Home > Companies > Thought Leaders > Q&A with Matthew Parisi, Director of Product Marketing at Tealium

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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Amnet Digital announces a launch of Swift Insights, an AI-powered analytics platform help businesses make informed decisions

Amnet Digital | January 10, 2024

Amnet Digital, a leading Data, Analytics & AI solutions company that is powering businesses and automating operations, today officially launched Swift Insights, an AI-powered analytics platform to accelerate businesses with data-driven insights and make informed decisions through intuitive dashboards. In today's groundbreaking AI-led innovation era, Swift Insights assists organizations reinvent their business performance with Gen AI and LLMs to uncover new growth opportunities. With Gen AI at its core, Swift Insights expands its AI-powered analytics platform with closed-loop dashboards and advanced reports that solves key business challenges and elevates decision making authority toward customer acquisition to retention and loyalty. Product Key Features AI Analytics: Predictive and Prescriptive analytics using AIML algorithms. Report Management: Single platform for enterprise data discovery and report management. Decision Making: Make the right decisions at the right time and act fast under dynamic market needs. Business Insights: AI-powered reports with actionable insights. Q&A Analytics: LLM powered instant business related answers from the data. This product launch also expands the offerings with state-of-the-art advanced data security and compliance with greater resilience for business. The platform also enables proactive measures to minimize tech disruptions for scheduled upgrades and patching that means the company will witness less down time. "As we launch Swift Insights, we are excited to bring a transformative solution to businesses and harness the full power of the organizational data. Our AI-powered analytics platform underscores Amnet Digital's commitment to tech innovation and excellence in the Data, Analytics, & AI space" said, Krishna Reddy, CEO at Amnet Digital. Get actionable insights 10x faster from your business data stack! Would you like to see how? Request a demo and see for yourself, with no strings attached. Swift Insights drive and measure company success by the real value which is deliver for the clients, partners, communities, and employees. About Swift Insights Swift Insights is an AI-powered analytics platform that accelerates and transforms your business data into actionable insights to make informed decisions. * Powered by Amnet Digital. About Amnet Digital Amnet Digital is a Data, Analytics & AI solutions company that helps businesses to make data driven decisions and automate IT & business operations. We help customers to realize the higher value of their digital transformation initiatives and drive positive business impact leveraging our Analytics & AI digital accelerators. A winner of the "Telangana State Awards 2023" under Best Services category.

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Data Architecture

SingleStore Announces Real-time Data Platform to Further Accelerate AI, Analytics and Application Development

SingleStore | January 25, 2024

SingleStore, the database that allows you to transact, analyze and contextualize data, today announced powerful new capabilities — making it the industry’s only real-time data platform. With its latest release, dubbed SingleStore Pro Max, the company announced ground-breaking features like indexed vector search, an on-demand compute service for GPUs/ CPUs and a new free shared tier, among several other innovative new products. Together, these capabilities shrink development cycles while providing the performance and scale that customers need for building applications. In an explosive generative AI landscape, companies are looking for a modern data platform that’s ready for enterprise AI use cases — one with best-available tooling to accelerate development, simultaneously allowing them to marry structured or semi-structured data residing in enterprise systems with unstructured data lying in data lakes. “We believe that a data platform should both create new revenue streams while also decreasing technological costs and complexity for customers. And this can only happen with simplicity at the core,” said Raj Verma, CEO, SingleStore. “This isn’t just a product update, it’s a quantum leap… SingleStore is offering truly transformative capabilities in a single platform for customers to build all kinds of real-time applications, AI or otherwise.” “At Adobe, we aim to change the world through digital experiences,” said Matt Newman, Principal Data Architect, Adobe. “SingleStore’s latest release is exciting as it pushes what is possible when it comes to database technology, real-time analytics and building modern applications that support AI workloads. We’re looking forward to these new features as more and more of our customers are seeking ways to take full advantage of generative Al capabilities.” Key new features launched include: Indexed vector search. SingleStore has announced support for vector search using Approximate Nearest Neighbor (ANN) vector indexing algorithms, leading to 800-1,000x faster vector search performance than precise methods (KNN). With both full-text and indexed vector search capabilities, SingleStore offers developers true hybrid search that takes advantage of the full power of SQL for queries, joins, filters and aggregations. These capabilities firmly place SingleStore above vector-only databases that require niche query languages and are not designed to meet enterprise security and resiliency needs. Free shared tier. SingleStore has announced a new cloud-based Free Shared Tier that’s designed for startups and developers to quickly bring their ideas to life — without the need to commit to a paid plan. On-demand compute service for GPUs and CPUs. SingleStore announces a compute service that works alongside SingleStore’s native Notebooks to let developers spin up GPUs and CPUs to run database-adjacent workloads including data preparation, ETL, third-party native application frameworks, etc. This capability brings compute to algorithms, rather than the other way around, enabling developers to build highly performant AI applications safely and securely using SingleStore — without unnecessary data movement. New CDC capabilities for data ingest and egress. To ease the burden and costs of moving data in and out of SingleStore, SingleStore is adding native capabilities for real-time Change Data Capture (CDC) in for MongoDB®, MySQL and ingestion from Apache Iceberg without requiring other third party CDC tools. SingleStore will also support CDC out capabilities that ease migrations and enable the use of SingleStore as a source for other applications and databases like data warehouses and lakehouses. SingleStore Kai™. Now generally available, and ready for both analytical and transactional processing for apps originally built on MongoDB. Announced in public preview in early 2023, SingleStore Kai is an API to deliver over 100x faster analytics on MongoDB® with no query changes or data transformations required. Today, SingleStore Kai supports BSON data format natively, has improved transactional performance, increased performance for arrays and offers industry-leading compatibility with MongoDB query language. Projections: To further advance as the world’s fastest HTAP database, SingleStore has added Projections. Projections allow developers to greatly speed up range filters and group by operations by introducing secondary sort and shard keys. Query performance improvements range from 2-3x or more, depending on the size of the table. With this latest release, SingleStore becomes the industry’s first and only real-time data platform designed for all applications, analytics and AI. SingleStore supports high-throughput ingest performance, ACID transactions and low-latency analytics; and structured, semi-structured (JSON, BSON, text) and unstructured data (vector embeddings of audio, video, images, PDFs, etc.). Finally, SingleStore’s data platform is designed not just with developers in mind, but also ML engineers, data engineers and data scientists. “Our new features and capabilities advance SingleStore’s mission of offering a real-time data platform for the next wave of gen AI and data applications,” said Nadeem Asghar, SVP, Product Management + Strategy at SingleStore. “New features, including vector search, Projections, Apache Iceberg, Scheduled Notebooks, autoscaling, GPU compute services, SingleStore Kai™, and the Free Shared Tier allow startups — as well as global enterprises — to quickly build and scale enterprise-grade real-time AI applications. We make data integration with third-party databases easy with both CDC in and CDC out support.” "Although generative AI, LLM, and vector search capabilities are early stage, they promise to deliver a richer data experience with translytical architecture," states the 2023 report, “Translytical Architecture 2.0 Evolves To Support Distributed, Multimodel, And AI Capabilities,” authored by Noel Yuhanna, Vice President and Principal Analyst at Forrester Research. "Generative AI and LLM can help democratize data through natural language query (NLQ), offering a ChatGPT-like interface. Also, vector storage and index can be leveraged to perform similarity searches to support data intelligence." SingleStore has been on a fast track leading innovation around generative AI. The company’s product evolution has been accompanied by high-momentum growth in customers and surpassing $100M in ARR late last year. SingleStore also recently ranked #2 in the emerging category of vector databases, and was recognized by TrustRadius as a top vector database in 2023. Finally, SingleStore was a winner of InfoWorld’s Technology of the year in the database category. To learn more about SingleStore visit here. About SingleStore SingleStore empowers the world’s leading organizations to build and scale modern applications using the only database that allows you to transact, analyze and contextualize data in real time. With streaming data ingestion, support for both transactions and analytics, horizontal scalability and hybrid vector search capabilities, SingleStore helps deliver 10-100x better performance at 1/3 the costs compared to legacy architectures. Hundreds of customers worldwide — including Fortune 500 companies and global data leaders — use SingleStore to power real-time applications and analytics. Learn more at singlestore.com. Follow us @SingleStoreDB on Twitter or visit www.singlestore.com.

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