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Marketer + Machine

Updated 2 days ago

Business
Technology
Marketing
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On Marketer + Machine, you will get an in-depth look at the creative, strategic, and innovative ways marketing leaders from around the world are not only acquiring but also retaining customers in today’s uber-competitive marketplace. Each weekly episode features an interview with a marketing leader, as well as their actionable insights, innovative perspectives, and predictions for the future of marketing. We’ll learn how they are bridging the gap between the marketer and the machine to deliver more personalized, meaningful, and relevant customer experiences with a focus on the human elements of marketing, not on the technology. Key themes we’ll explore include AI marketing, personalization, omnichannel, marketing automation, marketing best practices, marketing technology, customer experience, ecommerce and retail marketing, and the future of marketing.

Read more

On Marketer + Machine, you will get an in-depth look at the creative, strategic, and innovative ways marketing leaders from around the world are not only acquiring but also retaining customers in today’s uber-competitive marketplace. Each weekly episode features an interview with a marketing leader, as well as their actionable insights, innovative perspectives, and predictions for the future of marketing. We’ll learn how they are bridging the gap between the marketer and the machine to deliver more personalized, meaningful, and relevant customer experiences with a focus on the human elements of marketing, not on the technology. Key themes we’ll explore include AI marketing, personalization, omnichannel, marketing automation, marketing best practices, marketing technology, customer experience, ecommerce and retail marketing, and the future of marketing.

iTunes Ratings

38 Ratings
Average Ratings
37
0
0
0
1

Great learning opportunity!

By Christy Choe - Mar 20 2019
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Lindsay is a really great host and asks thoughtful, engaging questions. Great listen, even for those not super in the martech space.

Great Martech insights

By AI+Rodney - Mar 18 2019
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I enjoyed the episode with John Andrews from Photofy. Strong discussion on shopping behavior and how the retail landscape is ever changing.

iTunes Ratings

38 Ratings
Average Ratings
37
0
0
0
1

Great learning opportunity!

By Christy Choe - Mar 20 2019
Read more
Lindsay is a really great host and asks thoughtful, engaging questions. Great listen, even for those not super in the martech space.

Great Martech insights

By AI+Rodney - Mar 18 2019
Read more
I enjoyed the episode with John Andrews from Photofy. Strong discussion on shopping behavior and how the retail landscape is ever changing.

Best weekly hand curated episodes for learning

Cover image of Marketer + Machine

Marketer + Machine

Latest release on Dec 18, 2019

Best weekly hand curated episodes for learning

The Best Episodes Ranked Using User Listens

Updated by OwlTail 2 days ago

Rank #1: 007: Paul Roetzer | Getting Started with AI Marketing

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Key Takeaways:

  1. AI is here today, and here to stay. It still has a long way to go, but you interact with AI every time you log in to Netflix, shop on Amazon, search on Google, or interact with friends on Facebook
  2. If you’re looking to adopt AI, don’t broadly look to “bring AI into your marketing efforts.” Look at your strategy, identify areas where AI could be impactful, then look for solutions to help.
  3. Don’t be intimidated of AI, and look at it as an opportunity. Humans retain control.

Full Shownotes:

Aug 15 2018

29mins

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Rank #2: 039: Lindsey Murray | Using Behavioral Data & Past Purchase Triggers to Create Real-Time Customer Experiences

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Key Takeaways:

  1. The only thing that really matters is driving real value! Find the right balance between delivering strategic, creative experiences to the human at the other end of the interaction and all the tech, data, and optimization that works to help us make it all happen.
  2. Tools and tech can become overwhelming quickly! So, as you approach real-time marketing, don’t jump into everything at once. Focus on a couple of key areas and make sure messaging is consistent and on brand across all channels.
  3. Data is and will always be foundational to marketers. But in the future, be prepared to enable and encourage your customers to help you with your marketing. Think unboxing, tutorials, reviews, and user-generated content.

Full Shownotes:

Jun 05 2019

24mins

Play

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Rank #3: 025: Jim Sterne | Artificial Intelligence and Machine Learning for Marketing

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Key Takeaways:

  1. You don't have to understand all of that ins and outs of AI to be a successful, responsible marketer. You just need to understand the foundation of marketing and the role you play in protecting the data that your customers you with.
  2. Strive to understand the big picture of how customer data flows through your system and “smell check” it for biases – then raise your hand when something goes awry.
  3. Marketers are a strong force when partnering with a machine, no doubt. But remember: it’s that balance between the human elements of the equation (our brains and our ability to gut check data and analysis) with the tech that can take all this data, process it, and help us accomplish wonders at scale.

Full Shownotes:

Jan 02 2019

28mins

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Rank #4: 034: Caren Carrasco | RFM Modeling 101: Predict Churn, Purchase, & Retention with Simple Segmentation

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Key Takeaways:

  1. Gather your team. You’ll be most successful with RFM modeling if there are a couple of you working on it together – someone to help you dig into the data, someone to craft the content, etc.
  2. Then, get to scoring and automating. Using Caren’s model, start scoring your customers based on the recency, frequency, and monetary values of their purchases. Once you’ve got that down, it’s time to start crafting messages for your segments and monitoring to see what works and tweaking what doesn’t.
  3. Just do it. Dive in. Take the plunge. Caren and her team at Benjamin David Group spell out all the steps for you so, if this sounds like it could help you retain your customers and improve your bottom line, download the eBook and just get started.

Full Shownotes:

Apr 24 2019

25mins

Play

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Rank #5: 011: Tim Kopp | CMO Lessons From An Accomplished Marketing Leader

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Key Takeaways:

  1. Your internal team should be your primary audience. If they understand what you’re working on, and what’s in it for them, they’re more likely to get behind it. Culture is critical.
  2. Successful marketing leadership is situational. A CMOs role is constantly changing. An organization needs to seek out leaders who can understand goals, then use their innate genius to make those goals a reality.
  3. We’re all business-to-human marketers, first. A business doesn’t buy a product – a human does. Establish meaningful and relevant solutions to people.

Full Shownotes:

Sep 12 2018

29mins

Play

Rank #6: AI Series: Using AI to Escape the Marketing Matrix

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With AI, marketers are able to predict dozens of metrics like CLV, likelihood to purchase, and overall revenue. It gives us the ability to unlock new dimensions of our database, to go from being reactive to being proactive, and to predict the future. They’re getting in front of customers and automating the execution of next-best offers, 1-to-1 content, individualized incentives, and more. But the most exciting part of AI for e-commerce and retail marketers is its ability to calculate the likelihood of an action happening or not happening. You can also define opportunities within repeat segments, lapsing segments, churning segments, and more to fill revenue gaps. In this episode, we take a look at what the marketing matrix is, how AI helps escape it, and numerous use cases and examples that demonstrate how it’s driving real world value.

Make sure you also explore how AI can help predict dozens of marketing metrics and unlock new dimensions of your database - check out our white paper here: http://bit.ly/ai-whitepaper

Oct 16 2019

20mins

Play

Rank #7: 030: Matt Hayes | Email Personalization: Automating Content at Scale

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Key Takeaways:

  1. There are several challenges to doing email personalization repeatedly and at scale. Business-as-usual is not your friend -- when you get stuck in the day-to-day and can’t even get personalization set up, you never even give yourself a shot. Automation and tech is key to achieving the objective of mass personalization at scale. You can’t create one email with millions of variations by hand or manually. It has to be done in an automated way.
  2. Timing is crucial if you want to increase engagement, as is relevant content based on each recipients data and behavior. Personalization for one-off emails or per campaign isn't enough  -- you can personalize every email! We're talking about more than "Hi, first name" or segmenting by, say, womenswear or menswear. An amazing way to "right-time" or "real-time" with one email (but multiple versions using content automation) is by using a technology called Open Time Content. This capability lets you create pods or sections in your email that update to the latest content at the moment the email is opened. These pods take the latest content from your CSS feeds, availability, or even inventory in real-time, automatically. With these campaigns, you only needs to set them up once. The content can then be personalized to a recipient's preferences, browse behavior, or context of their journey.
  3. Where do you fall on the spectrum of marketers adopting and implementing personalization tactics? Are you leveraging your data to deliver personalized email experiences? Are you using tools that put AI to work for you so you can use all that data to deliver personalized experiences at scale? And HOW are you approaching personalization? Yes, personalized campaigns by situation and behavior are foundational -- but are you taking it to the next level and personalizing your content to the context of the recipient? How can you start thinking today about achieving greater levels of personalization tomorrow?

Full Shownotes:

Feb 20 2019

26mins

Play

Rank #8: Bonus: Ben Norton | How Marketing Tech – and Emarsys – Has

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Description:

With typical marketing platforms, there's a gap between product capabilities and the customer's operational reality. At Emarsys, we're pre-populating a framework with tactics, strategies, and dashboards, while also opening up the architecture to allow the consumer to customize the platform in a way that works for them. Our goal is to help close the adoption gap by providing continuity between the customer's goal, strategy, and tactics.

Full Shownotes: 

Jan 07 2019

21mins

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Rank #9: 012: Kyle Lacy | Lessonly’s “Lesson” on Account-Based Marketing & Mar-Tech

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Key Takeaways:
  1. When implementing new tech and processes, don’t focus too much on the tech. The marketer is still the maestro at the epicenter — and that’s the way it should be.
  2. It’s not the human that should augment the tech — the tech should augment what humans can do. In a world with thousands of tech solutions all promising to solve problems, slow down and take on the right tech for your needs.
  3. Experience is everything and the only thing that matters. The only thing that drives relevancy is the brand experience.
Full Shownotes:

Sep 19 2018

27mins

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Rank #10: Bonus: Raj Balasundaram | How Software Made For Marketers Can Change Your Business and Life

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Description: 

Raj Balasundaram, VP of Solutions and Services, joins the show to share how Emarsys is revolutionizing and personalizing the marketer's experience. With a newly-unveiled platform re-designed to be geared, specifically, for marketers based on their industry and unique business objectives, Emarsys is answering the call – "empty software" just isn't cutting it! Raj explains why the right technology should work for you. Demand more from your software, not the other way around.

Full Shownotes:

Dec 11 2018

30mins

Play

Rank #11: [Revolution Series] Maria Flores Portillo | How to Work with Artificial Intelligence as Your Creative Ally

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Key Takeaways:

  1. To any marketer still feeling skeptical about AI: as Maria says, “demystify it!” AI isn’t like Terminator portrays it, nor will some robot come take your job. Educate yourself and learn all you can. Then, find a specific use case based on one aspect of your marketing process you want to resolve, optimize, automate, or improve.
  2. Using AI is a choice. Instead of spending ridiculous amounts of time sorting through spreadsheets, choose more time for strategy. Where you once manually created marketing messages for each customer, choose machine learning. In lieu of repetitive tasks that ring you dry by day’s end, choose automation. These are all byproducts of using AI.
  3. Third, as Maria alludes to, AI is a double-edged sword. It can help detach us from our very human laziness and biases… butttt we also have to be careful, collectively, to make sure our algorithms are processing all of this data in an unbiased way. We have to collect, manage, and store data – and write and program our machines – so that they avoid bias in any way, but still achieve what we need.

Full Shownotes:

Mar 27 2019

16mins

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Rank #12: 029: Vivek Sharma | Uniting Data & Creative to Bring Personalization Into the Visual Era

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Key Takeaways:

  1. Personalization is about so much more than words — it's about the full experience you deliver to customers. It IS about the words, but also the visual experience through which that experience is created.
  2. Personalized, visual experiences are about right time messages, delivering this content to the right contact or customer, and ensuring that content is suited, specifically, for the device they're using at that moment.
  3. How might you be able to leverage augmented and virtual reality to enable consumers to fully experience your brand upon opening an email? By the way, email is more alive than ever before — and is rich with opportunity.

Full Shownotes:

Feb 06 2019

27mins

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Rank #13: 023: Carol Meyers | Humanizing B2B Marketing

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Key Takeaways:

  1. Regardless of what industry you’re in or what products you’re selling, it’s all about building valuable relationships, meaningful connections, and serving as a trusted guide for the buyer.
  2. Use storytelling to give your audience something to believe in. That comes down to content, brand messaging, how, when, why, and where you’re delivering value to your audience so that you position your brand as that helpful resource.
  3. Carol’s company, Rapid7, is all about cybersecurity for businesses. For some of us, that might not feel like a high-emotion, highly story-centric company. But that’s not so. She and her team are able to appeal to emotions by discussing what could happen if security isn’t prioritized. Rapid7 embraces stories and emotions -- and you can too!

Full Shownotes:

Dec 11 2018

34mins

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Rank #14: 019: Brian Massey | How to Convert Online Shoppers with Science, Strategy, & Style

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Key Takeaways:

  1. Use data to optimize your website for conversion. The five areas Brian identified to focus on include: value proposition and messaging, UX and layout, social proof, credibility and authority, and security.
  2. Go through your site and try to view it as a shopper would. How are you covering these five areas? What can you start doing this week, this month, this quarter to improve?
  3. Follow Brian’s content on ConversionSciences.com – and learn more about his conversion tactics with fun names! These are spot on and informative. You’ll get new ideas for conversion opportunities and inspiration for combining these tactics and trying new things.

Full Shownotes:

Nov 07 2018

33mins

Play

Rank #15: [Revolution Series] Chris Pearce | Using Behavioral Marketing to Understand Context, Content, & Deep-Seated Customer Needs

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Key Takeaways:

  1. Understand context and the role of a particular piece of content at a particular time. Consider how a customer is feeling -- their state of mind -- at a particular time. It doesn't have to be highly creative... it can be utilitarian instead of crazy creative. This approach can be extremely effective in terms of understanding the job that needs to be done. Then, if you need extra creativity at certain touch points, that's where you'll have more time to shine.
  2. Look at neuroscience techniques to understand brand purchase and shopping behavior. It comes down to reward minus pain. Manage the balance between anticipated reward versus likely pain (like price!). Think about how the brain receives content; it doesn't have a "brand" button. Most people don't think about marketing from this perspective during their day-to-day. Are you?
  3. AI is not going to be as scary as nuclear weapons. But you should also remain mindful of how AI can help you in powerful ways. What affect will tech have on behavior change? How will AI help your bottom line and long-term advocacy? That's the job of tech and AI as the change of pace (things are speeding up) and stretched marketing teams are struggling to keep up.

Full Shownotes:

Feb 13 2019

18mins

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Rank #16: [Revolution Series] Chelsea Mueller | How Cheaper Than Dirt Uses Customer Behavior Data for Personalization

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Key Takeaways:

  1. First, you have to know every customer’s buying stage, which brands they have an affinity for, what they’ve bought in the past, and recent purchases, and then use the right tools that enable the kind of targeting that you want to do in alignment with your overarching goals.
  2. Second, don’t shy away from the seemingly scary stuff. Data, AI, machine learning, voice, and even developing working partnerships with your IT team to bring it all together are a reality that needs to come to fruition if we are to truly advance, adopt, and adapt to the rapid pace of marketing today.
  3. Third, lifecycle marketing can’t be overlooked. Don’t know where to begin? Start with customer journey mapping – even basic historical data like who you sold something to and what you sold them can tell you a lot. Then, when you’ve got the right tech, you can start to look at and act on things like propensity to buy, AOV, loyalty status, and more, bringing it all full circle.

Full Shownotes:

Mar 13 2019

19mins

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Rank #17: 005: Jay Baer | Smart Marketing is About Help Not Hype

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Key Takeaways:

  1. We are no longer held to the standards of our verticals, industries, or business sizes. We are all on the same scale and the bar is set by the best brands in the world.
  2. Don’t sell. Help. As Jay says, “If you sell something, you make a customer today. If you help someone, you create a customer for life.”
  3. Big data without understanding is useless. As Jay said, it’s not about big data or even big technology. It’s about a big understanding.
Full Shownotes:  Resources and links discussed:

Aug 01 2018

32mins

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Rank #18: [Revolution Series] Mike Doyle | How City Beach Drives 30% of Their Revenue from Automated Emails

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Description: 

Michael Doyle, Head of Marketing at City Beach, shares some common challenges that retail marketers face. Customers demand (and deserve) personalization – as consumers, we know this first-hand! But ad-hoc "batch and blast" techniques just don’t work. So how do you bridge the gap between personalization and the human’s capacity to collect data? Doyle discusses the challenges that he and his team faced as an old-school retailer trying to grow in the digital space and the role technology played in making their personalization dreams a reality.

Full Shownotes:

Dec 19 2018

15mins

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Rank #19: 021: John Andrews | How to Navigate the Shift in Shopper Behavior from Physical Stores to Online

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Key Takeaways:

  1. Just because you can market to someone, doesn’t mean you should. Is it the right person at the right time via the right channel with the right message? Or is it simply convenient for you to push something out to that individual – regardless of how they’ll receive it? Pause and think about what will actually be received and relevant
  2. How will your company be impacted by the changing retail conveniences emerging to make purchases and replenishment easier for consumers (like subscription services, dash buttons, and prime delivery)? How can you proactively leverage these changes to be more relevant with your customers? What could happen if you don’t?
  3. Globalization. Technology is making the world feel smaller and more connected. Regardless of what industry you’re in or how large or small your company is, globalization is impacting us all.

Full Shownotes: 

Nov 21 2018

32mins

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Rank #20: 032: Elliot Ross | Are You An Email Marketing Power User? How to Step Up Your Game

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Key Takeaways:

  1. It helps you see opportunities to create master templates. What common elements could you combine into one or a few templates to use instead of creating so many custom emails?
  2. Consider adding basic stats about performance to your "wall of emails." This will help you test assumptions about which emails worked and which didn’t.
  3. Start tracking some stats around the process. For example, how long did it take from start to finish to create and ship an email? How many people had to be involved? Include that on your wall with each email, too. This should help you see what designs, layouts, content types and formats were faster to create and which were most cumbersome.

Full Shownotes:

Mar 20 2019

30mins

Play