Listen On:

What do consumers value most? According to Tara-Nicholle Nelson (LinkedIn | Twitter), Founder and CEO of SoulTour, the answer to that question is changing. Tara is the author of "The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser." Tara is using the findings of her book to empower a number of brands by focusing on their consumers.

On this episode of Marketing Trends, Tara also talks about how she got into marketing, her career journey,
what led her to writing a book, and much more.

5 Key Takeaways:
- Email is not dead. It's still a useful tool and a great way to reach people.
- If your content is not personally relevant to your consumers, they’re going to tune out.
- Everyone thinks they are a marketer because marketing gets a lot of exposure to the world. You need to learn to filter out the noise while still listening to the voices that really matter.
- “One of the most untapped treasure troves of intelligence about customer insights in a company is the sales team.” - Tara-Nicholle Nelson
- “I think that we're all superheroes. I think that human beings all have the ability to have a thought or an idea about a thing that does not exist and then cause that thing to exist.” - Tara-Nicholle Nelson


Bio:
Tara is the founder and CEO of SoulTour and the CEO of Transformational Consumer Insights (TCI), a strategy and customer research firm. TCI creates customer loyalty/engagement, brand, positioning, and content strategies based on research and deep, human insight. Tara also serves as transition coach to a select few transformational leaders. She delights in helping leaders find the shifts and wisdom to release their limiting factors.

Formerly, Tara was the VP, Marketing for MyFitnessPal, now part of Under Armour. During Tara’s tenure, MyFitnessPal grew from 45 million to more than 100 million users. Previously, Tara created content and marketing strategy for brands including HGTV, ING Direct (now Capital One), Eventbrite, Trulia (now Zillow), Lookout Mobile Security and Chegg. She holds Bachelor’s and Master’s degrees in Psychology, and a Juris Doctorate from UC Berkeley.

Notes & Quotes:
How Tara-Nicholle Nelson Got Into Marketing - (1:40)
- Tara received a master's degree in psychology with a focus on curriculum design.
- She also went to law school at UC Berkeley. Shortly after she started practicing law for some “bad apple real estate agents.”
- She then quit her job as a lawyer and became a real estate broker.
- Tara took what she learned from this experience and wrote a book that sold ten copies. However, one out of the ten books that sold was to one of the founders of HGTV, who absolutely loved the book and wanted to license it.
- She then became a digital content marketing consultant and PR spokesperson at HGTV.

Trulia Transition - (5:00)

- Tara was recruited by Trulia.com to run their content marketing program in-house and this was Tara’s big career transition.
- “I learned to truly, deeply trust my inner guidance and learned that if I got clear and decisive about what I wanted to create in my life, the opportunities will actually flow in. Especially the more you put what's on your heart out there." - Tara-Nicholle Nelson
- With Trulia’s newsletter, Tara was driving 10 to 11 million visits to Trulia a week.
- “Our emails were deep dives into how we could remove a friction that we knew our customers were experiencing, in trying to solve the high-level human problem that we as a company existed to solve.” - Tara-Nicholle Nelson
- “It does require a shift to truly authentic customer-centricity. You really actually have to care.” - Tara-Nicholle Nelson

Next Steps & Writing a Book - (13:30)
- Tara left Trulia and went to a boutique PR firm in San Francisco that represented venture-backed startups.
- “I could get really great results using content marketing when the companies would let the content not be about them.” - Tara-Nicholle Nelson
- “I was noticing the brands who would let me do that in a way that helped their customers truly be healthier, wealthier, and wiser were the brands who are getting these crazy off-the-chart engagement results with their content.” - Tara-Nicholle Nelson
- Tara coined the phrase, “the transformational consumer” and she published "The Transformational Consumer: The $300 Billion-plus Opportunity Most Entrepreneurs Have Never Heard Of" in Forbes.
- Tara then started on the book writing process in 2014 and around the same time she landed her first consulting client with MyFitnessPal.
- She worked with MyFitnessPal as the CMO until they were acquired by Under Armour in 2015.

Feedback From Marketers After the Book Launch - (28:50)
- “The book is a very expressive rallying cry. It's a call to action to marketers to position their role in the business they work in, as about more than just brand and more than just brand-centric messages. It's a bit of a rallying cry for marketers to seek some control over their own place in the business case, mostly around engagement, like arguing for your own metrics, arguing for your own role at the table, to be about engagement of customers for the long run, which is necessary for every single kind of business at every single stage to survive.” - Tara-Nicholle Nelson
- Feedback from readers included struggles to generate influence in their organizations and constant “Monday morning quarterbacking” of their programming.
- “Not only do you have everyone on the team who thinks that they know how to do your job better than you, but also they get feedback from everyone who read the New York Times article, everyone who saw the ad and you hear all of that.” - Tara-Nicholle Nelson

Coaches & Mentors (34:30)
- “When I talk about these practices for inner-wellbeing, when people say, ‘I really wish I'd had a coach,’ I think what we're talking about is actually taking care of our soul. Having a coach, depending on the coach, can be that person who holds the space for that work, which you may not ever do otherwise.” - Tara-Nicholle Nelson
- “I think that we're all superheroes. I think that human beings, we all have the ability to have a thought or an idea about a thing that does not exist and then cause that thing to exist.” - Tara-Nicholle Nelson
- “I believe we are intended, we are designed to create and to create in flow states and flow mode bringing, not blocked and stuck and stressed all the time. So coaching can be great for that.” - Tara-Nicholle Nelson
- “We all are doing a hero's journey over and over and over and over again. Every time we seek to improve or change something about our lives or try to do something we've never done before.” - Tara-Nicholle Nelson

Pardot Lightning Round - (50:20)
- Most fun app: Youtube
- Recent ad campaign you're envious of: A Nike campaign with two Ethiopian sisters
- Favorite vacation spot: Croatia
- Favorite book or podcast: The Science of Being Great by Wallace D. Wattles
- Favorite thing to eat or cook: Eat - french fries; cook - kale smoothie
- Most excited about for the future of marketing: Marketers stepping into their power, owning their expertise and caring about how their companies impact the world.
- Best advice for a first-time head of marketing: Journal
- What you never get asked that you wish you were asked more often: Why my pug is a Zen Buddhist Monk?

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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