CRM? ESP? CMS? CDP? The bigger question: Do you really need all these platforms to be successful? Sure, technology tools are essential to your media company operation. But they can also be a giant expense, a time suck, and confusing as hell.
Elizabeth Kachoris (Sr Director, Digital & Data, PMMI Media Group) is the Tech Whisperer. She’s also the slayer of inefficiency and bad tech integrations. Here she shares some of her insights into media tech platforms with us.
What are some keys to recognizing “tech overload” and that it’s time for change?
ELIZABETH: “You know that you are reaching tech overload when your team is unable to keep up with the new and interesting feature releases from your key vendors.
Each application in your tech stack needs to have a product owner that can read, investigate and absorb new releases to determine how to implement any changes in your business. If you don’t have time for this – you have too much tech!”
What new trends do you see coming in the combined worlds of audience development and technology?
ELIZABETH: “What’s old is new! We are seeing more personalization – combining multiple methods of reaching audience from telemarketing to print to web capture. And we are constantly working to define our core audience and make sure that the right people are seeing our messages.”
Editor’s note: Elizabeth will be a keynote speaker at the Niche B2B CEO Summit in Denver, Jun 19-20. There’s still a few seats left–join us!
More about Elizabeth: Elizabeth is the Senior Director for Digital and Data at PMMI Media Group, a B2B publisher focused on packaging and processing professionals. She started her time at PMMI managing audience data technology, implementations and support across teams, with rollouts of SalesForce, IBM Marketing Cloud, Sugar, Personify and Track Via. She was then given added responsibility for audience development functions and technology, tying together two large (and vital) functions within PMMI. Thanks to gigs at Google and Think! Inc. Elizabeth can get into the weeds of programming as well as manage and direct the strategy. She also picked up audience and partnership skills as an Entity Relationship Manager for the American Bar Association.
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