In this episode of The Last Word on Product Marketing, Liza Cichowski speaks with Soizic Sacrez, Vice President of Marketing at the Interactive Advertising Bureau (IAB). They discuss how IAB sets industry standards, the importance of driving consensus among members, and the various marketing strategies used to promote initiatives. Soizic shares insights on member engagement, planning for future initiatives, and measuring success. The conversation also touches on the critical issue of data privacy and how IAB is helping its members navigate compliance. Soizic talks about her career before joining IAB and the leadership lessons she has learned along the way, emphasizing that the key to great marketing programs is the ability to balance art and science. 

Takeaways

• IAB empowers the media and marketing industry to thrive in the digital economy.
• The organization faces unique challenges in rolling out standards and solutions.
• Driving consensus among members is crucial for adopting guidelines and best practices.
• IAB uses various marketing channels to promote its initiatives and resources.
• Member engagement is essential for the success of IAB's initiatives.
• Planning for the future involves collaboration and prioritization of key topics.
• Success metrics vary by project but often focus on awareness and engagement.
• Data privacy is a top concern, with IAB providing resources for compliance.
• Soizic emphasizes the importance of understanding audience pain points in marketing.
• Leadership in marketing requires balancing creativity with analytical insights.

Connect with Soizic Sacrez on LinkedIn:

https://www.linkedin.com/in/sushisoiz/

Check out IAB Tech Lab: 

https://iabtechlab.com

Learn about IAB's Women in Ad Tech Initiative: 

https://okt.to/cDsjPm

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For more information, visit www.lastwordmktg.com.
Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/