I help digitally-focused leaders evolve and excel with consent-based marketing. In my previous role as CMO at Harte Hanks, leading a 4,500 person marketing agency, I saw marketing that was great AND truly backward right next to each other.
THE PROBLEM? Companies spammed their customers to death with cold emails, with a blatant disregard for data privacy. Let’s pretend you’re doing some shopping. You leave the store, and a salesperson follows you around, asking you to buy their product over and over. Would that be acceptable? Of course not! Yet that’s EXACTLY how enterprises run their marketing! Marketing has become dehumanized. And large companies are spending vast amounts of money to make customers hate them.
HOW I CAN HELP YOU: Put the customer first with consent-based marketing strategies (instead of ones that are impersonal and invasive). Structure and reorient your marketing team. Ensure you’re ethically using customer data. Choose the right customer segments to create conversations with. Use technology (that’s making some marketing horribly soulless) to instead create relevant and intimate customer experiences.