In this episode of Marketing Smarts, I talk with Christian-Selchau Hansen, co-founder and CEO of Formation.ai. We discuss how we unintentionally let personalization bias creep into our marketing efforts, some of the lesser-known side effects of the pandemic (like the price of meat in Ireland), and how the expectations of brand loyalists have changed in 2020.

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Christian shows us how customer loyalty has shifted from an incremental-value mindset to one that's seriously concerned with safety. He reminds us that customers aren't static and explains how to account for this constant flux. And we talk about the importance of improving the customer experience, even though it's bound to be difficult.

Of course, we also talk about smoked meat. As it turns out, there are remarkable similarities between creating a memorable user experience and smoking the perfect brisket. Both come down to a matter of taste, and both are a marriage of art and science, requiring guidance through the process, knowledge of the various stages, and experimentation to hit the target.

We discuss why relevance is so important, and Christian dives deep into the four steps marketers must follow to provide the ultimate customer experience:

  1. Collect good data.
  2. Develop insights.
  3. Act on those insights (in a scalable way).
  4. Rinse and repeat (quickly).

Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.


This episode brought to you by Codeless and Validity:

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Since 2017, Codeless has helped dozens of businesses like yours drive brand awareness, leads, and sales with high-quality, long-form content. Writers sometimes suck at marketing, and marketers sometimes suck at writing. Codeless gets both. To learn more about how Codeless can help you grow your business through content, head to getcodeless.com.   For over 20 years, tens of thousands of organizations have relied on Validity solutions to target, contact, engage, and keep customers—using trustworthy data as a key advantage. Validity's solutions deliver smarter campaigns, more qualified leads, more productive sales, and ultimately faster growth. For more information, visit Validity.com


"Marketing Smarts" theme music composed by Juanito Pascual of
Signature Tones.