How to Make the Most Out of a Diminished Marketing Budget Due To COVID-19 with Ruth Zive, Head of Marketing at Ada (GMT096)

With consumers cutting spending in response to COVID-19, it might be tempting for companies to make deep cuts to their marketing budget. But study after study shows that going dark with marketing altogether hurts your chances of recovering well out of an economic downturn. For marketing leaders, what are we to do with diminished marketing budgets so we can make the most bang for our buck and come out at the end of this crisis on top?

This week, I have Ruth Zive, the Head of Marketing at Ada, a platform that empowers industry-leading organizations like Telus and UpWork to transform their customer service with AI-powered automation. She shares her tips on what to focus on with a reduced marketing budget.

In episode 96, you’ll learn:

  1. What should marketers do with a diminished budget due to COVID-19?
  2. Tips for marketers who aspire to lead a marketing team one day
  3. What are skills marketers should be learning right now?
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Get outside of marketing and sell a little bit. – @rzive from @GrowthToday podcast. Get the full podcast episode 👇 Click To Tweet Even with the diminished budget, think about how you can amplify your voice and really put your message out there into the market. – @rzive from @GrowthToday podcast. Get the full episode 👇 Click To Tweet
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Key Discussion Points
  • [02:27] How Ruth became Head of Marketing at Ada
  • [04:40] Customer experience is often siloed to different departments in a company such as Sales, Customer Success, Marketing, and Support. Why is it important for marketers to approach the customer experience as a whole?
  • [07:57] What are things companies can do to make sure that their customer experience is consistent across the company?
  • [12:34] Why is copywriting the most important marketing skill?
  • [13:39] How can marketers improve their copywriting skills?
  • [15:32] Other skills marketers should be learning right now.
  • [17:15] What should marketers do with a diminished budget due to COVID-19?
  • [24:23] Ruth’s advice to marketers who aspire to lead a marketing team one day.
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About Ruth Zive

Ruth Zive is the Head of Marketing at Ada, a platform that empowers industry-leading organizations like Telus and UpWork to transform their customer service with AI-powered automation. She has worked for two decades serving B2B clients in the technology, financial services, and non-profit industries.

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