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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data.world Integrates with Snowflake Data Quality Metrics to Bolster Data Trust

data.world | January 24, 2024

data.world, the data catalog platform company, today announced an integration with Snowflake, the Data Cloud company, that brings new data quality metrics and measurement capabilities to enterprises. The data.world Snowflake Collector now empowers enterprise data teams to measure data quality across their organization on-demand, unifying data quality and analytics. Customers can now achieve greater trust in their data quality and downstream analytics to support mission-critical applications, confident data-driven decision-making, and AI initiatives. Data quality remains one of the top concerns for chief data officers and a critical barrier to creating a data-driven culture. Traditionally, data quality assurance has relied on manual oversight – a process that’s tedious and fraught with inefficacy. The data.world Data Catalog Platform now delivers Snowflake data quality metrics directly to customers, streamlining quality assurance timelines and accelerating data-first initiatives. Data consumers can access contextual information in the catalog or directly within tools such as Tableau and PowerBI via Hoots – data.world’s embedded trust badges – that broadcast data health status and catalog context, bolstering transparency and trust. Additionally, teams can link certification and DataOps workflows to Snowflake's data quality metrics to automate manual workflows and quality alerts. Backed by a knowledge graph architecture, data.world provides greater insight into data quality scores via intelligence on data provenance, usage, and context – all of which support DataOps and governance workflows. “Data trust is increasingly crucial to every facet of business and data teams are struggling to verify the quality of their data, facing increased scrutiny from developers and decision-makers alike on the downstream impacts of their work, including analytics – and soon enough, AI applications,” said Jeff Hollan, Director, Product Management at Snowflake. “Our collaboration with data.world enables data teams and decision-makers to verify and trust their data’s quality to use in mission-critical applications and analytics across their business.” “High-quality data has always been a priority among enterprise data teams and decision-makers. As enterprise AI ambitions grow, the number one priority is ensuring the data powering generative AI is clean, consistent, and contextual,” said Bryon Jacob, CTO at data.world. “Alongside Snowflake, we’re taking steps to ensure data scientists, analysts, and leaders can confidently feed AI and analytics applications data that delivers high-quality insights, and supports the type of decision-making that drives their business forward.” The integration builds on the robust collaboration between data.world and Snowflake. Most recently, the companies announced an exclusive offering for joint customers, streamlining adoption timelines and offering a new attractive price point. The data.world's knowledge graph-powered data catalog already offers unique benefits for Snowflake customers, including support for Snowpark. This offering is now available to all data.world enterprise customers using the Snowflake Collector, as well as customers taking advantage of the Snowflake-only offering. To learn more about the data quality integration or the data.world data catalog platform, visit data.world. About data.world data.world is the data catalog platform built for your AI future. Its cloud-native SaaS (software-as-a-service) platform combines a consumer-grade user experience with a powerful Knowledge Graph to deliver enhanced data discovery, agile data governance, and actionable insights. data.world is a Certified B Corporation and public benefit corporation and home to the world’s largest collaborative open data community with more than two million members, including ninety percent of the Fortune 500. Our company has 76 patents and has been named one of Austin’s Best Places to Work seven years in a row.

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