Interview with Gayle Wolski, GM for Tech Marketing 360

The Fandom team was invited to attend the first annual Tech Marketing 360 conference happening February 18 – 20 in Laguna Nigel. Melonie and I will be live tweeting at the event so be sure to follow along using Twitter hashtag #tm360.

I got to interview Gayle Wolski, general manager for Tech Marketing 360 to get the lowdown on this event and why others should attend. Tech Marketing 360 is being called the only event dedicated to the technology marketer. It will be replacing Online Marketing Summit (OMS) and you’ll find out why in the interview. Gayle shares her journey through UBM Tech, parent company for Tech Marketing 360, her predictions for the tech marketing industry and why she is excited to help host the conference.

Rob: How did you get started at UBM Tech and with Tech Marketing 360?

Ever since college, I’ve always had a passion for the marketing and advertising industry. And technology fascinates me…

GW: After college, I worked for two advertising agencies prior to joining UBM – Leo Burnett’s Starcom in Chicago, IL and Doremus in San Francisco, CA. I began my career at UBM Tech nearly 10 years ago and came over from the sales side, selling and managing Enterprise Connect, NoJitter and Tech Marketing 360 before becoming the General Manager of Tech Marketing 360.

Ever since college, I’ve always had a passion for the marketing and advertising industry. And technology fascinates me; it’s innovative and can drive, even catapult, businesses forward and improve the overall bottom line. Technology keeps businesses and industries competitive, unique and disrupts mainstream media. I’m currently at Northwestern University – part-time- studying to obtain my Masters in Integrated Marketing Communications. I plan to graduate this June. The education I am receiving aligns beautifully with regards to Tech Marketing 360.

Rob: Who or what inspires you?

Inspiration, at the very heart, comes in different forms for people.

GW: I like to surround myself with intelligent, creative and strategic people because those are the individuals who make the world a better place. Inspiration, at the very heart, comes in different forms for people. For me, it ranges from developing a creative, integrated ad campaign, volunteering and giving back to the community, striking up a conversation with a stranger and creating a delicious meal in the kitchen to be shared with friends and family. I am a firm believer that the more risks I take and the more I challenge myself to be a better person – both personally and professionally – the more I will live my life to its fullest.

Rob: Why did UBM Tech decide to create an event specifically for tech marketers?

There is no other event dedicated to technology marketing out there and UBM wants to create a community around these aspirational marketers.

GW: UBM acquired the Online Marketing Summit (OMS) a little over two years ago. OMS competed in a saturated digital marketing industry with weekly events competing with one another, so we decided to give the brand a makeover. Enter Tech Marketing 360 and our decision to take the brand in a new direction – a direction which stemmed from the fact technology marketing is a hundred billion dollar industry with no one embracing this audience or addressing it from a 360 degree view. UBM Tech was the steward, TM360 is the platform, and our audience created from our very own database of senior level tech marketers.

Tech Marketing 360 is the only event dedicated to the technology marketer. There is no other event dedicated to technology marketing out there and UBM wants to create a community around these aspirational marketers. Next week, at the Ritz-Carlton Laguna Niguel in Dana Point, CA, we are expecting to usher in 300 senior level tech marketers from technology companies to gather, mingle, network and learn from each other. Created by tech marketers, for tech marketers, Tech Marketing 360 will combine visionary strategies with applied learning and practical tactics to help drive performance and elevate marketing’s role in today’s technology organizations.

 

Rob: How has the tech marketing industry evolved in the last few years?

The industry is constantly changing and adapting to new technologies.

GW: Technology is disruptive and that’s why the technology marketing industry is a fascinating one. The industry is constantly changing and adapting to new technologies. Companies in this space need to continuously evolve themselves to be able to solve the next industry problem with their technology solution. Tech marketers also need to be able to market their product in a way that sells its inventory to both new and repeat customers. Today’s marketer is tasked with producing immediate ROI and is challenged to do more with fewer resources and smaller budgets. Marketers today need to think through the consumer decision journey, from the consideration stage to the advocacy and repurchase stages. When a marketer puts a plan together, all stages need to be addressed and marketing campaigns should cater to each stage to ensure measurable results.

Rob: What trends do you see forming for tech marketing this year, and in the near future?

We will start to see marketers choose social and mobile channels over the email channel when they are putting their campaigns together.

GW: Today, marketers are having more of a say in the decision-making process. Marketers need to be equipped with the right proof points when they are sitting at the decision-making table. Tech Marketing 360 is for senior level tech marketers who are aspirational and seek thought-provoking content on not only how to better themselves as a marketer but how to empower their teams.

Social and mobile advertising is on the raise. With that said, we will start to see marketers choose social and mobile channels over the email channel when they are putting their campaigns together. We’ve known for a while now that display advertising is on the decline. In the coming year, we’ll see more companies investing more in both content marketing and social and mobile opportunities, integrating those elements into their overall media mix.

Rob: What is your process for developing a content strategy for these types of conferences?

Our goal is to keep the conversation going with our attendees even after the event.

GW: If you are innovative, thought-provoking and aspirational, chances are we want to talk to you. If your company understands technology marketing and knows how to market their products well, chances are we will want to engage with you. Our goal is to keep the conversation going with our attendees even after the event by creating interactive opportunities, such as whitepapers and webinars, for our audience to interact with one another in between our annual live conference.

Rob: What can marketers do to bridge the gap between social and technical and creative marketing practices?

GW: It’s about building integrated campaigns that are holistic at the core.

Rob: Why do you think technology is such a challenge for marketers?

GW: Technology is disruptive and always evolving and transforming. Both a blessing a curse.

Rob: What are some of your favorite examples of companies using tech marketing successfully?

Apple and the iPhone blended the divide between B2B and B2C.

GW: Apple. Their overall product line is impressive, especially when you consider how the products tie to each other. But the most notable thing about Apple is how word of mouth marketing worked to their advantage. The iPod caught on rather quickly, and let’s not forget how many employees revolted against their corporate-issued smartphones (mostly BlackBerry) and demanded their employer to 1) allow them to use their iPhone as their “work phone” and 2) secure their iPhone to the corporate network so they could use their device. Apple and the iPhone blended the divide between B2B and B2C.

Rob: What types of emerging technology can we look forward to hearing about at the conference?

GW:

• How to mine big data and turn it into actionable intelligence
• How to incorporate social and mobile into your integrated marketing campaign
• How to build an integrated campaign that is simple, yet combines all media to maximize reach and exposure
• How to use content marketing and its importance
• How to reach the new tech decision makers
• How to learn how the CMO can become the CEO

Rob: The three-day conference will cover topics including marketing automation, leadership, social platforms and mobile to search, content marketing, big data. Which do you think will stand out the most this year, or do you have any favorite examples in those topics? 

Hot topics are content marketing, social and mobile and big data.

GW:  The entire conference will stand out to tech marketers, as this show is unlike any other conference because Tech Marketing 360 celebrates the marketer. Our attendees will be inspired to share what they’ve learned with their peers and teams when they return to their companies. It’s all about smart, integrated, holistic campaigns. Hot topics are content marketing, social and mobile and big data.

Rob: Tech Marketing 360 focuses on actionable education. Tell us a little about what that means for attendees.

We want to celebrate the marketer who looks at marketing holistically and incorporates social and mobile into their traditional media campaigns

GW:  We want to celebrate the marketer who looks at marketing holistically and incorporates social and mobile into their traditional media campaigns. It’s important to note that Tech Marketing 360 is NOT about marketing technologies. Tech Marketing 360 is about the marketing OF technology. Also, it’s not so much about B2B vs. B2C, as it is about blending the two and sharing how to market, attract and retain customers.

Another thing to note is our Tech Marketing Campaign of the Year Award recognizing the recent accomplishments of highly creative marketing teams. Organizations are invited to submit a summary of and material from their most creative and successful marketing campaign of 2013 for consideration. The submission form is available for organizations to enter campaign materials and success metrics through Friday, January 31. The winner will receive a custom-designed surfboard. Proceeds benefit the Surfer’s Healing charity based in Southern California.

Rob: What are you looking forward to most at Tech Marketing 360?

I am especially excited for the interactive workshops on content marketing and the voice of the customer and the dynamic, thought-provoking keynotes.

GW:  I am looking forward to building a community for tech marketers and seeing them all convene in beautiful Dana Point, CA in next week.

I am especially excited for the interactive workshops on content marketing and the voice of the customer and the dynamic, thought-provoking keynotes – from David Pogue (Yahoo! Tech Columnist) to Stacy Martinet (CMO, Mashable) to Brad Brooks (CMO, Juniper Networks) to David Sable (CEO, Young & Rubicam) to Alison McConnell (SVP and Chief Growth Officer, Leo Burnett). Our conference sessions will cover hot industry topics including big data, social, mobile, content marketing, the new tech decision maker, how digital marketing ties into traditional advertising, and how the CMO becomes the CEO.

Also, Dun & Bradstreet is hosting our attendee party on Wednesday night, February 19 with a Monte Carlo theme.

Register for Tech Marketing 360 today. We’ll see you there.

Meet Gayle Wolski:

Gayle Wolski, Online Marketing Summit (OMS) and Tech Marketing 360 General Manager at UBM Tech, is responsible for the strategic content opportunities that align with the brand’s mission: to provide expert-led education and collaborative engagement on the latest insights, best practices and strategies in marketing.

 

About Tech Marketing 360
Tech Marketing 360 is the only event dedicated to educating and inspiring the technology marketing community. Created by tech marketers, for tech marketers, Tech Marketing 360 will combine visionary strategies with applied learning and practical tactics to help drive performance and elevate marketing’s role in today’s technology organizations. For more information, visit www.techmarketing360.com.