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5 ways to drive marketing impact on a shoestring budget with Gabi Zijderveld

Apr 19, 2022

Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and distill their knowledge into three-minute blocks of genius for your listening pleasure.

Today's guest is Gabi Zijderveld, CMO at Smart Eye, the global leader in human insight AI. Prior to Smart Eye, Gabi headed up marketing efforts for tech and software companies like Affectiva, IBM, Segue Software, and Centra.

While at Affectiva, Gabi's team was able to effectively create a category of motion AI and did it in a scrappy way. So my question for her is, "What are 5 ways to drive marketing impact on a shoestring budget?".

Show notes:

  1. When Gabi joined Affectiva in 2014 they were already making cool technology using computer vision and machine learning to analyze human faces and their reaction to content, situations, and emotional states. But they were describing it in a clunky manner.

  2. Gabi and her team realized they had to take credit for the machine learning and AI-based work they were doing, which everyone else around them was doing at the time.

  3. They realized that what they did was "artificial emotional intelligence", or "emotion AI".

  4. They were methodical in going to market, and their budget was lean. They were a startup and a small team. They focused on, "What is this thing? Why does it exist or why should it be allowed to exist? Who cares?".

  5. They also had to think about the ethical considerations surrounding it, with ethics around AI being a huge concern and Gabi and her team wanting to be at the forefront of how to do it right.

  6. Gabi and her small team created a boatload of content, found speaking opportunities at events, utilized social media, and built productive relationships with key analysts who started reinforcing that their product was a new technology category they were evaluating.

  7. They were consistent in their messaging and content creation and stuck to it for five years, with an aggressive PR campaign to go along with it.

  8. For Affectivia, it was all about the messaging and the content (and using that content over and over again).