Q&A with Jim Nichols, Chief Marketing Officer at RevLifter

Media 7 | July 17, 2021

Jim Nichols, CMO at RevLifter, is a high performing leader with more than 15 years of digital and traditional marketing experience helping drive company growth by helping brands make the most of their marketing investments. His career is focused on finding barriers to growth across organizations and leading cross departmental teams to genuine solutions. He is a builder of more profitable and enduring client relationships and teams.

In our own marketing, we try to speak simply and without hyperbole. Our prospects and customers know the difference between smoke and fire, and so do we.



MEDIA 7: What inspired you to build a career in marketing?
JIM NOCHOLS:
My answer today is different than it was, say, 10 years ago. Or I should say, broader than it was. Marketing to me has and always will be about applied creativity. That will never change. But the advent and growth of martech means that the ways that we reach, communicate, and measure customer interactions is constantly changing.

With all that change, we’ve enhanced our ability to speak individually to customers and find the sweet spot between brand and customer needs. That’s unbelievably cool. When I started in marketing, something like 95% of the money went into mass communications. Now, more and more dollars are going to 1-2-1 communications and solutions. How great is that!


M7: What are some of the features offered by RevLifter that help your clients personalize their e-commerce networks that generate revenue?
JN:
At RevLifter, our focus is on delivering 1-2-1 deals and incentives to every customer throughout their eCommerce journey. We help more than 100 leading and innovative retailers, including four of the world’s top 25 merchants and telecom providers. We came into being because of a persistent problem online: we all know that every customer is different, but they all see exactly the same deals and offers. Everyone is exposed to the same discounts, coupon codes, and incentives. regardless of their motivations, interests, or current stage in the customer journey. RevLifter analyzes hundreds of behavioral and contextual signals for each customer in real time before architecting a stream of subtle deals and offers to that individual before, during, and after their site visit. We can even adjust offers based on environmental signals like the weather or UV levels.

We offer hyper-personalized deals and offers pages for every customer, a myriad of options for in-line and overlay offers, and post-visit notifications to bring customers back for future purchases. Every deal has to meet the client’s objectives. These personalized communications deliver better results than expensive blanket deals and promotions and our clients see an average increase of 30% in their conversion rates, and a 20% boost in average order values (AOV).


Our data collection does not require complex integration – it sits on top of what a merchant is already doing and collecting.



M7: Partnerize is the new integrated partner for RevLifter. What would this integration offer new to the table?
JN:
We work with Partnerize and many other marketing platforms and networks to help partnership marketers implement 1-2-1 hyper-personalized deals quicker and easier than ever before. Right from the beginning, RevLifter has been a tech platform designed to integrate with the tools and technologies companies are already using, from back-end commerce platforms to the various layers of tech that are now part of virtually every digital store. By integrating with companies like Partnerize, we enable retailers to deliver true 1-2-1 incentives and content without changing their existing infrastructure, reporting and measurement tools, or BI packages.


M7: What are some of the strategies through which RevLifter helps their clients improve their conversion rates and profits?
JN:
There’s no cookie-cutter formula. It’s all specific to the goals of the client. The process begins by understanding the specific KPIs the brand wishes to drive. That can be conversion rates, AOV, acquisition, reducing cart abandonment, or any other measurable goal. Then we work to understand what sorts of deals and incentives will drive shopper behaviors that achieve those goals. Our data collection does not require complex integration – it sits on top of what a merchant is already doing and collecting. We formulate the offer rules, build the creative, and launch, usually within 1-3 weeks.

Some of our most popular tactics include dynamic, real-time “stretch-and-save” incentives that start with the specific value of goods already in the customer’s cart, and then add N% to create an offer for a higher basket value. We also deploy timed discounts, cross-selling, escalating offers, true 1-2-1 product recommendations, and gift card offers for future purchases. The specific bundle is based on retailer needs. For example, we work with some “high/low” retailers that are heavy users of all kinds of deals and promotions, but we also work with luxury brands that cannot or will not discount their products. We simply find a bespoke approach for the retailer that enables it to deliver bespoke communications to every customer. Our objective-based focus and flexibility have allowed us to land several of the world’s top 25 brands as clients, as well as many other giants, large, and medium-sized merchants, all by creating a program that works for their specific situation.


We came into being because of a persistent problem online: we all know that every customer is different, but they all see exactly the same deals and offers.



M7: How do you approach branding for RevLifter, your products and services?
JN:
Fundamentally, we are about simple and elegant solutions that are worthy of the brands and sites we serve. From a shopper standpoint, RevLifter branding is invisible, which is as it should be. We are very proud to create truly native experiences for retailers that look and feel like they are from the brand. Because they are. In our own marketing, we try to speak simply and without hyperbole. Our prospects and customers know the difference between smoke and fire, and so do we. For example, we usually talk about average lift from programs, because the averages are more indicative of what a prospective will see. Our clients see an average increase of 30% in conversion rates, and in AOV. That’s more useful than showing a 9,000% lift for one extremely successful client. We offer a platform and specific products, connected with the Rev+ brand name structure. Our hyper-personalized deals pages offering is called RevPage. Our on-site CRO and AOV-focused offering is called RevConvert.


M7: According to you, what do you see as the biggest challenges in the industry today?
JN:
Speaking from the perspective of my home in the US, the commerce industry has followed a vicious cycle of increasing the number and frequency of margin-busting blanket discounts available to everyone. Here’s what I mean. Two years ago, perhaps a specific retailer’s deal cycle was five times per year, at 15% off. Then last year, perhaps competitor offers ratcheted up, so the deals go to six times a year and 20%. The year after that, maybe it’s seven times a year and 25%. The ultimate result is the laundry list of retail closings and bankruptcies we are all too familiar with. We have to find ways to protect the business by pleasing customers without going bankrupt ourselves. At RevLifter, we think the answer to this is through the personalization of every element of a customer experience, starting with the deals and incentives that are a primary driver of transactions.

ABOUT REVLIFTER

RevLifter is on a mission to make every eCommerce deal intelligent across the entire customer journey. Its revolutionary platform allows brands across all verticals to launch real-time hyper-personalized offers that exceed goals for revenue, conversions, acquisition, and more. RevLifter's cutting-edge solutions are rapid to implement, paid on performance, and reimagining eCommerce by delivering the best possible outcome for brands and their customers. For more information, visit https://revlifter.com.

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Appian Selected for 2023 CRN® Partner Program Guide

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Business Wire | June 09, 2023

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Evo Security Hires Seasoned Channel Expert Eric Morano to Lead Partner Expansion

PR Newswire | June 05, 2023

Evo Security, a channel-only platform provider of Identity and Access Management (IAM), has hired channel veteran, Eric Morano, as the company's new Vice President of Sales and Marketing. Eric will lead all company partner growth initiatives and channel expansion, including Evo's strategic partnerships with ConnectWise and Solutions Granted. In November 2022, Evo executed a corporate strategic partnership with ConnectWise to co-sell Evo's two products, Evo Secure Login and Evo Elevated Access, into ConnectWise's expansive MSP partner base. In early 2023, Evo partnered with Solutions Granted as their exclusive identity provider into another highly valued and broad MSP market segment with an accelerated level of adoption. As one of the top performing sales executives in the channel, Eric Morano joins with extensive experience and a proven track record of success, serving the MSP community for 20 years at IT Providers like CDW, Insight, and MSP-focused vendors like Datto, BarracudaMSP (SkoutXDR), and TitanHQ. Eric helped lead go-to-market efforts for two successful exits, all while driving an organizational culture with global cross-functional collaboration. At Evo, Eric will serve as the company's go-to-market industry expert, ensuring a familiar and consistent experience through all stages of the partner relationship, with a focus on enabling partners to easily deliver login security and privileged access for their own companies and their end clients. Current and future partners can expect a refreshed partner program, transparent and easy paths to growth, attractive resale margins, and an exciting new source of recurring revenue. Identity and Access Management is quickly becoming one of the fastest growing segments of cybersecurity in the MSP-focused channel given the plethora of compliance, insurance, and regulatory requirements. It is also a core component of almost every cybersecurity framework and certification to ensure proper authentication and access control is managed and verified across critical MSP, and MSP client systems. MSPs are not only challenged with protecting their clients from the most common breaches related to social engineering but are also challenged with protecting themselves. Evo is committed to delivering the best-in-class IAM product suite engineered specifically for the MSP use case, in addition to offering a consistent level of world-class support, and phenomenal partner success experience to assist partners in building proper secure and profitable IAM programs for themselves and their clients. Eric's deep professional experience and years of commitment to the MSP community will undoubtedly help Evo achieve these goals and more. Please join us in welcoming Eric Morano to the Evo Security leadership team. About Evo Security Based in Austin, Texas, Evo Security is an identity and access management cybersecurity company that builds enterprise-grade identity and access management products with the MSP in mind. Evo offers two products for MSPs. Evo Secure Login is a product built for both the MSP and their end user clients that offers Multi-Factor Authentication (MFA), Single Sign On (SSO) for Windows and Mac endpoints, web applications, and network devices. Evo Elevated Access is a product built for the MSP use case that allows their service delivery team to access their client devices as an administrator without the need to copy/paste administrative credentials from third party tools.

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Appian Selected for 2023 CRN® Partner Program Guide

PR Newswire | June 01, 2023

Appian (Nasdaq: APPN) has been recognized by CRN®, a brand of The Channel Company, in its 2023 Partner Program Guide. This annual guide offers essential information to members of the IT channel ecosystem as they explore technology manufacturers' partner programs to find the vendors that will best support their business needs. Appian's inclusion is based on the recently-announced Appian Partner Program, a new partnership framework designed to enable partner success and accelerate customer value. The new program, launching in July, supports Appian's partner-driven growth strategy by fostering collaborative partnerships that strengthen Appian's position as a vendor of choice for end-to-end process automation. For solution providers such as managed service providers (MSPs), value-added resellers (VARs), systems integrators, and strategic service providers, a critical factor when assessing which IT manufacturers, service providers, and distributors to team with in building world-class technology solutions is the breadth and depth of the partner programs those companies offer. Strong elements such as financial incentives, sales and marketing assistance, training and certification, technical support and more can set a vendor apart and play a key role in boosting partners' long-term growth. In the 2023 CRN Partner Program Guide, vendors were evaluated based on program requirements and offerings such as partner training and education, pre- and post-sales support, marketing programs and resources, technical support, and communication. "We are committed to the success of our partners and are constantly looking for ways to better enable them," said Mark Dillon, SVP of Global Partnerships at Appian. "Our new program is designed to give our partners the resources and tools they need to develop effective joint go-to-market strategies with us. We are honored that our efforts are recognized by CRN." "In today's world, the need for innovation is greater than ever," said Blaine Raddon, CEO of The Channel Company. "Solution providers seek vendors that can keep pace with their developing business and evolving client needs. CRN's 2023 Partner Program Guide delivers deep insight into the strengths of each program, spotlighting the vendors dedicated to supporting their partner community and pushing positive change throughout the IT channel." The 2023 CRN Partner Program Guide is available online at www.CRN.com/PPG. Learn more about the Appian Partner Program at https://ap.pn/3pBNdZZ. Learn more about the Appian Platform for process automation at https://ap.pn/3LZLzc6. About The Channel Company The Channel Company enables breakthrough IT channel performance with our dominant media, engaging events, expert consulting and education, and innovative marketing services and platforms. As the channel catalyst, we connect and empower technology suppliers, solution providers and end users. Backed by nearly 40 years of unequalled channel experience, we draw from our deep knowledge to envision innovative new solutions for ever-evolving challenges in the technology marketplace. www.thechannelcompany.com About Appian Appian is a software company that automates business processes. The Appian Platform includes everything you need to design, automate, and optimize even the most complex processes, from start to finish. The world's most innovative organizations trust Appian to improve their workflows, unify data, and optimize operations—resulting in better growth and superior customer experiences. For more information, visit appian.com.

Read More

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Tufin Announces Winners of Annual Partner Awards

Business Wire | June 09, 2023

Tufin®, the leader in network and cloud security policy automation, today announced the 2022 winners of its annual partner awards, recognizing companies across the Americas, EMEA and APAC for their commitment to helping customers drive continued value from their Tufin implementations. These awards were handed out at the recently completed partner summits in each region. “The partners recognized here are on the cutting edge, delivering the technology and solutions customers need to efficiently and effectively defend their organizations in on premise, hybrid, or multicloud situations,” said Jeff Wilmot, CRO at Tufin. “We’re honored to work with such great teams.” Tufin’s channel partner program was recently spotlighted in the 2023 CRN® Partner Program Guide, highlighting the program’s ability to help partners establish new revenue and growth opportunities. There is a growing need among enterprises to bridge the gaps between network and cloud security by increasing visibility and control across all aspects of their environment. By working with Tufin, partners have access to the innovative technology they need to help their customers fully optimize their security operations. “As we accelerate growth in the coming year, our partners are THE strategic pillar of Tufin’s go-to-market strategy and one of our greatest force multipliers,” added Jeff. “We are fully committed to continue building on our global momentum and driving joint success.” This year’s award winners are: Americas East Region Partner of the Year: Atlantic Data Security, LLC West Region Partner of the Year: World Wide Technology, LLC Canada Partner of the Year: GoSecure Inc. Breakout Partner of the Year: Nexum, Inc. Distributor of the Year: Carahsoft Technology Corp. APAC Partner of the Year: NTT Com DD Corporation Distributor of the Year: M.Tech Products Pte Ltd. Best Regional Distributor: SVA Distribution Limited EMEA Western EMEA Top Resellers: Nomios Southern EMEA Top Reseller: Kirey SRL Central EMEA Top Resellers: APIUS TECHNOLOGIES S.A. Northern EMEA Top Resellers: Computacenter AG & Co. oHG, Telia Cygate AB, Computacenter (UK) Ltd. Western EMEA Top Distributor: 2SB Security Solutions 4 Business Southern EMEA Top Distributor: Exclusive Networks Bilisim A.Ş. Central EMEA Top Distributor: Arrow ECS GmbH Southern EMEA Best New Partner: VEM Sistemi SpA Southern EMEA Best Support Partner: MATICMIND SPA Southern EMEA Best New Logo Win: DGS S.p.A. Central EMEA Best SDP +: AERAsec Network Services and Security GmbH For more information about Tufin’s channel partner program, including details on how you can become a member, please visit: https://www.tufin.com/partners/channel-partners. Tufin will be holding half-day Tufinnovate World Tour events from June to September 2023 in cities across the United States, Europe, and Asia. These are open to IT and security executives, managers, network security practitioners and partners interested in enterprise cybersecurity for multi-vendor hybrid cloud networks. To learn more and sign up to attend, click here. About Tufin Tufin is the leader in network security policy management and continuous compliance automation. The platform centralizes, automates and orchestrates network and cloud access for many of the largest organizations in the world. Over 2,900 enterprises have trusted Tufin to implement accurate network changes in minutes instead of days, accelerate secure application deployments, and virtually eliminate manual tasks. A vendor-agnostic solution designed to integrate network and cloud security processes, Tufin is the answer to balancing security and business agility. Find out more at www.tufin.com.

Read More

Spotlight

RevLifter

RevLifter

RevLifter is on a mission to make every eCommerce deal intelligent across the entire customer journey. Its revolutionary platform allows brands across all verticals to launch real-time hyper-personalized offers that exceed goals for revenue, conversions, acquisition, and more. RevLifter's cutting-ed...

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