In this episode, Kathryn sits down with Jasper Martens, CMO at PensionBee. They talk about the challenges of making unexciting products more compelling, the importance of data-driven insights and use cases, and the success of PensionBee’s unique, customer-centric campaigns.
Guest Quote:
“So that's when we started to realize that emotion plays a big part in what we offer. We started to remove the product more and more from our advertising and focusing more on the emotional layer…So completely going on the actual message you're trying to portray. And I think that's been the biggest learning for me as a financial marketer is, yes, it's great to focus on problem-solution, but if you really want to establish yourself as a direct to consumer proposition, you've got to do more than just showing that, you have to hone in on what does the product actually do to your customer in the end?”
Episode Breakdown:
[04:30] Alchemy Unveiled: Beehive data
It’s not enough to have customer data; it needs to be tailored and personalized. PensionBee focuses are three main data sources they dub “the beehive”: marketing channel data, transactional data, and behavioral data. This data helps Jasper and his team focus on what the customer actually does than simply their demographics.
[16:19] From Nuggets to Campaign Gold: It’s all about the feels
When your product resonates with consumers emotionally, you’re working on a whole new level. Jasper and his team ran the Believe in the Bee campaign solely transfixed on how their product made their customers feel, focusing on the emotional messaging instead of product features.
[26:46] Gold Rush: An exciting retirement option
What’s Jasper's secret sauce? Taking a product that is centered around a seemingly boring product like retirement planning and making it exciting. That’s what he’s looking toward for the future of PensionBee and its offerings.
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