Q&A with Elizabeth Irvine, VP of Marketing at MarketMuse

Elizabeth Irvine, VP of Marketing for MarketMuse, driving the content, demand generation, and sales enablement initiatives for the organization. Elizabeth spent over eight years at TechTarget, five of which were in London where she built the site marketing department for the new European branch spanning four international markets and languages. She spent a year at Gartner, building an audience for their marketing-focused product, and also spent a year at an early-stage startup, Code Ocean. Elizabeth joined MarketMuse in 2018 as the first full-time marketer and built the marketing structure and automation from the ground up. She organized the marketing launch for MarketMuse’s first self-serve products, launched an affiliate program, and was responsible for launching CSC Live. Elizabeth was nominated for the prestigious VentureBeat Women In AI Award in The Rising Star category.

Be a sponge and listen as much as you can. Go to those optional meetings. The more you learn and are exposed to early on, the better.



MEDIA 7: Could you please give our readers a peek into your strong professional journey of over 14 years?
ELIZABETH IRVINE:
I started out writing marketing copy for an IT publisher, TechTarget. All-day I wrote email copy and website copy promoting white papers. This was a great way into a marketing associate role because it trained me to be able to write copy to promote a wide range of topics. I led a few teams over the eight years I spent at TechTarget, but I learned the most (and had the most fun) when I lived abroad and started the digital marketing team for the European branch. The digital marketing space evolved a lot during that time, which forced me to evolve with it -- especially in terms of website conversion, audience development, and email marketing. Personally, it was the most rewarding time of my life because of the amount of travel I was able to do. I met my husband while living abroad, and I was pushed out of my comfort zone more than I expected.

Gartner really opened my eyes to life in an enterprise and the complexities of cross-departmental collaboration. It helped me understand departments that I hadn’t been exposed to previously and I learned how to best support and work with sales from an opportunity-driving perspective. I’ve been at MarketMuse since early 2018 and was their first full-time marketing hire. I was excited about the opportunity to build a team from the ground up and orchestrate the marketing engine. They trusted me and let me run with it -- this was incredibly empowering and humbling. That experience required grit, resilience, and initiative that I didn’t really know was in me.


M7: How does MarketMuse manage to use AI-driven platforms/products for content research, intelligence, and writing?
EI:
Funny you should ask! We use our own platform to inform content decisions. It analyzes thousands of articles on any given topic to provide the direction (via Content Briefs) that gives us the best possible chance to perform well. Well-researched Content Briefs can take a few hours when created manually, but they are created in MarketMuse in minutes. So we save time with our platform and have great data to inform decisions. We also use ‘Writer’ to provide an automated review layer for guidelines, grammar, and tone. This ensures consistency in our messaging and it’s able to catch things faster that we may miss as humans.


There’s a lot to reflect on and things that you learn or realize about yourself as you advise others.



M7: Recently MarketMuse launched two new MarketMuse packages. Could you please give our readers an insight into it?
EI:
We’re really excited to have launched a completely free product. Our goal in everything we do is to help our audience create better content, whether they become a MarketMuse customer or not. Now we can do that with our software too through a free version that writers and marketers can use to research, write and optimize their work. There is limited monthly use of our applications, but this is great for someone publishing at a slower pace. We also simplified our offering to include one self-serve subscription. This offering includes unlimited use of our applications as well as the option to purchase additional user seats and credits for Content Briefs and First Drafts (AI-generated content). So this package is great for growing teams that are publishing at a faster rate but are still able to manage content audits and keyword lists through spreadsheets.

Here is more information on our new free offering: NEW MarketMuse Free. MarketMuse recently revamped our packages to give you access to more data (for free!). Leverage the new features to research, prioritize, and write the best content on any topic in less than half the time it currently takes you.

MarketMuse Free: Start generating better content at no cost.

  • No time limit
  • 1 User
  • Applications: Optimize, Research, Compete, Questions, Connect
  • 35 Queries per month
  • 5 Projects

Why we launched the free plan:

It has been a long-term goal to offer something for free in the market and we couldn’t be more excited for this launch. We offered one of our packages for free last year during the pandemic and had an overwhelming response and reaction from the community which further encouraged this direction. The latest free offering puts powerful AI in the hands of content creators so they can research, prioritize, write, and optimize content faster and more confidently.

Why you should be excited about this:

The ‘Free’ offering means that anyone can research a topic, optimize an article, evaluate the competition, and more without worrying about costs. Everyone can write at an expert level. Each piece published, using the data from the platform, ensures the best chance to perform well in search and provide valuable information for the reader — all in less time.


M7: How do you define Content Personalization? Which technologies are garnering the maximum mileage in the marketing sector?
EI:
Content personalization is all about your audience -- it’s hyper-focused. You really need to know your audience, both firmographically and emotionally, for this to do well. There are technologies that can help you do this at scale, like Mutiny which is a website personalization tool, and Rasa which personalizes content in newsletters. Technology is incredibly powerful, but it can only get you so far. You have to have the strategy, content, and understanding of your audience in order to educate at scale. It’s more than changing a few words on the page based on industry or company size, it’s about providing content that’s hyper-focused for segments you care about and ensuring they see it.


You have to have the strategy, content, and understanding of your audience to educate at scale.



M7: You were listed in the ‘15 Trailblazing Women In Revenue Marketing’. Could you please share the experience?
EI:
I was honored to be invited to join that list, especially by an organization I respect so much. They have amazing leadership in their own organization so I was humbled to be included. There’s a lot to reflect on and things that you learn or realize about yourself as you advise others. I loved being able to give that advice and was really thinking about my younger self and what I would have benefited from learning earlier in my career.


M7: What advice would you like to give professionals starting their careers in this industry?
EI:
Be a sponge and listen as much as you can. Go to those optional meetings. The more you learn and are exposed to early on, the better. Find a couple of mentors outside of your organization. I didn’t receive this advice and didn’t have a mentor until joining MarketMuse and found that having a third-party sounding board really put me at ease at times. I’d also recommend joining an organized group or meetup to further bounce ideas, get feedback, or just to listen to others' challenges that you can learn from. Pavilion, for example, has been a great resource for me in terms of learning from my peers and networking, and they offer robust learning opportunities and tools.

ABOUT MARKETMUSE

MarketMuse is the industry-leading technology and methodology for content planning and evaluation via semantic relevance. It combines advanced artificial intelligence, natural language processing, and machine learning algorithms to produce actionable insights for inbound marketers. MarketMuse helps content marketers, search engine marketers, agencies, and e-commerce managers establish and build topical authority, improve content quality and get the most out of every dollar spent on content. MarketMuse is a content intelligence platform that sets the standard for content quality. The AI-powered platform increases traffic and engagement, improves productivity, and drives revenue.

MarketMuse analyzes millions of articles on demand, uncovering gaps and opportunities to empower marketers to craft high-quality content their audience loves and search engines reward. The content strategy and optimization platform empower marketing teams with solutions to predict and automate the creation of quality content to increase go-to-market success and efficiency. MarketMuse’s patented AI collects and analyzes content, prioritizes the best opportunities based on authority and ROI, generates initial drafts, and builds industry-leading topic models so its clients can always write the best content on any topic.

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Business Wire | January 24, 2024

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Abnormal Security Expands Channel and Alliances Leadership, Appoints Jonathan Corini and Stephanie Goodman

Business Wire | January 11, 2024

Abnormal Security, the leading AI-native cloud email security platform, today announced that it is fueling its continued hypergrowth by expanding its sales leadership. The company has appointed two executives to lead its channel and alliances initiatives, with Jonathan Corini joining as Vice President of Worldwide Channel Sales and Stephanie Goodman as Head of Global Alliances. Corini will lead Abnormal’s global channel sales strategy and oversee all aspects of the company’s channel partner program, while Goodman will expand Abnormal’s strategic alliances ecosystem and accelerate growth among technology partners. These appointments cap a banner year for the company, which now serves 1,880+ customers and recently crossed $100M in ARR. This unprecedented success over the past year is due in large part to the company’s extensive partner system, ongoing dedication to the channel, and deep technology alliances across the industry—all of which will continue under new leadership. Corini has over 23 years of experience in cybersecurity and has held numerous sales and channel leadership positions. He most recently served as the VP of Global Channels at HYPR, where he designed and launched a new channel-focused GTM strategy that was responsible for over one-third of the company’s pipeline. Previously, Corini was SVP of Global Channels at Mimecast, where he grew channel sourced bookings to over 40% of the company's revenue and expanded the global MSP business to 20,000+ customers. In addition, Corini has held channel leadership roles at ForeScout Technologies, Tanium, and Intel Security throughout his extensive career. Goodman brings over 15 years of security experience and comes to Abnormal most recently from Google, where she served as the Global Lead of Strategic Alliances & OEMs. While there, she launched a global OEM program that grew over 200% in its first year and led her team to grow GSI revenue by 250% over the course of 2023. Previously, Goodman was the Director of Global Strategic Alliances at ForeScout Technologies, where the alliance team created an integration monetization plan that now represents 25% of overall company revenue, and held channel program management roles at McAfee. The two executives are joining an established channel-first organization with strong technology partnerships. Abnormal currently supports dozens of strategic partners, including value-added resellers, by providing its behavioral AI platform to protect customers against the growing threat of advanced, socially-engineered email attacks. The email security platform currently integrates with Microsoft, Google, and CrowdStrike, as well as dozens of other cybersecurity platforms. Moving forward, the focus will be on deepening relationships with enterprise partners throughout North America, expanding channel partnerships across Europe and the Asia-Pacific region, and launching strategic alliances with key organizations across the industry. About Abnormal Security Abnormal Security provides the leading behavioral AI-based email security platform that leverages machine learning to stop sophisticated inbound email attacks and dangerous email platform attacks that evade traditional solutions. The anomaly detection engine leverages identity and context to analyze the risk of every cloud email event, preventing inbound email attacks, detecting compromised accounts, and remediating emails and messages—all while providing visibility into configuration drifts across your environment. You can deploy Abnormal in minutes with an API integration for Microsoft 365 or Google Workspace and experience the full value of the platform instantly, with additional protection available for Slack, Teams, and Zoom. More information is available at abnormalsecurity.com.

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ServiceNow Unveils Next Wave of Partner Program Transformation with New Specializations

Business Wire | January 24, 2024

ServiceNow (NYSE: NOW), the leading digital workflow company making the world work better for everyone, today unveiled the next wave of partner program transformation with new Specializations. As part of the revamped ServiceNow partner program announced in January 2023, the recently developed Partner Specializations are the next step in the partner program evolution for partners to unlock new revenue opportunities and earn a range of benefits to further grow their practice. Announced today at ServiceNow Partner Kickoff in Las Vegas, partners can obtain three Specializations which include Service Operations, Serve the Customer, and Power the Employee. ServiceNow is on a path to significantly increase the percentage of net new revenue sourced by partners in the coming years by supporting partners who build the ServiceNow platform into the core of their business models. Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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Channel Partnerships

Vendavo Drives Strong Growth in 2023 with AI-Powered Product Innovations and Partner Program

PR Newswire | January 12, 2024

Vendavo, the global market leader in B2B pricing, selling and rebate solutions announced a strong 2023 finish today, noting a 12% growth in annual recurring revenue and 43% growth in higher margin recurring services. "As economic uncertainty persisted through 2023, global organizations increased investments in AI-driven technology to drive profitable growth, placing their trust in Vendavo," said Alex Hoff, Chief Product Officer, Vendavo. "While many predict stronger economies in 2024, manufacturers and distributors face a growing demand for agility in pricing, channel incentives, and commercial processes. We take pride in enabling significant revenue and margin growth for our customers." Vendavo's products and services enabled a 1.5% margin increase for customers in 2023 through improved pricing over cost. On average, customers achieved $27 million benefit from price improvement. To offer more features to customers, Vendavo's product investment increased by 21% in 2023. New AI product innovations have set the stage for smarter, more efficient commercial processes for customers. A new AI fueled Price Sensitivity metric was added to Vendavo Deal Price Optimizer, a solution that maximizes revenue and profitability through a better understanding of customers' willingness to pay. AI algorithms allow for more in-depth segmentation and analyses that deliver more precise sales guidance. AI now powers timely pattern detection for Price/Volume/Mix analyses in Vendavo Margin Bridge Analyzer. Ranked a Strong Performer in the 2023 Forrester Wave™ for CPQ, Vendavo Intelligent CPQ now has new pricing capabilities within the solution's agreement's function. Sales teams can incorporate more accurate pricing from the onset for even the most complex quotes. Vendavo Pricepoint, the flagship solution for B2B price management, improved both pricing calculation speed and performance. Vendavo's commitment to growing its partner ecosystem led to a doubling of partner-originated pipeline year over year. Notably, Vendavo's existing partnership with Oracle significantly expanded with the creation of new rebate and channel management incentives and the addition of support staff. In response to increasing market demand for rebate and channel management solutions, and following the 2022 acquisition of Market Medium, Vendavo integrated Rebate & Channel Manager into their suite of growth and profitability products. Many customers now effectively manage their rebate programs with the solution. About Vendavo Vendavo empowers global manufacturers and distributors to accelerate growth and profitability with leading pricing, selling, and rebate management solutions. Companies like Emerson, Medtronic, and GAF rely on Vendavo to manage, optimize, and digitize their end-to-end commercial processes. Vendavo's solutions, team of pricing and selling experts, and proven process accelerates value and outcomes that are not only predictable, but unrivaled. With Vendavo, the world's most ambitious B2B organizations can develop dynamic customer insights and execute optimal pricing strategies that maximize margin, boost sales effectiveness, and improve the customer experience.

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