Equifax’s Pamela Shadrick on the Discipline and Possibility of Lifecycle Marketing The One to One Consumer Marketing Podcast

Ben speaks with Pamela Shadrick, Senior Director of Retention & Engagement Marketing at Equifax, a credit reporting agency. They discuss the biggest shifts in digital marketing, including more customer centricity, and how despite market changes and challenges, foundational marketing principles will keep you continuing to grow. They also discuss the areas to focus on for increased customer retention, how to scale your personalization efforts, the danger of chasing trends and channels, and why you shouldn't be afraid to challenge the status quo.
 
Topics discussed:
The evolution of Pamela's career, from starting at a time when marketing was just starting to evolve into digital, to her new role at Equifax.
How the biggest shifts in digital marketing included moving from product- or brand-centered marketing to centering on the customer and their journey.
Why, despite what's changing in the market, you should keep the basic principles of marketing — strategy, data, technology, and content — as your foundation for continued engagement, retention, and growth.
How lifecycle marketing is a discipline, and why customer retention needs to focus on drawing customers into a shared purpose and intent, not pushing content at them.
The elements of scaling your personalization efforts, like having the right data, design, channels, and understanding of your customer.
The future of consumer marketing, including the importance of relationships and how human-like AI and robot-like humans will impact that connection.
Three pieces of advice for marketers include having a foundation of marketing principles, not chasing trends, and not being afraid to challenge the status quo.
**Pamela Shadrick appears on this podcast as an individual contributor.  Statements made by Pamela are solely her own and are not intended to represent Equifax or speak on behalf of the company in any way.