How do you build trust with an untapped consumer segment? | Matthew Mazzone, Chief Creative Officer, LSKR

How do you build trust with a consumer segment your brand has never tapped?

In this episode of Straight to Voicemail, Rachel Elsts Downey connects with Matthew Mazzone, Chief Creative Officer at LSKR and a former campaign strategist. His work blends political storytelling with brand-building for major consumer brands, always with a focus on real connection over surface-level hype.

You’ll learn:

• Why trust is your brand’s biggest growth lever
• How to connect with untapped consumers 
• What creative teams can learn from campaign trail storytelling

Jump to the conversation:
(00:00) Why Matthew Mazzone focuses on building trust
(00:36) Why resonance matters more than disruption
(01:09) Matthew’s business philosophy to persuade audiences toward action
(01:26) How emotional connection drives tangible results
(01:41) Why emotional connection is the most effective path to action
(01:58) The rarity of genuine connection and lessons from influencers
(02:35) The core principle at LSKR
(02:41) The importance of values alignment
(03:51) Building campaigns that reflect the people you want to reach
(04:00) The ultimate goal of building genuine connection and trust

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.