Balancing Data and Creativity: Insights with Jess Bachman

10/10/24 • 43 min

In this engaging conversation, Jess Bach shares his journey from graphic design to becoming a prominent figure in marketing, emphasizing the importance of blending creativity with data analytics. The discussion covers innovative marketing campaigns, particularly the Grillo's NFTs, and the challenges of scaling marketing efforts. They delve into the implications of AI in marketing, the Gartner hype cycle, and the future of creativity in a world increasingly influenced by technology. As they prepare for the upcoming Black Friday and Cyber Monday, Jess highlights the significance of caring in achieving excellence in marketing.

Takeaways

Jess Bach transitioned from graphic design to marketing through a unique journey.
The importance of blending creativity with data analytics in marketing.
Innovative campaigns like Grillo's NFTs showcase the potential of new technologies.
Scaling marketing efforts presents unique challenges that require strategic thinking.
AI in marketing raises the floor for many but does not necessarily elevate creativity.
The Gartner hype cycle is relevant in understanding the evolution of AI and its applications.
Caring about the work and clients is essential for achieving excellence in marketing.
AI tools can enhance productivity but may also dilute the creative process.
Preparing for Black Friday requires leveraging past successful campaigns for social proof.
Excellence in marketing is defined by genuine care and effort, not just skill.

Sound Bites

"I had to leave and start my own thing."
"We created all these different characters related to the Pickles."
"It's not necessarily mo money more problems."

Chapters

00:00 Introduction and Background of Jess Bach

03:15 The Evolution of Marketing and Data

06:15 Innovative Campaigns: Grillo's NFTs

09:23 Managing Growth and Expectations in Marketing

12:13 The Gartner Hype Cycle and AI's Role

15:23 AI: Opportunities and Challenges in Marketing

18:29 The Future of AI and Its Impact on Creativity

21:23 Preparing for Black Friday and Cyber Monday

24:06 Defining Excellence in Marketing

27:05 Final Thoughts and Where to Find Jess

Takeaways

Jess Bach transitioned from graphic design to marketing through a unique journey.
The importance of blending creativity with data analytics in marketing.
Innovative campaigns like Grillo's NFTs showcase the potential of new technologies.
Scaling marketing efforts presents unique challenges that require strategic thinking.
AI in marketing raises the floor for many but does not necessarily elevate creativity.
The Gartner hype cycle is relevant in understanding the evolution of AI and its applications.
Caring about the work and clients is essential for achieving excellence in marketing.
AI tools can enhance productivity but may also dilute the creative process.
Preparing for Black Friday requires leveraging past successful campaigns for social proof.
Excellence in marketing is defined by genuine care and effort, not just skill.

Sound Bites

"I had to leave and start my own thing."
"We created all these different characters related to the Pickles."
"It's not necessarily mo money more problems."

Chapters

00:00 Introduction and Background of Jess Bach

03:15 The Evolution of Marketing and Data

06:15 Innovative Campaigns: Grillo's NFTs

09:23 Managing Growth and Expectations in Marketing

12:13 The Gartner Hype Cycle and AI's Role

15:23 AI: Opportunities and Challenges in Marketing

18:29 The Future of AI and Its Impact on Creativity

21:23 Preparing for Black Friday and Cyber Monday

24:06 Defining Excellence in Marketing

27:05 Final Thoughts and Where to Find Jess

Previous Episode

From Runway to Data: Phoenix Ha's Journey to AdBeacon

In this engaging conversation, Phoenix Ha shares her journey from modeling to becoming the CEO of AdBeacon, a platform designed to provide transparent attribution solutions for media buyers. She discusses the importance of focus, avoiding distractions, and the challenges faced in the SaaS industry. The conversation also delves into the role of AI in marketing, predictions for the upcoming BFCM season, and Phoenix's personal equation of excellence, emphasizing the significance of execution and follow-through.

Takeaways
- Phoenix Ha transitioned from modeling to media buying, driven by a need for transparency in attribution.
- AdBeacon was created to address the challenges media buyers face in proving their results.
- Focus and avoiding distractions are crucial for success in any industry.
- Phoenix emphasizes the importance of profitability over seeking funding in the SaaS space.
- AI is a powerful tool, but it requires careful implementation and understanding of data.
- The upcoming BFCM season is expected to be bigger than last year, despite rising costs.
- Psychology plays a significant role in consumer buying behavior during economic fluctuations.
- Phoenix advocates for executional excellence as a key to success in business.
- Building in silence can lead to significant growth and development.
- The conversation highlights the need for women in tech to leverage their unique perspectives.

Sound Bites
- "The only thing you owe to this world is to be a person."
- "Don't get distracted."
- "It's going to cost more to make more this year."

Chapters
00:00 Introduction to Phoenix Ha and AdBeacon
03:13 Phoenix's Journey: From Modeling to Media Buying
06:27 Building AdBeacon: The Need for Attribution Solutions
09:25 Personal Growth and Health: Balancing Work and Life
12:10 Overcoming Challenges: Advice for Aspiring Women in Tech
15:16 Focus and Productivity: Keys to Success
18:17 The Role of AI in Marketing and Attribution
21:19 BFCM Predictions: Market Trends and Consumer Behavior
24:20 The Equation of Excellence: Commitment and Execution
27:04 Closing Thoughts and Future Directions

Next Episode

Insense Insights: The Journey of Entrepreneurship with Danil Saliukov

In this conversation, Danil Saliukov shares his entrepreneurial journey, detailing the inception of Incense, a creator commerce marketplace. He discusses the challenges faced in building a marketplace, the importance of capital, and the strategies for successful influencer marketing. The conversation also touches on the future of live shopping and the significance of focus in achieving excellence in business.

Takeaways

Entrepreneurship often begins with a personal journey and passion. Building a marketplace requires understanding both supply and demand sides. Failures and challenges are crucial learning experiences for entrepreneurs. Capital is essential for scaling a marketplace effectively. Influencer marketing should be approached as a long-term strategy. The success of a brand on Incense depends on a well-defined creative strategy. Live shopping is still evolving in the Western market but shows potential. Focus is key to achieving excellence in any business venture. Understanding your ideal customer profile is vital for success. Diversifying marketing strategies can help brands navigate high CPMs during peak seasons.

Sound Bites

"I'm the man of opportunities."
"Focus is everything."

Chapters

00:00 The Journey into Entrepreneurship 03:17 Lessons from Early Ventures 06:03 Navigating Challenges in Business 09:21 The Complexity of Building a Marketplace 12:03 Funding Strategies: Bootstrapping vs. Raising Capital 15:09 Understanding Incense: A Creator Commerce Marketplace 18:07 Success Patterns and Pitfalls in Influencer Marketing 28:57 Understanding Product Economics in E-commerce 33:01 The Importance of Brand Performance vs. Aesthetics 33:12 Challenges in B2B SaaS and E-commerce 36:22 Innovations in Influencer Marketing and AI 42:00 Strategies for Black Friday and Cyber Monday 45:41 The Future of Live Shopping 51:52 The Equation of Excellence