Agent-to-Agent Marketing

Marketers now have to reach AI agents as well as people. Jamie Domenici is Chief Marketing Officer at Klaviyo, the B2C CRM used by more than 200,000 consumer brands. She has led SaaS and SMB marketing for 20+ years, including senior roles at GoTo and Salesforce. Domenici covers marketing to agents while keeping control of your brand and your customers, and why time in customer success, working on adoption at scale, makes marketers better at their craft. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro, and joining me today is Jamie Domenici, Chief Marketing Officer at Klaviyo, the B2C CRM that helps more than 200,000 consumer brands turn customer insights into personalized experiences. And today, Jamie's going to explain how to market to agents without giving up control of your brand or your customers. Why did you spend three years in customer success at Salesforce?

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  Oh, I think every marketer should do this. Well, the reason I did it is because I was at Salesforce for 10 years, and after seven, I had worked on every product, every segment, every customer. Like, I just needed something else to do, and so I was recruited over into customer success. I'm so glad I did. There, I worked on really their adoption at scale, and what I realized was, wow, pre-sales and post-sales is very similar. I'm marketing at scale, I'm informing people about what's new, I'm getting them to use a product, and using a lot of the same techniques, so that was good. But two, I had a much deeper appreciation for the customer, for what happens after they buy, the pain points they experience, what it's like to onboard, how they're using the product, which I think in turn made me actually a better marketer.

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  So I always recommend do both. You'll really have a 360 view, which will make you better at your craft.

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  Fundamentally, marketing is about understanding the customer. It is about building the market, and without that knowledge, you can't do your job. Customer success seems very tied into what you're doing. I'm sure it was a great experience.

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  It was great. I highly recommend it.

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  All right, and that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Jamie Domenici, the Chief Marketing Officer at Klaviyo. If you'd like to get in touch with Jamie, you can find a link to her LinkedIn profile in our show notes or visit her company's website. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or visit us on YouTube, and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHereEverything.com.