Greg Boosin Reveals How Mastercard Has Diversified and Evolved Over the Years

Bill Zengel Can you describe your journey at Mastercard and how you have evolved as a marketer and a leader What are some of the biggest changes you have seen in the industry and how have you adapted to themGreg Boosin Iamp8217ve been with Mastercard for a long time at this point amp8211 17 years Literally everything has changed From the emergence of technologies that we now consider foundationalamp8212like the iPhone and social mediaamp8212to the datadriven way we can measure and evaluate which marketing strategies work across those channelsSimilarly Mastercard has transformed from a card company to a diversified technology company We do things now we didn39t previously dream about Did you know that Major League Baseball partners with Mastercard to stop bots from stuffing the ballot box for the AllStar Gameamp160 Or that a major QSR partners with Mastercard to personalize choices presented on its drivethru menu And since marketing strategy follows business strategy the marketing discipline has transformed as wellPersonally I have grown with the company with experiences in finance sales and marketing I have developed many quothardquot and quotsoftquot skills none more important than learning how to manage and then how to lead And I learn more each day from the amazing folks around meZengel Can you share your perspective on B2B marketing challenges today and how they relate to emotional decisionmakingBoosin Is there any other kind of decision making Every decision is an emotional decision Within marketing at Mastercard we are all students of behavioral sciences and neuroscience We employ these disciplines as strongly in B2B as you would expect we would in consumer marketingZengel How do you use emotional decisionmaking in B2B marketing and what are some of the challenges in appealing to emotions in a business context Can you give an example of a successful B2B campaign that used emotional appealsBoosin I believe the key to driving excitement is sharing an opportunity that your prospect can convert on to drive their success or showing you can help them avoid a risk they are blind to Let39s say you are a smallbusiness lender deciding which small business gets funded The data necessary to make proper lending decisions is notoriously inaccurate which means you could approve loans you shouldn39t or reject good applications Mastercard Open Banking can illuminate a small business39s whole financial picture thus helping the small business lender be a hero because they find growth that others hadnamp8217t The quothero39s journeyquot storytelling arch has proved extremely effective not only in driving sales force confidence and pipeline but also in working with product teams to bake the right narrative into product developmentZengel Letamp8217s dig deeper into your point about driving sales Can you discuss your experience with lead generation and lead qualification How do you approach gated vs ungated content and how do you measure the success of lead gen campaignsBoosin Mastercard has made nearly 20 acquisitions over the last 4 years Many of these acquisitions have come with amazing lead generation talent capabilities and tools Strategically this has given us the opportunity to really focus on the buying journey leveraging the best practices best tools and best partners from across the organization Regarding gated vs ungated content I will say that we are always testing what works best No one likes to fill out forms nor get peppered by a sales development rep just to read a piece of thought leadership Nor can most businesses afford to be passive and simply wait for demo request to engage with prospects more deeply Our job is to find that balance and recognize that it39s always shiftingin part because indeed there is so much emotion that drives behavior and emotions are always changingZengel Can you give an example of a successful B2B marketing campaign you have led in the pastBoosin There is so much that people donamp8217t know about Mastercardamp160 The best marketing campaigns are not only compelling but those that have the added benefit of being unequivocally trueamp160 Last year we launched a B2B campaign that details that we do way more than most people understandamp160Iamp8217m eager to share the details and what we learned at the Masters of B2B Marketing Conference in JuneThat said I gave a few examples earlier in this conversation and here are two more Walgreens works with Mastercard to help determine which health and wellness products make it to shelves StriVectin partners with Mastercard to personalize online shopping of antiaging cosmetics This campaign has proven to advance perceptions of Mastercard amp8211 with amp8216pricelessamp8217 as a primary asset amp8211 specifically among our expanding set of B2B prospects which is great preparation for lead generation activitiesClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Greg Boosin Reveals How Mastercard Has Diversified and Evolved Over the Years

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Greg Boosin Reveals How Mastercard Has Diversified and Evolved Over the Years

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