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Perpetual's journey with Optimizely: Scaling globally, embracing data & breaking silos
In our 'Customer Confidential' series, Gautam Bawa, Senior Customer Success Manager at Optimizely, sits down with customer Martin Whelan, Head of Marketing & Brand at Perpetual. They discuss how Optimizely’s Content Management System supports the company’s global expansion, unifying diverse businesses for scalability and cost efficiency. The platform has helped onboard smaller brands while ensuring regulatory compliance across regions. By aligning on common strategies, Perpetual overcomes silos despite time zone challenges. Whelan highlights the importance of stepping out of comfort zones, embracing data, and building strong partnerships with tech and agency teams.
Driving marketing success with data, AI, and partnerships
Key Points
- Martin Whelan is Head of Marketing & Brand at Perpetual, overseeing digital and website teams.
- Martin discusses how marketing has evolved with data and technology, helping businesses better understand customers.
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He touches on how AI is enhancing data-driven practices, expanding beyond marketing to areas like contact centers and financial services.
- Martin believes strategy is only effective with strong execution, relying on technology and agency partners. Successful leaders view agencies and partners as extensions of the business, not transactional relationships.
- Treating partners with respect and fostering collaboration leads to greater value and better long-term results.
Global scaling and data privacy in a regulated environment
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Key Points
- Operating in a highly regulated banking sector, the focus is on using data responsibly while respecting privacy and ensuring compliance.
- Data helps deliver the right product at the right time, improving both customer experience and business outcomes.
- The company is transitioning to a pure-play asset manager, so the importance is focusing on scaling a single global platform to support multiple brands efficiently.
- Over the next 24 months, the goal is to consolidate websites into one platform for cost-efficiency and to maintain brand autonomy globally.
A career shaped by Technological Transformation
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Key Points
- Martin's career has been shaped by the shift to digital, especially with the iPhone revolutionizing marketing.
- He gained valuable experience working on CommSec, a startup within Commonwealth Bank, which sparked an early interest in digital.
- Martin embraced digital marketing from the start, staying relevant by adapting to technological changes that others feared.
Overcoming challenges with technology and governance
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Key Points
- Perpetual was scaling globally, acquiring businesses in the US, UK, and Europe, needing a platform that could support multiple brands and regions.
- A scalable, cost-effective CMS was required to deliver a seamless web experience and meet business needs.
- Governance was crucial due to varying regulations in the UK, Australia, and the US, ensuring data compliance and proper client interaction in each market.
Cost-effective digital growth
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Key Points
- Perpetual is in the early stages of transitioning more businesses onto Optimizely's Content Management System.
- Success has been seen with UK’s J O Hambro, Perpetual in Australia, and the global parent brand.
- Smaller financial businesses were onboarded cost-effectively using common code.
- This approach reduced reliance on legacy technology and enabled scalable growth.
Improving global collaboration with one platform
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Key Points
- Working across global time zones creates silos and makes collaboration difficult.
- Agreeing on a shared strategy with components like technology and platform (Optimizely's Content Management System) helps break down these silos.
- Using a single platform promotes collaboration and efficiency across regions (Australia, UK, and US).
- The focus on efficiency and shared resources fosters greater collaboration across the business.
Embracing Challenges for Growth
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Key Points
- Martin advises the new generation of marketers to take on difficult or unwanted projects. These are often challenging but offer great opportunities for growth and visibility within the organization.
- It's important not to get too comfortable in your role. Taking on tough, exciting tasks can lead to personal and professional growth.
- While challenging tasks may be demanding, they can also be the most rewarding and engaging, making the work feel more fulfilling.
Bransch
Financial services
