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

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

Business Wire | January 11, 2024

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HiddenLayer Launches Channel Partner Program to Secure AI and MLOps Lifecycle

PR Newswire | January 25, 2024

HiddenLayer, the leading security provider for artificial intelligence (AI) models and assets, today announced a new partner program to empower enterprises with complete AI protection including rapid threat detection and security across the entire MLOps lifecycle. "Our Channel Partner Program is designed to drive innovation by allowing partners to introduce security for AI to their customers, helping to educate more businesses about a new threat landscape," said Rebecca Cahak, Head of Channel, HiddenLayer. "By leveraging this new offering, partners will ensure margin and deal protection, leverage incentives, access flexible and easy-to-use training tools, demo environments, and proof of value tools to drive success." The Channel Partner Program allows partners to seamlessly onboard while providing predictable, transparent pricing and flexible licensing models, and a first-of-its-kind unobtrusive, automated, scalable Artificial Intelligence Security (AISec) Platform. Partners will be able to educate customers on a new threat landscape and provide the solutions they need to protect their AI, and competitive edge, build stronger relationships, and establish their team as AI leaders for their customers. "The HiddenLayer line of products is an important component in our AI security service offerings," said Matt Keating, Head of AI Security at Booz Allen Hamilton. "We are excited to continue to strengthen our strategic partnership with the HiddenLayer team, furthering our ability for joint strategy and co-solutioning." HiddenLayer aims to optimize its current partner network, enhancing it through streamlined support and collaborative offerings. There will be three tiers for the program, Covert, Concealed, and Clandestine, so customers can work together with HiddenLayer to achieve the best-shared outcome. Each tier includes pricing discounts, free online training for sales, and technical enablement and security for AI marketing partnerships. Concealed includes free on-site training and performance incentive programs for extra financial success. Clandestine includes everything previously mentioned, with the addition of account mapping, executive security research briefings, and more. "By joining HiddenLayer's partner program, we're enabling customers to safeguard against constantly evolving cybersecurity risks," said Rick Echevarria, Vice President and General Manager, Intel Security Center of Excellence. "We are now able to provide a scalable security solution for AI and help more businesses foster the acceleration of safer AI adoption." Additionally, HiddenLayer recently announced that CRN®, a brand of The Channel Company, named HiddenLayer to its 2023 Stellar Startups list. This annual list, previously known as CRN Emerging Vendors, recognizes fast-rising technology manufacturers committed to delivering leading-edge solutions that propel innovation and growth in the IT channel. Learn more about HiddenLayer's Channel Partner Program here. About HiddenLayer HiddenLayer, a Gartner-recognized AI Application Security company, helps enterprises safeguard the machine learning models behind their most important products with a comprehensive security platform. Only HiddenLayer offers turnkey security for AI that does not add unnecessary complexity to models and does not require access to raw data and algorithms. Founded in March of 2022 by experienced security and ML professionals, HiddenLayer is based in Austin, Texas. For additional information, including product updates and the latest research reports, visit www.hiddenlayer.com.

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Channel Partnerships

Ingram Micro Empowers Channel Partners to Innovate, Grow and Create More Value with AWS

Ingram Micro | December 12, 2023

Ingram Micro is enabling thousands of channel partners worldwide to do more with more as a Premier Amazon Web Services (AWS) Consulting Partner and an award-winning Geo and Global AWS Distributor Partner of the Year recipient. Demonstrating its deep and wide technical knowledge and professional services expertise, Ingram Micro has been honored by AWS with two high profile wins – 2023 Global Distributor Partner of the Year and North America Distributor Partner of the Year. Both awards recognize Ingram Micro for playing a key role in helping channel partners worldwide accelerate success and move businesses to AWS through all phases of complex migration projects, including discovery, planning, migration, and operations. The North America honor is a back-to-back win for team Ingram Micro. Announced during AWS re:Invent 2023, the Geo and Global AWS Distributor Partner of the Year Awards shine the spotlight on Ingram Micro’s high-performing team and continued investments in advanced AWS technical talent, professional services and cloud migration competencies. “Through a strategic alliance with AWS, Ingram Micro has played a pivotal role in empowering Keystone Technologies to take the lead in healthcare EHR data solutions,” says Andy Belval, Chief Revenue Officer, Keystone Technologies. “Ingram Micro’s expertise in cloud solutions, coupled with a dedicated relational partner approach, not only enhances their own business value but also significantly contributes to Keystone Technologies’ ability to deliver better outcomes and cost savings for our healthcare customers.” In 2023, Ingram Micro’s AWS business continued to grow with more and more partners leveraging Ingram Micro to progress through their AWS Partner Network (APN) journey. Ingram Micro navigates AWS partners through APN programs while also expanding their services capabilities including assessment, design, deployment, and management of cloud migrations with greater speed. Additional differentiators to Ingram Micro’s success with AWS channel partners include its wide and deep executive relationships, as well as its Center of Excellence, strategic acquisitions of technical talent, and expansion of its Professional Services portfolio as it relates to cloud and migration services. “Ingram Micro’s early adoption of Cloud, understanding of an entrepreneur's needs and focus on the success for us to become one of their largest AWS resellers is what we were looking for in a distribution partner to grow our business and improve our value in the eyes of our customers,” says Dao Jensen, CEO of Oak Rocket. Ingram Micro provides channel partners access to experienced talent and professional services that can help them accelerate the customer cloud adoption journey including the technical personnel, tools, education, technology, and technical support needed to ideate, deploy, and manage AWS solutions. “AWS is a gold mine of opportunity for an MSP yet remains a heavy lift for most,” says Duncan Robinson, vice president, growth partnerships, Ingram Micro. “We’re here to help our channel partners optimize their sales cycle and effectively design, deploy, and manage AWS solutions that improve the customer’s experience, performance, reliability, and agility, while reducing the total cost of ownership.” Ingram Micro’s long-standing and successful relationship with AWS includes earning several AWS Competency and AWS Service Delivery designations in recent years, including being the first global distributor to earn the AWS Migration Competency and more recently being awarded the AWS Data & Analytics Competency. Other designations include the AWS Cloud Management Tools (CMT) Competency, the AWS DevOps Consulting Competency, and the AWS Config Service Delivery designation. “The experience that Mxmart has had working with Ingram Micro as a strategic partner of AWS has been fundamental for our growth,” says Dario Gomez, CEO Mxmart Solutions. “The support we’ve received technically, commercially, and via programs has added invaluable strength to our company.” About Ingram Micro Ingram Micro is the business behind the world’s brands with the ability to reach nearly 90 percent of the world’s population. Our diverse solutions portfolio includes advanced and specialty solutions, cloud, mobility, and commercial/consumer technologies, while enabling a global circular economy with full-service IT Asset Disposition and reverse logistics and repair services. 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Read More

Marketing Analytics

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.

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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