Claim OwnershipThe One to One Consumer Marketing Podcast
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The One to One Consumer Marketing Podcast is dedicated to helping modern marketing teams succeed in a messaging-first and privacy-first world. In each episode, we’ll interview a marketer who is winning with consumer marketing to distill best practices, lessons learned, and actionable tips to help B2C marketers survive and thrive in the future. This show is brought to you by Spectrm.io.
54 Episodes
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On this episode of One-to-One Conversational Marketing, Ben speaks to INDOCHINO’s marketing director, Stephan Lukac about the current state of digital marketing and how to build relationships with customers in 2022. When working in an industry that is dominated by ecommerce, Stephan discusses how the offline experience creates advantages that will never be matched by Amazon. If you want to learn about increasing customer lifetime value by combining digital customer acquisition with relationship building in person, then this episode is for you.
Topics discussed:
About Stephan and how he got to his current role at INDOCHINO
The current state of digital marketing from Stephan’s point of view
Adapting to a market that is controlled by Amazon by leveraging the offline experience
How podcasting channels created success in customer awareness and acquisition
The power of owning customer data and activating it for one to one personalization
New challenges present in email marketing
Top pieces of advice for marketers to generate demand
Daniele Sghedoni is the technology director at R/GA. We will discuss zero-party data and the future of marketing. There is a lot of discussion about capturing an audience's intentions, interests, motivations, and preferences at scale in the marketing world, and in the episode today, you will learn why your brand might value it over any other data you collect from your users.
Topics discussed:
Daniele’s background and how he got started at RGA
What zero-party data is and how it will bring your marketing plan into the future
Distilling and activating data to provide value for users
The role of chatbots in collecting zero-party data
Expert advice for organizations getting started with zero-party data
Avoiding some of the common pitfalls with using zero-party data
The future of marketing from Daniele’s perspective
Max speaks with Abby Katz, Lifecycle Marketing Manager at Eight Sleep, a pioneering tech company transforming how we sleep. Abby shares her unique career journey from influencer marketing to leading lifecycle marketing at Eight Sleep. Tune in to hear her insights on building emotional loyalty, the power of personalization, and the future of wearable technology in health and wellness.
Topics discussed:
Transitioning from influencer marketing loyalty marketing.
How marketers are developing and implementing global loyalty and CRM programs.
The importance of crafting personalized lifecycle campaigns for customer engagement based on customer pain points.
Data-driven personalization and the impact of COVID-19 on consumer behavior and expectations.
Moving beyond transactional loyalty to create deeper, emotional connections with customers.
The role of wearables, AI and machine learning in health diagnostics and preventative wellness.
Max speaks with Abby Katz, Lifecycle Marketing Manager at Eight Sleep, a pioneering tech company transforming how we sleep. Abby shares her unique career journey from influencer marketing to leading lifecycle marketing at Eight Sleep. Tune in to hear her insights on building emotional loyalty, the power of personalization, and the future of wearable technology in health and wellness.
Topics discussed:
Transitioning from influencer marketing loyalty marketing.
How marketers are developing and implementing global loyalty and CRM programs.
The importance of crafting personalized lifecycle campaigns for customer engagement based on customer pain points.
Data-driven personalization and the impact of COVID-19 on consumer behavior and expectations.
Moving beyond transactional loyalty to create deeper, emotional connections with customers.
The role of wearables, AI and machine learning in health diagnostics and preventative wellness.
Max speaks with Axel Adida, Chief Digital Officer at Beiersdorf. They discuss how marketers need to be flexible "in mind and skills" with technological and customer behavior changes, especially when initiatives like cookie deprecation are shifting how to grab customer attention. They also talk about how unique content leads to self-select personalization, what tech trends are impacting marketing today, and how learning hard skills improves problem-solving.
Topics discussed:
The need for flexibility "in mind and skills" with changes in customer behavior and evolving channels.
Why customers will gravitate towards content tone and angles that resonate with them in self-select personalization.
How marketers are rethinking data ownership and focusing on which signals are important as cookie tracking changes.
How to increase loyalty by bringing freshness and constant interest in the brand.
Why marketers should prioritize having a robust yet simple tech stack and skilled teams.
Which technology and trends — like generative AI and the rise of influencers — are impacting consumer marketing today.
Why learning hard skills like data, systems, or programming can help marketers become better problem-solvers.
Max speaks with Nadine Fuller, Sr. Director, CRM & Customer Activation at hear.com. They discuss hear.com's strategy for communication that includes choosing the right content, channel, and timing, as well as how to keep customers engaged when there may be years between purchases. They also talk about the importance of testing, the challenges and opportunities of today's many channels, and what tools hear.com uses for effective CRM.
Topics discussed:
The marketing strategies required to sell a product that people need but don't necessarily want.
How hear.com approaches their customer communication, including choosing the right segment, content, channel, and timing.
Why you still need to stick with basic marketing principles, whichever CRM tool you're using.
How constantly-changing channels and partners are hard to navigate, but also present more opportunities as well.
How hear.com uses SMS to interact with and deliver value to their customers.
Strategies for long-term customer retention and the unique challenges marketers have when sales might be seven years apart.
Advice for marketers, including how you can accelerate your marketing program through testing.
Max speaks with Jacob Fenton, VP Customer Experience at StockX. They discuss how StockX prioritizes listening to customers and engaging with them organically on community platforms, using their feedback to guide new initiatives. They also talk about why customer service issues are also brand issues, how they use technology to improve the seller experience, and what customer sentiments will drive brand messaging in the future.
Topics discussed:
How StockX builds organic engagement through influencers and community platforms, where they can educate on or reframe brand messaging.
The importance of having a robust customer listening program that can guide new initiatives.
How StockX uses technology and account managers to improve the experience and relationships with sellers.
Why a customer service issue is really a brand issue and how they work to understand and solve customer concerns.
How they’re solving their biggest challenges of shipping speed and quality.
Why customer interest in what brands stand for will drive brand messaging in the future.
Advice for early career marketers around prioritizing and choosing the people you want to work with.
In this episode, previously recorded as a webinar, Spectrm’s Conversation Designer Esteban Gómez, speaks with Adalia Cuesta Bergstrom, Senior Conversational AI Designer at Arktic Business Consulting. They discuss the fundamentals of how to design conversations for chatbots, including thinking through possible paths, designing for specifics, and the importance of voice and tone. They also talk about the steps for conversational design, how to humanize your chatbot, and how customers won't remember whether it's a bot if they have their questions answered.
Topics discussed:
The evolution of the role of conversational designer across different companies and industries.
Why the most important factor in designing a conversation is to make sure the user feels heard, and why you should design for specifics, not generalities.
The importance of voice and tone in a chatbot conversation, and why it should shift depending on the situation.
The reason why companies should make users aware they're speaking to a chatbot.
The best thing you can do to make your chatbot human.
How customer service chatbots differ from marketing chatbots, and how companies can get the content correct for either use case.
The process for designing a conversational chatbot and how it's a multi-team effort.
Max speaks with Kevin Kinghorn, Chief Marketing Officer & Executive Vice President for the Portland Trail Blazers. They discuss how to build a marketing strategy that drives fandom and emotional connection, the importance of authenticity and storytelling, and why focusing on fewer audience segments allows for more consistent brand-building. They also talk about the importance of stadium experiences beyond the game and how to leverage data to identify areas of underperformance.
Topics discussed:
Understanding the drivers of fandom and the "jobs to be done" so you can build your marketing strategy.
Why having fewer audience segments results in more consistent brand-building across channels.
Why marketers should focus on the "double funnel" of both acquisition and retention.
Why the age of season tickets and just watching a game are dead, and why sports brands need to focus on a more holistic stadium experience.
How to create consistency across channels through aligned storytelling.
How regional sports networks are changing how sports brands reach their fans.
Why data insights can help you identify where you're underperforming in the market.
At the time of this recording, David was the CMO of Coldwell Banker. He has since transitioned to CMO of Coldwell Banker's parent company, Anywhere Real Estate.
Max speaks with David Marine, Chief Marketing Officer at Anywhere Real Estate, the parent company of Coldwell Banker. They discuss how Coldwell Banker is building on 117 years of ingenuity in their marketing efforts, as well as how and why they executed their recent rebrand. They also talk about how to target two primary audiences, their focus on creating national campaigns that can be customized at the local level, and how they embrace new social media and technological opportunities.
Topics discussed:
The history of 117-year-old Coldwell Banker and how they were founded on principles of ingenuity and being customer-focused.
Staying relevant by having a "Go" mindset and willingness to try new things.
The decision to lean heavily into video to showcase homes in the early days of YouTube.
How Coldwell Banker balances marketing to two distinct audiences: their agents and their home-buyers.
Why Coldwell Banker embarked on a major rebrand in 2018, and how they used storytelling to get their agents and customers bought in.
How they're creating national campaigns that can be customized at the local level to better cater to different markets.
Why every brand should be experimenting in AI today to see how it can impact their business tomorrow.
Max speaks with Jay Picconatto, Global Commerce Lead at General Mills. They discuss the ways marketers can collect and use data to deliver better results to customers, and how data from various sources scales personalization efforts. They also talk about how GM is leveraging AI and automation in content creation, what channels and "disposable content" are working for them, and the technology shaping the future of marketing.
Topics discussed:
Four ways that marketers use data — target, personalize, gain insights, and measure — to deliver better results and experiences to their customers.
How GM is leveraging AI and automation in their content creation process to deliver more personalization.
Why marketers should focus on a "cocktail recipe" of first-, second-, and third-party data to better understand their customers.
How Jay used SCANERS — search, content, availability, navigation, ratings, and subscriptions — to drive GM's e-commerce business.
What channels are working for GM, and how they're focusing more on "disposable content."
The technology trends that will shape the future of marketing, including generative AI, clean room data collaborations, and VR.
Max speaks with Jelena Zbijowski, Head of CRM and Product Marketing at Blinkist. They discuss how Blinkist engages and retains its customers through its "famous" onboarding screen, education, and selective communication. They also talk about the necessity of collecting zero-party data to inform your personalization efforts, how AI will elevate customer engagement, and advice for marketers around testing, learning, and listening.
Topics discussed:
How Blinkist increases retention by understanding the user, educating them, and being selective with their communication.
The unique benefits and challenges for CRM and retention with subscription-based businesses.
Why the CRM team should start engaging at onboarding so they can create personalized experiences sooner.
How the "famous Blinkist subscription screen" works to drive retention.
Why the foundation of personalization should be the zero-party data you collect from your customers.
How AI may challenge the balance between personalization and privacy, but how it will ultimately be a tool to elevate customer engagement.
Advice for marketers that includes why you should test, learn, and listen, as well as why you should be more data-informed.
Max speaks with Chase Young, VP of Marketing - CRM & Database Marketing at Consumer Cellular. They discuss how Consumer Cellular differentiates itself in appealing to their 50+ demographic, why their monthly bill is a successful marketing channel, and how they rely on education at onboarding. They also talk about how channel aggregation tools are the next tech trend, and why sending communication that feels personal is better than "the right offer at the right time."
Topics discussed:
How Consumer Cellular differentiates itself in how they appeal to their target audience in the 50+ demographic.
Why one of the successful channels for Consumer Cellular is the physical bill they send out.
The challenges to retaining customers, including poor cell service and lack of tech knowledge — which can be remedied with education.
Advice for consumer marketers to try on different roles for more insight into other business units.
How marketing tools are evolving to include more channel aggregation.
Why "being personal is better than personalizing" and how we can't always rely on technology to "speak from the heart."
Max speaks with Álvaro Castañeda, Head of CRM and Customer Service at Freepik Company. They discuss how Freepik starts their personalization efforts as soon as the customer registers, how they manage their data, and how they use mission-driven teams to accomplish a common goal. They also talk about the challenges to CRM today, how AI can be a tool to enhance CRM, and what channels will be important in the future.
Topics discussed:
Why Freepik begins personalization as soon as a customer registers, and the importance of onboarding.
How Freepik engages with customers to move them from freemium to premium.
What tech stack Freepik uses and how they manage their data.
How Freepik uses mission-driven teams to align across departments on common goals.
The biggest challenges to CRM today, including AI, data privacy, and staying relevant.
What channels will be most important and effective in the future, like the website and email.
Advice for young marketers that includes learning how to engage with customers by starting your own mini-business.
Max speaks with Rick Loughery, VP Global Marketing & Communications at GoPro. They discuss how GoPro identifies customer niches and speaks authentically to them, how they support their influencers, and why they're "on the ground" with customers to learn more from them. They also talk about the strategies GoPro uses for retention, the importance of knowing how to show up on platforms, and what the future looks like with “more informed data.”
Topics discussed:
GoPro's strategy of identifying niches and talking authentically to them, and then evolving that outreach as consumer marketing trends change.
Why true engagement means going where your customers are and interacting with them "on the ground."
The approaches GoPro takes to retention through providing video editing tools, motivational content, and rewards.
The importance of knowing how to show up on platforms for engagement, not just post content.
How personalization centers around being able to speak authentically to specific audiences.
Advice for marketers today, including the importance of staying agile and having fun.
Why the future of consumer marketing will be built on "more informed data."
Max speaks with Jeanniey Walden, Senior VP, Chief Marketing Officer at RITE AID. They discuss the early days of marketing and what it was like working on the first personalized email campaign, to how generative AI is supporting marketers with strategy, research, and brand building today. They also talk about what data RITE AID leverages to inform marketing strategies, the importance of working across teams, and why marketers need to speak business language for impact and influence.
Topics discussed:
The story of how Jeanniey worked on the first personalized email campaign and how email has become our digital identifier.
Why marketers should continue to improve their personalization efforts and how generative AI can help with research and brand building.
A day-in-the-life of a CMO and its focus around listening to the community and making changes based on feedback.
What data RITE AID is tracking to help them better understand the customer journey and how they're leveraging it to improve campaigns.
The importance of working across teams to create the best customer experiences.
Why the best thing marketers can do in their career is learn how to translate "marketing speak" to financial language that CEOs, CFOs, and boards will understand.
What tech trends are influencing marketing today and why strategy should be built around a deep knowledge of your customer.
Max speaks with Raja Rajamannar, Chief Marketing & Communications Officer; President, Healthcare Business at Mastercard. They discuss how marketers today should rethink traditional approaches like the purchase funnel and loyalty programs and start focusing on "preference management" instead. They also talk about what technology is shaping marketing, how new tech stacks will develop, and why augmented reality is the next game changer.
Topics discussed:
Why we need to challenge the classical principles of marketing and reimagine them for today's customer behaviors and technology — as outlined in Raja's book Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers.
Why traditional approaches like the purchase funnel and loyalty programs are no longer working, and what to do instead.
How to create stickiness by taking a "preference management" approach to tracking and engaging customers.
Why we'll see a new breed of marketing tech stacks developed by up-in-coming companies — not run by the tech giants.
Why augmented reality will be the next big tech game changer in marketing in its ability to deliver value to customers.
How Raja made the shift from being an engineer to marketing when overhearing a cosmetic advertising campaign and stepping in to suggest a better one.
Max speaks with Stephanie Horton, Senior Director of Global Consumer Marketing, Commerce at Google. They discuss how marketers should meet customers where they are on various channels, why you should focus on testing and experimenting with your channel mix, and how customer retention comes from solving customer pain points. They also talk about working with your product team to create the customer journey, how to get creative when there are budget constraints, and why marketers should prioritize gaining experience, not job titles.
Topics discussed:
The path of Stephanie's career, from starting in finance, to becoming CMO of Farfetch, to Google inviting her to become the Senior Director of Global Consumer Marketing.
How to effectively approach your channel mix, and why it's crucial to try new channels, yet test and learn as you go.
The importance of retention and solving customer pain points, especially at a maturing brand like Google.
How the marketing team works with the product team to understand the customer journey and create a better value proposition.
Why the biggest challenge to marketing today is constrained budgets, and how that can push you to be creative.
Advice to young marketers on why it's better to chase after experiences than job titles.
Max speaks with Doug Vosik, Senior VP of Marketing & Communications/CMO at the Houston Texans football team. They discuss how to build fan engagement, including the necessity of changing the message depending on whether the team wins or loses, and the complexity involved in satisfying each fan's unique needs. They also talk about how the back office integrated data feeds into real-time dashboards and what the future of channel optimization will look like.
Topics discussed:
Doug's journey to sports marketing after working at Virgin, and why a sneaker obsession helped him get his foot in the door.
The variety of verticals that a CMO of a sports team interacts with on a daily basis, from classic marketing functions, to community engagement, to entertainment at the stadium.
How engaging fans changes depending on whether the team is winning or losing and how lifecycle marketing is driving fans to become season ticket holders.
How taking a chance on a fun marketing video turned a team's season around.
The "complexity of satisfaction" and why you need data to learn what each fan wants and how to cater to it.
How the Texans' SVP of Business Analytics collected their data feeds into one real-time dashboard on Tableau.
Where the future of marketing channels is going and the importance of moving away from channels that are dying to channels where fans actually spend their time.
Max speaks with Gabrielle Valdez Dow, VP, Marketing & Fan Engagement at the Green Bay Packers football team. They discuss how the Packers create personalized experiences for their fans across digital channels and in the stadium, how they adjust their messaging based on wins or losses, and how they're tracking the "driveway-to-driveway" fan journey to increase engagement. They also talk about what channels are most successful, advice for marketers, and what the future of fan engagement will look like.
Topics discussed:
The necessity of retaining and engaging sports fans year round, not just during the season.
The ways in which the Packers adjust their messaging after wins or losses in order to continue to engage fans.
The success of different mediums for the Packers and how to measure successful fan engagement across platforms.
How to create personalization across various channels like email and app, and the potential for personalization in more passive channels like TikTok and YouTube.
How the Packers are tracking the fan journey, creating opportunities for touchpoints and connection, and rewarding fan engagement.
Advice for marketers that are just getting started or who want to go into the sports industry.
What the future of fan marketing will look like across digital channels and in the stadium.
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