251: The Importance of Details in Customer Relationships and ABM with Sendoso's Dan Frohnen

03/17/21 • 24 min

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On this 251st episode of Marketing Today, host Alan Hart talks to Dan Frohnen, the CMO of Sendoso. This leading sending platform helps companies stand out by giving them new ways to engage with customers through the buyer's journey.

In this episode, Alan and Dan talk about what marketers should be thinking about to help companies deliver a better experience for their customers and their employees.

The conversation starts with Dan's transition from the music industry to the tech industry and finally to his role as CMO at Sendoso. Throughout his career, he learned the importance of customer connectivity. For him, the details matter. It's more than just "spraying them with digital" to get them to act — and more about doing the research and understanding what they're looking for before offering a solution.

Through the rest of the interview, Dan talks about the current state of ABM and how the virtual world has made it even more necessary to be intentional about your outreach.

In this episode, you'll learn:

What connection means for marketers in a virtual world
Why the details matter in customer relationships
Why you should research your customer's intent when they arrive through ABM

Key Highlights:

[01:26] Dan's transition from music to tech
[02:21] What Sendoso is, and Dan's role as CMO
[05:07] The definition of a super sender
[06:56] How Sendoso connects people in a virtual world
[10:30] Dan's view of the current state of ABM
[12:25] Where Dan has seen ABM work well
[14:09] The trends Paul sees for 2021
[17:32] An experience that defines Dan, made him who he is today
[18:55] Dan's advice for his younger self
[19:50] A recent impactful purchase Dan made
[20:48] The brands, companies, and causes Dan follows
[22:11] What Dan says is the biggest opportunity for marketers today

Resources Mentioned:

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

In this episode, Alan and Dan talk about what marketers should be thinking about to help companies deliver a better experience for their customers and their employees.

Through the rest of the interview, Dan talks about the current state of ABM and how the virtual world has made it even more necessary to be intentional about your outreach.

In this episode, you'll learn:

What connection means for marketers in a virtual world
Why the details matter in customer relationships
Why you should research your customer's intent when they arrive through ABM

Key Highlights:

[01:26] Dan's transition from music to tech
[02:21] What Sendoso is, and Dan's role as CMO
[05:07] The definition of a super sender
[06:56] How Sendoso connects people in a virtual world
[10:30] Dan's view of the current state of ABM
[12:25] Where Dan has seen ABM work well
[14:09] The trends Paul sees for 2021
[17:32] An experience that defines Dan, made him who he is today
[18:55] Dan's advice for his younger self
[19:50] A recent impactful purchase Dan made
[20:48] The brands, companies, and causes Dan follows
[22:11] What Dan says is the biggest opportunity for marketers today

Resources Mentioned:

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

Previous Episode

250: How Product Experience, Marketing, and Community Coexist with FreshBooks' Paul Cowan

1 Recommendations

On this 250th episode of "Marketing Today," host Alan Hart speaks with Paul Cowan, the CMO of FreshBooks, a cloud-based accounting solution for small businesses and self-employed professionals. Over the past 20 years, Paul has marketed everything from booze to SaaS products, learning that product experience and marketing go hand-in-hand.

In this episode, Alan and Paul discuss the symbiotic relationship between product experience and marketing while touching on the intersection between marketing and community. They even talk of activism — or really slacktivism — and what it means for businesses.

The conversation begins with an overview of how FreshBooks came to be and how Paul stepped into his CMO role during a company rebrand. Like any good CMO, Paul believes it's important for your customers to understand the pain you address, but it's even more essential for them to understand what makes you different. From a brand standpoint, Paul says marketers need to look internally and find what he calls the "bits of goodness" that exist within the product experience and communicate that to customers.

Paul goes on to explain how to use that pain to build a community, what slacktivism means, and how it impacts business, for better or worse.

In this episode, you'll learn:

How to take a pain point and use marketing to exploit it
How to find your company magic and use it as your superpower
What the symbiotic relationship is between product, customers, marketing, and community
What role slacktivism plays in marketing and in pushing companies to be purpose-driven

Key Highlights:

[01:33] Why Paul isn't allowed around chainsaws
[03:01] What is FreshBooks and Paul's path to becoming CMO
[05:38] The pain FreshBooks set out to solve
[07:06] The FreshBooks rebrand
[11:42] The overlap of product experience and marketing
[13:27] Using pain points to build network and community
[19:15] What is slacktivism, and how it applies to purpose-driven companies
[27:51] An experience that defines Paul, made him who he is today
[29:31] Paul's advice for his younger self
[30:17] A recent impactful purchase Paul made
[31:22] The brands, companies, and causes Paul follows
[33:03] What Paul says is the biggest opportunity for marketers today

Resources Mentioned:

com
Paul Cowan
FreshBooks Rebrand (Glossy Inc)
Mike McDerment, founder of FreshBooks
Slacktivism (Wikipedia)
#DeleteUber (NY Times)
Casper, DoorDash SEC Filings

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

Next Episode

252: What Emotion, Technology, and Data Mean for Marketing with MasterCard's Raja Rajamannar

1 Recommendations

On this 252nd episode of Marketing Today, Alan Hart speaks with Raja Rajamannar, the Chief Marketing and Communications Officer at MasterCard.

Alan and Raja discuss Raja's new book, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers, which demystifies data-driven marketing and identifies emerging opportunities in the digital world.

The conversation begins with the evolution of various marketing paradigms, from product to psychology, to emotion in brand messaging. Raja makes these shifts easy to understand and clarifies how marketers can leverage them in their strategies. Raja says over the years marketing has shifted to four paradigms, and marketing is going to go through “an unprecedented level of disruption as we enter the fifth paradigm.”

Later in the episode, Alan and Raja discuss how today's technology demands greater creativity from brands to stand out. Even more fascinating is how emotions have dominated the marketing industry. Listen to Raja break down this change, what it means for the future of marketing, and more on Marketing Today.

In this episode, you'll learn:

What quantum marketing is and how to leverage it
How the evolution of psychology and emotion influence marketing
Why marketing needs to be re-imagined
What quantum marketing means for business transformation
How to break your brand down into the five senses

Key Highlights:

[01:29] What led Raja to write his book
[02:50] The definition of quantum marketing
[06:03] The evolution of marketing paradigms
[13:33] Why this book matters now
[15:16] How Raja came up with the five elements of quantum marketing
[20:21] Examples of quantum marketing transforming businesses
[29:11] MasterCard's push for multi-sensory marketing
[37:50] An experience that defines Raja, made him who he is today
[40:38] Raja's advice for his younger self
[42:44] A recent impactful purchase Raja made
[43:25] The brands, companies, and causes Raja follows
[46:18] What Raja says is the biggest threat and opportunity for marketers today

Resources Mentioned:

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