Meet Ivenials #1 - Adam Mitrosz

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.  

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.  

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.  

I don't dare make any predictions. The only thing that is clear at the moment, is the cascading nature of the changes that are happening before our eyes. For example, when I first logged on to chat GPT in December 2022, my thought was, "Wow, most copywriters and content creators are going to have to retrain quickly." Of course, this is a massive oversimplification. Genuine creativity in the realm of language doesn't come from the statistical accuracy that LLMs has to offer to anyone.

However, this kind of change is only the first stage, because right behind the quick and efficient creation of audio-visual content comes a change in the way we consume it. Machines related to those that generate content, assist us in our interaction with mass-produced material. They offer summaries, shortcuts, conclusions, and suggestions for our decisions. The next significant stage of change may involve negotiating the accumulating alterations with the world as we knew it just a year ago. Let's hope that this will be an opportunity for us to align with the values we hold as humanity and make this world a better place. A more humane place.  

I won't make any predictions because I'm not sure if we'll seize this opportunity. What is certain is that there are still many changes ahead (quantum computers, low or zero emission energy sources, social changes),the consequences of which I am not able to foresee.

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.  

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I consider myself very fortunate. From the very beginnings of my first company (AMWS), through the group of companies I co-founded, and now to the dynamically expanding Ivenium, we are creating something exceptional. I am curious to see what the upcoming anniversaries of Ivenium will bring.  

An inexhaustible (and emission-free) source of happiness for me is my four children and family life. Observing how my children mature and the decisions they make is (fortunately) comparable to my (consistently unsuccessful) attempts to grasp the state of quantum entanglement.  An inexhaustible (and emission-free) source of happiness for me is my four children and family life. Observing how my children mature and the decisions they make is (fortunately) comparable to my(consistently unsuccessful) attempts to grasp the state of quantum entanglement. 😊