Russell Glass On How Marketers Can Prove They’re Driving Sales
Formerly founder, president and CEO of Bizo, a B2B audience marketing and data platform, Russell Glass is a serial technology entrepreneur who has founded or held senior positions at four venture-backed technology companies. Hear him speak at INmarket on The Founder’s Perspective: The Past And Future Of B2B Marketing Technology (July 8 in San Francisco).
6s: What is your background and experience?
RG: I’m a serial entrepreneur, and my background is in product management and marketing. I’ve worked for a number of startups, and I co-founded Bizo in 2008. I got the idea for Bizo, which helped B2B marketers target their audience at scale wherever they went on the Internet, when I was a marketer myself at ZoomInfo. The concept developed from my frustration at the lack of solutions to target these audiences at scale.
6s: What is data changing (or simplifying) for today’s B2B companies?
RG: One thing data is changing is the prominence of the CMO and the marketing department. In the past, marketers knew that their efforts were working; they just couldn’t prove it. Now, with data and attribution, marketing can prove its programs are working – and in fact, they’re actually driving sales. This proof of ROI has given marketing a bigger role in areas such as company strategy and product development, which I think is great for B2B companies.
6s: How has B2B marketing technology changed since you started in the industry?
RG: Marketing technology is becoming table stakes. It used to be reserved for tech companies, but tools such as analytics, marketing automation software, and predictive modeling are quickly becoming mainstream. The proclamation from Gartner that the CMO will spend more on IT than the CIO by 2017 shows how real this trend is. It all stems from changes in the path to purchase. As prospects now remain largely anonymous in their online buyer’s journey, marketing technology is becoming essential for marketers. You can’t serve relevant content to your prospects or your customers without it.
6s: Where do you see it heading in the next 5 years? How will products be developed to meet the needs of marketers?
RG: One of the things I’m seeing is that the targeting capabilities of marketing automation software is beginning to merge with the scale offered by advertising technology. We brought the two together in a product we introduced earlier this year, called LinkedIn Lead Accelerator. It enables marketers to reach anonymous prospects with display and social advertising by combining the personalization allowed by marketing automation with the huge scale and reach of advertising technology.