The Marketing Mindset | Jenny Reineck - NCR Voyix
At Setup, our mission is to connect marketers with the right people and the right resources — and one of the best ways we can do that is by learning directly from the experts shaping the industry every day.
You may know our CMO Spotlight series, where we feature top marketing leaders. Marketing Mindset is a little different. This series highlights the specialists, strategists, media managers, creatives, and operators who are making the magic happen on the ground floor every day.
Because great marketing doesn’t just happen in the C-suite — it happens through the mindset, creativity, and expertise of all of the people doing the work.
In this episode, Madeline Evans, the Marketing Manager at Setup, interviews Jenny Reineck, the Social Media Manager at NCR Voyix, to talk about how curiosity led her to a role in marketing, the benefits of AI in B2B marketing, brands who shine on social media, and more.
Watch the Recap + Find the Full Conversation Below!
Q1 | Tell us about NCR Voyix’s marketing campaigns?
“Historically, when we would do one-off campaigns, they would usually be on LinkedIn. That was where most of my experience was—with paid advertisements on LinkedIn.”
Jenny then shared about a recent campaign where they utilized multiple platforms to enact an evergreen campaign. Comparing the new platforms to LinkedIn she shared, “It’s also very easy to get super specific about the audience that you’re targeting on LinkedIn. Since our goal was brand awareness, we were putting paid ads on Meta. We even did an ad campaign on Reddit for a few months, so I got to learn about all the different ad platforms and how they do their targeting. It’s all very different depending on who you’re trying to target and with what.”
What really helped this campaign succeed was getting extremely specific about the audience on each channel. She continued, “Because I had a seat at the table for the overall brand campaign, I really got to see how paid social fit into the overall campaign. I got a glimpse at what we were doing with paid search, display ads, geo-targeted ads, and we did some podcast ads. I even got to help write the copy for some of the podcast ads.”
Q2 | What needs to change in social media marketing?
Jenny pointed out what could be better about social media marketing by focusing on what she loves about social media.
“What I love about social media is that it has the ability to create community.” This idea is what draws people into using social media in the first place, so Jenny emphasizes that brands should be a part of a community almost in service to it in order to grow.
“People should gather around topics that they’re interested in rather than around people they’re interested in. That’s why I love Reddit, and that’s why Reddit is probably one of my favorite social platforms. Create these online spaces where people can feel like they’re part of a community and can reach out to their community and get support. That’s what I wish were different about social media.”
“If we could get there, then brands have an opportunity to show up more authentically in that space because if we are creating a community where everyone is supportive and helpful, then brands can show up in the spaces where they’re actually needed the most.”
Q3 | What is the key to success?
“Focusing on the customer—telling your customer stories.”
Ultimately, the best marketing is customers who are utilizing your service and product and their lives are better for it. Jenny emphasized that focusing on the customer is the best strategy you can adapt as a marketer. “There’s a lot of pressure internally when you work in marketing to talk about the company, which really means talking about yourself. People don’t want to hear you talk about yourself. They want to hear you talk about them, their problems, and the solutions to their problems. They want relevant content—something they can relate to. If you’re just talking about yourself, they’re not necessarily going to relate to that.”
She expanded, “We are fortunate enough to work with retail stores and restaurants, we have a ton of customers that have great stories. We really like to tap into that, especially when people have realized their dream of opening their own restaurant or owning their own retail store. We want to be able to share those stories with our audience as well.”
“When you are focused on the customer and telling your customer stories, I think you will win. Ultimately, what everyone at NCR Voyix wants to see—whether they work in marketing, HR, finance, product, sales, or engineering—we all want our customers to succeed. And if we can feel like we helped them succeed, mission accomplished, because their success is our success.”
Q4 | How can B2B marketers use AI?
Jenny opened up about the first time she realized AI could be a gamechanger for marketers. “AI can do so much more than create. It can summarize, consolidate, edit, and make suggestions. I was at a conference a few years back, and someone said they put their social media listening data or their social media metrics into an AI engine and said, ‘Summarize this for me and tell me what the key learnings are from this data.’ I remember that moment because I was mind blown. It never occurred to me to use an AI engine that way because I was only wondering what it could help me create rather than feeding it a ton of data and having it help me draw conclusions from it.”
Q5 | How do you use data?
“It is critical to have data because we can’t prove our value as marketers to the organization without it,” Jenny shared.
“The marketing team spends a lot of money, but it also has the ability to make the company a lot of money if we have the data to prove it. Data is extremely important in my day-to-day, even on a smaller scale with me and my team member—metrics, social, organic performance. Those are numbers that I look at every single day, interpreting the data and making strategic content decisions.”
We often hear that marketers have trouble proving their value and getting approval from the C-Suite. Data is the easiest path to convincing people for support and also for informing strategy.
Jenny shared the questions that go through their team’s heads when evaluating data, “What’s working for us that we should lean into more, and what’s not working that maybe we should back away from? As well as qualitative data—when we look at our social listening tool, what are people saying? How can we join the conversation, and should we join the conversation? There’s all sorts of data that we look at regularly to optimize what we’re doing and make sure that what we’re doing is successful and we’re not just spinning our wheels and going through the motions.
Q6 | What is your secret sauce?
Jenny emphasized the tools that she utilizes to help her get through the day, but her most stand out special skill that diversifies her from other people in the room is her sense of humor. Just talking to her lifts people’s spirits. With a sense of humor, and an ability to not take life too seriously, she can take on any challenge and connect with any person easily.
Q7 | What brands do you admire?
A few brands Jenny called out:
Beyond Meat on Threads
Duolingo on TikTok
Slim Jim TikTok comments
Regions Bank
You can watch Jenny’s full interview to the right. If you like this interview and want more, check out our CMO Spotlight series where we interview CMOs from brands like Papa Johns, Kellanova, Invesco, NAPA, Henieken, and more here.
Watch the Full Interview to the right.
In this episode, Madeline Evans, the Marketing Manager at Setup, interviews Jenny Reineck, the Social Media Manager at NCR Voyix, to talk about how curiosity led her to a role in marketing, the benefits of AI in B2B marketing, brands who shine on social media, and more.