Builders Wanted

This episode features an interview with Laura Trotter, Chief Marketing Officer USIS at Equifax. She is a senior marketing professional with over 20 years of experience in high-tech, big data, analytics, and life sciences industries. Prior to joining Equifax, Laura led marketing efforts for Accurate Background, Jama Software, and WebMD Health Services.

In this episode, Kailey and Laura discuss the uncertainty of the macroeconomic environment, organizational alignment, and the dangers of attribution.

-------------------

Key Takeaways:

• It’s often assumed that there is a shared sense of understanding of the responsibilities and workflows in an organization. But when dealing with a broad set of products and solutions, that isn’t always the case. It’s critical to have alignment of priorities so customers and teams have enablement of the products and solutions.
• Relying on attribution software is important, but it’s missing the human element of customer interaction that may not show up in a digital touchpoint. If you want a 360 view of your customer and their needs, you need to have conversations with them as well. 
• A key predictor of success in a marketing campaign is alignment. It’s important to have buy-in from your stakeholders and a feedback loop from your sales team to understand what customers are excited about.

------------------- 

“Many companies, Equifax included, have moved to a multi-touch attribution model, which of course is a smart thing to do. However, it would be a mistake to look at only the touches that are measured in a multi-touch attribution report and think that those are the things that matter the most. Because, you're missing all of that really top of funnel, earned media conversations with customers or prospects that don't show up in a digital touch. You need to remember that if it doesn't show up on a digital journey, it doesn't necessarily mean it's not important.” – Laura Trotter

-------------------

Episode Timestamps:

‍*(02:40) - Laura’s career journey

‍*(06:39) - Trends in the customer experience journey at Equifax

*(17:21) - Challenges in the customer engagement journey at Equifax

‍*(26:07) - The dangers of relying on attribution software 

*(36:00) - An example of another company doing it right with customer engagement (hint: it’s Delta and Starbucks)

‍*(37:43) - Changes in customer experience in the next 6-12 months 

‍-------------------

Links:

Connect with Laura on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

‍-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Morgan Norman, Chief Marketing Officer at Dialpad. Previously, Morgan was a marketing executive at Copper, Zuora, NetSuite, and Microsoft. He has spent his career marketing for both startups to scale-ups and has helped companies grow to more than $1 billion in revenue.

In this episode, Kailey sits down with Morgan to discuss the importance of onboarding, product-led growth models, and marketing AI products in a saturated market.

-------------------

Key Takeaways:

• Getting users to adopt AI is all about presenting them with features that work best for them. Instead of throwing all of the features at them, educate them on a few options that are interesting to them and will help their business thrive.
• When a user is moving to a PLG model, it’s important to consider their cognitive load. In order to avoid overwhelming them, scale back the number of questions you’re asking them and the number of decisions you’re wanting them to make. Then, confirm with the user that they feel confident and successful in the choices they’ve made.
• When users are onboarding, you have to balance when to engage with them and when to let them learn the product on their own. Figure out what type of user they are, what segment, and what industry to decide which type of engagement will work best.

-------------------

“The way I really think about PLG, at the top level, is cognitive load. Are you overwhelming the user? How many decisions are you asking them to make? The first thing is to reduce the cognitive load as much as possible from a visual perspective and also a step perspective. The next piece on that is user confirmation. Confirming to the user that they've done the right thing and that they feel successful.” – Morgan Norman

-------------------

Episode Timestamps:

‍*(02:19) - Morgan’s career journey

*(08:41) - How Dialpad is implementing AI

*(19:25) - How PLG is being used to educate users and build marketing programs

*(23:26) - How Morgan defines “good data”

*(29:41) - How Dialpad is increasing conversion

*(34:36) - An example of another company doing it right with customer engagement (hint: it’s Airtable, monday, Asana)

*(41:13) - Morgan’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Morgan on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Andrew Mok, Chief Marketing Officer of Turo. Here, Andrew’s focus is on growing Turo’s community of hosts and guests and making Turo an iconic global brand. His previous roles include VP of Growth at DogVacay, Strategy Consultant at Bain & Company, and Front-End Developer for Life360.

In this episode, Kailey and Andrew discuss balancing data and human insights, stopping the scroll, and dogfooding your product.

-------------------

Key Takeaways:

• While AI can help us become more efficient, it can’t replace human connection, something that customers value. Intertwining AI and human insights can help your campaigns stand out from the crowd.
• It’s important to know when to balance data and when to use your intuition. Data can and should be used to structure an experiment, but intuition can lead to creating revolutionary products.
• Customers are getting savvy to generic value prop messaging. By making content that feels organic and authentic, you’re able to hold their attention much longer.

-------------------

“It's important to remember there's a balance between when to use data and when to use intuition. You should use data when it's available and when you can actually structure an experiment. You also shouldn't get paralyzed by data. You should know when to use your intuition. You don't create revolutionary products by optimizing your way there. It comes from somebody who has a vision or a team of people who have a vision and who execute it.” – Andrew Mok

-------------------

Episode Timestamps:

‍*(02:38) - Andrew’s career journey

*(07:17) - Trends in customer experience in car sharing

*(10:27) - How Turo is building AI and human insights into campaigns

*(15:48) - How personalization and data impact Turo’s strategies

*(22:53) - Changes in customer behavior at Turo

*(32:19) - How Turo is “stopping the scroll”

*(39:26) - An example of another company doing it right with customer engagement (hint: it’s Amazon and Masters Tournament)

*(44:48) - Andrew’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Andrew on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Chad Hacker, Vice President of Consumer and Digital Marketing - US Aesthetics at Allergan Aesthetics, an AbbVie Company. Chad has over a decade of experience in digital advertising, operations, and client management for both small and large companies. He has a proven track record of developing multi-channel audience acquisition, building brand awareness, and driving ROI for businesses.

In this episode, Kailey sits down with Chad to discuss the changing landscape of data privacy, AI targeting on digital platforms, and creating meaningful app experiences.

-------------------

Key Takeaways:

• As data privacy laws ramp up around the world, it’s critical to future proof your business. As data signals lessen, you should invest in first party data so you can continue to do effective marketing.
• Loyalty apps can offer much more than just points tracking. Allergan is making their app experience more meaningful by implementing educational and lifestyle content, as well as connecting it with healthcare providers.
• AI should be used to elevate your work and target your audience. Allergan is using AI to target on digital platforms, where they’ve seen a substantial improvement in performance. They’re also thinking about using AI to train healthcare professionals to deliver the best results.

-------------------

“A lot of the data signals that we traditionally would have relied on coming from the Googles or the Facebooks or the Instagrams of the world, are changing. We're starting to see fragmented privacy laws by state. There's a lot of ways that I'm thinking about future proofing the business. How do we make sure that we've got a plan so that as these data signals continue to lessen from these platforms, that we can still do effective marketing? Reaching the right people at the right time on the right platform.” – Chad Hacker

-------------------

Episode Timestamps:

‍*(02:54) - Chad’s career journey

*(07:33) - Chad explains Allergan’s portfolio of aesthetic brands

*(12:52) - Trends in consumer experience in aesthetics

*(18:45) - Challenges in the consumer experience journey at Allergan

*(34:00) - An example of another company doing it right with consumer engagement (hint: it’s Amazon and Netflix)

*(35:05) - Changes in the next 6-12 months in consumer engagement

*(37:59) - Chad’s recommendations for upleveling consumer experience strategies

-------------------

Links:

Connect with Chad on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Matteo Pomoni, Global Head of Retail Daily Banking and Funds Entrusted at ING. Matteo joined ING in 2004 occupying various positions within the local Italian retail organization. Previously, he served global companies such as Campari Group and L’Oréal. In Matteo’s current role, he manages key retail business lines across 10 countries and leads global centers of expertise for sustainability and customer experience.

In this episode, Kailey and Matteo discuss do’s and don’ts of customer obsession, coping with channel competition, and key moments of truth in data.

-------------------

Key Takeaways:

• Sometimes, organizations think they know what’s important to customers, however data may be telling you a different story. If you identify key moments of truth when handling onboarding or customer complaints, you can create a seamless and consistent customer experience.
• Customer expectations are changing rapidly. To keep up with the customer’s change of pace, you need to offer them personalized and instant solutions. You have to show up for them when it matters most and meet them where they are.
• Customer complaints should not be limited to the front end office. Everyone in the organization should know and feel the pain points of customers. That way, everyone shares the same goal of providing a superior customer experience.

-------------------

“We ask the clients, ‘What really makes a difference?’ What are the moments of truth that make a client become an advocate of your organization or a detractor of your organization? We like to think that what we believe is important, is important for our client, but sometimes things are different. I would like to think that my onboarding process is a key moment of truth. But, sometimes you discover that when they file a complaint, that is much more a key moment of truth than when they onboard on your bank.” – Matteo Pomoni

-------------------

Episode Timestamps:

‍*(02:34) - Matteo’s career journey

*(06:28) - Challenges in the omnichannel customer experience at ING

*(16:47) - How Matteo identifies key moments of truth in customer data

*(21:54) - Do’s and don’ts of customer obsession

*(27:53) - An example of another company doing it right with customer engagement (hint: it’s Apple and Disney)

*(30:44) - Changes in the next 6-12 months in customer engagement

*(31:38) - Matteo’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Matteo on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Marbue Brown, Founder of The Customer Obsession Advantage, a consulting firm helping companies accomplish business results through customer obsession. Marbue is a leader in customer experience and has dedicated his career to companies like JP Morgan Chase, Amazon, Microsoft, and Cisco Systems. He is also the author of Blueprint for Customer Obsession, which outlines the eight habits and practices that make customer-obsessed companies stand out from their counterparts.

In this episode, Kailey and Marbue discuss the difference between being customer-driven and customer-obsessed, how AI is affecting customer experience, and anticipating customer needs.

-------------------

Key Takeaways:

• Getting your customer experience right starts with getting your employee experience right. Employees are interacting with your customers daily, they can’t be bogged down with systems that are slow or difficult to navigate. If your employees can do their job seamlessly and happily, your customers will feel that in their experience.
• The hallmark of customer obsession is to engage personally and give customers what they want before they know they need it. By anticipating your customers’ needs, they know that you understand them and they will become rabid fans of your business.
• If you’re wanting to become customer-obsessed, start by looking at your policies. If you have policies that make you do a double take because they’re so customer-friendly, you’re headed in the right direction. On the flip side, if you have policies that are objectionable, figure out where you can adjust so your customers won’t find a better alternative.

-------------------

“Customer-obsessed companies, they take actions. They adopt policies and they make investments in the customer's favor, even when they cannot immediately connect the dots to their own financial benefit because they know that, in the end, it always pans out. Their customers are not casual consumers, they're rabid fans. If nothing else, recognize that when you invest in that, you can save some money on the other end because you're going to have people who are out there evangelizing your message for you.” – Marbue Brown

-------------------

Episode Timestamps:

‍*(02:50) - Marbue’s career journey

*(04:41) - Marbue digs into his book, Blueprint for Customer Obsession

*(08:44) - Industry trends in customer experience

*(15:21) - How AI will impact customer obsession

*(22:46) - How Marbue defines “good data”

*(25:58) - How data influences customer obsession

*(37:16) - Changes in the next 6-12 months in customer obsession

*(40:03) - Marbue’s recommendations for upleveling customer obsession

-------------------

Links:

Visit The Customer Obsession Advantage

Connect with Marbue on LinkedIn

Buy Marbue’s book Blueprint for Customer Obsession

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Elizabeth Preis, Chief Marketing Officer at Anthropologie. As CMO, she leads the team that implements all brand marketing, customer insights and analytics, and editorial content across all social, digital, and print platforms, and online and in stores. Previously, Elizabeth spent a decade in the beauty industry leading strategy for integrated marketing at Estée Lauder and BH Cosmetics. 

In this episode, Kailey sits down with Elizabeth to discuss taking risks at the right time, designing impactful omnichannel experiences, and crafting concise stories through data.

-------------------

Key Takeaways:

• Taking risks is imperative to being successful, but you have to know when to take them. Trying a new promotion around major shopping events like Black Friday probably isn’t in your best interest. So, figure out a smart time to take a risk that will allow you to fail fast and cheap. It’s also important to be aligned internally so that all teams understand what the risk looks like.
• Online stores are nowhere near as sensorial as in-store physical experiences. However, that doesn’t make them any less impactful on the overall customer experience. Implementing things like ratings, reviews, and written marketing materials can round out the digital experience.
• Marketers are tasked with crafting stories, but don’t overwhelm your customers with words. Be concise and back your anecdotes up with data and you can deliver an impactful customer experience.

-------------------

“If we're in the job of actually crafting the story and writing the poetry, then it's more than just knowing the words and the letters and how to put together a sentence. It's also making sure that in a short number of words, we're making the biggest impact with the mounds and mounds of data sets that we have available. What are those key elements that we want to make sure that not just the marketing team is clear of, but actually the entire organization is clear of?” – Elizabeth Preis

-------------------

Episode Timestamps:

‍*(02:12) - Elizabeth’s career journey

*(04:13) - Industry trends in customer experience in retail

*(12:51) - Changes in customer behavior in retail

*(17:43) - Challenges in the customer engagement journey at Anthropologie

*(24:45) - How data influences marketing at Anthropologie

‍*(32:04) - An example of another company doing it right with customer engagement (hint: it’s Shopify, LVMH, Sephora)

*(36:21) - Elizabeth’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Elizabeth on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Chris Madan, Vice President of Digital Sales and Service at Telus, a telecommunications company headquartered in Canada. Chris is an accomplished business and technology executive with expertise across marketing, e-commerce, data, and technology modernization. At Telus, he leads a team of digital practitioners to deliver outstanding digital customer experiences and drive business results.

In this episode, Kailey and Chris discuss humanizing digital experiences, listening to implied customer preferences, and leveraging the moments that matter.

-------------------

Key Takeaways:

• Creating an exceptional customer experience starts with showing up for customers in the moments that matter. For example, Chris and his team at Telus are able to predict travel frequency based on roaming data and provide the customer a pre-packaged offer before the customer even reaches out to change their plan. Predicting these moments shows the customer you care about their experience and want to make their life easier.
• The human condition craves interaction, whether that’s with another human being in a physical store or over the phone. Creating a connected omnichannel experience is critical to meeting customers’ needs and augmenting with digital means.
• When dealing with customer data, it’s important to know that just because you have access to certain information doesn’t mean you should be using it for targeting. You can still build relevant and personalized experiences using data in a smart, responsible, and ethical way.

-------------------

“For us, the moments that matter are the ones where we make your life easier. The whole point of humanized digital experiences and Telus’s tagline, is to make the future friendlier. How do we make sure that we are there in those times, we use the information we have, and we create those experiences for you at those moments.” – Chris Madan

-------------------

Episode Timestamps:

‍*(02:17) - Chris’s career journey

*(05:23) - Industry trends in customer experience in telecom

*(13:47) - Challenges in the customer engagement journey at Telus

*(19:31) - How Chris defines “good data”

‍*(24:31) - An example of another company doing it right with customer engagement (hint: it’s Spotify and Uber)

*(32:36) - Changes in customer engagement in the next 6-12 months

*(35:25) - Chris’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Chris on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Ali Miller,Vice President of Product Management, Ads at Instacart. Since joining the company in 2021, she enables brands to connect with consumers to discover and purchase products they will love. Previously, Ali served as the Director of Product Management at YouTube and spent 11 years at Google as a Product Specialist and Product Manager. She also tested her skills on Jeopardy!, America’s longest-running quiz game show, in early 2023.

In this episode, Kailey sits down with Ali to discuss the power of human interaction, winning the digital shelf, and creating a recipe for trust.  

-------------------

Key Takeaways:

• Mastering the digital shelf is crucial right now. Because it’s not finite, there’s endless opportunity to level the playing field for emerging brands while also showing consumers personalized and dynamic products that will resonate with them.
•  Generative AI can unlock powerful consumer insights that were once unknown. AI has the ability to identify concepts and products that the consumer finds personal and inspirational.
• Creating trust as a CPG is a balancing act between building connections and driving results. Fostering relationships with the folks who control the budget allows you to have transparent conversations and drive efficient outcomes.

-------------------

“Digital shelf space is not finite, you can find the right thing that's going to resonate with the consumer at the right time. And so, emerging brands have a chance to play on a level playing field, and we can provide a little bit more diversity in what consumers are able to find and discover. I love that the digital shelf can be so much more responsive. And that's an amazing ads opportunity as well as a great opportunity for consumers to discover something new.” – Ali Miller

-------------------

Episode Timestamps:

‍*(02:13) - Ali’s career journey

*(10:17) - How Instacart helps promote diverse businesses

*(11:51) - Industry trends in customer engagement in CPG

*(19:15) - Challenges in the customer engagement journey

*(28:50) - How Ali defines “good data”

‍*(37:21) - An example of another company doing it right with customer engagement (hint: it’s Magic Spoon)

*(40:55) - Changes in customer engagement in the next 6-12 months

*(43:52) - Ali’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Ali on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Krish Sailam, Marketing Technology & Operations Lead at Nextdoor. After spending 20 years in the AdTech and MarTech space, he now helps brands craft their experiences from a customer-centric perspective. Prior to Nextdoor, Krish served IPG and Dentsu where he managed large programmatic accounts for Amazon, Cisco, Oracle, Slack, and Intel.

In this episode, Kailey and Krish discuss driving community engagement through localization at scale, creating customer-centric user journeys, and escaping the data cesspool. 

-------------------

Key Takeaways:

• Designing your user experience based on what the customer wants instead of what the latest innovative technology can do will help you drive retention of relationships and revenue. Customers are looking for experiences that feel natural and intuitive to them.
• As technology continues to revolutionize data, it’s important to shift the balance of the customer experience into the hands of AI to streamline that process. Ensure you have knowledgeable people in your organization and restructure your data systems so they are built for AI.
• Don’t be afraid to kill off your systems. With all of these new developments in AI and data, it pays to be adaptable. By practicing “data Pilates,” you’re creating systems that have a strong core, but are flexible and sustainable.

-------------------

“Don’t be afraid to kill off your systems, in the spirit of AI coming down the pipe and needing to rebuild these things. The way I see it is, you really need to practice this concept of data Pilates or data yoga. Come up with a really strong core, but make sure it's really flexible and it's able to do a lot of things.” – Krish Sailam

-------------------

Episode Timestamps:

‍*(02:20) - Krish’s career journey

*(07:16) - Krish explains Nextdoor

*(10:10) - Industry trends in customer engagement in tech

*(20:41) - Changes in customer behavior in tech

*(26:41) - Challenges in the customer engagement journey

*(29:24) - How Krish defines “good data”

*(39:04) - A time Krish was surprised by data

*(42:15) - Changes in customer engagement in the next 6-12 months

‍*(45:26) - An example of another company doing it right with customer engagement (hint: it’s Little Spoon and Spotify)

*(48:08) - Krish’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Krish on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting  Segment.com.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.