Building and Optimizing Marketing Databases with Lauren Ryan of Coastal Consulting

On this episode, Katya Allison welcomes Lauren Ryan, Founder and Chief Marketing Nerd of Coastal Consulting, to explore advancements in marketing through effective database management, and the synergistic use of HubSpot and Salesforce. Lauren offers her expertise on the transition of marketing strategies to a data-centric model, underscoring the essential role of technology in achieving targeted customer engagement.

Key Takeaways:

(07:00) How businesses are moving towards marketing that speaks directly to what people want, inspired by big online stores.

(08:40) Using HubSpot to help companies understand which marketing actions are making money.

(11:08) How to create a strong marketing database by balancing time, tests and budget.

(14:00) Lauren stresses the importance of adhering to laws that keep customer information safe, like GDPR and CAN-SPAM.

(17:06) Tips on how to reconnect with customers who've stopped engaging and improve email marketing effectiveness.

Resources Mentioned:

Lauren Ryan

Coastal Consulting

HubSpot Salesforce Integration

GDPR Compliance Guidelines

NeverBounce

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#Marketing #Branding #Advertising #SocialMedia