ActiveCampaign’s Shay Howe: Driving Traffic and Customer Experience Through Owned Channels

Episode notes

This episode features an interview with Shay Howe, Chief Marketing Officer at ActiveCampaign, where he leads the marketing, customer activation, partnership, platform strategy, and Postmark teams. Previously, Shay has led product teams at Belly, Yello, and Groupon, and has also held in-residence roles as an advisor with Techstars and Lightbank VC. In this episode, Kailey and Shay discuss PLG and SLG handoffs, customer activation teams, and the importance of owned channels. - Key Takeaways: Owned channels like websites, email lists, and podcasts can often be overlooked in the customer experience journey. However, these channels are critical because they allow you to control your messaging, collect data without a third party, and nurture relationships with customers directly. If you want to improve your customer experience, get out of the building and talk with your customers. Figure out what part of the process they have enjoyed or where their pain points are, and then find ways to evolve that through AI or automation. Be careful not to over-automate parts of your business that make you unique.

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