In a new interview with Authority Magazine, Nichole Gunn, Global Chief Marketing Officer at Extu, shared her expertise on redefining marketing strategies to engage audiences in unprecedented ways. Titled “Breaking the Marketing Mold: Nichole Gunn of Extu on 5 Innovative & Non-Traditional Marketing Strategies That Can Engage Audiences Like Never Before,” the feature highlights the transformative ideas she’s implemented at Extu.
Nichole Gunn is no stranger to innovation. With over 20 years of marketing experience in the B2B sector, her leadership at Extu drove the company’s growth from $3 million to an impressive $60 million in annual revenue over a decade. Gunn’s marketing acumen has not only fueled this exponential growth, but also earned Extu accolades like the Gold MarCom Award in 2024 and Atlanta’s Best and Brightest Companies to Work For—an honor held for 11 consecutive years.
Embracing Innovation: A New Era of Marketing
Gunn emphasized the urgency for businesses to step away from traditional, one-size-fits-all marketing approaches. She explained, “Audiences have changed. They don’t just want to be sold to—they want to feel connected.”
With data and technology as her tools of choice, Gunn has championed marketing automation, AI, predictive analytics, and hyper-personalization to foster authentic, human connections.
“Data-backed storytelling is the future,” she said, adding that leveraging data effectively builds trust—a commodity that is increasingly scarce in a noisy, digital world. Gunn noted that predictive analytics allows businesses to anticipate audience needs, enabling hyper-targeted campaigns that resonate on a deeply personal level.
The Five Non-Traditional Strategies
Gunn outlined five cutting-edge strategies that businesses transform businesses’ marketing efforts:
- Through-Channel Marketing Automation (TCMA): Extu’s TCMA campaigns yield a 20:1 ROI by empowering channel partners to execute automated, personalized marketing initiatives.
- Incentive Programs: These have evolved to align with corporate objectives and utilize predictive analytics to drive loyalty and actionable results.
- Hyper-Personalization Through Predictive Analytics: Delivering tailored experiences that anticipate audience needs to build lasting trust and engagement.
- Interactive Training and Education: Incorporating gamification and immersive technology to engage partners and resellers, making learning enjoyable and impactful.
- Data-Backed Storytelling: Combining authenticity with analytics to craft compelling narratives that captivate and convert.
The Role of AI in Marketing
AI is a recurring theme in Gunn’s approach, as she stressed its transformative potential. “AI isn’t replacing marketers; it’s empowering them,” she stated. Predictive analytics, content creation, and CRM automation are just a few examples of how AI is reshaping marketing. Gunn highlighted Extu’s plans to leverage Salesforce AI agents to optimize CRM processes and deliver hyper-tailored customer experiences.
Challenges and Opportunities
Gunn candidly discussed the challenges of transitioning to non-traditional marketing, including internal resistance and the fear of failure. Her advice? Start small, experiment, and share wins to build momentum. She added, “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 connect with audiences in ways that feel more personal and effective than ever before.”
For more information, read the entire interview in Authority Magazine.