Good Data, Better Marketing

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Data. It's the foundation for modern enterprises to make decisions and move strategies forward. But what exactly is good data? And how are the most successful companies in the world turning data into a competitive asset and creating digital-first customer experiences that stick? Good Data, Better Marketing is your view into the minds of influential marketers, digital innovators, and their tricks of the trade. Join us to hear from the top experts on the planet.

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Top 10 Good Data, Better Marketing Episodes

Goodpods has curated a list of the 10 best Good Data, Better Marketing episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to Good Data, Better Marketing for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite Good Data, Better Marketing episode by adding your comments to the episode page.

Simplifying the Digital Customer Experience with Jim Jackson, EVP & CMO at Hewlett Packard Enterprise

Good Data, Better Marketing

09/19/24 • 43 min

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

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Better Customer Engagement Starts with Better Messaging with Des Cahill, CMO at Tipalti

Good Data, Better Marketing

10/03/24 • 38 min

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

Building Brand Loyalty Through Frictionless Customer Support with Adele Hedden, Head of Customer Experience at Faire

Good Data, Better Marketing

08/25/22 • 34 min

This episode features an interview with Adele Hedden, Head of Customer Experience at Faire.

With nearly a decade of experience at publicly traded companies like Rent The Runway and Uber, Adele is focused on transforming customer journeys through brand loyalty and foundational metrics.

In this episode, Kailey and Adele discuss the service recovery paradox, upleveling your CX strategy, and how the employee and customer experience go hand-in-hand.

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Key Takeaways:

The best customer experience is not having to contact customer support at all. Having robust data allows you to identify opportunities to provide proactive support to customers in need.
The customer and employee journey go hand-in-hand. In order to deliver a frictionless customer experience, the same needs to be done for employees. Investing internally is also an investment in your customer experience.
Brand loyalty hits an all-time high when a company recovers and corrects issues quickly. This is called the service recovery paradox. Customers feel more positive about a company after an issue is resolved than before there was an issue at all.

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“I think that the best customer experience when you're engaging with a brand is generally one that is as frictionless as possible. I really subscribe to this belief that the best customer support you could possibly get is not needing customer support at all.” – Adele Hedden

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Episode Timestamps:

‍*(02:10) - Adele’s customer journey background

*(06:04) - Adele’s role at Faire

*(07:11) - Trends in wholesale customer experience

*(13:57) - Foundational data points Faire is using to create customer profiles

*(18:06) - Biggest challenge in building customer experience journeys

‍*(22:49) - An example of another company doing it right with customer experience (hint: it’s Trader Joe’s, Netflix, and Delta)

*(32:42) - Adele’s recommendations for upleveling your customer strategy

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Links:

Connect with Adele on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

Process-First = Customer-First with Gino Palozzi, CMO of DailyPay

Good Data, Better Marketing

07/25/24 • 38 min

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

The Age of AI-Driven Customer Delight with Guneet Singh, VP of Customer Experience & Care at AppFolio

Good Data, Better Marketing

07/11/24 • 48 min

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

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Sponsor

How AI Reduces Friction in Marketplaces with Llibert Argerich, CMO of Thumbtack

Good Data, Better Marketing

06/20/24 • 47 min

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

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Sponsor

Making the Most of Customer Data with a Flexible Enterprise with Glenn Vanderlinden, Co-founder of Human37

Good Data, Better Marketing

06/06/24 • 42 min

This episode features an interview with Glenn Vanderlinden, Co-founder and Lead Solution Architect at Human37. Glenn has over a decade of analytics experience and has held various roles at Semetis including Executive Director of Technical Operations and Services, and worked as a Business Analyst at Deloitte. Today, Glenn helps organizations drive business results by leveraging customer data.

In this episode, Kailey and Glenn discuss bridging departments to create a consistent customer experience, focusing on the boring parts of AI to drive results, and making the most of customer data with a flexible enterprise.

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Key Takeaways:

Creating a consistent and coherent customer journey requires communication between departments and the bridging of tech stacks.
Without a Chief Data Officer in place when implementing AI, garbage in, garbage outwill result at an unprecedented scale because everything is over automated.
Ensuring you have the right structure and processes in place for AI may seem boring, but it’s essential if you want the tech to work for your business.

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“If you want to start with personalization, if you want to start with data or upgrade, whatever you have, start with use cases. Verify what you need in order to bring them to life. Be specific about the requirements. Take into account privacy, consent, data minimization. But, the user story is so important because otherwise you might end up with data that has no use case.” – Glenn Vanderlinden

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Episode Timestamps:

‍*(03:10) - Glenn’s career journey

*(06:06) - Trends impacting marketing and customer engagement

*(11:51) - Glenn’s take on flexible enterprises

*(18:47) - AI use cases

*(25:58) - How Glenn defines “good data”

‍*(40:22) - Glenn’s recommendations for upleveling customer data strategies

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Links:

Connect with Glenn on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

How Good Data Drives Growth in the AI Era: Lessons from Asana CMO Shannon Duffy

Good Data, Better Marketing

05/23/24 • 33 min

This episode features an interview with Shannon Duffy, Chief Marketing Officer at Asana. Shannon leads global marketing efforts, including corporate, product, growth, revenue, and engagement. Prior to Asana, she held the role of Executive Vice President Cloud and Industry Marketing at Salesforce where she guided messaging, experiences, and go-to-market strategy for their flagship products. Shannon is a technology marketing veteran who has held leadership positions in the industry since 2003.

In this episode, Kailey sits down with Shannon to discuss how Asana is building the future of work with AI workflows that complement a deeply human customer experience. From AI to human hand-offs to prescriptive use cases that delight customers, we discover how Asana has harnessed the power of good data to fuel it all.

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Key Takeaways:

Making a B2B buying decision is complex. Having human and data touch points working together provides an excellent customer experience for B2B buyers.
For companies like Asana, AI can identify a signal, create a workflow for the right salesperson, and start the customer interaction much faster.
Creating a culture of data within teams helps ensure marketing tactics are performing and resonating well with customers.

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“It's really important to me that my teams have a culture of data. How is that woven into the fabric of our marketing work? It's not just enough to do, you have to make sure it is performing and you have to make sure it is resonating with your customers. It's not just like, ‘Did this do well or did it not?’ If it's not doing well, it's not resonating with their customers.” – Shannon Duffy

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Episode Timestamps:

‍*(02:56) - Shannon’s career journey

*(05:36) - Trends impacting marketing and customer engagement

*(11:55) - How Asana is testing AI and the customer journey

*(17:01) - How Shannon defines “good data”

*(27:05) - Changes in customer engagement in the next 6 to 12 months

‍*(32:35) - Shannon’s recommendations for upleveling customer experience strategies

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Links:

Connect with Shannon on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

The Art of Simplicity: AI, Brand Perception, and CX with Gabrielle Boko, CMO of NetApp

Good Data, Better Marketing

05/09/24 • 44 min

This episode features an interview with Gabrielle Boko, Chief Marketing Officer at NetApp. Gabrielle has over 22 years of experience in technology marketing, connecting customer success to innovative experiences in software applications and cloud services, digital strategy and marketing, customer storytelling and experience, AI and Big Data and funnel management. Prior to NetApp, she led organizational transformations and built high impact teams for companies like HPE, Sage, SAP and Cognos.

In this episode, Kailey and Gabrielle discuss AI as a competitive differentiator, NetApp’s brand refresh and the sustainability of AI.

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Key Takeaways:

Championing data security and bias reduction in AI helps us be more responsible with tech and become better humans.
When customers are at the center, we can advance things like sustainability and ethics without sacrificing other areas where we need to be successful.
Customers don’t like brands to make quick assumptions about them. They want effortless interactions they can see value in.

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“Customers are looking for simplicity. They're looking for simplicity and engagement. I think digital has already elevated that. Adding AI on top of digital allows us to take simplicity to a new level. Which is reduction of costs or how to think about content in a really personal way.” – Gabrielle Boko

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Episode Timestamps:

‍*(02:38) - Gabrielle’s career journey

*(09:54) - AI’s impact on sustainability

*(16:15) - The biggest challenge of building a best in class customer experience

*(19:38) - How Gabrielle defines “good data”

*(22:02) - Gabrielle dives into NetApp’s rebrand

*(41:01) - Changes in customer engagement in the next 6 to 12 months

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Links:

Connect with Gabrielle on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

How Next-Gen Commerce Experiences Simplify Shopping with Robert Gash, Chief Consumer Commerce Officer at Hearst Magazines

Good Data, Better Marketing

11/14/24 • 40 min

This episode features an interview with Robert Gash, Chief Consumer Commerce Officer at Hearst. Robert is a software and product development executive with extensive experience leading software development, product strategy, research, and design. Prior to joining Hearst, he served as VP of Engineering at Nurx and Symphony Commerce, and as the VP of Operations Technology at Grove Collaborative.

In this episode, Kailey and Robert discuss strategies for making purchasing decisions easier for consumers, reducing informational friction, and how AI is redefining consumer experiences.

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Key Takeaways:

Incremental improvements with AI can help to provide context and personalized recommendations to consumers.
Recording as much contextual data as possible enables deeper insights and helps create a flexible and adaptive data strategy that can respond to evolving consumer needs.
Marketers have to earn and maintain consumer trust by offering valuable and reliable guidance through transparent practices.

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“Everybody knows in commerce, the easier it is to purchase something, the higher your conversion rates typically are. But, that works mid funnel too. Going from moment of inspiration into lower funnel research and doing that as seamlessly as possible with fewer open tabs and fewer searches, maybe in the middle, is a key way we can play a real role in making that journey easier and faster for folks.” – Robert Gash

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Episode Timestamps:

‍*(02:23) - Robert’s career journey

*(07:36) - Trends impacting consumer experience

*(13:37) - Hearst’s shoppable media model

*(22:04) - AI in commerce

*(32:16) - How Robert defines good data

‍*(38:34) - Robert’s advice for his younger self

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Links:

Connect with Robert on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

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FAQ

How many episodes does Good Data, Better Marketing have?

Good Data, Better Marketing currently has 58 episodes available.

What topics does Good Data, Better Marketing cover?

The podcast is about Marketing, Customer Service, Data, Podcasts, Sales and Business.

What is the most popular episode on Good Data, Better Marketing?

The episode title 'The Age of AI-Driven Customer Delight with Guneet Singh, VP of Customer Experience & Care at AppFolio' is the most popular.

What is the average episode length on Good Data, Better Marketing?

The average episode length on Good Data, Better Marketing is 40 minutes.

How often are episodes of Good Data, Better Marketing released?

Episodes of Good Data, Better Marketing are typically released every 14 days.

When was the first episode of Good Data, Better Marketing?

The first episode of Good Data, Better Marketing was released on Jun 2, 2022.

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Good Data, Better Marketing

Twilio Segment

Top 10 Good Data, Better Marketing Episodes

FAQ

How many episodes does Good Data, Better Marketing have?

What topics does Good Data, Better Marketing cover?

What is the most popular episode on Good Data, Better Marketing?

What is the average episode length on Good Data, Better Marketing?

How often are episodes of Good Data, Better Marketing released?

When was the first episode of Good Data, Better Marketing?

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