Welcome Billy Burnet
XTM International is proud to welcome Billy Burnet who fills the newly-created role of Senior Director of Marketing. Based in Raleigh, North Carolina, USA, Billy will report to Bob Willans and will oversee marketing operations, planning and marketing strategy development, as well as supporting sales with lead generation as XTM International continues to expand market share.
CEO Bob Willans is delighted with the appointment:
“Like all positions at XTM International, this senior marketing role requires initiative and flexibility. Billy has those qualities in abundance, and his track record of leadership and accomplishment in B2B SaaS marketing makes him an ideal fit. We have a market-leading product. Billy’s knowledge and dynamism will help to bring it to the attention of even more enterprise-level customers.”
We had a chance to catch up with Billy and he shared his thoughts on digital transformation and the technology that’s moving ambitious companies forward. He also shines a light on challenges in B2B marketing, and reveals some fun facts about himself.
The rapid pace of digital transformation creates momentum for companies but it also poses challenges. Do you have any best practices to share on how technology providers can thrive in this new normal?
Billy Burnet: There are so many dynamics at play as a result of the pandemic. Ultimately, this time period has shown it is more important than ever to listen to your customers. We need to understand their current challenges, anticipate their future needs, and be ready to help solve and meet them even more effectively than we already are. And, chances are, if you’re solving your customers’ important challenges, there are other companies like them you can help too.
When you lose a key marketing channel such as physical events practically overnight, it can be tough for companies to rebound, even if they had a robust, multi-channel marketing engine already running. A key trend I see going forward is a renewed focus on quality content that truly provides value and actionable insights that aren’t just self-serving about your product or service.
Digital transformation progresses and impacts B2B marketing and technology providers. Have you spotted any trends in this area?
Billy Burnet: As digital transformation continues, a key aspect is data and metrics. While we have more data at our fingertips than ever before, harnessing it to your advantage is critical to be able to make the right decisions quickly.
Another key trend is being able to personalize and automate more than ever before. We have to get the right content in front of the right person at the right time to help influence wherever they are in the buyer’s journey. And intelligent, connected translation technology will enable getting the content to the user on time and on budget. This is where marketing and localization technology converge, contributing to seamless, engaging digital experiences.
I also find it interesting and encouraging that the innovative use of Artificial Intelligence can make a positive difference to overall wellness. Instead of having talented people waste hours on routine tasks that AI can automate, they can use their talent on more value-add or strategic initiatives. When you give people the time and freedom to use their talent instead of being bogged down unnecessarily, they become happier and more motivated. They get up in the morning eager to start work. That’s a hugely positive aspect of XTM Cloud’s application of AI, and I think it’s particularly timely after the year we’ve all had coping with COVID-19.
What kind of technology will marketing teams have to rely on in the 2020s?
Billy Burnet: There are so many great platforms available now to help marketers build out their technology stack. Ultimately, it depends on your priorities. And I think a key piece above all is having connected technology so you can maintain accurate data and, ideally, a single source of truth. Specifically, marketing automation, web analytics, and platforms that help create digital experiences are key. When these systems connect with a next-generation translation management system seamlessly, marketers will see phenomenal ROI.
What do you find most challenging about B2B marketing?
Billy Burnet: I love B2B marketing, but it definitely has its challenges! I think a key challenge is attribution. Despite having more data and better technology available, as marketers, we’re on a never-ending attribution quest to clearly understand exactly what contributed to opportunities and revenue. In some cases, it may seem straightforward – for example, someone visiting your website to request a demo can be seen as the last touch conversion point. But, what was the first touchpoint we had with that individual and/or their company? What were all the activities that contributed to the demo request action along the way? Landing page, content consumption, social media, events, ads, peers? And, what weight did each of those activities have?
There’s rarely direct human confirmation of attribution – we’re relying on technology and our best guess to continue to guide where we invest our time and money. There are a lot of investments in marketing your brand to keep the marketing engine running, steady content development being one of them. Sometimes investing in those areas could be tougher to justify because they may not be seen as direct lead generators.
Why XTM International?
Billy Burnet: XTM International is a fantastic, fast-growing company with superior translation management technology. I was impressed with the team, the customers, the product, the partners and the opportunity to continue to build the XTM brand as a market leader. I’m excited to bring my experience in B2B SaaS marketing to XTM International and help other companies solve their translation challenges.
What aspect of your role at XTM International do you think you will enjoy most?
Billy Burnet: I love getting to work alongside smart, talented, dedicated people. From my very first conversation to even my most recent one, I’ve been thoroughly impressed with the exceptional knowledge and passion each member of the XTM team brings to the (virtual) table every day. I know we’ll be able to do amazing things together.
What’s your motto to live by?
Billy Burnet: There’s a couple of mottos I aim to live by: Do what’s right, even when no one is watching and It’s supposed to be hard. If it were easy, everyone would do it.
Tell us something fun and unique about yourself. When you need some down time, where do you go to find yourself?
Billy Burnet: While I go by “Billy” my full name is William Ely Burnet XI – yes, the 11th. The first William Burnet was a Colonial Governor of New York and New Jersey in the early 1700s. Since then, there have been consecutive generations of William Burnets.
When I’m not working, I enjoy being outside as much as possible. A few things I really enjoy are golfing, running, and trying new craft beers.
Also, living in Raleigh, North Carolina, I’m lucky to be only a couple of hours away from both the mountains and the beach, so it makes quick weekend getaway trips quite easy and fun.
Would you like to work with Billy and the rest of the XTM International team? Check out our open roles.