1 upvote 0 discussions

Please help us to congratulate Inbal Lavi!

selected as one of 50 Women You Need to Know in Martech - 2018.

Please take a moment to celebrate Inbal!

By sharing her accomplishment, you're not only amplifying the collective voice of brilliant, deserving women — you are also reinforcing your support for women, in all workplaces and all industries, around the world.



Women in Martech

To kick off our Women in Martech Series, and to be considered one of 50 Women You Need to Know in Martech - 2018, we asked women to provide their thoughts in three areas: Career, Martech in Practice and Women in Martech.

Women in Martech is a weekly series, beginning in January 2018, based on the thoughts, advice and opinions of real women about marketing and marketing technology.

Subscribe to the Women in Martech series:

Here’s what Inbal had to say!

What changes do you hope to see in the martech workplace over the next 3-5 years?

As with the rest of the tech industry, I hope and expect to see an increase in automation and a wider adoption of Artificial Intelligence (AI) throughout the mechanisms we use to get our work done.

I also anticipate an increase in technology finding its way into the recruitment process. We’ll be seeing both the company and the talent pool using third-party technology to find the right job or candidate.

What technologies are the most helpful to modern marketers?

There are several technologies I consider helpful to modern marketers, like thorough tracking of a user’s funnel activity. It allows marketing professionals to better understand their target audiences and their habits.

This is becoming extremely important, as personalization is now a given in marketing.

I would also recommend developing predictive LTV algorithms to target the most relevant potential users. Combined with automated reporting tools for comprehensive analysis, they work together to make each other stronger.

Modern, smart algorithms that target high-value LAL and custom audiences, along with robust analytics, which are used by many successful companies, serve as a great example of the power and reach of this cutting-edge tech.

Once users have been acquired, the AI-driven campaign management tools, which are becoming more widely adopted, are enabling marketers to make the best and most strategic business decisions, leading to higher ROI.

Do you feel women have a strong presence in the martech industry? Why or why not?

I do think the percentage of women in the martech industry has risen. Nowadays, diversity and free-flowing ideas are encouraged more than they were in the past, allowing everyone to be heard and have an equal opportunity to advance in the workplace.

I am one of the lucky executives to be working with a team that has achieved full gender parity, even in our executive suite, so I have the pleasure of firsthand knowledge of women’s presence in the industry.

Be sure to read 50 Women You Need to Know in Martech - 2018 and sign up to receive the Women in Martech series.