Creativity driven performance, CPG lessons for SaaS and the power of distinctive assets - Michelle Taite, Mailchimp

Uncensored CMO

Jon Evans에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Jon Evans 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

1+ y ago 44:25

MP3•에피소드 홈

As Chief Marketing Officer, Michelle Taite leads Intuit Mailchimp’s Marketing teams and is responsible for the business’ end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally in addition to Mailchimp's in-house creative agency Wink. Joining just after Mailchimp's $12b acquisition, Michelle had the task of integrating their marketing into the wider Intuit team.

Intro

00:00 - Intro
00:48 - Starting out desigining sneakers
02:39 - From New Balance to Unilever
04:13 - Doing purpose work for Dove
05:15 - Michelle’s favourite work at Unilever
06:27 - From CPG to SaaS
09:29 - What is Mailchimp and why is it successful
11:06 - Staying close to the customer
13:26 - How to market to marketers
14:54 - Email is not dead
16:15 - Integrating an acquired company
20:40 - Performance vs brand marketing
25:16 - How AI will enhance creativity
29:20 - Mailchimp's distinctive assets
33:21 - How marketing influences the product
35:56 - How to market to marketers
38:35 - Obsessing about the 95% not in market
40:45 - Top CMO advice from Michelle