Digital Trailblazers - Invisalign Digital Trailblazers Series -- Kamal Bhandal, InvisalignWhile many marketers say they want customers to control the conversation, Invisalign is actually taking that risk and making it work. The company doesn't just rely on paid spokesmen and scripted commercials to get its message across - it's also using real customers to spread the word about its teeth-straightening services.That's what makes this marketing team Digital Trailblazers: The ability to not only use data to test and learn the best ways to strengthen its strategy to reach new consumers but also the willingness to turn to key influencers and social media to put out a multichannel message that is authentic.To do this, the team combs through reams of data to create an audience strategy that helps it build models for finding interested consumers through digital advertising, video advertising and social media advertising."We seek out people who are already using our product today," says Kamal Bhandal, director of consumer marketing, North America, for Invisalign. "The stories that they tell - that's really the best way for us to get our story out there. There's so much power that comes with that type of story."Here, Alma Salazar, associate director of marketing of Invisalign, and Niki Du, former senior digital marketing manager for the company, join Ms. Bhandal to discuss the power and the potential pitfalls of turning to consumers to spread their marketing message.