Trend or Trash: Is A Focus On Zero-Party Data Worth Pursuing?

VP of Marketing at EZO, Rob Freedman, delves into the world of asset intelligence and management solutions. He explores the significance of zero-party data and whether it's a trend worth pursuing in today's marketing landscape. Discover how EZO's innovative approach is shaping the future of data-driven strategies. Show NotesConnect With:Rob Freedman: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee 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 life span 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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  Welcome to the Martech Podcast. I'm your host, Benjamin Shapiro, and today we're going to discuss everything-led growth. Joining me is Rob Freedman, who is the VP of Marketing at EZO, which is a provider of innovative asset intelligence and management solutions that are trusted by thousands of organizations worldwide. Their credibility is backed by a vast global clientele and a proven track record in multiple industries. And today, Rob and I are going to talk about is product, sales or marketing-led growth right for you? All right, here's my conversation with an old friend, Rob Freedman, the VP of Marketing at EZO. Lightning round. Let's go on to our second topic here. All right. Trend or trash?

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  Is the move to zero-party data a trend worth pursuing in marketing? Or is it trash?

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  That's a tough one. I'm going to say it's a trend and it's something worth pursuing because if you own your own data, you own the information and no one can take it. People have given it to you freely. You don't have to worry about privacy. There's a lot of regulations and trying to understand like what jurisdiction you're selling into and keeping up with all the laws. It's just so much easier if you just have it as zero party data.

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  I'm going to press you on this one.

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  Please.

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  That means that you're a believer in content-led marketing, not advertising-led marketing, because the way to collect your zero-party data is about your newsletter, your podcast, YouTube, whatever else you're going to do, all the different types of marketing where you're going to go and build your own audience, so you have your own data, as opposed to relying on advertising to attract your customers. Am I reading into this right?

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  Yeah, absolutely. Most companies, their marketing departments need to be media departments.

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  Every brand is a media brand. Well, geez, isn't that just a great idea? Who would have ever thought of that? All right. And that wraps up this episode of the Martech Podcast. Thanks again to Rob Freedman, the VP of Marketing at EZO for joining us. If you'd like to contact Rob, you can find a link to his LinkedIn profile in our show notes. You can send him a message on X. His handle is @robfriedman. That's R-O-B-F-R-E-E-D-M-A-N. Or you can visit his company's website, which is EZO.io. If you'd like a summary of this podcast, or if you'd like to apply to be our next guest speaker, head over to martechpod.com. You can also find the Martech Podcast on YouTube, Twitter, Instagram, Facebook, or even on TikTok

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  now. And if you'd like to contact me, let's connect over on LinkedIn. My handle is Ben J. Schapp, B-E-N-J-S-H-A-P. 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 and we'll be back in your feed tomorrow morning. 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 iHearEverything.com.