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

Media 7 | May 17, 2021

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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Congruity360 Delivers Intelligent Data Migrations and Storage Tiering

PR Newswire | September 27, 2023

Congruity360, a leading unstructured data management and risk mitigation provider, announces the addition of data mobility in Enterprise Insights. As unstructured data grows at the annual rate of 55% to 65% and accounts for more than 80% of all enterprise data, businesses must find a way to identify, classify and move data intelligently and automatically during its lifecycle. As enterprises grow, their valuable data must mature with their business. This may require a journey to the cloud, SLA changes which optimize storage costs, classification to mitigate risk, and moving the right data to additional key AI platform initiatives. A simple, scalable, high-performance data classification engine, Enterprise Insights delivers next-generation data lifecycle management for storage optimization, security and risk optimization, and IT business optimization. Enterprise Insights Approach to Successful Data Optimization: Identify – Securely analyze PBs of unstructured data across on premises (NAS & object) and cloud (files/objects & SaaS) sources by harnessing the power of the platform's rapid insights and auto-discover technologies, which can reduce data identification times by 1,000%. Classify – Quickly identify key client data attributes for cost savings, risk mitigation, and business impact with simple to consume dashboards and drill down capabilities. Review – Confidently create and take actions by leveraging the comprehensive search engine to quickly find and preview data for movement without ever leaving the platform. Remediate – Seamlessly take action (migrate and tier) on classified data to ensure it's properly protected, optimally stored, and most effectively serving the business. Enterprise Insights offers three use case-driven insight analysis modules: Storage and Migration Optimization – Insights into over 35 file data attributes including systems' aged, stale, obsolete, redundant, trivial, and types of systems files. Business Optimization – Insight into and classification by business units' or cost centers' aged, stale, obsolete, redundant, trivial, and types of files. Data Security and Risk Optimization – Insights into files containing PII and SPII, financial, legal, security, and risk data, as well as open shares and other network & storage security vulnerabilities. By leveraging Enterprise Insights, clients can classify data for simple and secure migration both on premise and in the cloud. Equally important is Insights data tiering capabilities, enabling users to match data storage costs to data usage. Powered by the Classify360 Platform, Enterprise Insights' secure hybrid approach to data analysis scales capabilities to exabyte levels at unmatched speed. Enterprise Insights is the industry's most powerful weapon to tackle the costs, time, and complexity of cloud migration projects, backup modernization, storage tiering, hardware refresh, and security posture management. By providing users with dashboards highlighting their existing storage costs and risks, Enterprise Insights frees clients from hidden, legacy, CapEx and OpEx expenditures, performance, and scalability bottlenecks while discovering and acting on sensitive and risk data. Unstructured data insanity is treating all data equally with zero insights into its business impact, said Brian Davidson, Chief Executive Officer and Managing Partner of Congruity360. Enterprise Insights is the first step in implementing optimized data lifecycle management. With historically high data growth and new business uses for unstructured data, it is essential to attack the costs and risks inherent in unmanaged data. Our customers have realized 7-10x returns on their data lifecycle management implementations while reducing risk in an auditable compliance framework. As AI continues to gain steam, don't overpay by moving useless data to your expensive AI platforms. The Classify360 Platform is comprehensive, simple to implement, scale, and operate. Businesses leverage the Classify360 Platform for unstructured data discovery, classification, business workflows, remediation actions, and insightful reporting. Congruity360 continues to tackle additional data governance challenges through innovations to the Classify360 Platform to continue delivering revolutionary data governance and classification, at scale, to the enterprise world. ABOUT CONGRUITY360 Congruity360 delivers the only data life cycle management solution built on a foundation of classification, by expert data storage engineers alongside expert data privacy consultants. The Classify360 Platform is easy to implement, requires no outside consultants, and quickly analyzes your data at the petabyte scale in days, not weeks or months.

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