The One to One Consumer Marketing Podcast

Max speaks with Abby Katz [https://www.linkedin.com/in/abigailhkatz/], Lifecycle Marketing Manager at Eight Sleep [https://www.eightsleep.com/], a pioneering tech company transforming how we sleep. Abby shares her unique career journey from influencer marketing to leading lifecycle marketing at Eight Sleep. Tune in to hear her insights on building emotional loyalty, the power of personalization, and the future of wearable technology in health and wellness. Topics discussed: * Transitioning from influencer marketing loyalty marketing. * How marketers are developing and implementing global loyalty and CRM programs. * The importance of crafting personalized lifecycle campaigns for customer engagement based on customer pain points. * Data-driven personalization and the impact of COVID-19 on consumer behavior and expectations. * Moving beyond transactional loyalty to create deeper, emotional connections with customers. * The role of wearables, AI and machine learning in health diagnostics  and preventative wellness.

Max speaks with Axel Adida [https://www.linkedin.com/in/axel-adida-552a561/], Chief Digital Officer at Beiersdorf [https://www.beiersdorf.com/]. They discuss how marketers need to be flexible "in mind and skills" with technological and customer behavior changes, especially when initiatives like cookie deprecation are shifting how to grab customer attention. They also talk about how unique content leads to self-select personalization, what tech trends are impacting marketing today, and how learning hard skills improves problem-solving.   Topics discussed: * The need for flexibility "in mind and skills" with changes in customer behavior and evolving channels. * Why customers will gravitate towards content tone and angles that resonate with them in self-select personalization. * How marketers are rethinking data ownership and focusing on which signals are important as cookie tracking changes. * How to increase loyalty by bringing freshness and constant interest in the brand. * Why marketers should prioritize having a robust yet simple tech stack and skilled teams. * Which technology and trends — like generative AI and the rise of influencers — are impacting consumer marketing today. * Why learning hard skills like data, systems, or programming can help marketers become better problem-solvers.

Max speaks with Nadine Fuller [https://www.linkedin.com/in/nadine-fuller/], Sr. Director, CRM & Customer Activation at hear.com [https://www.hear.com/]. They discuss hear.com's strategy for communication that includes choosing the right content, channel, and timing, as well as how to keep customers engaged when there may be years between purchases. They also talk about the importance of testing, the challenges and opportunities of today's many channels, and what tools hear.com uses for effective CRM.   Topics discussed: * The marketing strategies required to sell a product that people need but don't necessarily want. * How hear.com approaches their customer communication, including choosing the right segment, content, channel, and timing. * Why you still need to stick with basic marketing principles, whichever CRM tool you're using. * How constantly-changing channels and partners are hard to navigate, but also present more opportunities as well. * How hear.com uses SMS to interact with and deliver value to their customers. * Strategies for long-term customer retention and the unique challenges marketers have when sales might be seven years apart. * Advice for marketers, including how you can accelerate your marketing program through testing.

Max speaks with Jacob Fenton [https://www.linkedin.com/in/jacobfenton/], VP Customer Experience at StockX [https://stockx.com/]. They discuss how StockX prioritizes listening to customers and engaging with them organically on community platforms, using their feedback to guide new initiatives. They also talk about why customer service issues are also brand issues, how they use technology to improve the seller experience, and what customer sentiments will drive brand messaging in the future.   Topics discussed: * How StockX builds organic engagement through influencers and community platforms, where they can educate on or reframe brand messaging. * The importance of having a robust customer listening program that can guide new initiatives. * How StockX uses technology and account managers to improve the experience and relationships with sellers. * Why a customer service issue is really a brand issue and how they work to understand and solve customer concerns. * How they’re solving their biggest challenges of shipping speed and quality. * Why customer interest in what brands stand for will drive brand messaging in the future. * Advice for early career marketers around prioritizing and choosing the people you want to work with.

In this episode, previously recorded as a webinar, Spectrm’s Conversation Designer Esteban Gómez, speaks with Adalia Cuesta Bergstrom [https://www.linkedin.com/in/adaliacuestabergstrom/], Senior Conversational AI Designer at Arktic Business Consulting [https://www.arktic.es/]. They discuss the fundamentals of how to design conversations for chatbots, including thinking through possible paths, designing for specifics, and the importance of voice and tone. They also talk about the steps for conversational design, how to humanize your chatbot, and how customers won't remember whether it's a bot if they have their questions answered.   Topics discussed: * The evolution of the role of conversational designer across different companies and industries. * Why the most important factor in designing a conversation is to make sure the user feels heard, and why you should design for specifics, not generalities. * The importance of voice and tone in a chatbot conversation, and why it should shift depending on the situation. * The reason why companies should make users aware they're speaking to a chatbot. * The best thing you can do to make your chatbot human. * How customer service chatbots differ from marketing chatbots, and how companies can get the content correct for either use case. * The process for designing a conversational chatbot and how it's a multi-team effort.