Adgorithms - Marketing Executive of the Year
Company: Adgorithms, New York, NY
Entry Submitted By: Channel V Media
Company Description: Founded in 2010, Adgorithms liberates marketers from the pain and complexities of modern marketing. The company built “Albert” – the first-ever artificial intelligence (AI) marketing platform to serve as a highly intelligent and sophisticated member of a brand’s marketing team.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Executive of the Year
Nomination Title: Amy Inlow, CMO
Tell the story about what this nominee has achieved since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Amy knows how to identify the marketing and business challenges and opportunities necessary to propel a brand/company forward. She is strong on both the strategic and execution fronts, as evident in her role in launching artificial intelligence based digital marketing platform, Alberttm. Amy was responsible for the 2016 launch of Albert, created by Adgorithms, a platform that fully autonomously executes digital marketing campaigns, ensuring their platform was first to market, ahead of competitor solutions by designing a three-tier go-to-market plan.
Her first step was to define the positioning and messaging of the company and product. She teamed up with industry analysts to determine where Albert fit within the adtech and marketing tech landscapes. Both Amy and the analysts agreed that Albert represented something so new and innovative in the industry that he would define a new category: AI Marketing.
Next, was to create and raise brand awareness of both the company and Albert. Amy and her PR team began setting up product demos with national news and trade outlets. Prior to launch, they secured briefings with outlets such as the New York Times, TechCrunch, Adweek, AdExchanger, Marketing Land, digiday, DMN, and eMarketer.
Additionally, Amy facilitated a co-hosted launch event with Albert’s client, Harley-Davidson at their New York city showroom, to better introduce Albert to media from outlets such as Entrepreneur, Adweek, Vice, Motherboad, CNet, The Street, Practical eCommerce, and The Rider’s Guide.
The last step was to set up the demand generation machine, partially by “eating her own dog food.” She and her marketing team utilized Albert to run a cross-channel digital campaign to reach target B2B buyers. The intent was to use digital to increase brand visibility as well as generate leads to fill the sales pipeline. Albert used direct and general brand awareness oriented campaigns to leverage the content Amy and her team had created. Amy used Albert to define the new category he would fill, and educate the marketplace about the benefits he could provide. Within three months, marketing was contributing more than 50% of the opportunities within the sales pipeline, and helped prove the target market was larger than they had originally anticipated.
Amy’s plan is working – many big-name brand leads have been generated, and the pipeline is strongly taking shape. Albert is currently working with 50+ clients including Harley, EVISU, Cosabella, PlanetBlue, Made.com and more. Albert is effectively making a name for himself in the Marketing Tech world, thanks to Amy’s strategic planning. Amy’s ability to segment the B2B market/buyers and put together plans that reach them quickly and efficiently has contributed to bringing in the new clients Adgorithms continues to sign.
In bullet-list form, briefly summarize up to ten (10) accomplishments of the nominee since the beginning of 2016 (up to 150 words).
• Amy has created and implemented new positioning and messaging, as well as brand look and feel, that resonates with prospects, clients and influencers
• Approximately 50 new clients such as Harley-Davidson, EVISU, Cosabella, Planet Blue, Made.com have signed with Adgorithms under Amy’s leadership
• Amy and her team began lead generation in the late summer/fall of 2016, and by December 2016, Adgorithms has measured a 50% pipeline contribution
• Amy was named a Marketing Tech Executive of the Year by DMN, and is a 2017 DMN Hall of Femme Honoree