Effective brand strategy in a crowded marketplace
Zack Wenthe
Treasure Data
- Part 1Turning customer marketing strategy into pipeline growth
- Part 2 Effective brand strategy in a crowded marketplace
Show Notes
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03:06Operating in the crowded CDP marketEducate consumers about whether your solution is the right fit for them by emphasizing honesty with both internal stakeholders and potential clients. Not every prospect is an ideal customer, so focus efforts on the most promising opportunities, saving time and resources.
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05:26How to differentiate in the CDP spaceDifferentiation is key, particularly among pureplay CDP providers. Additionally, while marketing clouds dominate mindshare, the focus should be on establishing expertise and being recognized as a true expert in the field.
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07:21How to approach channel mix for CDP marketingWhen approaching channel mix for CDP marketing, tailor strategies to target audiences effectively. While social media, both paid and organic, plays a role, focusing on targeted events allows for more meaningful one-on-one interactions with key decision-makers.
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09:02Where audio visual production fits into Treasure Datas marketing mixAudio-visual production serves both strategic and traffic-driving purposes. Initially used to elevate the CDP space through thought leadership content like podcasts hosted by industry experts, their approach has evolved to include video content, such as customer conference recordings and webinars.
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10:51Identifying when your brand is standing out from the crowdTreasure Data relies on attribution and engagement metrics, such as content interaction and feedback from demo request forms and post-event surveys. Continuously monitoring engagement levels helps them adapt and refine their approach.
Quotes
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"Educating the consumer... is almost just as important as saying you are in our bucket." - Zack Wente
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"When you're in a land war for mindshare and dollars, you don't want to spend time on the wrong and that's crucial." - Zack Wente
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"Enterprise executive-level leaders, are not spending a lot of time on Instagram reels typically looking for the next enterprise software application." - Zack Wente
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"I can walk away with five or 10 leads out of trade shows, where we're just having a one-on-one conversation, as opposed to spending dollars all day long on digital." - Zack Wente
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"I want to educate the people who are interested in what we have to say, typically our best customers, they're engaging, they're reading, they're giving feedback." - Zack Wente
- Part 1Turning customer marketing strategy into pipeline growth
- Part 2 Effective brand strategy in a crowded marketplace
Up Next:
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Part 1Turning customer marketing strategy into pipeline growth
Zack Wenthe, Director of Customer Marketing and Thought Leadership at Treasure Data, delves into customer marketing. From understanding the fundamentals of demand generation and demand capture to navigating the evolving landscape of marketing in the digital age, find out how Treasure Data's journey reflects these shifts. Discover the key role of thought leadership in driving demand and assessing brand marketing's impact on your bottom line. Today, Zack discusses turning customer marketing strategy into pipeline growth.
Play Podcast -
Part 2Effective brand strategy in a crowded marketplace
Zack Wenthe, Director of Customer Marketing and Thought Leadership at Treasure Data, explores customer marketing. Today's competitive CDP landscape requires strategic brand positioning and effective marketing tactics. Recognizing that not every prospect is an ideal customer and focusing efforts on the most promising opportunities can save valuable time and resources. Today, Zack discusses effective brand strategies for crowded marketplaces.
