Tomas Saulsbury-Hunter, Key Account Manager, CJ Affiliate by Conversant - Shares Insights

Our profile feature takes a look at some of the global professionals working across performance marketing, shedding light on the varying roles and companies across the flourishing industry.  This time we’re turning our focus to CJ Affiliate by Conversant, and its key account manager and PMI speaker, Tomas Saulsbury-Hunter.

Name:

Tomas Saulsbury-Hunter.

Job title and company:

Key account manager, CJ Affiliate by Conversant.

In one sentence, how would you describe what the company does?

We help our merchants to acquire new customers and get the best value from existing ones, and help our publishers establish fantastic partnerships – and revenue.

What are the company’s unique selling points? 

Our enormous international presence and hands-on strategy and account management give market-leading service and reach – and the scope and technology we have as part of Conversant gives us an unrivalled ability to deliver true campaign personalisation.

Within the last six months/year, what stands out as the company’s major milestones? 

We were acquired by Alliance Data, which was an absolutely astounding milestone in terms of recognition of the work we’ve done and value we’ve driven as a company.

CJ have led the market by releasing our Affiliate Customer Insights products, which leverages our relationship with the wider company to deliver performance data that merges customer IDs with a host of other data, allowing us to get a really granular view on the performance and value of affiliate campaigns. 

We’ve also been working behind the scenes on a raft of absolutely enormous innovations which are just coming to fruition – I can’t tell you too much now, but watch this space..!

Duration in current role:

2 years.

Where are you based?

CJ’s UK office in London.

Previous performance marketing-related companies you have worked at:

I come from a background in sales and marketing in finance and law, so came to CJ from a partnerships role at a foreign exchange. It’s really satisfying to have a role which lets me draw from a varied background but apply it to very specific problems – the variety and dynamism of the role was a huge lure to me. 

What are your main job responsibilities?

I look after the Argos and TUI accounts, so my day-to-day role changes depending on what we’re working on with the client – primarily I look after strategy and direction for the accounts, as well as developing new and existing partnerships.

Take us through what you get up to on a typical working Monday:

It varies wildly depending on the Monday! We generally “set up” for the week’s work; we’ll speak with relevant client teams to get an overview of the past week’s performance and any actions from that, as well as going through the projects we’re currently working on and anything we need from each other to drive them forward.

What top three websites can you be found browsing during your lunch hour?

• AdWeek, Reddit and news sites.


• What are your top three tips for someone looking to get their hands on a job like yours?


• Be friendly and open to ideas, put together a CV, and speak to us – it’s absolutely great to talk to budding talent.

Career-wise, where do you see yourself in three years’ time?

In three years exactly, I’d hope I’ll be preparing for another PMI speech! The entire marketing industry is going through a digital-led renaissance at the moment, and affiliate is a model which allows for so much innovation that it’s constantly at the bleeding edge – I can’t see that I won’t be sticking around for that.

Tell us one thing people at work don’t know about you?

There really isn’t a lot – I’m an open book! It’s just a matter of asking the right questions…   

Tomas joins vouchercloud’s Mark Andres for the session ‘Hitting Moving Targets: Smart Geolocation and Consumer Intent’ at Performance Marketing Insights next week. 

Tomas Saulsbury-Hunter, Key Account Manager, CJ Affiliate by Conversant - Shares Insights

Holiday Email Marketing Insights: Send Emails Early, Avoid Thanksgiving Day & Segment Your Lists

Adobe predicts this year’s online holiday sales will reach a record $83 billion, an 11 percent year-over-year increase compared to last year.

With so much up for grabs between now and the end of the year, brands are already escalating their email marketing campaigns as we enter the holiday season – but, reaching consumers through their inbox may prove to be more challenging compared to this time last year.

Email marketing provider ReturnPath reports global inbox placement rates have slid below 80 percent in 2015. According to ReturnPath, U.S. brands identified as “legitimate senders” saw 24 percent of their marketing emails blocked or placed in spam folders this year – a steep rise compared last year’s 13 percent.

The email marketing platform blames decline in inbox placement on refined technology and filtering approaches by mailbox providers.

“While inbox placement decision-making is highly proprietary, the mailbox provider community has has been expanding its filtering criteria into engagement-based and individualized signals in recent years,” says Return Path.

To help improve holiday email engagement rates, GoDaddy recommends brands avoid sending emails on Thanksgiving Day all together.

“On Thanksgiving Day, open rates hit their lowest rate for the entire month of November,” says GoDaddy.

The email service provider says brands planning Cyber Monday emails should be ready to compete as it saw a huge surge of marketing emails sent on Cyber Monday 2014.

“Email is one of the primary marketing channels that drives e-commerce orders during the holiday shopping season,” says GoDaddy’s SVP of business applications Steven Aldrich, “It’s a key time for small businesses to engage with their customers, but our data shows that many are missing an opportunity to stand out when it comes to scheduling their marketing efforts.”

SendGrid reports the same, with data from 2014 showing brands sent a high volume of email on Black Friday and Cyber Monday versus sending campaigns in advance.

“We expected holiday shopping marketing volume to be concentrated in advance of the big day, we found that wasn’t the case,” says SendGrid, “Plenty of emails went out pretty late in the day as well, despite Black Friday’s reputation for early morning – or even midnight – deals.”

Black Friday Versus Cyber Monday Email Send Volume in 2014

SendGrid says marketers should consider sending Black Friday-related marketing emails earlier this year, “While it probably pays to be top of mind on the big day, it may also be worth getting on shopper’s minds when they’re planning their Black Friday strategy.”

The email marketing platform also offered tips on formatting:

“Most email templates are designed for a standard desktop, with a set HTML width of about 600 pixels. This is too wide for most phones, and could result in unnecessary horizontal scrolling.”

SendGrid said brands need to offer a plain text version in HTML for their marketing emails, and not overuse images as they increase the risk of emails being marked as spam.

Additionally, SendGrid reinforces the importance of more targeted send lists versus large email blasts, using the following chart to show how engagement rates decline as the size of an email send list grows.

Email List Size Versus Engagement Rates

When looking at send frequency, SendGrid reports more sends equal more unsubscribes, and that higher send rates have a direct correlation with lower engagement.

“According to our data, senders who sent 100 Black Friday emails – multiple per day – would be expected to average an 11 percent engagement, compared to 16.5 percent for senders who sent only 10 Black Friday emails.”

Email Send Frequency Versus Engagement Rates

SendGrid says brands should be wary of sending too many emails as it could result in email fatigue. “You should send multiple emails per day only rarely, and only to recipients who consistently engage with your mail.”

One resource email marketers may want to check out is the recently launched email marketing search engine Notablist. Indexing more than four million email marketing newsletters, Notablist offers a broad view of the email marketing design landscape.

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About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

(Some images used under license from Shutterstock.com.)

Holiday Email Marketing Insights: Send Emails Early, Avoid Thanksgiving Day & Segment Your Lists

6 New Insights About Content Marketing Hiring Trends And Job Growth - Marketing Land

If you’re looking for a content marketing job, you’re in luck. But if you’re trying to hire for content roles, you may find there’s a lot of competition for talent.

A recent study by Fractl (my employer) and Moz confirmed there is growing demand for content marketing skills. “The Inbound Marketing Economy” analyzed more than 75,000 job listings on Indeed.com containing digital marketing keywords, including content marketing terms.

To get a pulse on the current state of content marketing careers, I’ve compiled the study’s most compelling stats and gathered input from recruitment professionals. Read on to see how much content marketing has grown as a career field in recent years, how much content marketers are being paid, which states have the most job prospects, and more.

The Number Of Content Marketing Job Listings Has Grown Nearly 350% Since 2011

Between January 2011 and January 2015, the number of job listings on Indeed containing “content marketing” or “content strategy” grew by about 350%. This uptick in the number of job listings coincides with Google’s Panda update in February 2011, which shifted online marketers’ focus from quantity to quality content.

And the upward trend doesn’t seem to be slowing down…

26% Of Marketing Executives Expect To Hire Content Marketing Roles This Year

“Compared to a year ago, we’re seeing greater demand for content strategists,” said Diane Domeyer, executive director of The Creative Group (TCG). According to TCG’s recent study on the hiring climate for creatives, 26% of marketing executives reported they expect to hire for content marketing roles in the second half of 2015. This was the third most common response, right after creative art direction and account services (27% each).

While this kind of growth is great news for content marketing job seekers, overall the volume of available content marketing jobs is still low compared to other inbound marketing jobs such as social media, digital marketing and SEO. This suggests that despite its surge in popularity in recent years, content marketing has yet to hit the same level of ubiquity as SEO and social media in an organization.

Additionally, a lack of hiring budget may be limiting the number of content marketing jobs. More than half of marketers surveyed in a recent study by Contently reported that a quarter or less of their 2015 marketing budget was dedicated to content marketing. We can expect more content marketing job growth if these budgets increase in the coming years.

Content Marketing Roles Have An Average Salary Range Between $60,000 And $74,000

According to “The Inbound Marketing Economy,” the average salary for job listings containing “content marketing” or “content strategy” is $61,000. (When content marketing is part of the job title, that amount jumps to $74,000.)

While this is lower compared to some of the other keywords in the study, it’s not exactly pauper’s pay. Other sources on content marketing salary data report similar findings in this range:

LinkedIn Profiles Containing “Content Marketing” Have Grown 168% Since 2013

Between June 2013 and June 2015, the number of LinkedIn profiles in the U.S. containing “content marketing” has increased by 168%. This is the largest growth among all of the terms analyzed in the study. However, as you can see in the graph below, content marketing still lacks the volume of other keywords.

Massachusetts And New York Have The Highest Concentration Of Content Marketing Jobs

Content marketers have the greatest number of opportunities in the Northeast, with the highest concentration of jobs in Massachusetts (3.8 per capita) and New York (3.3 per capita). California is third on the list, with 2.8 content marketing job listings per capita. Many of the other states on the list have large metropolitan areas where corporate headquarters and marketing agencies are likely to be based.

Keep in mind, the study only looked at jobs containing the words “content marketing” and “content strategy.” In other words, this study didn’t account for every job opportunity for online content producers. If the map above shows your state is a content marketing desert, it may just be due to job listings using different terminology.

Plenty of job listings describe content marketing tasks without any mention of the phrase “content marketing.” If you’re using online job boards to find content marketing roles, include searches for phrases such as “online content” or even “content” to ensure you don’t overlook potential content marketing opportunities.

Soft Skills Still Have A Lot Of Value

While it’s important to showcase content marketing skills, recruiters also recommend that job seekers should show off the soft skills that make them a well-rounded employee. The three recruitment professionals I spoke with all mentioned that soft skills still have weight despite the increasingly technical nature of digital marketing roles.

“In addition to having the requisite technical skills for a job, employers are also placing greater emphasis on soft skills such as the ability to lead a team, solve problems, or negotiate,” said Domeyer. “Companies have to work harder to attract and retain professionals with these in-demand skills. Some are even hiring junior talent that they can train if the candidates have strong soft skills and fit in with the workplace culture.”

“In addition to having the requisite technical skills for a job, employers are also placing greater emphasis on soft skills such as the ability to lead a team, solve problems, or negotiate.”

TopSpot Internet Marketing agrees that technical marketing skills can be acquired with enough training; instead, their team focuses on soft skills during the talent search. Their Talent Retention Specialist, Abby Frizzell, says she looks for candidates with “great communication skills, a positive attitude and the desire to learn, which can’t be taught.”

Perhaps the most obvious skill you should display in an interview was pointed out by Ilene Bauer, senior recruiter at SapientNitro. She says not only do you need a solid portfolio for any creative role, but you also need the ability to talk about your samples of work.

To learn more, be sure to check out the full results from the study, which include data on other digital marketing career fields.

Do you have experience hiring for content marketing roles, or are you seeking a content marketing role? I’d love to hear how your experience aligns with what I’ve shared — please leave a comment below.

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Kerry Jones is the Inbound Marketing Manager at Frac.tl, a content marketing agency that specializes in the science behind viral marketing campaigns.

(Some images used under license from Shutterstock.com.)

6 New Insights About Content Marketing Hiring Trends And Job Growth - Marketing Land

Ben Meyer, Email Marketing Specialist & Campaign Coordinator, cleverbridge - Shares Insights ...

Our profile feature takes a look at some of the global professionals working across performance marketing, shedding light on the varying roles and companies across the flourishing industry. This week we head to Chicago, to meet Ben Meyer.

Name: 

Ben Meyer. 

Job title and company:

Email marketing specialist and campaign coordinator, cleverbridge. 

In one sentence, how would you describe what the company does? 

Cleverbridge is a proven leader in e-commerce technology, services and expertise for global software and cloud companies that serve consumers and businesses. For more than 300 clients – including Avira, Corel, Dell, Malwarebytes and Parallels – cleverbridge is a true extension of their teams, understanding each client’s billing models, markets, channels and specific e-commerce requirements. 

What are the company’s unique selling points?

Cleverbridge was founded by experts with decades of experience in the e-commerce industry. Our laser focus on software and cloud companies has resulted in unmatched expertise that addresses the unique needs of this complex market.

The cloud-based cleverbridge platform offers exceptional flexibility and robust capability to increase online sales while streamlining clients’ internal processes.

As companies continue to realise the vast opportunities and challenges of serving a global customer base, cleverbridge’s extensive localisation capabilities are extremely valuable to account for differences in distinct markets and correctly adapt clients’ sales efforts to local needs.

Within the last six months/year, what stands out as the company’s major milestones?

• In 2014, we transacted more than USD $536 million through our platform with over one million transactions per month.


• Expanded worldwide to more than 280 employees among our Cologne (Germany), Chicago, San Francisco and Tokyo locations.


• IDC named cleverbridge a ‘leader’ in the digital commerce applications market, based on product functionality, future road map strategy, innovation and pace of productivity in research and development, growth strategy execution, and customer service.


• Announced a strategic partnership with global cross-channel digital marketing provider ExactTarget. The seamless integration between the ExactTarget email marketing solution and the cleverbridge e-commerce platform enables clients to more effectively create, deploy and track promotional and transactional emails based on customer data.


• With software companies continuing to tap into the benefits of cloud-based delivery models and recurring revenue streams with subscriptions, more are turning to our advanced CLM and subscription capabilities to manage the new complexities.

Duration in current role:

I have been with cleverbridge for almost four years, now with a focus on email marketing.

Where are you based?

The beautiful city of Chicago.

Previous performance marketing-related companies you have worked at:

I am lucky to say that I have been with cleverbridge since the start my career. 

What are your main job responsibilities?

I oversee the email marketing services on behalf of cleverbridge clients. I focus mainly on the business development and strategy for a full-feature email program. This means creating marketing roadmaps that drive client revenue through the email marketing channel.

Take us through what you get up to on a typical working Monday:

A typical Monday starts off with viewing what the deliverability scores are for our clients. If there is a dip in the score, then we will work to correct the issue. Mondays mean reporting! Every Monday we start running reports from the previous week to see how our campaigns are performing. This is the type of stuff an online marketer comes to work for; to see how their campaigns are performing and what can I do to improve them. 

What top three websites can you be found browsing during your lunch hour?

Engaget.com, Adweek.com and hypem.com. 

What are your top three tips for someone looking to get their hands on a job like yours?

1. Work on your organisational and attention to detail skills – The work you are doing is customer facing and email marketing helps build a brand. You don’t want to send an email with a mistake and have that be associated to that brand.


2. Be passionate – There are many moving parts to a successful email program. You will have the opportunity to work on all big aspects of an email production. 


3. Set goals – Keep striving to accomplish goals. Understanding your personal and business goals will help you align yourself to become successful in your career.

Career-wise, where do you see yourself in three years’ time?

I see myself being in more of a director role that helps our clients grow in all online marketing channels. 

Tell us one thing people at work don’t know about you?

I am pretty fierce Mario Kart player!

Ben Meyer, Email Marketing Specialist & Campaign Coordinator, cleverbridge - Shares Insights ...

'Kids Can Smell Fake': 5 Insights From Marketing Pros at the Massive Summit

1. Kids can smell fake

Scott Birnbaum, senior VP of marketing and e-commerce at Aeropostale, shared the story of launching a clothing line with YouTube star and social influencer Bethany Mota. At one point the campaign released photos of Mota that, to her fans, looked overly doctored and caused outrage on social media. “I even got a phone call from my daughter who was supposedly in school saying ‘What did you do to Bethany?,"” Birnbaum recalled. Using this anecdote, Birnbaum emphasized the mantra that kids can smell fake. “Eventually, a single tweet that said, ‘Hey, we think Beth is beautiful too. It was a mistake. It’s going to be fixed in 20 minutes,’ made everything calm down,” he said.

Moderator Jeetendr Sehdev, a celebrity branding authority, read from a study commissioned by Variety that found U.S. teens view YouTube stars to be 90% more authentic than traditional celebrities, 17 times more engaging and 11 times more extraordinary.

Mota, who was also on the panel, said that her philosophy relies on honesty and brand trust. “I will never talk about something or promote something that I don’t actually use and that I don’t care about because with the relationship being so strong between the creators and viewers, they can see when you don’t truly like something. As long as you’re honest and truthful, then that’s what builds that relationship. And the stronger that is, the more they’re going to listen to what you say,” she said.

2. Focus on the content, not the demographic

In a spotlight conversation with Movio CEO Will Palmer about how theaters and studios use data to target audiences, Palmer suggested gender and demographic info may be an old-fashioned way of approaching an audience — “assuming that somebody, the day they turn 36, is no longer going to be interested in ‘The Avengers.’ These films cross all quadrants and cross all segments. So sometimes you have to ignore the demographic information and start looking at the comparable titles. If you focus more on the content and less on the demographic, you’ll likely get a better result,” he said.

3. Help consumers discover what they want without being intrusive

Hulu head of marketing Jenny Wall and Facebook global head of entertainment strategy Jim Underwooddiscussed the potential hazards of data mining and targeted advertising. Wall pointed out that consumers want to feel like they’re discovering new things, but they need help because there is so much available. In order to give people what they want without creeping them out, Hulu uses a combination of algorithms and staff-curated lists. Wall also said when Hulu advertises on Facebook, the combined data is extremely valuable. “Facebook data mixed with Hulu data is the most amazing goldmine of data possible. And it actually is not really intrusive because they don’t really understand, I think, that we’re doing that… We have a thousand ads, and in real time we’re quickly optimizing and shifting to serve the right ad and the personalized ad to the right person.”

4. Embrace fan-generated content

Sima Sistani, head of media at Tumblr, explained her thoughts on how content producers can improve their digital presence, saying that fans will create opportunities. “You have fandoms out there who are taking the best moments from a movie or show and creating episode recaps or pulling out the best moments into gifs and even creating fan fiction and fan art,” she explained. “One of my favorite things that I saw was the bacon and eggs version of the characters of ‘Parks and Recreation.’ If the ‘Parks and Rec’ Tumblr reblogs that, it’s so meaningful, and that fan is just going to get more engaged and more excited.”

5. Fail, fail fast and move on

Jill Hotchkiss, VP of marketing and creative at Disney XD, shared the mantra “fail, fail fast and move on,” which she uses when brainstorming ways to connect with a younger demographic. “You have got to try new and try different,” she said. “We need to figure out how to be a kids space and do it in a different way when there are a lot of restrictions for us.”

Caty Burgess, VP of media strategies at the CW, used an example of how her network has tried as many avenues as possible in order to be on the cutting edge of marketing. “Our first mobile campaign was little sticker mirrors you could put on the back of your cellphone for ‘Gossip Girl."”

The research team at a network is largely responsible for determining what will work, but beyond that there is still plenty of uncertainty when pitching a new idea, explained Jamie Cutburth, senior VP of marketing at Bravo and Oxygen. “That 50% of the unproven part is the culture and it is the risk-taking,” he said. “It’s very difficult because you’re going to make sure that it hits every button or it’s not going to move forward. But that’s why we’re able to do a lot of great stuff.”

"Kids Can Smell Fake": 5 Insights From Marketing Pros at the Massive Summit

Custora Raises $6.5MM Series A to Integrate Predictive Customer Insights into the Marketing Cloud

       

April 07, 2015 12:33 ET | Source: Custora

NEW YORK, April 7, 2015 (GLOBE NEWSWIRE) — via PRWEB – Custora, a marketing software startup based in NYC, announced today the close of a $6.5MM Series A led by Foundation Capital with participation from Greycroft Partners and Valhalla Partners. The new funding will enable Custora to scale out sales and marketing and more rapidly develop the company’s B2C marketing software platform. Custora, a Y Combinator company, raised its seed round in 2011 and has been growing based on customer revenue over the past few years.

Custora provides a predictive marketing platform built for e-commerce teams. Its software analyzes data to predict how customers will behave in the future – the things they’re likely to buy, how much they’ll spend, even how often they’ll shop. These customer-specific insights enable brands to advertise and communicate in more effective and meaningful ways.

“It’s a new type of software – part predictive analytics, part B2C marketing automation,” says Corey Pierson, Co-Founder and CEO of Custora. “The goal is for marketers to spend more time thinking about how to treat their customer segments at different points in the buying cycle, and less time caught up in data analysis and list management.”

Customer data is spread across so many silos that it is a real challenge for marketers to surface meaningful insights about their customer or implement marketing campaigns that leverage those insights to drive more sales. To respond to that issue, Custora has built the first platform that aggregates data from the whole ecosystem, leverages predictive analytics to surface customer insights, then integrates those insights back into existing marketing tools – making it easier for marketers to utilize those insights in daily campaigns.

For example, Custora monitors in-store and online purchase data along with website and email engagement data and identifies specific customers who seem to be veering off their usual purchase tendencies. Then, the platform integrates with existing email marketing software to automatically trigger the appropriate “win back” email at the appropriate time.

“Custora has surfaced deep, actionable insights about various customer segments,” says Jason Wang, Senior Director of Strategic Planning and Operations at Guess?, Inc. “We have a much better grasp of our different shopper types and of our omnichannel customers – and when we’re tailoring campaigns based on those insights, it’s driving real lift.”

“It doesn’t make sense for insights and actions to be disconnected. Dashboards don’t drive revenue for marketers,” says Anamitra Banerji, partner at Foundation Capital and newest addition to Custora’s board. “Shoppers are demanding smarter, more relevant marketing campaigns. What makes sense is for software to help marketers bridge this gap.”

Though the company has yet to invest heavily in sales and marketing, they have attracted an impressive roster of customers including Ann Taylor, Guess, Reebok, Bonobos, and more. “Retailers are finding us by word of mouth because they hear our product simply works. ROI sells,” Pierson says.

About Custora

Custora provides the leading predictive marketing platform for e-commerce teams. It helps retailers acquire valuable customers and improve customer retention. The software analyzes data to predict how customers will behave in future — the things they’re likely to buy, how much they’ll spend, even how often they’ll shop. The software then integrates with existing marketing tools so marketing teams can leverage customer-specific insights to advertise and communicate in more effective and meaningful ways. Custora is proud to work with a variety of online and omnichannel retailers including LOFT, Guess?, Crocs, Bonobos, and Backcountry. Based in Manhattan, NYC, Custora is a Y Combinator company, and is backed by prominent venture capital firms and angel investors. To learn more, visit http://www.custora.com/

About Foundation Capital

Foundation Capital is dedicated to the proposition that one entrepreneur’s idea, with the right support, can become a business that changes the world. Foundation Capital has helped companies like Lending Club change the way money is lent and borrowed and Netflix revolutionize media distribution and consumption, among many others. Foundation Capital is currently invested in more than 60 high-growth ventures in the areas of consumer, information technology, software, semiconductors, and clean technology including Beepi, BoardVantage, Chegg, Coverity, DogVacay, Kik, ForgeRock, Lending Home, Simply Hired, Spoon-Rocket, Sunrun, and Venafi. Foundation Capital’s twenty-five IPOs include Lending Club, OnDeck, MobileIron, Control4, TubeMogul, Envestnet, Financial Engines, Netflix, NetZero, Responsys and Silver Spring Networks. For more information, visit foundationcapital.com.

This article was originally distributed on PRWeb. For the original version including any supplementary images or video, visit http://www.prweb.com/releases/2015/04/prweb12634817.htm

Custora
elizabeth conway

+1 2128931208

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Custora Raises $6.5MM Series A to Integrate Predictive Customer Insights into the Marketing Cloud