Q&A with Eric Sleeth, Senior Marketing Manager at Veriday

Media 7 | April 19, 2021

Eric Sleeth, Senior Marketing Manager at Veriday, is a dynamic and motivated marketing professional with a track record of B2B and B2C success. He is driven by insights and data to build end-to-end strategies and campaigns through collaboration with key stakeholders to help inform the direction for business growth. He makes optimum use of agile method to optimize and grow marketing programs in order to meet or exceed business objectives.

Don’t interrupt, be empathetic. There is nothing that I hate more than multiple unprompted cold calls or emails or LinkedIn messages that give me a basic pitch.



MEDIA 7: Could you please tell us a little bit about yourself? How has your professional journey been like so far?
ERIC SLEETH:
I have always had a fascination with marketing and its ability to combine storytelling and persuasion. I am very appreciative of my professional journey thus far. A wide range of experience with global brands and advertising agencies has rounded out my knowledge and experience.

Now I am leading marketing at Veriday. I joined them 3+ years ago and happy they saw potential in me, giving me the opportunity to expand, to take on more, and to put their faith in me to build a stronger marketing program. I know there are more things that I am excited about achieving with Veriday and in my career.

M7: How does Veriday work to help companies drive results? How does it ensure a better ROI to them?
ES:
Veriday develops strategies, products, and solutions to transform your user experiences and engagement. From strategy and design to implementation and management, we help when it comes to making your next technology or digital marketing project a milestone success. When building custom solutions, we ensure ROI by maximizing adoption. User experience regardless of the solution is critical. When the user is at the center of the solution, this will increase adoption, improve productivity, and deliver strong business outcomes.


To stand out, show an understanding of others and give value to very niche and targeted groups to foster relationships.



M7: What is your approach to market research, both customer and competitor-focused?
ES:
Marketers often enter a market research activity with pre-conceptions, and this will create bias and invalidate the findings. This is why broad benchmarks and anecdotes should be avoided. My approach to market research begins collecting data; from associations, governments, analyst firms, marketing analytics, etc. During the collection, there may be overlap and stand-out points. From there a hypothesis will begin to surface. This is enough rather than assuming. I will then attempt to disprove the hypothesis, through interviews, surveys, and focus groups.

M7: How do you work with your executive team to get the most out of their marketing strategies?
ES:
Marketing departments and strategies should be focused on raising and contributing to the growth of the brand. That growth can take shape as generating new opportunities but also be expanding into new audiences and markets.

To work successfully with executive teams, I try to focus on two pieces: transparency and data. By being transparent on marketing initiative it allows others to understand what and why we are doing it. This creates buy-in and others contributing to the marketing efforts. The other is data. To be able to work effectively with executives, is to try to summarize all the marketing metrics down to the data that is driving business.


With the battles and changes around privacy legislation, advertising, and cookies, there will be a major change that all organizations need to go through to learn new technology and tactics to adapt to these changes.



M7: What do you believe are the top three marketing challenges in the post COVID-19 era?
ES:
I believe the top 3 marketing challenges are: a changing marketing landscape, customer-centricity, and omnichannel experiences. With the battles and changes around privacy legislation, advertising, and cookies, there will be a major change that all organizations need to go through to learn new technology and tactics to adapt to these changes.

The data has always supported the importance of customer satisfaction and retention. However, it was not always a primary focus of the marketing team rather customer service teams. Marketing is now starting to pay attention. This is further amplified by COVID-19 as it has reduced the impact of brand loyalty on consumer behaviors.

Finally, COVID-19 has focused the switch to digital-first which has been slowly taking place before. However, this has also increased the digital noise. This is why marketers will need to create omnichannel experiences to be used to engage with target audiences where they are and where they want to engage. It is always better going to them rather than bringing them to you

M7: How has COVID-19 affected the FinTech industry? What was Veriday’s strategy to recover from that?
ES:
The financial industry underwent a massive shift, both internally with employees and externally with clients. Internally, the workforce had to quickly be mobilized to be able to work remotely. This created a need to provide technology solutions for financial institutions to ensure productivity and easy access to the necessary tools and information through intranets. Externally, with the move to digital, financial advisors found it difficult to meet with requirements of the clients. Therefore, digital marketing and an online presence have become critical.

While Veriday provides solutions for these, economic uncertainty resulted in tighter budgets. During that time, we supported these organizations where possible and began planning longer-term solutions with them. Now as we start to recover, Veriday is able to provide those digital solutions for long-term success and is seeing a significant number of new clients looking to extend their digital capabilities.

M7: What is your marketing mantra to stand out in such a competitive space?
ES
: Don’t interrupt, be empathetic. There is nothing that I hate more than multiple unprompted cold calls or emails or LinkedIn messages that give me a basic pitch. This tells me you have no empathy for my time and expect me to do the work to see if your offering fits me specifically.
To stand out, show an understanding of others and give value to very niche and targeted groups to foster relationships.

ABOUT VERIDAY

Veriday specializes in developing strategies, products, and solutions to transform your user experiences and engagement. From strategy and design to implementation and management, we are here to help when it comes to making your next technology or digital marketing project a milestone success. Our experts will help you implement an end-to-end vision by creating a modern development stack for building enterprise applications.

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Tecnotree to Accelerate Digital Transition to the Cloud with Microsoft Azure Integration

Tecnotree | September 27, 2022

Tecnotree, a global provider of Business Support Systems (BSS) for the telecoms industry announces it will provide Digital BSS products built on Microsoft Azure to Digital Service Providers (DSPs). Through this integration, service providers will be empowered to innovate and adapt quickly while delivering superior customer experiences. Tecnotree, a global provider of Business Support Systems (BSS) for the telecoms industry announces it will provide Digital BSS products built on Microsoft Azure to Digital Service Providers (DSPs). Through this integration, service providers will be empowered to innovate and adapt quickly while delivering superior customer experiences. As 5G and the Internet-of-Things (IoT) reshape the industry landscape, service providers’ IT infrastructure today is more agile & cloud-native along with the underlying applications to support charging, billing & partner functions in a dynamic way. Tecnotree's Digital Suite-5 for consumers and business monetization is built natively to run on Kubernetes and is aligned with the Microsoft Azure cloud to drive multi-tenant, multi-region transformations that allow enterprises to lower total-cost-of-ownership (TCO) by eliminating significant upfront investments. Tecnotree Moments for enterprises and consumers enables a Digital Ecosystem of microservices as an extension of the Digital-BSS-Suite-5 by converting the Moments pre-integrated partner ecosystem into instant revenue generators across industries like: Sports, Gaming, Health & Wellness, Education, and other verticals. This allows Communications Service Providers (CSPs) to seamlessly transform into DSPs, with the opportunity to galvanize their IT ecosystems and launch innovative digital offerings. While tier-1 providers have a clear path defined about migrating to the cloud in the next few years, tier-2 & 3 providers are considering the merits of cloud-based systems. At the same time, new-age providers, and Mobile Virtual Network Operators (MVNOs) are moving quickly towards cloud BSS. "By integrating Tecnotree products with Microsoft Azure, we help service providers bring new services to the market, With this combined offering, DSPs now have the ability to unlock the full potential of 5G investments while having speed at the center of the transformation. As Tecnotree Moments for B2B2X headless commerce launches in different markets around the world as an extension of our Digital offering, the change will redefine the future of digital business.” Padma Ravichander, CEO-Tecnotree Corporation Rick Lievano, CTO WW Telecom at Microsoft says, “With Tecnotree Digital Suite 5 on the Microsoft Azure cloud, Tecnotree enables digital transformation for service providers. By combining Tecnotree’s deep domain expertise and Microsoft’s software capabilities, we help service providers create enhanced user experiences and unlock new revenue streams for the telecom ecosystem.” About Tecnotree Tecnotree is a 5G-ready digital Business Support System (BSS) player, with AI/ML capabilities and multi-cloud extensibility. Tecnotree is the first company in the world to be Platinum Certified by TM Forum Open API standards, and our agile and open-source Digital BSS Stack comprises the full range (order-to-cash) of business processes and subscription management for telecom and other digital services industries creating opportunities beyond connectivity. Tecnotree also provides Fintech and B2B2X multi-experience digital marketplace to its subscriber base through the Tecnotree Moments platform to empower digitally connected communities across gaming, health, education, OTT, and other vertical ecosystems. Tecnotree digital platform products and services today serve over 1 Billion Subscribers globally in over 70 countries. Tecnotree is listed on Helsinki Nasdaq (TEM1V).

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CLOUD SECURITY

SoundHound Unveils Full Suite of Edge and Cloud Connectivity Solutions to Boost Accuracy and Privacy in Voice AI

SoundHound | September 19, 2022

SoundHound AI, Inc. (“SoundHound”), a global leader in voice artificial intelligence, today announced the availability of a whole suite of Edge and Cloud connectivity solutions that will allow brands to voice-enable almost any product, device, or service. Businesses looking to deploy voice AI can choose from options that match their available processing power and end-user needs. These include fully-embedded Edge technology (including a new EdgeLite option), exclusively Cloud-connected technology, or a hybrid combination of Edge+Cloud. The new offerings mean that automakers, smart device manufacturers, and service providers can select for faster and more accurate response delivery, reduced manufacturing costs, and improved flexibility. Businesses embracing these connectivity options include car brands like Hyundai and prominent smart device manufacturers. SoundHound’s selection of on-device Edge solutions allow brands adopting voice technology to grant their end-users greater levels of privacy by keeping data stored locally, so it never reaches the cloud. For cloud connectivity, SoundHound allows brands (and not third parties) full control over data privacy so that they can communicate transparently with their users about how information is managed. “Voice technology is now a must for products destined for the consumer market, but that doesn’t mean it’s one-size-fits-all. Here we’re offering a range of connectivity options that deliver fast and accurate voice AI to meet different needs, The availability of more Edge options will allow businesses to store and protect sensitive data locally – which could help brands build customer trust. Our hybrid options help supercharge speed and accuracy. So whatever the use case or computing capacity, we can match it for optimal results.” James Hom, Co-Founder and Chief Product Officer at SoundHound Available connectivity options: EdgeLite With this fully-embedded voice solution companies can process data locally without cloud-related data privacy concerns. Developers have access to natural language commands with less memory and CPU impact, a bundled wake word, and the ability to instantly update commands. EdgeLite+Cloud All the capabilities of EdgeLite, with the added flexibility to access the cloud to answer queries or push product updates. Edge Fully-embedded voice AI solution with as much Natural Language Understanding (NLU) capabilities to meet customer demand for hands-free convenience – without cloud-related data privacy concerns. Includes full accessibility to custom commands and the ability to create custom domains for proprietary on-device functionality. Edge+Cloud The capabilities of Edge with the flexibility and power of cloud connectivity. Allows companies to deliver the level of cloud connectivity that best matches their products and users. Cloud-Only Equips voice assistants with real-time data and information from the cloud for delivery of the most relevant responses to user queries, with no restrictions from device CPU and memory capabilities (while retaining ownership of your customer relationships and access to data and analytics). SoundHound’s Edge+Cloud solutions use Active Arbitration™ technology to ensure that – regardless of the query – the voice assistant will always return the most accurate answer, fast. Before Active Arbitration, users had to settle for solutions that took several seconds to search one platform and then the other looking for a response. SoundHound's Active Arbitration technology delivers a query to the cloud and the embedded system simultaneously, which facilitates a faster, more accurate conversational experience. “Increasingly, consumers are using their voices to interact with products and devices, and yet many brands are still struggling to settle on the best path when it comes to adopting voice AI,” says Keyvan Mohajer, Co-Founder and Chief Executive of SoundHound. “We’re providing this range of solutions to help any company meet customer expectations of speed and accuracy, with results delivered in the style of natural conversation. And with the right technology in place, voice quickly becomes a new channel to strengthen a brand’s relationship with its customers.” From EdgeLite to Edge to Cloud-only, manufacturers can now use the same implementation software to provide any level of voice-enablement possible. For small device manufacturers and those looking for a smaller processing footprint, EdgeLite solutions allow them to add voice commands to make their equipment safer and easier to use—and the users of the product more efficient. Our EdgeLite+Cloud and Edge+Cloud is ideal for circumstances where a cloud connection may not always be reliable—but where the voice user interface is still required to control the equipment or get critical information. Both solutions also use our Active Arbitration technology to get the best, most accurate results by sending the query to the Cloud and embedded system simultaneously. About SoundHound SoundHound a leading innovator of conversational intelligence, offers an independent voice AI platform that enables businesses across industries to deliver best-in-class conversational experiences to their customers. Built on proprietary Speech-to-Meaning® and Deep Meaning Understanding® technologies, SoundHound’s advanced voice AI platform provides exceptional speed and accuracy and enables humans to interact with products and services like they interact with each other—by speaking naturally. SoundHound is trusted by companies around the globe, including Hyundai, Mercedes-Benz, Pandora, Qualcomm, Netflix, Snap, Square, LG, VIZIO, KIA, and Stellantis.

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