Are you tired of using pricing as the main tool to win customers and compete with the competition?

In this episode, you will learn from Sheznie, a brand and marketing manager with over 30 years of experience in various industries. 

She will share with you her insights and stories on how to create and manage a successful brand strategy using the ADAM+E framework so that you don't have to rely mainly on pricing to win the market. The ADAM+E framework consists of five steps: Audit, Design, Act, Measure and Evolve. 

She will explain the importance of knowing your customers’ needs, preferences, emotions and values, and how to align your brand’s form, character and delivery with them. 

She will also give examples of how she worked with PETRONAS to rebrand their retail arm and become the brand of first choice, and how she advised a bedsheet company to enhance their brand value and avoid competing on price. 

This episode is a must-listen for anyone who wants to learn more about branding and marketing from a seasoned expert.

In this enlightening episode, Henrik Petersen a fractional CMO who has over 20 years of experience in B2B marketing for software companies such as Zendesk and Microsoft, delves deep into the pivotal role of marketing in sculpting a company’s brand. He emphasizes the transformative power of a ‘Love Brand’ and the unparalleled value it brings to businesses in the digital era. Using vivid examples, Henrik deciphers the nuances of brand perception and the factors that drive consumers towards familiar names.

Discussing the barriers many companies face, Henrik pinpoints brand awareness as a chief challenge. He sheds light on the importance of brand investments, highlighting scenarios where consumers gravitate towards brands they recognize and trust. Drawing from specific examples like ‘shield logistics’, he elucidates the psyche of B2B buyers and the inclination to favor known brands.

As the conversation progresses, Henrik confronts the dilemmas brand marketers face, especially when resources are scarce. For smaller brands, he underscores the delicate balancing act of managing budget constraints while striving for impactful brand presence. Through candid revelations, Henrik offers a fresh perspective on brand marketing in today’s competitive landscape.

In today’s episode, we discuss :

- Introduction

- Business owners’ views on marketing

- Grow business revenue & margin with marketing

- Branding increases the margins of the business

- Convince stakeholders to invest in marketing via the sales funnel

- When and how to invest in brand building

- First step in brand building is to identify growth barriers

- Physical availability of products

- How advertising works

- Advertising creates brand memories

- Ways to justify marketing investment with CEO & CFO

- Marketing with a limited budget

- Don't keep changing your brand messaging

- Associate your brand with a specific job to be done

- Case study of Salesforce

- Build long-term growth by marketing to non-consumers

- Understanding customers who are in-market and out-of-market

- Secret to Brand Growth? Mental and Physical Availability

- Physical availability

Tune in for an episode brimming with insights, real-world examples, and actionable strategies for businesses of all sizes.

This podcast episode is about how to use data to enhance the ROI in marketing activities, especially for FMCG businesses. The host, Julie, interviews Willynn, a chief marketing and partnerships officer from Piggyback Singapore, a B2B wholesale e-commerce platform. Willynn also co-founded NextBlock, a hyperlocal social app that connects neighbours and businesses.

Willynn shares her insights and experiences on overcoming marketing challenges in both B2B and B2C segments, such as price loyalty, customer retention, and competition. She explains how she uses data and research to guide her marketing strategies, such as email marketing, gamification, and user acquisition. She also shares some case studies from Piggyback and NextBlock, such as how they use postcards to acquire users, how they use Next Coin to increase user engagement, and how they use hashtags to test new features.

Willynn also talks about the essential skills and resources that marketers should have, such as the attitude to learn, keeping updated with the latest trends, and working backwards from the customer. She also recommends a book by Jeff Bezos called Working Backwards, which is about how Amazon innovates and grows.

In today’s episode, we discuss :

00:00 Teaser 

01:39 Willynn's Background

03:23 Customer segments that NEEDS vs WANTS in marketing

07:03 Make it super easy for your customers to buy

12:10 Create open conversation channels with your customers so they can feedback easily

16:51 Save time from making mistakes by talking to people in your business

19:05 Offline way of acquiring customers still WORKS!

21:04 Using gamification as a tool to retain users

24:15 Experiment your ideas & hypothesis

27:00 Using data to identify the first user segment in Next Block

29:20 How to deal with the challenges of having small data sets

31:40 How to define success in marketing

34:51 Advice for marketers

This podcast episode is informative and comprehensive, as it covers various aspects of data-driven marketing for FMCG businesses. It also provides some practical tips and examples that can help marketers improve their performance and ROI.

Hosted by Julie from Vase.ai Market Research. In this episode, we have a special guest, Ranga Somanathan, a marketing and communication veteran with over 20 years of experience in helping clients from various sectors with their growth and innovation agendas. As ex-CEO of Omnicom Media Group across Malaysia & Singapore, and now the co-founder and curator of RSquared Global Ventures, a company that connects startups, corporates, and investors, Ranga is sharing valuable insights in our podcast where ...

1/ You will learn how Ranga and his team at OMD Singapore used data analytics to solve a business problem for McDonald’s online delivery service, and how they created a win-win situation for all stakeholders by balancing the demand and supply using search data and kitchen data.

2/ You will discover the importance of market mix modeling and data-driven strategies for marketers, and how they can help you understand the impact of various input variables on sales and business outcomes. 

3/ You will find out why companies who seemingly successful without data-driven strategies should leverage data before it’s too late, especially in the Southeast Asia region where the market may face headwinds and softening in some sectors due to macroeconomic and geopolitical factors. You will also get some recommendations on how to build a data-driven culture and mindset in your organization.

In today’s episode, we discuss :

• Introduction
• Ranga’s background and journey in marketing
• How to drive effective advertising strategies by starting with a business problem (not a marketing problem)
• Case Study: How OMD & McDonald's solve an operational problem with a marketing solution
• Importance of using Market Mix Modelling to drive effective marketing strategies
• Why companies who are seemingly successful without data-driven strategies should leverage data before it's too late
• Tips for beginner, intermediary & advanced companies who wanted to start leveraging data in their marketing strategies
• Role and potential of generative AI for marketers
• How to define success metrics in marketing via Mind Measures & Operational Measures
• The importance of understanding the WHY consumer buys behind the WHAT consumer buy & how panel research can help close that gap
• Best practice of questionnaire design to get the right research data
• Ranga advises marketers to have empathy, risk-taking & financial accountability
• Recommended book for marketers
• How to connect with Ranga

Don’t miss this insightful episode and inspiring conversation with Ranga. Tune in now and learn how to use data to power your marketing and business.

In this episode, Julie interviews Henrik Petersen, a fractional CMO who has over 20 years of experience in B2B marketing for software companies such as Zendesk and Microsoft. In a 3-steps process, Henrik shares his insights and best practices on how to use data and market orientation to create a winning strategy that sets you apart from the competition in the market segment you choose to play in. 

Step 1 - Create Profit Formula - He explains how to understand and optimize the profit formula, which is the way your company makes revenue and grows, and how it changes as you target different types of customers or markets. 

Step 2 - Be market-oriented and understand your customers - He also reveals how to align your product with the customer’s jobs to be done, which are the tasks they want to accomplish, the motivations behind them, and the outcomes they expect. He gives examples of how he used customer interviews to uncover these insights and how he applied them to improve the messaging and conversion rate for Zendesk in Japan. 

Step 3 - Diagnose your brand and market situation - Finally, he discusses how to diagnose the brand’s health and performance by understanding the brand DNA, the distinct brand assets, the brand awareness, and the market penetration and share. 

In today’s episode, we discuss :

• Henrik's background - 20+ years of B2B marketing experience (Microsoft, Zendesk)
• What is a profit formula and why is it important
• Step 1 - Have a winning mindset and strategy (How to optimize your profit formula for different markets and segments)
• Step 2 - Be market oriented and understand your customers
• How Zendesk leverage events to speak to customers
• Best practices when doing customer interviews
• How Zendesk ensure everyone in the company understand how they add value to the customer
• How Zendesk improve website conversion rate from customer interviews
• Step 3 - Diagnose your brand and market situation (aka perform checkup for your brand)
• How to understand your brand DNA, distinct brand code, and brand equity
• Summary - How to use the 3 steps to create your business profit formula
• Lighting round - Advice for marketers
• Lighting round - Recommended book

If you want to learn from Henrik’s rich experience and expertise in B2B marketing, don’t miss this episode of Winning with Data-Driven Marketing.

In this episode, Julie interviews Ravi Shankar, the CMO of CARSOME Group and former Chief Growth Officer of AirAsia, about his data-driven marketing approach and how he uses data and technology to solve business problems.

Ravi’s Career Journey : Ravi shares his career journey from being a PHP developer to becoming a marketing leader, and how he learned to use data and technology to optimize campaigns, generate content, and rank organically on search engines.

The AirAsia SEO Case Study : Ravi also reveals the AirAsia SEO case study, where he and his team used a programmatic solution to create tens of thousands of pages for different routes and destinations, and then enhanced the content for the pages that ranked well on Google. To solve business problems, Ravi takes a mix of technical and organizational approaches to bridge the gap between identification and launch. This led them to boost their organic traffic to their website with minimal human involvement! 

Importance of Having a Measurement Framework that Aligns with Business Goals : Ravi also explains the importance of having a measurement framework that aligns with the business goals and metrics, and how he convinces the stakeholders to adopt it. He also gives some tips on how to avoid falling into the attribution trap and focus on incrementality instead.

Hosted by Julie from Vase.ai Market Research. In this episode, we speak with Chen Chow, the co-founder of Fave, one of the leading cashback apps in Southeast Asia. You will learn Chen Chow's perspective on : 

Using data to create and improve products for different segments and markets, such as the Jobstreet English Language Assessment (JELA) and the Fave;

Leveraging data to grow Fave’s user base, revenue and retention, and how they optimized the marketing channels, such as email and push notifications

Approaching data-driven marketing in Southeast Asia, and what are the challenges and opportunities in this diverse and dynamic region.

In today’s episode, we discuss :

00:00 Introduction

01:23 Chen Chow's career & background

04:37 The importance of having clear positioning for your product & business

09:31 How to choose the right target segment for your product

13:47 Use a balance of data and intuition to choose the right target segment

19:28 Designing cashback the right way as part of retention strategy

32:23 Monitor your inputs and outputs as key metrics

46:02 Lighting round - Advice for those interested to pursue a career in marketing

This episode is full of insights and stories from a leader who has been at the forefront of marketing, technology and data in Southeast Asia.

Hosted by Julie from Vase.ai Market Research. In this episode, we speak with Jia Nina (BigPay Country Marketing Head) about her experience leading a successful e-wallet campaign targeting Gen Z consumers. 

Jia Nina shares:

- How she uses data and storytelling to drive growth and customer engagement. For example, how she used data to identify the pain points and needs of the target segments, and how she crafted stories that resonated with them and showcased the value proposition of BigPay.

- Some of the most effective marketing strategies and campaigns that she has led or participated in at BigPay, such as the ePemula project with the Ministry of Finance Malaysia, the expansion into the Singapore market, and the launch of the crypto exchange.

- How she aligns her team and stakeholders around a common vision and goal, and how she measures success using metrics such as brand sentiment, brand share, acquisition and retention.

Listen to the full episode to learn more about Jia Nina’s career journey from legal to marketing, and her advice and recommendations for aspiring or seasoned marketers who want to excel in their field.

Hosted by Julie from Vase.ai Market Research. In this episode, we speak with Anthony, a former VP at Nestle, about his experiences in building global brands and driving business growth across different countries such as Japan, China and Malaysia. 

Anthony shares insights on the importance of data-driven marketing and the use of consumer research to drive innovation and renovation in product development. For example, he discusses how Nestle has used blind taste tests to increase the success rate of launching new product. He also shares how Nestle has used data to drive innovation and renovation in their product lines.Anthony also discusses the role of leadership in growing a business and the importance of sales experience in gaining marketing insights. 

He shares how his own sales experience has helped him to better understand consumer needs and drive business growth. Throughout the episode, Anthony shares examples of how Nestle has used data to enhance ROI in marketing activities and drive business growth. For example, he discusses how Nestle has focused on marginal contribution to drive growth and how they have used consumer insights to pivot their business models.

In addition, Anthony discusses the importance of brand building and consumer delight in driving business growth. He shares how Nestle has focused on building consumer trust and delighting consumers with their products to drive brand loyalty and growth.

This episode is a must-listen for B2C marketers looking to gain insights on how to build global brands and drive business growth. Anthony’s experiences and insights provide valuable lessons for marketers looking to enhance their own marketing strategies.

In this episode, we discussed :

00:00 Introduction

01:25 Why Anthony stayed in Nestle for 30+ Years

16:14 The key success behind Nestle : Understanding what consumers want through consumer research

21:40 Case study on how KitKat increase 45% sales in a year with consumer research

24:34 Case Study of Reformulation of KitKat in China by listening to customer feedback

35:48 How Nestlé build a premium brand

36:23 How to turn research findings into actionable strategies

46:08 How Nestlé uses data to innovate new business model

46:30 Case Study of Nestlé campaign in China working with Alibaba on singles day

56:01 How Nestlé build brands that resonate with consumer

01:02:13 Lighting round - Advice for aspiring marketers

01:04:28 Lighting round - Key metrics that's being monitor

01:07:14 Lighting round - Recommended marketing book

For the full show notes, transcript and links, check out the episode page