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Actionable Marketing Podcast

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May 28, 2019

Marketers try to map and meticulously outline their customer’s journey to convert a lead into a paying customer. Instead, maybe they should focus on behavioral data to deliver the right message on the right channel at the right time.  

Today, my guest is Judd Marcello, executive vice president of global marketing at Cheetah Digital. He believes the customer journey doesn’t exist. Instead, figure out why data is important and how to leverage it between brands and customers.

Some of the highlights of the show include:

  • Judd’s Career Journey: B2C to B2B martech firms; it’s all about your contacts and who you know
  • As the number of channels increase, buyers jump around brands on their journey
  • Fallacy of falling into trap of using phrases that become commonplace
  • Consumers, not marketers now predict the path they take from researching to buying a product
  • Marketers can still be proactive by using data to drive smart insights and technology from an AI perspective to provide a great customer experience
  • Customers are going to do whatever they want to do; marketers should:
    1. Create unique, compelling, and consistent brand experience
    2. Deliver the right messaging
    3. Hyper personalize efforts  
    4. Create connection between your brand and customer
  • Deliver personal and custom experience through data management
  • Cheetah Digital’s Website revised to reflect how prospects look for information
  • Indicators of Success: Team members, content, client summit; digital evolution
  • What’s working and what’s not; prioritize performance to identify gaps

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