Marketer’s Alchemy: Turning Data Into Gold

  In this episode, Kathryn speaks with Liz Teran, Chief Marketing Officer at Owlet Baby Care, discussing how to market to a rapidly changing addressable market with very short buying cycles. Liz shares her insights into leveraging both quantitative and qualitative data, as well as how they tweak their messaging to accommodate for different mindsets throughout the buyers' pregnancy journey. Guest Quote: “Owlet has one of the largest infant health data sets in the world. so this is really exciting. We're just getting started, but there's so many opportunities for us to use that information to, you know, empower parents further to just delight them in their product experience. For example, things we're talking about but haven't implemented yet, might be like, ‘Oh, we can see that your baby woke several times last night. It looks like you had a rough night, mom. You know, here's a Starbucks gift card on us. Have a good day.' You know, so it's not just the product pieces of like, oh, your child might be getting sick, or this, you know, key health metric has changed for them, but also just provide them a delightful brand experience as well. And I think that's really magical.”Episode Breakdown: [03:51] Alchemy Unveiled: Take the path less traveledDigging into the data often leads you down a path that differs from industry trends or traditional approaches. Make sure to leverage scrappy, intuitive data to truly understand buyer needs.  [11:09] From Nuggets to Campaign Gold: Nothing beats word-of-mouthWhen Owlet learned that 50 percent of their customers first heard of them through a friend or family member, they changed their strategy, leaning into parent stories over features. [20:02] Gold Rush! Gain Inspiration As a Consumer Sometimes, the best inspiration and way to get a pulse on the marketing industry, is to pay attention to what grabs you as as a consumer. Pull inspiration from other disciplines and keep your marketing hat on as you move through the world (and in the internet).  Links & Resources:Connect with KathrynConnect with LizLearn more about DeluxeLearn more about Owlet Baby Care

In this episode, Kathryn talks with Mary Ann Donaghy, Chief Marketing and Customer Experience Officer of ZIPS Cleaners, discussing marketing in a franchise business and understanding the mindset of your customer. Mary Ann shares how they have leveraged a consumer research project to better understand customer demographics and behavior, highlighting the significance of consumer insights. She also covers strategies for opening new franchise locations and their efforts to reach a younger consumer. Guest Quote:"We saw that our customers bring in a broader range of items than other customers.  You know, so their whole mindset is very different. They didn't care as much about bells and whistles, you know, they didn't care about having a free bottle of water or coffee or, you know, wooden hangers or things that a higher end dry cleaner might provide. They want a good solid cleaning, they want it fast, and they want it cheap because they're bringing in, you know, a lot of items every week. So, super interesting and it also then gave us a baseline for what we would do moving forward from a messaging, and targeting standpoint."Episode Breakdown: [01:58] Alchemy Unveiled: Understand the customer mindset Unique and specific aspects of your customer mindset influence their buying behavior. Mary Ann discusses leveraging a consumer research project to guide marketing decisions. [18:27] From Nuggets to Campaign Gold: Tapping into underlying emotion Researching and tapping into emotional drivers is key to a successful campaign. Mary and her team made sure to tap into the emotional side of decisions in their UMC campaign. [30:22] Gold Rush: Data reveals opportunities You can't understand the opportunities in front of you without data. It is essential to understand the direction you want to pursue.  Links & Resources:Connect with KathrynConnect with Mary AnnLearn more about DeluxeLearn more about ZIPS Cleaners

In this episode, Kathryn talks with Ari Sheinkin, CMO, IBM Consulting, discussing how data and testing unleashes creative potential. Ari dives into the 'data first' principle at IBM, the importance of understanding customers through data, and how this approach impacts marketing decisions. He also talks about an exciting campaign at Grand Central Station and how AI is improving campaigns. Guest Quote:So a lot of the data science that I'm spending time now back with my old team is the idea of buying groups.  And the complexity of the buying dynamics when you have to message and engage with 17 different stakeholders and all their influencers at the same time.  And there's some really good insight that's come out of it, for instance, for us, is if we can get to four members or more of the buying group within 60 days, that's the trigger for us. Which we never really understood before. We thought there's lots of them, let's just throw our marketing out there. But it really ends up being what we call the four plus model. Four or more members of the buying group in 60 days on message, and we see a four times increase in our conversion rates.Episode Breakdown: [03:07] Alchemy Unveiled: The data science of buying committeesBuying committees are very complex and marketing to them can feel like a major challenge. Ari gives us insights into the data science that has transformed how they reach large groups of stakeholders. [12:26] From Nuggets to Campaign Gold: Grabbing attention in Grand Central StationTaking the tension out of the demand problem - don't rush straight to demand. Taking the approach to introduce yourself and share information, instead of selling, can drive engagement in an impressive way. [26:01] Gold Rush: There's no tension between data and creativity Data should never stop someone from being creative. It should allow creativity to exist in a testable framework, allowing for experimentation.  Links & Resources:Connect with KathrynConnect with AriLearn more about DeluxeLearn more about IBM

In 2024, Marketer's Alchemy welcomed some of the most brilliant pioneers in their fields - leaders from Nationwide, Meta, PepsiCo, and many more.As we often say on this show: marketing is an art, and data is a science. Our guests embodied that philosophy, sharing what's top of mind for them, the successes and challenges of their campaigns, and their visions for the future.In this special episode, we're bringing you the highlights - the very best insights from last year's conversations. To listen to or watch the full episodes, check out the links below:Natalia Lumpkin, PepsiCoChris Villareal, MetaTiffany Grinstead, NationwideLlibert Argerich, ThumbtackClare Dorrian, SugarCRMJasper Martens, PensionBeeRachel Sterling, Identity DigitalAndrew Fujii, LGADan Westhues, Central Bank Links & Resources:Connect with KathrynLearn more about Deluxe

In this episode, Kathryn talks with Alejandra Denda, CMO of The Federal Savings Bank, discussing the importance of data in marketing and strategic modernization of traditional brands. She shares insightful experiences from her time at CPG brands like Huggies and underscores the necessity for educational outreach and a holistic consumer experience in home lending. Alejandra also talks about what she's currently teaching her students at Northwestern and what it means to build brands in today's environment. Alejandra:“There's like tons of data in today's environment and sometimes it can be overwhelming. But I think the most important piece, for us, it's to start defining a clear goal. In any type of process is what are we trying to look at? So we start always with a goal in mind and then look at kind of like gather the data from the different sources. So as I mentioned, kind of like website analytics, GA, the CRM system, social media, consumer surveys. So it's a mix of really omni-channel, digital data, and also brick and mortar data from sales and from other teams and organizations and put all that together and we start working as a team understanding findings. So there's a lot of all types of whiteboarding exercises of getting all the data, consolidating, sharing, and understanding how we are going to process the data, what's kind of the insight behind that, and then building a roadmap of execution.” Episode Breakdown: [02:12] Alchemy Unveiled: Data is keyIn today's data-driven landscape, understanding customer behavior through metrics like engagement, campaign performance, and lead generation is key to developing targeted, effective solutions. By combining data from various digital and brick-and-mortar sources, businesses can refine their brand strategy, optimize customer engagement, and modernize their approach to better connect with diverse consumer segments, ensuring that values and new digital strategies are seamlessly integrated for future growth for both traditional and iconic brands.[12:59] From Nuggets to Campaign Gold: From mortgage to diapers Don't think a mortgage and a box of diapers have anything in common? For Alejandra, a successful diapers campaign for Huggies demonstrated the importance of timing and emotional connection by engaging expectant parents months before their baby's arrival, mirroring strategies in mortgage marketing where understanding the right moment to communicate, such as during the pre-approval process, is key. Both industries rely on tailored educational content and partnerships to build trust, enhance consumer experience, and navigate complex journeys, while also maintaining strict privacy and compliance standards.[28:26] Gold Rush: Teach what you knowWith a wealth of experience, Alejandra now gives back by teaching what she knows. Her "Branding in the Digital Age" class explores how to build brands in today's dynamic landscape by combining traditional models with modern tools like AI and social media, emphasizing the importance of brand fundamentals, purpose, and inclusivity. It also highlights the challenges of navigating global markets, cultural differences, and emerging technologies, particularly AI's potential to enhance predictive analytics while ensuring ethical practices and diversity in marketing strategies. Links & Resources:Connect with KathrynConnect with AlejandraLearn more about DeluxeLearn more about The Federal Savings Bank

In this episode, Kathryn sits down with Jasper Martens, CMO at PensionBee. They talk about the challenges of making unexciting products more compelling, the importance of data-driven insights and use cases, and the success of PensionBee's unique, customer-centric campaigns. Guest Quote:“So that's when we started to realize that emotion plays a big part in what we offer. We started to remove the product more and more from our advertising and focusing more on the emotional layer…So completely going on the actual message you're trying to portray. And I think that's been the biggest learning for me as a financial marketer is, yes, it's great to focus on problem-solution, but if you really want to establish yourself as a direct to consumer proposition, you've got to do more than just showing that, you have to hone in on what does the product actually do to your customer in the end?” Episode Breakdown: [04:30] Alchemy Unveiled: Beehive dataIt's not enough to have customer data; it needs to be tailored and personalized. PensionBee focuses are three main data sources they dub “the beehive”: marketing channel data, transactional data, and behavioral data. This data helps Jasper and his team focus on what the customer actually does than simply their demographics.[16:19] From Nuggets to Campaign Gold: It's all about the feelsWhen your product resonates with consumers emotionally, you're working on a whole new level. Jasper and his team ran the Believe in the Bee campaign solely transfixed on how their product made their customers feel, focusing on the emotional messaging instead of product features. [26:46] Gold Rush: An exciting retirement optionWhat's Jaspers' secret sauce? Taking a product that is centered around a seemingly boring product like retirement planning and making it exciting. That's what he's looking toward for the future of PensionBee and its offerings. Links & Resources:Connect with KathrynConnect with Jasper Learn more about DeluxeLearn more about PensionBee

In this episode, Kathryn chats with Natalia Lumpkin, VP of Consumer Insights at PepsiCo. Natalia shares her inspiring career journey from studying law and political science in Poland to landing her current role in the US. They discuss the critical role of data analysis, balancing intuition with concrete data, and the ever-evolving consumer behaviors, especially focusing on Gen Z. Natalia also covers the integration of digital and in-store experiences to engage consumers and build long-term loyalty. Natalia:“ I think we're not in a shortage of data…However, all of these data sources are really important for us because this is what feeds the intelligence and overall capabilities to then generate and produce actionable insights. In most places that I've been in, we have way too much data that we can absorb. So it's very important to not just have access to data, but be very clear about what we want to do with that data and collect it, not for the sake of having it, but actually for the sake of pairing it with tools and capabilities that really help us understand what we can go and do with it.” Episode Breakdown: [03:56] Alchemy Unveiled: Picking up the crumbs left behindThere is no shortage of data, so the question becomes: what are we going to do with the data we have? Natalia and her team focus on the information that consumers leave behind about their behavior, likes and dislikes, and leverage this data to better inform the entire customer journey.[18:10] From Nuggets to Campaign Gold: Getting to know Gen ZTo fit in the moment, you need to have the right product. What PepsiCo is learned is that Gen Z is all about relevant, personal experiences, so tapping into the consumer where they are at the right time is key. Both in-store and online experiences are essential for better understanding and interacting with Gen Z to create the types of experiences they are looking for through products.[34:16] Gold Rush: Be the choice on the consumer journeyConsumer intelligence and empathy create more meaningful and delightful products. Natalia's focus is always how to address unmet needs that elevate brand experiences. By focusing on quality, innovation, and omnichannel integration, she aims to enhance value, deliver unique moments of indulgence, and cater to diverse consumers across all touchpoints. Links & Resources:Connect with KathrynConnect with Natalia LumpkinLearn more about DeluxeLearn more about PepsiCoGet all the latest updates on pepviz

In this episode, Kathryn sits down with Tiffany Grinstead, VP of Personal Lines Marketing at Nationwide. Tiffany provides insights into innovative ways Nationwide is using data to improve customer experience and prevent losses and shares a behind the scenes look at their first-party, third-party, and zero-party data. She also talks about  how to create personalized customer journeys, why balancing data with qualitative research is essential, and dig into Nationwide's innovative weather alert opt-in pilot program. Guest Quote:“That message at the right time is really important. And, you know, that's where your data has to also kind of be melded. And I love the alchemy piece of it, right? With your market research…And to some extent, you can look at the data and it'll give you a certain amount of information, where they are in your journey, what might interest them, what they respond best to. And the more you sort of store those things and then use them for the next time, the better the experience becomes for the person. But it doesn't actually end up negating the need to do really good and smart research to understand what the options are in messaging for different kinds of people. And to be able to then use technology to amplify those in different ways that feel tailored more to the one to one.” Episode Breakdown: [02:23] Alchemy Unveiled: Data and the customer journeyInsightful campaigns require not only data but also critical thinking, A/B testing, and an awareness of qualitative signals, which together help refine messaging and resonate with customers no matter where they are in their journeys.[12:55] From Nuggets to Campaign Gold: Right message, perfect timeSometimes, your customers seem to get lost in translation. Well, that's because they are! Understanding your data and why your customers behave the way they do allows greater insights into programs that actually help them. Take Nationwide's smart home program and their new pilot program, which notifies customers of severe weather conditions so they can prepare and protect themselves and their belongings at the exact moment it matters.[19:35] Gold Rush: Be a partner to your customersNationwide is evolving beyond its traditional “repair and replace” model to a "protect and prevent" philosophy, actively helping customers safeguard their valuable memories and investments with preventive tools like free in-home monitoring devices for water and fire risks. Links & Resources:Connect with KathrynConnect with TiffanyLearn more about DeluxeLearn more about Nationwide

In this episode, Kathryn chats with Llibert Argerich, CMO at Thumbtack. They discuss Thumbtack's mission to connect homeowners with professionals, how the company leverages vast data resources to enhance user experience, the use of AI for personalized customer interactions, the importance of data governance, and the benefits of symbiotic partnerships with brands. Llibert also emphasizes the need for marketers to embrace change and leverage AI to increase productivity and efficiency. Guest Quote:“We have so many open fronts with AI…Traditional search is really telling us, I need an electrician. And then we make the matching on the backend with electricians, but you don't always know that's an electrician that you need. So allowing customers to really state their problems in a way that is natural, whether that's long query strings or uploading an image, uploading a video, and having AI  understand that and then making the right assumptions, connections, and ultimately connecting with a pro, that's a big, big, improvement and I think forward that we're basically just working on right now to really help customers get to that right solution with minimal effort.” Episode Breakdown: [01:49] Alchemy Unveiled: Navigating a two-sided marketplaceOn Thumbtack, there is a two-sided marketplace connecting homeowners to local pros and vice versa. By leveraging a blend of first-party and third-party data, including behavioral insights and property details, Thumbtack personalizes both the user experience and communications, making it easier for homeowners to find the right professional for their needs and for pros to grow their businesses.[11:12] Nuggets to Campaign Gold: Marrying seasonal moments with customer needsThumbtack's seasonal campaigns align with key home maintenance periods, like spring cleaning, and are tailored to individual homeowner needs based on their living situations and preferences. They utilize advanced data-driven tools and personalized communication to simplify home management, proactively connecting homeowners with the right professionals, and measuring effectiveness through detailed user engagement and predictive modeling.[31:23] Gold Rush: Don't be afraid of changeEmbrace change and don't fear AI; instead, leverage it to become more efficient, productive, and valuable, especially in creative fields where adapting can open up new opportunities. Thumbtack is focused on digitizing home services with AI-enhanced search, better homeowner-pro connections, and tools to help pros manage their businesses, aiming to bring more of this $600 billion industry into the digital era.Links & Resources:Connect with Kathryn TurnoffConnect with Llibert ArgerichLearn more about DeluxeLearn more about Thumbtack

In this episode, Kathryn chats with Dan Westhues, Executive VP of Central Bank. They discuss Dan's career journey, the evolution of technology in banking, and how Central Bank leverages data for better customer experiences. They also explore Central Bank's marketing strategies, including the use of sports partnerships, the importance of personalization, and how primacy is everything. Guest Quote:“ Primacy for us is everything…Most people choose their credit card based on their affiliation with maybe it's their Marriott or their Southwest or their Hilton…Well, that's always been our bread and butter as a bank is that we want to be a full service bank. So that we can have all of those conversations with you. Because once we do that, we know because of the data that we have, we know that you're ready to start thinking about owning a home. We know that you're ready to start thinking about changing your credit card or buy a car whatever else it is that the bank can add value to help you with.” Episode Breakdown: [02:32] Alchemy Unveiled: Modern-day bankingBanking today is more than just where you deposit cash earned from your day job. Modern-day banking begins and ends with personalization options that extend both online and in-person at brick and mortar locations. Central Bank is focused on enhancing customer experiences to deepen customer relationships.[14:28] From Nuggets to Campaign Gold: Build the technology yourselfCultivating an in-house technology strategy is pure genius if you want to have a leg up on your competition. Not only does it offer your business extensive opportunities to get creative, it also allows you to provide constant updates to your apps and offer personalization options as quickly as you can deploy them, which increases customer loyalty and satisfaction over time.[26:23] Gold Rush: Invest time and money nowData is the lifeblood of any business. So if you take the time to build a solid data infrastructure up front, you will be much more suited to face future challenges and opportunities head on.Links & Resources:Connect with KathrynConnect with DanLearn more about DeluxeLearn more about Central Bank

In this episode, we're joined by Rachel Sterling, CMO at Identity Digital. Rachel shares her fascinating and varied career path, from production to marketing, discusses the impact of empathy in marketing, and provides insightful examples of how her unique experiences have shaped her professional approach. She also shares some fascinating insights from recent campaigns, the advantages of non-traditional domain names like .bio versus .com, and how Rachel and her team are tapping into seasonality for greater marketing efficiency. Guest Quote:“The reason I love talking about failure is because once you fail once, you never make that same mistake again. I would say my biggest failure was at Twitter. We did some research and we found that only 5 percent of users were creating 90 percent of the content. And so the next question you ask is, why? And the answer was fear. And so what we determined is that fear was a significant barrier to content creation. And we looked at the competitive landscape and we saw that ephemeral products like Instagram and Snapchat stories were hugely popular. And so not rocket science, let's do this too. And so we tested in lots of markets…and you know what we found?   Nobody wanted to use it…So we built something that we wanted. We didn't build the thing that people wanted, and so within eight months it failed. And so if you are building exactly what you want, you run the risk that you are not building for the person that you are trying to convert, and that is a recipe for disaster.” Episode Breakdown: [08:42] Alchemy Unveiled: Building credibility through a non-dotcom domainWhy choose a domain that's a non-dotcom? For one, they're available. Rachel's work focuses on marketing non-dotcom domains to help users understand all of their options for personalization with their websites.[24:19] Nuggets to Campaign Gold: Failure is valuableRachel's failures have informed something very important: how she approaches work in the future. When we make a mistake, we're likely to never make that same mistake again. Rachel shares that her failures, alongside her successes, are what make her valuable to any organization.[35:23] Gold Rush: Rely on the dataGut instinct is a great place to start but it's not the end all be all. In Rachel's case, she learned that gut instinct can mean building something users do not want to use. So start with gut instinct but always fall back on the data - what are you users telling you? Links & Resources:Connect with KathrynConnect with RachelLearn more about DeluxeLearn more about Identity Digital

In this episode, we're joined by Chris Villarreal, Global Director of Wearables at Meta, who shares his career journey and insights into the evolving world of smart glasses. Chris provides an in-depth look into marketing strategies, the importance of data in driving decisions, and how wearables Meta are pushing the boundaries in technology and customer education. The discussion also highlights the role of content creators, the synergy between art and science in marketing, and international market expansion.  Guest Quote:“ I think that for too long, we've said marketing can't be measured. It's both an art and a science. And I agree it is still art, but I think that if you want to be a true partner to the business, you have to be able to show your impact. And so the first thing I would do is I would sit down with whoever controls the budget, and really sit down and say, are these the goals that are important to us and this is how marketing can continue? And if you agree on the fact that, yes, do we agree that these are the metrics? If so, then you have everything you need for your decision science team, your insights team, to set up campaigns that will help you determine whether or not you achieve that goal. So I think the idea of just being really clear on the objective, having business support for that objective, and then being able to measure it and talk about it is really important.” Episode Breakdown:[02:27] Alchemy Unveiled: Focusing on Customer InterestsWhen you're at the forefront of making products in a new category, it's essential to connect your customers' passions and connect them with their need for your products or services.[03:16] From Nuggets to Campaign Gold: How Products Become a Part of CultureProducts that offer a continuous, intimate experience allow for greater customer acquisition and ongoing engagement. The ability to incorporate thoughtful content creator strategies offers companies the priceless opportunity to showcase products and services in the wild in a unique way. This is how products become a part of culture.[28:53] Gold Rush: Bring Value and Be BoldTechnology only becomes too much when it no longer serves who it was created for, so continue to bring value. As we continue to democratize marketing, be bold and take risks. Links & Resources:Connect with Kathryn TurnoffConnect with Chris VillarrealLearn more about DeluxeLearn more about Meta

In this episode, we're joined by Heather Teskey, VP of Marketing at Andersen Windows & Doors. Heather shares her extensive career journey from her beginnings in advertising to her current role, and they delve into effective marketing strategies, the importance of understanding customer needs, and leveraging data for impactful decision-making in B2B and B2C markets. Heather also provides insights into Andersen's innovation initiatives and discusses the significance of authenticity and brand consistency. Guest Quote:“ I think you look at as a marketer as you're going through is you really have to understand your brand and the position your brand has. And I think sometimes as marketers, we get tired. We get tired of our logo. We get tired of our tagline. We get tired of our positioning, and we want to be something else. Yet those are things that our audiences really value and they don't get tired. They don't look at it every day. I think I learned from Hallmark - Hallmark never changed their logo. That crown has always been that crown. The color has always been the color. I mean, you think of the years that they were, you know, if you care enough to send the very best.” Episode Breakdown: [19:40] - Alchemy Unveiled: B2C and B2C InsightsIn order to have the best information about your customers, you've got to bring all aspects of the business to the table including sales, product, and the customers themselves. What the individual customer side needs isn't usually what the broader company side needs. It takes voices and perspectives from all sides to make both sides of the business strong.[36:55] From Nuggets to Campaign Gold: Certified SuccessWith Andersen's Certified Contractor Program, the focus began with the foundation of good people and good work, which benefits Andersen and the contractors and their businesses. It's a win-win.[43:41] Gold Rush: Be a Valuable LeaderIf you want to be valuable as as leader, you have to empower your high-performers to do their jobs well. Doing what's right for the business far exceeds almost anything else. Links & Resources:Connect with Kathryn TurnoffConnect with Heather TeskeyLearn more about DeluxeLearn more about Andersen

In this episode, we're joined by Clare Dorrian, CMO at SugarCRM. Clare shares with us how Sugar is navigating the AI landscape, marrying insights and intent signals, and how they're listening to their customers to serve up better data. Clare also discusses the importance of starting with data and supplementing with human beings to drive impact. Guest Quote:“So are there signals out there in the market, in these accounts that are going to allow us to get a jumpstart on engaging with an account. Selling is hard and we come before all of that, but it can take time to convince somebody that they even have a need to help them understand how you fit. And so what we did was we married the insight from our platform about where we knew we could be successful with intense signals. And we did that to validate these long lists of accounts that sales felt like we needed to go pursue. It probably won't surprise you that the list that we ended up with looked very different  to the list that we started with. Why do I use that as a success story of how we've used data? One, because I think, it gave us the opportunity to work collaboratively with ourselves counterparts without whom we can't be successful anyway. And it also takes the bias out of who should be on that list in the first place and where, quite frankly, sales and marketing should be spending their precious dollars and their precious time.” Episode Breakdown: [04:53] Alchemy UnveiledServing up insights within your product: If you want to encourage your sales team to work harder, faster, stronger, is you need to provide data insights front and center in your customer's CRM dashboard.[13:59] From Nuggets to Campaign GoldMarrying insights and intent signals: Making sure any predictive engine you use is constantly churning through new data coming into teh backend. Allowing a clearer vision for your ICPs and the extraction of desired data.[27:18] Gold Rush!Get with the data program: Start with data, supplement with human beings. This is the only way to truly understand the impact of your product or service and know what is working and what is not. Links & Resources:Connect with Kathryn TurnoffConnect with Clare DorrianLearn more about DeluxeLearn more about SugarCRMChris Walker, Refine Labs

In this episode, we're joined by Michael Freeman, VP of Marketing at Airbase. Michael discusses how Airbase aims to deliver greater value and differentiation in the market, emphasizing the importance of listening directly to customers and the role of clear positioning. He also highlights the necessity of asking the right questions about your data and how those insights can lead to increased customer success. Guest Quote:“People just jump into data without spending the time to ask the right question in the first place, or to understand how is this data created? What are the assumptions behind it? What do these things mean? And so, I just see people jumping in and just start building reports and pulling things out and then making inferences off those answers, which may or may not be accurate, but they're probably often or very often they're not actually answering the underlying question that the person has. So I think the way that people can combat this is before you jump into any data, really spend the time thinking about what question am I really trying to answer? What blind spots might I have or what are the ways that this data that I'm looking at or I'm going to go ask for, how does it get created? If I can understand those things, I'm much more likely to get results that truly solve my problem or give me the insights I need to make the right decision.” Episode Breakdown: [03:27] Alchemy UnveiledHelping customers control their destiny: When customers use efficient procurement tools and systems, they better understand where they're hard-earned dollars are going. This essentially helps customers take control of their destiny.[09:30] From Nuggets to Campaign GoldSmall teams can move mountains: When you have a scrappy, nimble team, competing against larger companies with more money, you have to be very clever and keep asking questions and dig deeper to uncover insights that help you make better decisions.[13:52] Gold Rush!Don't jump into data without asking the right questions: Before you start running and pulling reports, understand how your data is created and the problems you are trying to solve.  Links & Resources:Connect with Kathryn TurnoffConnect with Michael FreemanLearn more about DeluxeLearn more about Airbase

In this episode, we're joined by Andrew Fujii, Director of Digital Marketing & Sales at Legal & General America. Andrew shares specific techniques for getting it right with targeted ads, experiments L&GA has conducted to reach their audience in different life stages, and why it's important not to assume you're always right. Guest Quote:“Trigger marketing for life insurance is really about life events. And so whether it is an individual getting married, having their first child, buying their first home, those are all really big triggers for having life insurance or starting the process of looking for life insurance. And luckily there are some platforms out there, Google ads, for example, they actually have a life events category. And in that life events category, you can drill down and actually see this person is having a child, they're buying their first home, different things like that. And Google's building that based off of all the search intent that that user has.” Segments: [03:03] Alchemy Unveiled: Mixing Marketing PotionsTrigger marketing for life insurance is all about life events: Andrew gives us a deep dive into why life insurance is important at any life stage and how, contrary to popular belief, it's relatively inexpensive for most people. [16:42] From Nuggets to Campaign GoldFlipping the approach on its head: Through a particular campaign, Andrew and his team were not seeing the results they wanted, so they refocused their efforts and saw the kind of success they were hoping for all along.[20:35] Gold Rush!Don't assume you're right: Actually, don't assume anything! Sometimes, what seems like the worst product or webpage can be your greatest asset in a given moment. Links & Resources:Connect with Kathryn TurnoffConnect with Andrew FujiiLearn more About DeluxeLearn more about Legal & General America

We sat down with Isabel Rittenberg, CMO of Marble. Marble is a "wallet for your insurance," allowing users to manage all their insurance policies in one place. Isabel shares with Kathryn her career journey from ed tech to FinTech to her current role at Marble. She discusses Marble's data-driven approach to target customers throughout their insurance lifecycle and shares insights into their data organization and processing methods.Isabel highlights Marble's extensive use of data to personalize marketing campaigns and target specific user segments effectively. She discusses the importance of leveraging AI to enhance the user experience, such as developing an AI bot to provide personalized insurance insights. Isabel also explains how Marble utilizes data to identify business opportunities for partners, such as targeting homeowners in tornado-prone areas for specialized insurance campaigns. Overall, the interview provides valuable insights into Marble's data-driven marketing strategies and Isabel's approach to leveraging data to drive business growth and enhance the user experience in the insurance industry.Guest Quote: “We would rather go to a small, targeted group that matches our parameters, then do that sort of spray and pray technique I mentioned before: So, really great getting granular with our queries. It's not uncommon for us to end up with a targeted campaign that might only go to, let's say, 400 people. But, those 400 people fit exactly in the parameters that we have, and then the  engagement sort of speaks to this. The fact that we're targeting correctly, you know, we'll see… 40 to 50 percent open rates.” - Isabel RittenbergTime Stamps:(01:36): Isabel's Morning Data Routine(04:31): A Very Specific Customer(08:35): The “Self-Identifying” Customer(09:45): How Isabel Pulls Her Data(11:59): Using AI to Ask Questions(15:00): Going with your Gut?(20:32): Data Creating Business Opportunities(26:43): Creating a Need in the Market(32:59): The Gold RushLinks:Follow Isabel on LinkedinFollow Deluxe on Linkedin

On today's episode, we sit down with Alec Hanson, CMO of LoanDepot. Alec, a brand evangelist and content creator for lenders, shares insights from his 13-year journey. He delves into the evolution of marketing, blending his extensive sales background with emerging digital strategies, including social media and video content creation. Alec's humorous approach and dedication to authenticity shine through as he discusses his path to becoming CMO and the importance of leveraging data in modern marketing.Alec highlights the crucial role of data in driving marketing decisions. From analyzing sales metrics to tracking customer behavior, Alec emphasizes the power of data-driven insights in shaping effective marketing strategies. He shares innovative approaches, such as leveraging AI for copywriting and customer service, to enhance efficiency and engagement.Alec showcases successful campaigns driven by data insights. By targeting specific customer cohorts and delivering educational content, Loan Depot engages potential homebuyers effectively. Alec emphasizes the value of transparency and customer-centric marketing, debunking myths around data-driven approaches. Through candid discussions and practical examples, Alec underscores the importance of continuous improvement and staying ahead in the dynamic landscape of marketing.Guest Quote: “With these kind of early indicators of people's activity, you know, we're able to send very specific messages (without creeping them out) that let them know that we have resources they may not have thought about.  And so, you know, we take on the form of education and, and kind of articles and blogs or videos that explain like tools and resources that are available to them.  And then it's an aha moment for a lot of our customers.”Time Stamps:(00:21): Alec's Humor in Making Marketing Content(01:46): From Mortgage Broker, to CMO(03:24): What data do you look at every day?(05:05): “If your marketing is good, sales is easy.”(07:27): AI Tools in the Marketing Mix(09:01): Making AI immediately cost effective(10:08): A not-so-lifetime purchase(13:43): A high quality of data, for Marketing Gold(16:03): Gary Vaynerchuk, and Unique Messaging(19:49): No more “Bad Marketing”(20:29): The Gold RushLinks:Follow Alec on LinkedinFollow Deluxe on Linkedin

Today's marketing frontier exists at the intersection of art and science - a realm where marketers have the power to turn their data into pure marketing gold.Welcome to "Marketer's Alchemy," the podcast that unravels the mysteries and nuances that lead to transformational data-driven marketing. Within each episode, we will shine a light on the synergy between creativity, innovation, and analytics - revealing the alchemy that will elevate your marketing to the next level.Explore with us, as we uncover invaluable lessons from seasoned marketing leaders who will illuminate the path to market success. We'll demonstrate how data fuels innovation and propels campaigns to victory across a diverse array of industries. Marketer's Alchemy" is your front-row seat to the future of marketing, brought to you by Deluxe, a trailblazing force in data and marketing.