17 pitch decks that startups trying to disrupt media and advertising used to raise millions from investors

Jeffrey Nicholson
Jeffrey Nicholson

  • Investors are pouring money into advertising, media, and marketing startups.
  • They’re trying to capitalize on changing consumer habits, marketers’ need to see their ads are working, and more.
  • Check out these 17 pitches to see how these startups sold their visions to VCs and other investors.
  • See more stories on Insider’s business page.

Investors are pouring money into startups that are trying to disrupt advertising, media, and marketing.

Insider has been tracking these startups that are using tech to capitalize on changing consumer media habits and marketers’ desire to reach new audiences and ensure their ads are working.

Check out these pitch decks that they’ve used to sell their vision and raise millions from PE and VC investors.

They range from tools that measure digital ad performance to platforms for people seeking out online entertainment.


Contextual advertising

Contextual advertising has become a buzzy area in adtech as the sector shifts away from the precision-targeting and tracking of individual users.

Founded seven years ago by two former Googlers, Seedtag specializes in contextual advertising – using data and artificial intelligence to place ads within relevant publisher content that users should be more likely to interact with.

Seedtag just raised a $40 million funding round, led by Oakley Capital.

See the pitch deck that helped contextual advertising firm Seedtag raise $40 million. The European adtech company now plans a US expansion.


Ad automation

Dan Pantelo started a performance marketing agency in college and pivoted to software after discovering that creative testing was the most important and time-consuming part of making ads.

Today, his marketing technology startup Marpipe claims to help advertisers figure out which ads perform best by automatically testing hundreds of variations.

Marpipe just raised $8 million in Series A for a total of $10 million raised to date.

The key pitch deck slides that helped an ad automation startup raise $10 million


Freelance consulting

Catalant CEO Patrick Petitti
Catalant CEO Patrick Petitti.

Investors are pouring millions into platforms like Catalant Technologies that connect companies to independent advertising and consulting professionals, a need that’s growing as people quit in the pandemic.

Catalant has raised more than $100 million by pitching itself as an alternative to consulting giants like McKinsey.

See the key slides a staffing platform used to raise more than $100 million from investors like Morningside CEO Gerald Chan


Marketing strategy

Ad agency vets Grant McDougall, Liza Nebel, and Matt Gross started BlueOcean in 2019, when they saw an opening to use machine learning to simplify market research and tell marketers how they and their competitors were performing. Now, they count Microsoft, Google, Cisco, Bloomingdale’s, and Diageo as clients.

The software-as-a-service startup just raised $15 million in Series A funding from private equity firm Insight Partners.

Pitch deck reveals how an AI startup that helps brands like Google and Microsoft plan their marketing raised $15 million


Data management tools

Google and Apple’s moves to clamp down on third-party cookies and the rise of online shopping have advertisers clamoring for help managing all their customer data so they can effectively market to them.

One such company is 4-year-old Amperity, which sells software that clients like Starbucks, Patagonia, and Crocs use to manage stats from sales, email, e-commerce, and loyalty card programs.

Amperity has raised $100 million in its Series D from existing investors including Tiger Global Management, Declaration Partners, and Madrona Venture Group, for a total of $187 million.

Here’s the pitch deck that helped a marketing tech startup raise $100 million at a $1 billion valuation to help brands manage their data


Out-of-home advertising platform

Outdoor advertising is coming back after being crushed during the pandemic, and adtech startup OneScreen.ai is hoping to cash in with a platform for brands to search, buy, run and measure their out-of-home ad campaigns.

OneScreen just raised $1.2 million in pre-seed funding in a round led by Florida-based fund TechFarms Capital with other investors including HubSpot cofounders Brian Halligan and Dharmesh Shah, Wayfair’s alumni fund Wayfund, Lola.com CEO Mike Volpe, and BuySellAds.com CEO Todd Garland.

See the pitch deck that Google, Hubspot and Wayfair alums used to raise $1.2 million to build the ‘Amazon of out-of-home advertising’


Consumer data-collection

Tracer started in 2015 as a unit of Gary Vaynerchuk’s ad agency VaynerMedia that automatically collects and organize data that isn’t personally identifiable. Led by Tracer co-founder and CEO Jeffrey Nicholson, it also offers free consulting services. It started by helping VaynerMedia oversee hundreds of millions in ad buys for clients like Oreo maker Mondelez; today, clients include other ad agencies like Labelium; Condé Nast; and pharma giant Sanofi.

Tracer recently raised $9.9 million in seed funding led by big names like former Walmart and Amazon exec Marc Lore and NBA star Kevin Durant’s firm Thirty Five Ventures.

Read the pitch deck a Gary Vaynerchuk-backed data startup used to raise $10 million from investors like Walmart’s ex-ecommerce CEO


Building lifetime customers

As people do more of their shopping online, marketers are trying to get them to become repeat customers.

Former Paypal and Facebook product and data analytics manager Emad Hasan says his startup Retina helps brands like Dollar Shave Club and Madison Reed acquire and keep customers by building lookalike audiences based on companies’ order history and shopper attributes.

It just raised $8 million in Series A funding from Alpha Intelligence Capital, Vertical Venture Partners, and others.

This investor deck helped a former Facebook product manager raise $8 million to help brands boost customers’ long-term value


Data-buying tools

Nick Jordan founded 5-year-old Narrative to let advertisers buy data without the need for data brokers like Epsilon and Acxiom that can be known for not disclosing their data sources or what cut they take.

The marketing-tech firm makes money by taking a cut of data sales and through larger software as a Service (or SaaS) contracts where marketers pay monthly fees for data.

Narrative in September raised $8.5 million in a Series A funding round led by G20 Ventures and which included Glasswing Ventures and MathCapital, bringing its total funding to $14 million.

Here’s the investor deck that helped startup Narrative raise $8.5 million to help marketers buy data safely


Support for online sellers

Adtech vet Paul Palmieri joined Tradeswell as CEO based on his experience as a VC investor, where he saw dozens of DTC companies whose businesses weren’t scalable.

Tradeswell is a SaaS platform that consolidates brands’ marketing, retail, inventory, logistics, forecasting, lifetime value and financial information. Its pitch is that it gives brands insights so they know what to sell to whom, where, and at what price.

US e-commerce is set to be worth $1 trillion by 2023, according to a recent report by Insider Intelligence’s eMarketer, and Tradeswell says it can help traditional and DTC brands save millions of dollars in outsourced contracts and boost their sales.

Tradeswell recently raised $3.3 million in seed round funding from Signalfire and Construct Capital.

This investor deck helped an entrepreneur raise $3.3 million to build ‘the Bloomberg terminal’ for online sellers


Ad performance tools

BrandTotal

BrandTotal is a marketing analytics company that pitches advertisers on the premise that most digital and social media ads are now “dark,” or visible only to the people they’re targeting.

It joins other businesses that promise greater visibility into digital advertising such as Pathmatics, which measures how much brands spend on Facebook and other platforms.

BrandTotal co-founder Alon Leibovich said the company uses AI to track ads and help advertisers understand their competitors’ strategies.

This pitch has helped BrandTotal win business from big brands like L’Oréal and raise $12 million in a Series B funding round, bringing its total funding to $20 million.

Canada’s INcapital Ventures led the latest round along with Maor Investments, Glilot Capital Partners, Flint Capital, KDC Media Fund, and FJ Labs.

This investor deck helped startup BrandTotal raise $20 million to date to help advertisers like L’Oréal see how their digital ads are working


E-commerce advertising services

Brands are increasingly becoming advertising platforms, giving rise to a cottage industry of adtech companies that help marketers build their own ad businesses.

One such firm is 9-year-old adtech firm Adzerk, which is rebranding as Kevel.

EMarketer reports that e-commerce advertising will be a $17 billion market this year. Retailers like Walgreens, Walmart, and Instacart have led the charge, but Kevel sees an opportunity for other types of brands to build ad businesses of their own.

In December, Kevel raised $11 million in a Series A round led by Fulcrum Equity with Commerce Ventures, MathCapital and Food Retail Ventures also participating.

A digital ad firm just raised $11 million to help brands like United Airlines and Ticketmaster build their own ad businesses


Targeted ad tools

Mathieu Roche, CEO of ID5

Google’s and Apple’s moves to clamp down on privacy and digital-ad targeting have been a boon for startups trying to find workarounds like identity solutions.

One such firm is ID5, a European startup that helps advertisers find audiences to target and make sure people don’t repeatedly see the same ads. It makes money from licensing its ID to adtech companies for a monthly fee that ranges from $5,000 to $30,000, CEO Mathieu Roche said. The company gives away its technology to publishers to grow adoption of the ID.

ID5 closed a $6 million Series A funding round in March from Alliance Entreprendre, Progress Ventures, and 360 Capital Partners. The 4-year-old company has raised a total of $7.5 million.

Read the pitch deck that a startup used to raise $6 million to save targeted advertising


Privacy compliance help

New privacy regulations are springing up around the globe, and publishers and marketers are turning to technology companies to stay on the right side of these laws and avoid huge fines.

One of the companies capitalizing on the increased focus on data privacy is Sourcepoint. Founded by adtech vets Ben Barokas and Brian Kane, the US-based technology company has a platform that lets publishers and advertisers get legal consent from people to use their data.

Sourcepoint recently raised $17 million in additional funding, led by new investor Arrowroot Capital, bringing its total funding to $47.8 million since it launched in 2015.

The pitch deck used to raise $17 million for a startup that helps advertisers and publishers comply with privacy laws


Real-time market research

Former CEO of Publicis agency MRY and Suzy CEO Matt Britton

Agency veteran Matt Britton pitches his consumer intelligence startup Suzy as an always-on digital assistant like Siri or Alexa for marketers. It has a consumer panel that lets marketers conduct surveys and research on subjects like product development and ad effectiveness testing.

He just raised $50 million in Series D after closing a $34 million Series C last year, bringing its total raised to $100 million.

H.I.G. Growth Partners, an affiliate of H.I.G. Capital, led the round, with Rho Capital Partners, Bertelsmann Digital Media Investments, Foundry Group, and Triangle Peak Partners also participating.

See the pitch deck a market research startup that’s trying to rival Qualtrics and SurveyMonkey used to raise $50 million


Livestreaming tools for creators

Livestreaming startup Restream was founded in 2015 to help gaming content creators grow their reach by livestreaming to Twitch and YouTube at the same time.

It’s since expanded to serve musicians, politicians, influencers, publishers, non-profit organizations, and other businesses and says its goal is to democratize broadcasting. Restream said half its 2.5 million users are now non-gamers. Most of its users are nonpaying, but it sells subscriptions from $19 to $299 per month that come with features like the ability to record streams and access to more customer support.

Restream announced in August that it had raised $50 million in fresh funding from investors including Sapphire Ventures and Insight Partners.

Read the 14-slide pitch deck that helped livestreaming startup Restream raise $50 million amid the pandemic


Video streaming subscriptions

CuriosityStream is a 5-year-old streaming service founded by former Discovery Communications founder John Hendricks. It went public in fall 2020 through a reverse merger with Software Acquisition Group, a SPAC led by Jonathan Huberman, who formerly led video adtech firm Ooyala.

CuriosityStream is differentiated from other streaming services in that it focuses on factual content like documentaries and features, with more than 3,100 titles available. It reported 13 million paying subscribers buying monthly and yearly subscriptions ranging from $3 a month to $70 a year.

The deal with Software Acquisition Group gave CuriosityStream $180 million in cash.

The investor deck that CuriosityStream used to secure $180 million to take on rival video streaming services


Reaching online sports fans

overtime founder

Overtime wants to be the next ESPN, but for social media.

It started 2016 by Endeavor vets Dan Porter and Zack Weiner with a focus on high-school sports and athletes and has expanded into areas including esports.

Overtime captures game highlights through people it pays to film events and also creates original programming and events. It distributes content mainly on social platforms like YouTube, Instagram, and TikTok.

Its core business is making money from ads, sponsorships, and merchandise, and projects making $200 million in annual revenue by 2024.

It recently raised $80 million from investors including Amazon founder Jeff Bezos, rapper Drake, and Reddit cofounder Alexis Ohanian, The Wall Street Journal recently reported.

Leaked pitch deck shows how sports-media startup Overtime plans to reach $200 million in revenue by 2024

Read the original article on Business Insider

16 pitch decks that startups trying to disrupt media and advertising used to raise millions from investors

Restream founders
Restream cofounders Andrew Surzynskyi and Alex Khuda.

  • Investors are pouring money into advertising, media, and marketing startups.
  • They’re trying to capitalize on changing consumer habits, marketers’ need to see their ads are working, and more.
  • Check out these 16 pitches to see how these startups sold their visions to VCs and other investors.
  • See more stories on Insider’s business page.

Investors are pouring money into startups that are trying to disrupt advertising, media, and marketing.

Insider has been tracking these startups that are using tech to capitalize on changing consumer media habits and marketers’ desire to reach new audiences and ensure their ads are working.

Check out these pitch decks that they’ve used to sell their vision and raise millions from PE and VC investors.

They range from tools that measure digital ad performance to platforms for people seeking out online entertainment.


Ad automation

Dan Pantelo started a performance marketing agency in college and pivoted to software after discovering that creative testing was the most important and time-consuming part of making ads.

Today, his marketing technology startup Marpipe claims to help advertisers figure out which ads perform best by automatically testing hundreds of variations.

Marpipe just raised $8 million in Series A for a total of $10 million raised to date.

The key pitch deck slides that helped an ad automation startup raise $10 million


Freelance consulting

Catalant CEO Patrick Petitti
Catalant CEO Patrick Petitti.

Investors are pouring millions into platforms like Catalant Technologies that connect companies to independent advertising and consulting professionals, a need that’s growing as people quit in the pandemic.

Catalant has raised more than $100 million by pitching itself as an alternative to consulting giants like McKinsey.

See the key slides a staffing platform used to raise more than $100 million from investors like Morningside CEO Gerald Chan


Marketing strategy

Ad agency vets Grant McDougall, Liza Nebel, and Matt Gross started BlueOcean in 2019, when they saw an opening to use machine learning to simplify market research and tell marketers how they and their competitors were performing. Now, they count Microsoft, Google, Cisco, Bloomingdale’s, and Diageo as clients.

The software-as-a-service startup just raised $15 million in Series A funding from private equity firm Insight Partners.

Pitch deck reveals how an AI startup that helps brands like Google and Microsoft plan their marketing raised $15 million


Data management tools

Google and Apple’s moves to clamp down on third-party cookies and the rise of online shopping have advertisers clamoring for help managing all their customer data so they can effectively market to them.

One such company is 4-year-old Amperity, which sells software that clients like Starbucks, Patagonia, and Crocs use to manage stats from sales, email, e-commerce, and loyalty card programs.

Amperity has raised $100 million in its Series D from existing investors including Tiger Global Management, Declaration Partners, and Madrona Venture Group, for a total of $187 million.

Here’s the pitch deck that helped a marketing tech startup raise $100 million at a $1 billion valuation to help brands manage their data


Out-of-home advertising platform

Outdoor advertising is coming back after being crushed during the pandemic, and adtech startup OneScreen.ai is hoping to cash in with a platform for brands to search, buy, run and measure their out-of-home ad campaigns.

OneScreen just raised $1.2 million in pre-seed funding in a round led by Florida-based fund TechFarms Capital with other investors including HubSpot cofounders Brian Halligan and Dharmesh Shah, Wayfair’s alumni fund Wayfund, Lola.com CEO Mike Volpe, and BuySellAds.com CEO Todd Garland.

See the pitch deck that Google, Hubspot and Wayfair alums used to raise $1.2 million to build the ‘Amazon of out-of-home advertising’


Consumer data-collection

Jeffrey Nicholson
Jeffrey Nicholson.

Tracer started in 2015 as a unit of Gary Vaynerchuk’s ad agency VaynerMedia that automatically collects and organize data that isn’t personally identifiable. Led by Tracer co-founder and CEO Jeffrey Nicholson, it also offers free consulting services. It started by helping VaynerMedia oversee hundreds of millions in ad buys for clients like Oreo maker Mondelez; today, clients include other ad agencies like Labelium; Condé Nast; and pharma giant Sanofi.

Tracer recently raised $9.9 million in seed funding led by big names like former Walmart and Amazon exec Marc Lore and NBA star Kevin Durant’s firm Thirty Five Ventures.

Read the pitch deck a Gary Vaynerchuk-backed data startup used to raise $10 million from investors like Walmart’s ex-ecommerce CEO


Building lifetime customers

As people do more of their shopping online, marketers are trying to get them to become repeat customers.

Former Paypal and Facebook product and data analytics manager Emad Hasan says his startup Retina helps brands like Dollar Shave Club and Madison Reed acquire and keep customers by building lookalike audiences based on companies’ order history and shopper attributes.

It just raised $8 million in Series A funding from Alpha Intelligence Capital, Vertical Venture Partners, and others.

This investor deck helped a former Facebook product manager raise $8 million to help brands boost customers’ long-term value


Data-buying tools

Nick Jordan founded 5-year-old Narrative to let advertisers buy data without the need for data brokers like Epsilon and Acxiom that can be known for not disclosing their data sources or what cut they take.

The marketing-tech firm makes money by taking a cut of data sales and through larger software as a Service (or SaaS) contracts where marketers pay monthly fees for data.

Narrative in September raised $8.5 million in a Series A funding round led by G20 Ventures and which included Glasswing Ventures and MathCapital, bringing its total funding to $14 million.

Here’s the investor deck that helped startup Narrative raise $8.5 million to help marketers buy data safely


Support for online sellers

Adtech vet Paul Palmieri joined Tradeswell as CEO based on his experience as a VC investor, where he saw dozens of DTC companies whose businesses weren’t scalable.

Tradeswell is a SaaS platform that consolidates brands’ marketing, retail, inventory, logistics, forecasting, lifetime value and financial information. Its pitch is that it gives brands insights so they know what to sell to whom, where, and at what price.

US e-commerce is set to be worth $1 trillion by 2023, according to a recent report by Insider Intelligence’s eMarketer, and Tradeswell says it can help traditional and DTC brands save millions of dollars in outsourced contracts and boost their sales.

Tradeswell recently raised $3.3 million in seed round funding from Signalfire and Construct Capital.

This investor deck helped an entrepreneur raise $3.3 million to build ‘the Bloomberg terminal’ for online sellers


Ad performance tools

BrandTotal

BrandTotal is a marketing analytics company that pitches advertisers on the premise that most digital and social media ads are now “dark,” or visible only to the people they’re targeting.

It joins other businesses that promise greater visibility into digital advertising such as Pathmatics, which measures how much brands spend on Facebook and other platforms.

BrandTotal co-founder Alon Leibovich said the company uses AI to track ads and help advertisers understand their competitors’ strategies.

This pitch has helped BrandTotal win business from big brands like L’Oréal and raise $12 million in a Series B funding round, bringing its total funding to $20 million.

Canada’s INcapital Ventures led the latest round along with Maor Investments, Glilot Capital Partners, Flint Capital, KDC Media Fund, and FJ Labs.

This investor deck helped startup BrandTotal raise $20 million to date to help advertisers like L’Oréal see how their digital ads are working


E-commerce advertising services

Brands are increasingly becoming advertising platforms, giving rise to a cottage industry of adtech companies that help marketers build their own ad businesses.

One such firm is 9-year-old adtech firm Adzerk, which is rebranding as Kevel.

EMarketer reports that e-commerce advertising will be a $17 billion market this year. Retailers like Walgreens, Walmart, and Instacart have led the charge, but Kevel sees an opportunity for other types of brands to build ad businesses of their own.

In December, Kevel raised $11 million in a Series A round led by Fulcrum Equity with Commerce Ventures, MathCapital and Food Retail Ventures also participating.

A digital ad firm just raised $11 million to help brands like United Airlines and Ticketmaster build their own ad businesses


Targeted ad tools

Mathieu Roche, CEO of ID5

Google’s and Apple’s moves to clamp down on privacy and digital-ad targeting have been a boon for startups trying to find workarounds like identity solutions.

One such firm is ID5, a European startup that helps advertisers find audiences to target and make sure people don’t repeatedly see the same ads. It makes money from licensing its ID to adtech companies for a monthly fee that ranges from $5,000 to $30,000, CEO Mathieu Roche said. The company gives away its technology to publishers to grow adoption of the ID.

ID5 closed a $6 million Series A funding round in March from Alliance Entreprendre, Progress Ventures, and 360 Capital Partners. The 4-year-old company has raised a total of $7.5 million.

Read the pitch deck that a startup used to raise $6 million to save targeted advertising


Privacy compliance help

New privacy regulations are springing up around the globe, and publishers and marketers are turning to technology companies to stay on the right side of these laws and avoid huge fines.

One of the companies capitalizing on the increased focus on data privacy is Sourcepoint. Founded by adtech vets Ben Barokas and Brian Kane, the US-based technology company has a platform that lets publishers and advertisers get legal consent from people to use their data.

Sourcepoint recently raised $17 million in additional funding, led by new investor Arrowroot Capital, bringing its total funding to $47.8 million since it launched in 2015.

The pitch deck used to raise $17 million for a startup that helps advertisers and publishers comply with privacy laws


Real-time market research

Former CEO of Publicis agency MRY and Suzy CEO Matt Britton

Agency veteran Matt Britton pitches his consumer intelligence startup Suzy as an always-on digital assistant like Siri or Alexa for marketers. It has a consumer panel that lets marketers conduct surveys and research on subjects like product development and ad effectiveness testing.

He just raised $50 million in Series D after closing a $34 million Series C last year, bringing its total raised to $100 million.

H.I.G. Growth Partners, an affiliate of H.I.G. Capital, led the round, with Rho Capital Partners, Bertelsmann Digital Media Investments, Foundry Group, and Triangle Peak Partners also participating.

See the pitch deck a market research startup that’s trying to rival Qualtrics and SurveyMonkey used to raise $50 million


Livestreaming tools for creators

Livestreaming startup Restream was founded in 2015 to help gaming content creators grow their reach by livestreaming to Twitch and YouTube at the same time.

It’s since expanded to serve musicians, politicians, influencers, publishers, non-profit organizations, and other businesses and says its goal is to democratize broadcasting. Restream said half its 2.5 million users are now non-gamers. Most of its users are nonpaying, but it sells subscriptions from $19 to $299 per month that come with features like the ability to record streams and access to more customer support.

Restream announced in August that it had raised $50 million in fresh funding from investors including Sapphire Ventures and Insight Partners.

Read the 14-slide pitch deck that helped livestreaming startup Restream raise $50 million amid the pandemic


Video streaming subscriptions

CuriosityStream is a 5-year-old streaming service founded by former Discovery Communications founder John Hendricks. It went public in fall 2020 through a reverse merger with Software Acquisition Group, a SPAC led by Jonathan Huberman, who formerly led video adtech firm Ooyala.

CuriosityStream is differentiated from other streaming services in that it focuses on factual content like documentaries and features, with more than 3,100 titles available. It reported 13 million paying subscribers buying monthly and yearly subscriptions ranging from $3 a month to $70 a year.

The deal with Software Acquisition Group gave CuriosityStream $180 million in cash.

The investor deck that CuriosityStream used to secure $180 million to take on rival video streaming services


Reaching online sports fans

overtime founder

Overtime wants to be the next ESPN, but for social media.

It started 2016 by Endeavor vets Dan Porter and Zack Weiner with a focus on high-school sports and athletes and has expanded into areas including esports.

Overtime captures game highlights through people it pays to film events and also creates original programming and events. It distributes content mainly on social platforms like YouTube, Instagram, and TikTok.

Its core business is making money from ads, sponsorships, and merchandise, and projects making $200 million in annual revenue by 2024.

It recently raised $80 million from investors including Amazon founder Jeff Bezos, rapper Drake, and Reddit cofounder Alexis Ohanian, The Wall Street Journal recently reported.

Leaked pitch deck shows how sports-media startup Overtime plans to reach $200 million in revenue by 2024

Read the original article on Business Insider

15 pitch decks that startups looking to disrupt media and advertising used to raise millions

Restream founders
Restream cofounders Andrew Surzynskyi and Alex Khuda.

  • Investors are pouring money into advertising, media, and marketing startups.
  • They’re trying to capitalize on changing consumer habits, marketers’ need to see their ads are working, and more.
  • Check out these 15 pitches to see how these startups sold their visions to VCs and other investors.
  • See more stories on Insider’s business page.

Investors are pouring money into startups that are trying to disrupt advertising, media, and marketing.

Insider has been tracking these startups that are using tech to capitalize on changing consumer media habits and marketers’ desire to reach new audiences and ensure their ads are working.

Check out these pitch decks that they’ve used to sell their vision and raise millions from PE and VC investors.

They range from tools that measure digital ad performance to platforms for people seeking out online entertainment.


Freelance consulting

Catalant CEO Patrick Petitti
Catalant CEO Patrick Petitti.

Investors are pouring millions into platforms like Catalant Technologies that connect companies to independent advertising and consulting professionals, a need that’s growing as people quit in the pandemic.

Catalant has raised more than $100 million by pitching itself as an alternative to consulting giants like McKinsey.

See the key slides a staffing platform used to raise more than $100 million from investors like Morningside CEO Gerald Chan


Marketing strategy

Ad agency vets Grant McDougall, Liza Nebel, and Matt Gross started BlueOcean in 2019, when they saw an opening to use machine learning to simplify market research and tell marketers how they and their competitors were performing. Now, they count Microsoft, Google, Cisco, Bloomingdale’s, and Diageo as clients.

The software-as-a-service startup just raised $15 million in Series A funding from private equity firm Insight Partners.

Pitch deck reveals how an AI startup that helps brands like Google and Microsoft plan their marketing raised $15 million


Data management tools

Google and Apple’s moves to clamp down on third-party cookies and the rise of online shopping have advertisers clamoring for help managing all their customer data so they can effectively market to them.

One such company is 4-year-old Amperity, which sells software that clients like Starbucks, Patagonia, and Crocs use to manage stats from sales, email, e-commerce, and loyalty card programs.

Amperity has raised $100 million in its Series D from existing investors including Tiger Global Management, Declaration Partners, and Madrona Venture Group, for a total of $187 million.

Here’s the pitch deck that helped a marketing tech startup raise $100 million at a $1 billion valuation to help brands manage their data


Out-of-home advertising platform

Outdoor advertising is coming back after being crushed during the pandemic, and adtech startup OneScreen.ai is hoping to cash in with a platform for brands to search, buy, run and measure their out-of-home ad campaigns.

OneScreen just raised $1.2 million in pre-seed funding in a round led by Florida-based fund TechFarms Capital with other investors including HubSpot cofounders Brian Halligan and Dharmesh Shah, Wayfair’s alumni fund Wayfund, Lola.com CEO Mike Volpe, and BuySellAds.com CEO Todd Garland.

See the pitch deck that Google, Hubspot and Wayfair alums used to raise $1.2 million to build the ‘Amazon of out-of-home advertising’


Consumer data-collection

Jeffrey Nicholson
Jeffrey Nicholson.

Tracer started in 2015 as a unit of Gary Vaynerchuk’s ad agency VaynerMedia that automatically collects and organize data that isn’t personally identifiable. Led by Tracer co-founder and CEO Jeffrey Nicholson, it also offers free consulting services. It started by helping VaynerMedia oversee hundreds of millions in ad buys for clients like Oreo maker Mondelez; today, clients include other ad agencies like Labelium; Condé Nast; and pharma giant Sanofi.

Tracer recently raised $9.9 million in seed funding led by big names like former Walmart and Amazon exec Marc Lore and NBA star Kevin Durant’s firm Thirty Five Ventures.

Read the pitch deck a Gary Vaynerchuk-backed data startup used to raise $10 million from investors like Walmart’s ex-ecommerce CEO


Building lifetime customers

As people do more of their shopping online, marketers are trying to get them to become repeat customers.

Former Paypal and Facebook product and data analytics manager Emad Hasan says his startup Retina helps brands like Dollar Shave Club and Madison Reed acquire and keep customers by building lookalike audiences based on companies’ order history and shopper attributes.

It just raised $8 million in Series A funding from Alpha Intelligence Capital, Vertical Venture Partners, and others.

This investor deck helped a former Facebook product manager raise $8 million to help brands boost customers’ long-term value


Data-buying tools

Nick Jordan founded 5-year-old Narrative to let advertisers buy data without the need for data brokers like Epsilon and Acxiom that can be known for not disclosing their data sources or what cut they take.

The marketing-tech firm makes money by taking a cut of data sales and through larger software as a Service (or SaaS) contracts where marketers pay monthly fees for data.

Narrative in September raised $8.5 million in a Series A funding round led by G20 Ventures and which included Glasswing Ventures and MathCapital, bringing its total funding to $14 million.

Here’s the investor deck that helped startup Narrative raise $8.5 million to help marketers buy data safely


Support for online sellers

Adtech vet Paul Palmieri joined Tradeswell as CEO based on his experience as a VC investor, where he saw dozens of DTC companies whose businesses weren’t scalable.

Tradeswell is a SaaS platform that consolidates brands’ marketing, retail, inventory, logistics, forecasting, lifetime value and financial information. Its pitch is that it gives brands insights so they know what to sell to whom, where, and at what price.

US e-commerce is set to be worth $1 trillion by 2023, according to a recent report by Insider Intelligence’s eMarketer, and Tradeswell says it can help traditional and DTC brands save millions of dollars in outsourced contracts and boost their sales.

Tradeswell recently raised $3.3 million in seed round funding from Signalfire and Construct Capital.

This investor deck helped an entrepreneur raise $3.3 million to build ‘the Bloomberg terminal’ for online sellers


Ad performance tools

BrandTotal

BrandTotal is a marketing analytics company that pitches advertisers on the premise that most digital and social media ads are now “dark,” or visible only to the people they’re targeting.

It joins other businesses that promise greater visibility into digital advertising such as Pathmatics, which measures how much brands spend on Facebook and other platforms.

BrandTotal co-founder Alon Leibovich said the company uses AI to track ads and help advertisers understand their competitors’ strategies.

This pitch has helped BrandTotal win business from big brands like L’Oréal and raise $12 million in a Series B funding round, bringing its total funding to $20 million.

Canada’s INcapital Ventures led the latest round along with Maor Investments, Glilot Capital Partners, Flint Capital, KDC Media Fund, and FJ Labs.

This investor deck helped startup BrandTotal raise $20 million to date to help advertisers like L’Oréal see how their digital ads are working


E-commerce advertising services

Brands are increasingly becoming advertising platforms, giving rise to a cottage industry of adtech companies that help marketers build their own ad businesses.

One such firm is 9-year-old adtech firm Adzerk, which is rebranding as Kevel.

EMarketer reports that e-commerce advertising will be a $17 billion market this year. Retailers like Walgreens, Walmart, and Instacart have led the charge, but Kevel sees an opportunity for other types of brands to build ad businesses of their own.

In December, Kevel raised $11 million in a Series A round led by Fulcrum Equity with Commerce Ventures, MathCapital and Food Retail Ventures also participating.

A digital ad firm just raised $11 million to help brands like United Airlines and Ticketmaster build their own ad businesses


Targeted ad tools

Mathieu Roche, CEO of ID5

Google’s and Apple’s moves to clamp down on privacy and digital-ad targeting have been a boon for startups trying to find workarounds like identity solutions.

One such firm is ID5, a European startup that helps advertisers find audiences to target and make sure people don’t repeatedly see the same ads. It makes money from licensing its ID to adtech companies for a monthly fee that ranges from $5,000 to $30,000, CEO Mathieu Roche said. The company gives away its technology to publishers to grow adoption of the ID.

ID5 closed a $6 million Series A funding round in March from Alliance Entreprendre, Progress Ventures, and 360 Capital Partners. The 4-year-old company has raised a total of $7.5 million.

Read the pitch deck that a startup used to raise $6 million to save targeted advertising


Privacy compliance help

New privacy regulations are springing up around the globe, and publishers and marketers are turning to technology companies to stay on the right side of these laws and avoid huge fines.

One of the companies capitalizing on the increased focus on data privacy is Sourcepoint. Founded by adtech vets Ben Barokas and Brian Kane, the US-based technology company has a platform that lets publishers and advertisers get legal consent from people to use their data.

Sourcepoint recently raised $17 million in additional funding, led by new investor Arrowroot Capital, bringing its total funding to $47.8 million since it launched in 2015.

The pitch deck used to raise $17 million for a startup that helps advertisers and publishers comply with privacy laws


Real-time market research

Former CEO of Publicis agency MRY and Suzy CEO Matt Britton

Agency veteran Matt Britton pitches his consumer intelligence startup Suzy as an always-on digital assistant like Siri or Alexa for marketers. It has a consumer panel that lets marketers conduct surveys and research on subjects like product development and ad effectiveness testing.

He just raised $50 million in Series D after closing a $34 million Series C last year, bringing its total raised to $100 million.

H.I.G. Growth Partners, an affiliate of H.I.G. Capital, led the round, with Rho Capital Partners, Bertelsmann Digital Media Investments, Foundry Group, and Triangle Peak Partners also participating.

See the pitch deck a market research startup that’s trying to rival Qualtrics and SurveyMonkey used to raise $50 million


Livestreaming tools for creators

Livestreaming startup Restream was founded in 2015 to help gaming content creators grow their reach by livestreaming to Twitch and YouTube at the same time.

It’s since expanded to serve musicians, politicians, influencers, publishers, non-profit organizations, and other businesses and says its goal is to democratize broadcasting. Restream said half its 2.5 million users are now non-gamers. Most of its users are nonpaying, but it sells subscriptions from $19 to $299 per month that come with features like the ability to record streams and access to more customer support.

Restream announced in August that it had raised $50 million in fresh funding from investors including Sapphire Ventures and Insight Partners.

Read the 14-slide pitch deck that helped livestreaming startup Restream raise $50 million amid the pandemic


Video streaming subscriptions

CuriosityStream is a 5-year-old streaming service founded by former Discovery Communications founder John Hendricks. It went public in fall 2020 through a reverse merger with Software Acquisition Group, a SPAC led by Jonathan Huberman, who formerly led video adtech firm Ooyala.

CuriosityStream is differentiated from other streaming services in that it focuses on factual content like documentaries and features, with more than 3,100 titles available. It reported 13 million paying subscribers buying monthly and yearly subscriptions ranging from $3 a month to $70 a year.

The deal with Software Acquisition Group gave CuriosityStream $180 million in cash.

The investor deck that CuriosityStream used to secure $180 million to take on rival video streaming services


Reaching online sports fans

overtime founder

Overtime wants to be the next ESPN, but for social media.

It started 2016 by Endeavor vets Dan Porter and Zack Weiner with a focus on high-school sports and athletes and has expanded into areas including esports.

Overtime captures game highlights through people it pays to film events and also creates original programming and events. It distributes content mainly on social platforms like YouTube, Instagram, and TikTok.

Its core business is making money from ads, sponsorships, and merchandise, and projects making $200 million in annual revenue by 2024.

It recently raised $80 million from investors including Amazon founder Jeff Bezos, rapper Drake, and Reddit cofounder Alexis Ohanian, The Wall Street Journal recently reported.

Leaked pitch deck shows how sports-media startup Overtime plans to reach $200 million in revenue by 2024

Read the original article on Business Insider

Seeking nominations for the executives who are leading the marketing tech industry

Shopify employee works at company headquarters in Ottawa

Insider is looking to identify the most important marketing-tech executives to know.

We will publish our third annual list of martech leaders this fall and need your help finding leaders solving big problems. Maybe they’re helping firms crunching reams of data, or their startups are battling the cloud giants, or they’re winning big enterprise deals with brands.

Click here to see last year’s list: Meet 20 execs at companies like Salesforce and Foursquare who are shaping the future of marketing tech

Please submit your nominations here by August 14. We will not be accepting acceptions after that date, and we will publish the list in late August.

What we’re looking for

We’re looking to identify a diverse group of people with different ranks and roles, from a mix of companies shaking up industries like retail, TV, and technology.

We’ll consider company revenue, headcount and funding as well as interesting business models and the size of the problem that a firm is trying to solve.

Nominations for leaders should include the executive’s title, role, responsibilities, and examples of the company’s performance in the marketing industry, with as many quantitative results as possible. We’re particularly interested in people with non-CEO roles that have been instrumental in leading change.

This list is specific to marketing-tech companies and separate from an annual list Business Insider will publish later this year of the hottest adtech companies of 2021.

Read the original article on Business Insider

14 pitch decks that startups looking to disrupt media and advertising used to raise millions

Restream founders
Restream cofounders Andrew Surzynskyi and Alex Khuda.

  • Investors are pouring money into advertising, media, and marketing startups.
  • They’re trying to capitalize on changing consumer habits and marketers’ need to ensure their ads are working.
  • Check out these pitch decks to see how these startups pitched their visions to VCs and other investors.
  • See more stories on Insider’s business page.

Investors are pouring money into startups that are trying to disrupt advertising, media, and marketing.

Insider has been tracking these startups that are using tech to capitalize on changing consumer media habits and marketers’ desire to reach new audiences and ensure their ads are working.

Check out these pitch decks that they’ve used to sell their vision and raise millions from PE and VC investors.

They range from tools that measure digital ad performance to platforms for people seeking out online entertainment.


Data management tools

Google and Apple’s moves to clamp down on third-party cookies and the rise of online shopping have advertisers clamoring for help managing all their customer data so they can effectively market to them.

One such company is 4-year-old Amperity, which sells software that clients like Starbucks, Patagonia, and Crocs use to manage stats from sales, email, e-commerce, and loyalty card programs.

Amperity has raised $100 million in its Series D from existing investors including Tiger Global Management, Declaration Partners, and Madrona Venture Group, for a total of $187 million.

Here’s the pitch deck that helped a marketing tech startup raise $100 million at a $1 billion valuation to help brands manage their data


Out-of-home advertising platform

Outdoor advertising is coming back after being crushed during the pandemic, and adtech startup OneScreen.ai is hoping to cash in with a platform for brands to search, buy, run and measure their out-of-home ad campaigns.

OneScreen just raised $1.2 million in pre-seed funding in a round led by Florida-based fund TechFarms Capital with other investors including HubSpot cofounders Brian Halligan and Dharmesh Shah, Wayfair’s alumni fund Wayfund, Lola.com CEO Mike Volpe, and BuySellAds.com CEO Todd Garland.

See the pitch deck that Google, Hubspot and Wayfair alums used to raise $1.2 million to build the ‘Amazon of out-of-home advertising’


Consumer data-collection

Jeffrey Nicholson
Jeffrey Nicholson.

Tracer started in 2015 as a unit of Gary Vaynerchuk’s ad agency VaynerMedia that automatically collects and organize data that isn’t personally identifiable. Led by Tracer co-founder and CEO Jeffrey Nicholson, it also offers free consulting services. It started by helping VaynerMedia oversee hundreds of millions in ad buys for clients like Oreo maker Mondelez; today, clients include other ad agencies like Labelium; Condé Nast; and pharma giant Sanofi.

Tracer recently raised $9.9 million in seed funding led by big names like former Walmart and Amazon exec Marc Lore and NBA star Kevin Durant’s firm Thirty Five Ventures.

Read the pitch deck a Gary Vaynerchuk-backed data startup used to raise $10 million from investors like Walmart’s ex-ecommerce CEO


Building lifetime customers

As people do more of their shopping online, marketers are trying to get them to become repeat customers.

Former Paypal and Facebook product and data analytics manager Emad Hasan says his startup Retina helps brands like Dollar Shave Club and Madison Reed acquire and keep customers by building lookalike audiences based on companies’ order history and shopper attributes.

It just raised $8 million in Series A funding from Alpha Intelligence Capital, Vertical Venture Partners, and others.

This investor deck helped a former Facebook product manager raise $8 million to help brands boost customers’ long-term value


Data-buying tools

Nick Jordan founded 5-year-old Narrative to let advertisers buy data without the need for data brokers like Epsilon and Acxiom that can be known for not disclosing their data sources or what cut they take.

The marketing-tech firm makes money by taking a cut of data sales and through larger software as a Service (or SaaS) contracts where marketers pay monthly fees for data.

Narrative in September raised $8.5 million in a Series A funding round led by G20 Ventures and which included Glasswing Ventures and MathCapital, bringing its total funding to $14 million.

Here’s the investor deck that helped startup Narrative raise $8.5 million to help marketers buy data safely


Support for online sellers

Adtech vet Paul Palmieri joined Tradeswell as CEO based on his experience as a VC investor, where he saw dozens of DTC companies whose businesses weren’t scalable.

Tradeswell is a SaaS platform that consolidates brands’ marketing, retail, inventory, logistics, forecasting, lifetime value and financial information. Its pitch is that it gives brands insights so they know what to sell to whom, where, and at what price.

US e-commerce is set to be worth $1 trillion by 2023, according to a recent report by Insider Intelligence’s eMarketer, and Tradeswell says it can help traditional and DTC brands save millions of dollars in outsourced contracts and boost their sales.

Tradeswell recently raised $3.3 million in seed round funding from Signalfire and Construct Capital.

This investor deck helped an entrepreneur raise $3.3 million to build ‘the Bloomberg terminal’ for online sellers


Ad performance tools

BrandTotal

BrandTotal is a marketing analytics company that pitches advertisers on the premise that most digital and social media ads are now “dark,” or visible only to the people they’re targeting.

It joins other businesses that promise greater visibility into digital advertising such as Pathmatics, which measures how much brands spend on Facebook and other platforms.

BrandTotal co-founder Alon Leibovich said the company uses AI to track ads and help advertisers understand their competitors’ strategies.

This pitch has helped BrandTotal win business from big brands like L’Oréal and raise $12 million in a Series B funding round, bringing its total funding to $20 million.

Canada’s INcapital Ventures led the latest round along with Maor Investments, Glilot Capital Partners, Flint Capital, KDC Media Fund, and FJ Labs.

This investor deck helped startup BrandTotal raise $20 million to date to help advertisers like L’Oréal see how their digital ads are working


E-commerce advertising services

Brands are increasingly becoming advertising platforms, giving rise to a cottage industry of adtech companies that help marketers build their own ad businesses.

One such firm is 9-year-old adtech firm Adzerk, which is rebranding as Kevel.

EMarketer reports that e-commerce advertising will be a $17 billion market this year. Retailers like Walgreens, Walmart, and Instacart have led the charge, but Kevel sees an opportunity for other types of brands to build ad businesses of their own.

In December, Kevel raised $11 million in a Series A round led by Fulcrum Equity with Commerce Ventures, MathCapital and Food Retail Ventures also participating.

A digital ad firm just raised $11 million to help brands like United Airlines and Ticketmaster build their own ad businesses


Targeted ad tools

Mathieu Roche, CEO of ID5

Google’s and Apple’s moves to clamp down on privacy and digital-ad targeting have been a boon for startups trying to find workarounds like identity solutions.

One such firm is ID5, a European startup that helps advertisers find audiences to target and make sure people don’t repeatedly see the same ads. It makes money from licensing its ID to adtech companies for a monthly fee that ranges from $5,000 to $30,000, CEO Mathieu Roche said. The company gives away its technology to publishers to grow adoption of the ID.

ID5 closed a $6 million Series A funding round in March from Alliance Entreprendre, Progress Ventures, and 360 Capital Partners. The 4-year-old company has raised a total of $7.5 million.

Read the pitch deck that a startup used to raise $6 million to save targeted advertising


Privacy compliance help

New privacy regulations are springing up around the globe, and publishers and marketers are turning to technology companies to stay on the right side of these laws and avoid huge fines.

One of the companies capitalizing on the increased focus on data privacy is Sourcepoint. Founded by adtech vets Ben Barokas and Brian Kane, the US-based technology company has a platform that lets publishers and advertisers get legal consent from people to use their data.

Sourcepoint recently raised $17 million in additional funding, led by new investor Arrowroot Capital, bringing its total funding to $47.8 million since it launched in 2015.

The pitch deck used to raise $17 million for a startup that helps advertisers and publishers comply with privacy laws


Real-time market research

Former CEO of Publicis agency MRY and Suzy CEO Matt Britton

Agency veteran Matt Britton pitches his consumer intelligence startup Suzy as an always-on digital assistant like Siri or Alexa for marketers. It has a panel of 1 million US consumers that lets marketers conduct surveys and research on subjects like product development and ad effectiveness testing.

He closed a $34 million Series C round last year, bringing its total raised to $46 million.

Rho Ventures, Bertelsmann Digital Media Investments, Triangle Peak Partners, and Foundry Group participated in the Series C round in March ($18 million) and September ($16 million).

An agency vet used this pitch deck to sell what he called the ‘Siri for marketers,’ landing clients including Johnson & Johnson and Chipotle


Livestreaming tools for creators

Livestreaming startup Restream was founded in 2015 to help gaming content creators grow their reach by livestreaming to Twitch and YouTube at the same time.

It’s since expanded to serve musicians, politicians, influencers, publishers, non-profit organizations, and other businesses and says its goal is to democratize broadcasting. Restream said half its 2.5 million users are now non-gamers. Most of its users are nonpaying, but it sells subscriptions from $19 to $299 per month that come with features like the ability to record streams and access to more customer support.

Restream announced in August that it had raised $50 million in fresh funding from investors including Sapphire Ventures and Insight Partners.

Read the 14-slide pitch deck that helped livestreaming startup Restream raise $50 million amid the pandemic


Video streaming subscriptions

CuriosityStream is a 5-year-old streaming service founded by former Discovery Communications founder John Hendricks. It went public in fall 2020 through a reverse merger with Software Acquisition Group, a SPAC led by Jonathan Huberman, who formerly led video adtech firm Ooyala.

CuriosityStream is differentiated from other streaming services in that it focuses on factual content like documentaries and features, with more than 3,100 titles available. It reported 13 million paying subscribers buying monthly and yearly subscriptions ranging from $3 a month to $70 a year.

The deal with Software Acquisition Group gave CuriosityStream $180 million in cash.

The investor deck that CuriosityStream used to secure $180 million to take on rival video streaming services


Reaching online sports fans

overtime founder

Overtime wants to be the next ESPN, but for social media.

It started 2016 by Endeavor vets Dan Porter and Zack Weiner with a focus on high-school sports and athletes and has expanded into areas including esports.

Overtime captures game highlights through people it pays to film events and also creates original programming and events. It distributes content mainly on social platforms like YouTube, Instagram, and TikTok.

Its core business is making money from ads, sponsorships, and merchandise, and projects making $200 million in annual revenue by 2024.

It recently raised $80 million from investors including Amazon founder Jeff Bezos, rapper Drake, and Reddit cofounder Alexis Ohanian, The Wall Street Journal recently reported.

Leaked pitch deck shows how sports-media startup Overtime plans to reach $200 million in revenue by 2024

Read the original article on Business Insider

Break Free B2B Marketing: Tim Crawford of AVOA on The New Normal

Break Free B2B Marketing Tim Crawford

Break Free B2B Marketing Tim Crawford

Just what is a B2B influencer, and what do they actually look like?

In our new third season of Break Free B2B Marketing video interviews we’re having in-depth conversations with an impressive array of top B2B influencers, exploring the important issues that each expert is influential about.

Successful B2B influencers have a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has carefully outlined in “5 Key Traits of the Best B2B Influencers.”

Ticking all of those boxes is Tim Crawford, CIO strategic advisor at AVOA, who we’re thrilled to be profiling today.

One way for B2B marketers to break free is by looking at what successful C-Level executives are doing and thinking. This is especially true in the middle of an unprecedented year, where what is “normal” for any business owner or leader is almost constantly changing.

Tim Crawford has a unique insight into the minds of C-Level executives. He’s gained this both by spending over a decade both being a CIO himself and spending nearly as much time working as a professional consultant. Frequently being quoted in publications like the Wall Street Journal and Forbes while hosting popular podcasts like CIO in the Know and CxO in the Know are just a few of Tim’s credentials when it comes to addressing the executive suite.

In case you didn’t already know, a CIO, also known as a company’s Chief Intelligence Officer, is the person in charge of its IT (information technology) department. Tim Crawford was invited to be one of the expert speakers during Season 3 of the Break Free B2B Marketing interview series because of his vast experience surrounding CIOs.

This expertise is especially relevant right now as the world’s workforce is changing as a result of the Covid-19 pandemic. How do you safely manage a secure remote workforce? How do you approach the “new normal” and how do you speak to those looking for assistance within this dynamic landscape? These questions, and more, will be answered during today’s hour-long interview between Tim and TopRank’s own president and co-founder Susan Misukanis.

Break Free B2B Interview with Tim Crawford

If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

  • 1:53 – Tim’s New Normal
  • 3:40 – Unexpected gains for CXO’s in the last three to six months
  • 5:28 – Faulty plans
  • 5:46 – Tim talks about what he calls the “virus crisis”
  • 7:45 – How the workforce adjusts to working from home
  • 10:17 – Diversifying supply chains
  • 12:04 – Defending against phishing
    14:59 – Protecting privacy for corporations and WFH employees
  • 17:10 – How do CIOs deal with the new habits required for at-home workers?
  • 18:16 – Working from home distractions
  • 21:20 – CIOS partnering with HR
  • 24:06 – IT and critical thinking
  • 26:04 – It’s okay to schedule time to think
  • 27:50 – How do businesses work through uncertainty
  • 31:46 – Pandemic preparedness
  • 33:26 – How to go back or move forward with office culture post-crisis
  • 38:15 – How would you counsel CIOs who are “holding” right now?
  • 43:57 – Tim’s approach to engaging in B2B partnerships
  • 52:41 – The differences between B2B and B2C influencers and partnerships
  • 56:30 – Tim’s last piece of advice

Susan: We’ve talked about security, privacy, supply chain, human capital management, and economic impact. Is there another category that we didn’t cover and should, because this is an issue and you’re dealing with in the CXO community and counseling about that?

Tim: There is a lot of what we do, especially in I.T., is based on a process, right — you mentioned it earlier. People process technology. It’s a guideline that’s been used for several decades. The challenge is that I.T. — to a large degree — has lost a critical component over the decades. We’ve gotten so focused on things like best practices and so focused on processes that we have actually lost a lot of the ability to do critical thinking. Case in point: think about work from home.

When you have a support organization that is used to supporting corporate networks, it’s usually well defined. You know the technologies that are usually in play, you know the equipment that the user is going to be connecting from. There might be some other variables in the mix, but for the most part there are known quantities.

When you get to work from home, it’s all over the map. You have no idea what you’re walking into. How is the connectivity, which Wi-Fi technology are they using? Is it broadband? Is it DSL? Is it something else? You just don’t know what technology, or are they using a Mac now when they’re accustomed to a Windows system? Are they using a nonstandard system that doesn’t have a corporate image on it? And what other things are running on that system? And do you have kids that are also using that system and might be downloading things on it? Do you have a lot more variables that come into play? So it’s probably important now more than ever.

It’s been true before, but it’s now more than ever important that we start to think about critical thinking. You have to logically kind of walk through a process and think about how all of these other aspects come into play. And that’s not something that we have been teaching our I.T. teams. And frankly, this is not something that we’ve seen in the entire ecosystem, is this critical thinking. But more-so going forward, we will have to rely on that, because as things change, once we get past the virus crisis, once we start to escape the economic crisis. Critical thinking will be far more important. And we see that in the social impact. I mean, we can see it in our everyday lives, whether it’s around racial injustices, the way people are treated, the social impact, the sustainability of organizations, all of these are going to require critical thinking much more than we have in the past.

[bctt tweet=”“In our everyday lives, whether it’s around racial injustices, the way people are treated, social impact or the sustainability of organizations, all are going to require critical thinking much more than we have in the past.” @tcrawford” username=”toprank”]

Susan: You see this industry kind of rallying around that critical thinking need? And, you know, services and so forth, opening up new industries, opening up, or gosh, “This is Tim and x and a few executives.” And you’re planting the seeds.

Tim: Yeah, unfortunately, I wish it was the former. But today it’s the latter. We are just planting the seeds and frankly hoping that they germinate. I think they will for a number of different reasons this time more than in past years and past events that we’ve experienced. But the reality is that most people are still kind of fighting through the virus crisis and all the impact that comes from it. Here in California, we went from one shutdown to opening things up and now we’re back in the last couple of days here to another shutdown. So you know, it’s how do you work through that from a business standpoint — and forget about B2C — that’s even more complicated.

But from a B2B standpoint, it’s just as complicated. So we have to think beyond that once we get past the virus crisis. And I have a whole separate range of discussion we could go into, but around the virus crisis, the economic crisis, and the social impact. At the end of the day, all of this is based off of uncertainty around the virus. Once we get certainty around the virus, that will have a dramatic impact on choices. We make things we do. It will also start to impact the economic crisis that we’re all feeling. And it will start to create clarity around the social impact long term. The virus certainty is what we absolutely need to be focused on. And whatever we can do to drive toward that from there, then we can get into these other aspects.

As we start to think about how we come out of this at the end, assuming that you do, you are one of the lucky ones that do come out at the end, because let’s face it, there are a lot of businesses that will not survive the next six months as we get through the virus crisis, because the reality is we won’t see a vaccine in mass, at least here in the U.S., for at least six to nine months.

I was interviewed by the Wall Street Journal recently, and one of the questions that came to me was when do we start to get back to that rebuilding process? And this is a discussion that took place a couple weeks ago. But at that point in time, I said Q3 of 2021. Now, this is before we had hit Q3 of 2020. And everybody on the call kind of like went, “that far out?!” I’m like, let me play it out for you. And I walked through my thinking around it and they all came around and realized that, OK, I understand how this kind of plays out. So I think we have to hunker down and be in it for quite a while longer here and just be realistic about it. But once we start to get in that mode, we’ll start to get more innovative, too.

[bctt tweet=”“I think we have to hunker down and be in it for quite a while longer here and just be realistic about it. Once we start to get in that mode, we’ll start to get more innovative.” @tcrawford” username=”toprank”]

Keep your eye on the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Also check out episodes from season 1 and season 2.

Take your B2B marketing to new heights by checking out out previous season 3 episodes of Break Free B2B Marketing:

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