Becca Toth, CMO at Hyland catches up with MarTechSeries to discuss the benefits of AI powered content management and marketing in this Q&A:

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Hi Becca, take us through your martech and marketing journey so far…

I joined Hyland in 2010 and have grown through a variety of roles, starting as an Industry Marketing Manager focused on positioning Hyland in specific sectors. It’s been a happy fifteen-year journey since that has taken me all the way up to CMO, leading global go-to-market programs and helping to establish the Hyland brand as a whole.

My role is about more than just brand – it’s about shaping how we show up in the market, creating meaningful experiences, and empowering our teams to lead with purpose. It’s a privilege to help tell Hyland’s story and support our continued growth.

My marketing journey has always centered around connecting strategy with storytelling, and technology is a core part of any modern business story. From early automation tools to today’s AI-powered platforms, we continue to innovate how we connect with audiences and measure success. Our customers should feel confident and empowered to rethink what’s possible for them — and our story has to make them feel like that, too.

We’d love some first-hand insights on Hyland’s most recent innovations and how they drive end user goals.

The evolution of the Hyland brand has made this year an exciting time for us. The changes we’ve made represent a future-looking organization that seeks out the opportunities to genuinely reinvent how businesses operate, making them nimbler and more assured.

With the Hyland Content Innovation Cloud (CIC), we equip organizations with a comprehensive platform to quickly create robust, AI-powered solutions that address mission-critical needs across the enterprise, eliminating the need to acquire multiple tools from multiple vendors. Transcending traditional content management, Hyland provides end-to-end solutions with capabilities spanning from content capture and processing to intelligent automation and application development to governance and collaboration. Our solutions share fundamental platform strengths including integrability, scalability, configurability, security, usability and optional open-source architecture.

We’re also investing in AI tools that extract and action valuable information from documents, emails, and media, eliminating silos and surfacing insights that directly support business outcomes. This isn’t about tech for tech’s sake — it’s about making it easier for users to access the right information, exactly when they need it. With our federated cloud approach, customers can modernize on their terms without disruption. It’s all about driving better decisions, streamlined operations, and intuitive experiences.

Why is AI-powered content management becoming more crucial today? How can early adopters optimize their approach to boost outcomes?

AI-powered content management is crucial because organizations are generating more unstructured data than ever before (up to 80% of business data today is unstructured), including emails, documents, images, and videos. Traditional systems weren’t built to handle this complexity, or the sheer volume of data that businesses now produce. AI helps transform that data. What was once a static archive can become a strategic asset that drives faster decisions and better outcomes — and if you can replicate this across your business, you start to fundamentally redefine how the organization operates and engages with those it serves.

For early adopters, the best place to start is with targeted use cases — like automating document classification or extracting data from forms. These quick wins show immediate ROI and build confidence across teams.

It’s also essential to align AI initiatives with real business needs. At Hyland, we partner closely with customers to focus on what matters — whether that’s accelerating workflows, improving service delivery, or ensuring compliance. When done just right, AI doesn’t just streamline — it elevates.

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For the uninitiated—how would you explain the benefits and impact of content intelligence, and why it matters to growth?

Put simply, content intelligence gives your content a brain. As we’ve mentioned, most organizations are sitting on huge volumes of unstructured data – contracts, emails, scanned documents — that are difficult to access and use. Content intelligence uses AI to understand, classify, and connect that information, turning it into insights that encourage innovation and collaboration.

The clarity, agility, and context that this offers allows businesses to reduce or eliminate manual admin, improve accuracy, and accelerate decision-making. Employees spend less time hunting for information and more time delivering value and are happier and more relaxed because of it. At Hyland, we see content intelligence as central to helping our customers become more agile, customer-focused, and data-driven. It’s the real foundation of digital transformation.

A few thoughts on the future of martech and AI—what technologies are you watching closely and why?

I’m particularly interested in generative AI for content creation and predictive analytics for pipeline forecasting and segmentation. These technologies help us work faster and smarter without compromising creativity.

“I’m also watching AI-powered content intelligence closely — especially its role in surfacing insights from unstructured data. The more we can listen to and learn from the signals within our content, the more relevant and impactful our engagement becomes.

“Ultimately, the real power of AI lies in integration — embedding intelligence across the customer journey to support marketing that’s proactive, responsive, and deeply human. We’re moving beyond automation into tools that enhance creativity, personalize experiences at scale, and optimize investment.

Any final thoughts on the future of content and marketing in a phygital world?

In a phygital world — where physical and digital experiences blend seamlessly — content has to work harder. Whether someone engages in-person, on a call, or via an app, the experience should feel connected and intuitive.

Marketing’s role is to create content that’s timely, intelligent, and human. This is where AI, content intelligence, and immersive technologies converge to deliver real impact.

Looking ahead, the most successful brands will break down silos and design content strategies that prioritise relevance and trust. At Hyland, that means continuing to innovate, partner closely with our customers, and lead with purpose. In a phygital world, every interaction is an opportunity to build connection – and that’s what fuels long-term growth.

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