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Ajay Khanna, Chief Marketing Officer at Explorium highlights more on how B2B marketing will continue to be more data-driven, requiring marketers to focus on multiple data signals and data points to drive better marketing success.

You’ve recently taken over as CMO at Explorium, we’d love to hear more about your role here and what are some of the key marketing aspects you’re first focusing on to deepen optimization (like, hiring, improving/enhancing the martech stack?!)

Explorium offers a unique platform in the data space. It provides an External Data Platform that automatically discovers thousands of relevant data signals and uses them to improve analytics and machine learning. I’ve spent my last seven-plus years working with data products and was amazed by what Explorium has developed. So I joined the team to take this fantastic product to the market and help grow and scale the company.

The company was recently named a Cool Vendor by Gartner and the Next Billion Dollar Startup by Forbes and we want to keep this growth momentum going. The initial marketing initiatives were building the right team for product marketing, demand generation, digital, content, putting the right processes in place, and building the right tech stack that will help us scale.

How have you seen B2B /tech digital marketing technologies and digital marketing trends evolve during this time in the industry?

Yes, marketing has evolved considerably since I first started in this field. It has become much more data-driven, technology-enabled, and process-oriented. Having the right tools and processes that can help you quickly test your hypothesis and execute your ideas is critical. Speed is essential, and agility is a must. Especially during the last year, marketers had to devise new messaging and find new ways to connect to their customers. Being responsive in the fast-changing market was very important. The shift to digital technologies also became critical as in-person events and meet-ups were not possible. We have learned newer ways to connect with and serve customers in the last year because of access to the right data and digital technologies.

Read more of the interview here