{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Making Sense of Martech","title":"What the Buck? Marketing Wins Each Season with the Bucks' Justin Price","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/85a597da\"></iframe>","width":"100%","height":180,"duration":2860,"description":"Justin Price is the senior manager of multichannel marketing at the Milwaukee Bucks. He built the team's SMS program from scratch inside a legacy Marketo stack. The welcome journey delivers 104x ROI and a 38% conversion rate. Checkout abandonment runs 233x. Subscriber growth hit 455%. The team behind it is five people across five brands.\n\nThis conversation covers how Attentive connects to Marketo through third-party middleware, why identity resolution is the next frontier, and what actually moved the unsubscribe rate in a 32-50 year. It wasn't the record. It was the trade-rumor cycle.\n\nSports marketing runs on a level of seasonality few marketers manage. A rumor breaks, your list reacts, and you had no hand in the news. Justin explains how that shapes send strategy, why RCS is still on the bench, and why he'd start with an imperfect solution rather than wait for the perfect stack.\n\nTimestamps\n02:30 — Keep one channel: why Justin picks email over SMS\n06:07 — The rumor mill moves the unsubscribe rate\n07:52 — Hottest take: AI will not replace human capital as fast as people think\n15:20 — Identity resolution is the next frontier\n20:47 — Concierge reps and the fans who just want to be heard\n22:59 — RCS is still on the bench\n29:43 — Eight years in the NBA: stay flexible, let fandom fuel the work\n35:49 — Best solution beats perfect solution\n37:31 — All-in-one versus best-of-breed\n41:48 — Set it and forget it: the in-season automation playbook\n\nSponsor\nBrought to you by Hightouch, the leading composable CDP and decisioning platform trusted by brands like Domino's, Chime, and Aritzia. 90% of customers have a real use case live within their first week, delivering world-class personalization at scale. Learn more at hightouch.com/msom.\n\nConnect & Subscribe\nSubscribe to Making Sense of Martech wherever you get your podcasts. Follow us on TikTok, LinkedIn, and don't forget to like and subscribe on YouTube. ","thumbnail_url":"https://img.transistorcdn.com/2xBD0217Lw_p8ycegYQlNgN3_3yOZ9LCNtHUu1dKlq8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lZjUz/OGYwZDVlYWU2MzVj/MTA0NjA3Mzc4Zjkw/MTQ0Ni5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}