Marketing Mojo: Insights from Evergage CMO Andy Zimmerman

Tim Hurley, EVP at Matter recently spoke with Evergage CMO Andy Zimmerman to discuss B2B marketing, measurement and more. Check out the video from the interview and read below for the full conversation.

Tim Hurley (TH): Andy, tell us a little about yourself and a little about Evergage.

Andy Zimmerman (AZ): I’m the CMO here at Evergage. I’ve been here about three and a half years but previously in B2B marketing at various software companies, mostly Boston-based software companies such as Brainshark, edocs and Virtusa and Kenan Systems. I joined Evergage because I was a client before coming aboard and got to know the product and the vision of the CEO well.

Evergage provides the leading real-time personalization platform. We enable marketers to deliver personalized digital experiences to their audiences, prospects and customers. All the way down to the one-to-one level. They do that by defining rules or using machine learning to provide experiences such as website experiences, in-app messages, or even personalized content within emails.

It’s all based on who the person is and what they’re doing and interpreting this information to deliver a relevant call to action, image, headline, or recommendation. By delivering these personalized experiences, customers see better engagement, retention and loyalty.

TH: As we approach 2018, what are the major marketing initiatives or campaigns that you’re prioritizing at Evergage?

AZ: The first one is around thought leadership. We put a lot of investment into our content, it’s not just veiled collateral. We really pride ourselves in delivering high-quality, educational, engaging content.

We have eBooks, whitepapers, webinars, blog posts, case studies, and customer videos. We do The Personalization Summit each year, which is geared toward high-quality content and a great experience for our guests.

We just published a book called One-to-One Personal Engaging in the Age of Machine Learning. It’s a helpful guide for marketers trying to navigate the path forward and employ machine learning and personalization.

One of the key things we’re doing with the book, and other thought leadership content, is un-gating it. Our book is available for purchase on Amazon but you can also download it for free right from our website. We don’t ask for any information, you can just download it.

One of the challenges for B2B marketers is around just standing out and getting good brand recognition and exposure. What we’ve decided is, why put up barriers? Why annoy people with forms? Our solution is all about delivering great customer experiences and we want to adhere to that same philosophy by making it easy for people to consume and share our content.

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