Business to Human is a podcast that curates conversations with marketing leaders sharing the breakthrough marketing strategies that actually connect with people. Each episode shines a light on tough challenges, inevitable failures and heroic victories. We explore the common threads between every unique marketing challenge and the characteristics of each individual situation. Everyone thinks they can do marketing, but Business to Human proves marketing that can really connect with its audience is a bonafide superpower.
If you’re looking for a community of marketers unwilling to settle for “good enough,” you’ve come to the right place.
Welcome to Business to Human!
Strategies for Success in the Modern Grocery Market
Providing value and understanding your customers is one of the main objectives for any organization in the grocery store industry. But how can grocers continue to do this while facing a pandemic, inflation, and customer loyalty issues? Our guest today has over 25 years of experience in the grocery store industry and explains how he and his team are combating these challenges.
Ronald Bonacci is the Vice President of Marketing, Advertising and PR at Weis Markets, a large regional grocery chain headquartered in Sunbury, PA with more than 200 stores located in 7 states across the country. In this episode, Ronald highlights the difficulties of supply chain and marketing during the pandemic, the importance of personalization in the grocery store, and offers advice to marketers in and outside of the grocery store industry. Join us as we discuss:How Weis handled the fallout from the pandemic from a marketing and supply chain perspectiveWhat are Weis and other grocers are doing to combat inflation Distinguishing the difference between loyalty as a consumer concept and a loyalty programRonald’s advice to other marketers who are competing for sales in the tight economic circumstances we’re all facing right nowWhat's missing from the marketing toolkit for the modern marketer today
Prioritizing and Developing a Brand
Prioritizing and building a brand is at the heart of fueling the overall growth of an organization. But how do you build a brand when you are still building a customer base? Our guest today has insight into how and when to prioritize brand building when you still have to build the business
Sarah Berg is the Vice President of Marketing at Matic, a company changing the landscape of the insurtech industry by integrating insurance within the home and auto ownership experience. In this episode, Sarah shares her thoughts on building a brand at a growth stage.
Join us as we discuss:What is Matic, and what do they do The marketing challenges that Sarah and her team faceHow to create a brand foundation that aligns with a long-term corporate strategyThe different stages of brand development How Matic has approached brand development
Conversations from the 2022 Financial Brand Forum
In November of 2022, the Vericast Team joined the Financial Brand Forum, the world’s most elite conference on marketing, CX, data analytics, and digital transformation in banking. During those three days, the host of the Business to Human podcast and Executive Director of Content Marketing at Vericast, Matthew Tilley, captured conversations with some of the best senior-level marketing executives in the financial industry. Join us as we discuss: What are the biggest challenges financial marketers are facingThe common trends that the Vericast team saw while at the Financial Brand ForumHow financial marketers can use data to their advantage
The Toolkit of a Healthcare Marketer
Marketing campaigns for the healthcare industry require a careful balance between patient and community engagement and the growing needs of a complex healthcare organization.
In this episode, Leslie DiStefano, Director of Communication and Public Relations at Samaritan, shares how she does it – from implementing marketing campaigns to interpreting user data and understanding the priorities of senior management.
Join us as we discuss:
Working within your organization’s capacity to support a successful marketing program
Creating and maintaining brand awareness for a large medical center
Preventing bottlenecking in content creation
How Data Can Create a Better Customer Experience
Most companies have a lot of great information about their customers. The problem is they just don't know how to best use that data to create better customer experiences.
Jen D’Amico is the CMO at CommonWealth Central Credit Union. With over 15 years of experience in the credit union industry, Jen and her team use customer data to drive results in all areas of the organization. In this episode, Jen talks about the journey that her team has been on to make better use of the insight they have about their members.
Join us as we discuss:
How to balance going after new members while still keeping current members engaged
The role that data plays in calibrating the customer experience
The next steps in the evolution of using data more effectively to engage members
Advice for marketers who are starting the journey toward making better use of their customer data
The Value Behind Customer Data Platforms
The ability to map the entire customer journey is valuable in today’s marketing world. Having a Customer Data Platform gives marketers the insight they need to create a personalized experience for every customer.
David Raab is the Founder of the CDP Institute, where his mission is to educate companies on how to use their customer data. David has spent most of his career as a marketing technology consultant, and six years ago decided to create the CDP Institute. In this episode, David talks about what a Customer Data Platform is and why it matters.
Join us as we discuss:
What is a Customer Data Platform (CDP)
Some of the use cases for a Customer Data Platform and how marketers can take advantage of a CDP
Where the concept of unified platforms for consumer optimization came from, and where does the industry as a whole stand today
Where should marketers who want to implement a CDP start
What should marketers watch out for as they implement CDPs into their marketing stack