Breaking the Marketing Mold: Nichole Gunn Of Extu On 5 Innovative & Non-Traditional Marketing…

Breaking the Marketing Mold: Nichole Gunn Of Extu On 5 Innovative & Non-Traditional Marketing Strategies That Can Engage Audiences Like Never Before

An Interview With Chad Silverstein

…Data-Backed Storytelling. This might not feel cutting-edge, but it’s more critical now than ever, especially with AI taking over the world. The thing about AI — It’s only as good as the data you feed it. If you’re not leaning into data-backed storytelling, not only are you falling behind — you’re training AI to a market and sell against you. Data is the foundation of every good story. It brings marketing to life with credible, relatable, and compelling outcomes. And here’s the kicker: as AI evolves, the companies that know how to use their data to craft narratives will be the ones leading the charge. Data-backed storytelling doesn’t just make your message stick — it builds trust. And in a world full of noise, trust is everything…

Traditional marketing methods are no longer sufficient in today’s dynamic and fast-evolving market. To truly engage and captivate audiences, businesses need to think outside the box and adopt innovative and non-traditional marketing strategies. What are these strategies, and how can they transform audience engagement? I had the pleasure of interviewing Nichole Gunn

Nichole Gunn is the Global Chief Marketing Officer at Extu, bringing over 20 years of marketing expertise primarily in the B2B sector. With a passion for data-driven strategies and innovative leadership, she excels in demand generation, brand development, and customer experience. Under her leadership, Extu has achieved significant milestones, including winning a Gold MarCom Award in 2024 for the Extu brand strategy and launch, and several content and incentive marketing awards, such as the Killer Content Award in 2023 for short-form content, and being named one of Atlanta’s Best and Brightest Companies to Work For eleven years in a row. Additionally, the marketing strategies and strategic business plans she has created have been a driving force and main contributor to the organic growth of the organization, increasing annual revenue from $3 million to more than $60M in just 10 years, which is pretty impressive for a small, privately held company.

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Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?

I’ve always been fascinated by advertising — just figuring out how to connect with people in ways that really resonate. Funny enough, I actually thought I was going to be a lawyer. I was gearing up to apply to law school when my boss, Steve Damerow, hit me with this: “Why the hell do you want to go to law school? You’re damn good at marketing.”

And you know what? He was right. At the time, I didn’t want law; I wanted change. So instead of jumping ship, I leaned into marketing. I didn’t go the MBA route — I invested in adding to my marketing skills. I dove into certifications like SEO, Google AdWords, Salesforce, and Forrester’s Accelerating B2B Marketing.

That was a game-changer. Our company’s revenue grew from under $3 million to over $60 million, and marketing was a huge part of that. The cool thing about marketing is it’s this perfect mix of creativity and strategy. You’re not just pushing products — you’re finding ways to meet people’s emotional needs. That’s the magic of it. It’s fast-paced, always evolving, and no two days are the same. For me, it’s become this exciting, limitless playground for problem-solving — and that’s what keeps me hooked.

What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?

Over my career, I’ve seen the marketing industry go through some massive shifts. From the 2008 housing crisis to the Obama administration’s crackdown on corporate incentive travel, to waves of mergers and acquisitions and the constant economic uncertainties — it’s been a wild ride. Then came the rise of SEO and the focus on data-driven strategies, where every marketing dollar had to be justified under a microscope. Each of these challenges forced us to pivot, rethink, and innovate.

But if I’m being honest, the biggest shift is happening right now with AI. AI is reshaping every corner of marketing — content writing, SEO, design, you name it. And here’s the thing: AI isn’t necessarily going to replace all people. Rather, it’s going to make those who embrace it indispensable. The people who can figure out how to leverage AI — whether it’s to cut operating expenses, improve productivity, or predict trends — will be the ones driving the future of this industry.

Take predictive analytics, for example. It’s revolutionizing how we connect with buyer audiences across every department — marketing, sales, finance, and even tech teams. AI-driven insights are no longer just about reporting “what happened.” Now, they’re helping us understand “what’s going to happen.” For prospects, it means we can anticipate their needs and deliver solutions before they even realize they have a problem. For clients, it means crafting more personal and meaningful experiences that go beyond transactions.

Think about how transformative this is: instead of guessing what your audience might want, you can deliver hyper-targeted messaging and solutions based on actual data trends. For example, a finance team might get predictive insights on how to allocate budgets more effectively. Sales teams can prioritize leads with the highest likelihood to convert. And tech teams? They can optimize systems to meet future demands before the need arises.

The best part is that it’s not just about efficiency — it’s about creating real, human connections. Predictive analytics allows us to speak directly to people’s needs and emotions in ways that feel authentic and valuable. It’s like turning data into a crystal ball that helps us build relationships, not just pipelines. That’s the future of marketing, and honestly, it’s what excites me most about where we’re heading.

Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?

Absolutely. The truth is, audiences have changed. They don’t just want to be sold to — they want to feel connected. Traditional marketing — the generic ads, the one-size-fits-all campaigns — that stuff just doesn’t cut it anymore. If businesses don’t evolve, they risk fading into the background because people tune that out.

Breaking away from the old playbook means meeting your audience where they are and giving them something that actually matters to them. It’s about using tools like AI, personalization, and data to craft experiences that feel less like marketing and more like connection. For example, instead of blasting the same email to everyone, you’re sending the right message at the right time, tailored to what each person needs.

The real magic happens when marketing feels personal — like you “get” your audience. That’s when you stop being just another company and become part of their journey. And that’s where businesses win today.

Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?

Sure! Back in 2008, in the B2B marketing space, no one was really investing in a search engine marketing (SEM) strategy — especially in the incentives industry. It just wasn’t something people saw as a priority. But to me, it felt like such a cool concept — being able to meet potential clients where they were actively searching for solutions.

I dove in headfirst. I got involved with the MOZ community, which was this incredible hub for search engine marketing knowledge and collaboration, and I never looked back. It was a game-changer for us. Now, we’re heading into the next phase of all this, with tools like ChatGPT and generative AI changing the game again. The possibilities are endless, and I can’t wait to see how this next evolution plays out. It’s always an interesting time to be in marketing!

What specific results did you see after implementing this change?

The results were incredible — tremendous brand awareness and organic growth that completely transformed our business. We had record years of organic growth, with deal sizes more than quadrupling and our time to close decreasing by half. It was a wild ride.

What’s even crazier is that we achieved all of this while doubling the size of our agency year over year — and we did it on a marketing budget of less than $100k! (That’s not including people or tools, of course, but still.) It just goes to show that when you invest in the right strategies and execute them well, you don’t need a massive budget to see massive results. It was a game-changing moment for us, and it proved how powerful a solid SEO and organic strategy could be, even in a B2B space like incentives.

How do you ensure that these new marketing strategies resonate with your target audience?

It all starts with knowing our audience inside and out and getting ahead of what they need. We’re constantly diving into data, tracking behaviors, and keeping an eye on market trends so we can predict what our buyers are looking for. That’s where tools like predictive analytics and AI will become invaluable; they help us stop reacting and start proactively creating value.

We use data to develop products and strategies that directly address their pain points. And just as important, we make sure our message highlights not only the solutions we offer but also the people behind them. Right now, so many companies are stretched thin after layoffs or facing skill gaps, and they need experienced hands to step in. We want our audiences to know we’re here to help — with the right products and, just as critically, the right experts to support them every step of the way.

Testing is a huge part of ensuring these strategies resonate. We’re constantly running A/B tests to measure what works, whether it’s messaging, channels, or formats. From there, we analyze performance metrics like customer lifetime value, cost per lead, time-to-close, usage patterns, feature adoption rates, engagement signals and attrition signals to see if we’re hitting the mark. This testing helps us fine-tune everything we do, ensuring that our tactics are not only effective but continue to evolve alongside our audience’s needs.

The trick is meeting buyers where they are, on their terms. It’s proving that we get them, we’ve built solutions to help, and we have the team to make their lives easier. When people feel understood and supported, trust follows. And when trust is there, everything else falls into place.

Can you share an example of something you tried that didn’t deliver expected results or ended up becoming a financial burden, and what you learned from that experience?

Oh, absolutely — Google PPC is a perfect example of something that didn’t go quite as planned for us. It’s an incredibly powerful tool, but if you’re not careful, it can quickly turn into a money pit. Early on, we launched a campaign thinking it would be a huge game-changer. We set our budget, wrote what we thought were killer ads, and hit go. But within weeks, we noticed our spend was skyrocketing, and we had very little to show for it.

The thing about PPC is that it’s not “set it and forget it.” There are so many moving parts that can make or break your campaign — keywords, targeting, bidding strategies, ad copy, landing pages, you name it. And then there’s Google. Let’s just say Google loves to “help.”Take their broad match settings things like broad match settings or suggest bidding strategies that prioritize clicks over conversions. And while Performance Max campaigns are promising, they’re also a black box. Google doesn’t always give you transparency into where your ads are being served or what’s driving performance, making it harder to refine or scale effectively. And don’t even get me started on their automated recommendations to increase budgets without a clear indication of how it’ll actually improve performance.

We realized we couldn’t just let Google take the wheel. It requires constant monitoring, testing, and refinement. Now, we’re much more intentional. We focus on tight keyword targeting, set strict negative keywords, and carefully manage our bidding strategies to prioritize marketing qualified leads (MQL’s) over clicks. We disable anything that feels too automated and regularly audit ad placements to ensure we’re reaching the right audience.

At the end of the day, PPC can absolutely work wonders, but only if you treat it like a living, breathing strategy. It’s a lesson we learned the hard way, but it made us sharper, more proactive, and much more effective with our spend.

Great. Now, let’s dive into the heart of our interview. Could you list “5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before”?

Through-Channel Marketing Automation (TCMA)

This is a total game-changer for companies that sell through partners like distributors, dealers, resellers and affiliates. TCMA gives your partners the tools to run personalized, automated marketing campaigns without breaking a sweat. It keeps your brand messaging consistent while scaling your marketing efforts and delivering a personalized experience for customers. And if you partner with the right company, one that can add partners to your distribution network, you could get your message in front of a larger audience and begin building opportunities within it.

TCMA is huge in the Tier 1 tech sector, but adoption is surprisingly low across all other business sectors — building, automotive, energy, and healthcare as examples. And here’s the thing: if your competitors aren’t doing it but you are, you’ve got a massive advantage. You’re not just driving awareness — you’re building loyalty. Our clients average a 20:1 ROI in attributable sales from TCMA campaigns. If you’re not already tapping into this, you’re leaving a lot on the table.

Incentive Programs

Incentive programs have been around forever, but they’ve evolved into something far more powerful than most people realize. Today’s best programs are more than “just rewards.” They are all about customization. We’re building incentive programs that align directly with a company’s corporate goals and objectives. You can run multiple promotions simultaneously — by region, product line, or even sales teams, and get real-time reporting on performance, down to the dealer, dealer sales rep, and you can often get the highly sought-after consumer information.

And it gets better. Imagine a future where you use predictive analytics to anticipate customer buying behaviors and strategically plan promotions in advance. You could launch campaigns that hit at exactly the right moment, maximizing ROI and driving the action you need before customers even know they need it.

Now, incentives are the backbone of, well, incentives. And there is even an evolution of awards. It’s not just a debit card program anymore. Not just an online shopping portal. At Extu, we’ve seen the demand for custom awards grow exponentially — everything from Rolex watches to plastic surgery has been redeemed (yes, really). And there is a growing demand for subscription-based rewards. This level of personalization and strategic alignment strengthens loyalty, motivates resellers, and ensures your incentives are making a real impact where it matters most.

Hyper-Personalization Through Predictive Analytics

This is where marketing gets personal. It’s no longer enough to just know your audience; you have to understand them on a level that feels deeply personal. Predictive analytics helps you anticipate what your buyers need and deliver it to them exactly when they need it.

For example, instead of blasting a generic email to your list, you’re sending personalized product recommendations or insights tailored to their behavior. It creates those “wow, they really get me” moments that build trust. And when your audience feels understood, they’re way more likely to engage — and stay loyal.

Training and Education — that’s fun

This one is huge, especially in industries like automotive, manufacturing, and energy where workforce declines are making it harder to keep up. The more someone knows about your product, the more likely they are to sell it. But training doesn’t have to be dull!

Gamification, interactive experiences, and immersive technology like AR can make learning fun and effective. Imagine a reseller earning points or badges as they complete product training, or using a 3D AR model to interact with your product virtually. It’s engaging, it’s memorable, and it works.

Data-Backed Storytelling

This might not feel cutting-edge, but it’s more critical now than ever, especially with AI taking over the world. The thing about AI — It’s only as good as the data you feed it. If you’re not leaning into data-backed storytelling, not only are you falling behind — you’re training AI to a market and sell against you.

Data is the foundation of every good story. It brings marketing to life with credible, relatable, and compelling outcomes. And here’s the kicker: as AI evolves, the companies that know how to use their data to craft narratives will be the ones leading the charge. Data-backed storytelling doesn’t just make your message stick — it builds trust. And in a world full of noise, trust is everything.

What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?

The biggest challenge when transitioning away from traditional marketing strategies is often internal resistance. Let’s face it, change is uncomfortable. People naturally gravitate to what they know — the “way we’ve always done it” can feel like the safer bet. The key to overcoming this is building a strong case for why the change matters. Tie it directly to business goals, like improving ROI, cutting down on operational expenses, enhancing customer experience, or staying ahead of competitors. When you show how these strategies can help the company win, it’s much easier to get executives and stakeholders on board.

Another big hurdle? Fear. Teams might worry that jobs will be replaced, numbers will dip (hello, J-curve), or that new strategies could fail entirely. To tackle this, it’s important to be transparent. The goal isn’t to replace roles but to enhance them. AI and automation, for example, aren’t here to take jobs — they’re here to free up your team to focus on high-value, strategic work. The same goes for other tools; they’re designed to make life easier, not harder.

As for the fear of failure, experimentation is your best friend. Start small. Launch a pilot program or run A/B tests to see how a new strategy performs. Gather the data, iterate, and use those results to prove the value. For example, if you’re rolling out predictive analytics, test it with a specific audience segment and track how it impacts conversions or engagement. Showing those wins, no matter how small, builds confidence and helps gain buy-in for scaling the initiative.

And don’t forget to bring people along for the ride. Share early wins, celebrate team contributions, and encourage collaboration. When your team feels involved and sees tangible results, fear shifts to excitement. Fear. Shifts. To. Excitement. Change isn’t easy, but with a clear plan, open communication, and real proof points, it becomes something people can rally behind, and that’s when the magic happens.

How do you measure the success and ROI of these new marketing strategies?

Measuring the success and ROI of these innovative strategies is all about tying results back to your business goals. Each strategy has its own way of showing value — or pointing out where you need to tweak things. Here’s are a few ways to measure success of the five strategies:

Through Channel Marketing Automation:

Attributable Sales ROI: Measuring the sales directly linked to TCMA campaigns (our clients average 20:1 ROI).
Partner Engagement: Tracking how many partners are actively using the provided tools and running campaigns.
Campaign Reach and Performance: Measuring the size and success of campaigns across regions or product lines, including click-through rates (CTR) and lead generation.
Brand Consistency Scores: Assessing how well partners adhere to your brand guidelines in their campaigns.

2. Incentive Programs

ROI of each promotion: What’s the revenue impact of regional, product-specific, or team-focused promotions?
Engagement Rates: Are your dealers, resellers, or customers participating?
Redemption Trends: What rewards are being redeemed? This will give you insights into hobbies and motivators of your partners.
Behavioral Shifts: Are your incentives driving the actions you want, like selling more of a specific product?
Predictive Planning Success: Are you accurately anticipating market shifts, buying behaviors and delivering the right rewards at the right time?

3. Hyper-Personalization through Predictive Analytics

Engagement Rates: How often are people opening, clicking, and interacting with personalized content?
Conversion Rates: Are tailored messages leading to sales, sign-ups, or downloads?
Customer Lifetime Value (CLV): Are personalized experiences turning one-time buyers into loyal customers?
Retention Rates: Are hyper-personalized campaigns helping you keep customers engaged and advocating for your brand, products and/or services?

4. Training and Education

Completion Rates: Are people finishing the training programs you offer?
Knowledge Retention: Are they retaining the information through quizzes or interactive assessments?
Sales Improvements: Are trained resellers or teams outperforming untrained ones?
Gamification Metrics: How many points earned, badges unlocked, or leaderboards climbed?

5. Data-Backed Storytelling

Engagement Metrics: Are people reading, watching, and sharing your data-driven content?
Lead Generation: Is your storytelling converting readers into leads?
Trust and Sentiment Scores: Is your audience seeing your brand as credible and trustworthy?
AI Model Outcomes: Is your data training AI effectively to generate insights and maintain relevance?

Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?

Looking ahead, the role of innovative marketing is only going to get more exciting. I see three big shifts driving the next 5–10 years: the rise of AI, a deeper level of personalization, and a growing demand for data-backed authenticity.

AI is already changing the game, and we’re just getting started. It shouldn’t be looked at as replacing marketers — but about empowering them. The companies that thrive will be the ones that know how to use AI to work smarter, whether it’s predictive analytics, automated content creation, or AI agents that make sales and support more seamless. AI is going to give us more time to focus on the creative, strategic work that really drives growth.

Personalization is also about to hit a whole new level. Right now, we’re anticipating customer needs and tailoring messages, but soon, it’ll go even deeper. Imagine websites that adapt in real time to a user’s preferences or AR and VR experiences that make every interaction feel completely customized. Personalization isn’t just a “nice-to-have” it’s what customers expect.

And then there’s data-backed storytelling. With AI generating so much content, people are going to crave authenticity. They’ll want to know that the stories brands are telling come from something real. Data will be at the core of the best campaigns, and the brands that get it right will use it to connect emotionally, build trust, and stay credible.

At the end of the day, what excites me most is that marketing will always come back to connection. No matter how advanced the tools get, it’s still about understanding your audience, meeting them where they are, and delivering value in ways they don’t expect. That’s what will keep us ahead of the curve — and it’s what makes this such a great time to be in marketing.

What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?

Don’t be the next Blockbuster Video. The world is changing fast, and sticking to traditional marketing methods is like doubling down on VHS in the age of streaming. The path forward is clear, it’s time to take the first step.

Start by researching and mapping out plans that actually make sense for your business. You don’t have to do everything at once, and you don’t have to chase every shiny new trend. Instead, focus on small, meaningful changes that you can test, measure, and build on. For example, could you pilot a through-channel marketing program with a few key partners or introduce a predictive analytics tool to personalize one campaign? These are tangible, manageable steps that can have a big impact.

It’s also important to involve your team in the process. Change can feel intimidating, especially if people think it’s about replacing their current work streams, or worse, them. Be transparent about the “why” behind the shift, and make sure your team understands that these strategies aren’t here to replace their jobs — they’re here to make their work more effective. AI and automation aren’t the enemy; they’re tools that free up time for the creative, strategic work that moves the needle.

Another big piece of advice? Experiment and test. No one gets it perfect on the first try, and that’s okay. Start small, track the results, and use that data to guide your next move. When you can come back to the table with clear, credible results, whether it’s higher engagement rates, lower costs, or increased ROI, it becomes a lot easier to win buy-in from your team and stakeholders.

The bottom line is this: traditional marketing has its place, but it won’t take you where you need to go in the future. The tools and strategies available today can help you connect with your audience in ways that feel more personal and more effective than ever before. The longer you wait to adapt, the harder it’s going to be to catch up. So take that first step now — you’ll thank yourself later.

Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?

We’re really excited about what’s next. One of the biggest initiatives we’re focusing on is leveraging AI agents to streamline efficiencies across our marketing strategies. Think about the tasks that typically eat up a ton of time — content creation, lead scoring, even campaign optimization. By integrating AI agents, we’re not just automating those processes; we’re enhancing them with smarter, data-driven insights that allow our team to focus on the bigger picture.

One such example — leveraging Salesforce agents to enhance our CRM strategy. CRM is at the heart of everything we do. It’s where our data lives, where we manage customer relationships. By exploring how Salesforce agents can streamline CRM processes, we’re not just automating repetitive tasks; we’re uncovering smarter ways to connect with our audience.

For example, Salesforce agents can help us prioritize leads based on predictive analytics, ensuring our sales and marketing teams focus on the prospects most likely to convert. They can also automate follow-up processes, recommend next-best actions, and even provide real-time insights on deal progression — all without requiring manual input. We are also looking at how we can deliver hyper-tailored campaigns and experiences directly from our CRM. You know, so we align with a customer’s specific needs or behaviors. It’s about making sure every touchpoint feels intentional, relevant, and valuable.This means we can spend less time managing data and more time building relationships and creating strategies that move the needle.

How can our readers follow your work and learn more about your approaches to modern marketing?

Readers can follow me on LinkedIn for insights on marketing innovation, leadership, and industry trends. Additionally, Extu’s blog and my podcast The Mid-Marketers with Adam Dilbeck offer a closer look at trends in the marketing and incentives space.

This was great. Thank you so much for the time you spent sharing with us.

Thank you so much for having me! I’ve enjoyed sharing my thoughts and experiences. Here’s hoping some of these insights inspire others to push boundaries and drive their own marketing transformations. The opportunities are endless — let’s keep innovating!

This was great. Thank you so much for the time you spent sharing with us.

About the Interviewer: Chad Silverstein is a seasoned entrepreneur and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program.

To learn more and connect with Chad visit: chadsilverstein.io

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