Darby Sieben is a prominent figure in the marketing and advertising industry, currently serving as the Chief Product Officer at Unbounce. With a strong background in digital transformation and a keen interest in leveraging AI technologies, Sieben has played a significant role in shaping the success of various companies throughout his career.
Before joining Unbounce in June 2022, Sieben led RBC Ampli Inc., a consumer-focused cashback application, as part of the Royal Bank of Canada. His leadership helped transform the company into what is now known as Ampli by Avion Rewards. Prior to his work at RBC, Sieben spearheaded the digital transformation of Yellow Pages Group in Canada. Under his guidance, Yellow Pages successfully transitioned from a print directory to become one of Canada’s leading digital sellers of websites, search, and digital advertising, with a focus on the SMB (small and medium-sized business) segment.
Sieben’s decision to join Unbounce was motivated by several factors. First and foremost, Unbounce is widely recognized as an iconic brand in the landing page space. Additionally, as Sieben delved deeper into the company’s vision and dedication to helping marketers, he became increasingly excited about their use of data and AI to build innovative products.
Unbounce’s core mission has always been to empower marketers with tools that drive better performance. They believe that dedicated landing pages can outperform static websites, and their track record over the years has proven this to be true. The company has embraced AI technology and has introduced AI-powered products like Smart Traffic and Smart Builder to further enhance their offerings. With over 2 billion data points on conversions, Unbounce is uniquely positioned to provide valuable insights, benchmarking, and recommendations to its clients, giving them a competitive advantage in the market.
When asked about the impact of AI on modern marketing and advertising operations, Sieben emphasized its potential to revolutionize various aspects of the industry. From ideation and content creation to performance optimization and in-depth reporting, AI has the power to drive significant improvements across the board. Sieben encourages marketers to embrace AI tools and stay ahead of the curve, as it is inevitable that AI will play a crucial role in shaping the future of marketing.
For B2B marketing teams looking to implement AI-powered tools for the first time, Sieben suggests a few best practices. First, it is important to clearly define the objectives and problems the tools aim to solve. This will help cut through the noise and focus on the tools that align with specific needs. Additionally, teams should consider whether they require horizontal or vertically focused tools, depending on their specific use cases. Lastly, Sieben emphasizes the importance of actually using the AI tools and gaining firsthand experience, as they can provide a competitive advantage and help marketers excel in their roles.
Addressing the “AI will take your job” debate, Sieben believes that AI will not replace marketers but rather change the nature of their work. While AI can automate certain tasks and accelerate processes, there will always be a need for human marketers to strategize, execute complex problems, and make critical decisions. The key lies in leveraging AI as a tool to enhance performance and productivity, allowing marketers to focus on higher-value activities.
Beyond his expertise in marketing and partnerships, Sieben also shares valuable insights on building impactful partnerships. He views partnerships as opportunities to create value for all stakeholders involved and stresses the importance of thoroughly understanding the finance, IT, legal, and operations aspects of the partnership. By being well-versed in these areas, marketers can extract the most value from partnerships and navigate the complexities of executing successful deals.
In conclusion, Darby Sieben’s career journey has been marked by a deep understanding of digital transformation, AI technology, and strategic partnerships. As the Chief Product Officer at Unbounce, he continues to drive the company’s mission of empowering marketers through AI-powered products and data-driven insights. His expertise and insights make him a respected figure in the marketing and advertising industry, and his dedication to staying at the forefront of emerging technologies ensures that Unbounce remains a leader in the field.
In addition to his roles and accomplishments, Darby Sieben has always been passionate about staying ahead of the curve and driving innovation in the marketing and advertising industry. He believes that continuous learning and adaptation are crucial in an ever-evolving digital landscape.
Sieben recognizes the importance of staying connected with customers and understanding their needs firsthand. He encourages marketers to spend time on the front lines, engaging with customers, vendors, and stakeholders. By actively listening and having focused conversations, marketers can gain valuable insights into consumer behavior and make informed decisions that drive their businesses forward.
Another key aspect of Sieben’s approach to successful partnerships is effective communication. He emphasizes the need to tailor communications to specific stakeholders and keep them concise and to the point. Leading with the conclusion and focusing on the “why” rather than the “how” can help stakeholders understand the value proposition and facilitate smoother decision-making processes. Additionally, Sieben highlights the importance of pre-selling at every stage of a deal, ensuring that all stakeholders are aligned and any potential surprises are mitigated.
Sieben’s expertise extends beyond marketing and partnerships. He is well-versed in the financial aspects of business, with a deep understanding of reading financial statements, financial modeling, and the implications for companies and their partners. This knowledge allows him to extract maximum value for stakeholders and make informed decisions based on comprehensive financial insights.
With his diverse background and experience, Sieben has established himself as a thought leader and a trusted advisor in the industry. His insights and recommendations have helped numerous businesses navigate the complexities of partnerships, digital transformation, and AI integration. He continues to contribute to the industry through speaking engagements, articles, and mentoring aspiring marketers and entrepreneurs.
As technology continues to advance and shape the marketing and advertising landscape, Darby Sieben remains at the forefront of innovation, driving the adoption of AI-powered tools and strategies. He firmly believes that AI is not a threat to marketers’ jobs but rather an enabler that allows them to focus on higher-level, strategic initiatives. By embracing AI technologies and leveraging them effectively, marketers can enhance their productivity, deliver better results, and create impactful campaigns.
Darby Sieben’s career and contributions serve as an inspiration to marketers and industry professionals worldwide. With his wealth of experience, deep understanding of partnerships, and commitment to innovation, he continues to make a lasting impact on the marketing and advertising industry, driving businesses towards success in the digital age.
