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Please help us to congratulate Maribeth Ross!

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

Please take a moment to celebrate Maribeth!

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.

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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 Maribeth had to say!


What advice would you offer someone getting into marketing in this landscape?

I think a critical piece of advice for someone who is getting into marketing today is to find a company that ignites a passion and that solves a problem that you understand.

I’ve been lucky in my last several jobs to work for companies that have technology and services for marketers and this has made it easier and more exciting to sink my teeth into.

Let’s face it, marketing is hard.

And, much like sales, you can never do too much.

When has sales ever said to marketing, you’ve given me too many leads? Having said that, teams put considerable work into executing marketing efforts and it can be, at times, exhausting.

Having a personal connection to the value proposition of the company puts an exclamation point on the answer to “why” marketers do what they do. When your company is solving a problem that you understand, you’re inspired to spread the word on how your company solves it.

Describe the biggest challenge that will need to be overcome in the next 5 years in marketing.

Over the course of my career, I’ve seen technology disrupt marketing in ways I didn’t think were possible.

I often joke that when I first started my career, marketing was the “logos on pens” people and now marketing is the tip of the spear of the go-to-market machine.

While technology has automated many marketing processes (and fundamentally changed the way we operate), it has also armed marketers with powerful information.

This information has moved marketing into a more strategic role in companies and has empowered marketers to make more meaningful connections with their customers on behalf of the brand. This individual connection keeps customers engaged and happy, and drives brand loyalty – and ultimately, profits.

Because marketing has become extremely strategic, marketers need to be armed with an enhanced skillset. Now, marketers need to be more technical and analytical than ever before in order to fully leverage the powerful information that we have at our fingertips.

In fact, in the next five years, I predict marketers will have to push personalization efforts even further to continue developing and maintaining meaningful connections with customers.

Today, we’re focused on digital channels. But a brand has many touch points with the customer and personalization is going to have to be applied to all of those different touch points in order to really change the experience of the consumer. All in all, I see personalization as an evolution, not a revolution – getting there will not be like flipping a switch. And I question whether there is an actual destination. I see it more as a moving line.

What is the #1 challenge facing women in martech today?

Today, women in martech (and in any other industry for that matter) are faced with two choices:

  • to allow gender to inhibit success in their career, or
  • to ignore gender altogether.

It’s important for women today to recognize that gender is not important when making significant strides in their career. Instead of letting gender hold you back, women can “make it happen” by adhering to the following rules:

  • You can be anything you want to be and don’t let anyone else tell you otherwise.
  • There is no substitute for hard work so take gender, age and job level off of the table when measuring success.
  • Don’t take crap and be direct, because having an opinion has nothing to do with gender.
  • Take your integrity seriously because honesty is a trait that will follow you throughout your career.
  • Be you and have faith that you have what you need to achieve your goals.

Other challenges

Breaking through the noise will continue to be an issue in 2018. Every marketing department at every company is inundating their market with messages and getting prospects to engage with a brand will continue to be the thing that keeps marketers awake at night.


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