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Brilliance@Work: Danny Blatt Directs Great Customer Experiences at Prudential

Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work.  During the next couple of months, we’ll feature market research experts.

Organizations that put customers’ needs at the center of their brand marketing and advertising strategy will strengthen their overall business performance. Danny Blatt knows this first hand as Director of Market Research at Prudential. He’s also a presenter at The Market Research Event (TMRE) on Nov. 5-7, 2019 at The Mirage Hotel in Las Vegas, Nevada.

Daniel Blatt

Danny Blatt

As a preview to his presentation, Danny shares his perspectives on “Redirecting a Big Ship: How an Enterprise Segmentation Can Drive Brand Marketing and Advertising Strategy.”

Peggy L. Bieniek, ABC: How can leveraging an enterprise wide needs-based taxonomy help shape an organization’s future success?

Danny Blatt: We use the enterprise wide taxonomy and segmentation to enable the organization to move faster and be more focused. This data-driven approach to customers allows us to use a common language internally and focus on customer challenges in both development and communication.

PB: What are some examples of how you leverage an enterprise wide needs-based taxonomy at Prudential?

DB: We are using the segmentation in a variety of ways. First of all, we made tough decisions on which segments to focus on for each business, based upon market size and attainability, among other factors. We then mapped our solutions to the segments allowing us to understand from the individual’s perspective how our solutions help them achieve their financial wellness. We are now developing customized messaging based on solutions and need to appeal to our audience. We will then target our customized needs based messaging to our target customers.

PB: How does this approach help tell a compelling marketing story?

DB: We are using personas to bring the needs to life for our marketers, product developers and customer experience professionals to truly understand the challenges and needs of our customers. When they understand this, it builds empathy and real connections. This understanding is key to helping us be customer-focused and consumer-centric.

PB: What will people gain from your conference presentation?

DB: People will see how a using a data-driven, customer-centric approach as opposed to a top-down company based approach can help to align efforts across a huge organization.

Want to hear more from Danny? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.


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Arizona’s Business Leaders Have Collaboration Edge with Paul Barton, ABC

What’s the one skill we can all learn to master that applies to any job in any industry?

It’s collaboration.

Collaboration is one of those “sink or swim” things when it comes to organizational success. Leaders who encourage collaboration within their organizations succeed. Those who don’t -won’t. But how do leaders learn to build their collaboration skills? Through mastering public speaking.

Paul Barton

Paul Barton, ABC

Arizona Business Communicator Paul Barton of Phoenix Public Speaking says that “all the world is a stage, and life is a series of presentations – networking, job interviews, pitching an idea to a client, even trying to get your colleague to try a new place for lunch – they are all persuasive presentations.” Mastering your life’s presentations is about mastering public speaking, which leads to improved collaboration skills to help ensure your personal and professional success.

Paul’s highly interactive workshops and real-world methods are about more than traditional public speaking. They are geared toward everyday business situations to promote collaboration with easy to remember tips, tricks and formulas to stand out from the crowd. Topics include:

  • Business presentations that turn heads, win hearts and get results.
  • Powerful storytelling techniques to make a lasting impact.
  • Making powerful first impressions.
  • Crisis Communication: Be Your Best When Facing the Worst
  • Improved collaboration using active listening skills.

Paul has been connecting minds of organizational leaders with the hearts of their audiences for more than 20 years. His successful career includes being one of the top communication thought leaders and collaboration strategists in Phoenix, Arizona. Paul also led internal communications at six successful brands including PetSmart and Hawaiian Airlines and authored the book Maximizing Internal Communication: Strategies to Turn Heads, Win Hearts, Engage Employees and Get Results.

He’s also a frequent guest speaker, blogger and workshop presenter on the topics of crisis communication, internal communication, and HR communication strategies. Paul also teaches courses in public speaking and business communication as an adjunct faculty member.

Put your public speaking fears in the rear-view mirror! Contact Paul to learn a unique and fun approach to “owning the room” while mastering your life’s presentations.