Bidnamic's CMO, Alun Davies, says that marketers are now more like software developers

Media 7 | November 23, 2021

E-commerce marketers today need to be equipped with digital skills, agile processes, and the latest technologies to make the best out of the present landscape, shares Alun Davies, Chief Marketing Officer at Bidnamic, in this interview with Media 7. Read on to find out how a specialized skillset can make marketers highly valuable in dynamic and growing markets.

Having the skills to undertake rapid market research, or to develop agile creative functions will become increasingly valuable for companies wanting to stand out from the crowd.


MEDIA 7: What inspires you the most about working with ambitious B2B entrepreneurs and technologists?
ALUN DAVIES:
I love working with technology visionaries who solve big problems in ways that are beyond the imagination of most people (including myself). As a marketer, this gives me an intellectual challenge in defining the audience and building a new marketing model. It’s also an exciting, emotional journey as often we are breaking new grounds and wanting to do it faster and better than the competition, which can be stressful but is very rewarding when the leads start to flow!


M7: What are some of the different ways Bidnamic helps its clients unlock the full potential of Google shopping?
AD:
Google Shopping is run through Google Ads, the auction-based advertising platform that has been the driver of Google’s commercial success since they launched it in 2000. Eight million businesses have spent $150 billion on Google Ads this year, which is an indication of how successful – and competitive – the platform is for e-commerce companies. Our clients usually come to us for one of two reasons:

  1. They’re already running very successful Google Shopping campaigns but have hit a growth ceiling that they can’t overcome.
  2. Retailers often struggle to generate a profit from Google Shopping as their Cost Per Acquisition is too high.

Bidnamic has an incredibly powerful and sophisticated machine learning platform that optimizes campaigns based on the specific goals of each client. It does this by automatically optimizing bids for each SKU in real time - 24 hours a day, 365 days a year. This is something that is beyond what humans can do manually, particularly as many e-commerce companies have thousands and thousands of SKUs. We also provide expert support services for our clients through weekly review meetings with our Client Success team: Google Shopping experts who get to know your business and are always just a phone call (or email) away.

Read More: Q&A with Gil Allouche, Founder & CEO at Metadata.io


Increasing competition in technology and SAAS markets means that differentiation and messaging are becoming increasingly difficult.



M7: How does Bidnamic help retailers on Google Shopping regain complete transparency and control on every SKU?
AD:
Many retailers come to us because they want to access valuable search data that is hidden in Google’s free 'Smart Shopping' automated platform. Unlike Smart Shopping, our platform provides full access to granular data down to the SKU level, including conversion rates, impressions, profitability, search terms and CPC, which our clients use to help optimize other marketing channels or to inform stock decisions.


M7: What is the best agile marketing function that you have helped create that has ensured high-quality growth?
AD:
Whilst we are only three years old, our platform has been six years in development and has already generated great results for hundreds of e-commerce clients. So our focus has been on getting the Bidnamic success story out to the market as quickly as possible. Initially, we focused on building an agile advertising function, rapidly developing libraries of case studies and adverts that we deployed in test campaigns across paid search and paid social channels. The results have been great – we’ve consistently beaten all our marketing KPIs – and we are continuing to test and refine existing channels, as well as exploring new ones. This year we’ve taken the same rapid deployment approach to organic search, and we are on target for our organic leads to exceed paid leads in the next quarter.

Read More: Q&A with Amanda Nelson, Senior Director, AppExchange Comms & Community at Salesforce


Eight million businesses have spent $150 billion on Google Ads this year, which is an indication of how successful – and competitive – the platform is for e-commerce companies.



M7: Consumers have rapidly shifted from stores to e-commerce portals in the past few months. How has this pushed the need for digital transformation within the marketing industry?
AD:
During the lockdown, there was a massive shift from the high street to e-commerce, for obvious reasons. In 2018, US e-commerce made up 14.3% of total retail sales, and 15.8% in 2019. In 2020, this leaped to 21.3% of all retail, and whilst the rate of growth in 2021 has slowed, the overall trend of online growth is continuing. We’ve seen the impact on some long-established brands and retailers who were too slow to recognize the need for digital transformation: US casualties included J.C. Penney, Sears and Toys R Us, and in the UK Debenhams, Jaeger and Arcadia Group brands Topshop, Dorothy Perkins, Burton and Miss Selfridge all shut up shop.

Post-lockdown, there are two main challenges for e-commerce marketers: how to compete profitably in the face of increasingly sophisticated competition; and - for retailers that also have physical stores - how to use digital to help drive in-store revenues. In this landscape, e-commerce marketers need to invest in digital skills, agile processes, and the latest technologies. That doesn’t mean blockbuster budgets: an agile approach will support rapid deployment and testing models while minimizing up-front risk. AI platforms are a key part of this equation as they accelerate the learning process exponentially, reduce staff and agency overheads. And the cost to deploy some marketing AI platforms is now well within the budgets of small and medium-size e-commerce companies.


M7: What is your advice to aspiring marketers, today, in a market that is going through constant digitalization?
AD:
I started in marketing at a time where you didn’t always need a specialist skill: a broad commercial experience was perceived to be equally valuable. Today, marketers are more like software developers in that the most valuable skills are the niche skills with the greatest scarcity. So my advice to aspiring marketers is to focus on building a specialist skillset that will make you highly valuable in markets that are growing rapidly. You can build a broader skillset if you want to, once you are established as an expert in your specific field.

Fast-growing technology and SaaS companies, for example, are likely to want to recruit marketers with deep expertise in how to use automated digital marketing software like HubSpot, or who have a deep understanding of how analytics can be used to improve advertising performance and conversion metrics. Similarly, increasing competition in technology and SAAS markets means that differentiation and messaging are becoming increasingly difficult. Having the skills to undertake rapid market research, or to develop agile creative functions will become increasingly valuable for companies wanting to stand out from the crowd.

ABOUT BIDNAMIC

Established in 2018, Bidnamic offers a software as a service marketing platform that helps brands and retailers outrank competitors on Google Shopping. Bidnamic uses machine learning to profile every single product to predict its optimal bid value, applying real-time performance analysis and high-frequency bid management. It increases ad spend efficiency, market share, revenue and advertising ROI and ROAS, and enables the full revenue potential of every product.

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Q&A with Jeff Kupietzky, CEO at PowerInbox

Media 7 | January 11, 2021

Jeff Kupietzky, CEO at PowerInbox, helps businesses to monetize their email newsletters through dynamic content. He has also served in leadership positions with Oversee.net, X1 Technologies, Digital Insight, Siebel Systems and Loudcloud/Opsware. MEDIA 7: Please take us through your professional journey of becoming the CEO of PowerInbox. JEFF KUPIETZKY: I began my career in Silicon Valley at several high profile start-ups.  I then moved to SoCal where I worked for Digital Insight and then Oversee.net where I had my first opportunity as a CEO.  I joined PowerInbox 9 years ago and have been fortunate to have been in the same role since I began! M7: What are the unique Email Marketing features offered by PowerInbox that sets it apart from its competitors? JK: Firstly, we’re the only platform designed specifically for publishers, to help them reach and engage subscribers and grow revenue through multichannel messaging and monetization. We can help publishers end their reliance on third-party platforms like social media and search, to cut out the middleman, and build direct relationships with their audiences. Secondly, our platform uses AI to learn subscribers’ preferences—the content and ads they want to see and that are most relevant to them and their interests—and then automatically sends more of what they want to them over the channel that’s most effective. Because it all happens automatically, and in a single platform, it makes it extremely easy and efficient, especially for small teams. Our customers often say that our biggest key benefit is that we offer a “set it and forget it” solution.

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Media 7 | September 28, 2022

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Media 7 | January 11, 2021

Jeff Kupietzky, CEO at PowerInbox, helps businesses to monetize their email newsletters through dynamic content. He has also served in leadership positions with Oversee.net, X1 Technologies, Digital Insight, Siebel Systems and Loudcloud/Opsware. MEDIA 7: Please take us through your professional journey of becoming the CEO of PowerInbox. JEFF KUPIETZKY: I began my career in Silicon Valley at several high profile start-ups.  I then moved to SoCal where I worked for Digital Insight and then Oversee.net where I had my first opportunity as a CEO.  I joined PowerInbox 9 years ago and have been fortunate to have been in the same role since I began! M7: What are the unique Email Marketing features offered by PowerInbox that sets it apart from its competitors? JK: Firstly, we’re the only platform designed specifically for publishers, to help them reach and engage subscribers and grow revenue through multichannel messaging and monetization. We can help publishers end their reliance on third-party platforms like social media and search, to cut out the middleman, and build direct relationships with their audiences. Secondly, our platform uses AI to learn subscribers’ preferences—the content and ads they want to see and that are most relevant to them and their interests—and then automatically sends more of what they want to them over the channel that’s most effective. Because it all happens automatically, and in a single platform, it makes it extremely easy and efficient, especially for small teams. Our customers often say that our biggest key benefit is that we offer a “set it and forget it” solution.

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Media 7 | July 30, 2021

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Heather Tenuto, Chief Revenue Officer at Zift Solutions, elaborates on her expertise in channel marketing, sales, and operations and how ZiftONE provides a streamlined and comprehensive channel management solution. Read on to learn more about her thoughts on IT channel partners and how cultivating a revenue strategy helps maintain a partner ecosystem. Q.1. Tell us about your journey into channel strategy and indirect sales. How was it different from direct sales? A.1. I started my sales career right out of college working for a Sun Microsystems reseller. I was on the direct side, but worked closely with supplier reps and took note of the difference in our jobs. I ended up leaving sales for two years to participate in NYC’s Teaching Fellows program. In that program, I was a 9th grade English teacher in a “hard-to-staff” high school in Manhattan.  It was an amazing experience where I learned the power of influence in an environment where you often don’t have direct control. These skills served me well as I transitioned back into sales with a focus on building channels. Just like the classroom, enablement is key, and I was soon able to use my skills to develop and evolve channel organizations for highly transitional suppliers. Q.2. How effectively do you think IT channel partners are adapting to dynamic buyer journeys? How has this shift impacted revenue prediction across the industry? A.2. IT channel partners have come to realize that buyers are choosing the way they want to consume products and services; it’s left to the rest of us to adapt.  IT partners can be more agile than their supplier partners. They are the first to hear buyer demands and often have the flexibility to meet them. However, this asks their supplier partners to be less rigid with programs to allow IT partners to meet the evolving demands of end-users.  All this flexibility makes revenue prediction more difficult, but not impossible.

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Appian Selected for 2023 CRN® Partner Program Guide

PR Newswire | June 01, 2023

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PR Newswire | June 01, 2023

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OffSec Expands Global Partner Program to Provide Increased Market Access, Greater Partner and Customer Support

PR Newswire | June 02, 2023

OffSec, the leader in continuous cybersecurity workforce development and learning, today announced the launch of the newly expanded OffSec Global Partner Program. With cyber threats becoming increasingly sophisticated, organizations are seeking reliable partners to address the ever-growing demand for skilled cybersecurity professionals. In response to this market need, OffSec's new program introduces a range of new features designed to empower and support partner organizations. First launched in April 2022, the OffSec Partner Program featured three partner types: Channel, Learning, and Education Partners. The Channel Partner program has since been expanded to include Distributors and Managed Security Service Providers (MSSPs) with three more now being introduced: Government Partners – Enabling government resellers, learning partners, and prime contractors to deliver OffSec solutions and live training to government agencies and institutions. Alliance Partners – Partnering with global financial and consulting organizations to expand their cybersecurity knowledge for internal and client needs. Strategic Accounts – An exclusive membership for large global enterprise customers to join the new Partner Program. Loyal members will receive benefits and incentives. "We now have an unparalleled opportunity to leverage the synergies of our best-in-class cybersecurity learning and training offerings with a robust partner program that now includes six partner types, each with distinct benefits and resources to manage the market demand. OffSec recognizes that cybersecurity is first-and-foremost a people problem," said Sean Donnelly, Head of Channel and Partnerships at OffSec. "We accept the challenge to provide the necessary training to a global market for individual learners, government employees, large and small enterprise organizations, and our global alliance partners. With the launch of our enhanced partner program, we strive to utilize all avenues of our partner ecosystem to reach the learners that endeavor to be part of the community to combat cybersecurity threats." The OffSec Partner Program is now backed by a larger team dedicated to supporting partner organizations. The expanded team comprises industry experts and experienced professionals who will provide personalized assistance, guidance, and technical support to partners, ensuring seamless and productive collaboration and broader geographical coverage. OffSec has upgraded its Partner Portal and introduced advanced features such as a partner locator tool for lead generation. This tool allows potential customers to search for and connect with partners based on their specific needs and location. Additionally, partners can access on-demand sales training through the portal, equipping them with the knowledge and skills to effectively promote and sell OffSec's solutions. To further support partners in their marketing activities and initiatives, OffSec is introducing market development funds (MDF). Through the new tiered rewards program, partner organizations can access additional benefits for driving revenue or completing key sales enablement and marketing activities in the Partner Portal. "OffSec is by far, one of the leaders in the cyber skills training landscape. It's not often that the leader of the pack continues to dominate whilst disrupting the market. With the unrivaled OffSec brand and their tenacious attitude for innovation, like the new OffSec Cyber Range, every team should have access to OffSec training," said Richard Beck, Director of Cyber Security at QA Ltd. For more information about becoming an OffSec Partner, please visit OffSec's Global Partners page. About OffSec OffSec is the leading provider of continuous professional and workforce development, training, and education for cybersecurity practitioners. OffSec's distinct pedagogy and practical, hands-on learning help organizations fill the infosec talent gap by training their teams on today's most critical skills. With the OffSec Learning Library featuring 6,000 hours of content, 1,500 videos, 2,500 exercises, and 900 hands-on labs, OffSec demonstrates its commitment to empowering individuals and organizations to fight cyber threats with indispensable cybersecurity skills and resources. OffSec also funds and maintains Kali Linux, the leading operating system for penetration testing, ethical hacking, and network security assessments. For more information, visit offsec.com and follow @OffSectraining and @kalilinux on Twitter.

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