109. Underestimating customers: the costly mistake businesses make with Jazz Aujla

In this episode, Jazz Aujla, global head of digital marketing at Euromonitor International, shares her insights on aligning marketing efforts with customer needs. From her journey starting in research at Deloitte to a leader in digital marketing.

Jazz breaks down why companies often underestimate their customers, the risks this poses, and how to avoid common pitfalls. 

What you'll learn: 

• Why starting with the customer is vital for long-term growth. 
• How to lay the right marketing technology foundations. 
• The challenges and solutions of clean CRM data. 
• Balancing AI in marketing with human insights. 
• How data-driven marketing fosters sustainable growth. 

Understanding your customers isn’t just a nice-to-have—it’s the difference between thriving and stagnating.  

Jazz’s advice will challenge your assumptions and help you rethink how to align your marketing efforts with what your customers truly need. 

About Jazz Aujla 

Creativity, communication and innovation have been at the heart of Jazz's career for the past decade. Jazz has delivered B2B acquisition strategies for professional services, SaaS and tech-forward businesses, with highly effective results.  

As the current Global Head of Digital Marketing at Euromonitor International, she has led on the successful delivery of the new-look corporate website, growing acquisition marketing channels, as well as evolving the brand’s social media presence.  

Links 

Full show notes: Unicorny.co.uk 

Watch the episode:  https://youtu.be/aDadDuX2Adc

LinkedIn:  Jazz Aujla | Dom Hawes 

Website: Euromonitor 

Other items referenced in this episode:

Why marketers make the best startup founders with David Hart