What happens when a marketing leader gives his team permission to fail and actually celebrates it?

In this episode of the Salesforce Posse Podcast, we sit down with Jon Dytor, Head of Digital Marketing at Close Brothers Asset Finance, who has quietly built one of the most data-driven, fearless marketing cultures in financial services.

Jon reveals how he connected Salesforce, Account Engagement and CRM Analytics to track every click from campaign to conversion, transforming marketing from a cost centre into a growth engine. But more importantly, he’s built a culture where experimentation is mandatory, where “failure” isn’t a dirty word, it’s how innovation happens.

We dive deep into:
✅ The fail-fast mindset that fuels Jon’s marketing team

✅ How Close Brothers turned 9 websites into one Experience Cloud powerhouse

✅ The dashboards and KPIs that finally united Marketing and Sales

✅ Why AI in marketing is both overhyped and underused, and where it’s truly powerful

✅ How to build psychological safety so your team can create, test and grow

This is not another fluffy marketing conversation. It’s an honest, strategic look inside how great marketers think, experiment, and lead.

If you’re in marketing, sales, or simply want to understand how to turn data and failure into success, this episode will change the way you see your campaigns forever.

🎧 Listen now: and don’t forget to subscribe for more unfiltered conversations with the people shaping the future of Salesforce, AI, and digital marketing.

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