In this episode, host Rebecca Wine, Market Insight Strategist at iPaper, dives into the Martech adoption gap—a challenge where only 50.8% of Martech tools purchased are actually used (according to the CMO Survey). Rebecca is joined by Nynne Krogh Kiesbye, a Martech consultant at Vertica, to explore:

• Why the Martech adoption gap exists
• How decision fatigue and resistance to change affect tool adoption
• The importance of calculating ROI and aligning tools with business value
• Implementing Martech with better stakeholder collaboration

💡 If you're a retailer struggling to unlock the full potential of your Martech investments or seeking strategies to overcome the gap, this episode is for you!

🔗 Learn more about iPaper: https://www.ipaper.io
🔗 Link to the CMO Survey: https://cmosurvey.org/results/spring-...
🔔 Don’t forget to like, comment, and subscribe for more insights into Martech, digital-first strategies, and digital transformation.

Produced by iPaper & Podcaster.dk
Recording, editing and mixing: Dennis G. M. Jensen / podcaster.dk

Welcome to the inaugural episode of Future Ready: The Podcast for Retailers Leading the Digital Charge!

🎙 Join Rebecca, Market Insight Strategist at iPaper, as she sits down with iPaper’s CEO, Mark S. Rasmussen, to explore the journey behind iPaper—from its origins of automating PDF catalogs to becoming a global player in digital transformation for eCommerce and retail.

💡 In this episode, you’ll learn:
The origin story of iPaper, starting with a request from Bang & Olufsen to create a flippable digital catalog in 2005. Key challenges faced during scaling, from agency-driven projects to international expansion. How automation became the DNA of iPaper's innovative solutions. Why iPaper shifted its focus to eCommerce and retailers for maximum impact. A preview of Project Horizon: iPaper's upcoming data-driven digital leaflet creator. Discover how iPaper empowers retailers to streamline workflows, reduce reliance on static PDFs, and embrace a digital-first mindset for smarter, more effective marketing campaigns. 🚀 If you're a retailer or marketer looking to adapt to a rapidly evolving digital landscape, this episode is packed with actionable insights and inspiration! 👉 Don’t forget to like, subscribe, and hit the bell icon for more episodes exploring the future of retail, marketing, and digital innovation.

Timestamps: 
0:00 - Welcome to Future Ready!
1:15 - Origins of iPaper: Solving PDF Challenges in 2005
4:54 - Scaling iPaper and finding our ICPs
7:07 - Automation and the shift in focus to e-commerce and retailers
8:32 - Inside Project Horizon, the future of digital catalogs
11:30 - Reimagining Retail Workflows: Why Analog Systems are Outdated
14:17 - Defining Future Ready: How Project Horizon Built Agility into its Foundation

🔗 Resources Mentioned: Learn more about iPaper: www.ipaper.io Subscribe for updates on Project Horizon! https://www.ipaper.io/horizon

 #retailinnovation #DigitalTransformation #eCommerceTools #MarketingAutomation #FutureReadyPodcast

Host:
Rebecca Wine
M: +45 61 79 38 77
LinkedIn:...