PARTNER, CHIEF TECHNOLOGY OFFICER
As Chief Technology Officer at SilverTech, Derek defines and drives the agency’s technology vision—helping clients harness data, digital platforms, and emerging technologies to solve complex business challenges and build meaningful, lasting customer relationships.
Known for finding solutions to the toughest and most complicated technology challenges, Derek combines innovation with deep expertise across enterprise architecture, cloud infrastructure, custom development, and big data. He brings a security-first mindset and a sharp focus on privacy and compliance, enabling organizations to build secure, scalable, and future-ready digital ecosystems.
Derek serves as a strategic adviser to both SilverTech’s technology partners and clients. He works closely with platform providers—often consulting on product roadmaps—to ensure solutions align with real-world business needs and deliver maximum value. He also helps client organizations develop and execute digital roadmaps that make the most of their existing systems and data, integrating legacy technologies with modern platforms where and when it makes sense to drive growth, stay competitive, and support long-term success.
Throughout his career, Derek has played a key role in shaping the tools and platforms that power modern digital marketing. He is a recognized authority and thought leader in the martech space—recently named a Kentico MVP and Progress Sitefinity Champion. Derek holds numerous certifications, including Kentico Developer, Kentico Marketer, Sitefinity Developer, and Sitecore Developer.
1/7/25
As we step into 2025, the stakes for senior marketing leaders have never been higher. For most in midmarket companies across banking, healthcare, energy, consumer goods and even government, the pressure to do more with less, manage increasingly complex tools, and deliver deeply personalized customer experiences is redefining the marketing playbook. Here’s what should be on your radar to ensure you’re not just keeping up but leading the charge.
Budgets are tighter, and every dollar counts. The mantra for 2025 is simple: efficiency meets impact. This means leveraging fewer tools but using them to their fullest potential. The technology stack you’ve invested in should work as a cohesive unit, not as fragmented silos. Consolidate where possible and prioritize platforms that offer interoperability and actionable insights.
For example, integrating your CRM with marketing automation and/or both with your website CMS or analytics tools can unlock synergies that amplify your efforts. Less time toggling between systems means more time focusing on strategy and storytelling—the parts of marketing that drive real value.
Today’s customers expect more than transactional relationships. Whether they’re banking clients, patients, energy consumers, or constituents, they demand interactions and online self-service capabilities tailored to their needs. But personalization doesn’t have to break the bank. Start small—use the data you already have to create segmented email campaigns, localized content, or predictive product recommendations. Then, once you've tested the waters, you can begin to leverage your website CMS platform or an external AI personalization platform to drive personalization across their entire web and digital experience.
AI and machine learning are no longer just buzzwords; they’re practical tools that can make personalization scalable. From chatbots that remember user preferences to dynamic website content, the possibilities are numerous - and it isn't as costly as you might think. The key is to prioritize relevance and authenticity in every touchpoint.
Retention is your growth multiplier. A loyal customer base not only sustains revenue but also powers your new business engine. In 2025, focus on retention by investing in customer success programs, proactive communication, and ongoing value delivery. Don’t wait for churn signals- anticipate needs and solve problems before they arise.
Simultaneously, your acquisition strategy should be a well-oiled machine, fueled by data-driven campaigns and innovative thinking. Combining these two forces—fired-up retention efforts and a streamlined new-business engine—is the recipe for sustainable growth in a volatile, fast-changing market.
Marketing in 2025 isn’t about doing everything; it’s about doing things well and having access to the right resources - those that will help your team fill in the gaps and bring value.
Remember, the sooner you start, the sooner you will feel relief and see results.
1. Efficiency: Consolidate your tools and processes for maximum ROI.
2. Personalization: Meet customers where they are with tailored, data-driven experiences.
3. Retention + Acquisition: Balance nurturing existing customers with attracting new ones for exponential growth.
As senior marketing leaders, our role is to navigate complexity with clarity, aligning our teams and strategies to deliver measurable outcomes. By leaning into these priorities, we can turn today’s challenges into tomorrow’s opportunities.
Let’s make 2025 the year we redefine what’s possible in marketing. The future is bright—and it’s ours to shape.
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