0 upvotes 0 discussions

Please help us to congratulate Stefanie Grieser!

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

Please take a moment to celebrate Stefanie!

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 Stefanie had to say!

Did you have a mentor? Who was it and how did they help you succeed?

I like to refer to my mentors as “my personal board of directors,” largely because I have a handful of people I go to depending on the question at hand, and typically these relationships are not just a linear one-way relationship. They give me advice, sometimes I give them advice, but there's always a mutual respect, admiration and support. They’ve all helped me succeed in different ways.

Hana Abaza, Head of Marketing at Shopify Plus, is someone I can email or call anytime for perspective and advice and get a quick-but-thoughtful reply.

It’s not uncommon for me to email her a one-line question once a week. This kind of access has been invaluable to many of the decisions I’ve made as a leader at Unbounce.

Oli Gardner, co-founder of Unbounce is another “personal director” who has helped me succeed in a number of different ways.

Most notably, he spent countless hours coaching me as I prepared to speak in front of 1,000+ marketers at Unbounce’s Call to Action Conference. Thanks to Oli, I’ve now spoken at over five other conferences in the industry and have grown my personal brand.

If you’re looking to build a personal board of directors, remember to be genuine in your ask, remain patient (it takes time to build authentic relationships), and always thank people for their time.

How has your role changed because of marketing technology?

I joke with my peers that I work for a different company with a different role every six months, despite the fact that I’ve worked for Unbounce for the past five years, all under the marketing umbrella.

My role is constantly changing as a result of working for a high-growth business, my own personal ambition and the speed at which the martech sector is evolving.

It’s harder to be a marketer today, and it’s becoming more and more difficult to market to marketers because there is so much noise in the space. As more businesses compete in the digital marketing space, content is everywhere, paid advertising has become more crowded and marketers are having a harder time getting an edge on their competition.

The average cost-per-click in Adwords has nearly tripled in the last five years from $0.84 to $2.14 USD, making it more difficult for marketers to simply increase ad spend to get more leads, clicks or customers.

As a result of these shifts in the martech space, my role has evolved from being a scrappy startup individual contributor to a passionate, scale-up leader, heading up global markets, partnerships events and a team of eight marketers.

Today, I’m much more focused on driving growth in a much more crowded and competitive space (the evolution of Scott Brinker’s MarTech Landscape infographic is very telling).

My role and how it’s changed has been possible because I work for a fast-paced martech start-up in an evolving industry where my efforts truly move the needle.

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

I’d like to change the question to: “What can anyone in martech do as a community to support women?” as I think it’s important that both men and women commit to supporting gender equality in business.

1. Encourage men to contribute to the dialogue around gender diversity.

Without men, we’re leaving out 50 percent of the population who are often at the top, running companies and making influential decisions. They are essential to changing the trajectory for women.

2. Invest in women.

Invest in their ideas so they can start companies to solve problems in martech. Invest in women by hiring them, developing them, advocating for them and promoting them.

3. Hold yourself accountable.

I see a lot of progress being made around improving gender diversity in marketing and tech. People are asking questions, they’re holding companies accountable, they’re having those tough conversations, which is a great start. But what can you do? What tangible, actionable things can you do today to make an impact?

4. Encourage high-performing women at your company to speak at events and conferences.

Speaking opportunities offer a platform for spreading your message, building your profile, etc., and today there continues to be a significant imbalance between the number of men and women on stage at marketing and tech conferences. This needs to change.

In April, I wrote a piece called, “There Aren’t Enough Qualified Women Speakers and Other Garbage Excuses for Why Your Marketing Event Isn’t Gender Diverse” which goes through my journey of securing 50 percent women on stage at Unbounce’s Call To Action Conference and how others can do the same.

Other challenges

In 2018, martech companies will focus their resources on expanding their breadth of products and services more than ever before. I think acquisitions and the consolidation will continue, because the marketing landscape is ridiculously crowded.

The biggest challenges in martech heading into 2018 will be navigating a more congested landscape where your partners are now your competitors and vice versa. You'll have to successfully weigh the benefit versus potential risk of these changing, and at times challenging, relationships.

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