Our “Highlight on the skilled” sequence digs deeper into the tales of our skilled contributors. This interview has been edited for readability and size.
Stanley Black & Decker is a very iconic model, round for greater than 180 years, with a world market and its title virtually synonymous with energy instruments. For greater than six years, MarTech contributor Ana Mourão has been a frontrunner in digital engagement, knowledge structure, CRM and CDP on the model. She is presently international buyer CRM senior supervisor and CDP advisor.
Q: You studied in São Paulo. Is that the place you might be from?
A: Sure, I’m Brazilian, right.
Q: You probably did a bachelor’s in economics after which — vogue advertising?
A: I by no means actually appreciated economics in itself. I like extra the communication and the information a part of it, so I ended up being actually enthusiastic about digital advertising as a result of it actually had numerous knowledge you would leverage. That basically piqued my curiosity. Once I was ending up faculty I had the chance to do an internship at a undertaking that was funded by the Brazilian authorities. Its goal was to extend the exportation of Brazilian software program to the U.S., Europe and Asia. That they had an workplace right here in South Florida so I had the chance to return and work in digital advertising, in order that’s how I received began. I ended up assembly my husband right here and staying and growing my profession.
As a result of I liked the information a part of digital advertising a lot, I ended up going in direction of advertising expertise, CRM and buyer knowledge. That’s it in a nutshell.
Q: Though you’ve spent most of your profession in Florida, you additionally labored as a digital advertising supervisor at 3M in Brazil for a while.
A: Sure, I stayed 13 years right here; labored for Charles Schwab, Starwood Motels and Resorts (now a part of Marriott). I had my daughter right here. Then we moved again to Brazil and spent 5 years in Brazil in order that she may very well be nearer to household and grandparents. Whereas we have been in Brazil, I labored for 3M. My function there was digital advertising and ecommerce, despite the fact that the ecommerce piece was a really restricted presence as a result of 3M is a B2B firm — however that they had some merchandise that have been extra geared to the tip consumer that we might have in our little Brazilian ecommerce retailer.
Q: And simply earlier than that, a while at Univision, the main U.S. Hispanic tv community?
A: Sure, proper after I left Starwood and earlier than returning to Brazil.
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Q: How did you come to affix Stanley Black & Decker?
A: I joined them six years in the past and I joined what they used to name “international rising markets,” together with Latin America, Asia, Center East and Africa. Although Stanley Black & Decker may be very a lot a B2B firm, it understands that it could actually generate demand on behalf of its distributors and retailers. As a way to try this, we have to know the tip consumer who goes into the Dwelling Depots, or wherever, and buys our instruments. That was the trouble I used to be employed to do, so we put in place a advertising expertise stack to make it possible for our totally different groups in several markets might have entry to their piece of the database (and solely their piece) in order that they may leverage digital activation.
All that was put in place first; after we began accumulating the information, we introduced the CDP to the middle of the advertising expertise stack. We’re now bringing the massive areas into the CDP; we’ve introduced North America, and this yr we’re going to carry Europe.
Q: So Stanley Black & Decker isn’t direct-to-consumer. You’re promoting to distributors or retailers, however that doesn’t imply you may’t have advertising initiatives directed at stimulating demand amongst shoppers.
A: That’s precisely the purpose. We can’t solely perceive finish customers, but additionally faucet into them to do product innovation. We work intently with our buyer insights group and different business groups inside Stanley Black & Decker.
Q: The CDP, then, collects knowledge about shoppers moderately than the companies you’re promoting to?
A: Sure. We realized we needed to have this knowledge over time; we needed to have a 360-degree view of the information. As a way to have this view over time, the CDP was the only option.
Q: Many companies use a CDP to attempt to activate messages for purchasers, nearly in actual time. However out of your perspective, you’re extra within the buyer’s conduct over a time period. You’re not attempting to succeed in them instantly.
A: Precisely. For probably the most half, our use circumstances are extra about figuring out that an finish consumer is basically enthusiastic about woodworking after which matching that curiosity with our content material. It’s extra helpful for us to have that data, unified, after which serve that customization to you than it’s for real-time use circumstances — I do know that matches in numerous different firms, but it surely’s not consultant of our use circumstances.
Q: Are you, then, creating content material to ship to the purchasers?
A: Sure. That is one thing else that will differentiate us from different firms. We work very intently with enterprise stakeholders to develop our knowledge template. At any time when we have now dialogue about accumulating knowledge for a brand new knowledge area, we ask ourselves, “Do we have now content material towards it?” In the event you inform me you’re a woodworker, do I’ve content material to serve you as a woodworker? In any other case, why would I accumulate this knowledge level? All the things we accumulate, we wish to make certain we have now content material or are on monitor to develop content material.
Q: What are the opposite vital components of your martech stack?
A: Along with the CDP, Treasure Information, we have now the omnichannel platform, Iterable. These are the 2 fundamental items. Along with that, we have now a platform to leverage touchdown pages.
Q: What catches your eye most in advertising expertise in the present day?
A: Ensuring that firms match advertising expertise to the processes as a result of I believe that is typically disconnected, particularly as a result of the enterprise customers assume expertise will clear up all the things (it gained’t) and IT thinks the enterprise customers don’t know what they need. That’s one thing I’ve been writing for MarTech — that the utilization of selling expertise is lowering over time, which is loopy. Now you’ve gotten smaller groups and smaller budgets and an expectation that the output goes to stay the identical or enhance.
How to do this, in my expertise, is to handle the advertising expertise with the processes in a manner that it could actually enhance the processes.
Q: What pursuits do you’ve gotten outdoors of selling expertise?
A: I like images. I used to have my very own lab and all the things. I additionally like baking. Candy treats.
Q: And do you get again to Brazil typically?
A: Sure, each year-and-a-half to 2 years to see household; they usually come to go to as properly.
Gasoline in your advertising technique.
