E458 – Current & Critical – Karin Borgersen, Life Cycle Marketing in the Age of Energy Transition
“You’re never gonna be able to manually manage all of this complexity at scale effectively. You’re gonna need a level of automation that really allows you to personalize and execute on each of those segments at scale.”
Karin offers a compelling perspective on the transformative power of marketing automation and customer segmentation within the energy sector. Drawing on her experiences from both the telecommunications and energy industries, Karin highlights the crucial role data integration plays in lifecycle marketing. In this episode, she explains how AI and emerging technologies are not just about making marketing smarter but also more creative, with the potential to revolutionize customer engagement. Karin emphasizes the importance of having a strong foundational strategy before embracing advanced tools, reminding listeners that success in marketing is as much about human expertise as it is about technology. With insights into Alberta's evolving energy landscape, this episode is a must-listen for anyone curious about the future of marketing in essential services.