How long have you been involved in Marketing Automation (MA), and why did you choose this path?
It's been over 14 years since I logged into what was then the latest version of Eloqua (9!). I never got to see version 8, so I had to share my team colleagues' admiration and solemn celebration in reverential silence, as they welcomed the new interface. The beginning of my journey with MA was undoubtedly a challenge. While working as a web developer at a creative agency in the UK, our team landed a new client who happened to be using the largest instance of Eloqua at the time, in terms of the size of the contacts table, number of assets, users, accumulated data, etc.
My employer was just starting to build their marketing automation team. The difficulty of the tasks, coupled with the team's size and level of knowledge, made the entry barrier quite high. However, this course of development became a priority for the company I was working for. I was asked to quickly learn how to solve any technical problems that my teammates would encounter. And then, I simply got hooked. It turned out that the technologies I was interested in were able to provide significant enhancements to the functionality of our clients’ MA platforms. In turn, I felt a tremendous sense of satisfaction from the solution design process and the fact that my work was delivering tangible results for the clients we worked with.
How were the beginnings? Who was with you at the beginning and what did you start with?
The early days of my company came at a time when the demand for combining MA with advanced web development expertise seemed (and I'd like to think still is) limitless
I started out as a freelancer and it soon became apparent that I couldn't single-handedly handle the volume of work from clients referred to me by the companies I had already worked with.
My first employees were Dawid, Boguslaw, and Woj and they are still a part of and the driving force of Ivenium Marketing. I am absolutely convinced that if I hadn’t come across such talented, creative, and hardworking people, we wouldn't be where we are today. I don't believe in building the success of companies solely through individuals. However, I do believe that a team of people who trust each other and want to support one another can achieve great goals.
How has marketing automation changed over the years, especially with the development of chatbots and AI?
It's difficult to describe the changes taking place in marketing automation without considering the environment in which it operates. Marketing automation is nothing more than a method of scaling efficiency in customer communication and sales support within an organization. If I compare the mindset of marketing teams and the language used by MA platform vendors 14years ago to what it is now, it's evident that efficiency and results triumph over rigid ideas about what should or should not be used in B2B. Many technologies initially applied in B2C have evolved and been implemented in theB2B sector because they simply enhance the effectiveness of carried-out activities. Of course, there are many more changes, but this one comes to mind as one of the most enlightening.
When it comes to AI and the widespread access to technology that was just a mystery a few years ago, it's no surprise that our minds turn to the C-3PO and R2D2 duo from Star Wars or the ominous HAL9000 from 2001: A Space Odyssey...It's not a groundbreaking statement to say that we are surprised by how AI has developed. What amazes me is the phenomenon of "breaking into natural language.” Chatbots like chat GPT and models based on LLM are now starting to do things that were previously the exclusive domain of humans, without displaying any metallic accent or awkwardness characteristic of C-3PO. They are fascinating, inspiring interlocutors, equipped with non-human knowledge. In the workplace, they act as accelerators of solutions and excellent validators.
Where do you see yourself in 5 years? 😊 But seriously, do you have any dreams concerning the future of Ivenium?
My dreams don't only revolve around the future of the company. I strive to dream for our present as well. What I dream of the most is Ivenium that is cherished by the entire team. In 5 years, I would like to continue crafting solutions and being valuable to both our clients and the Ivenium team. We have a real chance to become the best MA company in the world.
Share It!
Keep on
