MarTech Podcast ™ // Marketing + Technology = Business Growth

Emma Westley, a Fractional CMO and content strategy consultant at immerj, sheds light on the booming trend of fractional CMOs. She shares how startups benefit from this flexible model, allowing access to top-tier marketing expertise without the hefty price tag of a full-time hire. Emma explores the unique challenges fractional CMOs face in managing multiple organizations while adapting to each client's culture. Plus, she clarifies the distinctions between fractional leadership and traditional consulting roles, providing insights for businesses navigating their marketing strategies.

Jay Schwedelson, founder of Subjectline.com, discusses email marketing tactics on the martech podcast. He emphasizes the importance of engaging subject lines, such as starting with numbers, capitalized words, or emojis, which can increase open rates by 20%. He also highlights the need for frequent, relevant emails to avoid spam filters and suggested using first-person call-to-action buttons to boost click-through rates by 25%. Schwedelson advises against relying solely on pop-ups for list building and stresses the value of personalized subject lines based on job functions or company names. He also debunkes the myth that marketers send too many emails, advocating for quality over quantity.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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.