Meet Ernest

Currently leading CRM and Organic Social at Travel Circus in Berlin, Ernest has worked across Singapore, Sweden, and Germany. With a decade in marketing and a mind wired for frameworks, he’s obsessed with turning customer engagement into measurable growth.

In this episode, you’ll learn how to:

• Think of CRM as a self-sustaining growth engine

• Use race car metaphors to make strategy stick with stakeholders

• Balance data-driven decisions with marketing intuition

• Choose MarTech tools with a structured, no-fluff approach

• Align CRM efforts across departments - from tech to legal

Episode Breakdown

• 00:00 – Ernest’s international journey and current role at Travel Circus

• 02:40 – Changing the perception of marketing as a “cost”

• 04:50 – Attribution, AB testing, and the balance of data and intuition

• 06:55 – The “race car” CRM framework explained

• 10:30 – Fueling CRM: people, tech, process, and business goals

• 13:30 – Turbo boosts: campaigns like Black Friday and Valentine’s

• 14:45 – Using frameworks to communicate with stakeholders

• 16:45 – CRM tech migration: switching to Bloomreach

• 18:50 – Segmentation, RFM modeling, and tool evaluation

• 21:15 – The NABC framework for evaluating MarTech

• 23:00 – Why knowing frameworks isn’t enough - you have to apply them

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Antonio Hersonski isn’t your average CRM guy.He’s been at the heart of CRM for eight years, shaping loyalty at brands like GetYourGuide and now leading the charge at Kartenmacherei — the market leader for personalized print products.

In this conversation, you'll hear how Antonio broke free from the noisy digital ad world...and why sending a real, physical letter might be your next CRM superpower.

You’ll learn:

• Why print isn’t dead — it’s just been misused.

• How to build print into your CRM playbook without losing your mind.

• The surprising timing trick that makes print and email work better together.

• How to track print ROI so you never fly blind.

• Ways to make high-cost channels profitable (and when to walk away).

Episode Breakdown

[00:00] — How Antonio went from selling to building loyalty empires (and why CRM felt like home)[01:00] — Why printed paper — yes, paper — beats Instagram ads for the right customer[03:30] — When print becomes your secret weapon: ROI math nobody talks about[04:45] — Start smart: Why you should always build email first before touching print[05:30] — Seasons of gold: How weddings, Christmas, and life moments fuel CRM wins[06:30] — The email vs. print debate: What happens when you send email before a letter hits?[07:00] — Tracking old-school marketing: How to prove your print mailings actually work[07:45] — Optilyze, Emarsys, Deutsche Post: Choosing your partners without losing your sanity[09:00] — The truth about print formats: Why customers crave simple, not shiny[10:45] — Real talk: How long it really takes to ship thousands of print campaigns[13:30] — Control groups that don't suck: Making experiments clean and convincing[14:30] — What if your customers are 25 or 45? How age really (doesn’t) change CRM tactics[16:00] — Perfection vs. profits: Why standardization wins when scaling print[18:00] — Automation dreams: Using smart funnels to keep your print game alive (without drowning)[19:45] — Minimum orders, postage hacks, and saving yourself a financial faceplant[21:00] — Consent made simple: How to handle unsubscribes without headaches[21:45] — Buying addresses: The good, the bad, and the very legally grey[22:15] — Why unique voucher codes aren’t optional if you care about your bottom line[23:30] — Skeptical about print? Start here: Parcel inserts and cheap wins to test the waters

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INSIDE CRM with Tom Burrell: Why do CRM managers feel undervalued? How can it be solved?In this insightful episode of the Inside CRM Podcast and the Customer Retention Show, Jessica and Tom discuss the often overlooked value and challenges faced by CRM managers. They explore why CRM teams feel undervalued, referencing research showing 75% of UK CRM teams feel underappreciated, creating a negative cycle affecting both morale and business performance. The conversation covers career journeys, ranging from startup experiences to large corporate roles, highlighting the importance of visibility, proper attribution models, and support from leadership. They also tackle technological implementations, data reliability, the rise of acquisition costs, and how retention strategies impact business growth. Both hosts agree on the need for CRM teams to elevate their profile and demonstrate their impact on revenue and customer experience. They conclude with practical advice for CRM professionals and leadership on how to bridge the understanding and appreciation gap. The episode is a valuable resource for anyone in or aspiring to be in the CRM field.00:00 Introduction and Welcoming Tom00:39 Jessica's Background in CRM01:47 Tom's Background and Experience02:49 Diving into the Topic: Why CRM Managers Feel Undervalued04:49 Misconceptions About CRM05:54 The Diverse Skill Set of CRM Professionals08:40 Challenges in Leadership Understanding CRM Value19:37 The Importance of Visibility and Communication22:39 Psychological Impact on CRM Professionals25:39 Advice for CRM Teams and Leadership31:14 The Role of Technology in CRM40:20 Final Thoughts and Conclusion

P.S. Tom is sharing great CRM strategy insights every week which often land in my must-reads. 👉 Sign up here: https://theretentionblueprint.beehiiv.com/subscribe?utm_source=www.insidecrm.io&utm_medium=podcast&utm_campaign=shownotes&_bhlid=6cd94ae47ca8c6afc209ddade9a70bb4faf5fdf0

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For more content, check out insidecrm.io.

INSIDE CRM with Milica Markovic: Mastering Marketing Automation Through SimplificationStep into the world of innovative CRM solutions as Milica Markovic, a CRM expert at kfzteile24, shares her approach to managing customer engagement across a 5-million-product automotive parts marketplace. Drawing from her experience at Smava and her current role, Milica demonstrates how to transform complex marketing automation into streamlined, efficient processes.Her team shifted from 80% routine tasks to focused innovation through strategic automation. By treating messaging as code rather than design, they implemented a system using Google Sheets and CSV files to manage complex personalization at scale. Through smart segmentation and strategic use of Bloomreach, they achieved one-to-one personalization without overcomplicated solutions.The episode reveals practical insights into building scalable automation systems through asset farms, master templates, and recommendation engines. Milica's team achieved 1.5 billion template combinations while maintaining operational simplicity. She emphasizes giving teams freedom to experiment, leading to successful initiatives in contextual personalization and AI-driven content creation, while maintaining focus on revenue growth and customer lifetime value.00:00 Introduction to Milica and Her Background03:15 Simplifying Complex Marketing Automation07:45 Building the Google Sheets System12:30 Achieving One-to-One Personalization16:20 Team Innovation and Experimentation20:15 The Future of CRM and Marketing Automation

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INSIDE CRM with Moritz KöllingerJoin us for an insightful conversation with Moritz, a seasoned marketing executive and self-described "marketing firefighter," who brings 12 years of marketing expertise to discuss the critical role of CRM in driving revenue. Currently serving as VP Marketing at Timeless*, Moritz challenges conventional startup thinking by prioritising revenue-generating CRM initiatives over traditional paid media campaigns, sharing practical examples of how focusing on CRM leads to more efficient marketing operations and improved customer acquisition costs through his experiences transforming marketing operations in startups.00:00 Introduction and Background03:15 Marketing Turnaround Strategy07:45 Balancing Short and Long-term Goals12:30 CRM and Paid Marketing Collaboration16:20 Leadership Recognition in CRM20:15 Future of CRM in Marketing Organisations*FYI Moritz switched companies in the meantime.

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Ready to revolutionize your understanding of Customer Relationship Management? Join us as we welcome Markus, a true pioneer in the CRM realm with nearly two decades of expertise. He shares his transformative journey from orchestrating loyalty programs to crafting a state-of-the-art customer data platform. Discover why CRM was once underestimated in newer businesses, and how Markus endeavors to democratize CRM tools, making them robust yet accessible for marketers everywhere.Learn the intricate dance with Customer Lifetime Value (CLV) as we explore its multifaceted challenges. From B2B complexities to the pressing need for precise predictive analytics, we dissect the nuances that make CLV a critical yet often misunderstood metric. Markus brings clarity to the often murky waters of CLV, highlighting why a tailored approach, grounded in solid data, is essential for predicting future customer actions and achieving long-term success.Balancing immediate sales targets with nurturing lasting customer relationships presents its own set of challenges. We take a closer look at how AI can be a game-changer for CRM, while also addressing the hurdles of fragmented data systems and the evolving regulatory landscape post-GDPR. Markus offers insights into how businesses can optimize customer journeys through strategic data management, ensuring that AI and CRM integration isn't just a possibility, but a powerful reality.

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Discover how the travel industry is being reshaped by the innovative business model of numa, as we chat with CRM expert Tim, who brings his 15 years of expertise to the table. If you've ever wondered how to blend the comfort of traditional hotels with the flexibility of Airbnb, numa's concept of "serviced apart hotels" might just be the answer. This episode highlights the streamlined travel experiences offered by numa, like contactless check-ins and the removal of superfluous amenities, all while keeping guests conveniently close to city hotspots. Tim also shares how numa uses engaging content to tap into the emotional journey of travel, inspiring potential guests to embrace the unique lodging experience they offer.But that's not all—our discussion extends into the realm of loyalty and customer engagement, focusing on mastering CRM systems. We explore the potential of platforms for managing loyalty programs in industries with low-frequency interactions, such as travel and cinema. From crafting valuable customer experiences to debating the dual role of CRM as both a brand and performance channel, this episode promises to equip you with insightful strategies for fostering customer loyalty and meaningful engagement. Listen to uncover how brands can maintain quality customer relationships, even when it doesn't directly boost the bottom line.

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INSIDE CRM with Krzysztof Szymanski 

In this episode, host Jessica Jantzen engages in a conversation with Krzysztof Szymanski, a seasoned CRM expert. Krzysztof shares his journey from advising multiple companies in CRM strategies to leading a team at GetYourGuide during the pandemic. He discusses the importance of understanding company-specific needs, leveraging team skills, and cautious tool transitions. The episode also delves into the advantages of the CRM tool, Braze, and how CRM teams can optimize product engagement and profitability, especially in unique situations like annual tax filing with TaxFix. Get ready to uncover valuable CRM insights that you can apply to your own strategies.

00:00 Welcome to INSIDE CRM!

00:52 Meet Krzysztof

01:42 Building CRM Teams and Overcoming Challenges

02:43 Transferring CRM Strategies Across Industries

05:48 People, Process, Platform: A Framework for CRM

07:23 Choosing the Right CRM Tool

08:57 The Future of CRM Tools

12:12 CRM for Seasonal Products: The TaxFix Case

13:37 Conclusion and Farewell

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INSIDE CRM with Alexander Seiler In this episode, host Jessica Jantzen dives into CRM strategies and insights with Alex, the Co-Founder and VP Strategy Consulting of Sparkplant.io. They discuss the evolution of CRM roles, the importance of integrating different teams, and the challenges of keeping up with the fast-paced development of CRM tools. Alex shares his experiences transitioning from a corporate telco background to leading CRM in various startups and established companies. He also offers practical advice on building an effective CRM team, choosing the right tools, and the significance of continuous learning and adaptation in the industry.00:00 Welcome to INSIDE CRM!00:44 Meet Alex: From Beers to CRM Director01:30 Alex's Career Journey02:40 The Ideal CRM Organisation05:07 CRM Tooling Landscape Evolution12:23 Aligning CRM Teams with KPIs14:11 The Role of CDPs in Modern CRM15:50 Final Thoughts and Recommendations17:33 Closing Remarks

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For more content, check out insidecrm.io.

INSIDE CRM with Elsa Dez In this episode, Elsa shares her journey and extensive experience in Customer Relationship Management (CRM). She speaks about her role at Kleinanzeigen, a classifieds platform, where CRM is evolving from marketing to product. Elsa discusses how CRM supports various aspects of Kleinanzeigen's business, including B2C, C2C, and B2B sectors, and the importance of aligning CRM with other business functions for greater efficiency and impact. Key highlights include managing the transition of CRM from marketing to product, the importance of streamlined communication tools, and the approach to effective, non-intrusive customer engagement. Elsa also briefly touches on her personal inspirations, recommending 'Think Again' by Adam Grant for fostering a growth mindset.00:00 Introduction and Background01:21 Elsa's Journey in CRM02:12 Kleinanzeigen's CRM Strategy03:22 CRM's Role in the Organization06:40 Streamlining Communication09:45 Challenges and Solutions in CRM13:42 Final Thoughts and Recommendations

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INSIDE CRM with Susanna Dunham In this episode of the INSIDE CRM Podcast, your host Jessica Jantzen sits down with Susanna Dunham, a seasoned CRM expert with 13 years of experience and currently a leader of the Customer Value Management and Success Enablement Team at GoStudent, an ed-tech start-up. Tune in as they discuss Susanna's dynamic career journey which spans from HelloFresh to Estée Lauder, unraveling the crucial role CRM plays across varied companies and industries. Expanding on her successful CRM strategies and highlighting the value of experimentation, Susanna sheds light on how to effectively optimize team structure and nurture a culture of understanding around the essence of CRM in a business. Make sure not to miss this deep dive into the world of CRM. 

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For more content, check out insidecrm.io.