Interview with marketing leader Diane Perlman, CMO at Blis

1. Interview with Marketing Leader Diane Perlman, CMO at Blis Diane Perlman, CMO of Blis, is an established marketing director with various brand experiences at Microsoft as well as experience in the areas of start-up, scale-up and agency. She is good at solving creative problems and learning agile. She has a solid track record of delivering results in both structured and unstructured environments. You can follow her on Twitter here. Media 7: Why did you start marketing? Take us with you on your journey. DIANE PERLMAN: I always knew that you had a talent for words and creativity. And marketing was an area of interest to me. I studied media at university and paved the way for marketing. After that, I also did a master's in business. I found this to gain a deeper understanding of all aspects of business and management. I wanted to be a stronger finance and sales manager and a better partner who is essential to successful marketing. Immediately after graduation, copywriters from small freelance agencies work in the fields of PR, advertising, digital, both agencies and clients, as well as in the youngest marketing areas of most large companies in marketing areas such as Microsoft, startups and AdTech extensions. I started as. Careers like Unruly and Bliss. They introduced me to the world of business technology and called me "new media" back then. It's not an exaggeration to say he's crazy about it. I moved from a strategic PR agency to an emerging technology company and my life has changed forever. It was this role that took me from America to England. I have lived in the UK for over 20 years. I haven't looked back since then. M7: How do you focus on creating demand and building a long-term brand with Bliss? DP: SMBs are always balanced because they focus on generating leads and building a long-term brand. But both are important. I recently read several surveys conducted by LinkedIn in 2019. According to this study, B2B brands that spend at least 50% of their budget on long-term branding offer the greatest economic benefits in terms of market share growth, profitability, and profitability. In addition, branding increases sales in the short term. If you think about it, today you are much more likely to buy from a brand you know and like. For me and my team, it's about finding the balance and developing the right strategies and tactics, from insights to sales. M7: How do you get your content across to your audience? What challenges do you face in creating effective content? DP: Last year we developed a content-intensive marketing strategy. When COVID-19 arrived we didn't want to be part of the turmoil. We are aware that we have to serve our customers as much as possible and that has become our motto. Blis operates in the AdTech industry and is a location- based programmatic partner where data protection is a top priority. Our information team uses movement data from various industries to generate a wealth of interesting information. This enabled marketing teams to work with customers and sales reps to learn about behavioral patterns and changes in consumer behavior. It is interesting to regularly create blogs, social channels, and various interactive "white papers" and "behavior change" blog series that rely on direct email marketing to customers while taking budget constraints into account. Distribute this information content. We have also expanded our circle and our reach by using the joint partner marketing with partner companies.

2. One of the recurring challenges of global business is that the local market wants local content. This makes it difficult to promote global content. However, at the height of COVID-19 in 2020, all markets were keen to learn from each other. In particular, I was interested in learning from more advanced areas in order to recover from COVID-19. That way we were able to create meaningful global content. It has also created a pulse of consumer confidence in several key markets to provide ongoing insights that inspire our customers. M7: In your opinion, what are the three most important topics in product marketing in the post- COVID-19 era? DP: In the case of Bliss, our service has traditionally been geared towards increasing store visits in collaboration with leading global brands and media agencies. As the COVID-19 era accelerated the transition to e-commerce and online, one of the first challenges was directing consumers to landing pages or shopping carts and measuring their activity, and most importantly, their in-store footprint. is. The second challenge for companies in the ad tech industry, or for the brands they actually advertise, is to provide privacy to consumers by first changing the rules and removing and reducing cookies. is. Product development and sales. The number of personal identifiers on your Apple device. Although Blis originally has a tradition of privacy technology, we have worked hard to secure the future of our products and innovate at this historic turning point in the industry. The third challenge, preferably more temporary, is how to limit direct customer interaction from roadshows to events. This is often part of B2B marketing. In short, B2B marketers need to be more creative than ever to reach their customers and stand before them with new and exciting developments. M7: How will the advertising tactics for products and services change during these periods? DP: As marketers, we need to keep learning to test innovation, testing and progress. For example, I receive and see personalized video messages through really engaging and clickable emails. Even “old-fashioned” personalized gifts have become even more important in this COVID-19 era and create unforgettable moments and experiences for our customers. With zoom fatigue a reality, we need to innovate from standard web ads to on-demand content that customers can view at their own time, as well as other interactive formats for engagement and entertainment. M7: What advice would you give to a young woman considering a high tech career? DP: The most important thing for young women is that they don't have to be "engineers" to work in technology. I've worked in and around technology for most of my career. What appeals to me as a marketer is the pace of the industry and the challenge of simplifying complex messages to make them understandable and engaging. It is also recommended that young women have the courage to avoid self-limiting beliefs when entering technology and other careers. Believing and not being afraid of failure will go a long way in helping you try new things, build trust, and instill the courage you need to distinguish yourself. Please do your best! About bliss Blis is a location based programmatic advertising partner that puts privacy first. It provides accurate targeting on a large scale, independent of personally identifiable information, and helps the world's leading brands and media agencies achieve critical business results through powerful personalized digital advertising. Bliss was founded in the UK in 2004 and currently operates more than 40 offices

3. on five continents. The company works with the world's largest and most customer-oriented companies in all industries.