Q&A with Diane Perlman, CMO at Blis

Media 7 | February 5, 2021

Diane Perlman, CMO at Blis, is an established marketing leader with various brand experiences at Microsoft, as well as startup, scaleup, and agency-side experience. She is adept at creative problem solving with an agility to learn. She holds a track record in delivering results in structured and unstructured environments. You can follow her on Twitter here.

B2B marketers need to get ever-more creative about how to reach customers and get in front of them with exciting new developments. 



MEDIA 7: What inspired you to get into marketing? Please take us through your journey.
DIANE PERLMAN:
I always knew that I had a talent for words and creativity, and marketing was an area of interest for me. At university, I studied mass communications, and this solidified my path in the direction of marketing. Later, I got a Master's in business as well, which I thought would help me to more deeply understand all aspects of business and management. I wanted to be a stronger leader and a better partner in finance and sales, which are crucial to marketing success.

Right out of university, I started as a writer for a small independent agency and moved through most of the marketing disciplines, from PR to advertising to digital, both agency and client-side as well as large corporates like Microsoft, startups, and AdTech scaleups like Unruly and Blis more recently in my career. I got introduced to the entrepreneurial world of tech and, what was then called, ‘new media’ and I think it’s safe to say, I was hooked! I made the jump from a strategic PR agency to a startup tech company, and my life changed forever. It was that role that took me from the US across to the UK, where I’ve been living now for over 20 years. I’ve never looked back since then.

M7: How do you focus on demand generation as well as long-term brand building at Blis?
DP:
At a smaller company, it’s always a fine balance, because the focus is usually on driving leads vs long-term brand building. But both are important. I recently read some research conducted by LinkedIn in 2019, which found B2B brands that invest at least 50% of their budget in long-term brand building deliver the best financial returns in terms of market share growth, profitability, and revenue. Not only that, brand building does drive short-term sales – if you think about it, you’re much more likely to buy today from a brand that you know and like. So, for me and my team, it’s about finding that balance and having the right strategies and tactics, from awareness through to lead gen and sales.


Brand building drives short-term sales – if you think about it, you’re much more likely to buy today from a brand you know and like.



M7: How do you target content to your audience, and what are the challenges that you face while producing effective content?
DP:
Over the past year, we’ve had a content-heavy marketing strategy. When COVID-19 hit, we didn’t want to be just part of the noise. We knew we had to be as useful as possible to our clients, and that became our mantra. Blis operates in the AdTech industry and specifically, we are the leading privacy-first, location-powered programmatic partner. Our insights team produces an abundance of interesting insights using movement data across a variety of verticals. This gave the marketing team plenty to work with, as clients and our sellers alike were crying out for clues as to movement patterns and changing consumer behaviors. 
We produced several interactive ‘white papers’ and a regular ‘changing behaviors’ blog series and, given the budget constraints, we relied on our blog and social channels as well as direct email marketing to clients to distribute this exciting insights content. We also leveraged partner co-marketing with allied companies to expand our circle and drive reach.

One of the recurring challenges in a global business is that the local markets want local content, which makes driving a global content more challenging. But during the height of COVID-19 in 2020, all our markets were interested in learning from each other, especially from regions that were further along in the COVID-19 journey towards recovery. As a result, we were able to produce meaningful global content pieces. We also created a consumer confidence pulse for several key markets so that we could have an ongoing insights feed, to inspire our clients. 

M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
DP:
For Blis, our offering has traditionally been about working with the world’s largest brands and media agencies to drive foot traffic in stores. As the COVID-19 era has accelerated the move toward online and e-commerce, so one of the first challenges was to pivot to develop new tracking and measurement solutions and partnerships that enable us to drive consumers to a landing page or a shopping cart and measure that activity vs primarily in-store footfall.

The second challenge for any company operating in the AdTech industry, or indeed any brand that is doing advertising, is to develop and market products that reach consumers in a privacy-first way due to changing regulations, the death of the cookie, and the reduction of personal identifiers across Apple devices. While Blis has a heritage of privacy-first technologies, we have been working hard to future proof our offerings and innovate at this historic inflection point for the industry.

Thirdly, and what is hopefully a more transient challenge, is the limitations on face-to-face interactions with clients that are typically part and parcel of B2B marketing, from product roadshows to events. This means that B2B marketers need to get ever-more creative about how to reach customers and get in front of them with exciting new developments.


You don’t need to be a ‘techy’ or an engineer to work in tech. Be brave and avoid self-limiting beliefs when entering tech or any other career. 



M7: How are promotional tactics changing for products and services launching during these periods?
DP:
As marketers, we need to keep innovating, testing, and learning to try to breakthrough. As an example, I’ve been receiving and seeing more and more personalized video messages in emails that are really compelling and make you want to click. Even ‘old fashioned’ personalized gifting is taking on even more importance in this COVID-19 era as well, to create memorable moments and experiences for clients. ‘Zoom fatigue’ is real, so we also need to innovate from the standard webinar, moving to more on-demand content, where customers can view in their own time, or other more interactive formats, designed to engage and entertain.

M7: Your advice for young women considering a career in high tech?
DP:
The most important thing for young women to consider is that you don’t need to be a ‘techy’ or an engineer to work in tech. I’ve worked in and around tech almost my whole career, and as a marketer, what attracts me is the pace of the industry and also the challenge of simplifying complex messages and making them understandable and compelling. I also encourage young women to be brave and avoid self-limiting beliefs when entering tech or any other career. Self-belief and not being afraid to fail will go a long way to inspire the bravery needed to try new things, build credibility and make your mark. Just go for it!

ABOUT BLIS

Blis is the leading privacy-first, location-powered programmatic advertising partner. We deliver accurate targeting at scale without reliance on personal data, helping the world’s largest brands and media agencies drive key business outcomes through personalised and high-performing digital advertising. Established in the UK in 2004, Blis now operates in more than 40 offices across five continents and works with the world’s largest and most customer-driven companies across all verticals.

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Latest Couchbase Capella Release Features New Developer Platform Integrations and Greater Enterprise Features

Prnewswire | June 02, 2023

Couchbase, Inc. (NASDAQ: BASE), the cloud database platform company, today announced a broad range of enhancements to its industry-leading Database-as-a-Service Couchbase Capella™. The newest release of Capella will be accessible by popular developer platform Netlify and features a new Visual Studio Code (VS Code) extension, making it easier for developers and development teams to build modern applications on Capella, streamline their workflows and increase productivity. Coinciding with National Cloud Database Day, Couchbase is also extending its enterprise deployability and introducing new features, allowing customers to move more applications to Capella with a lower TCO. "The reality is that developers don't want to spend their time operating and integrating separate primitives. Capella's new developer platform integrations aim to address this widespread issue, minimizing the developer experience gap and allowing teams to focus on what they do best — writing code and solving problems," said Rachel Stephens, senior analyst at RedMonk. Simplifying the Developer Experience With Netlify, VS Code and Capella Findings from Couchbase's recent developer survey reveal that the majority of developers (94.9%) are currently at or over their work capacity and are on the brink of or already feeling overwhelmed. To reduce this friction and help developers lower their number of operational tasks, Couchbase is extending Capella to more of the developer platform ecosystem that is highly favored by frontend and full stack developers. The new integration for Capella makes it easy for developers to connect to Netlify for more simplified and agile web application development. In addition, the new VS Code extension is designed to provide a seamless experience for Capella users who want to work within the popular source-code editor. These ecosystem enhancements are now available and reduce friction so that developers can focus on building innovative modern apps. "Netlify's platform unites an extensive ecosystem of technologies, services and APIs into one workflow to empower developers to build composable web experiences with the tools that best suit their needs. In this way, Netlify meets their users where they are, allowing them to embrace the composable web in a manner that respects their existing businesses, while also balancing flexibility and enterprise-grade reliability. I'm a strong believer that when the ecosystem wins, we all win. That's why we're so excited to deepen our ties with Couchbase to strengthen and diversify the ecosystem of tools developers are using to build the modern web," said Chris Bach, co-founder and chief strategy and creative officer at Netlify. Broader Enterprise Deployability and New Enterprise Features Couchbase is also broadening Capella's enterprise features and deployability so customers can move more applications to the cloud database platform. The new Capella enhancements deliver the following benefits: Support for time series data. A new time series array function in Couchbase's support for JSON will enable a broader set of use cases, such as IoT or finance apps. By using time series arrays, Couchbase is able to utilize all of its data access, processing and storage features including its patented array indexing and high-density storage engine. This approach will enable development teams to quickly and easily extend new features to their applications without adding complexity to their architecture or infrastructure, allowing them to be more agile and productive while driving cost efficiency. Extending deployability of Capella. Couchbase has added over 10 new supported regions across the three major cloud service providers and larger instance sizes. Capella is also available directly in each of their marketplaces. Capella adds support for memory-only buckets (ephemeral databases) for caching and transient data use cases. Security and compliance capabilities are enhanced through Google Cloud HIPAA compliance and with private endpoints for Azure. Enhanced management. Managing Capella is even easier now with the introduction of dynamic disk scaling, hibernation of clusters and the enabling of downloadable buckets. Also new is change data capture, which recognizes and automates change history on documents. This is then streamable via Kafka to other applications. These enhancements collectively position Capella as a single, comprehensive cloud database platform that offers broad multimodel support and in-memory performance — a powerful combination that lowers TCO for customers. "We continue to broaden the Capella capabilities and make it easier for new developers to come on board and take advantage of our industry-leading cloud database platform," said Scott Anderson, SVP of product management and business operations at Couchbase. "Development teams can get started with Capella more quickly and do more with our cloud database platform, improving efficiency and productivity. And for operations teams, Capella becomes even easier to deploy and manage while broadened enterprise capabilities handle more workloads at a fraction of the cost compared to other document-based DBaaS offerings." The new release of Capella will be generally available in the second quarter. Couchbase will host a webcast on June 7 and 8 to discuss what's new in Capella and how customers can benefit from the latest enhancements. Register here. About Couchbase Modern customer experiences need a flexible database platform that can power applications spanning from cloud to edge and everything in between. Couchbase's mission is to simplify how developers and architects develop, deploy and consume modern applications wherever they are. We have reimagined the database with our fast, flexible and affordable cloud database platform Capella, allowing organizations to quickly build applications that deliver premium experiences to their customers – all with best-in-class price performance. More than 30% of the Fortune 100 trust Couchbase to power their modern applications. For more information, visit www.couchbase.com and follow us on Twitter @couchbase. Couchbase®, the Couchbase logo and the names and marks associated with Couchbase's products are trademarks of Couchbase, Inc. 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