With account-based marketing, I think is very symbolic of where MarTech is headed. You have some micro-cycles in between, with social for instance but the billion-dollar moves tend to happen more in the six-year timeframe. When you go back and you look at email, then you look at marketing automation, and now it's account-based marketing. Now I think what you're seeing is that the major sort of evolution changes of MarTech, seem to happen on about a six-year cycle. Then I think there might have been a period where we got too reliant on technology tools, and the average company might have more than 10 different pieces of MarTech, but they all coming together, which is why the cloud came about. When I was in CPG, we didn't really have any technology tools in our arsenal and we were trying to figure it out. How do you think MarTech has changed the definition of what it means to be a marketer? Now as an investor, you are witnessing it through your involvement with a host of companies including Terminus and Account-Based Marketing. At Exact Target, that was the emergence of the Marketing Cloud. Knox: You have been at the forefront of the rise of Marketing Technology over the last decade. "How do you bring together the best of the quantitative side of B2B w/ the experiential side of B2C?". So it's, how do you bring together the best of the quantitative side of B2B with the experiential side of B2C? It's really building the brand as your platform, that unleashes this massive sort of flywheel effect inside the company, and outside the company. Marketing is about having mastery over the numbers, but it's more than the numbers. What I think I was able to bring from the B2C side is it's about delivering an experience. Basically, the only thing the CEO knew what to ask the CMO is, "Where're the leads?" That was it. Kopp: Really what B2B marketing was when I joined, was a demand generation gap. So what drove that insight, and then how did you really apply that to the world of ExactTarget? Knox: Speaking of knowing what you want to do and having that belief, you had a hypothesis when you moved over to Web Trends, and ultimately to ExactTarget, that B2B wasn't using those best practices of consumer marketing. You have to know what you want to go do, and you have to own your own development and you have to be courageous about making some moves. But I also think you can't just take somebody else's advice of "What should I go do?" They're not going to know. I like to really have a personal board of directors that help sort of guide me and steer me. I'm still midway through that journey with Hyde Park, but it's been a lot of fun. I sat down with Tim to talk about his journey of getting 10,000 hours of practice, how the world of marketing and business is changing, and why many companies look for the wrong thing when hiring a CMO. Now Tim has moved from being a SaaS CMO to being at Venture Capitalist at Hyde Park Venture Partners where he is investing in the next wave of transformative technology companies. At ExactTarget, Tim joined when the company was just over 100 employees and witnessed its rocket ship growth to reach an IPO and then an eventual $2.7 billion acquisition by Salesforce. After 10 years as a leader in digital marketing for Procter & Gamble and Coca-Cola, Tim moved to the world of B2B marketing as the Chief Marketing Officer for WebTrends and then ExactTarget. Tim Kopp has been a pioneer in the world of digital marketing, with a front row seat to some of the biggest changes in our industry over the last two decades. Tim Kopp, former CMO of ExactTarget, credits his early move into digital marketing at P&G and.
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