Clayton Christopher is the Founder of Astō Consumer Partners, a CPG-focused investment firm. He is also the former CEO and Founder of Sweet Leaf Tea, an organic bottled tea company he started with only $10,000 before selling it to Nestlé. Clayton co-founded and was the Chairman for Deep Eddy Vodka, which became one of the fastest-growing spirits brands under his leadership. As a serial entrepreneur in the CPG space, he co-founded Waterloo Sparkling Water and Rhythm Super Foods, among other brands. Clayton is also a board member and investor in various CPG brands and was awarded the Ernst & Young Entrepreneur of the Year for Central Texas.

As a digitally native brand, getting your products into consumers’ hands before launching them isn’t always feasible. Expanding into retail channels allows you to reach a wider audience and promote your products. What should you know before transitioning into retail, and how can you optimize your presence in the market?

Digitally native brands that transition to retail often lose some DTC customers to competitors. Multipreneur Clayton Christopher suggests building a core customer base by offering samples at music festivals or creating memorable in-store experiences to showcase product quality and drive loyalty. He also recommends refining packaging to communicate key product attributes effectively and ensuring organizational focus on strategic priorities to support retail success. These approaches strengthen retail performance, enhance brand visibility, and create lasting consumer relationships.

In this week’s episode of the Up Arrow Podcast, Clayton Christopher, the Founder of Astō Consumer Partners, joins William Harris to talk about launching CPG brands into retail channels. Clayton explains the importance of launching in a niche market first, his leadership framework for brand growth, and how he built, scaled, and sold his brands.

Pam Didner is a B2B marketing consultant, fractional CMO, speaker, and author. With 20 years of experience in B2B marketing, she helps companies bridge the gap between technology and marketing to build seamless customer experiences and boost sales. Pam is also the author of The Modern AI Marketer book series, which includes The Modern AI Marketer in The GPT Era, The Modern AI Marketing: Guide to Gen AI Prompts, Effective Sales Enablement, and Global Content Marketing.

AI is still just an algorithm and isn’t at the human intelligence level, yet many marketers provide generic inputs yielding subpar results. AI doesn’t understand your brand story or target audience, so you must provide specific information for valuable results. How can you create winning AI prompts to elevate your brand?

Generative AI expert and B2B marketer Pam Didner recommends customizing AI prompts to your brand goals. This includes creating detailed, context-rich prompts to guide AI to meaningful and actionable outputs. For instance, a strong prompt should include specifics such as target audience details, product descriptions, competitor insights, and the generated content’s intended outcome. To maximize results, Pam suggests training AI systems on proprietary data sets, allowing you to develop custom bots that automate repetitive tasks, streamline workflows, and create consistent outputs.

In the latest episode of the Up Arrow Podcast, William Harris invites B2B marketing consultant Pam Didner to speak about engineering custom AI prompts for your business. Pam shares her recommended AI tools for image and content creation, how to overcome growth barriers, and the importance of treating your customers with dignity.

Jeremiah Prummer is the CEO of KnoCommerce, which specializes in customer survey integrations for e-commerce brands. With nearly 15 years of entrepreneurial experience, he started in e-commerce building extensions for WooCommerce. Jeremiah specializes in conversion rate optimization and zero-party data.

When it comes to customer service, many brands don’t elicit sufficient feedback to improve the experience. Asking detailed questions in comprehensive surveys offers rich insights and data. How can you leverage this information to drive conversions?

Rather than relying solely on customer reviews to gather information about their experiences and service levels, data and attribution expert Jeremiah Prummer suggests integrating surveys at various points during the customer journey. For instance, you can provide post-purchase and abandoned cart surveys with multiple open-ended and specific questions, including why they made the purchase, detailed information about their experiences, and where they heard about the brand. This offers actionable data you can harness to innovate your products, attribute purchases to various metrics, and retain customers.

In this week’s episode of the Up Arrow Podcast, William Harris sits down with Jeremiah Prummer, the CEO of KnoCommerce, to discuss optimizing customer surveys to scale. Jeremiah talks about gathering customer data beyond basic demographic information, how to attribute customer data to various business metrics, and how innovation solves universal problems.