Blis CMO Diane Perlman is an established marketing director with a wide variety of brand experiences at Microsoft as well as experience in start-up, scale-up and agency. She is good at solving creative problems and being able to learn. She has a proven track record of delivering results in both structured and unstructured environments. You can follow her on Twitter here.

Media 7: Why did you start marketing? Take us with you on your journey.
DIANE PERLMAN: I always knew that I had a talent for words and creativity. And marketing was an area of ​​interest to me. I studied media at university and paved the way for marketing. After that, I also did a master's in business. I found this to gain a deeper understanding of all aspects of business and management. I wanted to be a stronger leader and a better partner in finance and sales, which is essential to successful marketing.

Immediately after graduating from college, I started writing for a small independent agency, from PR to advertising to digital, both agency and client, and most of the big companies like Microsoft, startups, AdTech scale ups, etc. switched to the marketing arena in my last career, like Unruly and Bliss. I was introduced to the world of entrepreneurial technology and was then called "New Media". It's not an exaggeration to say that I was lost in it. I moved from a strategic PR agency to a startup tech company and my life has changed forever. It was this role that took me from the United States to the United Kingdom. I have lived in the UK for over 20 years now. I haven't looked back since then.

M7: How do you focus on creating demand and building a long-term brand at Bliss?
DP: SMBs are always balanced because they focus on nurturing leads and building long-term brands. But both are important. I recently read several surveys conducted by LinkedIn in 2019. According to this study, B2B brands that invest at least 50% of their budget in long-term brand building offer the highest economic benefits in terms of market share growth, profitability, and profitability. In addition, brand building promotes short-term sales. If you think about it, today you are much more likely to buy from a brand you know and like. For me and my team, it's about finding that balance and having the right strategies and tactics, from awareness to prospects and sales.
M7: How do you get your content across to your audience? What challenges do you face in creating effective content?
DP: Over the past year we have developed content-intensive marketing strategies. When COVID-19 hit we didn't just want to be part of the turmoil. We knew we had to serve our customers as much as possible and it became our mantra. Blis operates in the AdTech industry and is specifically a location-based programmatic partner who puts data protection first. Our insights team uses movement data from various industries to generate a wealth of interesting insights. This allowed the marketing team to work together as customers and sellers similarly yelled for clues about behavioral patterns and changes in consumer behavior.
Blogs and social channels as well as the creation of several interactive “white papers” and regular blog series on the subject of “behavioral changes” and the dissemination of these exciting insights, taking into account budget constraints and direct e-mail marketing to customers. We have also expanded our circle and reach by using partner co-marketing with partner companies.

One of the recurring challenges of global business is that the local market wants local content. This makes it harder to promote global content. However, at the height of COVID-19 in 2020, all markets were keen to learn from each other. In particular, I was keen to learn from more advanced areas toward recovery from COVID-19. That way we were able to create meaningful global content. We have also created a pulse of consumer confidence across several key markets to deliver ongoing insights that inspire our customers.

M7: In your opinion, what are the three most important topics in product marketing in the post-COVID-19 era?
DP: In the case of Bliss, our service has traditionally been geared towards increasing store visits in collaboration with the world's largest brands and media agencies. As the COVID-19 era accelerated the transition to online and e-commerce, one of the first challenges is directing consumers to landing pages or shopping carts and measuring their activity and, most importantly, in-store presence.

The second challenge for companies doing business in the AdTech industry, or brands that actually advertise, is to reach consumers with privacy first by changing regulations, removing and reducing cookies. Develop and sell a product. The number of personal identifiers on Apple devices. Although Blis has a tradition of privacy-first technology, we have worked hard to guarantee the future of our products and innovate at this historic turning point in the industry.

A third, and hopefully more temporary, challenge is limiting in-person interactions with customers, from product roadshows to events that are usually part of B2B marketing. In short, B2B marketers need to be more creative than ever in how to reach their customers and stand before them with exciting new developments.
M7: How will the advertising tactics for products and services change during these periods?
DP: As marketers, we need to keep learning to innovate, test, and seek breakthroughs. As an example, I receive and see personalized video messages via email that are really compelling and clickable. Even “old-fashioned” personalized gifts have become even more important in this COVID-19 era and create unforgettable moments and experiences for our customers. With zoom fatigue a reality, we must also innovate from standard webinsar and move to on-demand content that customers can view at their own time and in other interactive formats for engagement and entertainment. ..

M7: What advice would you give to a young woman considering a high-tech career?
DP: The most important thing young women should consider is that they don't have to be "engineers" or engineers to work in technology. I've worked in and around technology for most of my career. What attracts me as a marketer is the pace of the industry and the challenge of simplifying complex messages in order to make them understandable and convincing. It is also advisable that young women have the courage to avoid self-limiting beliefs when entering technology and other careers. Faith and not fear of failure will go a long way in helping you try new things, build trust, and instill the courage you need to make your mark. Please do your best!

About bliss

Blis is a location based programmatic advertising partner that puts privacy first. It provides accurate targeting on a large scale, regardless of personal information, and helps the world's largest brands and media agencies achieve critical business results through personalized, high-performance digital advertising. .. Bliss was founded in the UK in 2004 and currently operates from more than 40 offices on five continents. The company works with the world's largest and most customer-oriented companies in all industries.

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