A marketing revolution is underway. It’s being ushered in by a new wave of mar-tech AND unleashed with a creative renaissance spurred by the marketers who are reimagining their roles as creators, not data scientists or spreadsheet technicians.
Today, Allen Nance, CMO at Emarsys and accomplished tech startup investor, shares his thoughts on this shift in the marketing landscape and the future of marketing.
What is your location: In an exit row seat on a plane, otherwise known as “Entrepreneurial First Class.”
Current Role: Chief Marketing Officer at Emarsys.
One word that best describes how you view the state of marketing today: Measurable.
Tell us a little about your background and how you got to where you are today.
I was born rich — and by that, I mean I had two loving parents who never told me I couldn’t try something. I am the first person in my family to attend college so I am especially proud of my education. In 2000 I founded one of the early email marketing platforms and lead it to three Inc. 500 awards representing the fastest growing private companies in the United States before its acquisition. I am a proud marketing technologist, and am honored to be a small part of telling the Emarsys story and share my passion for the future of marketing. This is what motivates me every day.
What do you wish marketers knew (but you’re pretty sure they don’t)?
In the history of the world, no acronym has ever solved a problem for a marketer or created a great experience for a consumer.
What do you see as the biggest challenge faced by marketers today?
The world has changed. Marketers are working harder than ever before, but we have simply moved beyond the human’s capacity to scale much of anything. There’s more data, more channels, and more choices than ever. It’s an opportunity, but only if we fundamentally alter how we are working. We can’t drag-and-drop our way to personalization.
How can they overcome this challenge?
Realize that data is the single most valuable asset any marketer (or company) has.
If you could tell all marketers just one thing, what would it be?
A “Creative Renaissance” is coming, and it is going to be freaking awesome.
Technology has already transformed marketing in so many ways. How do you see tech continuing to revolutionize the marketer’s role?
Humans make machines better, not the other way around. Marketers will spend more time on strategy, content, and creative.
What are you currently reading, or what would you recommend for marketers?
The Hard Thing About Hard Things by Ben Horowitz.
Fill in the blank: I’d love to see _________ answer these same questions.
Auren Hoffman, CEO at SafeGraph.
Is there anything else you’d like to add that might be interesting to marketers?
Do less, better. You’re already working hard, I know it. Do a few things better than anyone else and I promise your consumers will thank you.
Allen Nance is CMO at Emarsys, and is an accomplished entrepreneur, investor, and marketing technologist. Co-founder of TechSquare Labs — a technology hub in Midtown, Atlanta created to help startup dreamers bring their vision to reality — Nance is also an advisor to a set of companies that generate more than $500 million a year in revenue and employ 3,000 talented individuals.
Additionally, he is a vocal leader of our organization, setting the tone and cultivating education internally and externally about the impending, AI-driven marketing revolution.
Special thanks to Allen for his time and insight!
Know someone who would be a great fit for this series? Email Michael at: Michael.Becker@Emarsys.com.