Nicholas Kontopoulos, VP of Marketing APJ at Twilio: “In 2024, AI will be like giving B2B marketing a sixth sense”

We love speaking to technologists on the cutting edge here at TechFinitive, and Nicholas Kontopoulos, Vice President of Marketing for Asia Pacific and Japan (APJ) at Twilio, more than fits that bill. As you will see, he and his team not only welcome new developments such as AI, they embrace them.

Based in Singapore, Nicholas has a huge job. He oversees the overarching marketing strategy to support business growth in the APJ region and cement Twilio’s position as the leading customer engagement platform (CEP).

Perhaps it’s little wonder, then, that he is always on the lookout for new ideas. As Nicholas says himself, he wants to be “pushed outside of my comfort zone”. Nor is he shy of helping to dictate the future, having written this article on harnessing data to shape the brand experience in a post-cookie world.

Want to know how to shape your brand in the post-AI world? Read on.

Why Dust or Magic? That stems from a quote by legendary American advertising creative director, William Bernbach: “An idea can turn to dust or magic, depending on the talent that rubs against it.” (And if you’re wondering where you’ve heard the name, Bernbach was the inspiration behind Don Draper of Mad Men fame.)

Could you please introduce yourself to our audience? What motivated you to pursue a career in marketing, and how did you embark on your journey in this field?

​​From a chef’s son with business dreams to an insurance underwriter and then sales, it was an unexpected journey that led me to marketing. Each role seasoned my skills, culminating in a passion for creating memorable customer experiences which is what I get to do in my current role as Vice President of Marketing, Asia Pacific & Japan at Twilio.

What are your thoughts on the escalating integration of AI in digital marketing and its potential influence on the future of marketing, Martech and social media?

AI in marketing is a game-changer! It boosts creativity, scales content creation and deepens customer engagement. We’re cooking up a new era! By automating tasks and optimising content, AI enables marketers to be more efficient. The introduction of AI-driven analytics improves personalisation and decision-making, heralding a dynamic future with enhanced customer experiences.

Related reading: 6 AI tools for digital marketing

How do you ready yourself for an AI-driven landscape as a marketing leader? What new skills do you need?

Embracing AI means redefining risk. It’s not just about experimenting; it’s about boldly rewriting the marketing playbook with every new AI breakthrough. Marketers need to acquire skills in data analytics, the basics of machine learning and AI strategy. With an ever-evolving technology such as AI, we’re all learning so we need to embrace continuous learning, foster a data-centric mindset and be adaptable to change so we can leverage AI tools effectively.

Do you anticipate any significant disruptions in marketing and sales technology for 2024? If so, what?

MarTech’s 2024 shift is like upgrading to a high-tech kitchen: streamlined, integrated, fostering deeper insights and stronger business relationships.

Related reading: Generative AI is making sales more efficient – and more human

How do you think AI might evolve B2B marketing and ABM strategies in 2024?

In 2024, AI will be like giving B2B marketing a sixth sense. Imagine ABM with AI’s clairvoyance: hyper-personalised, almost intuitive customer dialogues, turning every interaction into a bespoke masterpiece. We’re not just targeting accounts; we’re anticipating their needs.

What core values have played a pivotal role in shaping your approach to marketing and communication?

At the core of my values lies a commitment to empowering change. I am dedicated to facilitating transformative journeys for both our customers and my teams. By emphasising potent, impactful content, I strive to nurture a culture where every individual evolves into a change agent, driving positive and meaningful transformations.

What major hurdles have you encountered as a marketing leader, and how did you surmount them?

Like so many of us, navigating Covid and economic recessions over recent years have been significant challenges and my optimism and adaptability have been crucial in overcoming them. I coach my teams on agility, preparing them for the relentless pace of change in our dynamic landscape.

How do you ensure you’re up-to-date with the latest marketing trends and technologies, and how do you integrate them into your strategies?

I immerse myself in various podcasts to stay ahead in marketing, constantly scanning for fresh ideas across industries. This diverse insight fuels my creativity and strategy. Pushing beyond my comfort zone is key; it’s where true innovation lies.

What piece of advice would you offer to fellow marketing leaders that has been particularly beneficial to you personally?

Champion the empowerment of your team by pushing decision-making to the edges, fostering agility, and enabling scalable operations for your organisation. Cultivate a culture that not only encourages but celebrates experimentation, learning and adaptability, providing a safe environment where team members can innovate without the fear of failure. This approach not only enhances individual and collective growth but also fuels a dynamic and resilient organisational ethos, essential for navigating the complexities of today’s ever-evolving business landscape.

Are there any startups in the Martech industry that have piqued your interest lately?

I’ve heard great things on the grapevine about Protaigé, an Australian MarTech GenAI startup. It’s redefining speed, scale, and personalised storytelling in customer journeys. I’ll definitely be keeping a close eye on their journey.