Get More Mileage from Your Tech Stack

Pipeline Visionaries

This episode features an interview with Millie Hogue, VP of Marketing at Hakkōda, a modern data consultancy that helps companies harness cloud platforms and AI capabilities.

In this episode, Millie discusses the power of co-marketing with major partners like Snowflake, personalized one-to-one advertising strategies and optimizing tech stacks to maximize ROI.

Key Takeaways:

• Marketers are wasting an extraordinary amount of budget on unused tech spend. Part of a CMO’s strategy should include making sure they are optimizing on their investments in tech.
• If you want to partner with big organizations like Amazon and Snowflake, building a reputation for quality and reliability can help you compete for their attention and become a go-to partner for execution.
• Shift from the mindset of optimizing for productivity, and optimize for impact.

Quote:

• “I was reading an article the other day about marketing budgets and where everyone's allocating and how all of that is shifting. And marketing technology was the big thing that kind of kept coming up. And the takeaway from that was that right now, if you ask CMOs, they had a whole survey for 2024 Q1, about 50 percent of our tech stack is actually being utilized right now. So, of our technology investments, half, and that was so striking to me as someone who works in a data and technology space and knowing where this kind of industry is headed. There is no way that marketing is going to continue to exist if we have that much inefficiency in our technology spend. So, I think when I'm looking at strategy, not just for my next two quarters, but for my next three years, that's a huge piece of it. How do you invest in the right tooling and make sure that it's actually being adopted by your team? Because it looks a lot like we're kind of failing as an industry at that right now.”

Episode Timestamps:

*(02:53) The Trust Tree: The power of comarketing

*(21:39) The Playbook: Deanonimizing website traffic, intent data and personalized marketing

*(41:38) The Dust Up: Marketing and sales should not be fighting over attribution

*(43:40) Quick Hits: Millie’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Millie on LinkedIn
• Learn more about Hakkōda
• Learn more about Caspian Studios