The One to One Consumer Marketing Podcast

Mastercard’s Raja Rajamannar on Why We Need to Rethink Traditional Marketing

Max speaks with Raja Rajamannar, Chief Marketing & Communications Officer; President, Healthcare Business at Mastercard. They discuss how marketers today should rethink traditional approaches like the purchase funnel and loyalty programs and start focusing on "preference management" instead. They also talk about what technology is shaping marketing, how new tech stacks will develop, and why augmented reality is the next game changer.
Topics discussed:
Why we need to challenge the classical principles of marketing and reimagine them for today's customer behaviors and technology — as outlined in Raja's book Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers.
Why traditional approaches like the purchase funnel and loyalty programs are no longer working, and what to do instead.
How to create stickiness by taking a "preference management" approach to tracking and engaging customers.
Why we'll see a new breed of marketing tech stacks developed by up-in-coming companies — not run by the tech giants.
Why augmented reality will be the next big tech game changer in marketing in its ability to deliver value to customers.
How Raja made the shift from being an engineer to marketing when overhearing a cosmetic advertising campaign and stepping in to suggest a better one.

Google’s Stephanie Horton on Solving Customer Pain Points with Experimentation and Creativity

Max speaks with Stephanie Horton, Senior Director of Global Consumer Marketing, Commerce at Google. They discuss how marketers should meet customers where they are on various channels, why you should focus on testing and experimenting with your channel mix, and how customer retention comes from solving customer pain points. They also talk about working with your product team to create the customer journey, how to get creative when there are budget constraints, and why marketers should prioritize gaining experience, not job titles.
 
Topics discussed:
The path of Stephanie's career, from starting in finance, to becoming CMO of Farfetch, to Google inviting her to become the Senior Director of Global Consumer Marketing.
How to effectively approach your channel mix, and why it's crucial to try new channels, yet test and learn as you go.
The importance of retention and solving customer pain points, especially at a maturing brand like Google.
How the marketing team works with the product team to understand the customer journey and create a better value proposition.
Why the biggest challenge to marketing today is constrained budgets, and how that can push you to be creative.
Advice to young marketers on why it's better to chase after experiences than job titles.
 

The Houston Texans’s Doug Vosik on Satisfying Fans and Keeping Them Engaged, Win or Lose

Max speaks with Doug Vosik, Senior VP of Marketing & Communications/CMO at the Houston Texans football team. They discuss how to build fan engagement, including the necessity of changing the message depending on whether the team wins or loses, and the complexity involved in satisfying each fan's unique needs. They also talk about how the back office integrated data feeds into real-time dashboards and what the future of channel optimization will look like.
Topics discussed:
Doug's journey to sports marketing after working at Virgin, and why a sneaker obsession helped him get his foot in the door.
The variety of verticals that a CMO of a sports team interacts with on a daily basis, from classic marketing functions, to community engagement, to entertainment at the stadium.
How engaging fans changes depending on whether the team is winning or losing and how lifecycle marketing is driving fans to become season ticket holders.
How taking a chance on a fun marketing video turned a team's season around.
The "complexity of satisfaction" and why you need data to learn what each fan wants and how to cater to it.
How the Texans' SVP of Business Analytics collected their data feeds into one real-time dashboard on Tableau.
Where the future of marketing channels is going and the importance of moving away from channels that are dying to channels where fans actually spend their time.

The Green Bay Packers’ Gabrielle Valdez Dow on Tracking the Fan Journey and Keeping Them Engaged

Max speaks with Gabrielle Valdez Dow, VP, Marketing & Fan Engagement at the Green Bay Packers football team. They discuss how the Packers create personalized experiences for their fans across digital channels and in the stadium, how they adjust their messaging based on wins or losses, and how they're tracking the "driveway-to-driveway" fan journey to increase engagement. They also talk about what channels are most successful, advice for marketers, and what the future of fan engagement will look like.
Topics discussed:
The necessity of retaining and engaging sports fans year round, not just during the season.
The ways in which the Packers adjust their messaging after wins or losses in order to continue to engage fans.
The success of different mediums for the Packers and how to measure successful fan engagement across platforms.
How to create personalization across various channels like email and app, and the potential for personalization in more passive channels like TikTok and YouTube.
How the Packers are tracking the fan journey, creating opportunities for touchpoints and connection, and rewarding fan engagement.
Advice for marketers that are just getting started or who want to go into the sports industry.
What the future of fan marketing will look like across digital channels and in the stadium.
 

Spectrm’s Max Koziolek on Podcast Lessons Learned from the One to One Consumer Marketing Podcast and the Vision for Its Future

In this special episode, Ben speaks with Max Koziolek, Co-founder and CEO of Spectrm, who will be taking over hosting duties as Ben departs. They discuss how far the podcast has come and where it's going, and how it's created a space to spotlight retention marketers and the work they do. They also talk about lessons learned from the guests, how messaging is the way in which we build relationships today, and what the future of retention marketing will be with the integration of AI and LMMs.
Topics discussed:
How far the One to One Consumer Marketing podcast has come over the past 40 episodes, and where the podcast is headed into the future.
Why Spectrm created a podcast and how it provided an opportunity to put retention marketers in the spotlight.
Lessons learned from the various podcast guests around orchestration, customer journeys, and career development.
The importance of retention marketing, and how podcast guests are using orchestration, data collection, and experimentation to build relationships with customers.
Why messaging is the modern channel through which to build relationships with brands and with each other.
The vision for the future of brand messaging, and how it will grow with the integration of AI and LLMs.

Better Approaches to More Targeted and Personalized Customer Retention with Warner Bros. Discovery’s Yoav Banai

Ben speaks with Yoav Banai, Group VP Retention & Engagement at Warner Bros. Discovery Streaming, a premier global media and entertainment company. They discuss the increasing shift to retention marketing in the industry, and the ways in which they’re building long-term relationships with customers by encouraging health consumption, getting to know them and the content they watch, and offering the right messaging at the right junction. They also discuss how Warner Bros. Discovery is taking a true omnichannel approach to lifecycle marketing, how they measure engagement and activity, and how the future of consumer marketing will become one ongoing interaction with a brand.
Topics discussed:
The path of Yoav's career, from time in the military, to practicing capital markets law, to focusing on strategy in the streaming music industry, to now leading retention and engagement at Warner Bros. Discovery.
The current state of consumer marketing, which is seeing a large-scale shift to retention, and how Warner Bros. Discovery is creating a holistic, customer-centric experience across the entire organization.
How Yoav thinks about retention and lifecycle marketing, and how it's focused on what the customer needs, finding the right moment to offer recommendations or support, and being ready with messaging at the different junctions of the journey.
How to listen to customers, find their triggers, influence behaviors at pivotal moments, and get them to take the right action.
How Warner Bros. Discovery measures retention by looking at customer activity, what type of content they're watching, and how much of a commitment they're making to certain content.
Why Yoav doesn't have a plan for "the average customer," and instead looks at how to shift and influence behavior for specific users to build long-term relationships.
How they're pursuing a true omnichannel approach for the customer, including focusing more on the message rather than the channel, and how they’re keeping messaging consistent, from emails to error messages.
Advice for marketers that includes starting from the "why" of what you're doing, and the importance of measuring what matters.

Chime’s Natalie Miles on Why Personalization at Scale Starts with Well-Managed Data

Ben speaks with Natalie Miles, Head of Marketing Technology & Personalization at Chime, a financial technology company that offers banking services. They discuss how personalization at scale begins with well-managed data, what benefits focusing on retention can bring to lifecycle marketing, and how to better collaborate with cross-functional teams. They also discuss common challenges to consumer marketing, including how to stand out among commoditization, how to better measure channels, and how to prepare for the future of consumer marketing.
Topics discussed:
Why good data management, data hygiene, and less fragmentation across records are the foundation for building personalization at scale.
Why lifecycle marketing "shines" when companies focus on retention, and how you can better leverage your channels with a focus on retention.
The common challenges to consumer marketing today and how brands can stand out among a commoditized landscape.
Why marketers shouldn't get hung up on superficial channel metrics and why you need the right channels to deliver the right message so that customers take further action.
What new technology will impact marketing, like using automation to make testing and experimentation faster and more scalable.
Advice for consumer marketers, including the need to be able to speak the language of other teams since marketing is so cross-functional.
The future of consumer marketing, which will include more consolidation of tools, more cross-functionality, and the rise of marketing generalists.

Reliance Retail’s Shaurya Tyagi on How to Build More Rapport with Customers

Ben speaks with Shaurya Tyagi, Head of Digital Marketing & Loyalty at JioMart partner, the online shopping platform of Reliance Retail, India's largest retailer. They discuss how to increase retention by focusing on building rapport for customers and creating "wow" moments, the need for quality customer experiences in both physical and online marketplaces, and the right way to build relationships on WhatsApp. They also discuss the unique challenges to personalization in India, how AI and humans can work together for better customer experiences, and remembering that audiences are more than just numbers. 
Topics discussed:
Shaurya's journey from building a D2C business for an insurance company, working in gaming, and working for a mobile manufacturing company, to overseeing retention and loyalty at JioMart partner, the online shopping platform of Reliance Retail.
How to build brand and product awareness in both physical stores and through online websites and marketplaces, and how to create "wow" experiences across channels.
The importance of building a rapport with your customer in order to build trust, solve problems, and exchange value.
The challenges to customer retention and personalization in India, especially when so many people speak so many different languages.
How to engage customers through messaging on WhatsApp, and why the best customer experience is to create relevant content for them that draws them to engage with you.
How AI and humans can work together to create better customer service experiences.
Advice for marketers that includes why it's important to remember that your audience is not just numbers, but people.
Views mentioned in the podcast are personal and do not represent the organization Shaurya works in or has worked in the past.

”State of B2C Customer Retention” Roundtable with iRobot’s Erin Bonsang, Delivery Hero’s Tobias Lüder, and Voi Technology’s Carl-Adam Markborn

In this special episode, Ben speaks with Erin Bonsang, Head of Owned Channels at iRobot, Tobias Lüder, Head of CRM, Europe at Delivery Hero, and Carl-Adam Markborn, Head of CRM at Voi Technology. Together they discuss the findings of Spectrm's recent survey on the "State of B2C Customer Retention," including how the focus on retention has shifted, how to measure retention success, which channels are more effective than others, the challenge of managing customer expectations, the tech tools each marketer uses, and more.
Topics discussed:
The findings of Spectrm's recent "State of B2C Customer Retention" report.
How the focus on customer retention has shifted in recent years, and how that's playing out in strategies at three B2C brands.
How different brands are measuring their retention efforts and how using a global control group helps show the impact on other segments.
Why onboarding is the "unsung hero" of CRM, and how different brands are ensuring they're getting messaging and tone right so they can build that customer relationship.
What channels are seeing success, what channels are in decline, and why it's necessary to adopt a multi-channel strategy.
The challenge of managing customer expectations, and how messaging plays a role in helping customers better understand how to interact with the brand.
What tech tools CRM marketers are using to facilitate retention and how these tech tools can be used to create a unified view of the customer.
What the future of customer retention will look like, especially now that stricter data regulations will impact marketing efforts.
 

Alterra Mountain Co.’s Molly Holmes on How to Build Customer Relationships Through Exchanging Value

Ben speaks with Molly Holmes, Director, CRM Marketing at Alterra Mountain Company, a family of ski destinations and experiences. They discuss Molly's love of data and the importance of using data to drive creative campaigns, why customer relationships are built on an equal exchange of value, and the danger of drowning in too much data. They also discuss the challenges of privacy regulations, effective CRM channels, advice for new marketers, and how AI tools will free up marketers for more orchestration in the future.
Topics discussed:
How Molly started her career in economics and studio art, and how she's stayed at the intersection of art and science in her various marketing roles in the ski and hospitality industry, now the Director of CRM Marketing at Alterra Mountain Company.
Why Molly gets excited about data, how it can be used to create impactful campaigns, and why customers are much more comfortable giving their data today.
Why retention and lifecycle marketing is like building a relationship where there's equal value exchange on both sides, and how Alterra Mountain Company goes about providing that value to customers.
Why ways to track via a third party are becoming less reliable and effective, and why many companies are turning to zero- and first-party data instead.
The challenges of data at scale that can easily overwhelm you, and how to create smart, simple campaigns instead.
What channels Molly sees as most effective or that have great potential, including email, apps, SMS, and even direct mail.
Advice to marketers that includes keeping things simple and the importance of measurement.
What the future of consumer marketing will look like, and how AI-powered tools will allow marketers to orchestrate more.