Episode Thumbnail
Episode 24  |  33:15 min

Using AI to Shape Customer Experience (with MK Getler, Head of Marketing at Alyce)

Episode 24  |  33:15 min  |  06.07.2021

Using AI to Shape Customer Experience (with MK Getler, Head of Marketing at Alyce)

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This is a podcast episode titled, Using AI to Shape Customer Experience (with MK Getler, Head of Marketing at Alyce). The summary for this episode is: <p><span style="color: rgb(0, 0, 0);">MK Getler is the Head of Marketing at Alyce, a “Personal Experience Platform” that creates meaningful connections with its AI-enabled gifting. With such a cool service to promote, Alyce’s marketing efforts encourage consumers to initiate those meaningful connections by implementing a robust rich media content strategy.</span></p>
Takeaway 1 | 00:40 MIN
What Does Alyce Do?
Takeaway 2 | 00:55 MIN
Building Momentum In Your Relationships
Takeaway 3 | 00:55 MIN
Human To Human Marketing
Takeaway 4 | 00:40 MIN
Content Is Like A Circle
Takeaway 5 | 00:39 MIN
The Content Repurposing Mindset

MK Getler is the Head of Marketing at Alyce, a “Personal Experience Platform” that creates meaningful connections with its AI-enabled gifting. With such a cool service to promote, Alyce’s marketing efforts encourage consumers to initiate those meaningful connections by implementing a robust rich media content strategy.

In this episode, MK talks about her unique and resourceful approach to content marketing, including:

  • The importance of focusing on the person behind the persona
  • Why you should squeeze every last drop of utility out of the content you create (and how to do it)
  • Using content to create a self-propelling flywheel
  • Repurposing your content by changing your perspective
  • Important hires to make if you want an in-house video content repurposing team
  • Using team members from all departments to create engaging content
  • Bringing your team’s 9-to-5 into their 5-to-9

Where to find MK and Alyce:

Connect with MK on LinkedIn

Follow MK on Twitter

Check out the Alyce website


- LIGHTS, CAMERA, GROW PODCAST -

Apple Podcasts – https://apple.co/2xU2dYq

Spotify – https://spoti.fi/2XecKbF

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YouTube – http://bit.ly/TobeAgency_YouTube

Thanks for watching and listening!

Guest Thumbnail
MK Getler
Head of MarketingMK on LinkedIn

MK Getler: I got it gifted by Alyce actually. And the experience was unlike any other. It was a cedar box. It had my initials monogrammed on the corner of the box. And when I opened it, inside, there was a handwritten note. It wasn't anything earth shattering as a gift, as far as gifts go. But it was a thoughtfulness, it was the intention. I went straight to the marketing team was like," What are you all building here? Because this is the coolest thing. I have to learn more about how you're using this to grow your business."

Jared Sanders: That's MK Getler, dog mom, avid snowboarder and head of marketing at Alyce. On this episode, we sit down and talk to MK about how Alyce is changing the one- on- one customer experience game using AI and we talk about the importance and the strategy of how to squeeze every last drop of juice out of your content. This is Lights, Camera, Grow. Hey, what's going on guys. Welcome back to the Lights, Camera, Grow podcast. My name is Jared and today's podcast, we have MK Getler. How's it going, MK?

MK Getler: Amazing. It's sunny here, which is not always the case in the middle of winter, which is at the time of this recording, we're in the middle of winter. The light is at the end of the tunnel, spring is not far away. Punxsutawney Phil told us it's not too far away, but I'm just going to take every sunny day that I can and just enjoy it.

Jared Sanders: So for everybody listening out there, it is February. So it's probably a little bit snowy where you are. Yeah, a little bit cold. It's actually been a little bit chilly here on the West Coast, which is kind of weird. We've had some weird days in the thirties and the forties. For this time of year, it's kind of weird. And it's raining, of all places. It never rains in Los Angeles, so it's kind of weird. But yeah, nonetheless, thanks for joining us here today on the podcast. For those of the audience that don't know who you are, or Alyce, could you give us a little bit of backstory on yourself and tell us a little bit about Alyce?

MK Getler: Yeah, absolutely. So I'm MK. I'm the head of marketing here at Alyce and we are an AI augmented personal gifting and personal experience platform, which has a lot of jargon in there. So I'll deconstruct the jargon a bit. Last year, we created this category called personal experience, we've truncated it to PX. And PX is all about turning those one to many or one to few interactions or worse, touches, which I'm super creeped out by that word, into one to one moments, wherever possible throughout the customer journey. And our platform allows folks to do that at scale. So we take the best of automation, we take the best of AI and we use the best of building relationships and bonds with folks and enable really good deep one- to- one conversations through our five to nine. So I can't help but notice all of the stuff you have on your background here, all the things that I assume are your five to nine interests. It looks like there's some video games there, maybe a Polaroid camera. All that stuff tells a story about who you are as a person, and marketers are so hung up on talking to the persona. So we want to fix that. We want to change that.

Jared Sanders: That's cool. So I can't help but ask, and this is probably going to derail a little bit, does it ever get the equation wrong and send the wrong gift?

MK Getler: It doesn't, actually. What's so interesting is, so the information that we send for the AI augmentation is really just about the personal groupings of information that we find about folks on social media profiles, things that are just public domain information. It wouldn't be that hard for me to go probably find you on social media, on LinkedIn, maybe on Instagram, on Twitter and find your affinity groups. Our platform just helps enable that and then allows you to build momentum on that. But the cool thing is our platform, it's not about the aha moment of getting the gift. It's actually about helping to facilitate a conversation for what someone may select or swap out from their gift in the marketplace. So our tool, while I may end up sending you, I don't know, I could get like a cool Atari poster for you, you instead may go into our marketplace and say," You know what? We adopted our dog from the MSPCA, ASPA, whatever the animal shelter of your choice is, and donate the proceeds of the gift to something that matters to you. Now, the next thing we do when we talk is we talk more about your affinity for pets, for rescues and where that comes from. And we're not talking about something that isn't relevant or important to you at that very moment. And as the relationship progresses and I send you more gifts, you're opting in, you're giving me more insight and information into the things that motivate you, the things that inspire you. I hope we, one day, we'll see you select a onesy for your newborn, all little things like that, that just tell me more about what makes you tick. And that is where we can build bonds and deepen our relationships on a one- to- one level.

Jared Sanders: That's amazing. So what is the average time length of that, I guess you could say? So I imagine the first version, or the first iteration is probably quick, right? You fill out what you need to fill out and then it goes out. But what's the average, I guess, time length that it takes to get to the deeper versions?

MK Getler: Our philosophy is, the more that you create those one- to- one moments, the more those moments turn into momentum in your relationship. When you can give someone that unexpected, crazy high expectation experience, people are more inclined to want to come back to you, want to come back and have conversations with you. Most folks will start often initiating the relationship, at the beginning of a sales cycle, for example. But you have all series of moments and collection throughout the entire customer life cycle, work anniversaries could end up being part of that. Huge celebratory milestones, one of your customers ends up getting a new round of funding, flip them some gifts. Say," Hey, this is huge. Congrats. This is so great to be part of this major milestone for you and your organization." So the frequency of delivering these moments should happen all throughout the customer experience and gifts can help facilitate that more effectively. But you don't need to have gifting for personal experience to come into play, right? That just so happens to be the commodity that we trade in today. But there's so many other applications. You have companies out there like Palm Balm, like Vidyard, like Wistia, who are working on video technology so that people can have one- to- one moments with each other. Movable Ink, PathFactory, Uberflip, they're working on technology to change content and deliver moments throughout the customer journey based off of the intent, data and intel they have on prospects. So personal experiences happening all around us, I just think we can make it better. I think we can elevate that experience for our consumers time and time and time again, and it should gain momentum throughout the relationship.

Jared Sanders: So I guess, just at a fundamental level, it sounds like in general, no matter what kind of business you are, no matter what you're doing, these are fundamental things that you should be doing regardless. Right? You should be figuring out how to make this one- to- one connection so that it's more personable, so it's not just the handshake, business contract, move on. Less of that, right? And again, going back to what you said earlier on, less of the persona, more of the person. How did you fall into this when you started at Alyce? Was this a passion of yours to begin with or was this just a path that you got led down?

MK Getler: When you go back to like the beginning of my marketing career, you'll find like this deck that I built from the very first time I presented at HubSpot's annual conference inbound or event, they like to call it an event, their event inbound. And you can see way back in 2014, I think that was, I was already talking about human to human marketing. It's something that I have just always felt is a really important part of building longing, lasting relationships and bonds in business. Now HubSpot took it even further than that and built the flywheel because the flywheel and allowing your customers to market through your customers, not to them, has the cyclical effect of driving more business and the amplification of the things that you're doing really well. Your customers are doing your marketing for you. Now that could be really good marketing, or it could be really bad marketing. It just depends on the experiences you're delivering and how often you're getting one to one with them. So going all the way back to that, that's when I started cutting my teeth on this philosophy that we should be more human in our marketing, we should be more personal in our marketing. Fast forward to 2019, I was working at another startup, I got bit by the startup bug. After I was at HubSpot, we went public and I was like," This is cool. Let's keep doing this." I was at company called BirdEye, where we worked on online reputation management, meaning how do you take your customer's feedback and use that feedback to manage your online reputation through reviews on Google or G2 Crowd or TrustRadius, and use that as a fulcrum, as a lever of success for your growth and your demand engine. But I got gifted by Alyce actually. And the experience was unlike any other. Everyday I would walk into the office. I would have at least three or four boxes on my desk. And most of them were like generic crap. I'm super picky too, by the way, about pens and the amount of terrible ballpoint pens that I would just quickly chuck over my shoulder and completely forget about is unreal. The amount of waste we're putting into our systems now of things that are just not good. But this Alyce experience, it was a cedar box. It had my initials monogrammed on the corner of the box. And when I opened it inside, there was a handwritten note. And all the notes said was," It looks like you have an eye for photography. I hope this comes in handy. If it makes sense for us to connect, here's my contact information." And when I went to redeem the gift, it was just a picture frame. And it wasn't anything earth shattering as far as gifts go. You can go to Marshall's, you can go to HomeGoods and you get a picture frame for like 15 bucks. But it was the thoughtfulness, it was the intention and the subtle compliment, yeah, of course, like they stroked my ego a little bit. But that whole end to end experience made me feel seen. It made me feel as though I was the only prospect this rep cared about. And so unfortunately, I bypassed the rep and went straight to the marketing team, was like," What are you all building here? Because this is the coolest thing. I have to learn more about how you're using this to grow your business." Months later, the stars all aligned and then eventually it was just the right time for me to jump over to the Alyce team. And I haven't looked back since, it has been incredible. So I've been on the team since December of 2019. Originally started building out their customer marketing motion. And suddenly here I am now leading the entire team of almost 15 folks in both marketing and business development.

Jared Sanders: That's amazing. What an amazing story too, that they sort of roped you in and it was almost like, I don't know if the intention was using it as a recruiting tool, but it almost was a recruiting tool. Right? That's amazing. And yeah, the thoughtfulness of just something simple, like a picture frame. I'm sure you would have been just as stoked if maybe your family member would've got you that, right? If they would've been like," Wow, that's really thoughtful. You actually are paying attention to what I'm actually into, on a deeper level." So that's really cool. So going, as you mentioned, just growth, when you started to now, what have been some of those growth goals for Alyce and yourself and your team?

MK Getler: One of the things that our growth goal last year was about announcing the new category we're creating, personal experience. So if you've ever read the book, Play Bigger, one of the things that they advise is when you do define a new category is to create a category lightning strike. So last year, we came out into the market, it was our coming out party, if you will, and we struck the market with this concept of personal experience and have slowly been building momentum around that. Obviously, last year, is such an unusual year and like many companies, many folks in our position, we were just trying to get through the year and make the most out of what little positivity and excitement and momentum we had in the marketplace. We're so, so fortunate. And I know and recognize that not everybody was in this position last year. But because our product allows people to build bonds and get to know one another, even without seeing each other face to face, our product was perfectly poised in the market to help folks who were struggling to figure out," In lieu of events, how do I get to build these connections with my attendees," or" In lieu of face- to- face prospect lunches and dinners, how can I sponsor lunch and or dinner for them and maybe meet virtually up after they've eaten?" That type of experience was something that we were really fortunate, like I said, to be able to help facilitate for folks. Beyond that, some of the more mechanics, we're a series A startup, so hitting our revenue targets, making sure we're on top of all of that, growing our demand gen engine and function, basics like defining life cycle stages, all the boring marketing stuff. Yeah, right? The mechanics of it all. Those were also big milestones and goals for us for last year, but I'm glad we had that experience. I'm glad we did our due diligence and paid our dues against building the right engine because this year, all the momentum we generated last year has just catapulted us into a really awesome position for 2021.

Jared Sanders: Yeah. I was going to ask or mention just based on everything going on last year for anybody listening to this way in the future, or in the middle of a pandemic, and it's so funny and just a side note, I keep saying middle and we always hear middle of a pandemic. And I think that's just because we never know where the end is, right? So we could be three quarters through it, but you never know. Right? So it's the middle of the pandemic.

MK Getler: That generations that listen to this marketing stuff, five, 10 years from now, can be like," Those idiots, they were right on the verge of the end" or" Those idiots, they were four years out. They had no clue."

Jared Sanders: Right, right. So with that being said, I was going to ask, how has your philosophies, I guess, shifted based on just less physical face- to- face type contact? You just laid it out. You guys were perfectly positioned. It was almost like you were ahead of the curve anyway and you sort of saw, not into the future," Oh, we see a pandemic," but into the future of, well, things are just going to start to flatten out with technology. People are going to continue to do more FaceTime type video, Zoom video. So it's really interesting that you guys already thought ahead of that, by the way you positioned. And then of course, just falling into the trade show is the biggest one, right? That's always one of the bigger ones, the trade show marketplace. That's a perfect place to use a service like yours.

MK Getler: Yeah, absolutely. And you're right. Last year just called to mind, for most folks, how urgent and dire the situation was for marketers and sellers. But it wasn't just that moment. It had been building and mounting for quite some time, with the introduction of marketing automation platforms and sales automation platforms. We've watched as the quantity of interactions have increased, but the quality of those interactions have completely decreased.

Jared Sanders: Sure. It's like set it and forget it. Right?

MK Getler: Bingo. Yeah. And so we're now all going a mile wide, but an inch deep in the relationship. When in reality, we have the technology to go a mile wide and actually a mile deep. People just skip out on that step and sacrifice the experience for their prospects and customers along the way.

Jared Sanders: So that's a great segue because content is something that our agency is built on and obviously we're doing a podcast as content here. And we kind of feel that same philosophy, like you can go wide, but you can also go a little deeper, which is why we think a podcast is one of the better ways to do that. So let's talk about content strategy for Alyce. You guys produce a ton of content. Number one, how do you have all the time for it? What are some of those pain points? But also give us a little oversight of the content strategy.

MK Getler: Yeah, absolutely. So I will say I'm super flattered, thank you because my team does work really hard on the content that they produce. We care a lot about content. I don't fall far from the HubSpot tree, like I'm born and bred and forged in the steel of content creation. But what I really push my team to focus on this past year has been content re- purposing. So what you see in all these different avenues, all these different channels, all these different iterations or permutations of a piece of content, really just originates from one asset. The way I coach my team is content is like a circle, there are 360 degrees around that piece of content and how you choose to view that content, and from what degree you look at that content, you can reimagine and repurpose the angle of it. So for example, we have two original series that we launched last year, one called Data Protection Breakfast Club, where our general counsel, Andy, talks with all of his friends in data and or privacy and or legal about compliance around GDPR, CCPA, or just general like ad tech needs and wants at this point in time. And that, at face value, could sound boring to the layman, that could sound kind of boring to a marketer. But the way that we've thought that content is it should be fun, it should be light hearted and interesting. And we can turn that one recording into six different blog posts, 14 different social media posts, and also use our network of guests on the show to help amplify each episode from on there. So I know it sounds like I just described a pyramid scheme for a little bit, but it's not a pyramid scheme. I swear. We're just trying to take this content and get as much mileage out of it as possible. And so I trained my team. I taught my team how to take one asset and make it into 14 different assets. And now they've far outpaced my content creation or repurposing mindset. So they're thinking of all these unique and creative ways to repurpose this asset into sales sequences for our sales reps and marketing nurturing streams for our prospects that are in our marketable database of contacts. They're just going above and beyond with what we can do with that content. And it's not just content that we put out there and hope people react to, it's content that we want people to engage with. So we actually solicit and ask for feedback, we ask for a dialogue to unfold in social and then turn that as a moment into momentum in our customer relationship.

Jared Sanders: Yeah. That's so cool. We couldn't be more aligned. So as a philosophy inside the agency, we have something similar. We don't call it the pyramid, but we call it the pillar content method. And it's not far from HubSpot's pillar page method, right? We do the same thing, but we use our podcast. As an example, we'll take one hour piece, we'll start to cut it down into bite snippets and then they go into the various channels based on whatever are best fitted. But yeah, exactly. We call it upcycling, or recycling, I guess. I don't know what the cool kids say these days. For anybody out there that has content, that's been sitting there, webinars or podcast series, you can do this with that content and it becomes really valuable over a longer period of time. Obviously, it starts to build up your content library a lot more, and then you can go deeper, of course.

MK Getler: Absolutely. And when you look okay, so I'm going to put on my head of marketing hat here, but when you look at the unit economics of creating one asset, like a webinar, and not doing anything with it, you're just wasting time and energy because it takes so much time and energy from your team to stand up the webinar, to drive attendees to the webinar, to build all the content for the webinar, manage the pre- registration experience, manage the post registration experience and post- webinar experience. And for us to just look at that and then forget it and move on is such a disservice to all that you have just invested into that asset. So if you're thinking about cost per lead on an asset like this, you need to be thinking about, okay, so how can I take this piece of content and turn this into lots of lead generation opportunities for my business? And that goes a much further and allows you to actually reduce the cost per lead per asset, that you're generating.

Jared Sanders: Nice, very well laid out. Very well laid out. So just on the technical side, for anybody that's ever done it or has thought about, it is still a lot of work to break these pieces down, figure out where to repurpose them, get them up to the platforms, publish them and then track them and figure out what the next move is. What are some of those pain points? And are you guys handling all of that in- house, you have like an in- house editing team?

MK Getler: Yeah, yeah, so we do some hires that were really important and critical for me to make early on, were making sure we had the right video editor and or videographer in- house. And we're fortunate that we have Gonz who, he's just a dynamite video producer and an editor. So we have that on lock. We also have a killer graphic designer, Rachael, who spends time helping us with our visual identity and making sure that there is standardization, but scalability in our content creation processes. She's really great about building templates so that we can reuse and repurpose. And then the third critical hire we needed to make was what we call a brand content strategist. And this person's job is through Sara Pion, she's incredible as well too. Her job is to figure out, okay, now that I know what that core asset is, what are the 14 different ways in which I can rip this apart, rebuild it and repurpose it or recycle it? And then how do I want to distribute that across the channels? So this core trio is really the engine behind our content repurposing strategy. And they continuously work in lockstep with each other to find new ways to re- imagine either the content itself or how we're going to recycle the content as time goes on.

Jared Sanders: That's amazing. Are you guys planning these at a quarter a time, six months at a time, what's your normal cycle?

MK Getler: So we tend to look at these on a quarterly basis. But there's just going to sometimes be assets that just pop into our heads, out of the blue. So they're timely, they're relevant to what's going on in the marketplace. And so we might have to jump the queue on some of these things. We have always on surround sound strategy that's happening all the time. And so on a quarterly basis, we look at our body of work. We break it out about, what is our always on, what is our surround sound strategy of this content? When we buffer in a little bit of room for some of the things that are just relevant to the market at that point in time, we might have some sort of commentary on like the latest meme that comes out there. Like we might have commentary about like the Super Bowl ads that came out and we leave a little bit of a buffer inside of that to make sure we can fold in any of these things that are just time- bound and relevant to the day and age that we're in. But pretty much quarterly is what we take a look at our body of work. We also partner with our sales team and our CS team a lot to figure out what is your greatest hits? What do you hear customers saying they need help the most, or what do you hear prospects are struggling with the most? And we source all of our content ideas on a quarterly basis, directly from the folks who are listening and talking with and working with our customers and prospects every day.

Jared Sanders: Yeah. That's the old read the comments section, right? Just read the comments and find out what people are talking about and then go execute on it.

MK Getler: Yes, exactly. It's not that hard. It's really not. You just got to listen and look for it. But inspiration is truly everywhere.

Jared Sanders: Yeah. That's really cool. You have essentially built an entire media team within, inside of the walls of the larger company. So that's really cool.

MK Getler: Inadvertently, we didn't set out to make a media company. It just so happens is that we became one as time went on. But I think when you accidentally stumble upon a killer motion, don't try to course correct it, let it build this momentum and let it help guide you through your needs as an organization.

Jared Sanders: Yeah. One of the things that we're seeing just in this day and age is every company, if they're doing some type of content, they need their own media team, or they need to think like a media company inside, right?

MK Getler: Yep.

Jared Sanders: If they want to continue to be successful or at least be ahead of the curve or right on time with the curve. And I think you're seeing that from even the bigger companies like HubSpot. HubSpot, they just acquired a media company that's putting out a killer newsletter and tons of content. You guys are right on time and right in the way of thinking about it. Who knows, what comes out of that could be a whole nother section of Alyce.

MK Getler: Yeah. You're spot on. And I think the more that company starts to think more like a media company in both the content creation, but also the content distribution. Again, that timely acquisition by HubSpot to Hustle, I love Hustle, that's really a lot about the distribution play and access to. They have killer content, they've been known always for their inbound marketing and drawing folks in, but there is something to be said about how the media play, once you've repurposed the content you've got great thought leadership, how do you distribute that in a way that's meaningful? You're in non interruptive, I will say this because people are distributing content left right and center, but it's interruptive. It's unsolicited and kind of boring. Yeah, exactly. So the media play is also all about your distribution strategy, as well as amplification.

Jared Sanders: Do you have specific people that you're like," You're going to be a great content creator. Let's use you," or is it sort of like open forum, like anybody that wants to jump in and help you either create or be the person on camera or concept to show?

MK Getler: Yeah. It's a little bit of both. We're a lean team as well, too. We're a small company, so we have no choice, but to try to find our content creators, our diamonds in the rough, if you will. Exactly. Exactly. So we oftentimes, I mentioned our two key stakeholders and sources for inspiration are sales and CS. But we very often go to those folks and enable them to write content and help them with the editing and the refinement and we'll own the distribution of it. But again, they have the thought leadership. Going to the comments section, right? They know what is top of mind for folks that we service. It's just a matter of, they don't realize that they are a marketer in disguise, they just have the title of customer success manager. But really, we see them as a marketer and it's just enabling them to see themselves as a marketer as well too.

Jared Sanders: That's really cool. It gives everybody a voice, which is also really important to you, right? It gives the rest of the team a little bit of skin in the game and they feel a little bit more part of the solution rather than just another cog in the wheel. So that's really cool. The culture must be amazing. Just looking at the website, I know we could spend an hour just talking about the company culture, but just going by the website, it looks amazing.

MK Getler: It's really hard to always be personal if your surroundings aren't personal themselves. Our culture is an extension of our mantra. It's not just a marketing shtick. Anybody can put out these types of taglines or these types of slogans, but you got to eat your own dog food, as they say, or drink your own champagne, or I don't drink champagne, but I love LaCroix. So drink your own LaCroix and make sure that your culture... Shout out to LaCroix, sponsorship, TM, whatever. But anyway, the way that we think about our culture is that if we're going to ever try to shift the tides and make business more personal again, we need to also be personal with our employees and celebrate their five to nine. At the time of this recording, Dolly Parton just partnered with a Squarespace on the five to nine, talking about the five to nine. But sorry, Dolly, we beat you to the punch. Last year, it was all about the five to nine. That's what we celebrated it. And if you look at all of our email signatures, you look even in our LinkedIn bios, we list our five to nines because we're people, we're not personas. I'm not just the head of marketing. You can see, I have a guitar here, my surf board is over here. I have cool artwork. You get a glimpse into who I am as a person. And we love that from a cultural perspective, as well too. We ask people to send us pictures of you in your five... We have a kids pets cuteness channel in our Slack group that's literally just pictures of adorable puppies and kids around Alyce. We have good eats channels so people can share what they've been cooking up in their kitchens, especially their quarantined kitchens.

Jared Sanders: Especially now, right? Yeah.

MK Getler: Yeah. Exactly. We have a good reads channel as well, too. Things that like," Oh, I thought this article was really interesting," and it's rarely about anything that has to do with our space. It's like the launch of the latest Space X rocket, or" Hey, here's what Bostonians think about when people steal their parking spot," when snow is out, things like that, that have nothing to do with work, but are very much encouraged and amplified throughout the organization. And that helps define our culture.

Jared Sanders: So what does Alyce look like in 2021 moving forward, the rest of the year?

MK Getler: So this year's a big year for us. In addition to all of the wheels that we set in motion last year of emerging into the market with personal experience, right now, a lot of folks see us as just a gifting company, which for all intents and purposes, that is definitely one of the major values to our platform. But we're going to be re- imagining and reinventing the game for what it means to deliver one- to- one moments. I'm not going to reveal too much of this, it's more of a teaser for folks. But gifting is just where it starts. There are so many times to introduce a moment throughout the customer life cycle. For example, in preparation for this call, maybe you could have pulled up my profile so you could have had my nine to five and my five to nine in there. So we could bond over our affinity for Back to the Future or 80s cult classics. That kind of stuff would be so valuable at just loosening up the conversation and just having two humans talking to one another and not the sales prospect tension that could exist in the conversation. So yeah, so that's a huge opportunity for us this year, as our product continues to evolve and redefine this space of personal experience. Later on in May actually, we host our annual event called YOUniverse, where we teach people how to put others before themselves in selling, marketing and servicing. And this year, we're also going to be talking about recruiting and company culture and HR and how much being personal in your nine to five really does help amplify the five to nine. Beyond that, there's more content repurposing. So get ready for it. I think we have our hands full with our two original series, so we probably won't have too many more series coming out of that. But I say that today, and then maybe in June, I'll be like," I think we need another series." So that's what's on the horizon for us, exciting stuff all around. And we're just super, super pumped to be able to show folks what it means to really be human and authentic again.

Jared Sanders: This was amazing. I'm really stoked to get to know you and more about Alyce. Where can everybody find MK and where can they find info about Alyce?

MK Getler: So the good news is there aren't very many of us Getlers and there are definitely no MKs in the lineage of Getler. So I'm easy to find anywhere, just @ MKGetler on Insta, on Twitter, on LinkedIn. You can also find Alyce just by going to alyce. com and check out what we're up to over there. Check out our original series, which you can find in our learning and resource center. And if anybody's interested in being a guest on any of these series, we're always open for interesting folks, yourself included. We'd love to have you on an episode of Office Hours to talk about your recycling strategy.

Jared Sanders: Very cool. So we'll link all of that in the notes. MK, thank you so much for your time today. I know it's busy with a million Zoom meetings and Zoom fatigue is real for anybody out there that hasn't experienced it. Thank you so much again for your time. This was amazing.

MK Getler: The pleasure is all mine, truly. Thank you so much for having me on the show. It was a blast.

Jared Sanders: Thanks for listening to this episode. Thanks to MK for being our guest and thanks to our team who put this together. If you like what you heard, don't forget to rate, subscribe and tell a friend about the Lights, Camera, Grow podcast. You can find it in Apple, Spotify, or wherever you get your podcasts.

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