Ben Ryan is the Marketing Manager at Transact Campus, which simplifies campus payments and commerce for higher education institutions, offering products ranging from mobile ordering to NFC wallets. Focused on marketing directly to students, faculty, and parents, Ben brings a fresh perspective to B2B and B2B marketing with a solid grasp of both worlds. With his experience, he adeptly wears multiple hats, constantly adapting to generational marketing needs and global market differences. His goal is to ensure the end user is satisfied, leading to customer retention and recognition for the company.
Here’s a glimpse of what you’ll learn:
- [1:42] Insights into Ben Ryan’s niche expertise in higher education financial services
- [2:25] The unique B2B2C marketing approach that drives end user engagement
- [3:41] Ben’s take on the influence of generational marketing when targeting Gen Z
- [5:41] Tips for tailoring content length and format for different audiences
- [6:27] Strategies for engaging with today’s student demographic in a digital world
- [9:14] The challenges and rewards of regional marketing variations
- [14:56] Using Reddit as a research tool to understand and meet students’ product needs
- [24:18] The critical importance of a B2B2C strategy for continued success
In this episode…
In this episode of the Tailwind Marketing Podcast, host Carlos Corredor chats with Ben Ryan, Marketing Manager at Transact Campus. Ben shares his approach to managing the unique demands of B2B and B2C marketing in the higher education space, where understanding both institutional clients and student end-users is key.
Listen in to see how Ben handles generational shifts, creates engaging content for Gen Z, and balances brand and product marketing, some real-world insights on bridging the B2B2C gap and making your marketing resonate across different audiences.
Resources mentioned in this episode:
Quotable Moments:
- “You need to pretend as if you are the client. I think one piece a lot of companies miss is the end-user piece.”
- “Gen Z will not come to the company anymore. You won’t see reviews. It’s honestly via Reddit.”
- “Just because we used it five years ago doesn’t mean that it’s going to work now.”
- “If the end user isn’t using your product, basically, your client could say it’s not being used, we’re going to go with another provider.”
- “By the time I finish a project, I don’t call them clients; I call them my friends because we went through it all.”
Action Steps:
- Implement a B2B2C marketing team: This helps maintain end user satisfaction and strengthens client retention.
- Conduct market research on platforms like Reddit regularly for direct consumer feedback: It’s an authentic source of consumer sentiment, reflecting real-time opinions and usage experiences, guiding actionable improvements, and reducing guesswork.
- Localize and personalize marketing communications for regional and cultural relevance: This enhances effectiveness by resonating with the target audience’s cultural context, leading to better marketing performance.
- Create and utilize short, engaging content that suits the audience, especially Gen Z: This helps capture and retain attention in an era of short attention spans and fast-paced media consumption, improving message penetration.
- Foster strong relationships with clients by involving them in marketing efforts: This builds trust and partnerships, encouraging clients to become brand ambassadors, aiding organic growth, and providing social proof.
Sponsor for this episode…
This episode is brought to you by Condor Marketing & Staffing.
Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs.
Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.
We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.
To learn more about our execution of ROI-focused marketing, reach out to us at CondorAgency.com or email us at support@condoragency.com.
