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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With RadiantOne AI and AIDA, existing IAM and IGA processes can be automated and simplified for overworked teams trying to comb through mountains of user access data to make the right decisions to protect their organizations.” With RadiantOne AI, conducting a user access review becomes as easy as following AIDA’s guidance. Using the power of large language models to drive advanced data correlation, contextualization and analysis, combined with an intuitive data visualization dashboard, AIDA will reinvent the user access review ritual. Based on an organization's proprietary data, the fully guided UAR experience will allow reviewers to interact and pose questions to AIDA using natural human language, like “where does this access come from?” or “show me who else has these access rights?” AIDA will highlight any potential user access risks, offer expert insight, and suggest remediations or access modifications based on an organization’s policies. Any changes, such as low risk bulk access approvals or revoking atypical access rights, are completed via a click of a button, so there’s less training required to complete the reviews and less risk of human error during the process. RadiantOne AI’s AIDA-guided user access review capability works to provide enterprise organizations with: Automated workflows: Leverage vast data sets and contextual insights to make intelligent and confident decisions about access rights. Simplified compliance: Easily detect over-privileged accounts or atypical access rights with intuitive data visualization techniques. Greater visibility into user actions: Get beyond roles quickly to see who has access to what and how they received that access so insights and remediations are easily actionable. Click-button remediation: Based on the insights and recommendations from AIDA, reviewers can approve or revoke access or atypical rights individually or take bulk approval/rejection actions with the click of a button. Data into the hands of business owners: Put relevant, risk-based identity data insights into the hands of business users in the language they understand to make it a breeze to adhere to compliance policies. “User access reviews with AIDA are just the beginning,” comments Joe Sander, Radiant Logic’s CEO. “Using RadiantOne’s AI engine, we see potential to revolutionize identity data management, governance, risk, compliance and cybersecurity processes by removing complexity as a roadblock. This frees up critical IT and security resources to focus on other business-critical tasks and expands the role of identity to truly be a business enabler.” RadiantOne AI comes on the heels of the completion of the integration of Brainwave Identity Analytics into the RadiantOne Identity Data Platform. AIDA will initially be available as a complement to the RadiantOne Identity Analytics solution. About Radiant Logic Radiant Logic, the identity data experts, helps organizations turn identity data into a strategic asset that drives automated governance, enhanced security, and operational efficiency. Our RadiantOne Identity Data Platform removes complexity as a roadblock to identity-first strategies by creating an authoritative data source for real-time, context-aware controls. We provide visibility and actionable insights to intelligently detect and remediate risk using AI/ML-powered identity analytics. With RadiantOne, organizations are able to tap into the wealth of information across the infrastructure, combining context and analytics to deploy governance that works for the most advanced use cases.

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