MarTech Podcast ™ // Marketing + Technology = Business Growth

Jeff Nelder, Chief Purpose Officer at Employer Funded Financial Aid Inc., delves into the significance of purpose-based brand strategy. He explores the essence of aligning a company's mission with its purpose, emphasizing how intentionality and authenticity can forge trust and drive brand success. Jeff provides insights on how stakeholders can benefit from a clearly defined purpose and mission, offering examples and strategies for marketers to articulate and promote their brand’s purpose effectively. This discussion encourages a shift in focus from mere profit generation to delivering consistent value, ultimately building a trusted and purpose-driven brand.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Val Riley discusses the intriguing idea of the 'CRM Moneyball moment,' where data helps unveil hidden potential in business. She shares a success story from Indiana, where a company boosted used equipment sales through effective data organization and automation. The conversation highlights the fine balance between CRM automation and the necessary time for analysis. Additionally, they explore how modern tools and AI can unearth valuable insights, allowing sales leaders to make informed strategic decisions.

Val Riley, VP of Marketing and Strategy at Unbounce, discusses the acquisition of Insightly by Unbounce. The acquisition aims to integrate Insightly's CRM data with Unbounce's landing page optimization, providing a comprehensive view of the customer journey. This combination allows for end-to-end conversion tracking, enhancing marketing insights and customer retention. Riley highlights the CEO's experience with CRM platforms and the importance of integrations. Looking ahead, she envisions a revenue intelligence platform that competes with HubSpot, targeting sales-led organizations. The conversation also touches on broader martech trends, including increased acquisitions driven by economic conditions and the need for innovation. Show NotesConnect With: Val Riley: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marc Sirkin, CEO of Third Door Media, shares insights on his company's recent acquisition by Semrush. He discusses the year-long journey to finalize the deal, noting the challenges faced during the transition to a publicly traded company. The conversation dives into Third Door Media's evolution from a search-focused entity to a martech powerhouse. Sirkin emphasizes the delicate balance of maintaining creative independence within corporate structures and the importance of brand integrity in the shifting media landscape.

Jared Luskin, Head of Platform and Media Partnerships at Bridg, shares his expertise in revitalizing marketing for local grocers and convenience stores. He emphasizes the importance of data accuracy in loyalty programs to enhance customer engagement. The conversation highlights unique marketing opportunities within the fragmented convenience store market and how purchase data can refine targeting strategies. Jared also discusses the evolving dynamics of retail media networks and their impact on profitability, making a compelling case for data-driven marketing.

Jared Luskin, Head of Platform and Media Partnerships at Bridg, shares his expertise on the rise of retail media networks. He discusses innovative ways to target in-store shoppers beyond loyalty programs by leveraging point of sale data. The conversation highlights how platforms like Ripple connect regional grocers to bigger CPG brands, enabling effective marketing strategies. Luskin also delves into the significance of customer identity resolution in enhancing retailer understanding and the necessity for tailored marketing approaches across various scales.

Kelley Thornton shares a roadmap for scaling a DTC business to $10 million in annual revenue. He emphasizes the importance of execution and market testing for successful product development. The conversation highlights the benefits of subscription models, including customer loyalty and satisfaction. Customizable subscription options are explored as a way to enhance user experience and operational efficiency. Thornton encourages entrepreneurs to capitalize on the level playing field that the DTC market offers.

Discover the potential of subscription models as a game-changing pricing strategy for direct-to-consumer brands. Explore how simple skincare systems for men can cater to customer needs and ensure satisfaction. Delve into the benefits and challenges of implementing these models, including the importance of flexibility and user-friendly cancellation processes. Kelley Thornton shares valuable insights on enhancing customer experiences while driving business growth.

Explore the vital transition from direct-to-consumer to retail marketing. Discover the significance of brand differentiators in the skincare industry. Learn how to identify and leverage your unique selling points for market success. Kelley Thornton shares key insights on preparing for bulk distribution, including packaging and pricing strategies. This conversation highlights the importance of organizational readiness and effective brand presence in navigating the retail landscape.

Kelley Thornton discusses the unique challenges retail brands face when deciding between in-store sales and direct-to-consumer strategies. He emphasizes the importance of brand differentiation and understanding market demands. The conversation navigates the increasing shift towards online shopping and the need for agility in retail. Insights on adapting to consumer behaviors shaped by platforms like Amazon and TikTok provide valuable perspectives for brands looking to thrive in a competitive landscape.