Caitlin Stanway-Williams
06.11.2019

In Conversation with… Meagan Healey, Head of Content & Product Marketing at Attest

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.

“Insight-related martech can empower the whole organisation with information that used to be siloed”

This week, I spoke with Meagan Healey, Head of Content & Product Marketing at on-demand consumer research company, Attest. Meagan works across all areas of marketing, from aligning content strategy, digital advertising, copywriting, creating assets and much more. She joined the conversation to talk about the relationship between sales and marketing, how this influences growth marketing, and how data is changing the game (but not always making things easier for marketers). 

Caitlin: What would you say are the three biggest pain points marketers are facing today?

Meagan: This is a tough one, because there’s a lot! 

I think a really obvious one is that there’s limited time to get through all the things that you need to do in a day. Every time I speak to someone in marketing, one of the first things they say is: “There’s too much on my plate”.

meagan-healey-marketing-inconversation

The other two things are related. There’s a huge emphasis on ROI in absolutely everything you do, but a lot of people find that quite difficult when it comes to longer-term brand building efforts. With short term acquisition marketing it’s quite easy to move the needle, but when it comes to building a brand, it’s really difficult to know where you should be putting your money. 

The final pain point is data. Data is becoming the backbone of absolutely everything that we do. And interpreting data isn’t something that we were taught in school; a lot of marketers don’t necessarily innately know how to use it. Yet using data to spark creativity, and even just conduct day-to-day marketing practices, is becoming the norm. So a pain point is actually getting to grips with data.

“Data is becoming the backbone of absolutely everything that we do”

Caitlin: And how can marketers overcome these?

Meagan: By embracing new tools, being curious and not remaining stagnant. It’s crucial to not get too comfortable with: “This worked last year so it’s probably going to work this year”. 

Making sure that you understand how to work with data is also key. You need to be able to interpret the data your organisation holds and use it to make things work. And if you’re a senior marketer, you need to upskill your team to be able to do the same. You must be on top of the fact that data is incredibly important, and that’s not going to change. We need to always be thinking: “What do I need in my toolkit to be a great marketer?” 

meagan-healey-product-marketing

Caitlin: Agreed – tools are such a great way to become more familiar with using data, and make it less intimidating! On that note, how have you seen the development of insight-related martech change the industry?

Meagan: Well, data or research used to be somewhat siloed within different parts of the organisation, but with new tools research can be so much more accessible. Anyone can just dip their toe in and gain a much better understanding of their customer base. And insight-related martech can empower the whole organisation with this information that used to be siloed.



 

Caitlin: How has the relationship between sales and marketing evolved?

Meagan: Within the SaaS technology world we’re seeing marketing and sales becoming more cohesive than they were traditionally. It’s been recognised that we’re all commercial thinkers, and that our end goal is to bring in the right leads and create happy clients, making their experience with our product as seamless as possible, meaning the two departments are more closely aligned than ever before in many organisations. 

I think it’s a really positive step. Personally I love the fact I sit right next to the people who are speaking to our clients and customers every day, and that we chat over coffee often. It gives me a real sense of what’s going on in the market, which is super powerful for someone whose job is to create content and tailor messaging to prospects I don’t always have the chance to speak to directly. It’s a great direction for us to be heading in.

Caitlin: You mentioned this evolving relationship is intrinsically linked to growth. How would you define growth marketing?

Meagan: We tend to talk about growth at Attest in terms of predictable models that are based on data-backed decisions. We’re also proponents for models that scale.. So when I think about growth marketing I think about slowly but surely moving the needle and looking at iterating on our plans all the time. 

That takes the form of setting out a plan, and making sure that we’re monitoring it and measuring it throughout. I also think that growth hacking can be used to experiment along the way – I love the idea of bringing fresh ideas to the table. But I think real growth is by nature sustainable, and data has to be central to that growth.

in-conversation-healey-attest

Caitlin: And how do you predict AI is going to disrupt marketing?

Meagan: AI is definitely going to amplify marketing. And I think personalisation is a huge part of that. Being able to serve people better content, but making it a lot more personalised is an obvious way that it’s going to disrupt traditional marketing right now. 

From an acquisition perspective, I think AI will also have a big impact on targeting, meaning that we can be more refined with who we’re targeting. It even has the potential to help us look at assets such as graphics and do a bit more targeting based on psychographics,  as opposed to staying tied to a rigid idea of our audience that’s founded on demographics.

“AI is definitely going to amplify marketing”

AI is not something I’m heavily involved with right now, but I’m certainly interested in how it’s going to change things. I’m especially interested in how consumers will respond to personalisation over time.

Caitlin: It’s going to be a really interesting next couple of years.

Meagan: It certainly is.

newsletter-house-ad

Filter by Category:
Jergan Callebaut
The AI tool marketers are using to increase Facebook campaig...

A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.

READ MORE
Use AI to identify high-converting marketing images

Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.

READ MORE
In Conversation with… Bernardo Nunes, Head of Science at G...

Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.

READ MORE
In Conversation with… Harry Hugo, Co-Founder of The Goat A...

Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.

READ MORE
In Conversation with… Mohamed El Hannaoui, Growth Marketer

Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing

READ MORE
What makes us click? Increase ad performance with content da...

Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using content data and AI leads to a steep increase in ad performance.

READ MORE
Speaker spotlight: Emily Miller, Head of Marketing at Ollie ...

Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.

READ MORE
Your images matter: five reasons why

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.

READ MORE
Forms of personalisation in today’s digital world

Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.

READ MORE
Speaker spotlight: Mitch Platt, UK Country Manager at Growth...

Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.

READ MORE
Speaker spotlight: Mack Grenfell, Biddable Lead at Babylon H...

Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.

READ MORE
Semantic content analysis will disrupt marketing – for the...

Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.

READ MORE
What’s the most important part of Facebook Ads? The creati...

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

READ MORE
Facebook Ads A/B test guide

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.

READ MORE
Running a data-driven marketing team

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.

READ MORE
Growth hacking Facebook ads

Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.

READ MORE
Nine Mailchimp integrations for personalisation

Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.

READ MORE
Five of the best tools for Facebook Ads in 2020

Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.

READ MORE
Tackling data-driven disruption as a Creative

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.

READ MORE
Speaker spotlight: Karla Rivershaw, Head of Marketing of Tur...

Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.

READ MORE
The “integrators”: Why fusing creativity and data drives...

A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand

READ MORE
Adtech vs martech: what’s the difference?

Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.

READ MORE
3 simple tips for building better Facebook Ads

Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI

READ MORE
You’ve overlooked creative data. But we’re pioneering a ...

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.

READ MORE
IWD: 20 marketing leaders in 2020 [1/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]

READ MORE
Speaker spotlight: Emma Wynne, Head of Growth Marketing at P...

Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.

READ MORE
Which Tokyo 2020 art poster does our AI say is the most enga...

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

READ MORE
The three must-ask questions before a rebrand

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.

READ MORE
Three Mailchimp newsletter growth hacks

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. 

READ MORE
Can AI optimise the creative process?

While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives

READ MORE
Marketing 20:20: meet the Speakers

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

READ MORE
What is a rebrand? (And what is it not?)

I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.

READ MORE
MAD//Fest Day One: the recap

We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.

READ MORE
How to grow your brand using paid social

Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts

READ MORE
Which images make the most successful Facebook ads?

Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.

READ MORE
The life of a Creative Director – in the age of data and A...

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.

READ MORE
IWD: 20 marketing leaders in 2020 [2/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]

READ MORE
Mirroring at scale

How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.

READ MORE
Delivering truly personalised email marketing experiences

Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.

READ MORE
How AI is set to transform email marketing

Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.

READ MORE
A quick guide to remarketing with Facebook dynamic ads

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.

READ MORE
Five things we learned at Supercharge Marketing

Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.

READ MORE
What is segmentation in marketing?

Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.

READ MORE
What does your audience want to see from your branding?

Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry

READ MORE
AI-powered marketing needs interpretability – and collabor...

Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.

READ MORE
How to use data to inspire customer loyalty in the travel in...

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.

READ MORE
How to use AI to optimise your marketing content

AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.

READ MORE
How to send the right message at the right time, in travel m...

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

READ MORE
Make your marketing pandemic proof

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.

READ MORE
A/B testing is a lie. Here’s the truth.

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.

READ MORE
Creativity back on top: Why creative data will dominate this...

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.

READ MORE