Finding the North Star for Your AI Strategy feat. CMO and eCommerce Leader Pauline Reader

After three inspiring days at Braze Forge 2024 in Las Vegas, Billie sits down with Mitch Walden, Senior Director of Digital & Loyalty at Scooter's Coffee, to discuss the company's remarkable digital transformation journey. Scooter’s Coffee, one of the nation’s fastest-growing drive-thru coffee franchise companies, partnered with WillowTree to assist their rapid expansion. In just nine months, Scooter’s completely overhauled their app, loyalty program, and overall technology stack. Billie and Mitch discuss how the company's strategic shift from national promotions to a more personalized, data-driven approach has had a profound impact, deepening franchise/brand collaboration and powering game-changing loyalty campaigns. Their conversation also highlights the importance of a seamless integration of technology platforms, like Braze, for achieving real-time customer engagement and driving revenue growth.Mitch walks Billie through helpful examples of how these new digital tools have leveled up his team’s creativity and generated significant incremental revenue for Scooter’s. Plus, he shares insights on ensuring a brand’s digital experience upholds its brand promise. In the case of Scooter’s Coffee, that’s “Amazing People, Amazing Drinks…Amazingly Fast.”Additional ResourcesTOPICS DISCUSSEDPrioritizing real-time data and integration between platforms for loyalty campaign successUsing data to build trust and enhance communication with franchisees in the QSR spaceEnsuring tech stack sustainability and building a program that can adapt to future trendsKEEP THE GROWTH GOINGRead our report on Increasing QSR Emotional Loyalty and Customer Lifetime ValueExplore loyalty solutions for your use case: How to Select the Right Loyalty Platform for Your Business Connect with Mitch Walden on LinkedInFollow Billie Loewen on LinkedIn

In this episode of Room for Growth, Billie sits down with accomplished CMO Pauline Reader. With a career that includes CMO and SVP marketing leadership positions with renowned brands such as eBay, Minted, and Stitch Fix, and most recently Podium, a communication SaaS platform for SMBs and larger enterprises. Pauline now runs Reader Consulting, where she offers fractional CMO and consulting services, and in this episode, she brings valuable insights into the role of artificial intelligence and machine learning in B2C and B2B marketing strategies.Pauline isn’t new to AI — for years she’s been actively leveraging traditional data science methodologies to enhance customer experiences (e.g., providing personalized clothing recommendations) and improve business operations. She shares pragmatic and tangible examples of interpreting data-driven insights and combining human judgment with technology for the most effective results.Throughout the discussion, Billie and Pauline explore topics including data collection, personalization strategies, maintaining customer privacy, decision-making in technology investments, and finding a balance between short-term goals and long-term AI strategy.Additional ResourcesTOPICS DISCUSSEDUsing AI and data science models to better understand customer preferences in eCommerce platformsOvercoming obstacles with data compliance and privacy in AI-driven marketing strategies.Ways of leveraging unstructured data through machine learning to extract relevant information.Key considerations for rolling out AI features or changes in customer-facing technology.Connecting and measuring customer data within brand loyalty platformsKEEP THE GROWTH GOINGLearn about WillowTree's Data & AI Consulting services Explore how WillowTree can enhance your brand’s customer loyalty programConnect with Pauline Reader on LinkedInFollow Billie Loewen on LinkedIn

In this episode of Room for Growth, Billie is joined by two WillowTree colleagues, Kate Gallaher (Partner & VP, Head of Financial Services) and Caitlin Watson (Partner, Marketing Services), as they delve into global loyalty in financial services. Focusing on credit card payment processors and retail banks, they explore the complexities of building brand loyalty in a regulated market, discuss the impact of digitization on customer behavior, and share insights into the most effective loyalty programs in today's digital age, competing with digitally-native FinTech upstarts.Billie, Kate, and Caitlin also unpack our recent research study, authored by WillowTree Senior Product Researcher Rachel Vanderbilt, PhD. The study explores the nuances in credit card loyalty programs across five global markets — North America, South America, Europe, Middle East–Africa, and Asia–Pacific — and underscores the dangers of adopting a US-first mindset on the global stage. ADDITIONAL RESOURCESTOPICS DISCUSSEDHow digitization leads to increased product diversity and brand disloyalty.How data integrity and personalization create relevant offers and user-centric experiences.How brands can build loyalty in a B2B2C model while keeping CX at the forefront.Why considering a global perspective is essential in designing loyalty programs for diverse regional customer bases.KEEP THE GROWTH GOINGPreview WillowTree’s forthcoming research study, Global Credit Card Rewards Programs: How Consumer Loyalty Preferences Differ by RegionExplore WillowTree's Loyalty Strategy & Consulting practiceExplore WillowTree’s Financial Services expertiseConnect with Kate Gallaher on LinkedInConnect with Caitlin Watson on LinkedInFollow Billie Loewen on LinkedIn

On the heels of Adobe Summit, we’re joined by Brightline Chief Technology and Digital Innovation Officer Kevin McAuliffe as he and Billie dive deep into brand loyalty, building trust, technology innovation, and what it means to be a leader today. Brightline partnered with WillowTree to achieve its vision of fully modernizing train travel. Tapping into our end-to-end suite of capabilities, WillowTree teams delivered a revamped website, native apps (iOS and Android), kiosks, digital signage, and a digital marketing engine fueled by Adobe Experience Cloud. By prioritizing guest experience and agility, the high-speed private rail service is delighting travelers with a best-in-class, omnichannel digital experience worthy of Brightline’s premium brand. Our host and guest explore some of the integrated experiences that have launched across Brightline’s digital platforms, improving travel experiences at every step of the journey — from pre-booking to post-arrival. Additional ResourcesTOPICS DISCUSSEDBuilding loyalty by meeting your users where they are, even amid ongoing tech stack evolutionActivating technology, people, and processes to inform and encourage decision-makersEvolving MVPs through data and feedback to enable controllable, scalable changesKEEP THE GROWTH GOINGRead our case study on How Brightline High-Speed Rail Increased Ridership & RevenueExplore Kevin’s Adobe Summit 2024 keynote, presented with WillowTree Chief Marketing Services Officer Mike Colombo: Breaking Down Silos to Deliver an End-to-End Customer Experience Connect with Kevin McAuliffe on LinkedInFollow Billie Loewen on LinkedIn

We are just days away from Adobe Summit: our bags are packed and we are bringing an all-star crew to Las Vegas. But before we head out to one of the largest MarTech conferences in the world, we’re connecting with Mike Kellner, TELUS Director - AI Data & Analytics. Mike shares win stories from the leading global telecommunications providers’ recent innovations, driven by Adobe Customer Journey Analytics.We explore how Mike’s team at TELUS taps into Customer Journey Analytics’ powerful capabilities to optimize critical moments in the customer journey, like onboarding, billing, and opportunities to cross-sell or upsell products and services. What’s unique about Customer Journey Analytics are its analytics and business intelligence capabilities: through the platform, TELUS has connected offline data from call centers and retail interactions with online data from its app, websites, chatbots, and other digital channels to create more holistic, omnichannel customer experiences.TELUS prides itself on providing a truly personalized customer care experience when and where customers need it most — whether online, by phone, or across its retail footprint. Now, other business units at TELUS are utilizing Customer Journey Analytics to enable similar use cases and, with WillowTree’s help, ensure that using the platform is as cost-effective, collaborative, and efficient as possible.Additional ResourcesTOPICS DISCUSSEDResolving common customer pain points with Adobe Customer Journey Analytics’ robust online and offline data activation capabilitiesFacilitating more seamless, cost-effective user adoption of new technologies across Adobe Experience CloudConnecting with WillowTree at Adobe Summit 2024 (see us at Booth 1127!)KEEP THE GROWTH GOINGConnect with Billie Loewen on LinkedInFollow Mike Kellner on LinkedIn

Fresh off her whirlwind experience at Forge 23, Braze’s annual customer conference for marketers and their tech partners, Billie highlights some of the biggest brands there, her favorite moments, and the most exciting predictions for 2024. Spoiler alert: It’s an exciting time for marketing, and you’ll want to listen before deep-diving into strategy season. But before diving into her key takeaways, Billie takes a moment to share some big WillowTree news: our CEO Tobias Dengel’s new book is available now and already a Wall Street Journal and USA Today bestseller. She also encourages listeners to check out Episode 4 of WillowTree’s docuseries 2 Weeks To Better, which details our recent collaboration with Braze.Speaking of Braze, Billie gives a preview of the new ways marketers can save time and communicate more effectively using the engagement platform’s upcoming product innovations. She also recaps lessons from the Forge panel she hosted, featuring media experts and marketing leaders like Eric Vander Voort from Warner Bros. Discovery Sports and Allyson Kurth from Braze. Their fresh approaches to seasonal content strategy, newsletters, user preferences, and geolocation inspired lively discussion.Overall, the trends, expertise, and discoveries shared at Forge this year reinforced the importance of implementing best practices (especially with advancements in AI), optimizing personalization, and increasing efficiency.Hot topics discussed:New product features released by Braze, including Sage AI, Landing Pages, and Feature FlagsBillie and the Growth Marketing team collaborating with Braze to enhance the sports media experience on the latest episode of WillowTree’s docuseries, 2 Weeks To Better WillowTree CEO Tobias Dengel’s new book, The Sound of the Future: The Coming Age of Voice TechnologyInspiring marketing campaigns from brands like Disney+, Intuit, Marvel, and morePreparing for AI implementationInvesting in long-term retention and customer loyaltyKeep the growth going:Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedInFollow WillowTree on LinkedIn

Digital sports media offers many immersive options for fans, whether they’re streaming pre-game analysis, attending games live at the stadium, or interacting with player content during their commute. But with all that noise, it can be challenging for sports media brands to break through, especially with so many gaps and roadblocks in the fan experience. Some find it challenging to locate and access online streaming options. Other segments feel ignored or receive irrelevant messages. How can sports franchises and digital networks tap fan loyalty during the off-season?Working with our tech partners at Braze, WillowTree’s Growth Marketing experts (and in-house sports fans) explored these questions and many more in Episode 4 of the WillowTree docuseries, 2 Weeks To Better. Throughout a two-week sprint, our team built solutions that enhance personalization across all forms of fandom, from dormant to die-hard. On today’s episode, Billie goes behind the scenes with three members of the team — Alyssa Baker, Rebecca O’Connor, and Teresa Ceballos — who share their ideas for driving business value as well as user value in the sports media landscape. Their concepts for the fictional “WillowTree Sports Network” digital experience include a robust and nuanced onboarding experience, differentiated in-stadium and at-home experiences, a streamlined approach to live event ticketing, and data capture and delivery processes that help marketers make informed decisions about relevant content. Lastly, the team shares their favorite aspects of the Braze platform, including the automation, integration, and new AI features that supercharge their marketing workflow. Hot topics discussed:Familiar pain points for sports fansHow to approach complex and fragmented audience segmentsCreating a robust onboarding and preference center Custom player cards and personalized contentWillowTree’s unique sports-driven client experiences, including the Pepsi Super Bowl LVI Halftime Show, Warner Media, Fox Sports, WWE, and moreKeep the growth going:Attend Braze Forge and meet the WillowTree teamBook a “2 Weeks to Better” sprint with the WillowTree Marketing Services teamConnect with Alyssa Baker, WillowTree Growth Marketing Director on LinkedInConnect with Teresa Ceballos, WillowTree Growth Content Strategist on LinkedInConnect with Rebecca O'Connor, WillowTree Senior Growth Manager on LinkedInConnect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedInFollow WillowTree on LinkedIn

It’s a bittersweet 50th episode of Room For Growth as Billy Fischer announces his departure from the podcast and from WillowTree. In this, their last episode as co-hosts of Room For Growth, Billy and Billie discuss their top 5 reflections, their favorite projects, and other rewarding experiences they’ve shared working together over the past 12 years developing WillowTree’s Growth Marketing practice. They touch on their appreciation for the rich client and partner relationships they’ve built and the priceless insights and friendships they’ve gained while cultivating an enriching work life. As we wish Billy Fischer a fond farewell, our co-hosts acknowledge the exciting future of the martech landscape.Hot topics discussed:Embracing new opportunities beyond your usual scopeThe value of partnerships (and some favorite RFG episodes) with tech platforms like Braze, Adobe, mParticle, Amplitude, and moreHow to balance friendship with professionalismGrowing investment in martech, even and especially during challenging macroeconomic conditionsUnique and varied client experiences, including the Pepsi Super Bowl LVI Halftime Show, Dairy Queen, and many more.Keep the growth going:Connect with Billy Fischer on LinkedInConnect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedInFollow WillowTree on LinkedIn

The days of companies announcing core values and automatically earning public trust are over. Authenticity and proof through action are crucial, and in designing loyalty programs and growth campaigns for clients, WillowTree’s Design practice works with clients to leverage more than technology and data as growth drivers — they’re leveraging the brand itself. As Director of Brand & Content Strategy at WillowTree, Adam Nemett shares how positive brand reputation and personal, substantial storytelling can have powerful business implications in engaging internal and external audiences. Adam speaks about the importance of retaining ownership of your brand story while producing original content showcasing the real human challenges and triumphs within an organization. He and Billie also discuss the benefits of AI in streamlining workflow and the pitfalls of allowing AI to create a sea of homogenous, vanilla content. This episode ultimately explores how branding transcends traditional logos, taglines, and visual identity and delves into what truly connects a brand with the market — authenticity, personality, and relatable human experience. Hot topics discussed:How to achieve brand differentiation through authentic storytellingHow AI will impact content quality and quantityHow brands can show up differently across channelsThe power of employee advocacy in brand ambassadorshipKeep the growth going:Connect with Adam Nemett, WillowTree Director of Brand & Content Strategy on LinkedIn and visit his website View WillowTree’s Insights content, including video and podcast seriesConnect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedInConnect with Billy Fischer, WillowTree Partner & VP of Business Development on LinkedInFollow WillowTree on LinkedIn

Earning a competitive edge through customer experience is vital to building consumer trust and loyalty. But often this responsibility is shared across multiple departments with different motivations and communication styles. Another challenge many companies face is adapting to emerging trends in the MarTech landscape, including AI, personalization at scale, and changing customer needs.Adobe Experience Cloud expert and WillowTree Senior Growth Director Tony Ferreira worked in diverse industries and roles — including marketing, data analytics, web development, eCommerce, and UX design — before making a name for himself in the Adobe space. He shares his philosophy on where Adobe is a good fit and the key factors to consider, including affordability, team capabilities, systems integration, and adopting Adobe Real-Time CDP and Adobe Journey Optimizer for automation and engagement. Though the Adobe ecosystem may not work for every organization, Tony shares this robust solution's strategic imperatives and potential tradeoffs.Hot topics discussed:Martech platform recommendations for different use casesWhen is Adobe the right choice?The four most important integration considerationsExploring how to adapt to current MarTech trendsKeep the growth going:Connect with Tony Ferreira, WillowTree Senior Growth Director (Adobe) on LinkedInRead Tony's Guidebook, 10 Steps to Launching Adobe CDPConnect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedInFollow WillowTree on LinkedIn