markets were interested in learning from each other, especially from regions that were further along in the COVID-19 journey towards recovery. As a result, we were able to produce meaningful global content pieces. We also created a consumer confidence pulse for several key markets so that we could have an ongoing insights feed, to inspire our clients. 

M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
DP:
For Blis, our offering has traditionally been about working with the world’s largest brands and media agencies to drive foot traffic in stores. As the COVID-19 era has accelerated the move toward online and e-commerce, so one of the first challenges was to pivot to develop new tracking and measurement solutions and partnerships that enable us to drive consumers to a landing page or a shopping cart and measure that activity vs primarily in-store footfall.

The second challenge for any company operating in the AdTech industry, or indeed any brand that is doing advertising, is to develop and market products that reach consumers in a privacy-first way due to changing regulations, the death of the cookie, and the reduction of personal identifiers across Apple devices. While Blis has a heritage of privacy-first technologies, we have been working hard to future proof our offerings and innovate at this historic inflection point for the industry.

Thirdly, and what is hopefully a more transient challenge, is the limitations on face-to-face interactions with clients that are typically part and parcel of B2B marketing, from product roadshows to events. This means that B2B marketers need to get ever-more creative about how to reach customers and get in front of them with exciting new developments.


You don’t need to be a ‘techy’ or an engineer to work in tech. Be brave and avoid self-limiting beliefs when entering tech or any other career. 



M7: How are promotional tactics changing for products and services launching during these periods?
DP:
As marketers, we need to keep innovating, testing, and learning to try to breakthrough. As an example, I’ve been receiving and seeing more and more personalized video messages in emails that are really compelling and make you want to click. Even ‘old fashioned’ personalized gifting is taking on even more importance in this COVID-19 era as well, to create memorable moments and experiences for clients. ‘Zoom fatigue’ is real, so we also need to innovate from the standard webinar, moving to more on-demand content, where customers can view in their own time, or other more interactive formats, designed to engage and entertain.

M7: Your advice for young women considering a career in high tech?
DP:
The most important thing for young women to consider is that you don’t need to be a ‘techy’ or an engineer to work in tech. I’ve worked in and around tech almost my whole career, and as a marketer, what attracts me is the pace of the industry and also the challenge of simplifying complex messages and making them understandable and compelling. I also encourage young women to be brave and avoid self-limiting beliefs when entering tech or any other career. Self-belief and not being afraid to fail will go a long way to inspire the bravery needed to try new things, build credibility and make your mark. Just go for it!

ABOUT BLIS

Blis is the leading privacy-first, location-powered programmatic advertising partner. We deliver accurate targeting at scale without reliance on personal data, helping the world’s largest brands and media agencies drive key business outcomes through personalised and high-performing digital advertising. Established in the UK in 2004, Blis now operates in more than 40 offices across five continents and works with the world’s largest and most customer-driven companies across all verticals.

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Itamar Benedy, CEO and Co-founder of Anzu.io, was previously the CEO of Glispa, a Berlin-based advertising firm with €100M in annual revenues, a team of 250 people, and 9 international offices. Itamar led the acquisitions of JustAd, a playable ads start-up, and Relevantech, a Telecom monetization platform. Previously, Itamar served as the VP of Marketing at Sport.com and Yoga.com, leading the user acquisition, monetization, and analytics teams. He guided Sport.com to become a market-leading fitness firm and transformed mHealth into a business with over 40 million downloads across 30 apps. With a decade of experience in mobile and marketing, Itamar is a member of the Mobile Steering Group Board of IAB, and the Young President Organization (YPO). He was also nominated for Forbes Israel 30 under 30 in 2016.

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Business Wire | October 03, 2023

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Business Wire | October 05, 2023

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Business Wire | September 28, 2023

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The integration enables brands to onboard their audiences into FreeWheel‘s TV platform and transact direct deals with premium CTV publishers. Brands can now leverage their first-party data in conjunction with LiveRamp’s RampID and activate on FreeWheel’s premium video supply. One key benefit is that every impression can now be measured, resulting in better measurement and ROI for marketers. “Premium addressable CTV inventory is the new must-have for every advertiser,” said Travis Clinger, SVP, Activations and Addressability, LiveRamp. “FreeWheel’s integration to support LiveRamp’s addressability will power more accurate, people-based marketing across some of the world’s leading streaming publishers, enabling marketers to drive the business outcomes they need.” With third-party identifiers such as the cookie on the decline, we teamed up with LiveRamp to create a new solution for marketers to reach and engage with relevant audiences, said Matt Clark, VP, Strategic Partnerships, FreeWheel. “The end result is a much needed new offering that combines the strength of LiveRamp’s identity framework, FreeWheel’s expertise and scale in premium video, and the benefits of addressable advertising. We’ve designed, built, and are introducing this new solution with a focus and commitment to privacy, so that advertisers can get ahead of and succeed in today’s evolving media landscape.” “We are pleased to extend our longtime ATS implementation into the ad-supported version of AMC+ coming this October and this important new inventory,” said Scott Keating, VP, Audience and Data Platforms, AMC Networks. “This capability will drive our leadership position in delivering addressability for our partners while extending scale of high-quality audiences rooted in authentication.” “Paramount Advertising is steadfast in delivering the most advanced and flexible offerings for marketers to reach their target audiences across our leading portfolio of networks and streaming services,” said Todd Bender, SVP, Ad Platforms, Paramount. “LiveRamp has been a longstanding partner as a key member of the Paramount Identity Framework, and this partnership with FreeWheel will enable us to further enrich bid requests and unlock even more powerful opportunities for advertisers across our EyeQ footprint of more than 90 million full-episode viewers.” Through this global partnership, FreeWheel and LiveRamp are bringing a privacy-focused solution to CTV publishers, enabling publishers to create audience-based targeting for buy-side platforms on authenticated publisher inventory. LiveRamp’s ATS is the standard for post-signal connectivity and leads the way in interoperability with Google Display & Video 360’s PAIR, The Trade Desk’s UID 2.0, and Publicis’s CORE ID. Publishers working with LiveRamp and FreeWheel will now be able to benefit from increased demand and CPMs on their ATS inventory. This new industry solution will be available in market beginning in Q4 2023. About LiveRamp LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and foundational identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners. Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at LiveRamp.com. About FreeWheel FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.

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Ad Tech and Martech

PMG Acquires Camelot Strategic Marketing & Media, Expanding Services to Drive Transformational Impact

Business Wire | October 03, 2023

PMG today announced the acquisition of Camelot Strategic Marketing & Media, one of the largest independent agency buyers of video, OTT, and CTV, and leaders across business and marketing transformation for more than 40 years. Headquartered in Dallas, TX, Camelot, whose marquee customers include Intuit, Charter Communications, Experian, Michaels, and Whole Foods, will join PMG, an independent, global full-funnel marketing and technology company headquartered in Fort Worth, Texas. According to PMG’s CEO and Founder George Popstefanov, Camelot is a perfect complement to PMG’s hyper-focus on the customer. “As the landscape evolves rapidly, customers require agency partners that deliver a data-informed, tech-enabled, integrated solution obsessed with outcomes, not outputs. The acquisition of Camelot brings advanced expertise in CTV, OTT, traditional media, and measurement to further PMG’s full-funnel, fully integrated model.” He adds: “Camelot has built an unrivaled video practice leading the industry. Their commitment to innovation and furthering the video industry is well aligned with PMG’s technological advancements, automation, and innovation.” The acquisition of Camelot is further evidence of PMG’s philosophy of always changing for the better. With the addition of nearly 160 Camelotians, PMG continues to invest in transformation that drives material impact for our customers across media, strategy, analytics, creative, all enabled by technology. Our customers push us daily to help them solve their biggest business challenges. Our commitment to heightened accountability and driving business impact has allowed PMG to work side-by-side with the C-Suite of top brands to transform for the future, says Popstefanov. The synergies between PMG and Camelot continue when it comes to employees. PMG has been named to AdAge Best Places to Work for eight consecutive years and touts a 90 percent employee retention rate over the last five years. “PMG’s commitment to people and culture was one of the first things that caught our eye. Doing the right thing is never easy, but it’s clear that PMG has prioritized its values even when it was difficult. Camelot has always believed that a happy workplace environment leads to consistently satisfied clients, and we are excited about the bright future ahead and what it means for our people and our customers,” says Sam Bloom, CEO of Camelot. Camelot has also earned top recognition for its workplace culture and commitments, including AdAge Best Places to Work, Inc. Best Workplaces, and Top 100 Places to Work by The Dallas Morning News. The company integration begins immediately, and clients' needs will drive the timing of specific synergies across teams and capabilities. George Popstefanov will be the CEO of the combined company, driving the vision and ambition of nearly 700 PMGers worldwide. About PMG PMG is a global independent digital company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG uses business strategy and transformation, creative, media, and insights, along with our proprietary marketing intelligence platform Alli, to deliver Digital Made for Humans™. With offices in New York, London, Dallas/Fort Worth, Austin, Atlanta, and Cleveland, our team is made up of over 500 employees globally, and our work for brands like Apple, Nike, Best Western Hotels & Resorts, Gap Inc., Kohler, Momentive, Sephora, and Shake Shack has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year. Named to AdAge’s 2023 A-List, MediaPost’s 2023 Independent Agency of the Year, and Adweek’s 2021 Breakthrough Media Agency of the Year, PMG has grown through commitments to continuous improvement, business integrity, and cultivating dynamic relationships. We are proud to be named among Fast Company’s Best Workplaces for Innovators, Fortune’s 2023 #1 Best Places to Work, and Best Workplaces for Women, and to be the only company named to Ad Age’s Best Places to Work eight years in a row. For more information about PMG, visit www.pmg.com. About Camelot Trailblazing through 40 years in the media and marketing industry, Camelot Strategic Marketing & Media, is a Dallas-based independent agency with over 150 employees in cities across the U.S. – including New York, Los Angeles, and Baltimore. They partner with intellectually curious, want-to-get smarter leaders from the world's biggest brands – from TurboTax to Whole Foods to Michaels – to provide media-agnostic, transparent, insight-driven media and marketing strategy and execution that drives stellar results. For more information on Camelot, visit camelotsmm.com.

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