Room For Growth
WillowTree
Subscribe
Join WillowTree experts Billie Loewen and Billy Fischer for a deep dive into growth marketing. In each episode, Billie and Billy will discuss the latest news and topics in lifecycle marketing, chatting with a wide array of guests including WillowTree colleagues, client-partners, and industry thought leaders. Let's grow!
Available episodes
Newest first
Oldest first
3 days ago
Pursuing What’s “Right” feat. Remixt & SmartNews’ Fabien-Pierre Nicolas
The AI space is booming. And it’s evolving every day. One thing we know for sure? Generative AI has the potential to transform how users engage with content. But are businesses ready to deploy this supercharged tech? What foundations are fundamental to have in place first?
Our growth experts, Billy and Billie, explore these questions and more with Fabien-Pierre Nicolas, co-founder of the news aggregation product SmartNews and COO of the diversity, equity, and inclusion SaaS platform Remixt.
We also address another hot topic in tech: budget cuts. Fabien-Pierre shares lessons learned on navigating layoffs with empathy, optimizing tech stacks to do more with less, and aligning growth goals with top-level company goals.
Bring your notepad, growth fans: this episode is brimming with clear, actionable advice for product leaders in any sector. *
*
*Hot topics discussed:*
* Considerations and essential cross-functional partnerships for growth marketers building or re-evaluating their tech stack
* Leadership steps to prepare individuals and repair teams facing layoffs
* Balancing user feedback with user preference when launching highly personalized digital products
*Keep the growth going:*
* Read the episode transcription
* Connect with Fabian-Pierre Nicolas, Remixt COO, and SmartNews Co-Founder
* Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
* Follow Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
* Connect with WillowTree on LinkedIn
playlist_add
Mar 17, 2023
Bonus Episode: WillowTree's Guide to Adobe Summit 2023
Join Billie and Billy as they discuss their upcoming trip to the Adobe Summit Digital Experience Conference and share their top recommendations for making the most of your attendance. As a Platinum Sponsor at Adobe Summit 2023, WillowTree will provide guided tours on the latest Adobe technology. Swing by and introduce yourself at Booth 806 in the Community Pavilion to explore our demos and sponsored events (spoiler, there will be a bourbon bar and a chance to win a bottle of Pappy Van Winkle!). See you in Vegas, baby!
Not attending Adobe Summit in person this year? No problem. Schedule a virtual meeting with our team prior to the show to learn more about each demo and our capabilities. View our full conference guide here:
https://www.willowtreeapps.com/adobe/summit-2023
playlist_add
Mar 15, 2023
Amplifying Joy and Customer Loyalty feat. Delta’s Courtney Bradley
The average Delta flier takes 22 years to reach Million Miler® status. A lot can happen in two decades and one million miles: our flight patterns shift, our jobs change, pandemics come to pass, and the technology powering the airline industry evolves. And yet, Delta has enabled a smooth ride through such an extended time horizon, building a best-in-class loyalty program and overall customer experience.
Courtney Bradley is Delta’s General Manager of SkyMiles® Engagement and Growth. She’s well acquainted with cult-like consumer bases: Courtney’s resume includes the likes of Nike, JetBlue, and Virgin Airlines. Courtney joins Billy and Billie to explore how her team engineers joyful brand interactions for its diverse consumer base. WillowTree and Delta’s growth experts discuss innovations in growth marketing, like brand partnerships and tech stack evolution, while underscoring the importance of cross-functional collaboration and human-centric communication.
*Hot topics discussed:*
* Which growth marketing metrics and KPIs Delta uses to measure loyalty program success
* Why and when Delta restructured its SkyMiles® and Million Miler® programs — and what strategies and tactics were critical to achieving such massive overhauls
* How Delta engages with (and ultimately delights) consumers across different demographics and behaviors
*Keep the growth going:*
* Read the episode transcription
* Connect with Courtney Bradley, Delta General Manager of SkyMiles® Engagement and Growth on LinkedIn
* Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
* Follow Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
* Connect with WillowTree on LinkedIn
playlist_add
Mar 8, 2023
BeyHive Insights: Improving the High-Demand Ticketing Experience
Bow down, growth fans. It’s time to discuss Queen Bey and the “Renaissance” tour experience. Superfans Billie Loewen, Quin Hicks, Alicia Rose, and Zana Johnson evaluate and reimagine lifecycle marketing for Beyoncé’s global “Renaissance” tour. Together, they explore how a customer data platform (CDP) like Braze might have provided better experiences for ticket buyers.
Before ticket pre-sales launched, ticketing platforms anticipated that demand would exceed available tickets by at least 800%, prompting some superfans to pay thousands of dollars or travel thousands of miles to see the Queen slay. But never fear: we’re not letting price-gauging, poor communication, and subpar experiences break our souls. *
*
*Hot topics discussed:*
* How ticketing platforms can improve the state of ticket sales for high-profile events
* The importance of uncomplicated communication in high-stress situations
* Setting expectations upfront yields better results with users and fans
*Keep the growth going:*
* Connect with Alicia Rose, Growth Manager
* Connect with Quin Hicks, Growth Manager
* Connect with Zana Johnson, Growth Manager
* Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
* Follow Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
* Connect with WillowTree on LinkedIn
playlist_add
Mar 1, 2023
What Makes a Great Leader? feat. WillowTree President Tobias Dengel
WillowTree President Tobias Dengel knows firsthand what it means to be a great leader. Tobias (affectionately called “TD”) earned the #2 spot on Glassdoor’s list of Top CEOs for small-to-medium businesses and was a featured speaker at the Consumer Electronic Show’s VOICE Summit in 2022 and 2023. Before WillowTree, Tobias stewarded strategic partnerships and acquisitions for companies including AOL and Kearney.
Tobias’ forthcoming book, The Sound of the Future, explores how innovations in voice technology will change the way we work at every level and every function, drive down costs, boost productivity, and create entirely new business models.
In today’s episode, Tobias and our hosts explore the complexities — and importance — of committing to and iterating on WillowTree’s core values, especially amid rapid growth. TD shares the use case that inspired the launch of our growth marketing practice, several book recommendations, what excites him most about joining the TELUS International family, and a little teaser on a future episode topic — innovations in voice technology.
Under Tobias’ leadership, WillowTree grew from a three-person app development team to a leading digital product consultancy with 1,200+ “Trees” partnering with iconic global brands. In January 2023, WillowTree became a publicly traded company after being acquired by TELUS International for over $1.2 billion.
*Hot topics discussed:*
* The use case that prompted the launch of WillowTree’s growth marketing practice
* Why getting comfortable and skilled in facilitating difficult conversations is an essential leadership quality
* Which WillowTree core value is Tobias’ favorite — and why
*Keep the growth going:*
* Connect with Tobias Dengel, WillowTree President on LinkedIn
* Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
* Follow Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
* Connect with WillowTree on LinkedIn
playlist_add
Feb 22, 2023
Email Growth Marketing Tactics: Icky or Irresistible? feat. BillyxBillie
What do brands like Zillow, BarkBox, WHOOP, Wegman’s, and Frontier Airlines have in common? They all stand out in the world of in-email and in-app growth marketing tactics. But are they standing out for the right reasons? Find out which growth tactics resonate with consumers and which tactics leave your audience feeling a little… icky. Here, Billy and Billie swipe left or right — and sometimes both — on the stand-out messages landing in their inboxes.*
Hot topics discussed:*
* Unique ways that zero-party consumer data informs personalization, upsells, preferred channels, and frequency
* Why transactional messages (i.e., purchase confirmations and account provisioning) *must* be engineered by a marketing department rather than IT (hint: transactional messages have an 80-90% open rate)
* What small brands have to teach big brands in email marketing voice, intensity, and overall positioning
*Keep the growth going:*
* *Follow **Billie Loewen**, WillowTree Partner & VP of Growth Marketing on LinkedIn*
* *Follow **Billy Fischer**, WillowTree Partner & VP of Business Development on LinkedIn*
* *Connect with **WillowTree** on LinkedIn*
playlist_add
Feb 15, 2023
Out-of-the-(Flower)Box Thinking feat. UrbanStems’ Megan Bailey Darmody
The most popular day for flower deliveries? Here’s a hint: it’s not Valentine’s Day… Find this trivia tidbit and many more growth marketing insights shared by Megan Bailey Darmody, senior director of brand marketing for online gifting company UrbanStems.
Megan, Billie, and Billy explore how proactive communication improves customer satisfaction and loyalty, and how the shifting landscape of supply chain logistics for perishable products impacts long-term marketing strategy. Megan shares her expertise in cross-functional collaboration, data, and insights, and why the best strategy is treating people well.
*Hot topics discussed:*
* How marketers benefit from understanding customer service, supply chain, operations, and logistics — especially in the CPG sector
* The connection between customer acquisition and corporate adaptability, creativity, and agility
* Driving engagement through consumer sentiment analysis, cross-channel content, and delightfully unexpected brand partnerships (cheers to you, Budweiser and Bridgerton)
*Keep the growth going:*
* Connect with Megan Bailey Darmody, UrbanStems Senior Director of Brand Marketing on LinkedIn
* Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
* Follow Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
* Connect with WillowTree on LinkedIn
playlist_add
Feb 8, 2023
Powering the Adobe Experience Platform with WillowTree’s Mike Colombo
The Adobe Experience Platform has the firepower for the most advanced marketing functions the field has ever known. So how do you unlock the power of that platform — and ultimately, derive the greatest value possible? Mike Colombo partners with some of the world’s biggest brands to accomplish exactly that. As Partner and Managing Director of our Adobe Practice at MAARK, a WillowTree Company, he’s an expert in orchestrating brands’ digital infrastructure to amplify customer experiences through the Adobe tech stack.
Mike and Billy explore the three unique pillars underpinning WillowTree and MAARK’s approach to scaling the Adobe platform across enterprises in order to drive high-velocity ROI. And, spoiler alert: the Adobe Experience Platform offers the most comprehensive capabilities set to accomplish exactly that.
*Hot topics discussed:*
* What we’re looking forward to at the 2023 Adobe Summit (hint: it’s much more than an appearance from Shaq)
* How to build microservices, API-first, cloud-native, headless (MACH) architectures for the future using Adobe’s commerce, content, and assets offerings
* Why mapping your infrastructure to a clear customer journey — and moving that infrastructure quickly to market — requires more customization than an out-of-the-box enterprise software solution
*Keep the growth going:*
* Connect with Mike, WillowTree and MAARK at our Adobe Summit session, “How Manulife Drives AUM Through Digital Channels”
* Learn more about the Adobe Experience Cloud in our eBook
* Follow Mike Colombo, Partner and Managing Director at MAARK on LinkedIn
* Follow Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
* Follow WillowTree on LinkedIn
playlist_add
Feb 1, 2023
Leading Through Creativity feat. GoodRx SVP of Marketing Simon Cassels
Ever come across the iconic “Shot on an iPhone” campaign? Yep, Simon Cassels is behind that. In addition to directing one of Apple’s longest-running ad campaigns, Simon has lent his advertising chops to Ring, Amazon, Duolingo, and now GoodRx as the telemedicine platform’s senior vice president of marketing and chief brand officer.
Billie and Simon discuss the need for truth-telling and brand authenticity in an era of burgeoning AI and fear-based marketing tactics that value profit over peace of mind. And as two creative leaders themselves, Simon and Billie discuss how to empower and foster innovation on creative teams, and many more topics. With the Super Bowl — that behemoth of advertising and brand-building — just around the corner, Billie and Simon also explore the lively, ever-changing dynamics between leadership, MarTech, performance marketing, and creative entertainment.
*Hot topics discussed:*
* How diversification of marketing channels can lead to fragmentation in advertising
* Which methods and media can most effectively communicate ideas to a wide variety of audiences that range from advertising executives to cross-disciplinary digital product teams
* Why creativity and consumer empathy drive revenue and brand loyalty
*Keep the growth going:*
* Follow Simon Cassels, GoodRx Senior Vice President of Marketing and Chief Brand Officer on LinkedIn
* Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
* Follow WillowTree on LinkedIn
playlist_add
Jan 25, 2023
2023 MarTech Predictions with WillowTree’s Billie Loewen & Billy Fischer
Sure, January has nearly come and gone (thank goodness…), but there’s still plenty of time left in the year to incorporate these emerging MarTech trends into your growth marketing strategy. On the heels of CES 2023, growth marketing experts Billy Fischer and Billie Loewen share the digital products that drove the most buzz at the most influential tech event in the world and dive deeper into their predictions and recommendations for the year ahead.
From facilitating more co-branded partnership experiences to restructuring and revitalizing your brand’s loyalty program to anticipating big-name mergers and acquisitions, there are a lot of exciting developments in store for the rest of 2023.
*Hot topics discussed:*
* Why brands will need to demonstrate ROI of COVID-driven digital investments, and sooner rather than later
* How recent conversations around social media regulation might inspire changes in influencer marketing tactics
* The increasing impact of emotionally- and ethically-driven brand loyalty
* Billy’s favorite digital products and experiences from CES 2023, where WillowTree unveiled its new Voice Innovation Team
*Keep the growth going:*
* Read the episode transcription
* Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
* Follow Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
* Follow WillowTree on LinkedIn
playlist_add
Jan 18, 2023
How to Get a Job in Growth Marketing feat. WillowTree VP Billie Loewen
Hungry to solve sticky problems, drive business outcomes, and learn the latest technical skills? Growth marketing might be the career for you, as our host and growth expert Billie Loewen explains. Here, Billie explores the skill sets and mindsets she seeks in growth marketing candidates, including familiarity with growth- and marketing-specific frameworks, analytics and measurement tools and tactics, overall product and user experience, and many more. So brush up on those interviewing skills, growth job seekers: we’re hiring!
*Hot topics discussed:*
* How experience in business environments ranging from agencies to nonprofits helps upskill growth marketers
* The value of cross-functional skills and tactics like HTML, SQL, A/B testing, journey mapping, writing use cases, and more
* Curriculum from programs like Reforge and Khan Academy to help you brush up on a wide variety of growth-related skills
*Keep the growth going:*
* Read the episode transcription
* Follow Billie…
playlist_add
Jan 11, 2023
Avoiding Common CRM and CDP Pitfalls feat. WillowTree’s Rebecca O’Connor
What do marketing teams at Fortune 1000s and local nonprofits have in common? A lot, if you ask WillowTree growth marketing expert Rebecca O’Connor. Large and small shops alike have to demonstrate ROI and stay current with rapidly changing capabilities of software such as customer relationships management (CRM) systems or customer data platforms (CDPs).
Rebecca joins the podcast to explore solutions for such cross-industry challenges facing growth marketers as well as CRM and CDP users. (Bonus: many of Rebecca’s recommendations are easily implemented and widely available.) She and Billy explore the power of effective preference centers, why real-time data benefits content strategy, marketing *and* communications, and how Rebecca’s unique background in Latin American policy analysis jump-started her growth marketing career.
*Hot topics discussed:*
* How to honor and leverage a customer’s “gift” of zero-party data
* Key features for some of our favorite, constantly evo…
playlist_add
Dec 21, 2022
Looking Ahead to MarTech Trends of 2023 feat. BilliexBilly
Add another celebration to your holiday circuit, as we mark our 25th Room for Growth episode this week! Our hosts Billy and Billie share their MarTech resolutions for 2023 and reflect on what we learned in 2022.
We’ll discuss how even amid unprecedented layoffs in the tech sector, brands should nonetheless invest in marketing strategies to deliver on — and exceed — customer expectations. That happens when companies get crystal clear on their “North Star” metrics and how those impact ROI. And (hint hint…), all that hard work all happens in Q1.
*Hot topics discussed:*
* Consumers’ rising expectations for digital experiences in 2023
* Tech’s evolving labor market and economic impact
* The power and potential of AI-generated content — are we scared or stoked?
*Keep the growth going:*
* Read the episode transcription
* Follow Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
* Follow Billy Fischer, WillowTree Partner & VP of Business D…
playlist_add
Dec 14, 2022
Telling Joyful Stories feat. Wicked Kitchen’s VP of Marketing Jeff Tang
Grocery shopping is one of Jeff Tang’s favorite past-times. As VP of Marketing and Revenue Generation for the plant-based food startup Wicked Kitchen, it’s a “lost art” that offers a window into the way CPG companies and consumers think. And, it’s one way that brands can build authentic connections with consumers — a strategy that underpins Jeff’s human-centric approach to digital marketing in the quick service retail (QSR) space.
As a former Emmy-winning journalist who cut his marketing chops at General Mills and Clif Bar, Jeff believes marketing must fulfill consumers’ functional, social, and emotional needs first. He joins Billie and Billy to explore global customer acquisition in the vegan food space, how a meaningful founder story can spark a startup’s growth, and (perhaps most notable for our vegan-curious, sweet-toothed listeners) where you can find Wicked Kitchen’s vegan ice cream that Jeff claims will change your world.
*Hot topics discussed:*
* The cr…
playlist_add
Dec 7, 2022
Demystifying Customer Data Platforms feat. mParticle CEO Michael Katz
The customer data platform (CDP) space is crowded and confusing. Do CDPs drive ROI? Will they even be relevant in five years? (Spoiler alert: The answer to both questions is “Yes, and…”) This week, mParticle CEO Michael Katz brings clarity to what’s become a controversial topic in the technology space. At its core, mParticle is a CDP that gathers data across diverse sources and organizes that into individual profiles to inform audience segmentation, custom attributes, marketing redeploys, and more.
Before Michael launched and grew mParticle, he founded InterCLICK, an advertising technology company that grew revenue by 7x in two years, went public, and was sold to Yahoo for $270 million. At one point, Michael was the youngest CEO on Nasdaq. Hear Michael’s leadership lessons, and how in spite of all of his entrepreneurial pursuits, he still manages to read a book a week. As Michael says, “It’s all interconnected.”
*Hot topics discussed:*
* The cyclical nature of the…
playlist_add
Nov 30, 2022
Voice for Authenticity feat. Author and Hollywood Speech Coach Samara Bay
The six different “likes” in the English language each have a functional purpose, explains speech and dialect coach Samara Bay, whose A-list clientele includes the likes of (ahem…) Rachel McAdams, Pierce Brosnan, Gal Gadot, and Keegan-Michael Key. For Samara, identity and voice are intertwined. Her work asks listeners to reimagine what we think strength, warmth, power, and passion sound like in settings that include the boardroom, big screen, campaign trail, and beyond.
Samara’s forthcoming book Permission to Speak discusses voice standards and stories, historical biases, and how to establish ownership of our own voices. With Billy and Billie, she explores how to bring passion and joy into authentic messaging and public speaking, dialing up or down the energies, we bring into a room or marketing tactic. Samara also shares her experiences as a young actor and mentor for women that have shaped her approach to speech coaching. Grab some tea with honey to go along with this episod…
playlist_add
Nov 23, 2022
The B2B Digital Revolution feat. AB InBev’s Jason Lambert
Jason Lambert, VP of Beyond Labs and BEES at AB InBev, thinks of a customer data platform (CDP) as a circulatory system: it powers the instantaneous flow of data to all business functions. It’s not the “perfect” metaphor, he says, but it does summarize the impact of a platform that’s become a buzzword for marketers.
Part of Jason’s role at the largest and oldest brewing company in the world involves a few more buzzwords that we can definitely get behind — empowerment, transparency, and inclusivity within the B2B e-commerce space. With over 500 iconic brands and 10 million small-to-medium-sized businesses (SMB) in the AB InBev portfolio, Jason wants to solve pain points and elevate the experiences of these worldwide retail partners.
Enter BEES: it’s a B2B e-commerce and SaaS platform co-created by AB InBev and Ambev that is reinventing the digital ecosystem for retailers through highly personalized reward and loyalty programs, expanded portfolio visibility, flexible fulf…
playlist_add
Nov 16, 2022
Food is Fun feat. White Castle CMO Lynn Blashford
What drives the deep craving for a White Castle burger? Why do “Cravers” wait in line for hours, even days, before the opening of a new location? And how has the 101-year-old, family-owned hamburger chain — the first in America — facilitated collabs with the likes of PUMA and Wu-Tang Clan? For chief marketing officer Lynn Blashford, it’s a marketing special sauce that drives the brand to reach new heights in quick service retail (QSR) locations in the Midwest and coast-to-coast go-to grocery markets.
Lynn and Billy discuss the niche, nuanced definition of a “cult-like” brand, the importance of trial-and-error in building loyalty programs, and how White Castle has among the lowest employee turnover in the industry. A word for the wise before you start this episode: make sure you have a Crave Case nearby or a slider heating up in the microwave. You’ll definitely be craving one by the end of this delectable episode.
*Hot topics discussed:*
* Bringing your brand to new…
playlist_add
Nov 9, 2022
Always in Experimentation Mode feat. Amazon Music's Ashley Elleby
Ashley Elleby wants Amazon Music to differentiate rather than duplicate. As Global Head of Lifecycle Marketing at Amazon Music, she drives customer awareness of and engagement with the retailer’s ad-free and unlimited music streaming platform for Prime members. It’s a tall order, but as Ashley discusses, her bias toward action comes with a big reward: it’s the same “no fear” mindset she had as a college athlete, engineering student, MBA grad, fashion founder, former Google marketer, and mentor for underrepresented communities in tech.
We’ll explore how Ashley helps Amazon Music surprise and delight its customers amid the cacophonous, competitive landscape of music streaming services. We discuss metrics to determine customer LTV, the benefits of speaking the language of engineers, marketers, and executive leadership, and how to hit the mute button on all of our annoying internal “What ifs?”
*Hot topics discussed:*
* Balancing customer personalization with corporate…
playlist_add
Nov 2, 2022
Rule Number 1: Don’t Be Creepy feat. BilliexBilly
Ever get the feeling that Instagram is listening to you? It might be — or it might not. In the words of one of our favorite Facebook relationship statuses, it’s complicated. Here, our experts explore how customer data platforms (CDPs) can take out the “ick” factor for brands in search of more personalized, automated customer experiences.
Guided by the use cases proposed in the MarTech article “19 CDP Use Cases That Can Annoy or Engage Your Audiences,” Billie and Billy break down when marketing and re-marketing tactics are creepy vs. cool, and when they’re annoying vs. appreciated. We’ll explore how to take the pushy out of push notifications, the differences between CDPs and CRMs and CEPs, and examples of when location tracking works like gangbusters — or when it breaks up the party. Let’s not make it weird, k?
*Hot topics:*
* The power of content to change intent
* How investing in a CDP is like building a house
* Which brand Billy recently bought a shirt…
playlist_add
Oct 26, 2022
Web3 is a Vibe feat. Serial Entrepreneur David Leiberman
For David Leiberman, Web3 and music share more similarities than differences. Notably, they connect, empower, and inspire. That’s at the core of the three chart-topping apps that David launched with co-founder Sammy Rubin: the kids’ music and illustration app Mibblio, short-form video creation, and editing platform Triller, and Disney Karaoke: Frozen (no explanation needed). Here, David reveals how he and co-creator Sammy Rubin’s products garnered accolades like the highest-grossing app in 100 countries and a surprise feature in the iOS App Store. Hint: it involves a little bit of marketing magic.
Now, David’s about to launch another big product: Console.xyz. Think next-gen Discord — a chat platform designed for decentralized Web3 and NFT communities that puts data ownership back in the hands of the individual. Did we just hear a collective gasp from growth marketers everywhere?
Topics discussed:
* The best Web3 definition we’ve ever heard
* The marketing brilliance…
playlist_add
Oct 19, 2022
Burning Questions feat. Billie Loewen and the WillowTree Growth Team
What happens when you get 60 lifecycle marketers together in one room? Find out in this week's episode that offers a rare window into the energetic and talented team that makes up WillowTree’s Growth Marketing practice.
In our first segment, "Cool Sh*t Stories," two teammates discuss dating app messaging qualms and QSR client work.
In our second segment, "Burning Questions," the team launches rapid-fire questions to Billie, which she answers with quintessential candor.
It's spicy. It's entertaining. It's worth a listen.
*Topics Discussed:*
* Is content really king?
* The difference between growth marketing and other areas of marketing
* How organizations should be thinking about growth skillsets and new hires
* Billie’s dream brand engagements (we’re looking at you Delta and Sephora)
playlist_add
Oct 12, 2022
Growth Marketing Master Class - Holiday Guide 2022
We know that the upcoming Fall and Winter holidays are the Olympic games of marketing. Today’s episode is a special gift from Billie and Billy to our listeners.
Billie and Billy’s sage advice will guide 2022 holiday campaigns, aid in decision-making, and suggest incredibly intentional messaging and frequency choices. ‘Tis the season for smashing success.
*Warning for parents with small children and hyper-intelligent pets: episode contains spoilers about Santa Claus.
*Topics Discussed:*
* Billie’s holiday 2022 trend predictions
* Quality over quantity: how to be intentional about holiday messaging
* The importance of good data hygiene
* Testing your holiday campaigns
playlist_add
Oct 5, 2022
Getting Gritty feat. WillowTree's Caitlin Watson
Being both a beloved people manager and a lifecycle marketing visionary is a major balancing act. How do we find the balance? Our guest this week, WillowTree’s Associate Growth Director Caitlin Watson shares her secret: it’s all about grit.
Growing up in Philadelphia and being raised by two "gritty" individuals shaped how Caitlin sees the world and approaches her varied roles as a marketer and manager. We discuss how this same learned characteristic of grit can make us better marketers and extend to our everyday lives outside the workplace.
Listen to learn more. And let us know what you think.
Topics Discussed:
* How a gritty mindset can push brands to experiment, fail, learn, and try again
* Moving through ambiguity, incomplete data, and subjective creative work with resilience
* How to stay focused on "outcomes" and "strength of ideas" without being a jerk—and how to coach teams and brands to do the same
* Frameworks for judging the impact of campaigns in subj…
playlist_add
Sep 28, 2022
Celebrating Strategy Season feat. WillowTree’s Jarrod Cady
In today’s episode, we discuss all things strategy with our guest, Jarrod Cady, SVP of Commercial Strategy and Operations at WillowTree. Jarrod has been crowned "The King of Frameworks," for decision-making, analysis, and communication. He sits at the intersection of go-to-market strategy, business development, and delivery and brings a strategic perspective to WillowTree clients' businesses at every step of the customer journey by imaging what is possible and delivering a strong point of view on how to execute.
Jarrod is a trusted advisor to clients and executives alike, and this episode gives a glimpse of what it’s like to work with him. If you’re looking to overhaul your commercial or engagement strategy, use this conversation as a starting point. And if you’re going to take anything from this episode, let it be Jarrod’s advice to make friends with the people who can help you intimately understand the entire picture of the business that you're running or a part of.
Did t…
playlist_add
Sep 21, 2022
Nurturing Your Network feat. Braze’s Matt McRoberts
Why does “networking” get such a bad rap? This week’s guest, Matt McRoberts, SVP of Global Alliances at Braze — one of our favorite partners at one of our favorite platforms — explores why too many of us are “fair-weather networkers,” leveraging our contacts only when we need something. Matt shares a better, more consistent approach — cultivating and connecting with our professional communities and customers digitally and in person aiming for authentic, win-win relationships.
Matt is one of the OG Braze employees — starting way back when Braze was still Appboy — and has watched the platform grow into a publicly-traded company and a leading provider of automated and personalized omnichannel messaging.
In his role, Matt oversees the ecosystem strategy at Braze focusing on technology integrations, regional reselling, and channel development as well as partnerships with MSPs including GSIs, consultancies, and agencies. All of the above is ultimately about relationship…
playlist_add
Sep 14, 2022
“Growth Marketing Master Class - “Is it Time to Overhaul Our Loyalty Program?”
It’s that time of year: Q4 is typically when brands set their vision for the coming year and take a hard look at their loyalty programs. Is it time for an overhaul?
Billie and Billy dive into the reasons why it may or may not be the right time to shake things up. Whether trying to regain market share, revisit your tech stack, or re-examine how loyalty programs play out across various platforms, this episode is all about unlocking an exceptional personalization and omnichannel strategy around loyalty.
Topics Discussed:
* Artificial boosts in loyalty metrics observed during Covid lockdown
* How loyalty plays out across multiple tech platforms versus a single choice
* What consumers care about in a loyalty program
* The value of in-person loyalty experiences, especially for point of sale
* How to design CDP architecture for loyalty program strategy
playlist_add
Sep 7, 2022
The Future of Digital Analytics feat. Industry Leader Adam Greco
We had the pleasure of speaking with an analytics industry veteran, Amplitude product evangelist, and author of the definitive book on Adobe Analytics, Adam Greco. Joining Billie and Billy for their deep dive with Adam is a special co-host, Jeremy Stern, who leads our Analytics practice at WillowTree.
In this episode, you’ll hear about Adam's decision to leave his role in consulting to become a product evangelist for Amplitude and his insights on how product and marketing teams can increase collaboration. Adam also does some vision casting, predicting a massive convergence of digital analytics platforms in the future. Whether you’re just starting out in analytics or leading a large product team, this episode is an invaluable resource.
*Topics Discussed:*
* Product Analytics vs. Marketing Analytics
* The rise of the Product Team, and what’s driving this organizational shift
* How Amplitude is leading the way in analytics tooling
* Adam's recommendations for building the…
playlist_add
Aug 31, 2022
Redefining Success feat. Author and CEO Tim Schurrer
From singer-songwriter to author-CEO? In this week’s episode, Billie and Billy speak with Tim Schurrer of David Novak Leadership, and unpack his untraditional career path, exploring the ways that failure shapes us and the benefits of servant leadership.
Tim's book, The Secret Society of Success: Stop Chasing the Spotlight and Learn to Enjoy Your Work (and Life) Again, reframes what it means to be successful. Sharing powerful stories from CEOs (Apple’s Tim Cook and Ford’s Alan Mulally), all-star athletes (LeBron James), and cultural icons (Fred Rogers), Tim teaches readers how to capture meaningful and sustainable success by joining what he calls The Secret Society—a community of people who know how to make an impact, whether or not they have the spotlight.
Can't get enough of Tim? Grab a copy of The Secret Society here, or check out his podcast, Build a Winning Team.
Topics Discussed:
* Billie and Billy’s distinct leadership styles as seen through the lens of WillowTree…
playlist_add
Aug 24, 2022
Intentionally Transparent Marketing feat. Ohio Liquor's Lorraine Terry and Kristen Castle
This week we are joined by Kristen Castle and Lorraine Terry, two talented marketers from WillowTree client Ohio Liquor—a public-private partnership that helps promote safe consumption of liquor in the State of Ohio. Kristen and Lorraine share how OHLQ creates stellar marketing experiences while safely promoting the sale of high-proof liquor products and directing profits toward statewide economic development.
In this episode, Billie reveals how OHLQ achieved record-high performance rates (in terms of click-through, engagement, and attribution) and OHLQ discloses its unique tech stack. Our liquor experts also share their go-to cocktail and mocktail recipes. Meet us at the bar for an educational and “spirited” fifty minutes of marketing insights.
Topics Discussed:
* The changing landscape of spirits marketing
* The increase of marketers intersecting with company operations
* Learning customer preferences to prioritize and personalize messaging
* The value of adding touc…
playlist_add
Aug 17, 2022
Growth Marketing Master Class - “What Platform Do We Implement First?”
Billie and Billy are trusted advisors to some of the most influential marketing and IT professionals in the country, and they hear the same questions time and again. In each Growth Marketing Master Class segment, they’ll dig into these burning FAQs, offering guidance, industry expertise, and a little attitude.
For our inaugural Master Class segment, we’re tackling the single MOST frequently asked question: Is there a “right” order of operations for platform implementation, and if so, what comes first? The answer may surprise you.
If you have a burning question that you want Billie and Billy to answer, email us at roomforgrowth@willowtreeapps.com. In the meantime, grab a pen, because Billie and Billy are about to drop some serious knowledge.
Topics Discussed:
* The “right” order of platform selection and implementation
* Do I need a CDP?
* Billie’s current favorite customer engagement platform
* The impact of messaging on conversion goals
* When to start with…
playlist_add
Aug 10, 2022
Creating Digital Bidding Experiences feat. LiveAuctioneers’ Phil Michaelson
The most powerful digital platforms are ones that effectively capture a live, real-world experience.
That’s exactly what this week’s Room For Growth guest, Phil Michaelson, has done as CEO of LiveAuctioneers, a digital auction house solution for buying and selling one-of-a-kind treasures.
Translating the fast and furious experience of a live auction into web and mobile is complex, but Phil credits the success of the platform to a strong, cross-functional team that includes research, design, product, and advanced analytics.
Throughout the pandemic, consumer interest in estate sales has grown exponentially, and Phil joins Billie and Billy to discuss how his team examines search data and recent trends to reach this growing market and compete with analog auction experiences. As a long-time entrepreneur, Phil is always thinking about the best channels to leverage and how to fulfill user needs on both sides of the marketplace.
From jewelry to gazebos to knights in shining armor to Da…
playlist_add
Aug 3, 2022
Transactional vs. Emotional Brand Experiences feat. Hanesbrands’ Alvin Chow
How can a company drive growth and become a differentiator through brand positioning? Exceptional branding has the power to impact top-line KPIs, increasing revenue and customer engagement across both traditional and digital media.
This week we spoke to Alvin Chow, VP of Global Brand Marketing at Hanesbrands Inc., about all things brand. Before his current role, Alvin worked for other powerhouse brands such as Coke, Nike, and McDonald’s. Fun fact: you can thank him for the existence of indulgences like the McFlurry and McGriddle.
To Alvin, an exceptional brand creates a rockstar proposition, consistent global experience, and an emotional connection with consumers. Billie and Alvin discuss how brands can shift from transactional to emotional relationships, as well as the challenges of balancing acquisition and retention efforts and measuring awareness-level KPIs through traditional media.
Connect with Alvin Chow on LinkedIn here.
Topics Discussed:
* The importance of having a C…
playlist_add
Jul 27, 2022
Starting with Problem Over Platform feat. WillowTree’s Margo Bulka
Traveling and learning about communities across the globe helps this week’s guest Margo Bulka better understand how people interact with technology—and she uses that perspective every day in her role as WillowTree’s Product Strategy Director to envision best-in-class digital experiences.
Billy and Billie share their insights on the current crowded ecosystem of MarTech, and how many companies fall into the trap of choosing a platform to grow their digital product before fully understanding the perspective of the user. To prevent WillowTree’s clients from making this understandable misstep, Margo employs a lean "Jobs to Be Done" process to fully understand the problems that users have and how they can use the digital product to solve them. Spoiler alert: getting in front of users and learning about their problems doesn’t have to be a big, long cycle.
Margo also recalls from her travel experience the dominance of super apps in the eastern hemisphere, and how functionality cons…
playlist_add
Jul 20, 2022
True Brand Love with Hardee’s and Carl’s Jr. feat. CKE’s Jason Seeley and Apryl Felver
Airline miles, hotel points, fast food stars—no matter what industry you’re in, loyalty programs play an important role. Taking your brand’s loyalty program from “earn and burn” to “true brand love” is no easy task, but this week’s guests from CKE Restaurants—the parent company of the beloved Hardee’s and Carl’s Jr. QSR brands—have built an impressive track record of brand love and loyalty.
Jason Seeley, Sr. Director - Digital Strategy and Integrated Technology at CKE Restaurants, and Apryl Felver, Director of Loyalty and CRM, launched a revamped rewards program for CKE Restaurants in 2022, moving from concept to live in just nine months. Along the way, they learned directly from their consumers how to create a loyalty program that would exceed expectations and differentiate their brands with unique campaigns, including partnerships with Fandango for the recent release of Jurassic World: Dominion. While taking the burden off restaurant operators by expanding fe…
playlist_add
Jul 13, 2022
Shifting Dynamics in Publishing feat. Penguin Random House's Anne Bono
If you’ve purchased a book in the past 10 years, chances are you’ve picked up a product made by Penguin Random House. On this week’s episode of Room for Growth, Penguin Random House’s Director and VP of Growth Marketing, Anne Bono joins the podcast to share insights from her 20+ years of gutsy, fascinating experience as a “homegrown” marketer.
Anne discusses how being an early adopter of marketing channels has given her a wide range of experience across industries, leading to her current responsibility of growing the Penguin Random House (PRH) brand. She explains how PRH stood up as a direct-to-consumer arm during the pandemic, and how they use customer data to make product recommendations based on niche interests. As a Latina and a member of the LGBTQIA+ community, Anne is deeply passionate about how organizations take action to include underrepresented identities beyond window dressing, and she gives candid advice on how marketers can own it when they make mistakes in th…
playlist_add
Jul 6, 2022
Automated Marketing for Live Sports feat. WillowTree's Alyssa Baker
*Fan experience is top of mind for any marketer involved in the sports world, but very few brands have nailed the strategy and execution of omnichannel fan engagement in live sports. In the pilot episode of Room for Growth, Billie and Billy are joined by WillowTree Growth Manager Alyssa Baker to talk about her experience managing touchpoints such as email, push, and in-app notifications to engage NCAA fans throughout the March Madness tournament. Alyssa shares how her team balanced a hybrid of manual and automated messaging, controlled notification frequency, and adjusted their strategy based on how fans responded to the broader context of the tournament.*
*Connect with Billie on LinkedIn: **Link*
*Connect with Billy on LinkedIn: **Link*
*Connect with Alyssa on LinkedIn: **Link*
playlist_add
Jun 1, 2022
Room For Growth - Trailer
Join hosts Billie Loewen and Billy Fischer for a deep dive into growth marketing. WillowTree experts discuss the latest news and topics in lifecycle marketing, chatting with a wide array of guests including colleagues, client-partners, and industry thought leaders. Let's grow!
playlist_add