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

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

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

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dan Levi, Executive Vice President and Chief Marketing Officer of Clear Channel Outdoor. He leads the organization’s marketing strategy and connects brands and consumers through innovative advertising insights and solutions. Prior to joining Clear Channel Outdoor, Dan held positions at Captivate, Zoom Media, Monster Worldwide, and MTV. He has a proven track record of driving significant revenue growth, developing brands, and creating opportunities for B2B and B2C organizations.

In this episode, Kailey and Dan discuss understanding consumer journeys, the role of out-of-home advertising in driving conversions, and the need for adaptability to optimize brand performance.

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Key Takeaways:

• Balancing technological advancements like AI with the inherently human aspect of marketing, ensures that relationships and trust with customers remain central to marketing strategies.
• With consumers now relying on digital tools for navigability, advertisers should consider journeys and audience behaviors rather than just proximity to locations.
• When out-of-home advertising is combined with other channels, marketers are able to drive performance, brand awareness, and direct conversions.

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“Advertising, especially one that is such a local business, people, relationships, they're really important. I think there is a very big risk in trying to move too fast to embrace automation in a way that undermines the strength that we have. Which is we have people on the ground, in our local markets, working with our customers.” – Dan Levi

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Episode Timetamps:

‍*(02:49) - Dan’s career journey

*(05:38) - Trends impacting customer experience

*(21:05) - The role of AI in Clear Channel’s strategy

*(30:21) - Challenges on the customer engagement journey

*(35:33) - How Dan defines “good data”

‍*(42:14) - Dan’s recommendations for upleveling customer experience strategies

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Links:

Connect with Dan on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com