A Chat with the Global Director of Marketing Operations & Campaigns of Reapit, Courtney Scales

The CMO Chats Newsletter brings invaluable insights from the world’s CMOs straight to you. Learn about the unique challenges they face, the marketing opportunities they explore, and the innovative strategies they deploy.

For the upcoming newsletters, we'll be catching you up with our recent conversations with notable marketing leaders around the globe. In this installment, we have the Global Director of Marketing Operations & Campaigns of Reapit , Courtney Scales , who discusses discusses the importance of understanding psychology in marketing, extensive customer research, and integrating various tools into a single platform.

Here’s a glimpse of what you’ll learn:

• The importance of understanding psychology in marketing
• Extensive customer research
• Dealing with fragmented data sets and mapping customer journeys
• Using data to create highly personalized experiences for consumers

Keep reading to get a snippet of what's in store in the full discussion! To watch Courtney's interview, you can head over to our CMO Chats interview series on YouTube. You can also listen to the interview on Spotify, or pour yourself a cup of coffee and read the full interview. Subscribe to the CMO Chats newsletter on LinkedIn to keep up-to-date on our conversations with today's marketing leaders.

What is a particularly innovative or successful marketing campaign your team has recently executed?

Yes, absolutely. In January, we launched a new go-to-market for one of our products here in Australia. It took probably about a year’s worth of work amongst the marketing teams, finance, sales, and everybody else coming together to really basically redevelop the go-to-market offering for one of our SaaS solutions. We did a lot of research into our customer base to identify the determinants of value from our customers across the different attributes within our products, and then we moved them into a tiered-based model and built that out amongst our products. So we worked really closely with our product team on those customer journeys, bringing together all the different features and other products within our portfolio to bolster the product offering under a single solution, which was really exciting.

In terms of results from January, when we launched it in the first eight weeks, we had over 15% of our customer base activate the product of their own volition, which is really exciting, and we increased the average value of our products by around 15%. We also were able to achieve, I believe, a 3,000% return on marketing investment. And this is definitely not something that we did on our own. The product marketing team, who worked really closely with us, was fundamental in making sure this campaign and project were a success, and that really ties into some of the broader strategies that we’re sort of rolling out across the business to standardise all of our pricing frameworks and packaging across our SaaS solutions. So it makes it easier for customers to buy. They’re not trying to choose one product with a different pricing model and then another product with a different one and then getting confused on their bill. We wanted to make things simpler for our customers.

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