Episódios
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Summary
In this episode, I interview Allison Bryant, a senior lifecycle marketer at 10 percent Happier.
Allison shares her experience of starting a team from scratch and building marketing infrastructure for the company's growth. She emphasizes the importance of understanding the customer journey and collaborating with other teams. Allison also discusses the role of CRM as a force multiplier and the need for prioritization in driving impactful initiatives.
In this conversation, Allison discusses various strategies and tactics for increasing engagement and preventing churn in a meditation app. She shares insights on the power of re-engagement campaigns, the effectiveness of rerunning challenges, and the importance of repetition in messaging. Allison also explores the use of AI and LLMs for copywriting and highlights the proactive approach to churn prevention. She emphasizes the strategic role of lifecycle marketing in driving LTV growth and offers advice for founders and teams looking to optimize their CRM efforts.
Takeaways
Starting a team from scratch requires understanding the customer journey and collaborating with other teams. CRM is a force multiplier that can significantly impact growth and retention. Prioritization is crucial in maximizing the impact of CRM initiatives. User insights are key in driving impactful initiatives and optimizing the customer journey. Reengagement campaigns can be highly effective in increasing engagement and preventing churn. Rerunning challenges and courses can provide valuable re-engagement opportunities for users. Repetition is key in messaging, as people often need to hear things multiple times in different ways to break through. AI and LLMs can be powerful tools for copywriting and personalization in CRM efforts. Proactive churn prevention strategies, such as re-engagement campaigns before renewal, can significantly impact retention. Lifecycle marketing plays a strategic role in increasing LTV and should be seen as a partner in growth.Chapters
00:00 Introduction and Background 02:13 Transition to CRM Role04:56Starting the CRM Role at 10% Happier 07:34 Mapping the Customer Journey09:14Collaboration with Other Teams 13:03 CRM as a Force Multiplier 19:04 Importance of Prioritization 24:40 Evolution of Priorities and Skills 30:55 Using User Insights for Impactful Initiatives 33:59 Discovering the Power of Reengagement 36:10 Rerunning Challenges for Engagement and Revenue 40:12 The Importance of Repetition in Messaging 43:53 Using AI and LLMs for Copywriting 52:15 Proactive Churn Prevention 59:02 Preventing Churn with Reengagement Campaigns 01:06:03 The Strategic Role of Lifecycle Marketing -
Episode Summary
Janet Mao, an experienced product professional (previously at Blinkist), discusses the collaboration between product and CRM teams. She shares her career trajectory and highlights the importance of CRM in product development. Janet explains the challenges faced when working together and provides advice for CRM professionals on collaborating with product teams. In this conversation, Janet and Karan discuss the collaboration between CRM and product teams. They share examples of how merging features and using CRM as a testing ground can lead to increased engagement and adoption. They also explore the idea of a shared CRM resource for product teams and the benefits it brings. The conversation touches on the trend of removing lines between product and CRM and Airbnb's approach to product marketing and product management. The key takeaway is the importance of focusing on goals rather than functions and the value of collaboration in achieving those goals.
Takeaways:
Collaboration between product and CRM teams is crucial for successful product development. Understanding the goals and strengths of each team is essential for effective collaboration. Education sessions and knowledge sharing help bridge the gap between product and CRM teams. Including CRM in the early stages of product development leads to better user engagement and retention. Clear communication and alignment on goals are key to successful collaboration. Merging features and using CRM as a testing ground can lead to increased engagement and adoption. A shared CRM resource for product teams can help bridge the gap between CRM and product and ensure alignment with the overall CRM strategy. The trend of removing lines between product and CRM is gaining traction, with companies like Airbnb combining product marketing and product management. Focusing on goals rather than functions is crucial for effective collaboration between CRM and product teams.Chapters
00:00 Introduction and Background
01:32 Janet's Career Trajectory
06:19 Collaboration between Product and CRM
11:25 Building the Social Community at Blinkist
16:33 The Importance of CRM in Product Development
22:33 Including CRM in Non-Social Products
28:57 Hurdles in Working Together
33:16 Advice for CRM Professionals Working with Product Teams
40:57 Merging Spaces into the Library Feature
42:20 CRM as a Testing Ground for Product
44:09 Shared CRM Resource for Product Teams
47:56 The Trend of Removing Lines Between Product and CRM
48:36 Airbnb's Approach to Product Marketing and Product Management
53:10 Focusing on Goals Rather Than Functions
55:12 The Importance of Collaboration and Working Together
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In this episode, I had a chance to talk with Annalize van Deijl (Head of CRM at Mr. D Foods) about a topic that's always been fascinating - how does someone get into and excel in CRM. In the hour, we spoke about Annalize's journey from being a cabin crew at Emirates to being a Head of CRM, and how CRM as a field has evolved over time. Often folks start out in CRM, with a data, tech or ops background, Annalize talks about what she looks in new hires and much more!
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In this episode, I spoke with Lana Dubinsky. Lana comes with tons of monetisation experience with her prior roles as Senior Director of Product at IMVU. More recently, she also found Women & AI. She works independently as a product advisor to a lot of gaming companies.
Lana discusses how she had been already using machine learning (ML) to foster monetisation & innovation at companies before gen AI became a rage. It was an interesting conversation, that I hope you can also get some value out of! Enjoy!
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In this week's episode, I speak with Emmanuelle Arrault, VP of CRM at Deezer. She was previously Head of Customer Engagement with Betclic and Director of CRM Strategy at Sephora.
We talk about the role of data in CRM over the years, CRM team structures over the years and the playbook to build and train a CRM team for business growth.
You can reach out to Emma through her LinkedIn profile here.
I host 1-hour sessions to help CRM teams get trained on important lifecycle marketing aspects. You can check it out here.
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In this episode, me and Nina talk about common misconceptions or topics that receive undue attention sometimes in the customer engagement space. Most CRM teams find themselves at some stage talking about
👉 Email marketing topics such as email designs,
👉 Subject line testing - should we go short, long, funny, etc.
👉 Personalization in lifecycle marketing - how & when to do this effectively?
👉 Gamification - but struggle to see whether they create any business impact.
You can reach out to Nina on her Linkedin & do let us know if there are any misconceptions you want us to talk about in an eventual Part 2!
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For this episode, I spoke with Thiery Sequeira - CEO of Massive Rocket. Massive Rocket has been accelerating CRM & customer data projects for brands all across the world.
Thiery shares his journey of creating Massive Rocket & his early experiences working with CRM tools. He shares his insights on how the industry has evolved over the last few years & how Massive Rocket has been helping clients get to value, quickly.
I hope you enjoy the episode and consider rating it - if you enjoyed it.
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Dara & Madduck started by creating their own apps & they were successful. Then they failed at a few. During the process, they found a way to systemise insights & focus areas for subscription app developers. They've been helping app developers ever since through Madduck Publishing & Insights.
In this episode, we talk about the journey of getting to Madduck insights & some observations from the sometimes confusing world of growth for app developers.
You can reach out to Dara on his Linkedin, or you can integrate Madduck in less than 5 minutes on their website.
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In this episode, I spoke with Tobias - Head of CRM Europe at Delivery Hero.
We spoke about how Tobi transitioned from starting his journey at Delivery Hero in CRM to now leading a team of CRM specialists. We also talk about what CRM migrations & rebranding projects entail - both in terms of strategy & execution.
You can reach out to Tobias on his LinkedIn profile here.
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Our guest for this episode is Andrei Dinca, the CRM lead at Wise. Andrei has also previously worked as an independent consultant as well as a Senior CRM manager at Memrise.
Wise is a UK-based foreign exchange financial technology company founded by Estonian businessmen Kristo Käärmann and Taavet Hinrikus in January 2011.
In this episode, we discuss how CRM can be a lever for Growth for Fintech companies.
We explore the key facets of developing a well-functioning CRM team at a Fintech company such as CRM team setup, measurement of CRM impact on Growth, and key pillars of CRM strategy for Wise. Andrei also shares with us his journey of building up a CRM team from 1 to now 18 as CRM becomes a key engagement & growth driver within the company.
You can get in touch with Andrei through his LinkedIn.
Tags: CRM for Fintech, Consumer loyalty, Growth, CRM teams
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I interview Micahel - Co-founder & CEO of Qonversion IO in this episode.
We discuss the pain points of managing subscriptions for mobile apps at various growth stages. We briefly also discuss Michael's journey from a Physics background to building a company to help app developers with their subscriptions.
I found Michael's journey fascinating as he drops a lot of insights into how the industry & space has evolved over the last 4-6 years. Finally, team structure & organisation roles are still unclear for a lot of apps & Michael talks about what is the secret sauce based on his conversations with hundreds of app developers.
Some highlight topics from the episode:
The rise of the subscription economy & the need for third-party solutions Challenges & pitfalls of A/B testing Lack of communication b/w product, engineering & marketing teams for subscription monetisation Future of gaming apps, as they start trying subscription models. Paywall strategies for mobile app developersIf you enjoy listening to the episode - consider sharing it with your fellow professionals or leaving a word to me on my Linkedin.
Tags: Subscription apps, Monetisation, Subscription Optimization, App Engagement.
You can check out Qonversion.io & some of their brilliant case studies on their website here. You can also reach out to Michael on his LinkedIn profile here.
Don't forget to tune into Michael's podcast on App revenue Growth here. He has interviewed experts from Bumble, Klarna, App Radar, Google, & more on a lot of relevant topics.
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In today’s episode, I spoke to Roma who is currently the Head of CRM at Lovoo about her views on the evolution of CRM into being a product function. Her CRM team recently moved from being a Marketing function to being a Product function.
We talk about Roma's journey from being a budding journalist to currently heading the department at Lovoo. We talk about how CRM has evolved over the years from being a promotion centre for brands to a crucial retention driver for apps & brands.
Founded in 2012, LOVOO is a leading European dating app and the largest German-speaking dating app by downloads. The privately held company is part of The Meet Group and is available in 15 languages.
If you enjoy the episode, consider leaving me a review. I'd love to know how I can improve this project. If you wanted to get in touch with Roma you can find her on Linkedin here.
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In this episode of LTV Talks, we talk about email deliverability. In the fight against spam, ISPs (Internet Service Providers) put more and more restrictions on access to the user’s mailbox. This all works to the users’ benefit – it lets them have a clean mailbox with content they want to receive and an experience they expect. Anne-Sophie is a deliverability consultant at Iterable and has over 10 years of experience in the field helping brands improve how they reach their users.
In this episode, we go into the details of deliverability. We discuss:
Why email is STILL a powerful & trustworthy CRM channel for brands At what stage of your CRM setup, should you start caring about email deliverability? What should your email deliverability tool stack look like from Day 0? What are some of the common Pitfalls for brands to avoid? How often should you review your deliverability performance & how should you do it? Upcoming trends email marketers should keep an eye out for? AMP, DMARC, BIMIAnne-Sophie is an expert in the field of email & deliverability. She has worked with brands like Epsilon, and EmailVision & now is a deliverability consultant at Iterable. You can find her on Linkedin, consider following her for a constant stream of deliverability wisdom.
If you enjoyed this episode, please consider leaving us a review on Apple Podcasts or following us on social media for more content on mindfulness and wellness.
Resources recommended by Anne-Sophie for clean & trustworthy deliverability knowledge:
Email geeks (Slack channel) Word to the wise Spam Resource Kickbox Inbox Expo (conference) -
In this week's episode, I interview Nikita who has a unique view of looking at paywall optimisations & onboarding. He has a strong developer background & has led various product teams at Adapty, Welps, Wheely, etc.
The episode is focused on understanding Nikita's approach to identifying app developers' key problems & generating a solution for these problems, especially around conversions. App developers & marketers working for subscription apps will find a lot of key insights in the episode, coming from a very rich & practical experience in the field.
Background on Nikita:
Nikita currently is the founder of Paywall.tips where he has been helping app developers with subscriptions on product management topics. He previously has led mobile & product teams at Wheely, Adapty & Welps.
If you wanted to reach out to Nikita you can always find him on Linkedin. He regularly posts his views on paywall optimisation on his website paywall.tips.
Highlights from this episode:
Nikita's journey to becoming a paywall optimisation expert. Why optimising your paywall might be one of the most crucial parts of revenue & LTV optimisation How did Nikita help generate 8x conversions at Welps Evolution of subscription as a key monetisation tactic for non-gaming apps Role of personalisation in-app onboarding & the increasing need to be relevant in your onboarding experience. Nikita's approach to helping app developers deliver a better onboarding experience through experimentation & prioritisation Pricing as a lever for subscription monetisationDon't forget to review the show & send me your feedback, comments as well as any future guests you'd like for me to invite to the show!
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In this episode, I had the pleasure to interview Jakub Chour who is driving growth for HER app (a FLINTA dating & community work). We discuss his team's approach to leading organic growth initiatives & his learnings from various product growth experiments.
Our guest for this episode is Jakub Chour, a growth expert with over 5 years of experience helping apps drive growth through various methods including SEO, Subscription pricing, app store optimization (ASO) & more.
We discussed various topics during this conversation & you can find some of the key topics below:
Being a T-shaped marketer: Jakub is truly a T-shaped marketer with experience spanning across UA, SEO, CRM & Paid marketing. Individual growth contributor vs people manager: Jakub's recent decision to move away from being a people manager and rather focus on being an individual contributor for Growth. Driving Organic Growth for HER app through the minimum shareable product (MSP): Jakub describes their team approach of focusing on organic growth channels & finding avenues of growth with a minimum shareable product concept where the team is building web apps to drive brand value outside of its app use-case. We also talk about the various smoke tests that the team runs to validate these growth ideas. Why it might be wiser for growth teams to focus on a sophisticated win-back journey vs trying to build a churn prediction model or a likelihood-to-buy model? Finally, we wrap up with Jakub's tip for opportunities & traps for app growth.If you enjoyed this episode, please consider leaving us a review or following the podcast for more content on LTV & Subscription app growth.
Tags: organic app growth, subscription growth, T-shaped marketer, CRM.
Relevant resources:
HER app Jakub's Linkedin App Growth Strategies from Fabulous and HER How iOS 14.5+ impacted Paid Ads Revenues App pricing optimization guide by Jakub What Growth management tools should you use? -
Jenny Kay Pollock leads monetization at Together Labs, where she focuses on strategies that help keep IMVU a top social app. Previously, she drove customer strategy for an ad tech company and created systems to manage customer relationships for two leading augmented reality startups. Jenny routinely speaks on mobile monetization, women in the workplace, and building a tech career. She has published on these topics in outlets like Forbes, Hackernoon and Ellevate.
In this episode, we talk about Jenny's framework for diversifying your monetization strategy, and her qualitative background that helps her to have a unique perspective & enables her to leverage user research to increase revenue.
Jenny's website where you can find tons of free & helpful resources on monetization diversification, Leveraging User Research to Increase Revenue, Worksheet & more. Jenny's Linkedin profile Together Labs - Creator of IMVU -
In this week's episode, I chatted with Karan Gupta, currently leading CRM at Marley Spoon. He previously has also worked with Grover where he helped them reduce net customer churn to less than 1% from 7% within 6 months as well as transformed and optimized core engagement & retention metrics during the Black Friday mania: Activation rate (+52%), upsell rate (+140%), reactivation rate (+83%), win-back rate (+58%). He played an instrumental role in evolving Marley Spoon's CRM team to cope with their hypergrowth phase as well.
Some of the topics we covered in the session:
How Karan helped Grover's CRM team evolve from a support function to a key growth driver. We talk about how to get senior leadership to buy in for CRM initiatives. We discuss how Karan uses the "Unify, Orchestrate & Personalize" framework to drive great CRM results. Marley Spoon has grown more than 800% in the last 5 years & CRM played a key role in this growth. We spoke about what it meant to support this growth from a team evolution perspective and manage such hyper-growth scenarios. We speak about the industry changes from a CRM perspective - org. structure, team setup, etc.Enjoy the episode!
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In this episode/masterclass on retention strategies, I sit down with Ioana Iordache, Global Head of Retention at Blacklane, to discuss all things retention and engagement.
Join us as we dive into Ioana's unique background and path to working at Blacklane, how the team structures and understands retention given the complexity of their audience system, and Blacklane's north star for retention on both the chauffeur and passenger sides.
We also discuss our recent joint project, the Rewards Framework for Chauffeurs, and the importance of using solid frameworks as the base of your retention projects. Plus, we touch on how to structure your team using the IDEO activation framework. Finally, we also talk about the evolving team structures and needs of a retention team of the future.
Ioana's LinkedIn profile Blacklane website Ioana's talk at APS IDEO Activation straetgy
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In this one, I sat down with Maya Shamray (Product Manager at Adapty.io) for a candid & exciting chat on tools, tactics & strategies for subscription optimisation for app developers. What tools they can use, which team structures work better, what can you A/B test for maximal impact, hybrid pricing, & how app developers should use benchmarks, among other things.
Since Maya Shamray is working really closely with thousand of app developers and is on the front line of helping create a solution, it was fascinating to get her perspective on the following:
1️⃣ Who owns monetisation & sub-optimisation in a team, ranging from a small app company of 5-10 to apps with thousands of employees? Does marketing or product on the topic in these companies?
2️⃣ How does a tool like Adapty.io help app developers & businesses on this journey to increase subscription revenue? We talked about how to prioritize your A/B testing roadmap, depending on the growth stage of your app.
3️⃣ Hybrid pricing & discussing how apps can optimize their subscription offerings.
4️⃣ How much do the conversion rates vary b/w top apps to an indie app - what does this mean for practitioners who want to use subscription benchmarks to orient & analyse their performance?
5️⃣ Can app developers predict LTV accurately? We discuss how Adapty.io might be actually better at it than the app developers themselves since they sit on a wealth of data.
Some useful resources to go with the podcast
¹Apple's peer group benchmarks for subscription apps
²Adapty's take on whether Apple's peer group benchmarks are any good
³How to price mobile subscriptions
⁴Top reasons why users go from freemium to premium
Socials & Websites
Maya's Linkedin profile
Adapty.io
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