Merging Brands and Minimizing Negative Impact

This episode features an interview with Jean-Christophe Pitié, CMO and Chief Partner Officer at Contentsquare, an experience intelligence platform that helps you gain a deep understanding of your customers’ whole online journey.

In this episode, Jean-Christophe shares his approach to merging brands while minimizing friction and negative impact. He also discusses the future of SEO and how they are experimenting with influencing LLMs.

Key Takeaways:

• The future of SEO may shift to thinking about how to influence LLMs, and what they say about your brand. While it’s currently unclear how to do this, it will likely become increasingly important in the coming years.
• When merging multiple brands, move slowly and very carefully monitor your work to look for friction and negative impacts.
• Investing in the martech stack is uncuttable since data is essential to the modern marketer.

Quote: 

• We did two major acquisitions in the last two years, and we had three websites under three brands. So we are going through this major rebranding, combining and merging the three brands and phasing out two of the three brands. And so I would say that's a massive project and experiment too. It's like, how do you merge these brands and which have followers, minimizing the business impact, minimizing customer friction? Break things along the journey, so you have to take things. So this, you can identify what you bring to customer journeys or customer flow you're breaking. And as you shift the traffic, for example, SEO, as you start to rebuild SEO, it takes time. Paid search, you cannot do it all. So we said the main learnings are, we knew that would be things breaking and it's happening. So take it slowly, monitor, monitor, monitor very quickly. And we have a weekly committee where we monitor how it's going and the transition is happening. So yes, be slow and patient. Don't break things, or as little as possible.

Episode Timestamps: 

*(03:04) The Trust Tree: Useful organizational design structures 

*(08:57) The Playbook: Influencing LLMs

*(31:51) The Dust Up The challenge of monetization

*(33:54) Quick Hits: JCP’s quick hits 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Jean-Christophe on LinkedIn
• Learn more about Contentsquare
• Learn more about Caspian Studios