Greg Krehbiel has had a decades-long career in B2B and B2C publishing, and is now president of The Krehbiel Group, a digital consultancy that solves technology, strategy, operations and process problems for publishers. He has a unique and interesting career path, having gone from wanting to be a paleoanthropologist, to a professional trumpet player, to studying geology, to wanting to be a pastor, to eventually ending up in publishing.
He started out knowing nothing about the industry, but quickly picked up the necessary skills and ended up doing almost everything there is to do in publishing, from production and editorial to marketing, IT, management, product development and more. He also has a technical background which has made him an ideal intermediary between the business and the IT side.
In his current role, Krehbiel focuses primarily on customer data platforms (CDPs), but also does a variety of other tasks, such as helping people move from one ESP to another, redesign websites, and deliver content. He got interested in CDPs after hearing a presentation at a Specialized Information Publishers Association conference, and he's passionate about the way CDPs enable people to understand their customers and respond to them in an appropriate way.
A common misconception Krehbiel sees is that people don't think carefully about the use cases they want to use the CDP for before they even get it. He advises that they consider what data they want to collect, why they want to collect it, and how it will benefit them or their subscribers. That way, they can ensure they're getting the most out of the technology.
Overall, Krehbiel's decades of experience in publishing and his technical background have made him an invaluable asset to the industry.
Originally reported by Martech: https://martech.org/spotlight-on-the-expert-greg-krehbiel/
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