121: Anthony Lamot: Why we’re all exhausted by marketing emails and what to do about it

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Anthony Lamot 🐧, CEO and Co-Founder at DESelect.

Summary: From early stage founder advice and keeping up with the galaxy of martech tools to email fatigue and AI’s convergence with neuroscience, this episode journeys through deep marketing space. Anthony gives us practical advice for tracking martech trends but also keeping the timeless fundamentals in mind. We take a pit stop in email marketing land discussing true personalization, engagement tactics without overwhelming users, and if we’re really ready to give the wheel to AI (spoiler, we’re not). We also explored innovative uses of ChatGPT, the speculative future of AI and neuroscience and how to thoughtfully integrate AI into your product.

About Anthony

• Anthony started his career as a CRM consultant at Deloitte Belgium where he got his first taste of SFDC
• He moved over to Waeg (wahg) as a business & tech consultant where he continued advising companies on CRM but also started expanding to martech
• He later joined 4C as a Lead Consultant for Marketing Automation
• He took a turn in-house on a 1 year contract as Marketing Automation Lead at Toyota Europe where he rolled out SFMC
• During his consulting years, Anthony teamed up with his friend Jonathan where they met at Deloitte and they each started three startups from scratch, of which the first one was together
• In 2019, Anthony and his co-founder went all in on their 4th startup; DESelect
• Today, over 1000 organizations use the marketing optimization platform, including T-Mobile, Volvo and Cornell University and many more

Taking the Entrepreneurial Plunge

Anthony was asked about what steps should be taken by those looking to start their own business, and his advice was nothing short of bold: drop everything else and dive in. He likens this to a dramatic moment from history—imagine being at the siege of Troy where the commander torches your only ride home. It's a vivid picture of commitment; there's no going back, so you might as well give this fight everything you've got. This total commitment, Anthony argues, is crucial because it keeps you sharp and wholly focused on your venture.

He openly admits that feeling 100% sure of yourself all the time isn't realistic. Doubts creep in, and that's normal. But, Anthony believes in a kind of all-or-nothing approach. It's either you make it, or you don't, and while this sounds stark, it simplifies many decisions and helps keep your spirits up. According to him, being an entrepreneur is about pushing past your comfort zone and constantly dealing with the discomfort of uncertainty.

Confidence does more than just keep you moving forward; it's also a beacon for others. When you believe deeply in what you're doing, it shows, and that energy is magnetic. It attracts the right kind of people to your team—those who are not just skilled but who also share your passion and drive.

Key takeaway: Dive deep into your entrepreneurial journey with no backups to distract you. This level of commitment sharpens focus and fosters a necessary resilience that not only propels you forward but also draws in a team as dedicated as you are. This combined momentum is often what turns startup dreams into reality.

Validating Business Ideas Before Coding

Anthony shares a refreshing take on starting a new venture, underscoring the significance of validating an idea before plunging into development. He suggests selling the concept before writing a single line of code, a strategy that contrasts sharply with the more traditional path of product development. This approach involves interacting directly with potential customers to gauge interest and gather feedback, which is crucial for shaping the product in its earliest stages.

Drawing from his own entrepreneurial journey with a previous venture, Anthony recalls the pivotal moment he identified a real problem to solve. This insight didn't come from brainstorming in isolation but from his observations while consulting. Noticing marketers' frustrations with certain technical tasks provided the initial spark for his business idea. By focusing on a concrete problem experienced by many, he set a solid foundation for his startup.

The true test of his concept came when he leveraged his existing network within the Salesforce ecosystem. By discussing the potential solution with former clients and gauging their interest, Anthony not only reaffirmed the demand but also built initial customer relationships. This method proved powerful when a client's request for a price quote pushed his team towards actual product development—a clear sign that the market saw value in their idea.

Key takeaway: Start by selling your idea before you build it. This strategy not only tests the viability of your concept beyond immediate acquaintances but also engages potential customers early in the process. By involving them in the development journey, you can ensure that your product addresses real needs, enhancing your chances of success. This proactive engagement can be a crucial strategy for marketers looking to validate and adapt their innovations effectively.

How to Keep an Eye on All the Changes in Martech?

Anthony kicks things off with a half joking nod to the Humans of Martech podcast, suggesting that a regular listen might be just what’s needed to keep up with the fast-paced world of marketing technology. His real answer though is: get your hands dirty.

Forget spending your weekends buried in whitepapers or certifications—though they have their place, Anthony argues that nothing beats real-world experience with the tools themselves. He points out that a few minutes spent tinkering with new software can teach you more than hours spent in seminars or reading product marketing materials.

He’s quick to criticize the heavy reliance on analyst reports and industry experts, which he feels can obscure more than they illuminate. Anthony's experiences have shown him that many of these resources are tangled up in marketing strategies or even pay-to-play arrangements, which don’t always give the clearest picture of a tool’s value.

Anthony also believes that companies should carve out a portion of their resources for pure experimentation. He recommends about 10%—not just as a token gesture but as a genuine investment in future capabilities. Sure, some ideas won’t work out, but those that do could be game-changers, providing significant advantages down the road.

Finally, Anthony underlines the importance of community involvement. Whether it’s joining user groups, attending tech meetups, or just going out for dinner with peers, the connections you make and the insights you gain can dramatically steer your career and enhance your understanding of the field.

Key takeaway: Dive into the practical side of martech and engage directly with the community. This hands-on experience and network involvement are invaluable for staying updated and effectively navigating the complexities of the marketing technology galaxy. These efforts will enrich your personal growth and improve your org's innovative capacity.

The Timeless Essentials of Martech Expertise

When diving into what makes someone exceptional in the martech field, Anthony gets right to the point: it’s all about knowing the fundamentals of marketing deeply and personally. While it might seem like a given, Anthony shares from his own experience how crucial this understanding is. Coming from a tech and CRM-heavy background, he admits that fully grasping what marketers need didn’t come immediately. It’s not just about the tools; it’s about knowing the people using them—their ...