Business To Human: Recent Episodes
Vericast
Business to Human is a podcast that curates conversations with marketing leaders sharing the breakthrough marketing strategies that actually connect with people. Each episode shines a light on tough challenges, inevitable failures and heroic victories. We explore the common threads between every unique marketing challenge and the characteristics of each individual situation. Everyone thinks they can do marketing, but Business to Human proves marketing that can really connect with its audience is a bonafide superpower. If you’re looking for a community of marketers unwilling to settle for “good enough,” you’ve come to the right place. Welcome to Business to Human!
Food industry marketers, are you beating the heat this year with your campaigns? In this episode, co-hosts Alexa Bennett and April Masters discuss strategies restaurant marketers can use to be more relatable to their customers. . We share tips for offering deals and leveraging restaurant apps, and discuss the challenges of dining out on the go. We also explore the significance of loyalty programs for restaurant businesses and stress the need for multi-faceted loyalty programs that provide rewards and value to repeat customers. You will also learn about our personal experiences with various restaurant loyalty programs.
We Discuss:
* The increased cost of hosting a meal
* Restaurant marketing strategies
* How restaurants can be helpful to their guests
* Restaurant loyalty programs
In this episode, we dive into the complexities of holiday shopping, including hosting and travel plans with special guests Chip West and Sara Thomsen, retail industry experts at RRD. We explore the importance of targeted promotions, convenient services, and irresistible deals. Our conversation also highlights how retailers and brands can capitalize on shoppers’ plans to drive traffic sales, the necessity of frequent, personalized messaging, and the appeal of exclusive products.Predictions for this holiday season are explored, including a potential shift toward later shopping and the possibility that shoppers will prioritize physical gifts over experiences.
Join us as we consider:
* Holiday shopping trends and timing
* The power of deals, offers, and discounts
* Consumer spending habits during the holidays
* Holiday travel and the opportunity for automotive services
The pandemic has shifted consumer priorities towards experiences over material possessions, leading to a resurgence of old marketing strategies like couponing and mailers. Consumers are willing to spend more on experiences, especially for their children, but increased costs may lead to a reevaluation of spending habits. Marketers are exploring creative ways to enhance consumer experiences, such as through cross-promotional offers and mobile integration, to capitalize on this trend. The concept of 'funflation' as a marketing strategy balances the need to grow and engage with target audiences while acknowledging economic constraints.
In this episode, we dive into:* Prioritizing experiences over material possessions * Consumer spending habits post-pandemic * Inflation's impact on spending habits and marketing strategies
By the end of 2024, Vericast will be working toward deploying a full suite of technologies designed to enhance the retail experience.
Today, we’re diving into how the overall consumer experience can be improved through collaboration and innovation. Host Matthew Tilley sits down with Matt Bertucci from Lenovo and Hans Fischmann of Vericast — two powerhouses in in-store retail media solutions. Their combined expertise will help shape the future of shopping as we know it. They shed light on the contributions each company is making and their extraordinary collaboration.
Join us as we discuss:
* What a retail media network is
* How this improves the customer experience
* How we use AI to enhance retail involvement and gather data
* The importance of the partnership between Vericast and Lenovo
Consumer behavior has grown increasingly complex, often displaying contradictory preferences within consumer segments — or even from the same consumer! Guest Host Matthew Tilley shares insights from his recent ANA Brand Masters presentation, exploring the nuanced demands for both personalized experiences and mindfulness of privacy. This episode discusses the dichotomy of consumer desires and how marketers can effectively respond.
Join us as we discuss:
* The shifting landscape of consumer expectations in a world full of contradictions.
* Balancing personalization and privacy within digital marketing strategies.
* Unifying disparate consumer data to craft diverse and responsive marketing tactics.
Join hosts Alexa Bennett and April Masters as we reflect on popular episodes and ponder what’s missing from the marketer’s toolkit.
This episode uncovers recurring themes and challenges faced by marketers today and features insightfrom marketing experts in industries ranging from real estate to restaurants. Rest assured, their
perspective should prove valuable regardless of the space you’re in.
Tune in as we explore the critical elements needed to optimize marketing strategies and campaigns and uncover opportunities for brands.
In this thought-provoking discussion between Hans Fishman: Vice President Of Product Management at Vericast and Jesse Redniss: Chief Executive Officer & Co-Founder of Qonsent, we tackle the challenges faced by marketers in utilizing and managing data in modern marketing and data stack.
With consumers demanding greater control over their data and personalized experiences, brands are faced with the challenge of meeting these expectations while maintaining transparency and building trust. The future of personalized messaging is explored, highlighting the golden era that marketers can tap into.
It's a conversation that will leave you with a deeper understanding of the challenges and opportunities that arise in the pursuit of high-growth marketing in the modern age.
Join us as we discuss:
* The challenges and opportunities of managing zero, and first-party consumer data
* The future of consumer engagement given that most browser platforms will phase out the use of cookie targeting
* The solution- focused integration between Vericast and Qonsent
We sit down with Marc Mathies, Senior Vice President, Platform Evolution at Vericast who delves into the significance of first-party data, the impact of consumer privacy movements, and the launch of Vericast's platform to help clients manage their data effectively.
We look at insights from Vericast's research on pain points in marketing, addressing the overwhelm many marketers feel when dealing with large volumes of data. Marc advocates for finding trusted partners with expertise and heritage, rather than relying solely on tools, to solve complex problems in marketing.
Join us to discuss:* Future developments of Ad Tech * Vericasts "Platform Evolution * The role of trusted partners vs. singular tools
How can you optimize large amounts of data from multiple sources?
In today’s digital world, there is no shortage of data. With endless supplies of information, regardless of niche or vertical, the potential to leverage data to ultimately serve customers better is tremendously favorable for marketers everywhere. Transforming that data smorgasbord into top-tier marketing strategies sets the table for unbeatable brand triumph as shown by Justin Bartek, Vice President of Marketing at Dog Haus.
Join us as we discuss:
* Optimizing large amounts of data to better serve customers
* Social media in marketing: where it works
* Connecting marketing and operations for a seamless service experience
While the way we navigate physical shopping environments have largely been shaped by the real estate, the future promises a more personalized and potentially exciting experience. We sit down with Hans Fischmann (VP of Product Management for Vericast) as he describes what’s in store for the in-store experience and what is going to take to get us there.
We take a look the future of retail and consumer behavior by exploring:
* The future of the grocery store
* The emergence of “headless retail”
* The big picture of privacy regulation in the US
Today’s consumer has a short attention span, making it harder to stand out in an overcrowded market. One glowing example: cosmetics. Clear messaging and a return to simplicity are the tip of the spear catalyst that can push a brand to the top of the market. Kevin Shapiro, Senior Vice President, US Marketing for Consumer Beauty at Coty has experienced great success following the trends in the market and positioning brands to remain at the top.
Join us as we discuss: * Undefining beauty — the new consumer’s mindset * How to shine in an already vibrant market * Inclusivity and diversity as superpowers
Financial brands have the opportunity to think about themselves differently — we are in the business of people, after all.
Exploring the intersectionality of digital insights and brand strategy opens endless doors to human connectivity. And while many businesses are headed in the right direction, financial brands have much room for growth in balancing the connective science and art of business and human approaches.
Joining us from The Financial Brand Forum, is Lauren Tatro, SVP Brand & Marketing Ops at Broadview Federal Credit Union. As a proven and practiced expert in finance and marketing, Lauren shares her thoughts on the status and future of financial brands.
Join us as we discuss:* Humanizing brands at the intersections of digital insights and brand strategy * Exploring the art and science of balancing business and connectivity * Keeping a balanced financial scorecard amidst potential recession
From dramatic developments in MarTech and AdTech to shifts in digital channel algorithms and the pressure to include an omnichannel approach in your strategy… marketing can feel like a race that’s difficult to keep up with.
**This is even more true for those without in-house marketers or insider knowledge of best practices. In this episode, we’re joined by Taran Sodhi, CEO of Conceptual Minds. We talk about how you can gain traction (and customers) by utilizing a simple approach: crawl, walk, run.
With a niche focus on helping auto repair shops, Taran shares exactly what it takes to successfully coach a business through marketing pushes to gain a competitive advantage, regardless of size or industry.**
Join us as we discuss:
* The niche coaching role Conceptual Minds has found in the market
* Omni-channel marketing and whether it’s truly realistic
* How the crawl, walk, run approach can enable you to gain the upper hand in your market
The financial markets may be in flux, but that doesn’t mean your financial marketing has to be.
With a solid plan, your marketing can not just survive, but thrive — even in today’s chaotic times.
In this special episode, Lisa Nicholas, VP of Strategy, Financial Institutions, and Stephenie Williams, VP of Financial Services Marketing Product and Strategy, from Vericast join the show to share the best ways banks and credit unions can market themselves to customers and prospects today.
Join us as we discuss:* Why cost restriction is the number one issue clients face when marketing their business * How to educate consumers about what’s happening in the banking industry * Proactively reaching out to customers and working with them to reduce the friction
The 2023 landscape for marketers is a complicated one. However, the concerns seem to be fairly unified: losing current customers and struggles to define and reach audiences. The response on how to work in this new landscape is largely data-driven.
**Our guest today is Dipanjan Chatterjee, the Vice President and Principal Analyst at Forrester. He provides incredible insights in this episode, and expands on his thoughts in a longer webinar conversation that can be found here on our website.
Join us as we also discuss:*** How consumers are responding to the 2023 shifts * Marketers top strategies to navigate current challanges * The implications of data usage and how data affects decisions
Everybody says they want to be data-driven. But with so much data at your disposal these days, if you aren’t driven by the right data for your business goals, it can just as easily lead you down the wrong road.
Today, I’m speaking with Leigh Anne Bentley about “the data problem” and some of the other marketing challenges she’s had to tackle as Chief Marketing Officer at Leaders Credit Union. She shares the insights she gained overcoming these challenges and tips on how marketers in any industry can overcome theirs, too.
Join us as we discuss:
* The similarities and differences between marketing at a bank vs. a credit union
* How Leaders Credit Union are improving the member experience
* The data problem and what is missing from the modern marketing toolkit
It is more challenging now than ever for marketers to sell their goods and services. Marketers have to learn to be resourceful and savvy to keep up with the new trends. Our guest today has been recognized by the Wall Street Journal, Forbes, and the United Nations as one of the most influential marketers in the world and shares his insights on how to win in today's marketing world.
Neil Patel is the Co-Founder at Neil Patel Digital, a marketing agency focusing on creating innovative, adaptive, and data-driven digital marketing plans. In this episode, Neil talks about what the future of marketing will look like for marketers and consumers.
Join us as we discuss:* What does the future look like for consumer marketers * Shifts in consumer expectations * What changes can marketers expect in terms of messaging to consumers * What should a marketer think about or do differently tomorrow than they've been doing in the past * What is missing from the modern marketing toolkit
Oftentimes we forget the human aspect of marketing by looking at our customers as data points. Our guest today reminds us that the best marketers should be the voice of the customer and shares insights from her own experiences on how to become that voice.
Radhika Duggal is the Chief Marketing Officer at Super, a technology company at the intersection of fintech and commerce that empowers users to spend less, save more, and build credit. Radhika has over two decades of experience in brand and growth marketing work across many industries. In this episode, she shares her thoughts on the importance of understanding your audience to drive success.
Join us as we discuss:* The significant marketing challenges that Radhika and her team face at Super * How to overcome the lack of understanding of the customer * How to apply what you know about your target audience in practical ways * What does success look like for Super after the launch of a new product and a company rebrand * What Rhadkia thinks is missing from the marketing toolkit
Providing value and understanding your customers is one of the main objectives for any organization in the grocery store industry. But how can grocers continue to do this while facing a pandemic, inflation, and customer loyalty issues? Our guest today has over 25 years of experience in the grocery store industry and explains how he and his team are combating these challenges.
Ronald Bonacci is the Vice President of Marketing, Advertising and PR at Weis Markets, a large regional grocery chain headquartered in Sunbury, PA with more than 200 stores located in 7 states across the country. In this episode, Ronald highlights the difficulties of supply chain and marketing during the pandemic, the importance of personalization in the grocery store, and offers advice to marketers in and outside of the grocery store industry. Join us as we discuss:* How Weis handled the fallout from the pandemic from a marketing and supply chain perspective
* What are Weis and other grocers are doing to combat inflation
* Distinguishing the difference between loyalty as a consumer concept and a loyalty program
* Ronald’s advice to other marketers who are competing for sales in the tight economic circumstances we’re all facing right now
* What's missing from the marketing toolkit for the modern marketer today
Prioritizing and building a brand is at the heart of fueling the overall growth of an organization. But how do you build a brand when you are still building a customer base? Our guest today has insight into how and when to prioritize brand building when you still have to build the business
Sarah Berg is the Vice President of Marketing at Matic, a company changing the landscape of the insurtech industry by integrating insurance within the home and auto ownership experience. In this episode, Sarah shares her thoughts on building a brand at a growth stage.
Join us as we discuss:* What is Matic, and what do they do * The marketing challenges that Sarah and her team face * How to create a brand foundation that aligns with a long-term corporate strategy * The different stages of brand development * How Matic has approached brand development
In November of 2022, the Vericast Team joined the Financial Brand Forum, the world’s most elite conference on marketing, CX, data analytics, and digital transformation in banking.
During those three days, the host of the Business to Human podcast and Executive Director of Content Marketing at Vericast, Matthew Tilley, captured conversations with some of the best senior-level marketing executives in the financial industry.
Join us as we discuss:
- What are the biggest challenges financial marketers are facing
- The common trends that the Vericast team saw while at the Financial Brand Forum
- How financial marketers can use data to their advantage
Marketing campaigns for the healthcare industry require a careful balance between patient and community engagement and the growing needs of a complex healthcare organization.
In this episode, Leslie DiStefano, Director of Communication and Public Relations at Samaritan, shares how she does it – from implementing marketing campaigns to interpreting user data and understanding the priorities of senior management.
Join us as we discuss:
- Working within your organization’s capacity to support a successful marketing program
- Creating and maintaining brand awareness for a large medical center
- Preventing bottlenecking in content creation
Most companies have a lot of great information about their customers. The problem is they just don't know how to best use that data to create better customer experiences.
Jen D’Amico is the CMO at CommonWealth Central Credit Union. With over 15 years of experience in the credit union industry, Jen and her team use customer data to drive results in all areas of the organization. In this episode, Jen talks about the journey that her team has been on to make better use of the insight they have about their members.
Join us as we discuss:
- How to balance going after new members while still keeping current members engaged
- The role that data plays in calibrating the customer experience
- The next steps in the evolution of using data more effectively to engage members
- Advice for marketers who are starting the journey toward making better use of their customer data
The ability to map the entire customer journey is valuable in today’s marketing world. Having a Customer Data Platform gives marketers the insight they need to create a personalized experience for every customer.
David Raab is the Founder of the CDP Institute, where his mission is to educate companies on how to use their customer data. David has spent most of his career as a marketing technology consultant, and six years ago decided to create the CDP Institute. In this episode, David talks about what a Customer Data Platform is and why it matters.
Join us as we discuss:
- What is a Customer Data Platform (CDP)
- Some of the use cases for a Customer Data Platform and how marketers can take advantage of a CDP
- Where the concept of unified platforms for consumer optimization came from, and where does the industry as a whole stand today
- Where should marketers who want to implement a CDP start
- What should marketers watch out for as they implement CDPs into their marketing stack
Not all credit unions can be the largest player in the market or have an unlimited budget—but credit unions that can fine-tune their message to specific target markets can produce great results regardless of their size.
DeLynn Byars is the Senior Vice President of Marketing at First South Financial Credit Union, a member-owned, federally insured financial institution serving over 60,000 members worldwide. DeLynn has over 25 years of experience working in the industry and in this episode, talks with us about marketing challenges that she faces at First South.
Join us as we discuss:
- The opportunity indirect loan customers represent to credit unions
- The obstacles to convert these indirect customers to fully engaged members
- What is missing from the marketing toolkit ecosystem
- DeLynn’s advice for credit union marketers
For more information on becoming a member of the Marketing Association of Credit Unions: https://www.macnetwork.org
For more information on Mid South Therapy Dogs: https://www.midsouththerapydogs.org