MarTech360 Interview with Filippo Percario, Director of Global Partnerships at Mitto

“Our objective is to grow together and this means we will integrate the tools needed and build the customized solutions our partners deserve.”

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

Essentially, I have over a decade of experience in omnichannel messaging and telecommunications, where I have been focused on enabling SMS, voice, and chat connectivity for clients all over the world.

My experience in helping to deliver these capabilities led me to where I am today, where I oversee Mitto’s Partnership Program. In this capacity, my objective is to make business-to-consumer messaging accessible to all brands and enterprises–regardless of their size, where their customers are located, or what tools they are using–through easy installation via their trusted service partners, or directly through our specialized platform at Mitto. This specialized platform is what differentiates Mitto as it is like no other out there in terms of ensuring quality and speed of message delivery, at an optimized cost.

In what ways do Mitto’s solutions simplify and enhance the entire process of executing marketing campaigns, including the steps of selecting target customers, crafting and personalizing messages, scheduling or sending the campaign, and tracking its performance?

We make it easy by meeting our customers where they are – meaning, we provide enablement of SMS, WhatsApp, Viber and other channels for marketing campaigns through the CRMs Marketing professionals are already using (HubSpot, Zoho, and more). In just a few clicks, Marketers can connect their CRMs to our messaging platform and start sending campaigns. Even in cases where CRMs are not already being leveraged, we can enable this through an in-house tool (Campaign Manager) that literally has users up and running with personalized messaging, mass promotions, and more in just a few minutes.

Also Read: MarTech360 Interview with Carl Ronander, VP Brand & Communication at Funnel

Filippo, as the Director of Global Partnerships at Mitto, how do you approach building and maintaining successful international partnerships in a rapidly evolving digital landscape? What strategies do you find most effective in aligning global partners with Mitto’s vision and goals?

Again, I find success here comes from meeting my customers where they are. We work together to identify goals and objectives and then connect the tools, solutions, training and enablement necessary to succeed.  Mitto’s goals are those of our partners. Our objective is to grow together and this means we will integrate the tools needed and build the customized solutions our partners deserve.

Can you talk more about the new Mitto omnichannel app, integrated with Zoho CRM? How doe it enhance the communication experience for Zoho users? What are some key features of this innovative tool?

Well we are really excited about this app. Savvy marketers already know about the many benefits of using Zoho CRM. Now, through this new app, we have made it easy for Zoho CRM users to connect to Mitto’s messaging platform and leverage SMS, WhatsApp and Viber for their customer communications – across Marketing, Support, and more. We are actively working with our partners (the trusted integrators of Zoho CRM for brands across the globe) to ensure access to this new tool so all can benefit from the power of these customer engagement channels.

I invite all Zoho CRM partners to join us for a live webinar on September 26th to learn more about this new solution. You can sign up at [Mitto.ch/Zohoapp.]

What sets the new Mitto for Zoho CRM App apart from competitors or other similar tools in the market?

The fact that it is connected to Mitto’s messaging platform. Mitto has built a routing and delivery platform that is trusted by the largest brands in the world (successfully sending billions of messages around the globe) and through apps like this one for Zoho CRM, companies of all shapes and sizes can now leverage this solution. No one needs to settle for a less powerful messaging tool – literally anyone can now connect to a platform built for giants, but with usability for all.

What were the key factors that led to Mitto being recognized as a leader in the Communications Platform as a Service (CPaaS) market for 2024, and how do you see the CPaaS landscape evolving over the next few years?

Mitto is recognized by communications analysts year after year because of our high level of performance – in all markets. We are not just a messaging player in a market of providers; we are an essential piece of an overall ecosystem of messaging. We can support any use case, any volume, and any regional need.

In terms of how the CPaaS landscape will evolve… I see more and more connectivity through CRMs like Zoho, enabling more and more businesses to leverage omnichannel messaging.

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

I love to read historical books that mix with art. The one I’m currently reading and I’d recommend is Oil & Marble which is about two Renaissance masters: Leonardo and  Michelangelo.

Thanks Filippo!