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SeedX CEO Jacqueline Basulto Transformed Growth Marketing Through Human-Centered AI Integration

SeedX CEO Jacqueline Basulto Transformed Growth Marketing Through Human-Centered AI Integration

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 Welcome to another episode of Talk Commerce, where host Brent Peterson sits down with industry leaders to explore the evolution of digital commerce. In this conversation, we meet Jacqueline Basulto, founder and CEO of SeedX, a growth marketing company that's been making waves since 2016. Now leading a team of 65 professionals, Jacqueline shares her journey from a young freelancer working with yoga teachers to building a comprehensive growth marketing powerhouse that helps companies scale their systems through end-to-end digital solutions.Key TakeawaysHolistic marketing beats vertical specialization - Companies need integrated growth systems rather than isolated channel-specific strategiesFinancial alignment drives success - Understanding how marketing activities tie back to company financials and profitability metrics is crucialThe three-pillar foundation - Successful e-commerce marketing starts with website optimization, paid advertising, and email marketingAI enhances rather than replaces humans - Technology should eliminate mundane tasks while preserving human strategic thinking and creativityEuropean markets show different tech adoption patterns - Cultural differences impact how businesses integrate technology and customer expectationsDefining success requires team alignment - Marketing directors and CEOs must agree on success metrics before launching campaignsOrganic social media presents diminishing returns - Paid channels offer more reliable and formulaic growth opportunities for new businessesAbout Jacqueline BasultoJacqueline Basulto founded SeedX at just 22 years old, starting her entrepreneurial journey during an internship at Google where she worked with small businesses on marketing strategy. Frustrated by the verticalized approach of traditional agencies, she launched what began as "Jacqueline's Web Studio" in New York City, bootstrapping her way from working with local yoga teachers to serving larger enterprises. Her passion extends beyond business - she's a singer who loves animals, owns three dogs, and dreams of having a farm someday. As a mother of a three-year-old, she balances entrepreneurship with family life while maintaining an active lifestyle. Her approach to business reflects her belief that entrepreneurship found her rather than the other way around, leading to a company philosophy centered on comprehensive, human-centered growth strategies.SummaryThe conversation begins with Jacqueline explaining how SeedX got its name - "seed" representing the beginning of growth, like a plant, and "X" standing for technology. She emphasizes that while the company has evolved significantly since its inception, the core philosophy remains unchanged: providing holistic marketing solutions rather than siloed services."I was frustrated really by the way that other agencies and that Google was helping them because it was very verticalized," Jacqueline explains. This frustration led to her decision to start her own company, though she admits she didn't initially understand what entrepreneurship meant or that she was bootstrapping her business.Brent probes into the biggest mistakes medium-sized companies make with their marketing efforts. Jacqueline's response reveals a critical gap in most businesses: the lack of clarity around how marketing activities connect to financial outcomes. She notes that many companies look at results across different platforms without understanding how these costs relate to revenue, cost of goods, and overall profitability.The discussion shifts to e-commerce specifically, where Jacqueline outlines her three-pillar approach for new companies. First, the website must serve as both storefront and salesperson, educating customers about products. She uses the example of a Manuka honey company, explaining how their initial website failed to communicate the product's unique benefits, pricing rationale, and usage applications."Your website is your storefront and it's your salesperson," she states. "What you want is to make sure that people are educated about the great products that you have."The second pillar involves paid advertising for quick conversions and message testing, while the third focuses on email marketing to capture and nurture the 90% of visitors who don't purchase immediately. Jacqueline warns against over-investing in organic social media, noting the platform's increasing difficulty for growth.The conversation takes an interesting turn when discussing AI's role in marketing. Rather than viewing AI as a threat to human employment, Jacqueline positions it as a powerful support tool that eliminates mundane tasks while preserving human creativity and strategic thinking.When Brent asks about cultural differences between European and American business practices, Jacqueline provides insight into varying technology adoption rates and customer expectations across regions. She observes that European markets tend to prioritize human-centric approaches over ...
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