“I have worked for some incredible brands that are truly customer-obsessed, aligning the entire organization towards a common purpose and enabling “everyone” to innovate and challenge convention on behalf of the customer, ultimately driving incredible business and shareholder value.”
Can you tell us about your professional background and your current role at Brightcove. Also tell us how Brightcove differentiates itself from other companies in the same space?
I began my career over 25 years ago—surprisingly not in marketing, but as a CPA working for a global consulting firm—but quickly turned my financial acumen and breadth of industry experience into a valuable skill set for the marketing profession. I describe myself as right- and left-brained, allowing me to exercise both the creative and analytical side of marketing. I believe when you blend insights with impactful content and experiences that resonate and inspire your audience, that’s where the magic happens in marketing.
I am currently the Chief Marketing Officer for Brightcove, the world’s leading streaming technology company. I am responsible for the company’s global marketing strategy, which includes worldwide marketing, brand and creative, digital strategy, global demand generation, and corporate communications. Before Brightcove, I served as the CMO for Rapid7, a global leader in cybersecurity. Before that, I held various executive marketing and communications roles as Chief Marketing Officer for Blue Cross Blue Shield of Massachusetts, Kaplan Higher Education, and Santander Bank.
To set the stage, I was a loyal customer of Brightcove in my prior roles and was drawn to the company to help the marketing and communications community see the power of video to reach, engage, and build loyalty with audiences. The digital transformation has impacted all businesses, but acutely in marketing, where the most significant opportunities exist to leverage technology powered by profound insights and generative AI to drive business growth and efficiency.
What advice do you have for other leaders who are looking to drive growth for their brand?
It is not novel, but it is to deeply understand your market and customers through continuous learning—leveraging data, insights, research, and direct conversations. This work is never done. Striving to understand your audience’s behaviors and actions in the present and with an eye to the future is critical. However, perhaps more important is how you socialize these insights by bringing different stakeholders across an organization into the fold to understand the data and align on the most impactful business opportunities. Often, we get really excited about data and insights, but unless it becomes a valuable asset to drive change, it is just another presentation. The information has to be democratized to realize its true potential. I have worked for some incredible brands that are truly customer-obsessed, aligning the entire organization towards a common purpose and enabling “everyone” to innovate and challenge convention on behalf of the customer, ultimately driving incredible business and shareholder value.
Read Complete Interview: https://martech360.com/mobile-tech/video-marketing/martech360-interview-with-kathy-klingler-chief-marketing-officer-at-brightcove/
#CRM #demandgeneration #digitaladvertising #marketingautomation
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