Ok! Welcome back to my podcast: The Marketing Playbook with Mark Friedman! Presented by Details Interactive. Here, you’ll take away 3 game-winning marketing plays every episode to take back to your team. I’m your host, Mark Friedman, and my career has been focused on direct-to-consumer marketing; direct mail, physical retail, and digital commerce.
This is Episode #11 and today’s guest is Kabir Shahani. He’s the Chief Executive Officer of Amperity. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – subscribe and leave a 5-star review if you have your playbook!
What is The Marketing Playbook with Mark Friedman?
Mark Friedman (that’s me) knows direct-to-consumer marketing. The 30+ year industry veteran has served as the President of eCommerce at Steve Madden, Chief Marketing Officer of Brooks Brothers, mentor to dozens of startups, and even youth sports coach. You’ll take away 3 fundamental tips every episode to help your team knock it out of the park, and draw up strategies for digital marketing, eCommerce, customer monetization, and pivoting with the brightest all-stars in business. Do you have your playbook?
Podcast Episode #11: Kabir Shahani – CEO of Amperity
Kabir Shahani, the Chief Executive Officer of Amperity, adds his page to the Marketing Playbook. Hear how to use hard work and dedication to build your business, how to break down silos at your company, how to interpret data and use it to drive revenue, how Amperity runs the customer data platforms of Starbucks and Nordstrom, and the business lessons Kabir learned from his parents. This episode covers everything from the early days of informatics to Kabir’s parents’ journey as immigrants. Here’s a small sample of what you will hear in this episode:
- How COVID-19 is impacting Amperity
- Kabir’s start in the consulting world
- How he started Appature
- What are the emotions tied to a startup exit
- How your business changes after receiving venture capital funding
- What is a Customer Data Platform (CDP)
- How to put marketing technology into programs to drive revenue
- What superpower Kabir wishes he had
Connect with Kabir on LinkedIn.
Let’s open the playbook. Ready? Break! Check out the episode, show notes, and pictures below for much more detail.
Show Notes
- Intro
- [0:22] The Marketing Playbook with Mark Friedman
- [0:26] Details Interactive
- [0:28] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- [0:40] Connect with Kabir on LinkedIn
- [1:01] Thank you as always to Max Branstetter of the Wild Business Growth Podcast at Hippo Direct for producing this podcast. You can reach him at max@hippodirect.com to bring your podcast to life
- Kabir’s Page of The Marketing Playbook with Mark Friedman
- [1:59] How COVID-19 is impacting Amperity
- [3:02] Digital Transformation
- [3:25] Furlough, P&L (Profit & Loss Statement)
- [4:52] Kabir’s first story
- [7:06] University of Washington
- [7:50] Informatics
- [8:50] Did Kabir know Big Data was getting bigger
- [9:17] Entrepreneur
- [10:49] Cloud computing
- [11:16] Kabir’s start in the consulting world
- [11:31] Avanade, Microsoft, Accenture
- [12:10] How Kabir started Appature
- [14:11] Enterprise software
- [14:34] Multi-channel marketing
- [14:50] Marketing automation
- [15:08] What Appature did in the healthcare space
- [16:23] ExactTarget, Marketo, Eloqua
- [16:52] What are the emotions tied to a startup exit
- [17:28] Bootstrapping
- [17:57] Venture Capital
- [18:16] IMS Health
- [19:52] How your business changes after receiving venture capital funding
- [21:32] What is a Customer Data Platform (CDP)
- [22:50] Multivariate testing
- [23:49] Clickstream data, Transaction data
- [25:22] CMO (Chief Marketing Officer)
- [26:23] CTO (Chief Technology Officer)
- [27:04] USPTO (United States Patent and Trademark Office)
- [27:13] At Details Interactive, you can discuss your business with a seasoned direct-to-consumer marketing executive who’s helped launch and grow web businesses and integrate multi-channel marketing initiatives. Learn more at DetailsInteractive.com
- [28:14] What problem does data solve
- [29:29] Aha moment
- [29:39] IT (Information Technology)
- [30:01] How to connect marketing and IT
- [31:26] Customer 360
- [32:25] How to put marketing technology into programs to drive revenue
- [33:05] Data Engineering
- [33:40] Change Management
- [35:25] CRM (Customer Relationship Management), L’Oréal, Alaska Airlines, GAP
- [35:57] What is Kabir’s role as CEO (Chief Executive Officer)
- [36:15] QA (Quality Assurance)
- [38:17] COVIDTracker.Amperity.com
- [39:24] Owned Media, Paid Media
- [39:37] What inning is Amperity in if it were a baseball game
- 2-Minute Drill
- [40:35] Starbucks
- [40:39] Kabir’s favorite app on his phone
- [40:46] BustedTees
- [41:02] Something Kabir wishes he was better at
- [41:27] Fred Hutchinson Cancer Research Center
- [41:34] What superpower Kabir wishes he had
- [41:40] His most prized possession other than family
- This Week’s 3 Game-Winning Plays
- [41:52] Connect with Kabir on LinkedIn
- [42:35] This week’s 3 Game-Winning Plays are as follows:
- Use hard work and dedication to build your business
- Break down silos at your company
- Interpret data and use it to drive revenue
- [43:43] If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [43:53] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- Theme Song: Jazzy Man Funk Rock – Auditone Music Library – provided by Jamendo
How can I work with Details Interactive?
That’s it! Today’s game ball goes to Kabir Shahani. Thank you, Playbook Marketers, for listening. If you want to check out more pages of The Marketing Playbook, make sure to subscribe on your favorite podcast spot and leave us a 5-star review on Apple Podcasts. You can also follow us on Twitter at @DetailsInteract and learn more at DetailsInteractive.com. Until next time, The devil is in the details.