OnBase: Smashing Sales and Marketing Misalignments Ep. 554 | Beyond Speed & Price: Redefining Broadband Marketing with Scott Neuman
In this episode of OnBase, host Chris Moody talks with Scott Neuman, VP of Marketing at Calix, about how broadband providers can move beyond competing on price and speed to deliver personalized, value-driven experiences. Scott shares lessons from his career in advertising, IBM, and Calix, highlighting how data, AI, and “campaigns in a box” empower even small teams to succeed. From proactive customer touchpoints to unconventional ideas like “grandparent gamer” packages, this episode offers practical strategies for redefining marketing in broadband and beyond.
Key Takeaways
- Don’t Compete on Price & Speed Alone: Broadband must shift from commodity marketing to value-driven offerings like parental controls, security, and ease of use.
- Positive Touchpoints Matter: Most subscriber interactions are negative (billing, outages). Providers must create proactive, goodwill-building moments.
- AI + Data = Competitive Advantage: Data-driven insights enable micro-segmentation, predictive problem solving, and tailored offerings for subscribers.
- Empowering Small Teams: Calix’s “campaigns in a box” and customer success teams give small regional providers the resources of a big marketing agency.
- Unconventional Bets Win: From senior gaming packages to employee social advocacy, bold strategies can differentiate in crowded markets.
Quotes
“Stop selling gig speeds and price tags. Start selling peace of mind, security, and better lives.”
-Scott Newman emphasizes that marketers should shift their focus from competing on features and price to competing on value and customer experience.
Best Moments
(00:24) – Scott shares his three career chapters: advertising, 18 years at IBM, and his current role at Calix.
(02:41) – Why broadband providers must move beyond selling speed and price, and instead market experiences like parental controls and security.
(07:51) – Proactive customer engagement and how Calix uses quality-of-experience (QoE) scores to build positive touchpoints.
(10:51) – Extending connectivity beyond the home: outdoor Wi-Fi, community broadband, and differentiating from “fast and cheap” competitors.
(20:56) – How Calix’s “campaigns in a box” and customer success teams empower even the smallest providers to market like pros.
(23:55) – The rise of unconventional packages, including “grandparent gamer” bundles and work-from-home segmentation.
(28:01) – Unlocking employee advocacy and building social “armies” to amplify the brand authentically
Tech recommendations
- Account-based marketing platforms
Resource recommendations
Podcasts
Shout-Outs
- Jon Iwata, Executive Chair, Data and Trust Alliance and former Chief Brand Office IBM, for inspiring Scott with visionary branding and mission-driven messaging.
About the Guest
Scott Neuman is a seasoned marketing professional with over 30 years of experience, specializing in the intersection of technology and marketing strategy. Currently serving as the Corporate Vice President of Marketing at Calix, he has a proven track record of driving double-digit growth through innovative marketing strategies. Scott's expertise spans various domains including B2B marketing, demand generation, and integrated marketing communications, making him a catalyst for organizational transformation. He holds an MBA from Cornell and a Certificate in Disruptive Strategy from Harvard Business School Online. Beyond his professional achievements, Scott is also a dedicated family man, residing in Norwich, Vermont with his wife and three children. His passion for storytelling and customer-centric marketing helps brands connect meaningfully with their audiences, ensuring their challenges are met with effective solutions. Scott's leadership experience and strategic insights have positioned him as a thought leader in the marketing field.