Albert - Maverick of the Year
Company: Albert, New York, NY
Entry Submitted By: Channel V Media
Company Description: Albert, created by Albert Technologies (ALB.L), is the first-ever fully autonomous artificial intelligence marketing platform, driving cross channel digital marketing campaigns for some of the world’s leading brands.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Maverick of the Year
Nomination Title: Amy Inlow, CMO
Describe for the judges the activities and accomplishments of the nominated woman since the beginning of July last year (up to 525 words):
Amy played a key role in launching artificial intelligence based digital marketing platform, Albert, and paving the way for AI to become dominant in an industry that had no clue what it was.
Albert is able to autonomously execute cross-channel digital marketing campaigns, and Amy led the launch of this platform in August 2016, ensuring that it was first to market. But before she was even able to get people to listen about Albert, Amy had to go out and educate analysts, media and clients on what AI was and how it could be applied to marketing and advertising. Amy’s designed a three-tier go-to-market plan to introduce Albert to the market ahead of competitors, and open the marketing industry to the opportunity available with AI.
Her first step was to team up with Forrester analysts to determine where Albert fit within the existing marketing tech landscape. Both Amy and Forrester agreed that Albert represented something so new and innovative in the industry that he would define a new category: AI Marketing.
Next, 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.
Amy facilitated a co-hosted launch event with Albert’s client, Harley-Davidson, to better introduce Albert to media from outlets such as Entrepreneur, Adweek, Vice, Motherboad, CNet, The Street, Practical eCommerce, and The Rider’s Guide.
Amy’s last step was to use Albert to run a cross-channel digital campaign about his own services. The intent was to increase brand visibility and generate leads to fill the sales pipeline. Amy used Albert to define the new category he would fill, and educate the marketplace about the benefits he could provide.
Amy’s plan worked. Albert is now working with many brands and companies — it is possibly the most widely adopted AI business solution on the market – and has more sales leads than it knows what to do with. Albert is also considered “one of the most vocal companies in the AI marketing space,” according to Gartner. All of this has not only softened the market for Albert, it has sparked hundreds of conversations about AI marketing and opened the category to other companies in the field.
Amy has contributed to Albert’s rapid growth and played a pivotal role in signing many of Albert’s top clients including Harley-Davidson, Dole Asia, Cosabella, EVISU and more. She has been honored by several awards including the DMN Hall of Femme, the International Stevie Awards in the Marketing Executive of the Year category, and the MarCom Awards for her strategic work in launching Albert. She has also been featured in Alleywatch’s Women in NYC Tech column.
Amy has succeeded in the predominately male world of technology startups, and is seen internally as a role model and mentor. Amy has not only pioneered a path for AI in the marketing space, she has paved the way for women to take on leadership roles in the AI marketing world and in the technology sector more generally.
Provide a brief biography of the nominated woman (up to 125 words):
Amy is an award-winning, well-rounded marketer withnearly 20 years of strategic marketing and communications experience in the technology industry.
Fed up with how data analysis andoperations were replacing creativity in marketing, Amy sought out something new in 2016. In Albert she discovered a solution to this misstep and a philosophy that would provide a much-needed course correction for the industry.
At Albert, Amy architected the go-to-market strategy for the AI marketing solution, and now builds and raises awareness, and drives demand and growth.
Prior to joining Albert, Amy was the CMO of Tracx, spent several years atExperian Marketing Services, and held global marketing leadership roles at Operative and LivePerson.She serves on Forrester’s B2B Leadership Advisory Board, and DMNews’ Client Advisory Board.