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It’s time for modern marketers to drive impact with more precision based on data and insights. Aaron Kechley, CEO at Zappi weighs in with tips and best practices for 2025 in this MarTech Series Interview:
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Hi Aaron, tell us about yourself and your journey in the SaaS market?
Thank you for having me. Excited to be here today! For a bit about me: I’ve spent my career helping brands solve complex problems with data. I spent 15 years in the digital media industry where I saw firsthand how technology shifted the industry from a manual services-based model to an automated, self-service-dominated model. When I was at dataxu, we built AI-powered media optimization tools and at my previous company, Inmar Intelligence, I launched and led the retail media platform to over $165M.
The common thread in my career has been making data more actionable for marketers. That’s what drew me to Zappi—the opportunity to help leading brands build stronger consumer connections through insights, leading to faster and better decisions. I’m excited to lead a company that’s not just adapting to change but helping drive it forward in the insights industry.
Why in your view should more marketers capitalize on how they use customer data to draw insights and drive impact? Key pointers for B2B SaaS marketers especially?
Brands have become too reliant on 3rd party borrowed data—it’s costly, limited, and undifferentiated..
This focus on borrowed data means marketers have ample access to “what” data— insight into the actions taken by consumers. The future belongs to companies that own and control their first-party data. That’s where I think there’s a massive opportunity in brands expanding first-party access to more “why” data – which brings to light the changing attitudes and preferences that make up decisions. Market research fills that gap. It provides context, helping brands predict and shape behavior rather than just reacting to it.
For B2B SaaS marketers, the key is integrating first-party insights into every decision in a connected, continuous way. Instead of relying solely on past performance metrics, leverage real-time feedback to optimize messaging, refine go-to-market strategies, and future-proof your marketing investments.
How can modern marketing teams equip themselves with the right AI powered martech and processes to boost this cycle and output?
With AI, it’s easy to get caught up in the next big tool, but the real question isn’t how to use AI—it’s why. The best marketing teams don’t chase technology for its own sake; they start with a business challenge and apply AI where it delivers a real, measurable advantage. AI only creates value when it’s aligned with strategic objectives.
The key to making AI work isn’t just the technology—it’s the data that fuels it. Differentiated outcomes require differentiated data. If marketers rely on the same generic, commoditized data sources as everyone else, they’ll get the same results as everyone else. The real competitive edge comes from proprietary insights, unique customer signals, and rich contextual data that train AI to drive smarter decisions, not just faster ones.
That’s why choosing the right partners matters. Look for companies that don’t just offer AI-powered tools, but actually understand how to apply AI to complex, real-world marketing challenges. The best partners know how to integrate AI with high-quality, distinct data sets to generate meaningful, brand-specific insights.
Finally, experimentation is critical. AI thrives in environments where teams can test, refine, and iterate—without compromising data privacy or breaking core processes. Brands that take a structured but flexible approach to AI adoption will be the ones that unlock its full potential.
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What B2B marketing tactics work better today in 2025 than previous years based on your observations and conversations with peers?
Some of the most effective B2B marketing tactics in 2025 aren’t new—they’re just being executed with more precision and purpose. Brand-building, for example, has never been more critical. In a world where AI is making execution easier and faster, differentiation comes from trust, reputation, and distinct positioning. When your brand is known and credible in its category, everything else—demand generation, sales velocity, even pricing power—becomes more effective.
Events are another area where the fundamentals still hold true, but their role is evolving. We’ve reached the limits of virtual-only engagement. The companies winning today are those that invest in high-quality, in-person interactions where real conversations happen, questions get answered on the spot, and relationships form in ways digital channels can’t replicate. AI-powered insights can enhance these efforts—helping brands personalize event outreach, tailor messaging, and make every interaction more relevant.
Ultimately, while AI and data-driven precision have made targeting more efficient, the core truth remains: showing up, building real relationships, and ensuring the market knows who you are is what drives long-term impact. The difference today is that the best marketers are leveraging AI to do it smarter, not just faster.
Can you share a little about some leading technology brands who offer unique marketing and customer experiences that stand out for you?
You mean besides Zappi?! Haha, yes, here are a few companies that really stand out to me for the way they use AI and technology to improve customer experience while keeping things easy to use. Monday.com does a great job of weaving AI into its productivity tools in a way that actually helps workflows without feeling intrusive. HubSpot continues to be a leader in customer-first marketing, using AI-powered automation while still keeping that human touch. Microsoft and Google are making AI more accessible across their entire suites to enhance their general-purpose tools..
Another is ChatGPT, which I use all the time. I think we need to move past the stigma around AI-generated content—it’s not about perfection, but about having a smart starting point that saves time and sparks ideas. Claude is another emerging tool that I find really compelling; it’s great for more nuanced reasoning and content creation. I am eager for these tools to get better at data analysis, which is coming along, but not quite there yet. AI is becoming a bigger part of how we work, and the more we embrace it, the more we can focus on the things that really matter.
Five martech innovators that you’d like to highlight more about in this martech conversation before we wrap up?
Circle and Canva are two tools we use all the time at Zappi, and they’ve changed the way we work. Circle helps us build real connections with our customers, creating a space for idea-sharing and collaboration. Canva has transformed content creation, making high-quality design accessible to everyone with AI-powered tools that simplify the process.
Some others that come to mind are Consensus, Criteria, Ceros and Loopio. Each is disrupting a different part of the enterprise in an exciting way. It’s exciting to see technology making businesses smarter, faster, and more connected.
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About ZappiAbout Aaron KechleyAbout Zappi
Zappi is a leading consumer insights platform that connects brands with consumers. Through AI-powered software that delivers connected insights, Zappi empowers brands to make faster, smarter, and consumer-driven decisions by leveraging real-time, continuous consumer feedback.
About Aaron Kechley
Aaron Kechley is the CEO of Zappi, where he is focused on driving the company’s growth strategy, expanding its global presence, and enhancing its platform to deliver transformative consumer insights solutions. At Zappi, Aaron’s leadership supports the company’s vision of building a connected insights ecosystem while empowering brands with data and insights that enable consumer-centricity at scale.
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