Room For Growth – Détails, épisodes et analyse

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 Resources

TOPICS DISCUSSED

• Using AI and data science models to better understand customer preferences in eCommerce platforms
• Overcoming 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 platforms

KEEP THE GROWTH GOING

• Learn about WillowTree's Data & AI Consulting services 
• Explore how WillowTree can enhance your brand’s customer loyalty program
• Connect with Pauline Reader on LinkedIn
• Follow Billie Loewen on LinkedIn

In this episode of Room for Growth, Billie is joined by two WillowTree colleagues, Kate Gallaher (Partner & VP, Head of Financial Services) and Caitlin Watson (Partner, Marketing Services), as they delve into global loyalty in financial services. Focusing on credit card payment processors and retail banks, they explore the complexities of building brand loyalty in a regulated market, discuss the impact of digitization on customer behavior, and share insights into the most effective loyalty programs in today's digital age, competing with digitally-native FinTech upstarts.

Billie, Kate, and Caitlin also unpack our recent research study, authored by WillowTree Senior Product Researcher Rachel Vanderbilt, PhD. The study explores the nuances in credit card loyalty programs across five global markets — North America, South America, Europe, Middle East–Africa, and Asia–Pacific — and underscores the dangers of adopting a US-first mindset on the global stage. 

ADDITIONAL RESOURCES

TOPICS DISCUSSED

• How digitization leads to increased product diversity and brand disloyalty.
• How data integrity and personalization create relevant offers and user-centric experiences.
• How brands can build loyalty in a B2B2C model while keeping CX at the forefront.
• Why considering a global perspective is essential in designing loyalty programs for diverse regional customer bases.

KEEP THE GROWTH GOING

• Preview WillowTree’s forthcoming research study, Global Credit Card Rewards Programs: How Consumer Loyalty Preferences Differ by Region
• Explore WillowTree's Loyalty Strategy & Consulting practice
• Explore WillowTree’s Financial Services expertise
• Connect with Kate Gallaher on LinkedIn
• Connect with Caitlin Watson on LinkedIn
• Follow Billie Loewen 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

As we bid farewell to our second season of Room For Growth, we can't help but feel overwhelmed with gratitude for our incredible listeners and supporters. 

Throughout Season Two, we had the privilege of hosting memorable guests, including Rand Fishkin (SEO and content marketing "legend"), Courtney Bradley from Delta, Simon Cassels from GoodRx, Michael Collins from Pearson, and our WillowTree President Tobias Dengel. Thank you, to all of our incredible guests for sharing your valuable insights and enriching our discussions. Your contributions have made Season Two unforgettable.

Although Season Two may be ending, fear not! Season Three is just around the corner, ready to bring fresh, thought-provoking content. June 14th, we'll kick off Season Three with new guests, exciting discussions, and plenty of room for growth.

Thank you for listening, and get ready for an unforgettable Season Three of Room For Growth!

The COVID pandemic upended education as we know it. School closings affected 1.5 billion students globally, demand for virtual learning surged, and new concerns emerged around teacher shortages. Even as this week marks the “official” end of the COVID-19 global health emergency, no signs indicate that the education sector will return to its pre-pandemic sense of “normalcy.” 

For Michael Collins, Senior Vice President of Marketing and Enrollment Services at online learning services firm Pearson, it’s an industry rife with new opportunities for digital innovation. Gen Z poses new, exciting EdTech marketing challenges as the digital-native generation gains spending power. And, as generative AI technologies proliferate, companies will need to pair newfound efficiencies with human-centric strategies to foster meaningful, long-term consumer relationships.

Hot topics discussed:

• The emerging impact of generative AI in the education and online course development space 
• How rich, consumer-focused content drives organic lead acquisition
• Getting consumers to “bond” with your brand, ultimately leading to higher LTV

Keep the growth going:

• Connect with Michael Collins, Pearson's Senior Vice President of Marketing and Enrollment Services 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

Some tech leaders are voicing their concerns as generative AI continues advancing at its breathtaking pace. In March, over 1000 tech leaders signed an open letter calling to halt AI development. Just recently, the “Godfather of AI” Geoffrey Hinton quit his role at Google, joining a growing body of technologists warning companies of the danger of AI. After all, isn’t fear of the unknown what makes us uniquely human?

SafeGuard Cyber Senior Director George Kamide is similarly interested in what differentiates distinctly human experiences from artificial ones. George believes safety and trust are critical elements in human-centric growth marketing and product development strategies. As we enter an increasingly “synthetic” or digitally-mediated reality, George encourages marketers and brands to stand out by employing what makes us human: creativity. 

Hot topics discussed:

• Generative AI use cases that quickly boost consumer empathy and brand loyalty without sacrificing connection and innovation 
• Common pitfalls in B2B marketing, such as prioritizing quantity over quality
• The increasing importance of multidimensional diversity in the workplace

Keep the growth going:

• Tune into George and co-host George Al-Koura’s cybersecurity podcast, Bare Knuckles and Brass Tax
• Connect with George Kamide, SafeGuard Cyber Senior Director 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

What does an exceptional in-store shopping experience look like? What about a frictionless visit to your doctor’s office? Or your bank? One BCG study estimates that retail, health care, and financial services brands creating highly personalized moments for their consumers will drive 6–10% revenue growth or an $800 billion income shift for the 15% of companies nailing this growth marketing fundamentals. Moreover, brands integrating advanced digital technologies with proprietary data will realize that profit is two to three times faster than brands that don’t. 

Today, we’re exploring this big business showdown as Billie and Billy highlight top performers making quick wins in the race to profitable personalization. Spoiler alert? It might not be the digital-native brands you’ve come to expect.

Hot topics discussed:

• The low-hanging fruit where companies can most easily create customized experiences to drive quick rewards
• Blending in-store and digital experiences to boost delight and unlock new personalization opportunities
• Why experimentation is an essential tool for identifying successful (or unsuccessful) personalization tactics 

Keep the growth going: 

• 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

According to a recent McKinsey report, 81% of companies don’t have an integrated MarTech stack to deliver personalized cross-channel experiences, and 76% don’t operate sprints or follow a formal Agile process. The same study cites 67% of CMOs as overwhelmed by the quantity of marketing data available. 

The technical expectations for today’s marketing teams continue to rise — questions and concerns around generative AI, data science, cross-functional communication, budget cuts, and more. And on top of that, how can teams produce creative content that truly stands out from the competition? It’s a topic Billy and Billie feel empathetic toward as they look toward Q2 and beyond, discussing how the digital transformation “floodgates are opening.”

Hot topics discussed:

• Our spicy take on table-stakes technical and creative skills for today’s marketer
• The benefits of reducing silos among marketing, product, insights, and engineering teams
• Why thoughtful digital strategy is essential to surpassing consumer expectations, especially in the post-COVID era 

Keep the growth going: 

• 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’ve all had delightful digital experiences. They’re the surprising, novel moments we didn’t know we wanted but suddenly can’t live without. According to a recent Forrester report, delight drives business revenue: a one-point improvement in a company’s customer experience score can lead to an additional $175 million in revenue over three years, higher customer retention rates, and lower customer acquisition costs. 

WillowTree Partner and VP of Commercial Strategy Nate Wootten helps the world’s most beloved brands build and incorporate delightful digital product features into their growth strategies. Recognized as a “40 under 40 Top Mobile Innovator,” Nate leads our award-winning strategy and design thinking practice and has spoken on digital innovation worldwide — from Apple’s Cupertino campus to client conferences in Hong Kong. 

Nate joins Billie to discuss how companies can architect moments of delight that drive customer adoption, loyalty, and revenue. We explore frameworks our teams use to help clients categorize and compare delightful product features to other feature categories, such as must-haves, performatives, and thresholds. Join us as we lay out the roadmap to delight across product practices like research, strategy, design, and growth. 

Hot topics discussed:

• Using the Kano Model to measure consumer value and identify our clients’ delightful, premium price-point product features
• Helping our clients identify actionable next steps in their journey map through the tech-agnostic Jobs-To-Be-Done framework
• UX thought leader Don Norman’s “three-legged stool” is another model to visualize delight — built on what’s visceral, behavioral, and reflective 

Keep the growth going: 

• Explore additional frameworks and strategies at The UXR’s Annotations and Nate Wootten’s website
• Connect with Nate Wootten, Partner and VP of Commercial Strategy, on LinkedIn
• Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
• Follow WillowTree on LinkedIn