For more than 20 years, Kieran Taylor has been leading marketing efforts for a number of high technology firms. He believes that most businesses fail to take advantage of modern methods, such as using content marketing to match campaigns with buyer wants and desires. This is essential when it comes to marketing high tech software and hardware, an industry that is constantly undergoing change and revision as technology advances.
Kieran Taylor specializes in content. In Internet terms, content marketing is creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
The mission of this strategy varies based on the product or service, though the same basic principle applies to nearly all marketing efforts. The basic goal is to clearly identify what a potential customer’s interests are and find ways to inform, excite, and motivate these prospects.
Kieran works in New York City’s Silicon Alley, an emerging area in NYC known for a growing number of startups in the area of Social Commerce. Throughout his career, he has worked to enhance product management and marketing efforts to build value in these startup companies. His prior experience as a technology journalist provides a strong foundation improving high tech companies’ efforts to convert technical differentiators into motivations for purchase.
When it comes to selling tech products, marketers need to take the jargon and technical details out of their campaigns and focus on delivering precise, applicable knowledge to consumers. Kieran Taylor currently works with Blucarat, a social commerce company that focuses on streamlining social commerce initiatives for the world’s leading retailers. Blucarat has a number of partners, such as Google, Amazon, Microsoft, and PayPal.
For two decades, Kieran Taylor has utilized his experience as a social commerce expert to help startups enter the 21st century. Before his current position with Blucarat, Taylor has helped a number of technology companies with marketing, team building, and the transition from operating as pre-revenue startups to profitable companies.
Prior to his role as CMO at Blucarat, Kieran led product marketing for Compuware’s Application Performance Management (APM) business unit. Compuware is now acknowledged as a leader in the APM market which has grown to over $2 billion in annual revenue.
Throughout his career, Kieran Taylor has been involved with sales enablement, demand generation, corporate communications, partner marketing, and other Web-based campaign strategies. In 2010, Taylor (as Senior Director) led the product marketing efforts in North America for Day Software, a high tech startup focused on Web Content Management (WCM). Day Software was acquired by Adobe in 2011.
The business was the director of product management and global marketing for Akamai Technologies for over a decade. Akamai is best known for pioneering development of Content Delivery Network (CDN) services. Beyond CDN services, Akamai delivered cloud computing services built upon J2EE technology, Web services, XSLT and other grid computing applications. During his tenure at Akamai, Taylor was responsible for leading product marketing, industry marketing, partner marketing and demand generation for the company’s services, all to improve Akamai’s sales and close rates.
Akamai also specialized in cloud computing, which, today, is becoming a major influencer in how modern businesses market and become more productive. Clouds, in essence, erase the need for hosting on-site servers for companies. For startups and smaller businesses, this means they no longer have to hire in-house IT services, pay for expensive hardware and software, or manage the risks of owning a server. Instead, clouds are connected entirely through the Internet and allow employees to store, transfer, and download data from anywhere in the world with Internet connection. Cloud providers reduce a company’s technology costs and allow professionals to be more mobile.
Security, however, is a common issue when it comes to cloud computing. Even with off-site management, remote software updates, and other services, clouds have a lot to manage and protect. Neutralizing threats, according to Taylor, is a top priority for cloud computing companies. They need to not only protect their clients, but also ensure there are no end-user holdups because of added security. Akamai has developed cloud security systems that take care of both of these issues.
Prior to Akamai, Kieran Taylor led marketing for another high tech startup that specialized in XLST and XML processing acceleration. DataPower Technology was later acquired by IBM and is now a key component of IBM WebSphere. Kieran also led product marketing for remote access products (VPNs, xDSL, etc.) for Bay Networks which was then acquired by Nortel Networks.
Taylor also worked for TeleChoice Inc. as a broadband consultant. There he helped improve major service providers’ (Sprint, Alcatel, MCI) marketing strategies for products and services.
Kieran’s first foray intom high tech was with working with McGraw Hill where he was a Wide Area Networks editor for Data Communications Magazine. As a journalist covering data networking technologies he became intimately familiar with Frame Relay, Asynchronous Transfer Mode (ATM) and IP backbone switching that is now the foundation of the modern Internet.
Kieran Taylor majored in print journalism at Pennsylvania State University with a minor in Computer Science. Penn State is a public university ranked as one of the top schools in the country. Between its undergraduate and graduate students, PSU has more than 45,000 students and is also one of the largest colleges in the U.S. It was founded in 1855 and continued to grow its 24 campuses over the years and across the world.
In print journalism, students study publishing, communications, and print media. Kieran Taylor was a reporter for the student newspaper the Penn State Daily Collegian. He was the founding editor of the Penn State Journalist and a contributing reporter to the local daily newspaper, the Centre Daily Time.
Earning an education, according to Kieran, is a top priority for career-minded individuals. First off, students need to find an institution where they can thrive. A school as renowned as Penn State is a good start. Next, students need to find a major that applies to the modern business world. Print journalism, for instance, has undergone a number of changes throughout the years as media has gone mostly virtual. Regardless, a handful of these students still find careers in publishing, writing for high-end magazines and newspapers, and marketing.
As CMO for Blucarat, Kieran Taylor is combining all of these previous experiences to help online retailers discover new ways to build social communities that foster brand loyalty and create new purchase referrals for online commerce.
As the chief marketing officer for Blucarat.com, Kieran Taylor is responsible for helping the startup develop and sell its Social Commerce Core engine. The premise of the innovation is that social communities on the Internet should be self-sustaining and self-actualized. In essence, the platform pulls together social marketing with a number of corporate partners, including:
- Laird & Partners
Blucarat helps online commerce companies build rich, vibrant communities directly on their commerce sites. Many retailers struggle in supporting a large number of Social Commerce initiatives; Blucarat’s innovative software helps maximize their social networking campaigns, so that online conversations convert into commerce.
The New York-based startup understands that modern shopping is social; friends inspire others with what they bought, for instance, and the company has seen potential in this idea. The tech company aims to adapt lonely, static ecommerce to a more lively and interactive experience.
Its success largely hinges on social media marketing. When more than half of all adults in the United States have smartphones and just about every consumer has access to the Internet, tapping into these networks is a must for ecommerce businesses. The company’s social commerce solutions crowdsource potential buyers and funnel them into its clients’ Web assets. It utilizes cloud computing with Blucarat Social, too, and understands the basic elements of ecommerce design and implementation.
In the future, Kieran Taylor hopes to continue working with innovative, tech-heavy startups and implementing social commerce systems to help secure more commerce for companies.