Humans of Martech By cover art

Humans of Martech

By: Jon Taylor Phil Gamache
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  • Summary

  • Future-proofing the humans behind the tech. Follow Jon and Phil on their mission to help marketers level up and have successful careers in the constantly evolving world of martech.
    ©2024 Humans of Martech Inc.
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Episodes
  • 128: Vish Gupta: Why simplification should come before automation if you want to avoid a Frankenstack

    128: Vish Gupta: Why simplification should come before automation if you want to avoid a Frankenstack
    Jul 16 2024
    What’s up everyone, today we have the pleasure of sitting down with Vish Gupta, Marketing Operations Manager at Databricks. Summary: This episode with Vish is jam packed with advice for marketers making their way through the martech galaxy. We touch on the pitfalls of Frankenstein stacks and the perks of self-service martech. Vish explains why martech isn't just for engineers and highlights the efficiency of customized Asana intake forms. We also tackle the dangers of over-specialization for senior leaders. Additionally, we explore the intersection of martech and large language models (LLMs), providing insights on how to stay ahead in the evolving landscape.About VishVish started started her career as a Business Analyst in sales ops at Riverbed, a network management companyShe later joined Redis Labs – a real time data platform – as a Marketing Coordinator and got her first taste of analytics and reporting covering social, paid and eventsShe had a short contract at Brocade where she was Marketing Ops specialist and worked closely with their data science team to develop marketing reporting using BIShe then joined VMware, the popular virtualization software giant just before they were acquired by Broadcom. She was both a marketing analyst and later shifted to Growth Analyst where she focused more on Go to market strategyToday Vish is Marketing Operations Manager at Databricks, a leader in data and AI tech valued at more than 40BInfluences from a Tech-Infused ChildhoodVish’s upbringing in a tech-savvy household shaped her career path significantly. Her parents, immigrants from India, transitioned into tech for better opportunities, despite initial dreams of cricket and architecture. This drive for a better lifestyle through technology was a core narrative in her family.Interestingly, Vish initially rebelled against this tech-centric world. She pursued psychology, striving to carve out her unique path. However, practicality led her back to tech, aligning her career with her desired lifestyle. This shift wasn't romantic but highlighted her adaptability and strategic thinking.Her parents' relentless upskilling and enthusiasm for technology left a lasting impression. Their constant engagement with new tools and innovations inspired Vish to embrace learning and staying current with tech trends. This mindset proved invaluable in her role at Databricks, where technological adeptness is key.Growing up in Silicon Valley provided Vish with a unique network and role models in tech. This environment, combined with her parents' stories and actions, underscored the importance of tech as a vehicle for advancement and success.Key takeaway: Vish's tech-centric upbringing, driven by her immigrant parents' pursuit of better opportunities, significantly shaped her career. Despite initially rebelling by studying psychology, practicality led her back to tech, showcasing her adaptability. Her parents' continuous upskilling inspired her commitment to learning, crucial in her role at Databricks.Why Your Frankenstein Martech Stack is Sabotaging Your SuccessA Frankenstein martech stack is like a tech monster stitched together from mismatched parts, always on the brink of chaos. Avoiding the creation of a Frankenstein stack is challenging for any marketing operations team who is trying to stay on top of new tools. Vish’s mantra is that tools are not problem-solvers on their own; people and processes are the real drivers of solutions.She’s a big proponent of understanding the role each tool plays within the organization. It's crucial to ask, "What is this tool doing?" If a tool isn't effectively serving a business purpose or hasn't been adopted well, it might be time to retire it. Simplification is key before automation. An overly complex or constantly changing process isn't a good candidate for automation.Vish points out a common misconception: the belief that automating everything is the ultimate solution. In reality, automating a clunky or inefficient process can exacerbate issues rather than resolve them. The focus should be on simplifying processes first. Only after streamlining should organizations consider tools that enhance efficiency.In practice, this means critically assessing each tool's contribution to the business. If a tool no longer serves its purpose or complicates processes, it's time to reconsider its place in the stack. Automation should follow simplification, ensuring that processes are as straightforward as possible before adding layers of technology.Key takeaway: Simplification should precede automation. Marketers must critically evaluate their tools and processes, focusing on streamlining before leveraging automation. This approach prevents the creation of a cumbersome, Frankenstein-like martech stack—a tech monster stitched together from mismatched parts, always on the brink of chaos.Empowering Campaign Ops with Self-Serve ModelsSetting up self-service models for campaigns is like to an ...
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    51 mins
  • 127: Carmen Simon: Using brain science to deviate from expected patterns and create memorable content

    127: Carmen Simon: Using brain science to deviate from expected patterns and create memorable content
    Jul 9 2024
    What’s up everyone, today we have the pleasure of sitting down with Carmen Simon, Chief Science Officer at Corporate Visions and Brain Science Instructor at Stanford CS. Summary: Carmen takes us on an adventure exploring the wonders of brain science and how to sustain attention through contrast. We cover embodied cognition, deviating from expected patterns and avoiding the sea of sameness in AI content. We also take a detour into the speculative future of neuroscience and making data impactful through context. About CarmenCarmen has spent her career in multimedia design, writing books, creating and selling companies, and more recently conducting brain science research. She wrote ‘Impossible to Ignore’ – A groundbreaking approach to creating memorable messages that are easy to process, hard to forgetShe started (and still is) at Stanford Continuing Studies teaching several brain science coursesAnd today she’s Chief Science Officer at Corporate Visions where she runs neuroscience research to help businesses increase their persuasive powerShe also recently published another book called Made You Look – a full-color image packed guide on developing persuasive contentEmbodied Cognition in MarketingCarmen highlights the rising trend of embodied cognition in neuroscience. This concept suggests that our brain’s attention, memory formation, and decision-making are influenced by the interaction between the brain, body, and environment. It's not just mental processes but physical engagement that shapes our cognitive functions.She offers practical advice for marketers: involve your audience physically. For example, during a sales presentation or team meeting, encourage note-taking. This simple act engages multiple parts of the body, enhancing memory and focus. In Carmen’s studies, participants who took notes during sessions retained information better than those who just listened.The key is to move beyond passive engagement. Traditional methods often required participants to stay still, but advancements in neuroscience now allow for physical involvement without compromising data accuracy. So, telling your audience to write things down can make a significant difference in how well they remember and engage with your content.This becomes more challenging in remote settings like Zoom. The temptation to type notes digitally is strong, leading to potential distractions. Carmen’s research shows that while digital note-takers wrote more, those who handwrote their notes retained and synthesized information better. Handwriting forces individuals to summarize and critically engage with the content, enhancing the quality of their notes and memory retention.Carmen’s insights suggest that integrating physical activities into your marketing strategies can create a more immersive and memorable experience for your audience. This approach not only boosts engagement but also helps in building stronger connections and better information retention.Key takeaway: Encourage physical involvement in your marketing efforts. Simple acts like note-taking can enhance engagement and retention, leveraging the principles of embodied cognition for more effective and memorable interactions.Enhancing Virtual Engagement with Body CuesCarmen discusses an intriguing neuroscience study comparing brain activity when showing products through slides versus using a whiteboard. She emphasizes that using a whiteboard engages people more effectively. The physical act of drawing grabs attention and creates a dynamic visual experience. When the audience is encouraged to draw along, this engagement deepens even further.Encouraging participants to draw along creates a shared physical activity, reinforcing memory retention. This technique leverages embodied cognition, where physical movement aids cognitive processes. Carmen’s study showed superior recall effects for those who engaged in drawing versus those who only watched slides. After 48 hours, participants who drew remembered more, highlighting the power of active involvement.In a virtual setting, applying these principles requires creativity and discipline. For instance, you can ask participants to take control of the mouse during a demo or encourage them to use a digital whiteboard. Despite the challenges of remote interactions, these physical cues remain crucial for memory retention. Carmen’s research indicates that handwriting notes leads to better retention than typing, emphasizing the need to integrate physical activities in digital environments.Carmen urges marketers to rescue the practice of whiteboarding, even in virtual settings. The visual and physical engagement it provides can significantly enhance memory and decision-making. By reintroducing these techniques, marketers can create lasting impressions and foster better audience connections.Key takeaway: Integrate physical activities like whiteboarding in virtual settings to enhance engagement and memory retention. Encouraging...
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    50 mins
  • 126: Michael Rumiantsau: AI's role in democratizing data narratives for marketers

    126: Michael Rumiantsau: AI's role in democratizing data narratives for marketers
    Jul 2 2024
    What’s up everyone, today we have the pleasure of sitting down with Michael Rumiantsau, Co-Founder and CEO at Narrative BI. Summary: This episode delves into the future of Business Intelligence, highlighting AI's role in democratizing data for marketers, automating insights with LLMs, and the importance of anomaly detection. Michael’s on a mission to make data insights accessible and useful for everyone, not just experts, by leveraging AI to provide tailored, easy-to-understand insights that boost decision-making. The episode also discusses how proprietary data gives companies a competitive edge in the AI market by refining models and creating tailored solutions, while well-structured data sources enhance natural language query tools. Anomaly detection is crucial for quickly identifying issues and uncovering new opportunities, with tools like Narrative BI automating alerts for unusual patterns, reducing the need for constant monitoring, and enabling more strategic decisions. Michael explains how Narrative BI, an augmented analytics platform, not only presents data but also provides context, explains trends, and suggests actionable steps, helping marketers focus on significant changes and improve performance.About MichaelMichael started his career as an electronics engineer and then a backend software engineer where he dived into web dev, db management and API integrationsHe later took on the challenge of being CTO at an IT startup called Flatlogic based in BelarusHe then moved to San Francisco and founded a web and mobile dev consultancy which he ran alongside co-founding a natural language search startup called FriendlyData with a mission of democratizing access to data He went through 500 Startups, a VC seed fund acceleration programFriendlyData was acquired by ServiceNow in less than 3 years and Michael went on to join the company in a central product role to help develop their Natural Query Language AI toolHe’s also an investor at founders.ai, a startup platform for disruptive SaaS productsHis latest entrepreneurial endeavor is Narrative BI, a generative analytics platform that helps growth teams turn raw data into actionable narrativesDeciding When to Commit Fully to Your StartupStarting a business varies greatly depending on personal circumstances. Michael explains that while it might be easier for a young, single entrepreneur to take the plunge, it's a different story for someone with a family. Despite these differences, one thing is clear: at some point, you must go all in. Without full commitment, building something substantial is unlikely.Michael highlights the need to have "skin in the game." This means demonstrating serious commitment, which can convince others to support you. Investors, for example, are more likely to back someone who has shown they are fully invested. For Michael, this commitment meant leaving a secure, high-paying job and investing his own money into his venture, Narrative BI.Michael’s story shows the kind of dedication required. He left behind a seven-figure salary to pursue his startup. This kind of personal risk can be a powerful motivator and a strong signal to potential investors and team members. Making the transition from a stable job to a startup isn’t just a career move; it's a significant life decision that requires careful thought and total commitment.Key takeaway: Aspiring founders need to move from part-time dreamers to full-time entrepreneurs. Taking this leap is crucial for success. Without it, the foundation of your startup may remain weak. It’s about believing in your vision enough to put everything on the line.Encouraging Entrepreneurial Spirit in EmployeesMichael isn’t on his first entrepreneurial venture. He believes expecting startup employees to match a founder's dedication is unrealistic. Founders often work around the clock due to their significant equity stakes, but employees with smaller shares shouldn't be pressured to do the same.Michael values his employees' time and boundaries. He doesn't track how many hours they work, focusing instead on their contributions. This approach creates a healthier work environment, where employees feel appreciated for their results, not just their hours.He also encourages side hustles. For Michael, these ventures aren't distractions; they're sources of valuable experience that can benefit the company. His small team of eight includes individuals with diverse entrepreneurial backgrounds, with many already engaged in other income-generating activities. Michael sees this diversity as an advantage, bringing fresh ideas and perspectives to the company. This is a refreshing perspective coming from a founder and not shared by everyone. Shopify CEO for example is well known for discouraging side hustles and expects unshared attention from his team.Michael takes pride in his employees' entrepreneurial efforts. If someone leaves to start their own company, he sees it as a success and supports them fully. By...
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    50 mins
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