Karan Gupta: How to Build CRM That Will Scale Through Unification, Orchestration, and Personalization

On this episode of One-to-One Conversational Marketing, Ben speaks with Karan Gupta, Global Head of CRM at Marley Spoon. Together they talk about how to effectively move customers along their journey and retain them using relevant and timely channels, as well as how to build a CRM approach thoughtfully and holistically that will scale.

Topics discussed include: 

• How CRM is a natural extension of growth, and how marketers can build an engine that retains customers at scale.
• Why CRM revolves around understanding the most suitable channels for their audience, and having the most relevant timing, personalization, and content all in one.
• The three pillars around which Marley Spoon develops the customer journey, what approaches and platforms they use to stitch that customer journey together, and how they structure their team to focus on different parts of the customer journey.
• Why email is still a relevant and viable channel for them, but why marketers also need a mix of channels through which to engage with and retain customers.
• The challenges to CRM, including managing its complexities around multiple automations, sending too much information, and ensuring channels are talking to one another.
• Advice for marketers around how to approach their career, and why being a generalist can help you adapt to changing marketing landscapes.
• What technology is helping manage and enhance the customer journey today, and where the future of consumer marketing is headed.

Resources: 

•  LinkedIn: www.linkedin.com/in/karangupta1