Speaker spotlight: Karla Rivershaw, Head of Marketing of Turtl
Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.
“It’s about learning as much as you can about your customer so when you do decide to start that conversation you’re fully equipped and know what you need to say and when you should say it.”
#SuperchargeMarketing is just around the corner, an evening packed full of networking and insightful talks from some of the most exciting innovators in marketing right now.
Karla Rivershaw, Head of Marketing at content solutions startup Turtl (creators of THAT #KillThePDF campaign), is one of the thought-leaders taking the stage to talk ‘B2B marketing’. We caught up with her ahead of the event to discuss her career and the industry.
Tell us a bit about yourself and your role at Turtl?
I’ve been with Turtl since January (it feels a lot longer but that’s the nature of the startup world – everything moves so quickly as I’m sure you well know!). I head up the marketing department there, when I joined there wasn’t much of a department at all and they needed someone to build the team. We’re now a team of nine.
Prior to Turtl I worked at a startup before moving to Thomson Reuters for six years, which was taken over by private equity and ended up being called Clarivate Analytics. I worked across a variety of roles there: in product marketing, content marketing, social media and comms, field marketing where I headed up a team all around the world and finally in marketing operations before I moved to Turtl.
What got you into marketing?
It was a bit random, because I actually did a law degree! I thought it would be a good degree to get into whatever I wanted, and when it ended, I considered my options and decided I wanted to do something creative, so marketing made sense. I looked into various internships and ended up at a small company (of just six employees) in the environmental sector near where I lived supporting the business development team. As I was on the biz dev side of things I initially only had the opportunity to do a small amount of marketing, most of which was in my spare time. Then the industry started getting loads of funding and the company grew really quickly meaning there was suddenly a need for marketing. I took charge of the function and the company eventually paid for me to get formal qualifications.
Falling into marketing wasn’t by design, but that’s how it worked out and I absolutely love it.
What marketing tools could you not live without?
To be honest I couldn’t live without our own content creation tool Turtl. It’s great because it helps us make content look fantastic and also provides all the analytics that help us understand exactly how people are using our content, allowing us to shake up our content strategy and identify opportunities for the sales team. It’s a really powerful tool and one I couldn’t live without.
Other than that our CRM is crucial – we use Hubspot for automation and sales – and of course Slack is really good for internal communication and making sure we’re all aligned. Those are my top three.
How do you see AI impacting the industry?
AI is one of those things that you hear people talking about all the time and I still don’t think the industry is ‘doing it’ properly yet. Marketers like talking about the potential of it but they don’t really understand how to use it.
“Marketers like talking about the potential of it but they don’t really understand how to use it.”
That being said, I think AI could be really powerful in the future. For instance, we’re looking at using machine learning for our tool Turtl to predict people’s reading behaviours so we can serve up the right content at the right time based on what we already know about them or people like them. This should massively increase engagement and avoid the scattergun approach where we put loads of stuff out there and just hope it sticks! With AI, marketers should be able to be more strategic, and increase the quality of what they are doing.
Do you have any tips for how marketers can implement personalisation without coming across intrusive?
It’s tough to get that balance right.
Ultimately, I think it’s about knowing your audience and trying to get as many data points as you can on them, then waiting until the right moment to start targeting them with meaningful content that resonates as opposed to generic content that feels like an imposition.
For instance, it really bothers me if I download a whitepaper and someone from the company calls me five minutes later and starts talking to me about that interaction – it just feels like you’re being constantly monitored. It’s much better to wait until they’ve shown enough indications that they have intent to use your product/service, so they are open to being targeted otherwise it feels a bit creepy and forceful.
It’s about learning as much as you can about them so when you do decide to start that conversation you’re fully equipped and know what you need to say and when you should say it.
A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.
Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.
Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.
Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.
Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.
Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.
Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using creative data and AI leads to a steep increase in ad performance.
Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing
Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.
Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.
The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads
Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.
Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.
Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.
Creative data has been overlooked by marketers. But at Datasine we’ve found a way to drive performance with this powerful data: Content Atomisation – supercharged by AI.
A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand
Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.
Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.
Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.
Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.
Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.
Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.
Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.
For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]
Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population
Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI
Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.
Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks.
Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.
While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives
Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler
Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts
Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.
I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.
We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.
Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.
For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]
How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.
Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.
Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.
Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.
Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.
Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.
In crisis times, marketing budgets get slashed. Here’s how we can support you to stretch your budget further and drive sales – even in the face of a pandemic.
Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry
A/B testing has long been used to find the perfect ad creative – but its effectivess is greatly exaggerated. Here's the truth of A/B testing, and how to find the best creative without it.
We see thousands of images online every day. We take a trip back over the history of the digital image to see how we got to this point.
Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.
AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.
We speak Joe Stevens, Corporate Digital Marketing Manager at Flight Centre about using data to send the right message to the right person at the right time
Learn how developing an Integrator Mindset can help you to creatively personalise and build genuine relationships with your customers
Lack of customer loyalty is a key problem in the travel industry. We take a look at some of the ways data can tackle the issue.
Data-driven marketing has swept through the industry, but the data focus has led to a decline in creativity. But you can combine data and creativity by uncovering your campaign’s creative data.