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Business To Human

Author: Vericast

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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!
27 Episodes
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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 customersSocial media in marketing: where it worksConnecting 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 coming for the store experience and what is going to be required to get us there.We take a look at connection between retail media networks and modern stores by exploring:The Future of the grocery storeThe emergence of “headless retail”The big picture of privacy regulation in the US
Gone are the days of simply contacting a leasing office and hoping that your dream building has availability. The age of digital has completely transformed the way we shop for everything — including the places we live. Kathy Neumann, CMO of Rent.com speaks with host Matthew Tilley about what it means to attract and retain customers in the modern housing industry. Join us as we discuss:The evolution of consumer expectations across industriesMeeting the demands of real-time communicationConnecting disparate data and diversifying marketing strategies
If knowledge is power, then data is the ultimate tool when it comes to maximizing a marketing strategy. Host Matthew Tilley sits down with a team of trusted colleagues to discuss ways to use 1st party data to enhance and advance a marketing strategy. Join Us As We Discuss:Using data to expand a marketHow to use 1st party data to enhance customer loyalty and experienceThe importance of embracing a test-and-learn approach
In 2024, as the world only becomes more digitized, effective data management is the key to success in marketing. Phil Rist, EVP of Strategy at Prosper, chats with host Matthew Tilley to break down some new research into the challenges marketing executives face when it comes to maximizing use of data and analytics.Later, Alexa Bennett, content marketing manager at Vericast hops on with Matthew to discuss the company’s NXTDRIVE software, which could be the solution that marketers need to tackle this challenge. Join Us as We Discuss:Challenges in first-party data collectionWhy taking a human approach is desirable and effectiveHow NXTDRIVE could solve marketer challenges
In a difficult economic environment, marketing and advertising budgets are the first to see cuts. The finance and banking industry is no exception. In this economic roundtable, host Matthew Tilley speaks with industry experts (and fellow Vericast teammates) Lisa Nicholas, Chris Phelan, and Stephenie Williams to break down the challenges marketers in financial institutions face in uncertain economic conditions, and how to work through them. Join us as we discuss:Macroeconomic trends impacting financial institutionsMarketing strategies tailored to uncertain timesMaximizing data to drive innovative marketing campaigns
In the latest episode of Business to Human, host Matthew Tilley breaks down current trends across the CPG and grocery sector and how those trends impact both marketers and consumers. From the continued importance of health-conscious foods to personalized marketing, Matthew sheds light and insight through five observations and four recommendations of the latest Grocery and CPG Report. Join us as we discuss:How and why consumers continue to prioritize health and wellness for themselves and their petsThe delicate balance consumers face when balancing cost with convenienceWhy data-driven marketing and personalization continues to be key to attracting and retaining consumers
What is your why? When customers can tell that your “why” is more closely tied to your balance sheet than their experiences, they will find another financial institution. A relentless focus on customer experience will lead to differentiation that your customers will connect with, making a better customer experience. Alyssa Armor, Director of Digital Marketing at United Community Bank, ensures the digital experience matches the in-branch experience — a key for the modern market. Join us as we discuss: Focusing on customer experience in financial servicesBuilding culture around the motiveDigital experiences mirroring in-branch experiences
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 dataThe future of consumer engagement given that most browser platforms will phase out the use of cookie targetingThe 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 TechVericasts "Platform EvolutionThe 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 customersSocial media in marketing: where it worksConnecting 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 storeThe 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 mindsetHow to shine in an already vibrant marketInclusivity 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 strategyExploring the art and science of balancing business and connectivityKeeping 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 marketOmni-channel marketing and whether it’s truly realisticHow 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 businessHow to educate consumers about what’s happening in the banking industryProactively 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 shiftsMarketers top strategies to navigate current challangesThe 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 unionHow Leaders Credit Union are improving the member experienceThe 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 pastWhat 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 customerHow to apply what you know about your target audience in practical waysWhat does success look like for Super after the launch of a new product and a company rebrandWhat Rhadkia thinks is missing from the marketing toolkit
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