Digital Transformation in Marketing

About the Guest

Mariana Cogan is the CMO at People.ai. Before being the CMO, she was the SVP of Digital Experience and Engagement at PTC, where she pioneered the application of People.ai’s technology to build the revenue engine of the future, leading PTC to win Forrester’s Program of the Year for her “RO&I Engine.” Before PTC, Mexico-born Cogan held various roles of increasing responsibility in the software industry, and she is an advocate for diversity, inclusion, and uplifting minorities in the tech space. She believes deeply that diverse companies are more innovative and outperform less diverse ones. Cogan earned a master of business administration (MBA) from Babson College and a bachelor’s degree from Jochi University in Tokyo, Japan.

Connect with Mariana Prado Cogan 

Key Takeaways

• Marketing is now redefined with digital transformation. Leverage technology to solve a business challenge, problem, or even an opportunity.
• Technology allows for marketing to build a predictable engine that can be used to deliver results reflected in sales efficiently and effectively.
• Personalization is key to creating an ideal playbook for driving better results and empowering GTM.
• Digital transformation is important for companies to go through to provide engaging and revenue intelligence to their customers.
• The critical steps for building a playbook for your GTM include knowing your buying group, orchestrating campaigns, and engaging with accounts at the account level.

Quote

“You want to make sure that what you’re saying is easy to digest. Remember that nobody will listen to you if your message is unclear, no matter how expensive your marketing materials might be. If the messaging is not clear, people are not going to pay attention.” – Mariana Prado Cogan

Highlights from the Episode

Why is there a need for the digital transformation of marketing?

Most of the buyer’s journey happens online, so businesses need to track and understand it to market better to potential customers.

What role does technology play in this redefined approach to marketing?

Personalization through technology allows marketers to understand their customer’s interests and needs, which allows for better alignment between marketing and sales. Finally, marketing can work side by side with sales to deliver results.

Has this change also led to an increase in efforts towards branding and positioning?

70% of the buyer’s journey takes place online. The change in how buyers purchase goods and services has led to an increase in efforts towards branding and positioning by companies. This is because it is now more important than ever to have a strong online presence and be able to connect with potential customers easily.

What does your ideal playbook for driving better results and empowering GTM look like?

To drive better results and empower GTM, you need to get to know your buyer group, orchestrate a campaign, and ensure that sales have the ideal engagement playbook. The perfect playbook for driving better results and empowering GTM involves sales and marketing working in a full alignment, with sales having the perfect engagement playbook. Since customer success plays a major role, starting to build that intelligence that allows not only to close that first deal but having enough engagement is essential.

Given your heritage, what are your thoughts about diversity and inclusion?

Companies need to have programs in place that allow for more inclusion in the workforce. These programs should include better hiring practices such as lowering a number of requirements to acquire diverse talent, mentorship to help develop the skills needed to be successful, and sponsorship to help minorities get promoted and have access to opportunities.

Is there a book, blog, newsletter, website, or video that you would recommend to our listeners?

• Crossing the Chasm by Geoffrey A. Moore
• Start with Why by Simon Sinek
• Building a StoryBrand by Donald Miller
• PartnerHacker 

Shout-outs

Jill Rowley – LP and GTM Advisor at Stage 2 Capital

Monique Elliott – SVP Global Marketing, Industrial Automation at Schneider Electric