In this episode, Katherine Turnoff talks with Dipti Kachru, CMO, Broadridge Financial Solutions, about the shift from marketing to millions in B2C to marketing to hundreds or thousands in highly targeted B2B, which requires finding senior operations and technology leaders in the right context for complex, high-consideration purchases.

Guest Quote:

“And what's interesting about the world of B2B is you're no longer selling to one person. You're actually selling to buying groups. And so we've got to think about the personas in the buying group in terms of are they actual decision makers? Are they users? Are they influencers? And what role are they actually playing in that sales process that we often are helping support, enable, or make faster.”

[01:34] Alchemy Unveiled
From scale to precision: Dipti shares how moving from millions of consumers to hundreds of B2B buyers reshapes targeting, messaging, and channel strategy — and why context and timing matter more than reach.

[18:03] From Nuggets to Campaign Gold
Look past the dashboard: Dipti explains why vanity metrics can hide the real story, how psychographic insight changes campaigns, and what happens when marketers follow engagement signals instead of impressions.

[23:27] Gold Rush Round
What data can’t replace: Dipti reflects on the limits of impressions and CTRs, the role of empathy in marketing, and why understanding the business is the modern marketer’s real edge.

Connect with Katherine: https://www.linkedin.com/in/kathrynturnoff/
Connect with Dipti: https://www.linkedin.com/in/kachru/
Learn more about Broadband Financial Solutions: https://www.linkedin.com/company/broadridge-financial-solutions/

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In this episode, Katherine Turnoff talks with Meg Douglass, VP of Marketing at Tonal, about brand as a living conversation shaped by audience signals. They discuss real-time data, experimentation, community-driven momentum, and why some “rules” should be broken.

Guest Quote:

“ One of my old coworkers said that brand is a shared hallucination between a customer and a business, and really brand is everything in that conversation. All of the experiences, all of the touchpoints and all of the signals that you're getting from your audience about that brand evolves over time because of the audience, because of the usage, because of the signals they're getting. Brand is data to some degree.”

[01:51] Alchemy Unveiled

Brand is a conversation: Meg shares why brand is shaped by audience signals across experiences and touchpoints — and how resonance and stickiness show up beyond traditional metrics.

[12:33] From Nuggets to Campaign Gold

Break the rules to break through: A logo-placement experiment challenges “best practices,” reinforcing that storytelling and judgment sometimes matter more than rigid frameworks.

[18:52] Gold Rush Round

Signals that matter: Meg shares what she’s learning from social communities, what she’d automate to free up brainpower, and what member language signals real brand health.

Connect with Katherine: https://www.linkedin.com/in/kathrynturnoff/
Connect with Meg: [https://www.linkedin.com/in/megdouglass/
Learn more about Tonal: https://www.linkedin.com/company/tonal-strong/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode. Kathryn discusses finding the right person, at the right time, with the right message with Greg Licciardi,  Professor of Marketing and Vice President of Partnerships at ANA. The discussion covers the impact of AI on marketing, useful tactics and innovative case studies from brands like Wendy's, e.l.f., and Harry's.

Guest Quote:

•  ”Marketing is moving at breakneck speed with all the new technologies coming in and AI. Marketers need like a north star, a framework to guide them through this complex time we're in.”

Episode Breakdown:

[02:21] Alchemy Unveiled: The Holy Grail of Marketing

The Holy Grail of Marketing includes the five Rs: right person, right time, right message, right outcome, right environment.

[28:10] From Nuggets to Campaign Gold: Case Studies in Creative Targeting

Greg shares a case study that demonstrates how small behavioral signals, testing in real time, and a willingness to pivot can turn early campaign learnings into breakthrough performance gains

[35:55] Gold Rush!

Reach is the most overrated marketing metric. Spray and pray is not the right approach.

Links & Resources:

Connect with Kathryn

Connect with Greg

Learn more about Deluxe

Check out Holy Grail of Marketing

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