MarTech360 Interview With Jasmin Guthmann, Head of Corporate Communication At Contentstack

“To optimize your customer connection approach, it’s important to create detailed customer personas, define a clear Unique Value Proposition (UVP), and tailor messaging to address specific pain points and how your product provides solutions.”

What strategies and tactics have you employed to successfully scale companies, drive revenue, and build high-performing marketing teams in your extensive career, specifically within the realm of high-growth, global SaaS/Cloud enterprise software companies like Contentstack?

Throughout my career, I’ve found the following strategies all simultaneously play an important role in the success of a high-growth company like Contentstack. I’ve been able to help establish a strong brand presence through thought leadership initiatives to position the company as an authoritative voice in the SaaS/Cloud enterprise, assemble high-performing marketing teams via strong recruitment initiatives, and emphasize a positive work culture– which has proved pivotal in boosting employee satisfaction and retention.

When it comes to marketing, allowing data to drive decision-making has allowed us to optimize campaigns and tailor efforts based on what our customers need. This also relates to our customer-centric approach and implementing customer feedback loops to improve product features and user experience continuously. I’ve also been able to implement scalable lead generation processes, combining inbound and outbound marketing strategies while integrating automation tools for efficiency. And in terms of global market expansion, creating flexible strategies for different markets and strong partnerships has created many opportunities to enhance market reach and penetration.

What are the main benefits of adopting a composable content strategy for modern businesses, and how does it differ from traditional content strategies?

Adopting a composable content strategy allows modern businesses to customize their martech stack whereas traditional monolithic systems are rigid, expensive, hard to use and most importantly, don’t allow businesses the ability to be flexible and scalable to respond to ever-evolving customer and market demands. By going composable, business and tech teams spend less time on processes and have more time to be creative and produce content across multiple platforms at the speed of their imagination.

Jasmin, can you tell us about your professional background and your current role at Contentstack. Also tell us how does Contentstack differentiates itself from other companies in the same space?

Sure! I have more than 10 years of experience in the marketing space working at companies like Valtech and BlackRock before embarking on my journey at Contentstack where I serve as the Head of Corporate Communications. I am also an Executive Board Member of the MACH Alliance, an organization co-founded by Contentstack that empowers brands to adopt best-of-breed technology ecosystems.

Contentstack is different from other competitors because our technology is fully composable which allows marketers to create their own stack of technology tools based on their unique and individual needs. We also created the industry’s first no-code Automation Hub which allows all of your marketing technologies to work seamlessly and automated, saving you a lot of time and hassle, and significantly reducing human errors. And last but not least, we have an incredible innovation velocity and release over 350 product updates annually. Notably, 50% of our new features come directly from customer requests, giving them a say in Contentstack’s future impact on their business. To put it in a nutshell: Contentstack Cares. About its customers, its employees, and the future of technology. An unbeatable mix.

Also Read: MarTech360 Interview With Dmytro Kudrenko, CEO At Stripo

What features and benefits does Contentstack’s Headless CMS offer to creative professionals and developers, and how does it enable the creation of composable digital experiences at scale and dependability for global brands?

Our pioneering headless CMS empowers creative professionals and modern developers to deliver composable digital experiences at uncompromising scale and dependability. Our product is built to stand up to the most demanding customer conditions, is highly flexible and agile allowing content managers to create digital experiences up to 10x faster, and last but certainly not least, is fully composable which allows users to maximize and customize their tech stack to drive their unique business goals forward.

Because Contentstack’s headless CMS is flexible and scalable, it can grow with an organization as the organization itself grows. Customers can scale their tech stack to accommodate new and evolving needs while ensuring that personalized digital experiences aren’t interrupted along the way. And it doesn’t stop there. Contentstack is not just a Headless CMS, it is the pioneer in composable Digital Experience Platforms. We enable our customers to move at the speed of their imagination, with Contentstack’s headless CMS as the hub, Automation Hub as the connective tissue, and because of the API-first nature of the product, a virtually unlimited amount of spokes for you to attach – even your toaster oven, if it has an API and you so choose.

Jasmin, can you tell how can we optimize our approach to connect with our target customers effectively, ensuring they see the unique value in our product/service, while taking into account the competitive landscape and prevailing market trends?

To optimize your customer connection approach, it’s important to create detailed customer personas, define a clear Unique Value Proposition (UVP), and tailor messaging to address specific pain points and how your product provides solutions. It’s also beneficial to employ a multi-channel strategy where you can utilize diverse marketing channels to effectively reach your audience. Don’t forget, it’s key to build credibility which can be done through real-world success stories from customer testimonials and case studies.

Can you tell how do you approach content marketing and the creation of valuable, engaging content to effectively connect with your target audience?

In content marketing, I adhere to a “less is more” philosophy. Focus on quality over quantity, delivering concise and valuable content. Prioritize audience needs, addressing pain points succinctly. Use compelling visuals to enhance engagement. Regularly assess performance metrics to refine and optimize. This approach ensures a meaningful connection with the target audience, capturing attention without overwhelming them.

What advice do you have for other marketing leaders who are looking to drive growth for their brand?

For those looking to drive growth for their brand, the best advice I can give is always to ensure your efforts align with your CFO’s goals, demand generation, and garnering a strong ROI that has been agreed to by all parties. This step is crucial to avoid ugly conversations later. Another tip for marketing leaders is to truly become just that—a leader within their market. Get to know your market inside out and take charge of it while also becoming well-versed in what the competition is up to. It’s also extremely important to establish close connections with your customers and get to know them on a deep level, so you can market your product from a more authentic point of view.

What is the biggest problem you or your team is solving this year?

Brands find themselves in the toughest conditions this year and in the future. To keep up with the ever-evolving market and growing customer demands and expectations, they need to work hard to stay relevant and delight their customers. Contentstack helps with Agile Content Management, Personalization at Scale, Multi-Channel consistency, and Rapid Adaptation. That’s what we’re working on tirelessly this year.

Is there anything that you’re currently reading, or any favorite books, that you’d recommend?

My all-time favorite book is Atomic Habits by James Clear. A transformative guide to mastering the tiny behaviors that shape our lives. Clear’s insights reveal the profound impact of small habits, offering practical strategies to build positive routines. With compelling anecdotes and actionable steps, this book unlocks the power of incremental change, making it a must-read for anyone seeking lasting personal and professional growth.

Thanks, Jasmin!