The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

Today we’re going to talk about a topic we don’t talk about much on this show - nonprofits, and more specifically since it’s December, end of year giving. If you’re like me, you’re probably currently being inundated with calls to donate from nonprofits on TV, email, social media, and any other channel you interact with.Just like other much larger brands, nonprofits struggle with acquisition and retention issues, and today we’re going to talk about how customer, or donor, retention is both a challenge and an opportunity, and even those in the for-profit space might get some insights from this discussion as well.To help me discuss this topic, I’d like to welcome Ann Fellman, CMO at Bloomerang.ResourcesPartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding!Bloomerange website: https://bloomerang.co/Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.comGet the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.comCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.comThe Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnowThe Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.companyLearn more about your ad choices. Visit megaphone.fm/adchoices

Today we’re going to talk about the role of product leaders in shaping the customer experience, and how continuous learning and continuous improvement help build great product teams.To help me discuss this topic, I’d like to welcome Jess Keeney, Chief Product Officer at Duck Creek Technologies.Resources PartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding! Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/ For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company Learn more about your ad choices. Visit megaphone.fm/adchoices

Today we’re going to talk about demystifying CX governance, what exactly we mean by “governance,” as well as the components that make it truly work for an organization—and their customers.To help me discuss this topic, I’d like to welcome Sami Nuwar back to the show. He is a Customer Experience Leader and Thought Leader who has worked with some of the world’s top brands on CX initiatives.Resources PartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding! Flavors of Governance: Governance can take many forms, but here we describe two types. We ask ourselves a key question: what are we governing? For operational governance, we're managing how we work or operate. For accountability governance, we're managing the changes to the business. Governance Functions: What are the types of work or functions that exist in a governance role? This document highlights the key jobs to be done within a governance function. Key Questions Gov Should Answer: As we drive our governance, what are the key questions we should be asking ourselves and our peers to be able to tell if we're making an impact? Goals and Measurements Success: measurements can depend on the state of your program and the readiness of the business, both of which can and will change over time. And so too should your measurements. Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/ For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company Learn more about your ad choices. Visit megaphone.fm/adchoices

Today we’re going to talk about building a culture of experimentation and how it can benefit B2B brands.To help me discuss this topic, I’d like to welcome Kirsty Dawe, CEO at Webeo.RESOURCES PartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding! Webeo website: https://www.webeo.com/ Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/ For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company SYNOPSISPromoting innovation and experimentation in an organization begins with establishing clarity on the company's overall goals and ensuring that everyone is aligned towards those goals. This entails providing all employees with a clear understanding of the organization's collective objectives. Such clarity empowers individuals to confidently suggest ideas and communicate their thoughts, knowing that their contributions are in line with the company's overarching goals. Moreover, a clear understanding of the company's goals ensures that experiments and initiatives are more impactful, as they are aligned centrally rather than being isolated in individual silos.In the episode, it is emphasized that granting employees easy access to high-quality data is crucial for making informed decisions and determining where to focus experimentation efforts. The speaker underscores the significance of data within an organization, as it may sometimes be lacking. They suggest that access to data enables employees to decide where to begin and what to test or experiment with. By having easy access to data, employees can identify areas that are likely to have the greatest impact and allocate their time effectively. This access to data helps align experiments with the organization's goals and prevents individuals from working in isolation. Overall, the episode highlights the importance of providing employees with easy access to reliable data to drive effective experimentation and decision-making.According to the episode, creating a culture of experimentation involves celebrating both successes and failures. The speaker emphasizes the importance of acknowledging success and learning from failures. They suggest that failures should be presented as valuable insights into what doesn't work, rather than setbacks. This perspective reframes failures as opportunities for growth and learning. The speaker also highlights the need to share the lessons learned from failures across the organization. By doing so, everyone can benefit from the knowledge gained and avoid repeating the same mistakes in the future. This culture of celebrating both successes and failures and sharing the learnings fosters a supportive and innovative environment where experimentation is encouraged.Learn more about your ad choices. Visit megaphone.fm/adchoices

Today we’re going to talk about 'the reseller advantage' and how to modernize businesses by using cloud communications, without compromising customer relationships.To help me discuss this topic, I’d like to welcome Patrick Sheehan, Intermedia's VP Channel Development and Distribution.RESOURCESPartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding!Intermedia website: https://www.intermedia.comSign up for The Agile Brand newsletter here: https://www.gregkihlstrom.comGet the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.comCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.comThe Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnowThe Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.companyLearn more about your ad choices. Visit megaphone.fm/adchoices

Today we’re going to talk about successful BPO, or Business Process Outsourcing, and what the enterprise can to do make it a win-win for the business and customers.To help me discuss this topic, I’d like to welcome Sarah Ellenberg, Vice President of Professional Services.RESOURCESSign up for The Agile Brand newsletter here: https://www.gregkihlstrom.comGet the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.comCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.comThe Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.companyLearn more about your ad choices. Visit megaphone.fm/adchoices

In the ever-evolving landscape of work, where AI permeates our daily routines, it is imperative for teams at every company, including marketers, to embrace technology like AI in order to thrive and maintain a competitive edge. By understanding and harnessing the potential of AI, marketers can propel their companies towards success, keeping them relevant and at the forefront of their respective industries.Today we’re going to talk about why marketers need to be comfortable and fluent in technology like generative AI to support their org’s marketing strategy, development, and execution, and how reskilling and upskilling play a role in this.To help me discuss this topic, I’d like to welcome Michelle Boockoff-Bajdek, CMO at Skillsoft.RESOURCESPartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding!Skillsoft website: https://www.skillsoft.comSign up for The Agile Brand newsletter here: https://www.gregkihlstrom.comGet the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.comCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.comThe Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnowThe Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.companyLearn more about your ad choices. Visit megaphone.fm/adchoices

Today we’re going to talk about Localization, Personalization, and AI, and how using these methods and tools well can increase ROI and improve the multi-channel customer experience.To help me discuss this topic, I’d like to welcome Stephanie Shreve, Chief Marketing Officer at PowerChord.RESOURCESPartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding!Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.comGet the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.comCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.comThe Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnowThe Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.companySYNOPSISIn this episode, the Stephanie Shreve from PowerChord emphasizes the importance of marketers dedicating time to reading and learning in order to keep up with the rapidly changing landscape. They highlight that with the constant changes, setting aside time to learn will help marketers stay at the forefront and avoid being left behind. While acknowledging that it may not always be easy, the guest believes that marketers should make an effort to learn as often as possible, considering it part of their job.Another topic discussed in the episode is the significance of predictability and demonstrating results for businesses. The guest speaker emphasizes the importance of being able to show businesses that their investment will yield specific results. This predictability is seen as beneficial for businesses in terms of planning and decision-making. The guest suggests that AI can contribute to this predictability by analyzing real-time and historical data to identify potential buyers and buyer groups that may have been overlooked. By having a more predictable understanding of what is likely to happen, businesses can target new markets and expand their brand's reach. Overall, the episode highlights predictability and the ability to show results as crucial factors for businesses to consider in their marketing strategies.The speakers also discuss how organizations should measure success in conversational marketing based on their goals. They emphasize the importance of analyzing where people drop off in their interactions. By identifying the reasons for drop-offs, organizations can gain valuable insights and make improvements to their conversational marketing strategies. For instance, if users are not completing a product recommendation chat, organizations can investigate whether all questions are being answered or if users are only answering a few before stopping. This analysis helps organizations understand user tolerance for questions and engagement levels. Additionally, organizations can identify areas where questions are not being answered properly and make adjustments to enhance the user experience. Overall, measuring success in conversational marketing involves analyzing user behavior and making improvements based on the insights gained.Learn more about your ad choices. Visit megaphone.fm/adchoices

Today we’re going to talk about enhancing E-commerce with AI by improving personalization, relevance, and the overall customer experience.To help me discuss this topic, I’d like to welcome Sean Mullaney, a former Stripe and Google Executive, who is now Chief Technology Officer at Algolia, which you may or may not know is actually the second largest search engine behind Google, powering more than 1.75 trillion consumer search requests each year.RESOURCESPartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding!Algolia website: https://www.algolia.comSign up for The Agile Brand newsletter here: https://www.gregkihlstrom.comGet the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.comCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.comThe Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnowThe Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.companyLearn more about your ad choices. Visit megaphone.fm/adchoices

Nano Interactive’s recent data showed that 70% of UK consumers now regularly hide their personal data when online, and as the Government pushes through both its Data Protection and Digital Information Bill and its Online Safety Bill, marketers need to be prepared for the post cookie apocalypse or they risk being left behind and their ad effectiveness will suffer.Today we’re going to talk about the post cookie world and what this means for advertisers and marketers, and how it stands to affect the customer experience.To help me discuss this topic, I’d like to welcome Carl White, Co-Founder and Group CEO at Nano Interactive.RESOURCES PartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding! Nano Interactive website: https://nanointeractive.com/  The Agile Brand podcast website: https://www.gregkihlstrom.com/theagilebrandpodcast Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/company/the-agile-brand/ For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.companySYNOPSISIn this episode, guest Carl White shares valuable advice for brands navigating the post-cookie world. He emphasizes the importance of brands fully understanding the evolving technologies in marketing and advertising. This entails dedicating time to learn and familiarize themselves with emerging approaches and techniques. One specific recommendation is to acquire the skills to model and scale data using these new approaches. This involves analyzing and interpreting data to make informed decisions and optimize marketing strategies.Furthermore, White advises brands to move away from relying solely on identity and profiling techniques. Instead, he encourages them to adopt a post-ID approach, thinking beyond traditional methods. This means not depending solely on walled gardens, platforms with restricted access to user data, for answers. Instead, brands should explore alternative methods and solutions.Overall, the advice for brands in the post-cookie world is to proactively understand and utilize new technologies while avoiding over-reliance on traditional identity and profiling techniques.Learn more about your ad choices. Visit megaphone.fm/adchoices