In this episode, Kathryn speaks with Liz Teran, Chief Marketing Officer at Owlet Baby Care, discussing how to market to a rapidly changing addressable market with very short buying cycles. Liz shares her insights into leveraging both quantitative and qualitative data, as well as how they tweak their messaging to accommodate for different mindsets throughout the buyers’ pregnancy journey.
Guest Quote:
- “Owlet has one of the largest infant health data sets in the world. so this is really exciting. We're just getting started, but there's so many opportunities for us to use that information to, you know, empower parents further to just delight them in their product experience. For example, things we're talking about but haven't implemented yet, might be like, ‘Oh, we can see that your baby woke several times last night. It looks like you had a rough night, mom. You know, here's a Starbucks gift card on us. Have a good day.’ You know, so it's not just the product pieces of like, oh, your child might be getting sick, or this, you know, key health metric has changed for them, but also just provide them a delightful brand experience as well. And I think that's really magical.”
Episode Breakdown:
[03:51] Alchemy Unveiled: Take the path less traveled
Digging into the data often leads you down a path that differs from industry trends or traditional approaches. Make sure to leverage scrappy, intuitive data to truly understand buyer needs.
[11:09] From Nuggets to Campaign Gold: Nothing beats word-of-mouth
When Owlet learned that 50 percent of their customers first heard of them through a friend or family member, they changed their strategy, leaning into parent stories over features.
[20:02] Gold Rush! Gain Inspiration As a Consumer
Sometimes, the best inspiration and way to get a pulse on the marketing industry, is to pay attention to what grabs you as as a consumer. Pull inspiration from other disciplines and keep your marketing hat on as you move through the world (and in the internet).
Links & Resources:
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