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Please help us to congratulate Michele Eggers!

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

Please take a moment to celebrate Michele!

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.

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Here’s what Michele had to say!

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

I would offer three pieces of advice.

1. Look beyond the trees to see the forest

In each job role, it’s easy to get really focused on the task you’re working on. But, too often I’ve seen that this creates silos of disconnected activities that don’t get to the actual goals the organization set out to achieve.

Ask WHY.

Understanding the reason behind something gives you more context to the objective you are trying to achieve.

2. Diversify

There are so many dimensions of any business. Each role I’ve had in martech has provided me with a better perspective in the next role I took.

I’ve had the opportunity to work in a variety of roles, from delivery consulting, sales, pre-sales, product marketing, product management, operations and management. Broadening your skills over time keeps you agile to learning new things, and it also gives you perspective as you work with others across the organization.

3. Be customer-first

Whatever job role you have in martech, always have the customer front-of-mind.

  • Is this addressing a need my customers have?
  • Does this provide value to my customers?
  • Does this create a better customer experience?

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

The balance of data privacy and personalization will continue to be a challenge in the coming years. Consumers expect a brand to know them, to engage with them in a highly personalized and relevant manner.

But, on the flip side, it needs to be on terms they understand and are comfortable with.

We’re seeing worries about those terms manifest in different ways — Both in consumer behaviors, like the continually increasing use of ad-blocking software, and regulatory changes, like the EU General Data Protection Regulation (GDPR).

Trust will be a key factor in building brand loyalty. Creating a value exchange with your customers ensures you’re properly balancing the use of customer information with a genuine respect for their privacy in order to provide a relevant customer experience.

What can women in martech do as a community to support one another?

I’m fortunate enough to work for a technology company that provides a great community for women — one that has led to women representing 40 percent of its leadership positions and being named among Best Workplaces for Women. We need to continue to support each other, mentor each other and encourage each other in the workplace.

I also believe that it’s important for us to support the youth in our communities — the future leaders of martech volunteering at schools and in programs that promote STEM-related skills to build interest in young girls.

And, I think it’s not just about technology — It spans math, economics, etc. I think that women showing through volunteerism that these types of analytical skills are fun creates a solid foundation for girls’ future educational and career decisions. I think programs like Girls Who Code and Junior Achievement are both great examples.

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