Why you can buy every marketing tool imaginable — Brian Kotlyar // Hightouch

Show Notes

• 01:52
  Empowering marketers with access to valuable data

  A lack of access to quality data often blocks marketers from executing their ideas effectively. Hightouch solves this by providing a product that securely accesses valuable data from a company's data warehouse and makes it available to marketers in a simple and scalable way.
• 03:10
  Why buying every marketing tool doesn't always solve your problems

  The philosophy is that buying every marketing tool imaginable does not necessarily guarantee success. Success is driven by creative ideas, finding interesting audiences, good offers, and having access to targeting data, while technology is just a tool that supports these factors.
• 04:21
  The role of tools in marketing success

  The problem marketers have is that theyre constantly acquiring incrementally better or different versions of existing tools. However, having access to good data and skilled marketers is more crucial to success than tools are.
• 06:24
  Prioritizing effective marketing strategies over martech tools

  The focus on martech tools as a solution to business problems is often misguided, as the core functions of most tools have already been achieved by existing ones. Instead, a shift in strategy can provide a greater impact on business performance.
• 08:34
  The paradigm shift happening in enterprise technology

  The CDP category can be confusing as different vendors offer radically different solutions. However, there is a paradigm shift happening in enterprise technology where the dataset for marketing activity is being abstracted away from the tool where the activity occurs.
• 09:49
  How reverse ETL tools enable marketers to access data directly

  A good reverse ETL solution should provide easy access to valuable data that can be integrated into the tool's UI for efficient marketing strategy execution. Alternatively, the tool should allow users to extract the data they need for exploration and utilization in their marketing strategy.
• 10:39
  The data warehouse paradigm shift and its implications for marketing technology

  This shift enables the consolidation of valuable data that can be manipulated to identify fascinating applications. Hightouch serves as the connector allowing for efficient utilization of data in existing martech, changing the relationship between businesses and their customers.
• 13:17
  The importance of centralized data repositories in marketing

  A data warehouse offers speed, flexibility, and cost benefits over a CDP. It provides a single source of truth, allowing businesses to manifest their unique logic, and eliminates paying for the same data to be stored in multiple places.
• 18:14
  When to consider a data warehouse for business growth

  The use of a data warehouse and tools like dashboarding can be beneficial for businesses as they mature and seek to better understand their operations. While small businesses may not need these tools, growth can lead to increasing complexity that makes them necessary.