Episode 46 | Marketing challenges of B2B2C experience in finance

Salvatore Lanzillotta: the challenge of marketing in the gaming sector00:07 – Introduction to Salvatore Lanzillotta and his role at Happy Bet.01:31 – Explanation of Happy Bet's structure as an omnichannel iGaming operator and its relationship with Playtech.03:07 – Discussion on the regulatory landscape in Germany, increasing pressure and the move from state to federal regulation, and the overall impact on the industry.05:06 – Differences in marketing strategies for retail and digital players, and the overlap between these segments.08:52 – Insights into the use of digital out-of-home advertising (such as timed electronic billboards) and its advantages for marketers.In this episode of Memorable Marketing by Media Group, Bart interviews Salvatore Lanzillotta , a digital marketing professional and start-up founder from Italy. Currently, Salvatore resides in Berlin, where he is head of digital marketing for Happy Bet, an international gaming company. Bart and Salvatore discuss digital advertising, the structure and strategy of Happy Bet, and the challenges and opportunities of operating in the tightly regulated gaming market. Their discussion covers the differences between retail and digital marketing strategies, the challenges of regulation in Germany, and the innovative use of digital out-of-home advertising.The gaming industry is a uniquely challenging market, especially in Germany, where changes to the overlapping layers of federal and state-level regulation have made marketers jobs harder than ever. Recent changes have significantly increased the regulatory burden on gaming operators, especially in the digital space. This puts pressure on marketers to innovate, protecting themselves while reaching new customers. Salvatore is at the forefront of these changes, as well as innovations including targeted ‘digital out of home’ marketing.Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected] .

Hierarchy and efficiency in marketing decision-making0:58 The ‘Potlatch’ – considering the input of different functions. Centralisation vs committee2:50 Political comparisons, hierarchy and efficiency trade-offs5:06 Changes in job market and marketing function, the importance of networks. Regional focus vs international exposure7:30 Further discussion of exposure across markets - benefits vs costs10:03 Remote work and its significance, variation by country11:25 Balancing between office / remoteToday on Memorable Marketing Bart is speaking to Nikki Harrold, continuing with a discussion about decision-making, the organization of the marketing departments within broader corporates, and the importance of network in marketing careers.Nikki is a marketing leader whose experience spans countries and industries. Over 20 years she has focused on multiple European and North American markets, with highlights including working in highly-regulated financial sectors such as life insurance firm Transamerica.Bart and Nikki focus on how decision making works in marketing departments and the broader organisations they form part of, with Nikki stressing the importance of sourcing as much information as possible before making a decision. This triggers a discussion of the merits and trade-offs of centralised, dictatorial control over decision making and its advantages in terms of efficiency, versus making decisions by consensus as part of a group or committee.Next, Nikki talks about marketing career paths, with a strong emphasis on the relative trade-offs between international experience and building a local network. Highly international careers with frequent industry switches bring obvious advantages in terms of breadth of experience and dealing with unexpected situations, but Bart and Nikki exchange ideas on balancing this with building a strong local network; something that normally requires long stints in one location.Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected].

Today on Memorable Marketing, we continue our conversation with the former Marketing Director of Rad Power Bikes, Niki Harrold.Key moments:00:00 - Introduction to Niki00:46 - Marketing in different cultures04:02 - Live commerce05:09 - Niki's experience at Rad Power Bikes08:28 - Foreseeing concerns as a B2C marketer12:05 - Accessing data to identify consumer challenges14:29 - Current marketing strategy at Rad Power Bikes15:14 - North American and European markets: potential17:19 - North American and European markets: differences19:15 - ClosingIn this episode, Bart and Niki talk about marketing in an international environment and how we can learn from working with different cultures. They also touch on how to foresee and identify consumer challenges and concerns in B2C marketing, and its importance in the creation of a marketing roadmap. Finally, they discuss Niki's experience in the e-bike industry, and she offers insights into the differences between the North American and European markets.Niki has over 17 years of global experience building and leading multidisciplinary teams, and she has worked in several industries from tech and insurance to consumer goods. She has a strong track record of developing marketing strategies that drive significant revenue growth and brand reach, from building and leading inclusive and high-performing teams.Memorable Marketing by MediaGroup is a series of podcast interviews with leading senior marketers, holding free-ranging conversations on their careers, outlook, and interests. If you want to discuss your business's marketing strategy with MediaGroup, feel free to contact us at  [email protected].

Today on Memorable Marketing, we continue our conversation with the former Marketing Director of Rad Power Bikes, Niki Harrold.Key moments:00:00 - Introduction to Niki00:42 - Niki's experience at ECCO shoes04:15 - ECCO's brand change and transition to cater to a younger audience06:44 - Leveraging tools and solutions for data gathering10:00 - How to interpret data to gain meaningful insights14:45 - Navigating the adoption of new systems15:27 - Summary and closingIn this episode, Bart and Niki discuss the impact of rebranding for companies within the retail industry. In particular, they explore the key role that data plays in the process. From knowing what to measure to how to interpret results, marketers can discover and set benchmarks across global markets and track the rebranding process efficiently. Niki has over 17 years of global experience building and leading multidisciplinary teams, and she has worked in several industries from tech and insurance to consumer goods. She has a strong track record of developing marketing strategies that drive significant revenue growth and brand reach, from building and leading inclusive and high-performing teams.Memorable Marketing by MediaGroup is a series of podcast interviews with leading senior marketers, holding free-ranging conversations on their careers, outlook, and interests. If you want to discuss your business's marketing strategy with MediaGroup, feel free to contact us at [email protected].

Today on Memorable Marketing, Bart speaks to Niki Harrold, former marketing director at Rad Power Bikes.Key moments:00:46 - Introduction01:52 - Niki's experience with social marketing at Transamerica06:10 - Advice for marketers in highly regulated industries08:11 - Allowing for spontaneity when planning in a stringent environment11:02 - Understanding B2B2C social marketing13:24 - Navigating brand risk when working with intermediaries16:47 - ClosingIn this episode, Bart and Niki discuss social media marketing within highly regulated industries such as finance. They reflect on working with legal and compliance teams, allowing for spontaneity within strict parameters, and managing brand risk when working with intermediaries. Niki also shares insights on how communication can improve workflows and output, and she encourages marketers to foster collaboration with different departments to achieve success.Niki has over 17 years of global experience building and leading multidisciplinary teams, and she has worked in several industries from tech and insurance to consumer goods. She has a strong track record of developing marketing strategies that drive significant revenue growth and brand reach, from building and leading inclusive and high-performing teams.Memorable Marketing by MediaGroup is a series of podcast interviews with leading senior marketers, holding free-ranging conversations on their careers, outlook, and interests. If you want to discuss your business's marketing strategy with MediaGroup, feel free to contact us at [email protected].

Join us for our final discussion with Gabby Herrera, brand content manager at Purina ONE. In this short conversation, Bart and Gabby discuss the broad importance of marketing and its function within the wider business environment. They talk about how marketing can act as a unifying force between disparate business lines, including finance and sales, and the importance of working on a unified business strategy across departments. The conversation closes on a more personal note, as Gabby shares reflections on her career so far and offers advice to marketers starting out in the space. Gabby highlights the importance of managing others’ impressions by providing a neutral, honest assessment of any situation you find yourself in, and avoiding forced positivity to be an effective and pleasant person to work with.Memorable Marketing by MediaGroup is a series of podcast interviews with leading senior marketers, holding free-ranging conversations on their careers, outlook, and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected]. 

We are back today with Gabby Herrera, brand content manager at Purina ONE, who joins host Bart Burggraaf in discussing her career working in a pet food brand owned by one of the largest multinationals. They discuss the relative advantages and disadvantages of large businesses, with Gabby pointing out the differences in workflow and decision-making. They also highlight how large enterprises can act swiftly and put resources behind new decisions when needed.Then, Bart and Gabby talk about the nuances of working across cultural boundaries, focusing on markets in different European nations. Gabby highlights how differences between markets are the norm, and each market requires a dedicated approach, but also points out the ease and simplicity of working cross-culturally when the business and clients are united by their love of pets.Memorable Marketing by MediaGroup is a series of podcast interviews with leading senior marketers, holding free-ranging conversations on their careers, outlook, and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected]. 

Today on Memorable Marketing, Bart speaks to Gabriella Herrera, brand content manager at Purina ONE. Purina ONE operates in the highly competitive pet food and well-being market, where well-informed consumers demand answers to their concerns and worries about their pets, and marketers must work across channels, including search, social, and more. Providing high-quality informational resources always has to be balanced with the existence of a regulated veterinary profession, making this a delicate area for content marketers. The conversation starts with a discussion about the various goals of successful marketing departments and balancing brand identity with marketers' immediate, sales-focused aims. Then, Bart and Gabriella discuss the increasing ease of multi-channel marketing, repurposing content from one channel onto others, and the best ways to contact customers and develop an ongoing conversation. The different players in the pet market, which range from small 'mom and pop' local stores, often with a loyal client base, through to multinational giants and medical professionals, offer specific challenges to marketers working in the space. Gabriella draws on her marketing nous and experience in the industry to offer insightful solutions applicable to marketers inside her industry and elsewhere. Memorable Marketing by MediaGroup is a series of podcast interviews with leading senior marketers, holding free-ranging conversations on their careers, outlook, and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected].

Today on Memorable Marketing, Bart speaks to Gabriella Herrera, brand content manager at Purina ONE. Gabby, based in Barcelona, has worked across diverse sectors including reality television, brand and content marketing, and as an entrepreneur within the restaurant business. Bart and Gabby reflect on the importance of diverse commercial and life experiences in building a career in marketing, as well as the peculiarities of different business segments and sizes.Gabby has extensive top-level marketing experience at major brands, including Aldi, brand activation with Barcelona FC, and most recently at Purina ONE, a major dry pet food brand owned by Nestlé. Working across diverse industries, for herself and others, has shaped Gabby's approach to marketing, with a strong focus on the specific needs of each business, for example, seasonality in the case of Aldi. Finally, Gabby talks about her journey to working with Purina ONE, the nature of the team, and shares her insights on finding motivating, rewarding work in the field.Memorable Marketing by MediaGroup is a series of podcast interviews with leading senior marketers, holding free-ranging conversations on their careers, outlook, and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected].

Today on Memorable Marketing, Bart speaks with Chiara Galfré, a Digital Marketer at Rockfon, the world’s leading acoustic company. The company designs acoustic ceilings and wall panels with the aim of creating a world that sounds good to everyone. Rockfon achieves this through sustainable innovation, leaner manufacturing, and pioneering closed-loop recycling.  Here, the pair talk about what Rockfon sells, its target audience, and how the company approaches marketing differently depending on the product it is pushing. For example, when promoting high-end products, Rockfon tends to collaborate with various platforms to focus on brand awareness and educational insights, whereas with lower-end products, Rockfon focuses on showcasing the benefits of using their products. Chiara’s experience mainly revolves around social media, paid campaigns, email marketing, and advising local marketing managers on specific digital campaigns. Currently, in Rockfon, she is in contact with many external platforms such as architectural magazines, and designs campaigns with them.Chiara also highlights some brands she admires and is inspired by, such as Louis Poulsen, which she describes as being very complimentary to what Rockfon does. Chiara finds the way this brand produces and communicates content interesting and something to learn from. Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected].