Joya Scarlata is an accomplished and innovative Director of Digital Marketing at Interra Information Technologies, a leading B2B IT Services firm based out of San Jose, California. With a decade of experience in IT and marketing, she is recognized as a thought leader in AI and B2B Marketing. She recently co-authored scholarly articles on AI in leadership and the leadership style of Gen Z and regularly speaks at prestigious seminars and webinars.
In conversation with Keerthana, Correspondent, Women Entrepreneur Magazine Joya Scarlata shares her views on How ML technologies are impacting industries across the board and also she shares about how B2B marketing tactic to convert cold sales leads to warm ones.
How AI is revolutionizing brings decision-making in businesses and the future of business intelligence?
In a nutshell, AI is transforming decision-making in businesses by revolutionizing the speed and accuracy of data processing and analysis. By automating and streamlining data analysis, organizations are empowered to make data-driven decisions accurately and more efficiently. Predictive analytics is another way where businesses can make informed decisions by analyzing historical data in order to predict future outcomes, patterns, and insights. In addition, AI can help automate routine or repetitive tasks which can help free resources to focus on more complex and strategic decision-making.
Overall, AI is revolutionizing business intelligence by enabling predictive insights, improving decision-making accuracy, accelerating data analysis, and also empowering organizations to stay agile and competitive.
How ML technologies are impacting industries across the board and our everyday lives?
It is stating the obvious by saying that in one way or the other, AI/ML technologies are playing a significant impact in both our everyday lives and across various industries across the board. Here are few examples on how machine learning is transforming different industries:
Transportation: There are ML algorithms that are analyzing traffic patterns, weather conditions, as well as historical data to find ways to reduce traffic congestion and enhance transportation efficiency. There have also been advancements in autonomous vehicles.
Manufacturing: AI/ML technologies are also making an impact on the manufacturing industry through quality control, process optimization, and predictive maintenance. ML can help with real-time monitoring and analysis of production processes, which in turn can help with identifying inefficiencies and drive continuous improvement.
Retail: ML algorithms are powering recommendation systems that can provide hyper-personalized product recommendations. Machine learning also helps with demand forecasting, inventory management, as well as supply chain optimization.
Machine learning is also changing our everyday lives in a number of ways to include personalized recommendations (like Amazon and Netflix), smart devices and virtual assistants (i.e. Siri and Alexa), image and speech recognition and so much more. Both AI and ML have become deeply embedded in our daily lives, enhancing personalization, convenience, and efficiency across the board. These technologies are really reshaping the way we interact with the world around us.
What has been the best B2B marketing tactic to convert cold sales leads to warm ones?
I would say there is not one single best B2B marketing tactic that can help convert cold sales leads to warm ones, as it depends on a number of factors. However, one method is through personalized content and tailored messaging. This means it is essential to understand your target audience, their respective pain points, and unique requirements. Through this approach, one is able to establish credibility and build a connection with potential prospects. Another tactic that my marketing team adopts is content marketing by creating in-depth, high-quality content for our target audience. This content comes in the form of case studies, videos, infographics, and blog posts.
How do you create the right culture for effective leadership development? How does leadership develop with experience?
I think there are a number of factors to consider when it comes to creating the right culture. One is fostering an environment that values continuous growth and learning. I think this is so important. Leaders need to be willing to be agile, embrace new challenges, and also seek continuous feedback. There needs to be that hunger to learn and also for that openness to change. Another important factor is the ability to foster a collaborative environment. By promoting teamwork, leaders are able to leverage the strengths of the team members, which in turn helps promote a culture of winning and shared success.
Acknowledging and incentivizing leadership potential holds significant importance. By recognizing the capabilities of emerging leaders, it serves as a motivational factor and in turn, encourages them to actively enhance their skills and actively pursue leadership positions. By celebrating achievements and milestones, regardless of their magnitude, organizations reinforce the significance of fostering leadership development.
In terms of how leadership develops with experience, one needs to recognize that it is a gradual process – effective leadership does not develop overnight. It involves learning from past experiences, challenges and failures, having empathy and emotional intelligence, developing resiliency and adaptability, as well as building self-awareness.
What does mentorship mean to you? How important is mentorship to success?
I am a strong advocate for mentorship due to its significant contribution to my own personal career growth and development. In fact, I regret not seeking mentors early on in my career.
What mentorship means to me is that it is essentially a mutually beneficial relationship or bond between the mentor and mentee. This relationship involves the mentor providing guidance, offering advice and encouragement, and also providing feedback as the mentee navigates their personal and professional journey. I believe mentorship is incredibly important to success and there are a number of reasons why – from knowledge and experiencing sharing to skill development where mentors can help mentees build upon their skills and competencies. In addition, mentors can help mentees with networking opportunities and exposing them to potential career opportunities and collaborations. I highly recommend mentorship!
I have been fortunate to have several exceptional mentors throughout my career, and their invaluable guidance has played a crucial role in shaping the person I am today. I have also had the privilege to mentor incredibly talented and bright individuals and it is exciting to play a part in their professional growth and development.
In my opinion, I believe that establishing a “board of mentors” can be highly beneficial as it provides an opportunity to seek guidance from individuals across various industries and backgrounds. By doing so, you are able to tap into a wealth of perspective, advice, and experiences that span different professional domains.
What is the most valuable lesson you have learned throughout your entrepreneurial journey?
I would say that one of the most valuable lessons that I have learned throughout my career as a digital marketer is the importance of embracing change and adaptability. It is a fast-paced world out there which means it is crucial to adapt quickly to new trends and technologies. Adapting to change means that one has to be curious, hungry, open-minded, and willing to experiment with new approaches. By being adaptable, I personally have been able to keep up with the dynamic nature of digital marketing and help drive business growth in my organization.
