Guest speaker: Laura Trotter
This episode features an interview with Laura Trotter, Chief Marketing Officer USIS at Equifax. She is a senior marketing professional with over 20 years of experience in high-tech, big data, analytics, and life sciences industries. Prior to joining Equifax, Laura led marketing efforts for Accurate Background, Jama Software, and WebMD Health Services.
Episode summary
In this episode of Good Data Better Marketing podcast, Laura Trotter, Chief Marketing Officer USIS at Equifax, discusses the uncertainty of the macroeconomic environment, organizational alignment, and the dangers of attribution.
Key takeaways
It’s often assumed that there is a shared sense of understanding of the responsibilities and workflows in an organization. But when dealing with a broad set of products and solutions, that isn’t always the case. It’s critical to have alignment of priorities so customers and teams have enablement of the products and solutions.
Relying on attribution software is important, but it’s missing the human element of customer interaction that may not show up in a digital touchpoint. If you want a 360 view of your customer and their needs, you need to have conversations with them as well.
A key predictor of success in a marketing campaign is alignment. It’s important to have buy-in from your stakeholders and a feedback loop from your sales team to understand what customers are excited about.
Speaker quotes
“Many companies, Equifax included, have moved to a multi-touch attribution model, which of course is a smart thing to do. However, it would be a mistake to look at only the touches that are measured in a multi-touch attribution report and think that those are the things that matter the most. Because, you're missing all of that really top of funnel, earned media conversations with customers or prospects that don't show up in a digital touch. You need to remember that if it doesn't show up on a digital journey, it doesn't necessarily mean it's not important.” – Laura Trotter
Episode timestamps
Episode Timestamps:
*(02:40) - Laura’s career journey
*(06:39) - Trends in the customer experience journey at Equifax
*(17:21) - Challenges in the customer engagement journey at Equifax
*(26:07) - The dangers of relying on attribution software
*(36:00) - An example of another company doing it right with customer engagement (hint: it’s Delta and Starbucks)
*(37:43) - Changes in customer experience in the next 6-12 months
