Skip to main content
CleverTap engage: CMO podcast

CleverTap engage: CMO podcast

By John Koetsier & Peggy Anne Salz
Mobile marketing secrets from top CMOs at global brands: Mastercard, IBM, Clorox, Visible, Acorns, Babbel, N26, CleverTap, and more. Our goal: sharing the best tips for generating meaningful, memorable, clever customer engagement. Hosted by John Koetsier and Peggy Anne Salz.
Where to listen
Apple Podcasts Logo

Apple Podcasts

Google Podcasts Logo

Google Podcasts

Pocket Casts Logo

Pocket Casts

RadioPublic Logo

RadioPublic

Spotify Logo

Spotify

Real-time loyalty rewards
What does rewarding loyalty in real time do for customer retention? According to IncredibleBank CMO Leslie Osman, it treats your customers the way Google, Netflix, and our instant satisfaction digital world has trained them to expect. And that increases retention. In this episode we learn how real-time rewards improve results in ultra-competitive sectors. We chat about old-school customer service and new-school digital impact. And we discuss which communications customers (and app users) want to get and why … as well as how AI is helping marketers personalize and customize those communications. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap Twitter: https://twitter.com/CleverTap​​ Instagram: https://www.instagram.com/clevertapofficial Facebook:https://www.facebook.com/clevertap CHAPTER TIMESTAMPS 0:00 Rewarding loyalty in real time 2:20 New school vs old school customer experience 6:10 Competitors you might not think of 7:35 The basics of rewarding loyalty 9:15 Immediate gratification … for fintech? 12:30 Data-driven customer communication channels 15:30 Sending messages customers want to receive 16:50 Customize messages to customers 18:01 Using AI for customer engagement 22:10 Customer loyalty in the digital age
25:55
May 12, 2022
Retention at center of growth engine
Brian Balfour is the CEO of Reforge and the former VP of Growth at Hubspot. He knows growth marketing and retention marketing. So when he says retention is at the center of the growth engine, people sit up and listen. In this episode of CleverTap Engage, Brian talks about retention, benchmarks, measurement, some of the best examples of retention he’s ever seen, and whether you can engineer in retention or not. One thing he’s found? Category leaders always have the highest retention. And, when you drill down, retention is at the center of the growth engine. It improves both acquisition and monetization, drives LTV, increases what you can afford to spend on CAC, and demonstrates long-term health and strength in an app business. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap Twitter: https://twitter.com/CleverTap​​ Instagram: https://www.instagram.com/clevertapofficial Facebook:https://www.facebook.com/clevertap CHAPTER TIMESTAMPS 0:00 Are benchmarks bogus? 2:25 Category leaders have the highest retention 5:30 Know who you’re targeting AND who you’re not 7:20 Frustrations with benchmarks 16:10 Measuring LTV 19:05 Retention is an output 25:10 Can you engineer in retention? 29:50 Strategies for mobile growth 34:00 What do marketers understand least about retention 37:55 ‘I WAS STUPID’ 42:52 Defining and keeping your ‘marginal audience’ 47:51 Where does retention fit in the org chart?
57:33
April 09, 2022
Boosting cross-channel commerce
How do you boost sales, boost engagement, boost retention, and rebrand … all during a global pandemic? For the CMO of Africa’s biggest single-brand retailer, it’s all about moving where your customers demand. And they move quickly, especially when shutdowns interfere with in-person shopping. Mixing channels, enhancing mobile booking and sales, and being available in channels like WhatsApp make the difference. PEP sells 760 million items a year in 300 million transactions: not an easy business to turn on a dime. In this episode we chat about how PEP segments customers in 12 countries speaking 11 languages, engages with all of the via local initiatives, boosts loyalty, and uses mobile to enhance the customer experience both for in-store and at-home shoppers. We also chat about loyalty, global supply chain issues, rebranding, and … of course … the hot topic of the day: metaverse. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap Twitter: https://twitter.com/CleverTap​​ Instagram: https://www.instagram.com/clevertapofficial Facebook:https://www.facebook.com/clevertap CHAPTER TIMESTAMPS 0:00 Deeper customer engagement 1:34 Marketing during a global pandemic 6:31 Channels that matter, including WhatsApp 10:47 Metaverse and marketing 12:16 Is loyalty dead? 14:22 Earning loyalty and segmenting customers 20:59 Rebranding during Covid
26:24
March 09, 2022
iOS-subscriptions
iOS 14 and 15 are huge course corrections on how Apple is building its mobile operating systems. The former head of Google’s iOS app explains what’s changed, why, and how it impacts which apps can be successful in this edition of CleverTap Engage. His name is Nick Hobbs. After Google, he built a subscription news service which was acquired by Twitter, where he currently works in product. The key, Hobbs says, is that Apple has redesigned iOS to privilege ongoing user/customer relationships. In other words: subscription apps. The difference is between apps that are focused on aggregating and selling attention versus those that are focused on delivering value. App developers, publishers, and marketers who pick up on the differences will be those who are mostly likely to win in this new era. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap Twitter: https://twitter.com/CleverTap​​ Instagram: https://www.instagram.com/clevertapofficial Facebook:https://www.facebook.com/clevertap CHAPTER TIMESTAMPS 0:00 Introduction 2:00 A fundamental change 4:37 Subscription apps: news 5:55 Creating great digital products 8:03 Creating radically superior services 10:17 Subscriptions versus eyeballs 12:12 Retention first? 13:45 Subscriptions and Gen Z 18:14 Understanding user needs 22:33 Sharp decision points for subscription apps 28:33 Retention for subscription apps
39:16
March 04, 2022
How to become an iconic brand, with TOMS CMO Ian Stewart
How do you build an iconic brand? Chief marketing officer Ian Stewart has led marketing at MTV, Coke, and Converse before taking the reins at the iconic shoe company TOMS. He’s created lasting brand value wherever he’s gone. In this 5 minutes with Engagement Experts, we chat with him about surfing, Asia, the biggest turning point in his career, and how to build iconic brands. The secret? If you want to be iconic, you have to celebrate the icon. And in fact there’s a growth strategy for iconic brands that is exactly the opposite of what most marketers think it should be. Check out this quick hit with Ian Stewart for a mini-MBA in marketing!
06:29
February 03, 2022
Purpose, influencers, retention at TOMS
TOMS makes shoes. They also make a difference, changing 100 million lives by donating ⅓ of profits to good causes. In this episode of CleverTap Engage we chat with Ian Stewart, the CMO and chief digital officer of TOMs. He’s led marketing teams at MTV, Coke, UGG, and Converse, and is an avid surfer. But he’s also an expert retention marketer, brand strategist, funnel designer, and influencer marketing expert. In this episode, we chat about selling via purpose, using influencer marketing in a totally new way, running different funnels for different customer segments, reinventing a brand, and boosting retention in tough times. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap Twitter: https://twitter.com/CleverTap​​ Instagram: https://www.instagram.com/clevertapofficial Facebook:https://www.facebook.com/clevertap CHAPTER TIMESTAMPS 0:00 Reinventing a brand 1:48 Brand transformation 4:20 Changing a model 6:10 Balancing purpose and profit 8:37 CMO and CDO: chief digital officer 13:18 Surviving a pandemic, supply chain, and more 17:52 Influencer marketing, redefined 21:41 Customer retention and 2 funnels 25:33 Segmenting customers at TOMS 27:41 Marketing partnerships that work
32:34
January 27, 2022
Magic in marketing: your biggest source of competitive advantage
What does Tesla’s “dog mode” say about the company? What about DoubleTree’s cookie on the bed. In this episode of CleverTap Engage, we meet the master of the dark arts of marketing, Rory Sutherland, Vice Chairman of Ogilvy and author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. It turns out that while we need science and data and testing in modern marketing, we also need magic. And the trick is to foster the magic while still learning from the science. Rory discusses customer journeys, direct marketing, behavioral science, fear of rejection, and why marketing shouldn’t attempt to imitate the physical sciences in its degree of certainty. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap Twitter: https://twitter.com/CleverTap​​ Instagram: https://www.instagram.com/clevertapofficial Facebook:https://www.facebook.com/clevertap CHAPTER TIMESTAMPS 0:00 The dark arts of marketing 1:38 Customer journey and retention 4:35 Direct marketing 7:15 Behavioral science 11:16 A/B testing 16:16 The killer feature 18:20 Brand delight attributes: dog mode 24:37 Competitive advantage 28:26 Marketing in a pandemic 30:12 Doing favors for brands 35:07 Loyalty and retention 38:03 Marketing is a way of looking at the world 42:57 The danger of quantification 46:08 The $900 vacuum 47:32 Bees and data 52:02 The value of discovery
54:46
December 28, 2021
10 Golden Rules of Customer Engagement
What if we had 10 of the best marketers on the planet each provide their best tip for customer engagement? Top executives from brands like IBM, Mastercard, N26, Clorox, Verizon, Acorns, Rovio, and HelloFresh? Well, that’s exactly what we did. The result: the 10 golden rules of customer engagement. Rovio COO Kieran O’Leary talks about understanding user motivations. HelloFresh chief brand officer Emma Baines talks about showing up, consistently, day after day. IBM global head of Watson Advertising and The Weather Channel Sheri Bachstein talks about maximizing value for subscription apps. And Mastercard CMO Raja Rajamannar shares how much bigger a brand is than just a logo. Here is the best of CleverTap Engage from 2021: enjoy! “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap Twitter: https://twitter.com/CleverTap Instagram: https://www.instagram.com/clevertapofficial Facebook:https://www.facebook.com/clevertap CHAPTER TIMESTAMPS 1:09 Sheri Bachstein, The Weather Company, an IBM Business 2:27 Raja Rajamannar, Mastercard 6:10 Katherine Melchior Ray - formerly Babbel, Shiseido 8:59 Patrick Stal, N26 10:41 Vivian Chang, Clorox DTC 12:48 Pearl Servat, Visible 14:43 James Moorhead, Acorns 16:52 Kieran OLeary, Rovio 19:28 Ashley Fauset, Maple Media 22:06 Emma Baines, HelloFresh
25:15
December 14, 2021
Segmentation & subscriptions for 200 apps & hundreds of millions of users at Maple Media
How do you drive more subscriptions in your mobile app? Segmentation is one answer, and you can learn a lot about both segmentation and subscriptions when you manage over 200 apps with hundreds of millions of users. In this episode of CleverTap Engage, we chat with the VP of Marketing for Maple Media, Ashley Fauset. She manages marketing for literally hundreds of apps, is already building off-App-Store payment processing in view of the Epic Games-Apple lawsuit result, and is running lifecycle marketing for high-value app users in probably 10 different verticals. Her secret? Experimentation. Action. Quick learnings. And aligning product, marketing, and messaging to drive engagement, retention, and ultimately … revenue. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clev...  Twitter: https://twitter.com/CleverTap​​  Instagram: https://www.instagram.com/clevertapof...  Facebook:https://www.facebook.com/clevertap  CHAPTER TIMESTAMPS 0:00 200 apps 2:07 What is Maple Media? 4:15 Aligning product and marketing 7:47 iOS 14.5, iOS 15, and IDFA 11:04 Value of user data 13:24 High-value users 14:55 Subscriptions & price elasticity 19:04 Segmentation & personas 23:15 Taking in-app payments in-house 24:26 App bundles 26:15 Biggest learnings 28:58 Golden rule of engagement
32:21
November 04, 2021
5 minutes with Ashley Fauset, VP Marketing at Maple Media
Maple Media has over 200 apps with hundreds of millions of users in dozens of verticals. Somehow, VP of marketing Ashley Fauset manages to not only keep them all straight but keep them all growing. Hosts John Koetsier and Peggy Anne Salz interviewed Ashley in-depth in a previous episode, but here's a little bit more personal and quick glimpse into what makes her tick, what drives engagement, her top tip for being successful in mobile marketing, and some of the most challenging as well as most rewarding chapters in her career. Plus, of course, Ashley's top tip for boosting mobile user retention. Enjoy!
05:58
November 03, 2021
5 minutes with Emma Baines, chief brand officer of HelloFresh
"5 minutes with" is a quick peek into the lives of marketing leaders. We ask a few more personal questions than in our full-length CleverTap Engage episodes. In this chat with the chief brand officer of HelloFresh, hosts John Koetsier and Peggy Anne Salz ask her about creative, growth, business impact, engagement, and retention. Topics we cover: - What was the most impactful creative you ever experienced in an ad? - What was the most difficult part of HelloFresh almost doubling in size in a year? - How do you know when you have the creative just right? - What is the hard-core bottom-line business impact of amazing creative? - What is the best mobile app experience you remember? - What is your top tip for boosting mobile user retention?
10:06
October 15, 2021
HelloFresh: 84% growth via creative, segmentation, customer journey
How do you grow 84% in a year and deliver 600 million meals globally? A lot has to go right, but you certainly have to have your branding and segmentation in order … and a good understanding of your customer journey. HelloFresh’s Global Director of Creative Services Emma Baines joins us for a chat through a pandemic year: mind-blowing growth, a creative refresh that was both desperately needed and -- thanks to COVID -- unfortunately timed, and creative that ties together the customer journey from ad to subscription to payment to delivery to consumption. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap  Twitter: https://twitter.com/CleverTap​​  Instagram: https://www.instagram.com/clevertapofficial  Facebook:https://www.facebook.com/clevertap
33:00
October 04, 2021
5 minutes with Kieran O'Leary, COO of Rovio
We just had the incredible Kieran O'Leary, COO of Rovio on for a full episode of CleverTap Engage. "5 minutes with" is a quick peak into the lives of marketing leaders via a few more personal questions. What we ask: When your parents ask what you do, what do you say? Favorite work moment of all time? What’s the best example of mobile user engagement you have personally experienced? Ever imagined you’d be where you are right now? What is the most important thing a C-level exec can do to help their company grow? What do you want people to feel when they close a Rovio game? Your name for those who are in your app: users, customers, players, or people? What is your top tip for marketers who want to boost customer retention?
05:34
October 01, 2021
5 minutes with James Morehead, CMO of Acorns
We recently had James Morehead on for a full episode of CleverTap Engage. "5 minutes with" is a quick peak into the lives of marketing leaders via a few more personal questions. What we ask: When your grandparents ask what you do, what do you say? Favorite work moment of all time? What’s the best recent example of customer engagement you personally experienced? Is any CMO ever really, truly, completely satisfied with their logo? What is the most important thing a CMO can do? How do you want customers to feel when they close the Acorns app? How often do you want people to open the Acorns app? What is your top tip for marketers who want to boost customer retention?
06:57
September 22, 2021
Rovio CTO Kieran O'Leary on engagement, retention, and winning for over a decade
How do you win in mobile for over a decade? How do you keep on churning out apps and games that succeed, year after year, and keep players engaged and retained for over a decade? No-one knows how better than Rovio. Rovio was founded in 2003: an eternity ago by mobile standards. Its iconic Angry Birds app was launched in 2009, hit over two billion downloads by 2014 and spawned multiple movies plus app spinoffs. Angry Birds 2, launched in 2015, has over 100,000 players who have been playing the game for more than six years. In this episode of CleverTap Engage, we chat with Rovio chief operating officer Kieran O'Leary. He’s been the director of growth, VP of marketing, left marketing at Outfit7 and Gameloft, and kicked off his career at Ubisoft and IBM. He shares his insights on mobile engagement, mobile retention, the interplay between engagement and retention, and how Rovio has been incredibly successful at getting and keeping players. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap  Twitter: https://twitter.com/CleverTap​​  Instagram: https://www.instagram.com/clevertapofficial  Facebook:https://www.facebook.com/clevertap  CHAPTER TIMESTAMPS 0:00 Winning in mobile 1:44 Irish or French? 2:26 How to stay on top 3:59 Acquisition versus retention 5:45 Good engagement vs bad 8:46 When do you cut your losses? 10:33 Why Rovio bought Ruby Games 12:28 Key ingredient for mobile success 13:46 What can brands learn from game publishers?
16:22
September 20, 2021
Gamification and personalization: how Acorns achieves 99% retention
Can you imagine mobile user retention of 99%? For most mobile marketers and developers, that’s fantasy land. Most who are struggling to boost engagement and retention have 10-20% user retention after a month, if they’re lucky. While it’s true fintech is a unique space, Acorns CMO James Moorhead reveals how he uses segmentation, gamification, and a sophisticated messaging and CRM strategy to fully engage every user and achieve almost unheard-of user retention numbers. We also discuss: The biggest hurdle with getting users to engage How to give users tiny hits of dopamine to boost retention The best way to manage pricing How segmentation impacts product: your in-app experience The leaky bucket Treating individuals individually The importance of real-time feedback Granular customer journey mapping And more ... “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clevertap  Twitter: https://twitter.com/CleverTap​​  Instagram: https://www.instagram.com/clevertapofficial  Facebook:https://www.facebook.com/clevertap  CHAPTER TIMESTAMPS 0:00 Identifying customer pain points 1:47 James Morehead, CMO of Acorns 4:30 Growth of fintech 5:58 Engagement & loyalty 8:43 Gamification 11:06 Personalization & dopamine hits 13:01 Pricing & transparency 14:25 Segmentation 16:32 Mobile user retention 18:52 Mobile CRM and personalization 21:09 Metrics of growth 23:20 Customer journey mapping 24:53 Be our next guest
24:23
September 09, 2021
Verizon’s Visible: differentiation, Kevin Bacon, & customer engagement
Ever felt six degrees from success? Visible Head of Brand Marketing Pearl Servat walks us through fixing customer engagement, winning with influencer marketing, and building engagement and retention through segmentation. And hiring Kevin Bacon, of course. Visible is a new kind of telecom, owned by Verizon, with a customer-centric brand and marketing. Getting and keeping mobile users is core to their strategy, along with an unconventional way of connecting with and retaining customers. Servat talks about her long history in Hollywood, and: - Trend-spotting - Making influencer marketing work - Differentiating in undifferentiated verticals - Fostering loyalty and retention - Building community - Making customers your fans - Engaging customers in a movement - Being a role model as a woman and a tech executive In this episode of CleverTap Engage, John Koetsier and Peggy Anne Salz get Visible’s top tips for winning, growing, and keeping your customers in tough, challenging markets. “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clev...  Twitter: https://twitter.com/CleverTap​​  Instagram: https://www.instagram.com/clevertapof...  Facebook:https://www.facebook.com/clevertap  CHAPTER TIMESTAMPS 0:00 Breaking through the noise 2:52 Entertainment to tech 6:42 Hiring Kevin Bacon 8:24 CMO advice: brand marketing partnerships 11:00 Measuring influencer marketing 14:39 Community-centric marketing 19:01 Fostering customer loyalty and retention 23:23 Social media marketing via IRL events 27:48 Differentiation and segmentation 29:25 Women leading in tech
35:30
August 30, 2021
Winning direct-to-consumer with Clorox VP of Growth Vivian Chang
How do you win in direct-to-consumer? Clorox VP of Growth Vivian Chang is taking the consumer giant’s 50+ brands straight to the people with data science, predictive modeling, and deep data-driven insights.  That means moving from general demographics to more precise psychographics to build subscriptions, work hand-in-hand with existing retail channels, and give millennial consumers the ultimate in convenience.  And that requires building a holistic data pool across the CPG enterprise level and connecting all the dots from mobile and CRM and retail.  “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clev...  Twitter: https://twitter.com/CleverTap​​  Instagram: https://www.instagram.com/clevertapof...  Facebook:https://www.facebook.com/clevertap  CHAPTER TIMESTAMPS 0:00 Intro 4:26 CPG to DTC 7:02 Data synergies across the enterprise 9:04 Demographics to psychographics 12:51 Anatomy of an engaged customer 15:04 Personalization 17:26 Surround sound marketing 19:15 Retention & engagement 20:18 Marketing team structure 23:13 The future of marketing data 25:42 Solving channel conflict 27:46 Advice for CMOs
30:58
August 17, 2021
Magical brands and stellar customer experiences with Patrick Stal, VP of Global Marketing at N2, a fast-growing fintech startup
Patrick Stal, VP of Global Marketing at N26, a fast-growing mobile bank with 8 million customers across 25 countries, shares valuable lessons to create “stellar customer experience,” encourage loyalty and build brands to last. “CleverTap Engage” is a video interview series featuring the globe’s most respected CEOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ 0:00 Intro 1:25 Fintech app explosion 2:54 - Surviving the surge 4:36 Needs-based segmentation 5:35 Democratizing customer ownership  7:31 Is loyalty dead? 8:32 The switching challenge 11:37 Magical brand experiences 13:05 No brand without performance 15:25 Digital gets physical 16:25 Customers crave optimism
17:59
July 09, 2021
Vision, velocity values: CMO Katherine Ray from Babble, Gucci, Nike, Louis Vuitton on leading marketing in 2021
Katherine Melchior Ray, former CMO of Babbel, is a marketing expert with an interesting take on leading in turbulent times. Katherine’s motto is, “Never waste a crisis.” In this episode, learn how she looks at disruption, what her “Three Vs for CMOs” are, and how she applied all of this by making subscriptions free for students during the pandemic. Ray, who's writing a book on marketing, has led marketing teams for top brands like Babbel, Shiseido, Hyatt, Tommy Hilfiger, Gucci, Louis Vuitton, and Nike. It may not be 2020 anymore, but the world is still very much in crisis mode. Some countries are reopening thanks to high rates of vaccination. Other countries are still in the grips of the battle with COVID-19. Put it all together, and we see a fairly chaotic world in constant change. That’s hard — and the impacts of COVID are horrific — but it’s also a time when consumers are changing habits, switching loyalties, and swapping brands.  The result is an opportunity for change in spite of the difficult circumstances. Video: https://www.youtube.com/watch?v=nYmKaO9WMkg Blog post: https://clevertap.com/blog/clevertap-engage-babbel-shiseido-cmo/
25:37
June 30, 2021
Advertising is dead. Loyalty is dead. And brand needs rebranding, with Mastercard CMO Raja Rajamannar
Advertising is dead. Loyalty is dead. "Brand" needs rebranding." Raja Rajamannar, the Chief Marketing & Communications Officer at Mastercard and author of the must-read Quantum Marketing, drops thought grenade after thought grenade in this third episode of CleverTap Engage. Raja explores what it means to build a brand, shares the kind of "da Vinci" marketers we need today, and shares what it’s like to be in a global marketing role during a global pandemic.  CleverTap Engage is a video interview series featuring the globe’s most respected CEOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. Visit our website: https://clevertap.com/​
44:55
June 11, 2021
IBM & The Weather Company: AI, predictive analytics, retention, and moving to subscriptions with CEO Sheri Bachstein
Sheri Bachstein, CEO of The Weather Company (an IBM Business) and GM of IBM Watson Advertising, knows artificial intelligence (AI). Tune in to find out how The Weather Company uses predictive analytics, why it decided to embrace a subscription model, and how it all impacts customer engagement.  “CleverTap Engage” is a video interview series featuring the globe’s most respected CEOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​ Our Socials LinkedIn: https://www.linkedin.com/company/clev...​ Twitter: https://twitter.com/CleverTap​​ Instagram: https://www.instagram.com/clevertapof...​ Facebook:https://www.facebook.com/clevertap
30:38
May 24, 2021
CleverTap CMO on engagement, branding, and the biggest mistakes brands make
This is the VERY FIRST episode of CleverTap Engage, a new podcast where CMOs speak on their most critical issue: generating and sustaining engagement with prospects and customers. The ultimate goal: highlighting the outstanding experts and standout campaigns driving customer engagement in a meaningful, memorable and clever way. In our first episode, we start with CleverTap CMO Dave Dabbah. Dave was previously VP of Marketing at Agora from 2017 to 2020. He was also VP of Marketing at in-app editing software provider Ephox, and earlier in his career was VP of marketing at email/digital marketing software provider Lyris. He serves as a strategic marketing advisor to startups and is kicking off his own show for CMOs.
36:52
March 31, 2021