DMWF North America: Interview with Marianne Bunton
Marianne Bunton, the Director of Sales and Product Marketing at Shuttershock uses her insights and experience to help organizations with their business development and market growth strategies around the world.
We were able to catch up with Marianne ahead of #DMWF North America to find out her thoughts on the digital marketing landscape, what us marketeers should be looking out for in the future and what she is most looking forward to seeing at #DMWF North America on 11 – 12 September!
Hi Marianne, thank you for joining us at #DMWF in September! We’re super excited to see Shutterstock’s session!
What digital marketing trend has impacted your campaigns the most in 2019?
It’s not a digital marketing trend per se, but Portfolio Marketing is the most important strategy I’m focused on this year. As a B2B marketer for a business that has a lot of different enterprise solutions, we need to think carefully about how each is positioned cohesively, and when to surface them along the buyer journey. It’s about equipping our sales team to be solutions sellers, taking time to discover their buyers’ needs and know what solutions to package together, and when to upsell and cross-sell. If we were to market one product at a time to everyone, we’d end up throwing the whole kitchen sink at them and ultimately end up cannibalizing ourselves. Instead, with portfolio marketing we make it about the customer needs, and not just the product we need to sell.
How do you feel digital marketing will change in the next 5/10 years?
The personalization of everything is upon us, and as a result customers and prospects will come to expect hyper-personalized experiences, and superior service. This will seamlessly integrate online and offline, across channels. Part of our challenge as marketers will be, as often as possible, to present those existing and prospective customers with just the thing they were looking for, before they even knew what it was they were seeking.
What is the BIG next thing for 2020 that marketers should be preparing for now?
Increased customer concerns over data, particularly around what data is being collected and how it’s being used. The challenge for marketers will be how to deliver those hyper-personalized experiences with their privacy concerns top of mind. The more information a user is willing to share, the better we can serve their needs. But they won’t be as inclined to share if they don’t know or trust what we’ll do with the information they provide, or really understand how it will help us serve them better. Being upfront and transparent about how their data is being used fosters trust, and the winners will be the companies who best establish their trustworthiness.
What can our community learn from Shutterstock at DMWF North America?
My colleague Meagan will be talking about scaling branded content. I love this session because it gives audiences a sneak-peek into how we help brands stand out in a sea of ‘sameness’ in their category. We help customers find their visual brand voice and guide them through the brief process to ensure that every campaign stand outs, yet remains on brand no matter who the photographer is. It’s also super important to have localized campaigns if you’re a global brand, and that’s what our custom product does so well. Taking your brief, we find professional photographers from around the world to bring it to life, with regional touches you couldn’t possibly recreate if you weren’t in-market.
Who on our DMWF North America speaker line up are you looking forward to learning from?
I’m interested in hearing Netflix’s Lead Content Designer Ben Barone-Nugent speak. In everything I’ve mentioned — personalization, customer experience — Netflix are nailing it. In exchange for a pretty decent personalized experience and quality content, I’m willing to give them a lot of my data (and a small monthly fee), which they use to improve the experience and decide what new programs to commission. They have also done an incredible job creating original local content, in markets around the world, and have provided a robust platform for storytellers who would not otherwise get funded. I have speculated for some time that Netflix will soon get into the social recommendations space, and I’m keen to see how this shapes out.
Like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?
Seven Nation Army by the White Stripes.
Thank you Marianne! We look forward to seeing Shutterstock at #DMWF North America on 11 – 12 September in New York.
Shutterstock, a global technology company, offers a creative platform for high-quality licensed images, music, footage, editorial photography, and custom content creation to advertising agencies, media organizations, and businesses around the world. Shutterstock’s collection now exceeds 200 million images, with 150,000 new assets added daily.
On 11 September Meagan Suckling, Director of Strategic Partnerships at Shutterstock will be presenting her session ‘Scaling Branded Content’ and taking a seat on the panel ‘The Future of Content Marketing & Customer Engagement Strategies’.