In this Talks With Teads conversation at the Georgia Aquarium (filmed alongside the From Day One Marketing Summit), Dani Cushion, CMO at Teads, speaks with Anise Masten, Vice President and General Manager of Global Marketing at SAP, to explore how enterprise marketers are engaging complex buying committees, leveraging AI responsibly, and building true customer loyalty across the connected customer journey.
Key Interview Insights For Marketers
Connection Creates Loyalty
Anise underscores that the ultimate differentiator isn’t repeat purchase—it’s loyalty. Loyal customers choose you even when competitors try to displace you. Marketing’s core job is to build authentic connections that turn signals from the market into relationships that endure and advocate.
Understand the Buying Committee and the Connected Journey
Enterprise buying now involves champions, ratifiers, decision makers, and influencers. SAP examines where each persona enters the connected customer journey and tailors messaging and narratives to engage them at every stage- from learning and evaluation to selection—based on their distinct needs and motivations.
Empathy and Needs-Based Messaging
When analyzing buyers’ needs, great marketers must “stand in their shoes.” SAP focuses on what buyers truly need to run their daily businesses smoothly and the obstacles in their way, crafting communications that demonstrate true understanding and relevance. When prospects feel seen, they continue the journey with confidence.
AI Marketing Is Here- Enhance Human Judgment, Don’t Replace It
AI is no longer “coming”; it’s here. It accelerates delivery and removes repetitive tasks, but it does not replace the human discernment, judgment, and brand taste required to build customer loyalty and connection. Treat AI as a tool that augments teams, not a threat to the craft of marketing.
Drive Business Impact, Not Tech Hype
AI and technology should be harnessed to solve business issues and produce measurable impact. Anise’s approach centers on translating business problems into outcomes, and keeping tools in service of strategy, rather than the other way around.
For more insights from industry leaders, explore the full Talks With Teads series.