marketing automation

James Schutrop

How Robotically Handwritten Letters Transform Customer Engagement with James Schutrop

In this episode of Talk Commerce recorded live at Ecomm Forum in Minneapolis, host Brent Peterson sits down with James Schutrop, founder of Scribe. The conversation centers on how businesses can cut through digital noise using robotically handwritten letters that integrate directly into existing CRM systems. James explains how his company’s technology uses real pens and robots to create authentic-looking handwritten correspondence, complete with local postmarks that maintain the personal touch customers crave in an increasingly automated world.

Key Takeaways

  • Consumers receive over 120 emails daily, creating significant digital fatigue that handwritten letters can help overcome
  • Scribe’s robots use real ballpoint pens to create intentional imperfections that make letters appear genuinely handwritten
  • The system integrates directly into existing CRM platforms, allowing businesses to automate handwritten letter campaigns
  • Postmark location matters significantly—letters mailed from out-of-state locations raise red flags and reduce effectiveness
  • Scribe is the only company capable of removing postmarks on individual letters by batching orders to meet USPS requirements
  • An algorithm varies each character so no two letters look identical, passing authenticity tests
  • The technology works best for thank you notes, customer appreciation, and other personal business communications

About James Schutrop

James Schutrop is the founder of Scribe, a company specializing in robotically handwritten letters for business communications. He’s recognized the growing disconnect between businesses and their customers caused by digital saturation and has developed a scalable solution that combines automation with authentic personal touch. James brings expertise in marketing automation, customer relationship management, and understanding how traditional marketing methods can effectively complement modern digital strategies. Through his work at Scribe, James Schutrop has helped businesses reconnect with their customers by bringing back the lost art of handwritten correspondence.

Episode Summary

The conversation begins with James explaining the core problem his company solves. People are drowning in digital communications, receiving more than 120 emails each day. A standard thank you email doesn’t make recipients feel genuinely appreciated anymore. However, a handwritten letter accomplishes what digital communication can’t—it makes people feel valued and loved. The challenge has always been implementation. While most companies understand they should send handwritten notes to customers, the practice typically stops at the sales manager level and maybe a few top-performing salespeople.

“Almost every company knows that they should be treating their customers better. They should be writing them handwritten thank you letters. But the actual implementation of that usually stops at the sales manager and a couple of the top salespeople,” James notes during the discussion.

Scribe’s solution automates the entire process. The system plugs directly into existing CRM platforms, allowing businesses to upgrade any email flow or automation to include handwritten letter campaigns. Companies can set up the automation and forget about it, knowing their customers will receive personal touches without requiring constant management.

Brent observes the actual machine in operation during the interview, noting that it’s not a printer creating a handwritten effect. James confirms that robots hold real ballpoint pens and write on actual paper, creating authentic indentations and ink variations. The choice of ballpoint pens is intentional. Higher-quality pens could be used, but research shows that the imperfections created by ballpoint pens—including gaps in ink caused by pressure variations—actually increase response rates.

The technology includes an algorithm that varies every individual character. No two O’s look the same. No two E’s look identical. The result passes what James calls “sniff tests,” appearing as though the letter came from a friend or family member rather than a marketing department.

One of the most significant technical achievements James discusses is postmark removal. The postmark is the marking next to the stamp that indicates where a letter was mailed from. Most handwritten letter services mail from a single location, often Arizona or Phoenix. When an insurance agent in Ohio sends a supposedly personal letter to a customer in Ohio, but the postmark shows it came from Arizona, it raises immediate red flags.

“The only reason why handwritten letters work is because it’s the thought that counts and they think you spent the time on it,” James explains. “So if you have that out of state postmark on there, even if everything looks great, if that sets off the red flag for them and do that ad filter in their brain that, okay, maybe this was actually mass produced, they didn’t actually write this, you’re soiling the pond that you’re fishing out of basically.”

Brent shares his personal experience with this exact issue. He’d used a Phoenix-based service to send a letter to his 86-year-old father, who immediately noticed the out-of-state postmark and called him out on it. If an elderly recipient catches it, marketing-savvy customers certainly will.

Scribe solves this problem through a sophisticated batching system. The USPS allows postmark removal for batches exceeding 500 pieces. However, CRM-triggered letters are typically one-off communications sent when specific actions occur. Scribe’s system backpacks hundreds and thousands of individual orders onto each other, producing them in the proper order required by the USPS. Even though each letter is technically a one-off piece triggered by individual customer actions, the system batches and pre-sorts them as bulk mail. This allows Scribe to offer postmark removal on individual pieces, maintaining authenticity where it matters most.

The entire process is automated beyond just the writing. Inserters open envelopes, fold cards, place them inside, apply liquid to seal the envelopes, and prepare them for mailing. The assembly line approach eliminates the manual labor that prevents most businesses from implementing handwritten letter campaigns at scale.

James draws an interesting comparison between marketing trends and fashion. When everyone moves in one direction, the innovative approach often involves returning to what worked 20 or 30 years ago. With artificial intelligence increasing digital noise through more texts, emails, and advertisements, people are craving human interaction more than ever. Handwritten letters provide a breath from the bombardment while still leveraging automation.

For businesses interested in implementing robotically handwritten letters, James directs them to scribehandwritten.com where they can fill out forms or book consultations. He’s also available on LinkedIn under James Schutrop.

Regarding his experience at Ecomm Forum, James notes it’s his first year attending the event in Minneapolis. He’s impressed by the event’s focus on actionable content rather than motivational speaking. He particularly enjoyed the bagpipes signaling everyone to go into the event. “If you’re at an event you’re probably already motivated so try and find events like this where they’re actually giving you something to implement when you walk away,” he observes. James mentions he hasn’t had a chance to check out all the speakers yet but overall thinks it’s a really great event that provides practical implementation strategies rather than just inspiration.

Final Thoughts

The conversation with James Schutrop reveals how businesses can leverage technology to bring back personal touches that digital communications have eliminated. By automating handwritten letters while maintaining authenticity through real pens, character variation algorithms, and local postmarks, companies can scale personalization without sacrificing the human element. As digital noise continues to increase with AI-generated content, the value of tangible, personal communications will only grow. The question isn’t whether your business should explore handwritten automation—it’s whether you can afford not to write off this opportunity to stand out.

Follow Talk Commerce on your favorite platform:

Rytis Lauris

Marketing Automation Transforms E-commerce Revenue with Rytis Lauris

In this episode of Talk Commerce, host Brent Peterson sits down with Rytis Lauris, CEO and co-founder of Omnisend, to discuss the power of marketing automation for online retailers. The conversation covers why automated messaging generates 37% of email orders while accounting for just 2% of sends, how AI is changing the role of marketers, and what the future holds for e-commerce in an agent-driven world. Rytis shares insights from 11 years of building specialized marketing tools for online stores and explains why retention marketing has become the difference between profit and loss for most e-commerce businesses.

Key Takeaways

  • First purchases lose money: Most online stores pay more in advertising costs to acquire customers than they earn from initial transactions, making retention marketing essential for profitability.
  • Automated messages deliver 1,480% better ROI: Automated emails generate $2.96 per message compared to just $0.10 for generic bulk campaigns in the United States.
  • Timing beats volume: Sending fewer messages at the right moments based on customer behavior converts better than blasting entire lists with the same content.
  • 15-20 automated flows outperform 2-3: Businesses should create automated sequences for every customer journey touchpoint, not just abandoned carts and welcome emails.
  • AI changes marketer roles: Marketers need to evolve from content creators to managers of AI agents and assistants rather than fear replacement.
  • Omnichannel wins: Combining email, SMS, and web push notifications in single automations allows customers to choose their preferred communication channels.
  • Web push remains underutilized: Push notifications prove highly effective for users who enable them, yet most businesses don’t take advantage of this channel.
  • AI tools help non-technical marketers: Natural language segment creation removes the barrier of complex logical operators for creative marketers.

About Rytis Lauris

Rytis brings over a decade of e-commerce marketing experience to his role at Omnisend. Before founding the company 11 years ago, he ran a digital marketing agency serving online retailers, where he identified gaps in how generic email service providers handled e-commerce customer journeys. That observation led him to spin off Omnisend as a specialized marketing automation platform built specifically for businesses selling online. Beyond his work in e-commerce technology, Rytis serves in non-governmental organizations focused on secondary education, believing foundational learning in early years proves critical for success later in life. He’s also an avid reader who enjoys both business books and novels, and he plays squash to stay active.

Episode Summary

The conversation begins with Rytis explaining the fundamental economics that make retention marketing non-negotiable for e-commerce businesses. He points out that online stores typically lose money on first transactions because acquisition costs through Google and Meta exceed initial purchase values. Email marketing provides the most cost-effective channel for inviting customers back for repeat purchases, which is where businesses actually generate profit.

Rytis shares that Omnisend started as a spin-off from his digital marketing agency 11 years ago. Running the agency taught him two things: first, that e-commerce customers leave more behavioral traces than other business types because their entire journey happens online, and second, that e-commerce would experience sustained growth for many years. Both assumptions proved correct over the following decade.

“Automated messages drive 37% of conversions while representing only 2% of sends,” Rytis explains. This happens because trigger-based messages respond to specific customer actions rather than broadcasting to everyone. When someone abandons a shopping cart or browses specific products, automated sequences send highly relevant messages about those exact items instead of generic promotions.

Brent asks about the dollar value difference between automated and bulk campaigns. Rytis confirms that automated emails generate $2.96 per message on average in the United States, compared to just 10 cents for traditional campaigns. The massive difference stems from better timing, better context, and fewer but more targeted messages creating higher engagement and conversion rates.

The discussion shifts to helping businesses identify automation opportunities. Rytis notes that Omnisend includes presets for all major customer journey touchpoints, allowing users to enable flows with a single click and then customize from there. He’s currently working on an AI assistant that will analyze usage patterns and identify revenue losses from underutilized capabilities or missed touchpoints.

When asked about AI’s impact on marketing tools, Rytis identifies two important vectors. First, marketers now expect more guidance about what to do next, so tools provide recommendations when they detect suboptimal forms or campaigns. Second, AI helps marketers execute recommendations through features like subject line writers, copy assistants, and segment creators. The segment creator has become the most popular AI feature in Omnisend because it lets creative marketers build complex audience segments using plain language instead of struggling with logical operators.

Rytis emphasizes that businesses need 15 to 20 automated flows, not just the two or three that most companies implement. Every customer journey touchpoint should trigger an automated sequence. Welcome series, abandoned browse, post-purchase emails, VIP status changes, and at-risk customer sequences all deserve their own automation.

The conversation turns to how consumers use AI to make purchases. Rytis believes buying will remain an emotional decision rather than becoming fully automated by AI agents. While agents might handle recurring purchases and restocking necessities, consumers will still want to make emotional choices themselves. However, he acknowledges that ChatGPT’s recent integration with Shopify and Etsy checkouts represents a fundamental shift, allowing purchases without leaving the conversation window.

Brent brings up a discussion from ShopTalk about websites potentially declining in importance as marketplaces and AI purchasing tools grow. Rytis agrees that online stores will need to maintain two interfaces: one for humans to browse and choose products emotionally, and another for AI assistants to navigate and make purchases programmatically.

Addressing concerns about AI replacing human marketers, Rytis draws a parallel to the industrial revolution. Steam engines and electricity replaced human labor in factories, but humans still played essential roles operating machines and designing production processes. He believes AI represents a similar transformation rather than elimination of human work.

“AI will take your job as it is today,” Rytis states frankly. “You’ll have to become managers of AI agents and assistants.” He argues that when everyone uses ChatGPT to generate marketing copy, all content starts looking the same—like mixing all colors together to create brown. Someone has to stand out, and differentiation will require human creativity and brand voice.

Rytis prefers LinkedIn for professional connections and encourages e-commerce businesses to try Omnisend, particularly if they’re either not using specialized e-commerce automation tools or if they’re overpaying for the market leader when they could achieve the same results at lower cost. Throughout the conversation, Rytis demonstrates both technical knowledge of marketing automation mechanics and strategic understanding of how online retail economics drive the need for sophisticated retention programs.

Final Thoughts

The shift from bulk campaigns to automated, behavior-triggered messaging represents more than incremental improvement. When the right message reaches the right customer at exactly the right moment, conversion rates don’t just increase—they multiply. Rytis makes clear that this isn’t about sending more emails but about sending smarter ones. As AI tools become ubiquitous, the businesses that win won’t be those that simply adopt the technology but those that maintain distinctive brand voices while leveraging automation to deliver value at scale. The question isn’t whether to automate your marketing—it’s how many touchpoints you’re leaving unattended and how much revenue you’re leaving on the table. Are you managing your marketing, or are you letting opportunities slip through the cracks?

Follow Talk Commerce on your favorite platform:

Dave Malda

Live from Ecom Forum: iPaaS Transforms E-commerce Data Integration for Growing Businesses with Dave Malda

In this episode of Talk Commerce, host Brent Peterson sits down with Dave Malda, a data integration expert from iPaaS.com, at the Ecom Forum in Minnesota. The conversation explores how integration platforms are becoming essential infrastructure for e-commerce businesses. Dave breaks down the technical aspects of iPaaS technology and explains why modern online retailers can’t afford to operate without proper data integration systems. This episode provides valuable insights for business owners looking to scale their operations and eliminate manual data entry bottlenecks.

Key Takeaways

  • Integration platforms as a service (iPaaS) serve as middleware that sits in the cloud and moves data between different business systems automatically
  • The hub-and-spoke architecture differs from traditional point-to-point connectors, making it easier to scale integrations across multiple platforms
  • Businesses processing more than 250 orders per month typically start experiencing pain points that require automated integration solutions
  • Manual data entry creates delays in customer communications and increases the risk of errors when staff members are unavailable
  • Retail businesses can capture in-store customer data and push it to marketing platforms like Klaviyo to enable ongoing customer engagement
  • The shift toward headless and composable commerce makes iPaaS systems imperative for modern e-commerce operations
  • Organizations with three or more systems to integrate represent the sweet spot for iPaaS solutions

About Dave Malda

Dave brings extensive experience in e-commerce integration and data management to his role at iPaaS.com. Based in Canada, he works with businesses across North America to implement integration solutions that eliminate manual processes and enable growth. His expertise lies in helping organizations understand how middleware technology can transform their operations by connecting various systems including e-commerce platforms, ERPs, point-of-sale systems, and marketing automation tools. Dave’s approach focuses on practical implementations that deliver immediate value while providing the flexibility to scale as businesses grow.

Episode Summary

The conversation begins with Dave explaining what iPaaS actually means for business owners who might not be familiar with the acronym. He describes it as an integration platform as a service that functions as middleware sitting in the cloud. The primary function involves moving data back and forth between different business systems without manual intervention.

Dave uses a common e-commerce scenario to illustrate the concept. “A very popular use case in the e-commerce space is say Shopware or Big Commerce or Shopify orders into NetSuite or Dynamics 365,” he explains. The system eliminates manual entry of order data by automating the entire process. This simple example represents one of the most requested integrations in the e-commerce world.

What sets iPaaS.com apart from competitors involves the underlying architecture. Dave describes it as a hub-and-spoke system rather than traditional point-to-point connections. Data flows into a central hub where it becomes accessible to any connected integration or spoke. This design makes it significantly easier to dial integrations up or down as business needs change.

Brent draws an analogy to help clarify the concept, describing iPaaS as central plumbing for data. It provides CTOs and technical leaders with a control center where they can manage how data moves throughout their entire technology stack. The platform handles webhooks, data pulls, and pushes between systems, functioning as an appliance that ensures everything communicates properly.

The conversation shifts to customer experience and why integration matters beyond just internal efficiency. Dave points out two critical moments in every online purchase. “The first thing I look for is that email, okay, the purchase has been made, congratulations. The second thing I look for is where’s my tracking number, right?” When these communications rely on manual processes, delays become inevitable. Staff absences due to illness or vacation can create gaps where orders go unprocessed or customers don’t receive timely updates.

Dave identifies a specific threshold where businesses typically recognize the need for integration platforms. Organizations processing more than 250 orders per month start feeling the pain of manual data entry. While this volume isn’t massive, it’s substantial enough that manual processes become unsustainable. At this point, iPaaS solutions deliver immediate return on investment by eliminating bottlenecks and reducing errors.

Beyond order processing, Dave introduces another valuable use case that many retailers overlook. Brick-and-mortar stores collect customer information at checkout, but without proper integration, that data remains trapped in the point-of-sale system. “You have people coming in, buying a Tilly hat, buying a Hawaiian shirt, and they walk out the door and you may never speak to them again,” Dave notes. By integrating POS systems like NCR Counterpoint with marketing platforms like Klaviyo, retailers can capture customer emails and phone numbers, then segment and target those customers with relevant campaigns throughout the year.

Brent emphasizes how the evolution toward headless commerce and composable architecture has made iPaaS technology imperative rather than optional. Modern SaaS platforms often lack built-in customization options for integrations. E-commerce owners need external integration platforms to ensure their various systems work together seamlessly. This represents a fundamental shift from how e-commerce operated even five to ten years ago.

Dave reflects on how integration approaches have evolved over the past decade. Previously, businesses built custom in-house integrations, created elaborate spreadsheet workflows, or relied on manual import and export processes. While these methods technically work, they put companies at a significant disadvantage. The modern approach involves evaluating available platforms, selecting one that fits specific business needs, ensuring cost-effectiveness, and choosing solutions that scale as the business grows.

The discussion touches on competitive landscape and market positioning. Dave acknowledges that numerous players exist in the integration space, many of whom excel at what they do. However, iPaaS.com’s sweet spot involves businesses needing to connect three, four, five, or eight different systems rather than just two endpoints. “When it’s Shopify to NetSuite to Pymcor to, you know, add in the system, that’s where we really shine,” Dave explains. Organizations with complex technology stacks benefit most from the hub-and-spoke architecture that iPaaS.com provides.

Brent mentions that lower-cost entry points exist in the integration market, making it accessible for smaller businesses to begin automating workflows. This democratization of integration technology means companies don’t need massive budgets to start benefiting from automation. Getting early experience with integration platforms prepares businesses for future growth and more complex integration needs.

The conversation wraps up with Dave providing multiple channels for reaching him. He maintains an active presence on LinkedIn and X, and he’s available via email at dave.malda@ipaas.com. This multi-channel accessibility reflects the modern business approach of meeting customers where they’re most comfortable communicating.

Final Thoughts

Integration platforms have moved from nice-to-have technology to essential infrastructure for e-commerce businesses. The shift toward composable commerce architectures means that companies must think strategically about how their various systems communicate. Manual processes create bottlenecks that limit growth and damage customer experience through delayed communications. Organizations processing significant order volumes need automated solutions that ensure data flows seamlessly between e-commerce platforms, ERPs, marketing tools, and other business systems. Dave Malda from iPaaS.com demonstrates that the right integration platform doesn’t just connect systems—it passes data through the organization with precision and reliability.

Follow Talk Commerce on your favorite platform:

Jimi Gibson

Why ChatGPT Can’t Tell Your Brand’s Real Story About Authentic Marketing with AI Integration

Welcome to this insightful episode of Talk Commerce, where host Brent Peterson sits down with Jimi Gibson, Vice President at Thrive Agency, for an engaging discussion about the intersection of artificial intelligence and authentic brand storytelling. Jimi is a seasoned marketing professional who brings a unique perspective to the table, combining 20 years of digital marketing expertise with his background as a professional magician. Our conversation dives deep into why businesses can’t simply replace human creativity with AI tools, particularly when it comes to building meaningful connections with customers through authentic storytelling and strategic marketing approaches.

Key Takeaways

• AI tools like ChatGPT function as “really bad mind readers” that lack the emotional depth and personal history needed for authentic brand storytelling
• Successful e-commerce marketing requires a holistic approach that combines multiple channels, platforms, and human insights rather than relying solely on automation
• The most effective marketing strategies incorporate both AI efficiency and human creativity, using technology to enhance rather than replace authentic brand voices
• Businesses shouldn’t chase every new AI trend but should focus on understanding which tools actually improve their specific marketing outcomes
• Customer experience remains paramount, with consumers becoming increasingly savvy at detecting artificial interactions and content
• Multi-channel marketing success depends on understanding individual business goals and creating customized strategies rather than applying cookie-cutter solutions

About Jimi Gibson

Jimi Gibson serves as Vice President at Thrive Agency, a full-service digital marketing agency that’s maintained its position in the competitive landscape for two decades. Jimi’s career trajectory at Thrive demonstrates his versatility and expertise, having held five different roles over five years, including leading their strategy department and overseeing operations across all service teams. His current position allows him to share valuable insights and industry lessons with business owners and marketing professionals seeking to navigate the evolving digital landscape.

What sets Jimi apart isn’t just his extensive marketing background but his unique experience as a former professional magician. This distinctive skill set informs his approach to marketing, particularly in understanding how to captivate audiences and present messages that drive conversions. His magic background provides him with insights into human psychology and audience engagement that prove invaluable in the digital marketing space.

Episode Summary

Jimi outlines Thrive Agency’s comprehensive approach to e-commerce marketing, emphasizing that successful online retail requires multiple touchpoints and strategies working in harmony. He explains how the agency addresses clients who want to either establish themselves on major platforms like Amazon and Walmart or transition away from these platforms, noting that each situation requires careful analysis of sales history, market position, and business objectives.

Jimi discusses the complexity of modern e-commerce marketing, highlighting how Thrive Agency evaluates 175 different data points when developing strategies for new clients. This thorough analysis helps determine the most effective mix of services, which might include content writing, design, photography, video production, organic and paid social media, email marketing, and platform-specific optimization.

The discussion transitions to the challenges of multi-channel marketing, where businesses must maintain brand consistency across various platforms while adapting their messaging for each channel’s unique characteristics. Jimi emphasizes that success requires understanding the friction points in the customer journey and ensuring seamless experiences from product discovery through checkout completion.

A significant portion of the episode focuses on the role of artificial intelligence in modern marketing. Jimi presents a compelling analogy, describing ChatGPT as “a really bad mind reader” that’s extremely polite and helpful but fundamentally limited in its ability to capture authentic brand stories. He explains that while AI can process vast amounts of information and generate responses based on input, it cannot incorporate the personal struggles, family histories, and emotional connections that make brands memorable and compelling to consumers.

The conversation explores how businesses are increasingly tempted to rely entirely on AI for content creation, only to discover that the resulting materials lack the personality and authenticity that differentiate their brands from competitors. Jimi warns that while AI can be valuable for certain tasks like proofreading and comparing different versions of content, it shouldn’t replace the human elements that create emotional connections with customers.

Jimi shares practical insights about implementing AI chatbots on websites, drawing parallels to the frustrating phone tree systems that dominated customer service in previous decades. He warns that poorly implemented chatbots can create endless loops that frustrate customers and ultimately damage brand relationships. The discussion includes real-world examples of chatbot failures, including instances where customers engaged in extended conversations about unrelated topics like football and cooking, resulting in unexpected costs and poor user experiences.

The episode concludes with Jimi’s perspective on the future of AI in marketing, emphasizing the importance of testing new technologies carefully and maintaining realistic expectations about their capabilities. He advocates for a balanced approach that leverages AI’s strengths while preserving the human elements that drive authentic customer connections.

Memorable Moments

“It’s a really bad mind reader, and it’s a very nice, really bad mind reader. It has a lot of information, and it’s trying to predict based on what you put into it, what it should give you back as a response.”

“Those are the textural things that are very emotional that connect people and connect them in a sticky way to your brand, and they’ll choose your brand over somebody else.”

Final Thoughts

This episode provides valuable insights for business owners and marketing professionals navigating the complex relationship between artificial intelligence and authentic brand building. Jimi’s expertise highlights the critical importance of maintaining human elements in marketing strategies while thoughtfully integrating AI tools where they add genuine value.

Our discussion serves as both a warning against over-reliance on AI and an opportunity guide for businesses willing to invest in authentic storytelling and genuine customer connections. As the marketing landscape continues evolving, the companies that succeed will be those that master the balance between technological efficiency and human authenticity.

Will your marketing strategy rise above the AI noise by keeping humans firmly in the loop, or will you risk losing your authentic voice in the pursuit of technological shortcuts?

Follow Talk Commerce on your favorite platform:

Jacqueline Basulto

SeedX CEO Jacqueline Basulto Transformed Growth Marketing Through Human-Centered AI Integration

Welcome to another episode of Talk Commerce, where host Brent Peterson sits down with industry leaders to explore the evolution of digital commerce. In this conversation, we meet Jacqueline Basulto, founder and CEO of SeedX, a growth marketing company that’s been making waves since 2016. Now leading a team of 65 professionals, Jacqueline shares her journey from a young freelancer working with yoga teachers to building a comprehensive growth marketing powerhouse that helps companies scale their systems through end-to-end digital solutions.

Key Takeaways

  • Holistic marketing beats vertical specialization – Companies need integrated growth systems rather than isolated channel-specific strategies
  • Financial alignment drives success – Understanding how marketing activities tie back to company financials and profitability metrics is crucial
  • The three-pillar foundation – Successful e-commerce marketing starts with website optimization, paid advertising, and email marketing
  • AI enhances rather than replaces humans – Technology should eliminate mundane tasks while preserving human strategic thinking and creativity
  • European markets show different tech adoption patterns – Cultural differences impact how businesses integrate technology and customer expectations
  • Defining success requires team alignment – Marketing directors and CEOs must agree on success metrics before launching campaigns
  • Organic social media presents diminishing returns – Paid channels offer more reliable and formulaic growth opportunities for new businesses

About Jacqueline Basulto

Jacqueline Basulto founded SeedX at just 22 years old, starting her entrepreneurial journey during an internship at Google where she worked with small businesses on marketing strategy. Frustrated by the verticalized approach of traditional agencies, she launched what began as “Jacqueline’s Web Studio” in New York City, bootstrapping her way from working with local yoga teachers to serving larger enterprises. Her passion extends beyond business – she’s a singer who loves animals, owns three dogs, and dreams of having a farm someday. As a mother of a three-year-old, she balances entrepreneurship with family life while maintaining an active lifestyle. Her approach to business reflects her belief that entrepreneurship found her rather than the other way around, leading to a company philosophy centered on comprehensive, human-centered growth strategies.

Summary

The conversation begins with Jacqueline explaining how SeedX got its name – “seed” representing the beginning of growth, like a plant, and “X” standing for technology. She emphasizes that while the company has evolved significantly since its inception, the core philosophy remains unchanged: providing holistic marketing solutions rather than siloed services.

“I was frustrated really by the way that other agencies and that Google was helping them because it was very verticalized,” Jacqueline explains. This frustration led to her decision to start her own company, though she admits she didn’t initially understand what entrepreneurship meant or that she was bootstrapping her business.

Brent probes into the biggest mistakes medium-sized companies make with their marketing efforts. Jacqueline’s response reveals a critical gap in most businesses: the lack of clarity around how marketing activities connect to financial outcomes. She notes that many companies look at results across different platforms without understanding how these costs relate to revenue, cost of goods, and overall profitability.

The discussion shifts to e-commerce specifically, where Jacqueline outlines her three-pillar approach for new companies. First, the website must serve as both storefront and salesperson, educating customers about products. She uses the example of a Manuka honey company, explaining how their initial website failed to communicate the product’s unique benefits, pricing rationale, and usage applications.

“Your website is your storefront and it’s your salesperson,” she states. “What you want is to make sure that people are educated about the great products that you have.”

The second pillar involves paid advertising for quick conversions and message testing, while the third focuses on email marketing to capture and nurture the 90% of visitors who don’t purchase immediately. Jacqueline warns against over-investing in organic social media, noting the platform’s increasing difficulty for growth.

The conversation takes an interesting turn when discussing AI’s role in marketing. Rather than viewing AI as a threat to human employment, Jacqueline positions it as a powerful support tool that eliminates mundane tasks while preserving human creativity and strategic thinking.

When Brent asks about cultural differences between European and American business practices, Jacqueline provides insight into varying technology adoption rates and customer expectations across regions. She observes that European markets tend to prioritize human-centric approaches over technology-first solutions, leading to different expectations around brand interactions and digital touchpoints.

The episode concludes with Jacqueline introducing SeedX’s upcoming product – a centralized platform that helps marketers automate task flows by connecting email, calendar, CRM, and analytics systems through a single AI agent.

Memorable Quotes

“I always joke that entrepreneurship kind of found me. I didn’t know that I wanted to be an entrepreneur.” This quote encapsulates Jacqueline’s organic entry into the business world, highlighting how sometimes the best ventures emerge from solving immediate problems rather than following predetermined plans.

“The human input of the overall strategy and how all of the pieces go together is more important than ever than the very specific kind of tweaking of an ad.” This statement addresses the evolving role of marketing professionals in an AI-driven world, emphasizing strategic thinking over tactical execution.

“We want AI to take away all of those mundane tasks that we don’t want to spend all of our time doing or that suck the creativity out of us.” Jacqueline’s perspective on AI integration reflects a balanced approach that leverages technology while preserving human value.

Final Thoughts

Jacqueline Basulto’s journey from frustrated Google intern to successful agency founder demonstrates how identifying market gaps can lead to sustainable business solutions. Her emphasis on holistic marketing strategies, financial alignment, and human-centered AI integration provides valuable guidance for businesses navigating today’s complex digital landscape. The conversation reveals that while technology continues advancing, the need for strategic thinking and comprehensive approaches becomes more critical than ever. Perhaps the most important lesson from this episode is understanding that successful growth marketing isn’t about choosing between human expertise and technological efficiency – it’s about finding the right balance to seed sustainable business growth.

Listen to more conversations about Marketing Strategy here

Follow Talk Commerce on your favorite platform:

Hikari Senju

AI Marketing Revolution Transforms Digital Advertising Through Omneky Platform

In a recent Talk Commerce podcast episode, host Brent Peterson welcomed Hikari Senju, founder and CEO of Omneky, to discuss the transformative impact of AI in digital advertising. The conversation centered on Omneky’s innovative approach to utilizing artificial intelligence for creating and optimizing advertising campaigns across multiple platforms, including Google, Meta, TikTok, Pinterest, and Amazon.

Key Takeaways

  • AI-powered platforms are revolutionizing digital advertising campaign management
  • Cross-platform advertising optimization is becoming automated and more efficient
  • Budget allocation and content adjustments are now data-driven through AI
  • Agentic AI represents the next frontier in marketing automation
  • Multi-platform campaign management is streamlined through artificial intelligence

About Hikari Senju

Hikari Senju stands at the forefront of AI-driven marketing innovation as the founder and CEO of Omneky. With a strong background in technology and entrepreneurship, Senju has led the development of Omneky’s AI-powered advertising platform, which transforms how businesses approach digital marketing. His vision for integrating artificial intelligence into advertising has positioned Omneky as a pioneer in the marketing technology sector.

Detailed Episode Summary

The discussion opened with an exploration of how Omneky’s platform leverages AI to help businesses connect with new customers through targeted advertising. Senju explained the platform’s capability to automatically adjust marketing budgets and content based on performance metrics across various digital channels.

The conversation highlighted the significance of agentic AI in modern marketing strategies. This advanced form of artificial intelligence demonstrates autonomous decision-making capabilities, allowing for more sophisticated and responsive advertising campaigns.

Senju emphasized the platform’s ability to analyze data across multiple advertising channels simultaneously, providing businesses with comprehensive insights and automated optimization strategies. This multi-channel approach ensures that advertising efforts are coordinated and effective across all platforms.

Personal Commentary and Analysis

The integration of AI in marketing represents a significant shift in how businesses approach advertising. The ability to automatically optimize campaigns across multiple platforms addresses a long-standing challenge in digital marketing: maintaining consistency while maximizing performance across different channels.

The emergence of agentic AI, as discussed in the episode, suggests that we’re entering a new era of marketing automation. This technology promises to reduce human intervention while improving campaign performance through data-driven decision-making.

Memorable Quotes

“AI really plays heavily into this whole conversation” – Brent Peterson

This statement underscores the central role of artificial intelligence in modern marketing strategies and its growing importance in business operations.

Engaging the Audience

Listeners interested in AI’s role in marketing transformation can learn more by visiting Omneky’s platform. The full episode provides valuable insights for marketers, business owners, and technology enthusiasts looking to understand the future of digital advertising.

Final Thoughts

The conversation between Brent Peterson and Hikari Senju illuminates the revolutionary potential of AI in digital marketing. As businesses continue to navigate the complex landscape of multi-platform advertising, AI-powered solutions like Omneky are becoming increasingly essential tools for success.

Listen to more conversations about the latest in digital marketing here.

Arthur Leopold

Revolutionizing Creator Marketing: How Agentio’s Platform Transforms Brand Partnerships at ShopTalk 2025

In a recent Talk Commerce episode recorded live from Shop Talk, host Brent Peterson sat down with Arthur Leopold, CEO and co-founder of Agentio, to explore the evolving landscape of creator marketing. As a former president at Cameo, Leopold brings valuable insights into connecting brands with content creators. His new venture, Agentio, is transforming how brands engage with YouTube creators through an innovative automated ad platform.

Key Takeaways

  • Agentio automates creator content buying, starting with YouTube integrations
  • Traditional creator partnerships face significant friction in negotiation and scaling
  • The platform standardizes pricing based on CPM and historical performance
  • Current digital ad spend is $600 billion, while creator ad spend is only $10-15 billion
  • Unilever recently announced plans to allocate 50% of future spending to creators
  • Platform focuses on view consistency rather than follower counts
  • Content authenticity drives better engagement than traditional advertising

About Arthur Leopold

Arthur Leopold serves as the CEO and co-founder of Agentio, bringing extensive experience from his role as the first employee and president at Cameo. His background in bridging technology and consumer engagement positioned him well to identify the opportunities in the B2B creator space. Beyond his professional pursuits, Leopold maintains an active lifestyle, enjoying skiing, cooking, and fly fishing when escaping the urban environment of New York City.

Detailed Episode Summary

The conversation began with Leopold explaining how Agentio addresses the fundamental challenges in creator marketing. The current system, described as “hand-to-hand combat,” involves time-consuming negotiations and inefficient processes that prevent brands from scaling their creator programs effectively.

Agentio’s solution leverages first-party data to match brands with creators based on deep semantic understanding. For example, if a DTC glasses brand is seeking partnerships, the platform can identify creators who’ve previously discussed vision-related challenges in their content.

The platform’s innovative approach to pricing removes traditional negotiation barriers. By calculating rates based on a brand’s target CPM and the creator’s historical views, Agentio establishes market-appropriate pricing that benefits both parties. This standardization enables brands to execute large-scale campaigns in days rather than months.

Personal Commentary and Analysis

The shift toward creator-led advertising represents a significant evolution in digital marketing. Agentio’s approach addresses the core inefficiencies that have historically limited creator marketing’s potential. The platform’s focus on performance metrics and standardized pricing could help legitimize creator marketing as a scalable channel for major brands.

Memorable Quotes

“The future of advertising is creator-led. It’s a creator sharing a brand story on that brand’s behalf. It’s not another display ad, not another skippable video ad.” – Arthur Leopold

“We view it as an initial test with a brand, knowing that a subset of creators won’t perform because we’re testing. But we also have a high certainty and a predictability around which creators who will perform exceedingly well.” – Arthur Leopold

Engaging the Audience

To learn more about leveraging creator partnerships through Agentio’s platform, visit Agentio.com or contact Arthur directly at Arthur@Agentio.com. The platform offers particularly valuable solutions for brands looking to establish or expand their presence on YouTube.

Final Thoughts

As consumer content consumption habits continue to evolve, the creator economy stands poised for exponential growth. Agentio’s automated platform represents a significant step toward unlocking the full potential of creator marketing, making it accessible and scalable for brands of all sizes.

Find more conversations about the role of influencer marketing here

Mitsunaga Kikuchi and Rocco Baldasarre

Revolutionizing Digital Advertising Through Shirofune Automation at eTail Palm Springs

Let me start by saying how excited I am to share the insights from my recent conversation at eTail Palm Springs with two remarkable leaders in the digital advertising space. I had the pleasure of sitting down with Mitsunaga Kikuchi, CEO, and Rocco Baldasarre from Shirofune, a company that’s making waves in the advertising automation industry.

The Genesis of Shirofune: Solving Real-World Marketing Challenges

One of the most fascinating aspects of our discussion was learning about how Shirofune came to be. As your host, I’ve seen many advertising solutions come and go, but what struck me about Shirofune’s approach was their laser focus on solving real pain points in digital advertising management.

Breaking Down the Automation Revolution

During our conversation, Mitsu shared valuable insights about how Shirofune’s platform is transforming the way businesses handle their digital advertising. The automated system they’ve developed doesn’t just save time – it’s fundamentally changing how marketers approach their campaigns.

The Global Impact: From Japan to International Markets

Rocco Baldasarra offered fascinating perspectives on Shirofune’s expansion from its Japanese roots to the global market. As someone who’s been in the ecommerce space for years, I was particularly impressed by their strategic approach to international growth while maintaining the core values that made them successful in Japan.

Looking Ahead: The Future of Automated Advertising

Let me share one of my key takeaways from this enlightening discussion: the future of digital advertising lies in intelligent automation. Both Mitsu and Rocco emphasized how Shirofune is positioning itself at the forefront of this evolution, and I couldn’t agree more with their vision.

My Personal Take

As your host, I’ve seen countless advertising solutions, but what makes Shirofune stand out is their commitment to solving real problems that marketers face daily. The insights shared by Mitsu and Rocco during our conversation highlighted how automation, when done right, can truly transform business operations.

This conversation with Mitsu Kikuchi and Rocco Baldasarra was truly eye-opening, offering valuable insights into the future of digital advertising automation. If you found these insights valuable, I encourage you to listen to the full episode of Talk Commerce for even more detailed discussion about Shirofune’s innovative approach to digital advertising automation.

Want to learn more? Listen to the full episode on your favorite podcast platform, and don’t forget to subscribe to Talk Commerce for more engaging conversations about the future of ecommerce and digital marketing.

Talk Commerce
Talk Commerce

menu

Episodes

About

Blog

Contact

Listen

Apple Podcasts

Spotify

Google Play

YouTube

© Copyright Content Basis LLC 2021-2024

Privacy Policy | Terms Of Service