318: The Path to Customer Success with Bynder’s Heidi Lasker

06/29/22 • 28 min

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We've increasingly heard customer success and customer experience used interchangeably, but Heidi Lasker, SVP of Customer Success for the Americas and APAC at Bynder, believes that while they are interconnected, they hold different spaces within a company.

In this episode, Alan and Heidi discuss tools for customer success and how to integrate them within the lifecycle of your customer and user relationship.

In this episode, you'll learn:

How Bynder excels at customer success
Why strong cross-functional collaboration is critical to CXHow to deliver the best possible experience through success programs

Key Highlights

[02:15] Heidi's career journey
[04:49] The role of Bynder in today's online world
[06:00] How trends in the market have influenced Bynder's path
[07:38] Getting control of your asset management
[10:38] What “good” content operation looks like
[12:50] How Customer Success is defined today
[15:38] The interplay between Customer Experience and Customer Success
[18:20] Community's role with users and customers
[21:17] Marketing's role in Customer Success
[24:45] An experience that defines Heidi
[26:33] Heidi's advice for her younger self
[27:18] What marketers should be learning more about
[28:46] Brands Heidi is fascinated by
[30:20] The biggest opportunity and threat for marketers today

Resources Mentioned:

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Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
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In this episode, Alan and Heidi discuss tools for customer success and how to integrate them within the lifecycle of your customer and user relationship.

In this episode, you'll learn:

How Bynder excels at customer success
Why strong cross-functional collaboration is critical to CXHow to deliver the best possible experience through success programs

Key Highlights

[02:15] Heidi's career journey
[04:49] The role of Bynder in today's online world
[06:00] How trends in the market have influenced Bynder's path
[07:38] Getting control of your asset management
[10:38] What “good” content operation looks like
[12:50] How Customer Success is defined today
[15:38] The interplay between Customer Experience and Customer Success
[18:20] Community's role with users and customers
[21:17] Marketing's role in Customer Success
[24:45] An experience that defines Heidi
[26:33] Heidi's advice for her younger self
[27:18] What marketers should be learning more about
[28:46] Brands Heidi is fascinated by
[30:20] The biggest opportunity and threat for marketers today

Resources Mentioned:

Follow the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Connect with the Guest:

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

317: The Power of Connection with The Meet Group’s Catherine Connelly

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Starting her first company at age 15, Catherine Connelly is all about meeting new people. As the SVP of Marketing for The Meet Group, the top provider of live streaming video and creator economy solutions for a number of the world's top social apps, Catherine relies heavily on that connection to her users for audience engagement and growth.

In this episode, Alan and Catherine discuss her extraordinary career path, iOS changes, The Meet Group's differentiating model for monetization, and the importance of storytelling.

In this episode, you'll learn:

How to update your tactics for performance marketing
The future of social media monetization
The importance of PR and storytelling

Key Highlights

[0:42] First business at age 15 with her two brothers
[04:25] Catherine's career path
[12:24] Having a place to connect with others
[15:48] Knowing where your users are; how to update your tactics
[17:04] How iOS changes affect acquisition efforts
[19:39] Monetization of The Meet Group
[23:57] Catherine's role at The Meet Group
[27:45] Best tactics for performance marketing
[31:38] App Store optimization
[37:31] PR, storytelling, and making viral or sharable moments
[42:49] A moment that defines who Catherine is today
[44:59] Catherine's advice for her younger self
[47:22] What marketers need to learn more about: macro trends and think scrappy
[49:54] The companies and causes Catherine follows: Oasis Consortium
[52:40] The biggest opportunity for marketers today: Apple really makes things up

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

319: The Comeback Program with Danone North America’s Surbhi Martin

Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program.

In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers.

In this episode, you'll learn:

All About Light + Fit’s ‘The Comeback’ program
What a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needs

Key Highlights

[01:35] Surbhi’s career path
[03:20] What is a B corp?
[04:25] What Surbhi's role entails
[05:16] Light + Fit’s The Comeback program
[06:47] Origination of the program
[08:11] Partnership with Women Back to Work
[10:10] Previous partnership with Dress for Success
[13:31] Impact and throughline of overall marketing efforts of Danone through purpose-driven marketing
[19:32] An experience that defines Surbhi
[23:06] Surbhi’s advice to her younger self
[23:41] What Surbhi as a marketer is learning more about
[26:10] Books Surbhi is reading now
[30:13] The biggest opportunity or threat for marketers today

Resources Mentioned: