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MARTECH EDGE INTERVIEW: STEVE WARREN, CEO OF MAPP

MARTECH EDGE INTERVIEW: STEVE WARREN, CEO OF MAPP
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Published on 19th July, 2023

Welcome, Steve; the tech marketplace is ever evolving. What three key learnings did you pick up while leading Mapp as the CEO?

I’ve learned it’s essential to stay focused on the long-term vision and prioritize features with strong use cases and measurable improvements for marketers. At the technology level, this means enhancing customer experiences, decreasing friction in brand-consumer interactions, or reducing cost/effort to reach desired outcomes. Next, businesses should prioritize client KPIs above everything else – because when your efforts align with your customers’ goals, success follows. And finally, constant employee communication is critical, as it emphasizes the “why” behind what we do. This is highly valuable in our hybrid work environments and globally distributed teams.

Can you highlight how today’s CEOs need to be more adept at leveraging technology?

For all CEOS, embracing technology can improve operations, customer experiences, and decision-making.  In addition, technology for CEOs is vital to quickly analyzing data and making strong decisions. Mapp uses a number of tools, including excellent analytics and dashboards to measure company performance, customer behavior, and even anomalies that need to be addressed internally.

For CEOs to be successful, fostering a culture of digital transformation is crucial. This means being surrounded by the right talent and leveraging tech partnerships, particularly MACH-certified technology, to make informed decisions and drive innovation. With this approach, it empowers you to stay ahead, adapt to market changes, and achieve sustainable growth in the digital era.

We’d love to hear your observations on how CX is evolving by the day; how does Mapp ascertain to adapt to this constant change?

It will come as no surprise to hear that customer experience (CX) is constantly evolving, driven by data and innovation. At Mapp, we’re reflecting this by exploring new options available to customers. For instance, we have incorporated Artificial Intelligence (AI) into our solutions, allowing marketers to make complex decisions more efficiently. By automating certain processes with AI, we free up time for our team to focus on other areas. The most important thing, however, is that we ensure that any improvements made for CX have measurable outcomes attached, as that is what truly matters to the end customer.

Please walk us through Mapp Cloud, the all-in-one marketing solution, and what makes it the go-to platform for modern marketing challenges.

Mapp Cloud is the largest independent Marketing Cloud and the go-to platform for modern marketing challenges. Mapp enables cross-channel marketing campaigns at scale. Our Customer Data Platform, combined with our Marketing Insights engine, provides marketers with valuable information to maximize their campaigns. And while my opinion is biased, I believe no one can touch Mapp’s ability to leverage first-party customer data for marketing. Which explains why Mapp has been recognized by Forrester for our Marketing Intelligence and Analytics, showcasing our ability to leverage first-party customer data effectively.

Can you talk about the distinctive characteristics that set Mapp Cloud apart from other vendors in terms of its CDP capabilities?

Mapp’s Marketing Cloud is powered by our comprehensive Customer Data Platform (CDP). Unlike other vendors, Mapp Cloud excels at collecting, leveraging, and exporting data within our platform without additional charges. These capabilities eliminate the need for a costly standalone CDP. It’s also important to note that our focus is not solely on delivering cross-channel customer experiences but also providing insights for future improvement opportunities. With Mapp Cloud, marketers can drive strategic campaigns, maximize conversions, and generate revenue while gaining valuable insights for enhancing customer experiences.

How does Mapp plan to leverage generative AI to reinforce its solutions for better marketing outputs?

Well, AI is of course, not new. We’ve used it throughout our platform for several years now and our AI capabilities were highly regarded by Forrester way back in 2021. Having said that, the latest advancements in natural language processing models and ChatGPT are opening up so many more opportunities. Soon, our clients will be able to engage in conversational interactions with our AI engine, improving personalized content, campaign direction, timing, channel optimization, and actionable data sets for future campaigns. I’m excited to see what will come next!

What fundamental shifts should we expect following Eric Lubow joining Mapp as the new CTO & CPO?

Eric has done a fantastic job in his short time here at Mapp. Coming from our technology teams in Berlin and Munich, Eric has brought about tremendous change and excitement within our organization. He has played a crucial role in improving our solution delivery to customers and unifying our teams under a common mission. We can’t wait to see what our Technology Teams, led by Eric, will deliver in the future.

What business ploys do you live by to keep your competitors at bay?

I’m not sure I would say “ploys”, but we work hard to understand where we fit against the competition in our sector.  At Mapp, we focus on how we communicate about our marketing platform, emphasizing a “data-first” approach with our CDP and Marketing Intelligence solutions. This enables marketers to make informed decisions and avoid wasted investments. Mapp additionally differentiates itself by owning and managing its campaign infrastructure, unlike many competitors who rely on third-party providers. This end-to-end control ensures reliability and brings exceptional value to our customers.

Looking at the massive acceleration of digital transformation, how do you see customer intelligence evolving in the next five years?

Marketing technology remains at the forefront of this transformation, and the integration of AI will empower marketers to automate complex decisions regarding content, channels, and more. At Mapp, we envision “living-breathing campaigns” as the future of marketing. This entails real-time adjustments in messaging, content, timing, or channels based on customer responses. As this technology evolves, we aim to bring these innovative solutions to all companies, not just those with large marketing budgets, for years to come.

About Steve Warren

Steve Warren is the Chief Executive Officer at Mapp, the international provider of insight-led customer experiences. Steve’s background includes over 20 years of Executive Leadership, Business Development, SaaS Software, Marketing, Professional Services, Digital Marketing, and Executive Sales Management Experience. His teams have delivered projects to Enterprise C-Level contacts worldwide—across multichannel retail, publishing, finance, and travel industries.

About Mapp

Marketers and data specialists should be able to focus on what makes the difference for their business. Instead, they are spending valuable time taming the technology behind it. Mapp Cloud is a powerful insight-led customer experience platform that helps focus on what really matters: data-driven optimizations.

With customer intelligence and marketing analytics, businesses can use multichannel customer insights to trigger personalized marketing activities from their fingertips. With AI-supported forecasting models, cross-channel campaigns can be targeted and self-optimized. Automating messages being sent via the right marketing channel at the right time becomes seamless, with optimal contact frequency. More info here.

Mapp’s digital marketing platform helps over 700 businesses across Europe and in the US. Mapp’s clients include Ella’s Kitchen, Expert, Freesat, West Ham United F.C., MyToys, Pepsico, Quint, Vivienne Westwood, and The Entertainer.

 

Press Contacts:

PR Network 

Jonathan Lenz

jonathan.lenz@thepr.network 

+44 (0)77953 74423

 

Mapp Digital

Camille Deschamps

camille.deschamps@mapp.com  

+ 34 675 476 061          

www.mapp.com  

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