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Marley Spoon

Martech Outlook | Friday, January 06, 2023

Could you briefly describe your background in the MarTech sector as well as your current responsibilities at the company you currently work for?

I currently oversee CRM for Marley Spoon. A meal kit startup where I am in charge of CRM for all of the firm's brands. We have across eight different countries that we operate in. This concerns how we leverage technologies like CDPs product analytics or data warehouses to improve the CRM Omni channel experience via which we engage with various customer groups because CRM is always at the center of the MarTech architecture. I have experience with growth and only recently discovered CRM which is essential to how businesses can develop and interact with their audiences.

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Could you describe some current trends that support these kinds of capabilities as well as the specific developments taking place in the market?

The relevance in the way brands communicate with them it’s not just through one channel but a channel of their choosing. I believe it relates back to what you stated about right. The difficulty with this is that in order for companies to accomplish effectively so they must be able to gather client data that is spread across several touch points. It therefore depends on how users interact with the brand's websites or apps. Or it will continue if a user contacts customer service, regardless of whether they downloaded the program from the app store.

How do they unify and pitch that customer journey together?

The activation component of this Omni channel experience is crucial. But it begins with the fundamental requirement of being able to unify that data and ensure that businesses can initially piece together that customer experience.

Could you, for instance, tell me about some of the industry's present difficulties?

Currently there are three main components that make up the marketing technology stack. The first is your CDP, where we essentially construct a single source and use it as a hub for information further down the line. A CR tool, which has the ability to coordinate many channels, serves as the second pillar of that. The third component is behavioral intelligence, which is a tool for product analytics. So we can begin to comprehend how users interact with your website and apps. If you take a closer look at all of these triples and the sellers in this market, noticing that they are incorporating a lot of functionality into their products, which makes things very complicated for the consumer. On the other hand, they're giving marketing teams more latitude so they can better comprehend the customer and use that information to trigger those experiences. But the flip side of the story is that because this infrastructure is becoming too complex and there are not a lot of people within this marketing tech ecosystem who can work effectively with these tools and who can drive these topics internally within organizations, because you need to buy from product teams; you need to buy from data teams. And all of this adds complexity because these tools are not making it easier for the end user. The problem is that since this infrastructure is getting too complicated and because there aren't many individuals in the marketing technology ecosystem who can utilize these tools and generate internal discussion about these issues within organizations, you have to buy from product teams and data teams. Furthermore, all of this makes things more complicated because the end user isn't made any easier by these tools. In essence, the end user is having a hard time effectively unlocking this. And this is where I believe there is a difficulty, but there is also an opportunity to disrupt the industry and make it simpler for the end user to fully utilize the marketing and technological infrastructure that is currently in place. 

Is there any advice that you would like to share with your industry leaders, with your peers, or anything that you would like to share with our readers as well?

I look at other brands and see that they were attempting to unlock marketing technology, which is also a concept that is still developing and requires experimentation before you can start to feel comfortable. The key is to constantly ensure that you as a business understand, following that, they begin to unlock that infrastructure. It won't happen if the idea is that you would deploy something and it will assist you in building those experiences straight up the rear. The key is just understanding your core pain point and then getting a buy from your product and tech teams and data teams to ensure that you're building an infrastructure which can help you create those experiences. Because eventually, it comes back to retention. If you're not able to build those experiences, retaining customers just becomes harder. So it's about investing in infrastructure but also getting buy-in from your product and data teams early in this process.

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