Why a Personal Touch Matters More Than Ever with Ritu Kapoor and Julie Ginn, CMO and VP of Demand Gen at Lob

This episode features a special double-feature conversation with Lobs’s Chief Marketing Officer, Ritu Kapoor, and Vice President of Demand Generation, Julie Ginn. Ritu is Lob’s first CMO but is no stranger to leadership roles, having worked in higher levels at several SaaS automation leaders. Julie has more than 20 years of experience in the technology industry, with a specialization in demand generation and marketing operations.

On this episode, they discuss the latest research in direct mail marketing, share their favorite experiential marketing campaigns, and talk about what makes a campaign and website outdated.

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“[Personalization] is like going back to experiential marketing. Being able to have these small events and really immerse the customer in your brand by giving them an experience that they want to talk about with their friends and want to talk about on social, because these large events at this point are going out.” - Ritu

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Episode Timestamps:

*(2:00) - Ritu and Julie’s Roles at Lob

*(5:00) - Segment: Trust Tree

*(9:18) - Lob’s Go-To Market Structure

*(15:46) - Segment: The Playbook 

*(25:10) - Using Experiential Campaigns for Engagement 

*(26:49) - Outdated & Oversaturated Campaign Techniques

*(33:04) - What Makes Personalization Work

*(34:43) - Stop Thinking of Your Website as Static

*(36:30) - Segment: The Dust-Up

*(38:10) - Segment: Quick Hits

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Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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Links

• Connect with Ritu on LinkedIn
• Connect with Julie on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Lob
• www.caspianstudios.com

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