Q&A with Matthew Parisi, Director of Product Marketing at Tealium

Matthew Parisi, Director of Product Marketing at Tealium is a cross-channel marketing leader championing a data-driven approach to marketing that has proven results across a broad range of industries, particularly SaaS. His expertise spans digital and traditional marketing channels including customer data management, email, CRM, SEO, SEM, social, display, events and more. He has also helped build many of the world's largest and most respected brands including Accenture, McKinsey, eMarketer, Chiquita, SAP, Microsoft, Sharp Healthcare, and Mercedes.

Aligning the jobs that your product is meant to do with the roles that use your product and the reason why your functionality is best to fill that gap is the name of the game.



MEDIA 7: Could you please tell us a little bit about yourself? What is ‘Marketing’ to you?
MATTHEW PARISI:
Sure! I handle product marketing at a SaaS company called Tealium, makers of what we call the Customer Data Hub. It’s a tool allowing companies to collect and use data to form a complete picture of customer behavior, then automate customer engagement using that understanding.

I grew up working at traditional and digital marketing agencies before jumping over to the brand side for marketing technology tools, like Tealium. I got my start running websites and online campaigns but transitioned to product marketing basically for tools where I was a good target prospect.

I take a broad view of marketing as a critical and strategic function for a company. It’s not the campaigns and tactics that many people commonly use to define marketing, but rather it’s everything that goes into how a product is used to solve issues for customers. Even deciding what to build is marketing. How the product gets leveraged in large part is marketing. Marketing is the complete orchestra working together to create value.

M7: What according to you is the best way to find a qualified audience for your product?
MP:
I would say, organically. By organically, I mean in the flow of someone’s normal life. I don’t mean “unpaid”, but rather making an effort to meet people “in the moment.” You can do that via virtually any channel (though I’d argue certain channels intentionally try to disrupt the people they’re targeting). And you can do that with many different messages, but the message must match the moment. I’m a big fan of creating some sort of transparent and equitable value exchange, intentionally over time.


It’s also easy to spend too much of your time trying to create the perfect piece of content that eventually never even gets read. So there is a time and a place for all forms- just make sure the amount of time you spend on each is aligned with that.



M7: How do you ensure that your sales team understands and presents the products in an engaging manner?
MP:
Simplicity and enablement. Aligning the jobs that your product is meant to do with the roles that use your product and the reason why your functionality is best to fill that gap is the name of the game. The shorter you can do that, the better. We also think a lot about enabling at the snorkel level and the scuba diving level. Providing a map for going from high level to details and back to a high level is really critical for a technical product. It’s easy to get lost in the weeds and many salespeople haven’t necessarily been a practitioner in the thing they’re selling— so you have to give a framework for the high-level value message, how that maps to details, and then how you get back to that value message.

M7: What role does content play for product marketers? Which content format performs best for your product?
MP:
Content plays a huge role, but it’s easy to become too focused on it. It’s also easy to spend too much of your time trying to create the perfect piece of content that eventually never even gets read. These days, people don’t do much long-form reading— unless of course, the ‘informational scent’ is there. So there is a time and a place for all forms…just make sure the amount of time you spend on each is aligned with that. Video content works really well for us. Also a big fan of diagrams and infographics.


Be here now – it can be easy to get too wrapped up planning the perfect future, but if you can truly focus on what’s most important at the moment, you’ll almost always be producing the most value now and into the future.



M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
MP:
First off, it really crowded the digital space, so you had to react to not only changing behavior but also new competitive behavior. For example, B2B marketing solutions commonly use webinars as a centerpiece of demand gen— that space got a lot more crowded.

Secondly, in the midst of big changes, humans will generally get cold feet. Post COVID-19, many companies just paused everything. In retrospect, those who pivoted fastest to digital and omnichannel got big-time rewards. So overcoming inaction was initially a challenge, maybe less so now.

And thirdly, I’d say the omnichannel nature of customer behavior. Before COVID-19, companies already had a fragmented landscape of technologies and venues. That got pushed across even more places. As a B2B marketing department, without the manpower of a B2C brand, that can be difficult to adapt to.

M7: What do you read, and how do you consume information to stay at the top of your game?
MP:
For professional info, I subscribe to email lists, read Reddit and Twitter, and use Google Alerts. Sometimes podcasts, but generally based on a recommendation for a particular episode. Then, I automate my inbox to help me filter. Some of my favorite lists: AVC, Almost Timely News, Morning Brew/Marketing Brew, Other Valleys. In my personal time, I’m pretty much a philosophy nerd.

M7: The best advice that you have ever received?
MP:
Be here now – it can be easy to get too wrapped up planning the perfect future thing, or worrying about if something didn’t go perfectly before…but if you can truly focus on what’s most important at the moment, you’ll almost always be producing the most value now and into the future.

ABOUT TEALIUM

Tealium is the data-first customer data platform. The Tealium Customer Data Hub connects data so that companies can connect with their customers.

The Customer Data Hub encompasses Tealium iQ Tag Management and Tealium EventStream, providing client-side and server-side event data collection and delivery capabilities. Tealium’s customer data platform, AudienceStream, transforms and enriches raw, event-level building block data into visitor profiles and enables business rules to trigger from these profiles.

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SensiML Unveils Data Studio - Next-Generation Sensor Data Management for AI / ML

SensiML | December 20, 2023

SensiML Corporation, a leader in AI software for IoT and a subsidiary of QuickLogic, announced the launch of Data Studio, a ground-breaking platform designed to redefine the landscape of sensor data management. With a focus on practicality and efficiency, Data Studio empowers engineers and data scientists by offering an integrated solution that addresses the most time-consuming tasks in AI engineering projects - creating high-quality datasets for evaluating and developing ML models. According to Cognilytica, a well-respected AI / ML consulting firm, approximately 80% of the total time for machine learning (ML) projects is allocated to data preparation. These tasks include data identification, aggregation, cleansing, labeling, and augmentation – all of which are supported in SensiML's collaborative development environment. SensiML Data Studio significantly improves productivity and simplifies dataset management for anyone working on sensor data ML projects. With real-time connectivity, intuitive visualization tools, sensor data video synchronization, and robust support for large-scale collaborative projects, it offers a seamless experience for developers on edge devices, gateways, PCs, and cloud platforms. A comprehensive overview of all the features of Data Studio can be found on the SensiML website. The primary features are highlighted below: Effortless Data Capture and Import - Capture live sensor data, analyze it instantly, and label any data for seamless insights. Collaboratively Label Sensor Data - Employ flexible labeling methodologies for sensor data, including manual, AI-assisted, and custom – and sync video for effortless complex labeling. Store and analyze data locally on your computer or remotely. Data Analysis and Model Evaluation - Visually compare ML models, filter, transform, and fuse sensor data – all with built-in tools and your own Python expertise. Label and Data Versioning – Keep track of your labels and model results with versioned labels. Easily export your project to an open format. "SensiML Data Studio makes sensor data management and analysis more accessible and efficient, empowering developers to build better, more impactful applications using sensor data across a wide range of industries," said Chris Knorowski, CTO of SensiML. SensiML Data Studio is poised to transform sensor data analysis, offering a valuable resource for researchers, engineers, and data scientists across diverse sectors from agriculture and consumer wearables to medical devices, smart buildings, and factory maintenance. About SensiML SensiML, a subsidiary of QuickLogic (NASDAQ: QUIK), offers cutting-edge software that enables ultra-low power IoT endpoints that implement AI to transform raw sensor data into meaningful insight at the device itself. The company's flagship solution, the SensiML Analytics Toolkit, provides an end-to-end development platform spanning data collection, labeling, algorithm and firmware auto-generation, and testing. The SensiML Toolkit supports Arm® Cortex®-M class and higher microcontroller cores, Intel® x86 instruction set processors, and heterogeneous core QuickLogic SoCs and QuickAI platforms with FPGA optimizations.

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