Who is OpenX?
OpenX is a supply-side platform (SSP) that is a leader in advertising technology, and is helping to create a world where the open web thrives. The company powers advertising on web, mobile, and connected TV formats, enabling marketers to reach their target audience across OpenX’s global network of publishers. OpenX works with more than 130,000 premium publisher domains and receives more than 300 billion ad requests every day. OpenX is a certified CarbonNeutral® company and is verified for having fulfilled their SBTi Net-Zero targets.
Situation
OpenX approached Fluvio to help with one key goal: help OpenX on its journey to build a modern product marketing organization. Expansions of product marketing capabilities had been approved, and these injections of effort and investment needed to succeed, quickly. Practically, the OpenX team required assistance gathering and integrating market and voice of customer insights, while installing proven frameworks and a support structure for investments in incremental PMM FTEs and leadership.
Solution
Fluvio embedded a team with OpenX for nine months, embarking on numerous strategic projects to create foundational assets that underpin future projects while also creating deliverables that drove quick impact. As the in-house team continued to grow and evolve, Fluvio’s outputs and insights were paired with customized professional development closely aligned with overarching initiatives and projects.
CLIENT INTERVIEW
We sat down and interviewed Amanda Forrester, Vice President of Marketing at OpenX, to get her thoughts on our work together over the past year.
Amanda Forrester
Vice President of Marketing, OpenX
What problems were you encountering that led you to believe a product marketing consultant could help?
Put simply, we couldn’t risk a misstep or delay. In the last few years, OpenX has made significant investments in teams and technology across the go-to-market function. From expanding our revenue teams to becoming an innovator in cookieless solutions, CTV, and sustainability we’ve created a unique opportunity to drive success and market share. All this requires our team to have a razor-sharp understanding of our partners and market, and we couldn’t wait until we had an expanded PMM team recruited, hired, and on boarded to identify and act on customer needs.
Why was Fluvio the right fit for OpenX?
Fluvio brought a lot of capabilities to the table right off the bat, and demonstrated to us that they had proven approaches to get us the insights we needed. We liked that Fluvio was 100% focused on the discipline of product marketing, and had a strong track record of diving in and producing speedy results with many types of clients and industries.
On top of this, Fluvio was focused on helping us accelerate our team’s capabilities, from partnering with individual PMMs to augment their projects to a focus on holding regular, relevant professional development sessions — this was particularly helpful in connecting the new and old teams. We appreciated their outlook on both delivering impactful work while helping build our team’s capabilities every step of the way.
“After delivering on our initial project goals, Fluvio’s consultants were able to pivot to new, challenging priorities and deliver significant ongoing value for OpenX which is incredibly important in the programmatic landscape.”
What are some of the benefits you’ve experienced since you kicked off the partnership?
One of our early charges to Fluvio involved diving deep into one of our primary market segments to gather insights that would power updated messaging, positioning, ICPs, and personas. Through primary research and interviews, our consulting team did much more than create assets – instead, they delivered net new insights and customer needs that ultimately revised our approach to the segment.
This work made it clear that we needed a similar project in another key segment, and we quickly expanded our relationship with Fluvio to make that possible. In each case, they created partnership and buy-in across our teams, leading to research readouts that sparked discussion and change across the organization.
“Working with Fluvio was seamless. Beginning on day 1 of our partnership, Fluvio helped me accomplish quick, impactful wins around messaging and customer insights that laid a solid departmental foundation I could build upon. This gave me the freedom to ensure I could focus on high-priority product launches and grow a strong PMM organization.”
What does Fluvio offer that is unique?
Their collaborative approach and frameworks. We asked Fluvio to finally tackle a thorny, complicated internal marketecture task previously considered “impossible” by some team members. They quickly deployed their methods, alongside the relationships they’d already built, to bring this to a surprisingly quick resolution. The end product earned us a major “Wow” factor within the organization, and the in-depth resource created is something we reference leverage every week.