Podcasts about lifecycle marketing

Rational thinking might drive economics, but emotional behavior drives decisions. And no one understands that better than Dan Ariely, author of Predictably Irrational, a book that's reshaped our assumptions about how people make decisions.In this episode, we're unpacking key lessons from Dan Ariely's work with the help of our special guest, Leslie Alore, SVP of Marketing at Flexera.Together, we explore what B2B marketers can learn from setting the right expectations, why fewer choices close more deals, and how the power of “free” and fear of loss can drive serious retention.About our guest, Leslie AloreAs the SVP of Marketing, Leslie Alore leads Flexera's marketing strategy with an aim to create great experiences and outcomes for our customers.Her passion for people and technology—combined with more than 15 years of marketing leadership in the tech space—has established her as a successful, results-driven executive who enables teams to do their best work.Prior to joining Flexera, Leslie served as the Global SVP of Lifecycle Marketing at Ivanti. Before that, she held various marketing, operations and GTM strategy roles at Iron Mountain. Leslie is an active speaker and mentor in the GTM community, and has been recognized among “Top Women in Marketing” by Ragan Communications and “Women of the Channel” by CRN.Leslie holds a BBA in Management, and an MBA with a concentration in Strategic Leadership from Walsh College of Accountancy and Business Administration.What B2B Companies Can Learn From Predictably Irrational:Set expectations to shape reality. Great marketing doesn't just reflect value, it creates the conditions for it. Leslie highlights how expectations shape reality. When buyers believe something is good, they interpret every detail through that lens. This isn't about manipulation, it's about clarity and consistency. Leslie says, “The effect of expectations… believing beforehand something is good, therefore it will be or the reverse.” So stop hoping your audience connects the dots. Tell them what to expect, then deliver on it. Perception isn't a bonus, it's the foundation.Shrink your options to speed the decision. Too many options stall progress. The paradox of choice tells us more isn't better, it's paralyzing. Leslie urges marketers to curate the path forward: “You actually want to give people fewer options and take control of the options that they see.” Don't just join the shortlist, define it. When you narrow the frame, you speed up the decision for your customers. Turn “free” into staying power with loss aversion. There's magic in “free,” but the real power lies in what people fear losing. Once someone uses your product, whether it's a freemium tool or an ungated resource, they've invested. Now there's skin in the game. Leslie puts it simply, “People will overvalue something that's free and ignore kind of the trade-off costs associated. And loss is psychologically painful. We don't want to lose that, which we already have.” Whether you offer software, content, or services, create early wins. Then make the cost of leaving feel higher than the cost of staying.Quotes*“ There's many organizations that lean into that power of positivity…What's very interesting is that consumer brands do this a lot very, very well. B2B organizations tend to do almost the opposite. They tend to lean more into FUD. And that's a harder road to tread.”*“ If you're an organization that is selling software, the software is designed to provide a business outcome. It's designed to solve a business problem. Instead of focusing on, here's the business problem. Doesn't that suck for you? You can say, ‘here's the solution.*“You have the power, you can feel confident about your ability to achieve X, Y, Z because you've solved this problem.' It's saying the same thing, but orienting it in a positive way and being very, very, very consistent in that message. Beat that drum over and over and over again.”*“ Narrow down the competitive options for them. Your sales process will move faster. You will be able to take better control of the narrative if you say, ‘this is us and these are the two other vendors that look like us. And here's why we are different and better, and here's what you can expect from these guys.' And that doesn't mean saying negative things about them.  It's just highlighting your strengths and your virtues.”*“People are willing to accept trade-offs for something that is perceived to be free…This is the exact reason that PLG, product-led growth, is so powerful. Because if you can get people in the door with some sort of freemium offering, people will actually work harder to do the legwork to get a free product to work and interact with it, than they might be willing to put in for something that they have to go pay for. And then once they have it and they've put in the work, they don't wanna lose it.”Time Stamps[00:55] Meet Leslie Alore, SVP of Marketing at Flexera[00:56] Why Predictably Irrational?[02:20] The Role of SVP of Marketing at Flexera[02:47] Understanding Predictably Irrational[09:56] B2B Marketing Lessons from Predictably Irrational[37:49] Cognitive Dissonance in Buying Behavior[42:17] Emotional Marketing in B2B[46:18] Final Thoughts and TakeawaysLinksConnect with Leslie on LinkedInLearn more about FlexeraAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

What does it really take to build a thriving online community? (Hint: It's not more content.) In this episode of The Do The Thing Podcast, Stacey Lauren talks with Jane Stecyk, VP of Lifecycle Marketing at Mighty Networks, about the strategy behind successful communities—including the common pitfalls people make, and the magic that happens when you connect people through shared transitions. We cover:✔️ Why successful communities are built around transitions, not niches✔️ How to turn quiet groups into buzzing ecosystems of support✔️ What “people magic” means—and how to engineer it with tech✔️ The 9-step framework Mighty Networks uses to power million-dollar communities✔️ How AI can enhance connection without replacing people

The Power of a Fractional CMO: Strategic Growth Without Full-Time Overhead In this episode, Michael sits down with Angela, a seasoned fractional Chief Marketing Officer (CMO), to explore the advantages of bringing in high-level marketing expertise—without the commitment of a full-time hire. They discuss how fractional CMOs provide strategic direction, prevent costly marketing missteps, and help businesses focus on core growth instead of getting lost in daily execution. Michael highlights the value of fresh, external perspectives, while Angela explains how a fractional CMO can also train and equip internal teams for long-term success. How Team Interaction Can Elevate Work Quality Angela shares a real-world leadership challenge: addressing the decline in a long-serving team member's performance. By increasing direct engagement, setting clearer priorities, and managing workload effectively, she helped turn things around—leading to improved work quality and renewed enthusiasm from the team member. Michael emphasizes the importance of leaders actively supporting their teams, organizing tasks more effectively, and creating environments where employees can thrive. Marketing Success Starts with Strong Foundations Michael and Angela break down the core principles of successful marketing strategies. Angela stresses the need for intentional action—focusing on the right marketing channels rather than chasing trends. Michael reinforces this with a striking statistic: 52% of Fortune 500 companies from 25 years ago no longer exist, largely due to unclear marketing and business strategies. Together, they discuss the importance of messaging clarity, customer attraction, and ongoing adaptation to stay competitive.   Website:  https://www.growthdirective.com/ LinkedIn:  https://www.linkedin.com/in/angelabfrank/ About Companies like 23andMe, Lemonaid Health, Aeroflow Healthcare, and Total Body Experts prove that health and wellness is a growing industry. The problem? → It's hard to achieve profitable growth without sacrificing scale. I've spent the past decade building growth teams and scaling revenue for wellness brands. Now I advise executives and answer questions like “Where should we focus our marketing efforts for growth?” “How can we reduce CAC while scaling our ad spend?” and “How can we generate dependable leads for our sales team?” My specialty is growing brands through marketing ecosystems → a strategy that supercharges growth while costing less. DM me: get your growth questions answered and learn how I typically structure engagements. Quick facts: → Over $50M generated for brands. → I help health & wellness brands across telehealth, eComm, DME, nutrition, education, aesthetics (and more). → My podcast has helped hundreds of entrepreneurs grow their brands. → I live the lifestyle (and that's why I love helping health & wellness brands grow). Specialties: Growth Marketing, Marketing Strategy, Customer Acquisition, Digital Advertising, Landing Page Optimization, Lifecycle Marketing, CRM Enablement, Content Marketing Strategy.

What's up everyone, today we have the pleasure of sitting down with Ashley Faus, Head of Lifecycle Marketing at Atlassian. Summary: Marketing frameworks often fail because they ignore how humans actually behave. People don't follow neat, linear paths; they explore, double back, and leap ahead based on genuine interests. Drawing from her diverse experience across corporate communications and lifecycle leadership, Ashley exposes how artificial walls between marketing functions create dysfunction while offering a solution: an integrated ecosystem where audience insights, compelling content, and strategic distribution flow continuously between teams. Her approach identifies truly predictive behaviors and measures success through bold experiments rather than smaller tweaks. By respecting how people naturally learn and make decisions, Ashley's content structure creates pathways that connect conceptual, strategic, and tactical pieces, making your content genuinely valuable to visitors and dramatically more effective at converting those ready to purchase.About AshleyAshely started her career with generalist marketing roles at a bunch of different small companies before settling into a role in the commercial aviation industryShe took on a generalist Marketing role at a training firm where she got a taste of marketing operations including a Marketo integration and lots of email campaignsShe later had 2 content strategy and product marketing roles at network security companiesToday Ashley is Head of Lifecycle Marketing, Portfolio at Atlassian where she's been for over 7 yearsShe's been interviewed on more than 50 podcasts, her writing has been published on TIME, Forbes, MarketingProfs, she's a well traveled speaker and she has an upcoming book coming out in May called ‘Human-Centered Marketing: How to Connect with Audiences in the Age of AI'Why You Should Look for a New Job Every 18 MonthsAshley has spent over seven years at Atlassian, navigating through four distinct roles while the company itself transformed dramatically around her. This longevity stands out in an industry where most professionals change employers every 2-3 years. Through corporate communications, integrated media, product marketing, and now lifecycle marketing, she's crafted multiple careers without changing her email address.> "I look for a new job every 18 months, so that I am prepared to make a move and solve for any gaps at that roughly two to two and a half year mark.""I look for a new job every 18 months," Ashley explains, "so that I am prepared to make a move and solve for any gaps at that roughly two to two and a half year mark." This calculated strategy creates perpetual career momentum. You begin exploring opportunities six months before the typical stagnation point, positioning yourself to evolve professionally right when most people start feeling restless. The genius lies in the timing: plan your next move while you still love your current role, not after burnout or boredom sets in.The company Ashley joined barely resembles today's Atlassian. "We actually have grown like five or six times, both from an employee standpoint and from a revenue standpoint as well," she notes. This parallel evolution of both person and organization created a unique synergy, allowing her to ride waves of company growth while pursuing her own skill development.Her initial role came with an unexpected twist. Despite being hired for corporate communications, PR represented one of her weaker skill areas. During interviews, the hiring manager focused more on her versatility across content strategy, email marketing, and social media. Genuine curiosity opened doors that formal applications never could. "Because I was nosy and stuck my nose in other people's business," she admits candidly, "they were like, 'should you come sit with us?'" These informal interactions led to her integrated media role, which connected previously siloed functions:Press relationsOwned channels like email and socialThought leadership contentBrand marketing campaignsAshley applies this proactive mindset when managing her team. She challenges them with pointed questions about their future: "Who do you want to be when you grow up? Are you growing up in the next year? In the next five years?" This framing transforms vague aspirations into concrete timelines. "That breakdown of how to get to where you want to be in 10 years, 15 years, 20 years starts with the next 12 months or 24 months," she explains.The social media team placement at Atlassian illustrates how organizations evolve their understanding of marketing channels. "At the time, our social media person sat on the email team because the mindset was that this is a broadcast channel," Ashley recalls. Both she and her interviewer recognized the flawed logic in treating social platforms as one-way communication tools, creating immediate rapport around a shared marketing philosophy.Key takeaway: Schedule dedicated job hunting time every 18 months, even when fully satisfied with your current position. This practice maintains your market value, expands your professional network, and positions you to make strategic moves at the two-year mark when growth typically plateaus. The next perfect role might exist within your current company if you actively seek it out.The Overlap Between Lifecycle, Content and Product MarketingMarketing departments love creating artificial walls between functions. Product marketing owns messaging. Content creates assets. Lifecycle handles channels. We've all seen the org charts with their neat little boxes. Ashley brings refreshing clarity to this organizational fallacy, particularly for companies using product-led growth strategies where traditional marketing borders simply cannot hold.The organizational divide shifts dramatically depending on your go-to-market motion. "In larger companies using product-led growth versus a sales-led motion, there's a lot more blurring of the lines," Ashley explains. SEO strategy, trial signups, and in-product upgrade experiences often migrate to product marketing in PLG companies, even at enterprise scale. This reveals a fascinating truth many marketers miss: your core GTM motion fundamentally reshapes role boundaries more than company size does.> “I don't understand how you're gonna write content with no insights from the market, the competition, and the audience. I don't understand how you're gonna distribute content with no understanding of the channel mix and the quirks of the different channel."Ashley's decade of experience across multiple marketing functions gives her rare perspective on their interdependence. Ten years ago, she led marketing strategy at Duarte when marketing automation platforms were just becoming table stakes. "I actually had to do the RFP, choose between Marketo, Pardot, or Silverpop," she recalls. This hands-on experience taught her how lifecycle marketing (channels, nurture campaigns, cross-sell strategies) and content marketing (creating assets for those channels) form an inseparable partnership:Content marketing typically focuses on creating assetsLifecycle marketing typically focuses on channel strategyBoth become meaningless without the other's expertiseAt large companies like Atlassian, specialization creates absurd scenarios where a single email might involve five different people: one writing copy, another creating visuals, someone handling lead scoring, another doing audience segmentation, and finally someone building and testing the actual email. While this level of specialization brings depth, it risks bre...

In this episode, we sit down with Ashley Faus, Head of Lifecycle Marketing at Atlassian, to unpack what lifecycle marketing really means and how one of the world's best-known SaaS companies makes it work at scale. Ashley walks us through Atlassian's approach to lifecycle marketing across its vast product suite, shares key moments that matter most in the customer journey, and breaks down what a successful campaign looks like in action. In this episode, you'll learn: What lifecycle marketing is (and what it isn't) How to identify the most critical touchpoints in the customer journey The metrics that matter most The pitfalls even experienced marketers fall into Whether you're running onboarding flows, retention campaigns, or upsell motion - this episode is packed with takeaways for any marketer looking to drive sustainable growth.

This episode is shorter than usual and will be featured in RevenueCat's State of Subscription Apps report.On the podcast: the power of cancellation surveys, how social proof can re-engage churned users, and why making it easier to cancel might actually boost retention.Top Takeaways:

AI has the potential to tackle some of the world's toughest problems, from climate change to healthcare and beyond, but its impact depends on how we choose to use it. The key isn't just developing smarter algorithms—it's ensuring they are applied ethically, equitably, and with a deep understanding of human needs. Technology alone won't fix broken systems, but when paired with thoughtful leadership and collaboration, it can amplify solutions at a scale we've never seen before. The real challenge isn't whether AI can help—it's whether we'll use it wisely enough to make a lasting difference. Rebecca Shaddix is the Head of Product Marketing, Customer Marketing, and Lifecycle Marketing for Garner Health and a seasoned marketing executive with a proven track record of driving significant revenue growth across various industries. As a Go-to-Market Strategist, she is deeply interested in and knowledgeable about the societal impacts of technology, particularly the role of AI in solving global issues and fostering diversity in the tech industry. Today, Rebecca talks about her excitement about the rapid pace of technological advancements and their potential to solve complex challenges. Stay tuned! Resources Garner Health: Doctor Quality Analytics Connect with Rebecca Shaddix on LinkedIn

This week Steve Smith chats with David Hixon, the Executive Director - Head of Product & Lifecycle Marketing of Ally.

In this episode of Revenue Boost: A Marketing Podcast, titled, ""Data-Driven Revenue Growth: Leveraging First-Party Data and CRM for Smarter Lifecycle Marketing Engagement"" we're diving into the powerful intersection of first-party data, CRM strategy, and lifecycle marketing to drive smarter, more impactful engagement. I'm joined by Jake Schmidt, founder of Structured Agency, who shares his expertise on leveraging CRM systems to transform how businesses connect with their customers. We explore why lifecycle marketing is a game-changer for revenue growth—especially in an era where ads are getting more expensive and customer expectations for personalization are at an all-time high. Jake unpacks the importance of optimizing your CRM, using first-party data to build meaningful connections, and segmenting audiences for highly personalized communication. Whether you're struggling with declining email performance, inefficient marketing spend, or simply trying to figure out how to retain more customers, this episode is packed with actionable tips to help you fix those pain points and grow revenue. We'll also discuss creative strategies like quiz funnels for collecting valuable first-party data, and how to design automations that deliver the right message to the right customer at the right time. Jake's practical advice will help you harness your CRM's full potential to improve customer engagement, maximize ROI, and strengthen your overall marketing performance. If you're looking for ways to better connect with your audience, optimize your marketing strategy, and drive measurable growth, this episode is for you. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Let's be honest: there's a gap between marketers and engineering/ops when it comes to getting campaigns off the ground.  It feels like every move requires technical support, delays, and more. But, our guest Ellen Rockdale may have the remedy for it. Enter: silos, learning technology, and understanding each other.  Plus, Ellen talks about quick turnarounds—and every company is different. How can you get your automation software prepped and get your team rallied around when time is limited? If you're a technical marketer looking to sharpen your skills, this is the episode for you.  Like this episode? Visit iterable.com/tmm for additional videos and resources we've prescribed to help relieve your pain points. Follow Ellen: LinkedIn: https://www.linkedin.com/in/ellenrockdale/ Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

[Episode 7 of the Inside Whissel Realty series on Real Estate Team OS]New to Whissel Realty Group and new to the real estate industry, Max Bolanos is drinking from a fire hose. And he was kind enough to join us in this series just 90 days into that journey as the team's new Director of Marketing.Learn how Max developed a strategic, structured approach to omnichannel marketing and how the #1 team in San Deigo and a top team in the US and in eXp Realty globally will benefit from this experience.Listen to this Inside Whissel Realty episode with Max for insights into:- The benefits of pressure and intensity- How a memorable ad campaign (and a less-than-desirable letter grade) launched his marketing career- A definition and example of an omnichannel marketing campaign- The challenges of marketing attribution, especially in real estate- How he joined Whissel Realty Group and what the plan was for his first 30, 60, and 90 days- The power of a creative brief and intake form for new listings- A valuable change to your project management process- Honoring different creative visions- Balancing marketing and branding- Getting more out of in-person events- Leveraging the ACE team (Agent Concierge Experience)At the end, learn about a diverse, healthy, structured, and aligned team.Max Bolanos:- https://www.linkedin.com/in/maxbolanos/- https://www.instagram.com/thewhisselway- https://thewhisselway.comReal Estate Team OS:- https://www.realestateteamos.com- https://linktr.ee/realestateteamos- https://www.instagram.com/realestateteamos/

Lifecycle marketing is one of those core bits of marketing that has definitely been forgotten about with the rise of digital & social media marketing and all the things that have come along with it.However understanding lifecycle marketing for your business, and where in the cycle your customers are sitting is a game changer.It's refreshing to sit with another marketing strategist and talk about all of the things that businesses miss when it comes to marketing!Suzanne shares expert insights on simplifying marketing strategies and the often unseen effort that goes on behind the scenes of successful marketing campaigns. Enjoy this episode as we give advice on deep listening to your customers, maintaining consistency, addressing client needs, and navigating the realities of entrepreneurship and the importance of authenticity and dedication as keys to achieving meaningful results in business.Suzanne Reilley is a business coach, marketing strategist, and copy advisor for professional service businesses and online course creators who are passionate about helping others.She's worked individually with hundreds of repeat clients and her work has been featured in VoyageLA, ShoutOutLA, CanvasRebel, GoSolo, Best Life Online, The Washington Post, and DailyCandy.Connect with Suzanne:Website: https://www.suzannereilley.com/Linkedin: https://www.linkedin.com/in/suzannereilley/DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/Instagram @bec_chappellLinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team.How to work with me:1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders3. Book me as a speaker or advisor for your organisation4. Get me on your podcastThis podcast has been produced and edited by Snappystreet Creative

We're thrilled to sit down with Michael Katz, the CEO of mParticle in this episode. mParticle is a leading customer data platform that helps businesses unify and activate their customer data to drive better marketing outcomes. They specialize in integrating various data sources to create unified customer profiles, enabling companies to deliver personalized and efficient marketing campaigns.In our conversation, Michael dives deep into the evolution of customer data management, sharing insights on how the shift from integration to intelligence is shaping the future of marketing. One of the key takeaways is his emphasis on the importance of building a strong first-party data foundation, which is crucial for businesses navigating the challenges of data privacy and third-party cookie deprecation. Another recurring theme is the collaboration between marketing and IT teams, highlighting the concept that "data is a team sport." MK discusses how aligning these departments can lead to better execution and more effective use of customer data. If you're a marketer looking to stay ahead in the rapidly changing landscape of customer data and marketing technology, then this episode is for you!Watch the video version of this podcast on Youtube ▶️: https://youtu.be/ECTN_VC5760 

Join Vinnie and Ashley Faus, Head of Lifecycle Marketing at Atlassian, on their chat about what makes someone a Thought Leader and how you can be one. This episode also covers... How to be a Thought LeaderThe difference between a Thought Leader, a Subject Matter Expert, and an InfluencerAshley's Thought Leader model and pillars About Ashley... Marketer, writer, speaker by day... singer, actor, fitness fiend by night! Ashley has handled all aspects of marketing strategy and execution, from product marketing, to demand-gen, to content and events. She loves telling the high-level stories that resonate with an audience and connecting the dots between types of assets and distribution channels. Her writing has been published on TIME, Forbes, MarketingProfs, and The Muse, and she's spoken on various marketing topics for INBOUND, Harvard Business Review, and MarketingProfs. _________________

After three inspiring days at Braze Forge 2024 in Las Vegas, Billie sits down with Mitch Walden, Senior Director of Digital & Loyalty at Scooter's Coffee, to discuss the company's remarkable digital transformation journey. Scooter's Coffee, one of the nation's fastest-growing drive-thru coffee franchise companies, partnered with WillowTree to assist their rapid expansion. In just nine months, Scooter's completely overhauled their app, loyalty program, and overall technology stack. Billie and Mitch discuss how the company's strategic shift from national promotions to a more personalized, data-driven approach has had a profound impact, deepening franchise/brand collaboration and powering game-changing loyalty campaigns. Their conversation also highlights the importance of a seamless integration of technology platforms, like Braze, for achieving real-time customer engagement and driving revenue growth.Mitch walks Billie through helpful examples of how these new digital tools have leveled up his team's creativity and generated significant incremental revenue for Scooter's. Plus, he shares insights on ensuring a brand's digital experience upholds its brand promise. In the case of Scooter's Coffee, that's “Amazing People, Amazing Drinks…Amazingly Fast.”Additional ResourcesTOPICS DISCUSSEDPrioritizing real-time data and integration between platforms for loyalty campaign successUsing data to build trust and enhance communication with franchisees in the QSR spaceEnsuring tech stack sustainability and building a program that can adapt to future trendsKEEP THE GROWTH GOINGRead our report on Increasing QSR Emotional Loyalty and Customer Lifetime ValueExplore loyalty solutions for your use case: How to Select the Right Loyalty Platform for Your Business Connect with Mitch Walden on LinkedInFollow Billie Loewen on LinkedIn

Join me, Sarah, and Denise as we talk about online marketing and the opportunities for smarter lifecycle marketing which is now available using CDPs and identity resolution technology.

In this episode of Room for Growth, Billie sits down with accomplished CMO Pauline Reader. With a career that includes CMO and SVP marketing leadership positions with renowned brands such as eBay, Minted, and Stitch Fix, and most recently Podium, a communication SaaS platform for SMBs and larger enterprises. Pauline now runs Reader Consulting, where she offers fractional CMO and consulting services, and in this episode, she brings valuable insights into the role of artificial intelligence and machine learning in B2C and B2B marketing strategies.Pauline isn't new to AI — for years she's been actively leveraging traditional data science methodologies to enhance customer experiences (e.g., providing personalized clothing recommendations) and improve business operations. She shares pragmatic and tangible examples of interpreting data-driven insights and combining human judgment with technology for the most effective results.Throughout the discussion, Billie and Pauline explore topics including data collection, personalization strategies, maintaining customer privacy, decision-making in technology investments, and finding a balance between short-term goals and long-term AI strategy.Additional ResourcesTOPICS DISCUSSEDUsing AI and data science models to better understand customer preferences in eCommerce platformsOvercoming obstacles with data compliance and privacy in AI-driven marketing strategies.Ways of leveraging unstructured data through machine learning to extract relevant information.Key considerations for rolling out AI features or changes in customer-facing technology.Connecting and measuring customer data within brand loyalty platformsKEEP THE GROWTH GOINGLearn about WillowTree's Data & AI Consulting services Explore how WillowTree can enhance your brand's customer loyalty programConnect with Pauline Reader on LinkedInFollow Billie Loewen on LinkedIn

In this Greatest Hits episode, host Lauren DeSouza is joined by Elyssa Verhoogen, the Senior CRM & Lifecycle Marketing Consultant at Dojo. In the episode, Lauren and Elyssa discuss how to build a relationship with the customer, why emails can cause anxiety for your customers, and why personalization is so important to lifecycle marketing.

Content has been the lifeblood of how B2B companies go to market for at least 20 years, since Hubspot pioneered the concept of Inbound Marketing. We make content, we drip it out, we nurture people with it, we align it with our funnels, and we have a conviction that it makes people buy things—although that's also quite difficult to prove.The content game is not going anywhere, but it IS changing. And to guide us through those changes, we're chatting today with B2B content expert Ashley Faus, Head of Lifecycle Marketing at Atlassian. Ashley challenges traditional content mapping to the B2B funnel and introduces the idea of a "content playground" where people engage with content in a way that suits them best in a non-linear, non-standard journey. She also delves into the different intents behind content (buy, use, help, trust), the different levels of content (conceptual, strategic, tactical), the nuances between individual and brand-led content, and the growing role of B2B creators.Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that's slick, modern and beautiful. When they're done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it's got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Ashley Faus is a marketer, writer, speaker by day, and a singer, actor, fitness fiend by night.She's a leading content marketing expert who loves telling the high-level stories that resonate with an audience and connecting the dots between types of assets and distribution channels. For the past seven years, she's been the Head of Lifecycle Marketing, Portfolio, at Atlassian. Her writing has been published on TIME, Forbes, MarketingProfs, and The Muse, and she's spoken on various marketing topics for INBOUND, Harvard Business Review, and MarketingProfs.https://www.linkedin.com/in/ashleyfaus/Key Topics[00:00] - Introduction[01:17] - A brief history of content marketing[04:41] - Over-indexing on attribution[08:55] - Different types of content intent [15:42] - Individual vs. brand-led content[19:12] - B2B creators[29:24] - The content playground [45:52] - Email as a consumption channel[49:02] - Treating people as a whole human[51:47] - Content formats[54:54] - AIResource LinksCreate a “Content Playground” that's Fun for Buyers (and Lucrative for You) Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

Welcome to the Belkins Podcast! In this episode, we've compiled the best moments from Season 4 of the Growth Podcast, now rebranded to Belkins Podcast and available on our new YouTube channel.Join our host, Michael Maximoff, Co-Founder & Managing Partner of Belkins, as he engages with industry leaders and experts. Dive into insightful discussions on sales, marketing, leadership, and personal growth. Don't forget to like, comment, and subscribe for more valuable content!

In this enlightening episode, we welcome Will Pearson and Brent Cebulla, co-founders of Scalero, a lifecycle marketing services and software company.  With their extensive experience in the field, Will and Brent share valuable insights on using complex marketing tools, optimizing customer communications, and leveraging AI for improved efficiency. They discuss Scalero's approach to solving diverse lifecycle marketing challenges, their unique software offerings, and their vision for expanding into new service areas.  This episode is a must-listen for marketers seeking to enhance their customer engagement strategies and streamline their marketing processes.  

The funnel is dead, use the playground instead. Have I lost my mind— or has my latest guest finally convinced me to put the marketing funnel to eternal rest? Ashley Faus, Head of Lifecycle Marketing at Atlassian and author of numerous published articles on TIME, Forbes, Marketing Profs, and The Muse has A LOT of thoughts on how marketers can more effectively reach their target audience. She's got plenty of actionable tips for marketers who are struggling to find the right distribution channels for their content. She chats with me about why it's so important to understand your audience's intentions and how, by removing content barriers and creating modular content, you can easily elevate your strategy across multiple platforms.   00:00:02 - Marketing Millennials Podcast: Content Creation 00:01:38 - Funnel is Dead, Use Playground Instead 00:08:17 - Exploring Content Depths: Conceptual, Strategic, Tactical 00:10:46 - Focus on Buy and Use Intent 00:17:44 - Treat Your Content as Product 00:22:08 - Finding the Right Content Distribution 00:23:49 - Product Consumption Across Different Platforms 00:25:13 - Deepen Your Content Strategy Narrative 00:32:01 - Mastering Problem and Solution Spaces 00:37:11 - Mapping Content Depth and Intent 00:41:41 - Ungate 99% of Your Content   Follow Ashley: LinkedIn: https://www.linkedin.com/in/ashleyfaus/ Twitter: https://x.com/ashleyfaus?lang=en   Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing   Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials   Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com  

LaToya Bowlah  is a leader in digital transformation and customer lifecycle marketing. Her background also includes developing go-to-market strategies at prominent tech/high-growth start-ups including Nasdaq and Bloomberg Digital, as well as leadership roles at AnthologyAI, Bloomberg News, Ellevest, and others.   LaToya and Matt discuss:   *   Striking the right balance between revenue growth and customer value is essential *   Investing in tech should be proportionate to your current growth and operational needs *   Lifecycle marketing sits at the intersection of data science, content, and automation *   Adapting to industry changes is crucial for any marketing leader   Chapters: (0:00) Balancing Customer Value and Revenue in Lifecycle Marketing   (4:10) Innovating Digital Media with Dynamic Paywalls at Bloomberg   (5:40) LaToya Bowlah's Journey Through Marketing and Product Strategy   (8:47) Ethical Data Sourcing and Consumer Control in Predictive Modeling   (10:14) Strategizing Marketing Channels and Automation in Business   (14:58) The Misconception of SEO as a Silver Bullet   (17:01) Strategies for Effective Go-to-Market Execution   (18:12) Strategies for a Successful Go-To-Market Approach   (21:46) Defining Market Segments for Communication Platforms   (22:47) Optimizing Customer Lifecycle for Growth and Activation   (24:44) Strategizing Sales and Marketing for Scalable Business Growth   (26:39) Lifecycle Marketing's Impact on Customer Experience and Revenue   (28:17) Email's Enduring Intimacy and Importance in Digital Marketing   (29:47) The Underestimated Power of Email Marketing   (31:19) Maximizing Efficiency in User Acquisition and Lifecycle Marketing   (34:11) Misconceptions in Market Strategy and Investment   (34:52) Striking Balance in Customer Engagement and Revenue Growth   (38:43) Understanding Customer Relationships and Communication Strategies   (40:07) Strategizing Customer Engagement and Growth Loops   (43:28) Optimizing Fintech User Engagement Through Iterative Testing   (45:52) Strategies for Early Stage Founders to Adapt in Marketing   (49:22) Sales Success Without Technology: A Practical Approach   (51:05) Debunking the Silver Bullet Myth in Lifecycle Marketing   Link to Transcript

On the heels of Adobe Summit, we're joined by Brightline Chief Technology and Digital Innovation Officer Kevin McAuliffe as he and Billie dive deep into brand loyalty, building trust, technology innovation, and what it means to be a leader today. Brightline partnered with WillowTree to achieve its vision of fully modernizing train travel. Tapping into our end-to-end suite of capabilities, WillowTree teams delivered a revamped website, native apps (iOS and Android), kiosks, digital signage, and a digital marketing engine fueled by Adobe Experience Cloud. By prioritizing guest experience and agility, the high-speed private rail service is delighting travelers with a best-in-class, omnichannel digital experience worthy of Brightline's premium brand. Our host and guest explore some of the integrated experiences that have launched across Brightline's digital platforms, improving travel experiences at every step of the journey — from pre-booking to post-arrival. Additional ResourcesTOPICS DISCUSSEDBuilding loyalty by meeting your users where they are, even amid ongoing tech stack evolutionActivating technology, people, and processes to inform and encourage decision-makersEvolving MVPs through data and feedback to enable controllable, scalable changesKEEP THE GROWTH GOINGRead our case study on How Brightline High-Speed Rail Increased Ridership & RevenueExplore Kevin's Adobe Summit 2024 keynote, presented with WillowTree Chief Marketing Services Officer Mike Colombo: Breaking Down Silos to Deliver an End-to-End Customer Experience Connect with Kevin McAuliffe on LinkedInFollow Billie Loewen on LinkedIn

Questions covered in this episode: 0:50 Opening Question: Can you take us back to a moment in your career or your life where you had to step outside of your comfort zone? 3:47 What is your role like at Atlassian?8:03 How do you actually adapt messages for the right audience using different assets and channels. What's your approach?14:11 You have mentioned publicly that you focus more on this playground mindset versus the funnel mindset. What is this all about?22:55 How should the approach differ for product launches targeted towards large enterprises versus one for smaller startups in terms of timelines, activities and metrics?32:27 How do you think PMM will change over the next 5 or 10 years? 36:10 How should AI play a role in product marketing? 39:54 How do you achieve work life balance?42:21 What do you think has been the one thing that's been most important for growing your career? 44:52 What is your favorite thing about product marketing?Want more insights from Ashley? Check out her Sharebird Profile.Looking to connect? You can find Ashley here on LinkedIn.

On today's big question, the Purposeful Marketing crew chatted about lifecycle marketing with Leni Vasquez, a seasoned marketing manager at Quotebeam. In this insightful conversation, Leni dispels common misconceptions surrounding lifecycle marketing, emphasizing that it's not a standalone strategy but an integral part of the overall marketing framework. As she shares her expertise, listeners gain invaluable insights into differentiating lifecycle marketing from demand generation and understanding its significance in driving customer engagement throughout the journey. As the discussion unfolds, Leni talks about the challenges of communicating the value of lifecycle marketing and offers actionable advice for striking the right balance between responsibilities in this multifaceted discipline. Whether you're a seasoned marketer or just starting your career, this episode equips you with the knowledge and strategies needed to excel in lifecycle marketing with expert insights, practical tips, and engaging discussions that will empower you to elevate your marketing strategy and drive meaningful results. Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ~Market with purpose for the everyday practitioner ~ Connect with the hosts: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann⁠⁠⁠⁠⁠⁠⁠⁠⁠ Connect with the guest: ⁠⁠Leni Vasquez⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Do you need B2B podcast strategy and services?

This is the first episode of our B2B expert mini-series featuring B2B marketing leaders all talking in-depth about their content repurposing strategies, tips and advice. In this episode, host Amy Woods is talking to Ashley Faus, Head of Lifecycle Marketing, Portfolio at Atlassian. Ashley appeared on our sister podcast, B2B Content Strategist and in that conversation they touched on content repurposing, so this time around it was an opportunity to dive much deeper into Ashley's broad expertise on the topic. She shares her ‘favorite' types of content to repurpose (SPOILER: LinkedIn comments and presentation slides!) Both provide plenty of excellent content she can use across multichannel marketing strategies. She talks about common misconceptions when it comes to repurposing, what she means by ‘content velocity', and why it's so important that marketing teams lean into AI. Find out: Why Ashley loves repurposing presentation slides What is content velocity How to repurpose LinkedIn comments Important links & mentions: Ashley on B2B Content Strategist https://www.content10x.com/b2b-content-strategist/ Ashley on LinkedIn https://www.linkedin.com/in/ashleyfaus/ Our book: https://www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results) Amy Woods is the CEO and founder of Content 10x, the world's first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses. Amy is a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content repurposing. Join hundreds of business owners, content creators and marketers and get content repurposing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter

We are just days away from Adobe Summit: our bags are packed and we are bringing an all-star crew to Las Vegas. But before we head out to one of the largest MarTech conferences in the world, we're connecting with Mike Kellner, TELUS Director - AI Data & Analytics. Mike shares win stories from the leading global telecommunications providers' recent innovations, driven by Adobe Customer Journey Analytics.We explore how Mike's team at TELUS taps into Customer Journey Analytics' powerful capabilities to optimize critical moments in the customer journey, like onboarding, billing, and opportunities to cross-sell or upsell products and services. What's unique about Customer Journey Analytics are its analytics and business intelligence capabilities: through the platform, TELUS has connected offline data from call centers and retail interactions with online data from its app, websites, chatbots, and other digital channels to create more holistic, omnichannel customer experiences.TELUS prides itself on providing a truly personalized customer care experience when and where customers need it most — whether online, by phone, or across its retail footprint. Now, other business units at TELUS are utilizing Customer Journey Analytics to enable similar use cases and, with WillowTree's help, ensure that using the platform is as cost-effective, collaborative, and efficient as possible.Additional ResourcesTOPICS DISCUSSEDResolving common customer pain points with Adobe Customer Journey Analytics' robust online and offline data activation capabilitiesFacilitating more seamless, cost-effective user adoption of new technologies across Adobe Experience CloudConnecting with WillowTree at Adobe Summit 2024 (see us at Booth 1127!)KEEP THE GROWTH GOINGConnect with Billie Loewen on LinkedInFollow Mike Kellner on LinkedIn

Top 10 Takeaways

Jess Chan is the CEO and Founder of Longplay, an lifecycle & retention agency for DTC brands. She's also the brains behind Backbone, an innovative tool that wraps all those email and retention best practices in one simple to use tool.In this episode, Jess joins Blaine to discuss what it takes to succeed as a brand that wants to lean into retention & lifecycle marketing to scale DTC revenue.Episode brought to you by More StaffingJoin 15k founders and marketers & get our pod highlights delivered directly to your inbox with the DTC Pod Newsletter!On this episode of DTC pod we cover:1. Jess Chan's Background2. Insights on Retention Marketing3. Role of Various Strategical Tools4. Email Flows To be Productized5. In-depth look at subclasses of strategies in Retention Marketing6. Use of Data in Retention Strategies7. Demonstrations of Successful StrategiesTimestamps03:00 Retention in D2C eCommerce: A shift towards focus.06:38 Email marketing: Retaining and understanding customers is key.10:39 Retention marketing is not the same as acquisition.12:40 Optimize email flows, upsell subscriptions, strategic campaigns.15:38 Boost tools for customer lifecycle, loyalty programs.18:16 Focus on fewer channels and execute well.26:34 Check SMS attribution settings for accurate analysis. Focus on customer-centric approach for SMS marketing.29:19 Brands must consider immersive customer experiences.32:22 Different customers, different journeys, different needs.37:31 Medium dictates message; optimize design for impact.40:59 Automating email marketing strategy development and improvement.41:57 Backbone plans email marketing, optimized for conversion.Shownotes powered by CastmagicPast guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more. Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #219 JT Barnett: The TikTok Masterclass For Brands• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands-----Have any questions about the show or topics you'd like us to explore further?Shoot us a DM; we'd love to hear from you.Want the weekly TL;DR of tips delivered to your mailbox?Check out our newsletter here and our Projects the DTC Pod team is working on:DTCetc - all our favorite brands on the internetOlivea - the extra virgin olive oil & hydroxytyrosol supplementCastmagic - AI Workspace for ContentFollow us for content, clips, giveaways, & updates!DTCPod InstagramDTCPod TwitterDTCPod TikTok ---Jess Chan - Founder and CEO at Longplay & BackboneBlaine Bolus - Co-Founder of Castmagic

Paul Meinshausen, CEO and Co-Founder of Aampe, explores the impact of AI's disruption. From chatbots and virtual assistants to content generation, AI has revolutionized how businesses understand and interact with their customers. Moreover, AI is enabling businesses to personalize marketing efforts at a granular level, tailoring interactions based on each person's unique preferences and behaviors. Today, Paul discusses how AI is disrupting life cycle marketing. Show NotesConnect With:Paul Meinshausen: 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.

Paul Meinshausen, CEO and Co-Founder of Aampe, explores the impact of AI's disruption. From chatbots and virtual assistants to content generation, AI has revolutionized how businesses understand and interact with their customers. Moreover, AI is enabling businesses to personalize marketing efforts at a granular level, tailoring interactions based on each person's unique preferences and behaviors. Today, Paul discusses how AI is disrupting life cycle marketing. Show NotesConnect With:Paul Meinshausen: 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.

John Gross, Founder & CEO of Fat Earth Media, and Rose Eppensteiner, Senior Manager of Lifecycle Marketing at Fat Earth Media, join Retention Chronicles to discuss founding an agency to work with mission driven brands to help with paid media, lifecycle marketing, and marketing creative.  Making a pivot in his career from environmental sciences to marketing, John started by taking out ad space in Craigslist advertising his Google Ads consultancy. But, he didn't just want to focus on media buying, he wanted to invest in lifecycle marketing. So, he built Fat Earth to serve mission driven brands and help with their marketing strategy.  John and Rose don't just detail why lifecycle marketing is important, but also how it's related to retention, and how to make lifetime value (LTV) higher than customer acquisition cost (CAC). Not only do they tell Mariah and Noah about how Shopify & Shopify Plus brands can achieve their goals year-round, but especially during the holidays.  Fat Earth Media makes sure that their clients are set up for success by creating strategic content planning to look at monthly and quarterly campaigns. Segmentation is a critical piece for Shopify/Shopify Plus brands' success, and making sure their email and SMS sends make sense is a big step in strategy planning. To do this, all teams have to be aligned and connected.  Another area of expertise they focus on is design. An easy trap to fall into is to confuse complexity and effectiveness. A creative director may love an email, but if no one is clicking on it, it might be the best route to take. The Fat Earth Media team redesigns assets to make them better from every possible angle.  For our holiday tips portion of the podcast, the Fat Earth Media team shares that they advise their brands to assume the consumer is very smart and don't try to trick or be inauthentic for the extra dollar. Consumers will shop with the brands they like and trust, and the brands who know and follow that will win.  This podcast is sponsored by Malomo, a leading shipment and order tracking platform for Shopify and Shopify Plus ecommerce brands.  To see what your custom mockup of branded order tracking and transactional email/SMS would look like, fill out this form & we'll send your custom design right to your inbox! Episode Timestamps: Lifecycle marketing and retention with industry experts. 0:04 Personal lives, adventures, and remote work culture. 1:39 Personal updates, background of Flat Earth founder, and current focus. 7:18 Career change and marketing strategy. 9:22 Marketing strategy and Google ads. 13:55 Marketing agency's mission-driven approach and impact on clients. 18:26 Marketing career paths and agency start-up. 22:15 Marketing agency growth and lifecycle marketing. 27:47 Retention marketing strategies for existing customers. 33:35 Email marketing planning and design for retention. 38:44 DTC brand marketing strategies for the holiday season. 45:30

In this episode of Do This Not That, Jay chats with Ashley Faus, Head of Lifecycle Marketing at Atlassian, about the importance of capturing intent and using explicit CTAs in B2B marketing. They discuss common misconceptions around intent, how to design content and CTAs that attract high-intent leads, and why relying on marketing-qualified leads (MQLs) can hurt both marketing and sales teams.Key Discussion Points- The difference between inferred intent and explicit, stated intent (02:03)- Titling and promoting content in a way that attracts the right intent levels (03:06)- Why number-based lead targets can result in low-quality leads (05:30)- Being explicit and prominent with sales CTAs instead of hiding them (08:23)- Why "learn more" is a harmful CTA (11:04)- Tips for creating CTAs that drive the desired action (12:04)

Anjali Iyer, Head of Lifecycle Marketing at The Washington Post joins us to discuss her experiences in guiding customers as they move through each stage of the consumer journey, increasing customer lifetime value, and the psychology behind lifecycle marketing.

Fresh off her whirlwind experience at Forge 23, Braze's annual customer conference for marketers and their tech partners, Billie highlights some of the biggest brands there, her favorite moments, and the most exciting predictions for 2024. Spoiler alert: It's an exciting time for marketing, and you'll want to listen before deep-diving into strategy season. But before diving into her key takeaways, Billie takes a moment to share some big WillowTree news: our CEO Tobias Dengel's new book is available now and already a Wall Street Journal and USA Today bestseller. She also encourages listeners to check out Episode 4 of WillowTree's docuseries 2 Weeks To Better, which details our recent collaboration with Braze.Speaking of Braze, Billie gives a preview of the new ways marketers can save time and communicate more effectively using the engagement platform's upcoming product innovations. She also recaps lessons from the Forge panel she hosted, featuring media experts and marketing leaders like Eric Vander Voort from Warner Bros. Discovery Sports and Allyson Kurth from Braze. Their fresh approaches to seasonal content strategy, newsletters, user preferences, and geolocation inspired lively discussion.Overall, the trends, expertise, and discoveries shared at Forge this year reinforced the importance of implementing best practices (especially with advancements in AI), optimizing personalization, and increasing efficiency.Hot topics discussed: New product features released by Braze, including Sage AI, Landing Pages, and Feature Flags Billie and the Growth Marketing team collaborating with Braze to enhance the sports media experience on the latest episode of WillowTree's docuseries, 2 Weeks To Better  WillowTree CEO Tobias Dengel's new book, The Sound of the Future: The Coming Age of Voice Technology Inspiring marketing campaigns from brands like Disney+, Intuit, Marvel, and more Preparing for AI implementation Investing in long-term retention and customer loyalty Keep the growth going: Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn Follow WillowTree on LinkedIn

This week Tom Butta chats with Tom Burrell, SVP of Retention Marketing with DAZN. With online streaming quickly replacing cable and satellite services as more and more consumers “cut the cord,” DAZN has quickly to give its competitors a run for their money, and its users an amazing experience. Burrell provides an inside look at what technologies he and his team utilize to give DAZN users both engaging and unobtrusive interactions, with some of their newest features including real time sport messaging and the ability to follow your favorite teams even while you're busy. You'll also hear Burrell's thoughts around maximizing customer interaction within well-defined life cycle stages. Additionally, Tom Butta and Tom Burrell dive deep into what steps you can take when you know you are on the verge of losing a subscriber. Whether it's offering additional education about the product offerings or temporary discounts until favorite content is back, Burrell emphasizes the importance of engaging your customers no matter what stage they are at. —Guest BioTom Burrell is the SVP of Retention and Lifecycle Marketing at DAZN, an international over-the-top sports streaming service. In his current role, he is focused on retention marketing and keeping his customers engaged and subscribed. Tom has had quite the journey from data planning to CRM, where he has worked on both the agency and client side. He has led Customer, CRM, Data, Digital and Marketing Departments, Programs and Projects, consultancy & client side for over 20 years. His big superpower? Enabling brands to leverage data and advanced analytics to drive customer centric commercial growth across all stages of the customer lifecycle.Previously, he was based in the Middle East as Global CRM Director for DigitasLBi, after which he went on to become Head of CRM and Marketing at Man Utd. Most recently ,he headed up Customer Marketing at TalkTalk, before getting back to all things sport and moving over to DAZN.—Guest Quote“So, it's really really important to, in an organization like DAZN, make sure that you're dropping the right interaction to the right customer in the right way. Both to support them as a sports fan and getting the best out of the platform, but also to drive the success of our business commercially as well.” – Tom Burrell—Time Stamps *(00:49) Background on Tom Burrell*(02:55) Driving customer growth throughout the entire lifecycle*(06:36) How to build your playbook*(10:45) Learning through testing *(11:40) Why onboarding is critical to user numbers *(17:33) Showing customers all your value*(21:19 What tools does DAZN lean on*(22:46) Can one vendor do it all?*(24:48) Rapid Fire Questions—LinksConnect with Tom Burrell on LinkedInConnect with Tom Butta on LinkedInCheck out the Airship WebsiteWatch your next game on DAZN

Digital sports media offers many immersive options for fans, whether they're streaming pre-game analysis, attending games live at the stadium, or interacting with player content during their commute. But with all that noise, it can be challenging for sports media brands to break through, especially with so many gaps and roadblocks in the fan experience. Some find it challenging to locate and access online streaming options. Other segments feel ignored or receive irrelevant messages. How can sports franchises and digital networks tap fan loyalty during the off-season?Working with our tech partners at Braze, WillowTree's Growth Marketing experts (and in-house sports fans) explored these questions and many more in Episode 4 of the WillowTree docuseries, 2 Weeks To Better. Throughout a two-week sprint, our team built solutions that enhance personalization across all forms of fandom, from dormant to die-hard. On today's episode, Billie goes behind the scenes with three members of the team — Alyssa Baker, Rebecca O'Connor, and Teresa Ceballos — who share their ideas for driving business value as well as user value in the sports media landscape. Their concepts for the fictional “WillowTree Sports Network” digital experience include a robust and nuanced onboarding experience, differentiated in-stadium and at-home experiences, a streamlined approach to live event ticketing, and data capture and delivery processes that help marketers make informed decisions about relevant content. Lastly, the team shares their favorite aspects of the Braze platform, including the automation, integration, and new AI features that supercharge their marketing workflow. Hot topics discussed: Familiar pain points for sports fans How to approach complex and fragmented audience segments Creating a robust onboarding and preference center  Custom player cards and personalized content WillowTree's unique sports-driven client experiences, including the Pepsi Super Bowl LVI Halftime Show, Warner Media, Fox Sports, WWE, and more Keep the growth going: Attend Braze Forge and meet the WillowTree team Book a “2 Weeks to Better” sprint with the WillowTree Marketing Services team Connect with Alyssa Baker, WillowTree Growth Marketing Director on LinkedIn Connect with Teresa Ceballos, WillowTree Growth Content Strategist on LinkedIn Connect with Rebecca O'Connor, WillowTree Senior Growth Manager on LinkedIn Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn Follow WillowTree on LinkedIn

It's a bittersweet 50th episode of Room For Growth as Billy Fischer announces his departure from the podcast and from WillowTree. In this, their last episode as co-hosts of Room For Growth, Billy and Billie discuss their top 5 reflections, their favorite projects, and other rewarding experiences they've shared working together over the past 12 years developing WillowTree's Growth Marketing practice. They touch on their appreciation for the rich client and partner relationships they've built and the priceless insights and friendships they've gained while cultivating an enriching work life. As we wish Billy Fischer a fond farewell, our co-hosts acknowledge the exciting future of the martech landscape.Hot topics discussed: Embracing new opportunities beyond your usual scope The value of partnerships (and some favorite RFG episodes) with tech platforms like Braze, Adobe, mParticle, Amplitude, and more How to balance friendship with professionalism Growing investment in martech, even and especially during challenging macroeconomic conditions Unique and varied client experiences, including the Pepsi Super Bowl LVI Halftime Show, Dairy Queen, and many more. Keep the growth going:Connect with Billy Fischer on LinkedInConnect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedInFollow WillowTree on LinkedIn

The days of companies announcing core values and automatically earning public trust are over. Authenticity and proof through action are crucial, and in designing loyalty programs and growth campaigns for clients, WillowTree's Design practice works with clients to leverage more than technology and data as growth drivers — they're leveraging the brand itself. As Director of Brand & Content Strategy at WillowTree, Adam Nemett shares how positive brand reputation and personal, substantial storytelling can have powerful business implications in engaging internal and external audiences. Adam speaks about the importance of retaining ownership of your brand story while producing original content showcasing the real human challenges and triumphs within an organization. He and Billie also discuss the benefits of AI in streamlining workflow and the pitfalls of allowing AI to create a sea of homogenous, vanilla content. This episode ultimately explores how branding transcends traditional logos, taglines, and visual identity and delves into what truly connects a brand with the market — authenticity, personality, and relatable human experience. Hot topics discussed: How to achieve brand differentiation through authentic storytelling How AI will impact content quality and quantity How brands can show up differently across channels The power of employee advocacy in brand ambassadorship Keep the growth going: Connect with Adam Nemett, WillowTree Director of Brand & Content Strategy on LinkedIn and visit his website  View WillowTree's Insights content, including video and podcast series Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn Connect with Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn Follow WillowTree on LinkedIn

Earning a competitive edge through customer experience is vital to building consumer trust and loyalty. But often this responsibility is shared across multiple departments with different motivations and communication styles. Another challenge many companies face is adapting to emerging trends in the MarTech landscape, including AI, personalization at scale, and changing customer needs.Adobe Experience Cloud expert and WillowTree Senior Growth Director Tony Ferreira worked in diverse industries and roles — including marketing, data analytics, web development, eCommerce, and UX design — before making a name for himself in the Adobe space. He shares his philosophy on where Adobe is a good fit and the key factors to consider, including affordability, team capabilities, systems integration, and adopting Adobe Real-Time CDP and Adobe Journey Optimizer for automation and engagement. Though the Adobe ecosystem may not work for every organization, Tony shares this robust solution's strategic imperatives and potential tradeoffs.Hot topics discussed: Martech platform recommendations for different use cases When is Adobe the right choice? The four most important integration considerations Exploring how to adapt to current MarTech trends Keep the growth going: Connect with Tony Ferreira, WillowTree Senior Growth Director (Adobe) on LinkedIn Read Tony's Guidebook, 10 Steps to Launching Adobe CDP Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn Follow WillowTree on LinkedIn

Almar Reyes is the former Director of Audience Engagement and Lifecycle Marketing at Pandora. He is a marketing leader who has led engagement and retention campaigns for companies like Philo, EA, Activision and more! He shares the most effective strategies and tactics that will help you reduce churn and increase customer loyalty. Connect with Almar: https://www.linkedin.com/in/almarreyes/ App Audits: https://apps.apple.com/us/app/iwanderlust-video-moments-irl/id1577103807 https://play.google.com/store/apps/details?id=com.differenz.dogidentifier You can also watch the video: https://youtube.com/live/QBH2TQrwxPU Work with us to grow your apps faster & cheaper: http://www.appmasters.com/ SPONSORS NOTIX is an audience re-engagement service based on web and in-app push notifications that work for both desktop and mobile devices. With Notix, website/app owners and marketers can share their content and interact with their audiences in a highly engaging channel, while having the opportunity to monetize both mobile and web subscribers. Looking for an MMP? We've got you covered with our partner, Airbridge. Experience an unparalleled, accurate, and unified view of your mobile marketing performance even in today's dynamic landscape shaped by privacy changes. What's more, Airbridge has recently launched MMM Studio, setting a new standard as the only MMP offering a self-serve marketing mix modeling solution. Say goodbye to guesswork and hello to data insights. Learn more at airbridge.io. Tired of overpaying for App Store Optimization? Get unlimited ASO and app marketing support to increase your keyword rankings, downloads, and revenue. Learn more at ASO Masters. *************** Follow us: YouTube: AppMasters.com/YouTube Instagram: @stevepyoung Twitter: @stevepyoung TikTok: @stevepyoung Facebook: App Masters *************** --- Send in a voice message: https://podcasters.spotify.com/pod/show/app-marketing-podcast/message

Preparing for the future of AI is a top priority for startups and Fortune 500 companies alike. Where's the best place to start? When it comes to brand messaging in digital marketing, how will AI impact the ‘era of authenticity'? How will increasingly ubiquitous AI chatbots affect customer engagement as they become another competitor for attention and information retrieval? Bret Kinsella, Founder, CEO, and Research Director of Voicebot.ai, explores these challenges and offers solutions to effectively leverage generative AI's transformative potential. His insight on the future of AI takes cues from the lessons of pre-generative AI applications: he doesn't believe content creation should blindly increase simply because AI offers efficiency. Marketers need to act differently. In this far-reaching conversation, Bret leads us through the path of AI production and implementation, where ethical quandaries surrounding policy and data governance loom. As a leading voice in artificial intelligence, Bret dives into best practices, keeping in mind the changes in customer expectations, the trend towards more polished marketing productions, and the future of online monetization. This episode is essential listening for longtime AI enthusiasts as well as new initiates grappling with AI adoption.Hot topics discussed: Is artificial intelligence really going to take your job? AI's impact on customer expectations and engagement Challenges in delivering personalized experiences The best AI apps for productivity and quality Strategies for preparing for an AI-driven future Keep the growth going: Connect with Bret Kinsella, Voicebot.ai Founder, CEO, & Research Director on LinkedIn Subscribe to Bret's newsletter Synthedia on Substack Subscribe to Voicebotai + Synthedia's Generative AI News (GAIN) weekly rundown on YouTube Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn Connect with Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn Follow WillowTree on LinkedIn

Fashion retail is notoriously competitive and constantly evolving, creating many unique challenges for marketers. With the largely forgotten in-store experience taking a backseat to its digital counterpart, how do we bridge that gap? Ultimately, in today's climate, success comes down to effectively using technology to gain customer insight.For Sara Griffin, Chief Marketing and Analytics Officer at Saks OFF 5TH, data-driven decisions and personalized customer experiences reign supreme. Sara calls customer-centric marketing her “North Star,” as evinced by the loyalty program she launched a year ago, amassing 2.7 million members. As a leader in marketing and analytics, Sara dives deep into the company's move from segmentation to personalization and the robust customer research behind this evolution that have earned Saks OFF 5TH a competitive edge in the dynamic fashion retail industry.Hot topics discussed: How to launch a successful customer-centric loyalty program The potential of artificial intelligence in driving personalized marketing How customer research affects every aspect of branding Keep the growth going: Connect with Sara Griffin, Saks Off 5th Chief Marketing and Analytics Officer on LinkedIn Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn Connect with Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn Follow WillowTree on LinkedIn

We're back with Season 3 of Room For Growth, taking a deep dive into the financial services industry with Chris O'Brien from M&T Bank.With artificial intelligence proliferating in more and more industries, many financial marketers are in a test-and-learn phase to discover AI use cases with truly impactful business outcomes. In contrast, large banks have begun leveraging AI to tailor messaging based on customer behavior. In turn, there may be a major opportunity to maximize the use of business intelligence tools and the resulting data analytics to further optimize targeted segmentation efforts. Chris O'Brien, Senior Product Manager at M&T Bank, is optimistic about AI's future in this space, especially with use cases like content generation and experimentation as drivers for operational efficiency and growth. As a MarTech strategist, he directly addresses the challenges of balancing centralized control and agility while maintaining trust and making investment decisions in a limited-budget environment. With the financial industry's increased capacity to collect and analyze behavioral data, firms will have to decide on the importance they place on segmentation versus one-to-one personalization. Ultimately, Chris believes aligning MarTech strategy with business goals and customer needs is paramount.Hot topics discussed: The role of AI and emerging technologies in understanding customers Trends and challenges in Finance MarTech How to adapt to changing customer behaviors Examples of AI integration in business systems Keep the growth going: Connect with Chris O'Brien, M&T Bank Senior Product Manager on LinkedIn Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn Connect with Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn Follow WillowTree on LinkedIn

Today we have another episode of Better Done Than Perfect. Listen in as we talk to Nout Boctor-Smith, growth marketing consultant at Nine Lives Digital. You'll learn the difference between B2C and B2B lifecycle marketing, why customer centricity is important, how to market to sensitive audiences, and more.Please head over to the episode page for the detailed recap and key takeaways.Show notesNine Lives DigitalWhat is Product-led Growth?The Ultimate Guide to Account-Based MarketingB2B Marketing Attribution with Steffen HedebrandtConnect with Nout on LinkedInThanks for listening! If you found the episode useful, please spread the word about this new show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — an email automation platform for SaaS companies. Onboard, engage, and nurture your customers, as well as marketing leads. To follow the best practices, download our free printable email planning worksheets at userlist.com/worksheets.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

Why should startups invest early in lifecycle marketing? In this episode, we talk to Nout Boctor-Smith, growth marketing consultant at Nine Lives Digital. You'll learn the difference between B2C and B2B lifecycle marketing, why customer centricity is important, how to market to sensitive audiences, and more.Visit our website for the detailed episode recap with key learnings.Nine Lives DigitalWhat is Product-led Growth?The Ultimate Guide to Account-Based MarketingB2B Marketing Attribution with Steffen HedebrandtConnect with Nout on LinkedInThanks for listening! If you found the episode useful, please spread the word about the show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — an email automation platform for SaaS companies. Onboard, engage, and nurture your customers, as well as marketing leads. To follow the best practices, download our free printable email planning worksheets at userlist.com/worksheets.

Paul Meinshausen, CEO and Co-Founder of Aampe, explores the impact of AI's disruption. From chatbots and virtual assistants to content generation, AI has revolutionized how businesses understand and interact with their customers. Moreover, AI is enabling businesses to personalize marketing efforts at a granular level, tailoring interactions based on each person's unique preferences and behaviors. Today, Paul discusses how AI is disrupting life cycle marketing. Show NotesConnect With:Paul Meinshausen: 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.

Paul Meinshausen, CEO and Co-Founder of Aampe, explores the impact of AI's disruption. From chatbots and virtual assistants to content generation, AI has revolutionized how businesses understand and interact with their customers. Moreover, AI is enabling businesses to personalize marketing efforts at a granular level, tailoring interactions based on each person's unique preferences and behaviors. Today, Paul discusses how AI is disrupting life cycle marketing. Show NotesConnect With:Paul Meinshausen: 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.

This time, host Lauren DeSouza is joined by Elyssa Verhoogen, the Senior CRM & Lifecycle Marketing Consultant at Dojo. In the episode, Lauren and Elyssa discuss how to build a relationship with the customer, why emails can cause anxiety for your customers, and why personalization is so important to lifecycle marketing.