Technology Brand Safety Data & Privacy

Time to deploy data to make marketing more creative and compelling

By Melissa Puls |

January 6, 2022 | 4 min read

Melissa Puls, senior VP and CMO of Ivanti, a global automation platform, elaborates on some key themes that marketers should look out for as the data age gathers pace.

A peep into the future of marketing

A peep into the future of marketing

Marketers will be held more accountable

For brands to be successful, marketers will need to increase transparency on how they use customer data and what processes are in place to protect customers.

The customer experience would need to include a clear understanding of cyber risks and how those risks relate to consumer privacy. It only takes one negative customer review stemming from a cybersecurity mishap to diminish brand trust and identity, impacting brand perception at large. Marketing teams would need to take on a more active role in striking a balance between security, privacy, and the customer experience. The demand for accountability will be on a rise, going forward.

B2B marketing must engage people, not personas

Pre-pandemic, it was easy to think of a B2B prospect as an entity or a collection of personas characterized by data points. Better marketing hinged on better data. Since then, the traditional business structure has disassembled across many industries. As organizations everywhere scrambled to rethink how to react and survive, roles shifted, hierarchies compressed, and new perspectives emerged. The business became more humanized.

Data is still a critical component of marketing, but data must be used to create understanding, not personas. Going forward, successful marketers will guide prospects through an EQ-laden business process based on a deeper understanding of unique pain points, capabilities, and goals. It’ll be compelling, not pushy. Approachable, not condescending. Creative, not formulaic.

Marketers can be part of the security solution

Education is a key element of cyber hygiene, and it has never been more important than now. Businesses are experiencing an alarming rise in cybersecurity threats, including phishing schemes and ransomware attacks, from threat actors who are capitalizing on the not-always-smooth transition to a remote business landscape.

Beyond its traditional business function, marketing can be a useful tool in ensuring the long-term security success of customers and partners. Educating customers on how to achieve better security, regardless of the industry, enables organizations to foster trust in their brands and build long-term customer equity. By leveraging digital channels and social channels and sharing interactive and informative content, marketers too can play a role in helping to build secure brands.

Remote work may define the future of creative solutions

There are incredibly talented people out there who don’t want to commit 100% of their time to one company; they love choosing what kind of work they do and what companies they work for and with. And then there are people who love to get invested in one company and can focus and drive real impact for an organization regularly.

The hybrid workforce is all about allowing people flexibility in the way they want to work - whether it’s full time for a company or multiple companies. Companies need to embrace that and have a model that supports more flexibility.

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