Focusing on Business Growth with Data-Driven Insights and AI in Marketing
by Ben Ashworth
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What you'll discover
when watching Ben's story
- Embrace a data-driven marketing approach while focusing on measuring, analyzing, and sharing learnings to drive continuous optimization.
- Create content that genuinely addresses customer pain points and provides value, rather than solely catering to algorithms.
- Adopt a holistic view of the marketing funnel, tracking metrics at each stage and optimizing for customer lifetime value beyond initial acquisition.
- Recognize that a company's brand is ultimately defined by the customer's perception and experience at every touchpoint.
- Effective leadership in marketing involves empathizing with team members, understanding their individual motivators, and fostering their growth.
- Attracting top marketing talent requires clearly defining the skills needed, leveraging networks, and thoroughly assessing candidates through practical exercises.
- Retaining top marketers involves aligning their career growth plans with the company's objectives and consistently supporting their development.
Meet Ben Ashworth - Vice President of Marketing @ Zeni
Ben Ashworth is the Vice President of Marketing at Zeni, a company that utilizes AI to automate the reimbursement process, reducing manual data entry and minimizing errors, with the ability to issue same-day ACH payouts.
Bem is an experienced VP of Marketing with a demonstrated history of working in B2B SaaS.
With a background as an entrepreneur, Ben started his career in design, coding, and website development before transitioning into digital marketing and paid advertising.
Ben has been in the world of financial technology for the past 10 years, working in various facets such as personal lending, mortgages, SMB financing, payments, and insurance.
At Zeni, Ben helps save founders an average of 70 hours per month on bookkeeping, allowing them to focus on growing their businesses.
Moreover, Ben is a data-driven marketer who believes in creating content for people, not algorithms. He emphasizes the importance of understanding customer pain points and creating content that solves their problems.
Check out Ben Ashworth's thoughts on content marketing!
When it comes to creating engagement using marketing, Ben shares:
"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."
He also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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