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Please help us to congratulate Jennifer Kyriakakis!

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

Please take a moment to celebrate Jennifer!

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 Jennifer had to say!

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

I would love to see a greater number of those in engineering roles and other technical fields transition toward the executive and creative side of business.

Martech is really the merging of three distinct disciplines — creative, business management and technical expertise — and the marketing department can benefit substantially from those who have deep technical know-how of a company’s product or service.

As the founder of a startup in Silicon Valley, I see firsthand the need for technical people who can embrace all different aspects of the business and have the background necessary to drive productivity and results.

What are the most important skills to learn when starting a career in martech?

Technology is a great tool to help marketers cast a more refined message to various target audiences, engage more directly, measure results and improve their efforts. However, it’s the intimacy and understanding of how a product or service addresses buyers’ needs that enables us to use martech effectively.

Martech is just a set of tools. Effectively using those tools still boils down to good old-fashioned research and understanding of your market, product and customers, then being able to interpret and leverage the data in a meaningful way.

For those starting a career in martech, it is essential to consider the balance between core product marketing skills, technical skills and data analysis. Bringing those three things together will make for a successful ‘martech-er.’

Do you think the intersection of marketing and technology is currently having or will have an impact on women in the industry? How so?

Absolutely. The digital transformation taking place across industries is shaking up more than just the way businesses engage with customers. It’s also changing the internal structures of organizations and shifting the roles of marketers in particular.

The good news is that it presents vast opportunities for women, especially those who invest in understanding their company’s product and technology.

The very nature of digital transformation is that it opens new doors that compliment women’s inherent strengths, such as active listening, multi-tasking, communication and attention to product detail. Becoming a product expert will afford women increased credibility, growth and advancement.

Other challenges

Achieving the right balance between strategic activities and automation/scale.

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