Builders Wanted

This episode features an interview with Patricia Corsi, Chief Marketing and Information Officer at Bayer – Consumer Health. She has over 20 years of international brand-building and digital experience in the consumer goods industry. Previously, Patricia served as the CMO of Heineken Mexico and held leadership roles at Unilever, Kraft, Johnson & Johnson, and Sony Music. In this episode, Kailey and Patricia discuss creating a frictionless consumer journey, how AI can accelerate capabilities, and building trust with consumers.-------------------Key Takeaways:When facing noisy and complex times, it’s important to connect with consumers in a time and place when it’s needed. Whether that’s through apps or platforms, connectivity creates a frictionless consumer experience.Technology and data have helped us move away from a reactive state when it comes to healthcare. These tools help us have engaging conversations with consumers and create proactive health behaviors.Using data collected by AI, marketers can identify insights into how to best support consumers on their journey to better health.-------------------“We tend to be very reactive to our health, when we know we are getting older. This is the role that we need to play, especially now using data and technology. We can have a much more engaging conversation directly to the consumer and maybe, for the first time, change this behavior of people towards their health on being less reactive and a little bit more proactive.” – Patricia Corsi-------------------Episode Timestamps:‍*(03:03) - Patricia’s career journey‍*(08:46) - Trends in the consumer experience journey at Bayer – Consumer Health‍*(17:26) - How Bayer – Consumer Health is implementing AI‍*(28:14) - An example of another company doing it right with consumer engagement (hint: it’s Movember, Cadbury, and Spotify) ‍*(30:55) - Changes in consumer experience in the next 6-12 months*(32:41) - Patricia’s recommendations for upleveling consumer experience strategies-------------------Links:Connect with Patricia on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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 Pete Housley, Chief Marketing Officer at Unbounce, the leader in AI landing pages and conversion intelligence software for marketers. Pete is a senior executive with President, CEO, CMO, and CRO experience in retail, hospitality, digital pure play, and consumer goods industries. He is also the host of Unprompted, a podcast that explores the intersection of AI and marketing.In this episode, Kailey sits down with Pete to discuss how marketers are using AI in their workflows today to increase efficiency and ROI. From improving campaign conversions and reducing time spent on execution to generating predictive audiences, get inspired to boost your AI adoption.-------------------Key Takeaways:Moving forward with AI adoption all starts with your data. You need to have a strong foundation with high quality data, otherwise you may not get the results you want.AI tools like ChatGPT have dramatically enabled content creation. Now, solopreneurs and founders can do everything a full service agency can do, even though they lack a marketing team. Chatbots with AI functionality just might be the area where AI adoption is highest, especially in customer support. Those files can be loaded into AI chat tools and used in a self-serve environment for customers and is an efficient tool for call center agents.-------------------“If you're going to get on the AI trend, you need a solid data foundation. Structured data that is repeatable, that is a universal source of truth. My opinion is that companies and even well, well run enterprise-level companies often have a long way to go on their data maturity curves. The cost of business transformation, moving off of legacy systems and old databases can sometimes be overwhelming to companies and they get stuck.” – Pete Housley-------------------Episode Timestamps:‍*(04:24) - Pete’s career journey‍*(10:38) - Trends that are impacting marketing and customer engagement in tech ‍*(18:30) - Where companies are in their AI adoption curve ‍*(28:54) - How Pete defines “good data” ‍*(36:20) - Pitfalls of AI that we should avoid ‍*(43:28) - Changes on the horizon in AI and marketing*(45:13) - Pete’s recommendations for upleveling customer experience strategies-------------------Links:Connect with Pete on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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 Dan Visnick, Chief Marketing Officer at HoneyBook, the leading business and financial management platform for solopreneurs and freelancers. Dan has over two decades of technology and internet industry experience, from start-ups to established brands. Prior to HoneyBook, he led global marketing for Change.org, was head of consumer marketing for Google Shopping, and held various marketing leadership roles at Yahoo!In this episode, Kailey and Dan discuss leading marketing efforts with an authentic voice, applying B2C tactics in a B2B world, and using AI to build customer experiences.-------------------Key Takeaways:Customers have grown tired of the corporate spiel in marketing. Approaching your marketing with an authentic and unmanicured tone of voice makes your company resonate with customers in a more human way.Just because you’re a B2B company doesn’t mean you can integrate B2C practices and tactics. As Dan learned, building an inbound funnel, referral programs, and providing premium assistance can actually help you reach higher levels of efficiency in the long run.If you’re not using AI to build customer experience, you’re already behind the curve. For example, chatbots can help reduce support tickets and enable your support team to have faster response times. AI can also improve conversion rates by providing instant gratification to customers.-------------------“We've also been using predictive modeling to target who is relevant for our business. We started off with an internal algorithm to identify what segment someone is once they started a trial. Then we could speak to them and personalize how we address their onboarding journey. But now, we're using that externally well to identify who are the best product market fit in advance so that we can have higher efficiency in our own business and acquisition.” – Dan Visnick-------------------Episode Timestamps:*(02:56) - Dan’s career journey‍*(07:05) - Trends in the customer experience journey at HoneyBook ‍*(08:10) - How HoneyBook uses AI to build customer experience‍*(16:46) - How Dan applies B2C tactics in a B2B environment ‍*(23:42) - How Dan defines “good data” *(32:32) - An example of another company doing it right with customer engagement (hint: it’s Duolingo and USAA)‍*(36:57) - Changes in customer experience in the next 6-12 months*(38:25) - Dan’s recommendations for upleveling customer experience strategies-------------------Links:Connect with Dan on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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 Ilan Frank, Vice President of Product at Airtable. Ilan has over 2 decades of experience in building productivity solutions around specific requirements within administration, security, compliance, and scale. Before joining Airtable, he was an early leader at Slack, where he helped the company scale to win the enterprise.In this episode, Kailey sits down with Ilan to discuss the PLG gap, how Airtable is helping customers leverage AI, and driving alignment through culture and communication.-------------------Key Takeaways:The most successful companies these days are the ones that start with PLG. They are creating value and delight for their end users who then share those positive experiences with their colleagues.Using AI to create a great customer experience needs three things. The first is getting AI into the hands of app developers so they can deliver more functionality to end users. Second, use machine learning to make decisions and predict information in your app. And finally, use AI as an assistant to builders so they can build faster.When growing your enterprise software, relationship building is key. It’s important to connect product managers and engineers directly with customers to figure out which features they’re most excited to try. These relationships create champions for growth of your software.-------------------“The companies that are going to be successful now in this decade, are ones that start with PLG. They start with creating value for end users, and those end users are just delighted and can't wait to share it with their colleagues. It's going to be very difficult for a company to come in and just basically create a better ServiceNow, or a better Workday, or better Salesforce without that.” – Ilan Frank-------------------Episode Timestamps:‍*(02:47) - Ilan’s career journey*(07:50) - How AI relates to customer experience in enterprise technology*(18:59) - Ilan explains the PLG gap‍*(26:51) - How Ilan defines “good data” *(36:44) - An example of another company doing it right with customer engagement (hint: it’s Snyk and Figma)‍*(39:45) - Changes in customer experience in the next 6-12 months*(42:43) - Ilan’s recommendations for upleveling customer experience strategies-------------------Links:Connect with Ilan on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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 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 LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios‍-------------------SponsorGood 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 LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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 LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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 LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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 LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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 AdvantageConnect with Marbue on LinkedInBuy Marbue’s book Blueprint for Customer ObsessionConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood 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.