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Q&A with Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email

Media 7 | April 14, 2020

Q&A with Ryan Phelan
Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email has nearly two decades of global online marketing experience focusing on driving GTM strategies for high growth SaaS software and Fortune 250 companies. Ryan is a respected thought leader and nationally distinguished speaker with a history of experience from Adestra, Acxiom, BlueHornet, Sears Holdings, Hewlett-Packard (Global), Skype, First National Bank of Omaha, and U.S. Bank and others. In 2013 he was named one of the top 30 strategists in online marketing and is the Chairman Emeritus of the EEC Advisory Board.  

MEDIA 7: With two decades of global online and email marketing experience, how do you see the online marketing landscape evolving as we tread through uncertain times?

RYAN PHELAN: What powers marketing best is that it's predictable and influenced by data. That has changed.
Here’s what’s coming in the next 12 months: At every level, from B2B to B2C, you have to throw your marketing plans out the window. These uncertain times not only detail the unpredictability of commerce but also highlight consumer unpredictability. Companies must start weekly strategy sessions that rely on following the news, statistics and customer sentiment. Start war rooms – virtual or not – that look at how to speak to different parts of the country.

These war rooms look at each channel to ensure that the message is consistent and ties into the socioeconomic channels in cities and states across the country. We also need to look at new ways of communicating with customers. Communications have to focus on the emotive and empathetic part of marketing instead of "Buy this." This is a challenge because it requires non-traditional, non-predictable thinking. It requires a strategic approach, which most marketers aren't used to taking. I've written often about the need to set down a strategy first and then figure out the tactics later. This need is more present and more fluid today than ever before. What's your strategy for this week? For next week?

That fluidity in the strategy-making process is going to be a challenge for most marketers. You can see this today in the absence of advertising from Fortune 100 companies. Rightly so, many have pulled back on ads to rethink their strategy. Finally, systems like CRMs  are not designed to rapidly react to events or predict what will happen. All that investment we put into our systems to help us plan our marketing will now have to pivot. We will be reworking technology to fit in with a narrative that is not planned far in advance but created weekly. These uncertain times have created chaos and is testing the resolve and creativity of marketers across the spectrum.


"B2B companies should adopt ABM technology to level up their communications and react quickly."

M7: What according to you are some of the most innovative go-to-market strategies that today’s high-growth tech companies should be using?

RP: The most common strategies in B2B revolve around marketing automation, account-based marketing and search engine optimization. Most companies that invested heavily in marketing automation have a lot of programs running but ignore most of them. They send massive amounts of communications, but they aren't in touch. I review their technology to help them recognize intent signals like number of web visitors, time spent on site or on specific pages and what pages they visit. I also audit programs and match them up with qualitative data sets that indicate whether they're sending the right messages at the right times in the right channels.

Then there are companies with a few automation programs. They're focused on just the basics of communications and automation. They need to re-optimize existing programs and invest quickly in new programs that recognize intent. Account-based marketing is a game changer and is true marketing at its best. ABM has two definitions. One is on the sales side, where ABM takes a group of accounts and tries to influence them with personalized, ungated content. On the marketing side, ABM is used to drive traffic, to recognize intent and to reverse-influence users. The marketing side recognizes that people are coming to the property and reverse-engineers content that drives higher intent. Both use ungated content. ABM uses buyer intent that indicates "I'm going to check you out before I want to talk to you." These customers want to learn more before they'll take a phone all or walk through yet another demo.

B2B companies should adopt ABM technology to level up their communications and react quickly. SEO is something B2B marketers should get up to speed on. CEOs hate to spend money on natural search, and that's a mistake. Companies that focus on boosting natural or organic search are finding their investments are paying off, and it complements their paid-search strategy. I advise companies using both paid and natural search to hire an expert to do the work. SEO is not something you can teach yourself and master in six months.

M7: What are some of the common mistakes that modern marketers make in running their digital marketing campaigns? What are the strategies you would recommend to minimize or eliminate those errors?

RP: The biggest mistake is that email marketers favor tactics over strategy. They don't look at why someone reads their emails instead of how they read them or how to send to them. From promotional to triggered emails, from welcome messages to cart abandonment, any kind of email message you can think needs to have a strategy, a "why" behind it. Entrepreneurs who say they don't have time to map out email strategy are missing the boat, and I question their leadership abilities. You don't have to plan out a strategy a year in advance, or even a month. Maybe you plan on Friday for the week ahead. You don't have to map out each point in your strategy either. But you do have to have at least the broad outline.

I'm a big believer in planning a strategy retreat, where you and your team take yourselves out of the day-to-day rat race and plan strategy for the coming year. Even a half-day can work if you can keep the focus strictly on strategic planning – the "why" of what you want to do. Most importantly, you need to get everybody on board with it, first in the conversations and then in the planning and execution. Things are different this year – the strategy you might have planned out so carefully has just blown up – but you can always get the gang back together to come up with new strategies.


"The true sign of an insider is giving back to your industry community without pitching your company or self-aggrandizing. That might mean you join an organization and help others learn and do their jobs better."

M7: From your experience, what are technology companies not doing enough for customer activation?

RP: Recognition of intent. I don't think a lot of SaaS companies are looking for those signals the way they should. What are companies doing to look at pages on-site that indicate high intent? How do you recognize those signals so you can act on them, whether through your marketing automation, sales, email or phone calls?

We aren't thinking about intent on a scale to match the need. A lot of companies go through an exercise where they point-score their prospects. You have to start thinking about what combination of behaviors recognize intent. Consumers, whether in B2B or B2C, give off signals that they're interested. Companies can recognize and react appropriately. Not every action means you should pick up the phone and call them. Recognizing intent signals means you know what you need to do next to move that person down the spectrum so they become a lead or request information or indicate you can call or email them or contact them in some way.

M7: How important is channel integration for the success of a marketing campaign? What are the most essential components of a perfectly orchestrated campaign?

RP: I have never seen a perfectly orchestrated campaign.
What we have instead is coordinated channel distribution. This means I have an idea, and I spread it out evenly across my channels. We see this in big-box communications at Christmas. The retailer will have a theme, and you see that theme in every email, tweet and social media post. That's just a coordinated campaign. A truly orchestrated channel integration means I come up with a strategy and a sub-strategy for each channel that respects the purpose and capability of that channel.

I would ask: How can email support my theme? Then, integrate these actions and insights to other channels. For channel propensity, I've done studies where we looked at consumer cohorts and what the primary method for communications should be. Sometimes it's email. Sometimes it's social. Other times it's direct mail. A truly orchestrated campaign looks at integration of data not just across channels but also customer propensity. That's why I say I haven't seen truly orchestrated campaigns. It takes a lot of work to get to that Nirvana, but you can get there through small steps if you use incremental innovation, which builds on one small improvement at a time. It won't happen overnight, but you can orchestrate over time and gather learnings along the way.


"It takes a lot of work to get to Nirvana, but you can get there through small steps if you use incremental innovation, which builds on one small improvement at a time."

M7: You have a regular article on Marketing Land. Could you tell us about your library of thought leadership blogs, white papers and presentations?

RP: I focus on two audiences with my Marketing Land content. I try to speak in some articles to people from C-level executives on down to the specialists working on the front lines. What I try to do is write on things that matter, things that move the needle for the marketing program. My strategy is to write about things they can put into practice today – a playbook for their marketing programs.
I try to point out what's happening in the world. We're all looking for answers, especially with COVID-19. Nobody knows the right way to move forward. I call on 20 years of experience to suggest things to try, to show where reality and theory get in the way. I try to help save people from the mistakes of the past. I've seen where theory gets in the way of reality. I want to dispel all thoughts of rainbows and unicorns.


M7: What advice would you give to young digital marketers from the point of sharpening their skills as a marketer?

RP: Whenever I start a session with a new client, I show a slide listing authors that marketers should read consistently. A lot of people write about digital or email marketing, but I think there are about 40 who have a valid voice in our industry, and those 40 are on my list. So, the first thing I suggest is to read and soak up all the knowledge that's out there. The second is to ask questions. It's infuriating to run into marketers who think they know everything. There's no room for cockiness in this career. I have been in email marketing for 20 years, and I learn all the time. I ask the stupid questions. We are always learning.

Next, find a mentor. This is the person you go to with stupid questions and to get career advice. I'm not talking about getting free consulting but talking with someone who can point you toward the best way to go with your career.

Finally, give back. The true sign of an insider is giving back to your industry community without pitching your company or self-aggrandizing. That might mean you join an organization and help others learn and do their jobs better. Write articles. Lead webinar. Answer questions on community forums. Speak at conferences.

The true insiders bend over backwards to help others without directly benefiting themselves.


M7: You love cooking during your free time. What are the cuisines you have tried and would want to try using your culinary skills?

RP: I have a collection of about 400 recipes. I enjoy all kinds of cooking. I love Italian food. My mother-in-law is Italian and taught me well. I'm known for steaks and have gotten into sous-vide – a method of cooking in which you put food in a vacuum-sealed bag and cook it in a temperature-controlled water bath. I thoroughly enjoy it. It lets me be creative and experimental, and I've got enough equipment to have a product showcase on QVC.

If you want to see my creations, find me on Instagram.
Give me a recipe, and I can riff. But I'd love to learn how to make food on the fly. I'd love to be as good as the guys on Chopped, where you walk into a kitchen and you're told, "Here, you get this and this and this. Now make something."

ABOUT ORIGIN EMAIL

Origin Email Agency is a group of diverse and experienced digital marketers who know that marketing can be tough in the execution but when you step back, truly step back, you can create greatness. 

Most professionals are focused on the tactics when that's generally what we all are good at.  What companies worldwide need is effective strategies to define the "why" first and the "how" second. 

That's where we come in.  Creating mind-blowing, technology agnostic strategies for some of the largest and smallest companies across the globe.

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SentinelOne Expands Distributor Network with New Partners and Extended Partner Relationships

SentinelOne | March 20, 2023

SentinelOne (NYSE: S), an autonomous cybersecurity platform company, today announced new and expanded distributor relationships with Carahsoft, Exclusive Networks, and Ingram Micro. With increased routes to market and larger teams of dedicated SentinelOne experts, partners are better positioned to take full advantage of all SentinelOne offerings, accelerating the company’s penetration into key verticals across North America. “We are excited to announce our newest distribution partnership with Ingram Micro and to grow our existing relationship with Exclusive Networks and Carahsoft,” said Ken Marks, VP Global Channels, SentinelOne. “Distribution’s ability to assist in Partner recruitment and enablement will be a significant value to SentinelOne’s expanding reseller network. We look forward to further accelerating our channel growth and are pleased to make more SentinelOne offerings available to our customers through our partner ecosystem.” As SentinelOne’s newest distributor in the US and Canada, Ingram Micro will help support and grow existing SentinelOne Silver and Gold resellers serving the enterprise and commercial markets. Ingram Micro’s ability to assist in Partner recruitment and enablement, branding, marketing demand generation programs, and alternative financing options will add value throughout the SentinelOne partner ecosystem. “Ingram Micro’s Emerging Business Group is the channel’s go-to-team for identifying and engaging new and emerging channel-ready technology vendors,” said Eric Kohl, vice president, Security and Networking, Ingram Micro. “We are thrilled to be SentinelOne’s new North American distribution partner and look forward to working together to help our channel partners achieve new standards in enterprise security.” SentinelOne is also expanding its relationship with Exclusive Networks Group, a global SentinelOne Distributor since 2016. Exclusive Networks will extend its SentinelOne practice throughout North America focusing on new partner recruitment and multinational organizations. Exclusive Networks’ footprint with organizations with diverse networks spread across multiple geographies helps SentinelOne reach a key target market that is well positioned to benefit from comprehensive autonomous protection. “We’re excited to expand our partnership with SentinelOne in North America as they move to a Tier 2 Distribution Model,” said Brian Vincik, Sr. Vice President, Exclusive Networks. “Exclusive Networks commitment to providing value added support with a dedicated approach is a key differentiator for our partners.” SentinelOne partnered with Carahsoft in 2020 to bring its endpoint, cloud and IoT security solutions to the U.S. public sector. As SentinelOne’s Master Government Aggregator®, Carahsoft continues to provide SentinelOne with a high volume of proactive sales and marketing activities, and access to a robust reseller network to increase adoption of the Singularity Platform to better protect federal, state, local, and tribal government agencies. Carahsoft also offers a portfolio of contract vehicles to simplify procurement for government customers. “We are proud to offer SentinelOne’s FedRAMP-certified Singularity Platform to our Public Sector customers,” said Chris Clarke, Director of the SentinelOne Team at Carahsoft. “SentinelOne’s technology helps agencies realize a higher level of protection and visibility. We look forward to working with the SentinelOne team and our reseller partners to better secure the Public Sector against evolving threats.” For more information on SentinelOne partnerships visit the SentinelOne Partner Portal. About SentinelOne SentinelOne’s cybersecurity solution encompasses AI-powered prevention, detection, response and hunting across endpoints, containers, cloud workloads, and IoT devices in a single autonomous XDR platform. About Ingram Micro Ingram Micro helps businesses realize the promise of technology. It delivers a full spectrum of global technology and supply chain services to businesses around the world. Deep expertise in technology solutions, mobility, cloud, and supply chain solutions enables business partners to operate efficiently and successfully in the markets they serve. Unrivaled agility, deep market insights and the trust and dependability that come from decades of proven relationships set Ingram Micro apart and ahead. Discover how Ingram Micro can help you realize the promise of technology. More at www.ingrammicro.com.

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MARTECH

Ermetic Launches New Above the Cloud Channel Partner Program

Business Wire | March 30, 2023

Ermetic, a leading cloud infrastructure security company, today announced its new Above the Cloud Channel Partner Program with separate offerings tailored to the needs of solution providers and managed security service providers (MSSPs). The redesigned program provides the resources solution providers need to deliver turn-key cloud security solutions for AWS, Microsoft Azure and Google Cloud environments, including the company’s first certification program for its cloud native application protection platform (CNAPP). The program has more than 90 partners worldwide including Trace3, GuidePoint, Marcum Technology, Optiv, Protiviti, and 3 of the Big 4. The global cloud security market is projected to grow from $33.13 billion in 2022 to $106.02 billion by 2029, at a CAGR of 18.1% in forecast period, 2022-2029. The major factors driving the market include the massive migration of data center workloads to cloud platforms, increasing frequency and sophistication of cyber-attacks on cloud computing systems, and growing need for cloud-native protection that provides a contextual view of risk and prioritizes remediation with action steps. “Ermetic is a pioneer in CIEM. This foundational expertise is a critical component that filters into the entirety of their CNAPP platform and enables us to provide detailed code and policy update recommendations that can be manually or automatically applied to instantly reduce cloud security risk,” said Dominique Singer, VP of Strategy for Eden Data. “Devops teams have very little time for security, so Eden Data needs to be explicit, prescriptive and risk-focused with our cloud configuration recommendations. Ermetic has empowered us to deliver reliable, specific, clear guidance on top priorities in a thoughtfully organized interface.” The Ermetic CNAPP uses an identity-first approach to unify and automate cloud infrastructure entitlement management (CIEM), cloud security posture management (CSPM), cloud workload protection (CWP), infrastructure as code (IaC) security and Kubernetes security posture management (KSPM). It unifies full asset discovery, deep risk analysis, runtime threat detection and compliance reporting, combined with pinpoint visualization and step-by-step guidance. “Although organizations recognize the need to implement a comprehensive cloud infrastructure security program, they often lack the in-house multi-cloud expertise to manage it themselves. This is creating a significant opportunity for solution providers and MSSPs,” said Scott Hoard, Head of Global Channel Sales for Ermetic. “The new Ermetic Above the Cloud program is designed to meet the distinct needs of these two types of channel partners. We have also created a certification program that provides the technical skills to set our partners up for success, while improving their efficiency and profitability.” Program Details The Ermetic Above the Cloud Partner Program provides the following partnership levels, criteria, and benefits tailored to meet the unique needs and business goals of solution providers and MSSPs: Solution Providers For value-added resellers and national resellers Ermetic offers certified status for new partners who complete the Ermetic training program, and authorized status for partners that have an existing relationship with Ermetic. Benefits Deal registration with increased margin for identifying opportunities Proposal-based Marketing Development Funds (MDF) for demand and lead generation Sales incentives for driving growth and eligibility for rebate plans Requirements Certification Program that involves four hours of training, provides four hours of CPE credits, as well as a Certified Ermetician certificate and social media badge Achieve annual program certification goals to maintain status Participate in periodic Ermetic partner updates and surveys Abide by Ermetic Rules of Engagement MSSPs The Ermetic MSSP program is designed to enable partners to offer risk-based vulnerability management, prioritization and remediation services to their customers. Authorized and Premium levels provide escalating benefits for partners as their Ermetic business volume grows. Benefits Access to the Ermetic Partner Portal, partner communications, and field sales and marketing support, including Market Development Funds (MDF) Ermetic licenses are owned by the MSSP and can be allocated at their discretion Ermetic provides cumulative volume discounts, so partner costs decrease as volumes increase Partners own the customer support relationship; with no direct communication from Ermetic For more information on joining the Ermetic Above the Clouds Partner Program visit: https://ermetic.com/partners. About Ermetic Ermetic reveals and prioritizes security gaps in AWS, Azure and GCP and enables organizations to remediate them immediately. The Ermetic cloud native application protection platform (CNAPP) uses an identity-first approach to unify and automate cloud infrastructure entitlement management (CIEM), cloud security posture management (CSPM), cloud workload protection and Kubernetes security posture management (KSPM). It unifies full asset discovery, deep risk analysis, runtime threat detection and compliance reporting, combined with pinpoint visualization and step-by-step guidance. The company is one of America’s Best Startup Employers according to Forbes and led by proven technology entrepreneurs whose previous companies have been acquired by Microsoft, Palo Alto Networks and others. Ermetic has received funding from Accel, Forgepoint, Glilot Capital Partners, Norwest Venture Partners, Qumra Capital and Target Global. Visit us at https://ermetic.com/ and follow us on LinkedIn, Twitter and Facebook.

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