This episode features an interview with Des Cahill, Chief Marketing Officer at Tipalti. Des has served as CMO at multiple startups, such as Ensighten, Samepage and BridgeSpan, while also having successful experiences at companies like Apple and HP. Most recently, he drove global product marketing strategy for Oracle's Advertising & Customer Experience as Group Vice President.

In this episode, Kailey and Des discuss the importance of foundational experiences and adapting to different company environments, crafting a solid messaging framework, and the evolving role of content marketing in the age of generative AI.

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Key Takeaways:

• A well-defined messaging framework is foundational, informing content across various channels such as websites, marketing collateral, sales pitches, and internal communications.
• Organizations can effectively tailor their communications and improve customer engagement through a phased approach to personalized marketing. Starting with a strong foundational messaging framework and then expanding it to specific personas and behaviors.
• Training AI tools like Grammarly to maintain brand tone and partnering with specialized AI vendors to leverage data in impactful ways can improve efficiency and ensure company communications remain aligned with brand messaging.

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“A lot of people think customer experience is about delighting the customer and I disagree. I think most of us, in our day-to-day lives, what we're trying to achieve is we're trying to get the information we want and we're trying to move on to the next thing. If you're marketing correctly, you've captured that signal, you've given them a message and you can always follow up with a nurture.” – Des Cahill

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Episode Timestamps:

‍*(02:35) - Des’s career journey

*(06:21) - Trends impacting customer experience

*(12:02) - Personalization strategies

*(22:24) - How Tipalti is building practical AI strategies

‍*(35:04) - Des’s recommendations for upleveling customer experience strategies

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Links:

Connect with Des on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Jim Jackson, Executive Vice President & Chief Marketing Officer for Hewlett Packard Enterprise. He oversees all aspects of marketing for HPE with an emphasis on accelerating the digital transformation of the company to be the Edge-to-Cloud Platform-as-a-Service company. Jim has more than 25 years of IT industry experience and is passionate about the use of technology to inform a customer-centric, data-driven, and digital-first marketing approach across all areas of the business.

In this episode, Kailey sits down with Jim (who subsequently announced his intention to retire from HPE at the end of October 2024) to discuss the importance of a customer-first approach, principles for responsible AI adoption, and implementing the right infrastructure for a seamless customer experience.

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Key Takeaways:

• Improving productivity and enhancing customer interactions requires extensive customer data and AI to create predictive models for targeted marketing.
• HPE follows core principles for ethical AI, focusing on privacy, human rights, inclusivity, responsibility, and robustness to guide their AI initiatives.
• Marketers can enhance customer experience through personalized, seamless interactions and leveraging real-time data for efficient communication across all touchpoints.

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“It's like going to the doctor's office and you fill out the forms and it's like, ‘Come on. It's a digital world, I should be able to give you all of this one time.’ At the end of the day, our enterprise customers want a lot of the consumer experience that they get in their daily lives. They want it more automated. They don't want to have to integrate multiple different ecosystem partners. They expect that the experience from HP will be as simple as their everyday lives.” – Jim Jackson

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Episode Timestamps:

‍*(02:40) - Jim’s career journey

*(05:49) - Trends impacting customer experience

*(09:12) - HPE’s AI principles

*(24:17) - Challenges on the customer engagement journey

*(34:41) - Who Jim thinks is doing it right in terms of customer engagement

‍*(39:25) - Jim’s recommendations for upleveling customer experience strategies

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Links:

Connect with Jim on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dan Levi, Executive Vice President and Chief Marketing Officer of Clear Channel Outdoor. He leads the organization’s marketing strategy and connects brands and consumers through innovative advertising insights and solutions. Prior to joining Clear Channel Outdoor, Dan held positions at Captivate, Zoom Media, Monster Worldwide, and MTV. He has a proven track record of driving significant revenue growth, developing brands, and creating opportunities for B2B and B2C organizations.

In this episode, Kailey and Dan discuss understanding consumer journeys, the role of out-of-home advertising in driving conversions, and the need for adaptability to optimize brand performance.

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Key Takeaways:

• Balancing technological advancements like AI with the inherently human aspect of marketing, ensures that relationships and trust with customers remain central to marketing strategies.
• With consumers now relying on digital tools for navigability, advertisers should consider journeys and audience behaviors rather than just proximity to locations.
• When out-of-home advertising is combined with other channels, marketers are able to drive performance, brand awareness, and direct conversions.

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“Advertising, especially one that is such a local business, people, relationships, they're really important. I think there is a very big risk in trying to move too fast to embrace automation in a way that undermines the strength that we have. Which is we have people on the ground, in our local markets, working with our customers.” – Dan Levi

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Episode Timetamps:

‍*(02:49) - Dan’s career journey

*(05:38) - Trends impacting customer experience

*(21:05) - The role of AI in Clear Channel’s strategy

*(30:21) - Challenges on the customer engagement journey

*(35:33) - How Dan defines “good data”

‍*(42:14) - Dan’s recommendations for upleveling customer experience strategies

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Links:

Connect with Dan on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Mark Boothe, Chief Marketing Officer at Domo. Previously, Mark spent more than a decade working in Customer Relations and Marketing at Adobe, and worked at Instructure as the Senior Director of Customer Marketing. At Domo, he is responsible for driving business growth through marketing initiatives.

In this episode, Kailey sits down with Mark to discuss how community can improve LTV and your bottom line, the role of AI in ensuring customer data security and privacy, and the importance of listening to customer feedback.

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Key Takeaways:

• Investing in customer-centric initiatives like community engagement and customer success programs is pivotal to reducing churn.
• AI can provide quick insights to business users without requiring deep technical expertise, but it’s important to use data responsibly and securely to drive business decisions.
• Building a strong community is a critical element of the customer experience strategy.

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“At the end of the day, it all comes back to are your customers successful and are they getting value out of your product? I think that too often, not only marketers, but companies in general can get shortsighted by the sale. You get them to a deal and then you're good. No, that's when the real work actually happens.” – Mark Boothe

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Episode Timestamps:

‍*(02:32) - Mark’s career journey

*(07:36) - The importance of community in customer retention

*(16:22) - Leveraging AI and data for business insights

*(21:24) - Challenges in creating great customer experiences

*(29:46) - How Mark defines “good data”

‍*(35:10) - Mark’s recommendations for upleveling customer experience strategies

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Links:

Connect with Mark on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Tom Studdert, Senior Vice President of Customer Experience at Payscale. Tom has extensive experience in customer experience, education, and leadership development. Prior to Payscale, he held leadership roles at ZoomInfo and DiscoverOrg, overseeing customer onboarding, education, support, and employee training. Tom also worked in higher education at Texas Christian University and University of Southern California, focusing on student development and orientation programs.

In this episode, Kailey and Tom discuss parallels between education and customer experience, mapping the customer journey and maturity curve, and strategies for measuring adoption.

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Key Takeaways:

• Mapping the customer journey can reveal gaps and opportunities for enhancing the customer experience, leading to better retention and satisfaction.
• AI and other technologies can provide tailored experiences and support, thereby meeting customers' demands for immediate and personalized help.
• Making informed decisions requires various data sets to drive customer experience strategies and effective outcomes for customers.

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“That individual experience of that customer are how I think we're going to meet the needs of each customer. As opposed to just saying, ‘We offer a best-in-class customer experience.’ We do, but we offer a best-in-class customer experience for this customer, which is different from this customer, which is different from this customer.” – Tom Studdert

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Episode Timestamps:

‍*(02:18) - Tom’s career journey

*(04:21) - Trends impacting customer experience

*(13:29) - Mapping the customer journey and maturity curve

*(19:59) - How Tom defines “good data”

*(27:00) - Strategies for measuring adoption

‍*(39:50) - Tom’s recommendations for upleveling customer experience strategies

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Links:

Connect with Tom on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Gino Palozzi, Chief Marketing Officer at DailyPay. Gino is a B2B marketing executive with experience in developing go-to-market strategies and leading transformation across organizations – both large and small. Prior to DailyPay, he led marketing for software and services divisions at Dun & Bradstreet, g2o, Cisco, and IBM.

In this episode, Kailey sits down with Gino to discuss process over technology, who should be setting AI guidelines, and why B2B is becoming more like B2C.

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Key Takeaways:

• Effective marketing starts with detailed customer insights and a clear mapping of their decision-making processes.
• Successful data and tech implementation must be preceded by well-defined processes. Without the foundational process, technology alone cannot resolve data integrity issues.
• If you over-govern new technologies, you’re stifling innovation. Instead, gather insights from practical uses of data to understand customer needs and tailor services better.

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“Certain groups and people came in and said, ‘Oh yeah, all this [AI] is normal to me. This is how I grew up in front of a screen or with the internet.’ Why have folks that aren't as comfortable setting these governances in place that are going to restrict the possibilities? It's more of the governance and the processes of what to do and not to do.” – Gino Palozzi

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Episode Timestamps:

‍*(02:23) - Gino’s career journey

*(08:50) - Trends impacting customer experience

*(20:48) - How marketers can avoid overbuilding AI processes

*(25:17) - How Gino defines “good data”

‍*(34:53) - Gino’s recommendations for upleveling customer experience strategies

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Links:

Connect with Gino on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Guneet Singh, Vice President of Customer Experience and Care at AppFolio. Prior to AppFolio, Guneet built customer experience, research operations, and business transformation functions to enable scale and meet the hyper-growth needs of companies like DocuSign, GE, and ADP. Today, he leads AppFolio’s CX strategy, building and driving sustainable experiences for consumers and businesses by accelerating value realization.

In this episode, Kailey and Guneet discuss the role of customer experience in an organization, implementing effective feedback loops, and balancing AI and human interaction.

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Key Takeaways:

• We can use AI to provide instant resolutions to customers. In turn, freeing up agents to have meaningful and empathetic interactions with customers.
• However, AI isn't a magic tool. You have to understand which tasks are low risk enough to automate and grow from there.
• AI also allows customers to get support through LLMs while your agents create emotional connections with customers.

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“Same agent who was going to provide that instant resolution to the customer now is free or is available to now drive more empathy on the high complex or high painful experience. There are tasks which are highly emotional because we don't give our agents enough time to show empathy or to engage in a very emotional way with the customer. You're creating the time for them.” – Guneet Singh

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Episode Timetamps:

‍*(02:51) - Guneet’s career journey

*(07:14) - Trends impacting customer experience

*(18:33) - The role of customer experience in an organization

*(24:12) - Balancing AI and human interaction

*(41:17) - How Guneet defines “good data”

‍*(46:24) - Guneet’s recommendations for upleveling customer experience strategies

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Links:

Connect with Guneet on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Llibert Argerich, Chief Marketing Officer at Thumbtack where he leads the company’s marketing, brand, and communication teams. Llibert has nearly 20 years of experience at high-growth marketplace businesses, holding leadership roles at Udemy, eBay, and Expedia Group.

In this episode, Kailey sits down with Llibert to discuss the challenges of building a frictionless customer journey, the need for human interventions in AI, and how cross-functional teams help drive the holistic customer experience.

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Key Takeaways:

• While AI can’t replace all interactions, it can improve efficiency and productivity by delegating tasks to conversational AI that can accelerate solutions to customer problems.
• Marketing cannot be separate from product experience and customer value. Enhanced product market fit goes hand-in-hand with higher return on investment
• Chief Marketing Officers should also think of themselves as Chief Customer Officers. They are accountable for all marketing levers and demand that drives customer experience.

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“Thanks to the computational power, to AI, to the technology advancements, we can go down to one-on-one. Using everything we know about them, all the data they volunteer, all the data that we capture through their interactions with our products, and personalizing their experience for them to exactly what they need and where they are in their journey.” – Llibert Argerich

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Episode Timestamps:

‍*(02:19) - Llibert’s career journey

*(05:00) - Trends impacting customer experience

*(07:41) - How Thumbtack is leveraging AI

*(17:44) - The biggest challenge in building a frictionless customer experience

*(24:27) - How Llibert defines “good data”

*(38:53) - Who’s doing it right in terms of customer experience

‍*(44:20) - Llibert’s recommendations for upleveling customer experience strategies

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Links:

Connect with Llibert on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com