AiThority Interview with Daniel Frohnen, CMO at Sendoso
Please tell us about your current role and the technology you handle.
As Chief Marketing Officer and marketing lead, my main goals and professional focus center around driving engagement and improving sales enablement.
My team and I have been operating on a full martech stack, including tools to support sales engagement, ABM, digital marketing, and automation. For marketers in this age, all priorities must tie back to audience engagement and business goals, rather than quick-win goals, like mass lead generation. Marketing leaders must be working with human connection in mind, and the best marketers are the ones making sure there is a synergy with their revenue.
How much of it has changed through the pandemic crisis?
Since the pandemic, my role as a CMO has changed to reflect the new needs of our customers and prospects. Namely, it’s become more important to make sure marketing, sales, and CX teams are aligned in efforts as a way to drive maximum ROI and brand involvement. CMOs continue to be involved in their brands and how they are building their teams.
As a CMO, what are the usual POVs on data security and information management for marketing, sales and customer success teams?
When it comes to data security, companies should err on the side of caution — it’s important to be incredibly careful with customer data and have clean data management. Additionally, CMOs should not use GDPR or CCPA as an excuse to not hit their marketing goals. Traditionally, marketers have relied on a long list of leads. When the pandemic hit, many companies focused on getting more leads instead of doubling down on the current data set. Instead, CMOs should look at this as an opportunity to develop genuine relationships with their audiences, using personalized tactics to connect with them.
At Sendoso, how do you define “Customer Experience” Management?
Customer experience management is multi-threaded; it’s about creating consistent experiences for customers throughout the entire buyer’s journey. One way we help facilitate this process is using our own Sending Platform. This not only leverages the value of direct sending, but it also educates our audiences on the benefits of our core values.
Amidst the growing demand for Marketing integrity, brand safety and transparency, how does Sendoso deliver on its promises to customers?
We show our customers that we’re trustworthy by being transparent about how we use our own platform and what kinds of results we’re seeing. As a SaaS and delivery platform, it’s important for us to be transparent with our operations. It says a lot about your company if you trust your own product and service enough to use it yourself and prove that it yields real results.
Tell us a little more about your initiatives in automation and AI ML offerings? Which new markets are you planning to expand into in 2021?
AI and machine learning hold a lot of promise for any organization, and we’re excited to begin leveraging it moving forward. Last year, we hit one million sends and because of that we are currently working on AI and machine learning offerings for our platform to make it easier for individuals to send and track their success.
We’ve recently been exploring how direct sending can support the healthcare industry, specifically looking at regional providers and how they can engage with their local clinics. Similarly, we’re exploring how direct sending can support organizations in financial services and real estate.
How are DMPs performing against CDPs and Experience management clouds for advertising teams? What are your recommendations?
I like to think about data management platforms (DMP), customer data platforms (CDP), and experience management cloud (EMC) holistically. All three are important for us as we ensure our data is clean and validated — We need to have the right permissions to reach out to customers while making sure our strategy aligns with what is in our CDP.
A key digital advertising campaign in 2020 that you were part of — that you hold close to your heart?
My favorite campaign of ours last year was our 12 Days of Holiday Sending campaign. Last holiday season, we unveiled 12 surprise sends over 12 days. Customers had the chance to spread holiday cheer to prospects, customers, partners, coworkers, and more. It was a great, fun way to cap off a challenging year and take some time to engage with customers during the season of giving.
Your predictions for 2021 in the field of digital marketing and advertising.
This year, shared marketplaces will become more prominent as we continue with remote work, and therefore remote prospecting. This remote environment has made it difficult to catch customers’ and prospects’ attention and make a real impact. Marketplaces give marketers and sellers access to a variety of SaaS tools, from direct mail to sales enablement, that help them rise above the high-volume of digital noise we’re experiencing.
Your remote workplace collaboration suite and how it stands to evolve as we return slowly to normal times?
Our collaborative suite has evolved greatly since the beginning of the pandemic. We already had experience with the basic tools like Slack and Zoom, but we also explored new tools like Whiteboard to easily collaborate during brainstorms. We also use our own platform as a way to stay connected with one another. Back when we were in the office, for instance, we had a catered lunch once a week. Now, using Sendoso, our HR team sends everyone an eGift card every week for us to use for lunch, or we have the option to donate the money to a local charity. It helps us feel more engaged with one another and with the community.
Tag a person in the industry whose answers you would like to see here.
I’d love to see John Perera, CMO at Highspot, answer these questions!
Thank you, Daniel! That was fun and we hope to see you back on AiThority.com soon.
Dan Frohnen brings more than 15 years of experience across marketing and sales to his current position as Chief Marketing Officer at Sendoso, the leading Sending Platform. Prior to Sendoso, Dan spent a decade in B2C and B2B marketing positions at Alfred Music Publishing, ultimately serving as head of marketing.
He found that blending a traditional marketing mix of print advertising, events, and direct mail with CRM, email, social, and digital created a modern mix that maximized investments and deepened audience connections. Dan has brought his passion for marketing technology to leadership positions with Relevate, Apttus, Skedulo, and now, Sendoso. As an active member of the revenue community, Dan is a part of the Forbes Communication Council and Revenue Collective.
Sendoso, the leading Sending Platform, is the most effective way for revenue-driving teams to stand out with new ways to engage at strategic points throughout the customer journey. By sending personalized gifts, branded swag, and eGifts at-scale, Sendoso customers see significant time savings per campaign, an increase in conversion rates, and higher retention rates. Founded in 2016, Sendoso is backed by $54M in venture funding and has a global footprint, with a presence in North America, Europe, and Asia Pacific