[Bonus] How Marketers Can Build a Culture of Data and Experimentation
Release Date: 07/16/2024
Building Ideal Customer Profiles for Social Media Success
Social Pros Podcast
A marketing strategy can be full of great, inventive ideas but unless it’s targeted at the right people, you could be flying blind. But how do you narrow down and identify your target market? Katie Robbert, CEO of Trust Insights, works with clients to identify their Ideal Customer Profiles (ICPs) and refine their marketing messages to speak directly to customers. She joins Social Pros to let us in on her strategy for using data insights, AI and targeting messaging. Full Episode Details The best marketing is targeted and specific. It speaks directly to customers who are likely to...
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Greatest Hits: How Community, Creation, and Culture Fuel Canva's Social
Social Pros Podcast
Canva has opened the doors for just about anyone trying their hand at creating visual content, whether you’re a pro graphic designer or brand new to it all. So, it’s no surprise that it’s an incredibly popular tool for marketers, brands, and social pros alike. We decided to revisit this episode from last year with Jacky Barker, formerly the Social Lead at Canva, to remind ourselves of how Canva’s social strategy brings the brand to life. Full Episode Details Canva is a marketer’s best friend! The smart visual communications platform helps social pros with marketing,...
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A Social Pros Special: Looking At Q4 and 2025
Social Pros Podcast
What is exciting about social right now, and what are the things that bug you the most? This special episode of Social Pros gathers together Convince & Convert experts to talk about their shared frustrations with social, the future trends they have their eye on, and the potential out there for brands right now... Full Episode Details In this unique, collaborative episode, hosts Daniel Lemin and Hannah Tooker come together with Convince & Convert strategists Sunny Hunt, Jennifer Harmon, and Jason Keath to explore the challenges and opportunities facing social pros today. They...
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An AI Storytelling Masterclass with Mike Allton
Social Pros Podcast
Can AI help us to become better storytellers? Your immediate thought might be no, of course not! But while an AI tool won’t craft a compelling narrative out of nowhere, it can help us to become better at our jobs by saving time and acting as an advisor and assistant. For this episode, Mike Allton, the Chief Storyteller at Agorapulse, drops a masterclass on using AI to craft intriguing stories that all marketers and social pros can learn from. Full Episode Details As Chief Storyteller, Mike has fully embraced the new age of AI and shares his experience of learning how AI tools can...
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Greatest Hits: Creating Harmony in Creative Work with Joél Leon from New York Times Advertising
Social Pros Podcast
We take a look back at one of our favorite episodes from last year this week. When Joél Leon, Creative Director, T Brand Studio at New York Times Advertising, joined us in episode 601, he brought plenty of wisdom and some mic drop moments. Full Episode Details If you want your creative team to make magic, then you’ve got to foster a healthy environment for them to thrive in. As Creative Director, Joél believes there needs to be more “harmony” within the creative process. And part of that is by building the right environment and leadership. In this episode, we hear Joél’s...
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How Quizlet Turns Fans into Friends on Social
Social Pros Podcast
When people head to social media, usually the last thing on their minds is studying. But Quizlet, the widely popular learning platform, has managed to build an impressive social media presence that engages learners around the world. Tori Mueller, Senior Social Media Manager, joins Social Pros to clue us into their strategies. Full Episode Details Quizlet has perfected the formula for “edutainment” content with its unique blend of educational content, pop culture references, and community building on social. Tori heads up the social media department and joins this episode to take...
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How Uber Turns Cultural Moments into Social Success
Social Pros Podcast
What does it take to manage social media for a global brand like Uber? We hear the secrets to their social success in this episode with N'Yaisha Aziz, the Global Social Media Lead at Uber, who takes us through Uber’s strategy and approach to building winning campaigns that resonate. Full Episode Details How can we make our social media content resonate and create a real impact online? N'Yaisha Aziz joins the podcast to share Uber’s approach to community, adapting to cultural trends, and creating viral campaigns that people talk about at the dinner table. Heading up both sides of the...
info_outline![[Bonus] How Marketing Can Lead the Way with Data show art](https://assets.libsyn.com/item/32272372?height=50&width=50)
[Bonus] How Marketing Can Lead the Way with Data
Social Pros Podcast
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. What happens when marketing truly takes the driver's seat with data and insights? In this episode, we hear from Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS, a company that operates with a data-first culture. Translating Data into Meaningful Insights Jenn explains what insights SAS focuses on from a marketing perspective and how that helps her team and other departments work together to drive results. She talks about the...
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How to Learn from Trend-Signals & Social-First Content
Social Pros Podcast
Leaning into social-first content can help you connect to the trends that your audience is already engaged with. The key to great social-first content? Being a content consumer yourself, says our guest this week, Byron Stewart, Associate Director of Social Media at Team Epiphany. Full Episode Details By tapping into the current online culture and trends, you’re in the perfect position to jump onto new opportunities to expand your brand’s reach. That’s what Bryon found when he worked at Foot Locker. As he was scrolling on Twitter at the gym, he spotted an opportunity to jump on...
info_outline![[Bonus] How Marketers Can Use Buyer Intent Data show art](https://assets.libsyn.com/item/31995337?height=50&width=50)
[Bonus] How Marketers Can Use Buyer Intent Data
Social Pros Podcast
Data-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners. Data is being used more and more to help businesses make the best decisions, in part thanks to the greater selection of tools available to capture it. But what if you struggle to access that first-party data? And what can you do with data once you do have it? A Balanced Approach to Data-Driven Decisions In this episode of Data-Driven Decisions, we sit down with Rand Fishkin, Co-Founder and CEO of SparkToro, an audience research tool that helps...
info_outlineData-Driven Decisions is a new limited-series marketing podcast presented by Convince & Convert and shared with our Social Pros listeners.
How did this non-marketing but data-driven leader become a Chief Marketing Officer? Shafqat Islam, the CMO of Optimizely, joins this episode of Data-Driven Decisions to share how he’s leading Optimizely’s marketing team into building a culture of data and experimentation.
Let the Data Do the Talking
In this episode of Data-Driven Decisions, we dive deep into the world of marketing data, measurable targets, personalization and customer-centric marketing.
Shafqat shares invaluable insights on how to approach personalization strategically, emphasizing the value of starting simple and scaling up gradually. He discusses the challenges of content creation for personalized experiences and offers practical advice on leveraging AI to find patterns in customer feedback from support tickets and sales calls.
We also explore the critical role of experimentation and testing when it comes to new marketing ideas, and why Optimizely considers experimentation part of its culture. Shafqat explains why it’s so important for marketers to have a rock-solid understanding of the typical customer journey and why this should be documented and measurable.
In This Episode:
- 0:37 - How Shafqat ended up in his role
- 2:36 - Why Shafqat wanted to build a more data-driven culture
- 4:58 - How this approach affects the marketing team
- 7:07 - The importance of experimenting with new ideas
- 8:28 - Optimizely’s approach to experimentation
- 12:33 - Why personalization is still a huge topic for marketers
- 15:22 - Finding a balanced and realistic idea of personalization
- 18:20 - How Optimizely helps its clients use their own data to make decisions
- 20:54 - Why all marketers need to map out the typical customer journey and document it
- 24:25 - How to ensure customers get the right resources
- 27:09 - How Shafqat researches and understands his customers
- 30:14 - The most important marketing metrics
- 31:56 - How Optimizely uses AI to find patterns in customer interactions
Quotes:
“Marketing is as much about the customer as it is about the prospect. In fact, in the business of our scale, it may be more customer than even prospect.”
“It's really, really important to document the customer journey and understand all the touchpoints and then come up collectively as a marketing organization, with what we want that ideal journey to be."
“Experimentation is much more than tools. To me, the idea is how do we create a culture of experimentation?”
Resources:
- Connect with Shafqat on LinkedIn: https://www.linkedin.com/in/shafqat/
- Optimizely: https://www.optimizely.com/
Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.