Q&A with Collette Johnson, Product Marketing Specialist at Redgate Software

Collette Johnson, Product Marketing Specialist at Redgate Software, serves as the key player in the marketing success of the organization. She is known for always delivering the highest standards of work for the benefit of the businesses she works for.

MEDIA 7: Congratulations on being listed as one of the ‘Top 100 Product Marketing Influencers 2020’! What inspired you to get into marketing?
COLLETTE JOHNSON:
For me, it was all about the customer. Very early on in my career, I realized that enabling organizations to embrace new technology to drive their successes excited me, and this is what inspired me towards a career in marketing. I’m really passionate about understanding how to engage people, learning what messaging and narratives help them in making decisions, and how to enable sales to succeed through the materials we produce. I thoroughly enjoy the learning that you get in marketing and how everything you do is different as you are testing and iterating for the best outcome for customers.

Commitments are the key to helping people embrace careers in product marketing and to understand what the job entails.


M7: What are the factors that drew you to joining Redgate Software? Please take us through your journey.
CJ:
The biggest factor for me joining Redgate software was the value that they put on marketing and how instrumental it is in the success of the organization. I joined the organization at an exciting phase of growth, which in product marketing brings lots of exciting challenges in terms of strategic vision, messaging realignment, understanding the importance of new personas and the complex interactions between key stakeholders, and understanding the changing needs of our customers.

So far, I’ve worked on our data protection and privacy offerings and feel the impact we have made to our clients with re-positioning has been transformational to individuals in their roles and the wider organization. This year, I will be working with our monitoring team and that brings a whole new challenge with it which I’m really looking forward to embracing. The key thing about Redgate is every day is different and we are talking to our customers daily which is extremely empowering in marketing and I believe makes for outstanding and powerful product marketing.

M7: What is your approach towards market research, both customer and competitor focused?
CJ:
Great market research is the key and something I believe is what makes excellent marketers. For me in both customer and competitor, it’s ensuring a mix of formal and informal insights from across the market may that be customers, key opinion leaders, analysts. It’s also ensuring you are keeping engaged on these areas frequently – every week I put aside an afternoon to update on competitor research (I also have active searches set up for when competitors are mentioned in PR etc. to ensure I have the minutest intelligence for when I might need to react to strengthen our offerings).

Additionally, to this, I speak with our customers every week to ensure that we have continuous up-to-date insights. Recently, I have implemented a Digital Mural for sales, marketing and product to input insights as they are gaining, which we review weekly and decide which warrant further investigation - it’s a superb tool for subtle changes in the market or for seeing patterns so that we can act quickly for benefits to the business.


Never give up. Marketing is a very competitive space and can be hard to break into. Get yourself a mentor to help you explore the different areas of marketing and support you in gaining experience.

M7: What marketing strategies are you looking forward to implement in 2021 and why?
CJ:
The one I am most looking forward to is looking at the complex decision-making processes in enterprise and understanding how to bring success to these organizations. I enjoy understanding what organizations need but ensuring that key stakeholders' voices are heard and reflected in the marketing I produce to ensure as much success as is possible is achieved with the portfolio of products that I work on. This, then needs to be translated across the organization to ensure understanding and so that we can ensure success with these groups and this is something I really enjoy and the initial feedback on these insights is key to ensure long term strategic success.

M7: You also have several commitments such as mentoring, educating in the business sector and partaking in podcasts such as Product Marketing Life. How do you maintain a balance between work and other such commitments?
CJ:
For me, those commitments are the key to helping people embrace careers in product marketing and to understand what the job entails and I feel is essential as an influencer in this space to not only educate people moving into this space but also to share insights with organizations to drive growth and awareness of the importance of product marketing.

Outside my commitments around education and awareness, I enjoy taking time away from the screen – I think that’s important to ensure balance and that you don’t burn out. I have set a switch off on my devices so I can’t access them after a certain time at night, so they don’t alert me and pull me back into a workspace in my head. If it is an emergency people know how to get hold of me away from emails and slack etc.

I like to do creative activities that ensure a digital break – it’s also where I get my best ideas and thoughts. You’ll mostly find me in my sewing room dressmaking covered in pins, outside with nature for a run to escape, or in the kitchen relaxing creating something very tasty (mostly with lots of cheese).


Outside my commitments around education and awareness, I enjoy taking time away from the screen – I think that’s important to ensure balance and that you don’t burn out.

M7: What is the marketing mantra that you swear by?
CJ:
Why does the customer care? It's extremely important to me – everything I do in my role is to enable the customer, so that every day I look at the work I do and ask myself how it helped them, why would they care about the work I’m doing, how will they benefit. It’s so easy in the middle of project work to forget why you are doing it and that you are the voice of the customer and to remember that I believe elevates the standard and outcome of the work you produce.

M7: Your advice for young women considering a career in marketing?
CJ:
Never give up. Marketing is a very competitive space and can be hard to break into. The first thing I’d advise is to get yourself a mentor to help you explore the different areas of marketing and support you in gaining experience and understanding – organizations such as the Product Marketing Alliance have a mentor program which I take part in and is a great step into helping kick start your career.

The other piece of advice is to do your research- look into the different roles and types of organizations and understand what excites you – I really enjoy the strategy and positioning align with very technical problems and therefore B2B tech was a good fit for me, so understanding the different flavors of roles, customers and market segments is really important.

ABOUT REDGATE SOFTWARE

Redgate makes ingeniously simple software used by over 800,000 IT professionals around the world and is the leading Microsoft SQL Server tools vendor. Redgate’s philosophy is to design highly usable, reliable tools which elegantly solve the problems developers and DBAs face every day and help them to adopt compliant database DevOps. As well as streamlining database development and preventing the database being a bottleneck, this helps organizations introduce data protection by design and by default. As a result, more than 100,000 companies use Redgate tools, including 91% of those in the Fortune 100.

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But laborious processes can often end in a “bulk approval” to save time and check an audit box instead of accurately reviewing access rights to ensure the right business outcomes. RadiantOne’s AI-driven approach will be a paradigm shift in the way people work, forever transforming and streamlining the usually time-consuming UAR process down to days and minutes instead of months. “Historically, user access reviews are a highly manual process–a ‘necessary evil’ within security practices. This approach not only creates fatigue for the team but also introduces a considerable amount of risk,” says Dr. John Pritchard, Chief Product Officer at Radiant Logic. “While this may work in the short term to satisfy auditor requirements, the company’s assets are never truly protected. There is also still the risk that something may be overlooked, or someone within the business has retained access to something they shouldn’t. 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SingleStore Announces Real-time Data Platform to Further Accelerate AI, Analytics and Application Development

SingleStore | January 25, 2024

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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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