Interview with Lynne Capozzi, Chief Marketing Officer at Acquia

by Jerome Knyszewski
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Lynne Capozzi, Chief Marketing Officer at Acquia

“Practical applications of machine learning will take off in 2021, as marketers develop higher volumes of content targeting each stage in the customer lifecycle.”

Tell us about the way Marketing messages are evolving?

Marketing messages will lose the jargon.

Lynne Capozzi: In 2021, the marketing language will continue to see less use of jargon and be more genuine. COVID has taught marketers the value of straight talk and the appreciation of value-based messaging. Consumers are faced with a barrage of messaging from a variety of sources and that has led to shortened attention spans and COVID fatigue on generic terms like “the new normal.” Marketers will continue to push out shorter, more personal pieces of content and communications because of this dynamic.

What do you think about the raging demand to go for technology-based Digital Transformation?

Digital Transformation Acceleration is inevitable. 

Lynne Capozzi: A strong, well thought out digital transformation strategy will be a necessity for the new year. Prior to COVID, organizations saw digital transformation as a multi-year endeavor. The pandemic has accelerated the need for the pivot to digital and brands are quickly realizing they need to “adapt or die,” a message that has been supported by Gartner Research.

In 2021, much of this transformation will fall into the hands of marketers. Marketers are not necessarily technical so they will be looking for low-code and no-code tools that provide ease-of-use and can be sold to the C-suite in a simple and straightforward way.

Data has been a key enabler in today’s marketing campaigns. Tell us more about Open Marketing using data science. 

The market will see consolidation and data is the driving force.

Lynne Capozzi: The market will see a consolidation of some of the smaller analytics players, where the move will be toward a single source of truth versus fragmented data silos. We have seen the evidence and Scott Brinker’s research confirms – today’s martech stack is 13.6% larger – and that is a problem. Marketers’ need for consistent data will be a major tipping point for consolidation among many of the vendors in the field.

The rise of open marketing is certain!

Lynne Capozzi: Marketers will need all of the tools in their stack to interoperate with one another in order to accelerate their pivot to digital. In the past, it may have been acceptable for marketers to use disparate solutions to solve a problem, but the need to consolidate data will create a forcing function for more vendors to open up their APIs and data. This new “open marketing” approach will be critical to marketers’ success.

Our favorite part—your thoughts on the use of Machine Learning for Marketing.

From digital marketing to content marketing, machine learning will be mainstream.

Lynne Capozzi: Practical applications of machine learning will take off in 2021, as marketers develop higher volumes of content targeting each stage in the customer lifecycle. Machine learning will help tailor the delivery of relevant content at scale for each customer’s unique needs, at each point of their customer journey. We’ll see machine learning models for customer lifecycle management, promotional efficiency and marketing spend efficiency start to gain mainstream adoption.

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