Natasha Madan shares ways adaptive marketing and AI tools can help brands build trust with customers across mindsets, life stages and generations.
Hear ways Intuit Credit Karma tailors campaigns for different audiences from first-time account holders to long-term wealth builders, including using AI to accelerate customer insights and content development while keeping human judgment central.
How can one brand voice effectively reach audiences across the financial spectrum—from getting started to building long-term wealth?
By not speaking to everyone in the same way. Brands build trust by adapting, personalizing and differentiating marketing campaigns to reach customers along their journey.
In this episode, Natasha Madan, head of marketing at Intuit Credit Karma, shares strategies for adapting a brand’s marketing approach to appeal to and maintain loyalty with a vast audience. It starts with understanding what customers care about—their concerns, aspirations and goals—and having the agility to reshape messages around each segment’s distinct needs.
AI tools can help turn audience understanding into personalized campaigns by using past performance insights to improve future efforts and creating relevant content faster—but human judgment remains paramount.
“Nothing goes out without that judgment layer,” Natasha says.
She shares an example of how AI helps her team synthesize psychographic data to identify nuanced audience segments in three-and-a-half weeks, a process that could typically take six months or longer. These insights help the team segment audiences based on factors such as mindset and age, reach them on preferred platforms, and tailor the message’s emotional or functional tone:
Natasha emphasizes that she sees the key to meeting more customers where they are is balancing a practical, data-driven strategy with emotional storytelling. For marketing leaders, this episode highlights the value of understanding what different audiences need, where they seek guidance, and ways to make them feel seen on their financial journey.
In this episode, you’ll hear about:
[02:04] Being a successful matchmaker
[03:27] Natasha’s path to Intuit Credit Karma
[06:56] The scope of marketing at Intuit Credit Karma
[10:29] A new brand campaign
[15:49] Reaching Gen Z customers
[17:19] AI’s role at Intuit Credit Karma
[22:40] The future of agentic finance
[27:10] Past experience that defines you: Embracing failure
[29:40] Advice to your younger self: Have more fun
[30:05] A topic you're trying to learn more about: Agentic AI
[30:28] Latest curiosities: How AI impacts education
[31:46] Largest potential opportunity: An open mindset
About the show
Alan B. Hart, Deloitte Digital marketer and marketing adviser to companies around the world, leads in-depth conversations with influential chief marketing officers (CMOs) and dynamic business leaders. Marketing Beyond breaks the mold of standard marketing podcasts as Alan and his guests uncover the strategies, insights, and advice that shape exceptional brands, marketing campaigns, and business turnarounds. Discover the personal experiences and compelling stories of these marketing and business leaders, and unleash your potential.
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