Mastering Data Analytics for Business Success | Christina O’Reilly from Pythian

Christina O’Reilly: I’m great. How about yourself, Ernesto?

Ernesto: I’m doing great. Great. Thank you so much for asking. And, well, I’m sure our listeners are tuning in, wondering what Pythian is all about. So, Christina, in your own words, tell us a little bit more.

Christina: Absolutely. So, Pythian is a global data analytics services provider that offers a full spectrum of services across data analytics, AI, cloud, and infrastructure. We have over 26 years of experience and 400 customers globally. We help customers understand that organizations face all data stages. They have so many different data lifecycle stages, and we help them achieve the most out of their data. Sometimes it’s not a clear path forward to how to achieve that. They have fragmented data silos, complex legacy systems, and where does AI fit in all of this? So we work with our customers to help them maximize the capabilities and the strengths of their data and analytics.

Ernesto: Great to hear that. So, our listeners could get a good understanding there of Pythian. Christina, what would you say is that key problem that you guys like to solve for clients?

Christina: At the end of the day, we provide that clarity and support to understand how to meet certain needs within the organization, whether it’s strategy and planning or data governance gaps. They may have compliance and database security issues or they’re trying to wrangle a database migration or modernization project. We provide the insights behind the scenes and the strategy and direction to help support that. It truly is an end-to-end portfolio of services that we offer and problems that we solve for.

Ernesto: Great. And so, is there a vertical segment? Is there an ideal ICP that Pythian likes to go for?

Christina: We have a diverse customer base. It ranges from retail, e-commerce, media, telco, entertainment, financial services, SaaS, and technology companies, all the way to manufacturing and transportation. At the end of the day, data and analytics problems exist across all industries, not just a particular vertical.

Ernesto: I would totally agree with that. How would somebody then usually find out about Pythian? Is there a top client acquisition channel for you guys?

Christina: Great question. You can find us in many places, obviously through the traditional norms such as Google Ads and LinkedIn. We do a lot of outreach there. We work with a lot of industry SMEs, subject matter experts, specialists, and industry analysts. So we really provide that comprehensive view. At the end of the day, we go where our customers are going. We try to follow them so that we are alongside them on their journey.

Ernesto: Great. Our listeners who are tuned in could go out and visit you guys. They could always check you out at pythian.com. What role does the website play for client acquisition then, Christina?

Christina: That’s a great question. A website can have multiple roles and functions for us, depending on the journey and the type, whether it’s an existing customer or someone who’s just searching us. Today’s customer and prospect have developed a level of maturity before they get to your website. They’ll do their homework, they’ll do their research, they’ll talk to their peers to understand. Have you heard of Pythian? Our website right now is meant to serve two functions: inform and educate. We have a massive following around our blogs, so our website gets a lot of traffic due to our subject matter experts who blog a lot. It serves as a source of information and validation. The content we serve up on our website is meant to inform, educate, answer questions, and validate the information they’ve been trying to source.

Ernesto: It does. It does. So, what tools or tips would you recommend for some website lead generation?

Christina: Great question. At the end of the day, we need to make sure that the content matches what you’re putting out outside of your website, whether it’s AdWords or LinkedIn retargeting. There needs to be that symmetry. Also, pay attention to the content you’re putting out there. People have little tolerance for fluff. It’s all about the proof points, the outcomes. Who are the customers that you have that can help solve that so they can understand the end result and the business outcomes you’re driving? Limit the fluff and make sure your content is on point. Ensure your content is optimized. Your website should not be a one-and-done; it should be part of your integrated marketing strategy, revisited multiple times throughout the year. Content needs to be refreshed constantly. Technology and AI advancements are moving quickly, and your content needs to keep up. Make sure your website is part of your extended marketing strategy, personalized for the end user. Those are some considerations.

Ernesto: Thank you so much for sharing that. Let’s switch gears a little bit, Christina. As the senior vice president of marketing at Pythian, what are some key tasks you like to focus on in your day-to-day work?

Christina: Great question. The number one thing lately is making sure I’m not the roadblock and ensuring that when my team needs things from me, I don’t end up roadblocking them. When you have a large team, it can sometimes be a challenge. Checking in on the team and making sure they have everything they need to do their jobs. Are they equipped? What are their roadblocks? That’s really how I approach my day-to-day.

Ernesto: Perfect. In those between times, how do you stay up to date with all the marketing news, trends, and strategies? Is there a preferred channel you like to go with?

Christina: I think newsletters are still one of my favorite sources of information. It comes right to your inbox. There are some fantastic newsletters out there. LinkedIn is probably my other source of information to stay up to date. There are a lot of great leaders sharing their approaches, ideas, and strategies. So those would be my top sources of information.

Ernesto: Great. That way, our listeners could go ahead and listen to those. Well, let’s jump into our next section, Christina, which is our rapid-fire question round. Are you ready for them?

Christina: I think so.

Ernesto: Perfect. First off, what is the last book that you read?

Christina: Oh, can I give you two? I sometimes read two at the same time. The last book I read on the business strategy front is called “Extreme Ownership.” It’s how US Navy SEALs lead and win. I thought that was a great analogy of taking ownership and leadership to the next level. On the personal side, I love Sci-Fi trilogies, so I was reading Rebecca Ross’s “Divine Rivals.” I also love Kate Quinn, so anything from Kate Quinn is up my alley.

Ernesto: Great read for our listeners. Next, what is one single thing that Pythian is focused on at the moment the most?

Christina: From a marketing standpoint, as a company, I would say we are really focusing on helping our customers get their data state in order. How do they handle all their fragmented data and silos to achieve that AI utopia everyone’s talking about? We’re helping them wrangle their data to utilize and get outcomes and insights. From a marketing standpoint, we’re focusing on being that single source of truth for our customers and prospects, amplifying their achievements, and working with our SMEs to share knowledge globally.

Ernesto: Love that. If there were no boundaries in technology, what would be the one thing you want to have fixed for your role as a marketer today?

Christina: I think that any company, regardless of the industry, faces data challenges. Seamless and accurate cross-platform data integration is crucial. We gather data from so many different tools and technologies, and integrating that seamlessly to leverage it for insights is key. Unified data systems that consolidate data from various sources would be a game-changer. That would be my what-if scenario.

Ernesto: Love that answer. Next, if there’s one repetitive task that you could automate, what would that be?

Christina: That’s a great question. Your timing is impeccable because we just came back from Google Cloud Next in Las Vegas, and I’m now in expense world. If I could automate that, it would be amazing. But more importantly, I think it would be reconciling customer and prospect data from our CRM system more effectively. We’re bringing in AI tools to help with that. It’s not just about gathering data but interpreting and applying it to maximize efforts. That’s where we are right now.

Ernesto: Lastly, Christina, you have tons of experience in the marketing world. What is the one piece of advice you would give yourself if you were to restart your journey as a marketer today?

Christina: Can I give you two? I think the first one is making sure your data set is as clean as possible from the beginning. With new technologies and tools, it’s important to not just gather data but understand how to apply it. The second one is more personal: lean in, trust your gut, and take advantage of as much training as possible. Technology is advancing quickly, so staying on top of it is crucial for today’s marketer.

Ernesto: I would definitely agree. Thank you so much for sharing those pieces of advice. Christina, we are coming to the end of the show, but before we do, I want to give you the last word. If someone forgets everything about the interview today, what is the one thing they should remember about Pythian?

Christina: The one thing I would say is that Pythian works with customers to help them understand their data estate and amplify their efforts. We are leaders in database modernization, analytics, AI, and cloud. We are here to help with their data journey.

Ernesto: Great. You can visit Pythian at pythian.com. Christina, thank you so much for being on with us today.

Christina: Thank you.

Ernesto: To our listeners, thank you for tuning in. I’m looking forward to our next episode of Pathmonk Presents. Thanks a lot, Christina.

Christina: My pleasure.