“Every aspect of a marketing strategy, from campaign design and content creation to customer retention, benefits when systems are connected and working together.”
Hi, Jill, can you tell us something about your professional journey? How has it been so far?
Where do I start? I’ve always known that marketing was the path for me. So I earned a degree in global marketing from Penn State and then dove into marketing right out of the gate. One of the most fascinating phases of my career came early on. Corporate websites were just becoming commonplace and I was forced to teach myself how to write HTML to build a website. I realized that digital was going to be a wave of the future for marketing, so I quickly began building my expertise in as many digital marketing realms as I could – from email marketing to advertising to paid media to branding.
My focus on leveraging digital marketing to drive visibility quickly and efficiently took me to companies of all sizes and in multiple industries. But my major successes (and what I get really excited about) have been working with midsize, fast-growing companies that really have an opportunity to shake up their spaces.
Tell us about your role at Jitterbit.
I joined Jitterbit a little over a year ago as CMO to take a pivotal seat in the company’s next stage of growth. Jitterbit is growing fast across four core markets – North America, EMEA, APAC, and Latin America. The pace is quick, and I’m having fun leading the global team to speed up momentum and build the foundation of our future as a leader in hyperautomation. I have implemented a mix of ABM, multi-channel marketing, and demand generation strategies since starting, and the uptick in momentum has been tremendous.
Also Read: MarTech360 Interview With Jennifer Flanagan, VP Marketing, Adtaxi
What sets Jitterbit apart from the competition?
Jitterbit empowers *anyone* to transform their business and accelerate growth through hyperautomation. No deep tech expertise necessary.
As the leading data, application, and process workflow automation solution, the company leverages the integration-as-a-platform (iPaaS) technology and is fueled by an ambitious hyperautomation vision. We integrate critical business processes to deliver experiences and insights so enterprises of all sizes can accelerate their digital journey and future-proof their business.
What makes Jitterbit stand out in the market is that we not only deliver exceptional technology but our service and expertise is world-renowned. It’s what helps us meet and support customers wherever they are in their digital journey.
How, according to you, has Marketing Automation impacted the entire B2B marketing landscape?
It’s simple. B2B marketing is what it is today because of the advances we’ve all seen in marketing automation. From mapping the buyer lifecycle and understanding what those touchpoints are, to understanding the channels of engagement, to set the tone, the value prop, the culture, and the outcomes – all of those elements are amplified through marketing automation tools and channels. To start out of the gate, the same foundational principles of marketing hold true whether you leverage marketing automation or not – so it’s imperative that we get the buyers’ needs, wants, challenges, and concerns right from the get-go.
Marketing automation has increased reach exponentially, which helps reach more people faster and, in turn, gets us faster feedback. That way we’re better equipped to adjust or pivot quickly on top of the funnel stages. By the time we get to the buying stage, marketing automation helps our sales and marketing teams quickly and efficiently restate the values, tone, and expectations to the buyers. Once the buyer becomes a customer, marketing automation should also be a key part of the internal onboarding and implementation processes, to carry the messaging through every touch point.
What are API Integrations? and how is it beneficial in marketing?
Organizations looking to transform and accelerate their business must unlock the value of their existing IT systems, compose value-added applications, and rapidly open new revenue channels. To do this, they need a way to create, expose, and consume APIs from existing investments and integrations. Integration platforms understand enterprise data and have secure access to on-premise, SaaS, and cloud apps. A modern integration platform that combines two sides of the same coin—integration, and APIs—can help enterprises create APIs from existing connections, enabling them to unleash the power of their systems, amplify SaaS and cloud applications, and even infuse artificial intelligence into all business processes and decision-making.
By using a single API integration platform, enterprises can create APIs based on existing integrations with back-end systems, publish those APIs internally or externally, and manage their integrations and APIs all from one place. The ability to create, publish and manage APIs in one platform means organizations can begin to use IT resources, developers, and technical business users to compose new applications.
How can business processes be streamlined by using Jitterbit’s API integration Platform?
Automation of key business processes is at the heart of the connectivity challenge. By connecting various applications and data sources using pre-built integrations to sync and migrate customer, employee, product, and services data, companies can automate business processes and realize business value faster than ever before. The impact on employees is less tedious, manual labor and more freedom to focus on more creative and strategic tasks.
What is the value of integration in MarTech and how does it enable operations?
Every aspect of a marketing strategy, from campaign design and content creation to customer retention, benefits when systems are connected and working together. Connecting applications (or processes) across the customer journey provides marketing teams with a complete picture of their data across both marketing and sales departments. It connects outreach channels and marketing automation solutions to CRM and ERP—letting teams measure the entire prospect-to-customer journey from lead acquisition to close and beyond. Lastly, it enables teams to track and qualify leads more efficiently, optimize campaigns, and forecast pipelines to help drive business goals and meet KPIs.
How do you use integration and low-code app development to fuel your own MarTech ecosystem?
By building integrations for its key business systems, Jitterbit has transformed time-consuming tasks that previously involved significant manual effort. A salesperson would create a quote in Salesforce, email it to Billing, and Billing would copy and paste every line into NetSuite to create the order and invoice from there. After integrating the two systems, all we have to do is enter the data in Salesforce and it’s automatically pushed to NetSuite. It’s fully streamlined.
Integrating these systems and automating the workflow provides immense time savings for Jitterbit team members. By streamlining processes and automatically syncing order data between our CRM and ERP systems, we cut the time to create orders and invoices in half – from up to 25 minutes down to 10.
Greater overall efficiency allows Jitterbit to do more with less, keeping its teams lean even as its business grows and thrives. When you build integrations to scale as you grow, you don’t have to assemble a huge team. Without our integrations, we’d need two times the number of people providing backend support, at minimum.
What would you like to advise all the aspiring marketing professionals out there?
Activities should always begin with a test. If you have small changes to a form lead or web update – A/B test. If you have new campaign messaging, find a user group to test the accuracy, relevancy, and general interest level. Testing not only helps you gauge and plan for success (or failure – and that’s okay too!) but grounds you in data and can back a hunch or even may prove you wrong. In the end, it is about better decision-making.
Thanks, Jill!
Jill Ransome leads the Jitterbit global marketing organization responsible for driving its growth strategy, demand generation, elevating brand awareness and consideration, and creating differentiated experiences that result in client loyalty.
Jill has more than 25 years of marketing and communications experience across technology, software, and research brands. Prior to joining Jitterbit she held the CMO position at Tangoe. She has spent nearly half of her career with high-growth companies and has a passion for brand transformations. Jill earned her Bachelor of Science in Global Marketing from Pennsylvania State University and currently resides in Fairfield, Connecticut.
Jitterbit empowers productivity and performance by automating critical business processes for faster, more informed decision-making. Jitterbit’s Harmony is the only platform to seamlessly combine the power of integration, APIM, and no-code app creation to amplify the value of on-premise, cloud-based, and SaaS systems and accelerate the digital journey. Thousands of organizations worldwide rely on Jitterbit’s 20-plus years of expertise, award-winning technology, and extensive partner network to help them save time and money, remove friction, and mitigate risk, without compromising the human experience. Together with Jitterbit, businesses can transform and futureproof their operations, while creating happier, more productive people.
Comments are closed.