Welcome to Making Sense of Martech, an irregular set of interviews with some of the most interesting people in marketing technology.
Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech helps to add additional context into what's featured every week by interviewing the people behind the research, ideas and important work.
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In this episode of MSoM I have a conversation with Peep Laja, the founder and CEO of CXL an e-learning company for digital marketing, Wynter a B2B messaging research platform, and the founder and now board member of the newly rebranded Speero agency, previously the CXL agency in Austin Texas. Peep is someone who has pioneered data-driven marketing and optimization for over a decade, working with some of the world's most sophisticated brands and building unique products to empower people in the industry to get more value out of their data and content.
We talk about strategic positioning, the value of messaging over copy, the state of the SaaS and Martech vendor industry, particularly the saturation of technology, and the ways in which companies playing in this space are beating out the competition in their categories. We also touch on discovering unsold problems through customer research, the disconnect between strategy and execution layers in a business, product message fit, and the lack of creative imagination in the marketing technology industry.