How Creativity Drives Marketing Execution With Intuit Mailchimp's CMO Michelle Taite
Mailchimp’s mission and vision is to empower the underdog, which requires some unconventional thinking.
In the latest episode of The Speed of Culture podcast, Intuit Mailchimp CMO Michelle Taite joins Suzy founder and CEO Matt Britton to discuss what makes Intuit MailChimp unique, how to create a fantastic brand experience, and how to build an authentic and thriving community.
Taite is responsible for the business’s global end-to-end brand, acquisition, performance, product and lifecycle marketing activities. She was the driving force behind the relaunch of QuickBooks, which included integrated campaigns like “Backing You” with Danny DeVito and “Happy Business” with Annie Potts and Cobra Kai’s Martin Kove, before she joined Mailchimp.
“Not just thinking about the work that you create but also about the skill sets that you bring into your marketing team is really important as you think about that dynamic between performance and creativity.”
Throughout her career, she’s built global brands through business model transformation, product innovation, market research and integrated strategic campaigns. She has led breakthrough communication for brands including Unilever’s Dove, Axe and Magnum Ice Cream. Before Unilever, Michelle handled product design for women’s shoes at New Balance.
Key Takeaways
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04:48-5:55 — Working with Intuit Mailchimp: MailChimp’s mission and vision are to empower the underdog, encouraging ambitious start-ups to pursue their goals. MailChimp adopts b-to-c marketing strategies for b-to-b businesses, rather than performance-based marketing, for better results.
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06:29-07:28 — B2B marketing distinctions in brand building: In b-to-b marketing, you serve numerous customers by making the right connections and staying true to the benefits you provide. In today’s world, where people are stuck to their phones 24/7, the right content can create these connections.
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07:38-13:33 — Creating customer connections: Provide the best value in terms of product functionality. This supports your customers in their business growth journey. Also, provide personalized content. In a world heading toward a cookieless experience, personalized content tailored to your customers’ needs is key to creating connections.