The Big Leap Podcast

Jarrett Thomas has generated over 5 million organic views on LinkedIn and closed $2 million deals on his couch. With his strategy, you can, too. Our host Peggy Anne Salz chats with Jarrett in this episode about the power of the personal brand and how envisioning digital differently skyrocketed Jarrett’s sales. Brands can no longer buy customer loyalty or connections. Instead, people want to buy from people. Therefore, Jarrett encourages marketers to step onto the sales floor to truly understand their customers and bring their whole selves to work. He and his team at OTB Digital, a creative agency that helps businesses with video content and creative marketing strategies, urge brands to incentivize personal branding and get curious about what differentiates them from competitors. Jarrett retains customers effortlessly with his daily LinkedIn posts and believes other brands can do the same—even on a limited budget. “LinkedIn is the biggest highway in the world,” Jarrett says. “And you get to put a billboard up every day.” 

“The Big Leap,” a video interview series featuring the most respected CMOs and executives globally, reveals the steps, strategies and stories that have allowed marketers to achieve growth through retention. The series is hosted by Peggy Anne Salz.

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

00:00 - Introducing Jarrett

01:59 - Make marketing fun again

03:29 - The power of a personal brand

07:01 - Are you ready to take the road less traveled?

11: 17 - Focus on the four Cs

14:14 - How to retain the community you just built?

16:17 - What hasn't Jarrett tried, and what is social selling?

19:58 - Change your mindset to change your sales

23:22 - Let your employees get bit by the LinkedIn bug

25:40 - Bring your whole self to work

27:10 - "More Than A Title"

Attracting subscribers to your mobile app is only one hurdle in growing your business. You have to keep them paying for that subscription, month after month, and year after year. What better person to offer advice on customer retention than Andy Carvell, Partner and Co-founder of growth consultancy Phiture, who developed one of the first mobile games early in his career? In this episode, part of the special retention marketing series sponsored by CleverTap, our host Peggy Anne Salz speaks with Andy about his secrets for optimizing subscription revenue. He says it’s a mix of user psychology, plus data-driven testing – lots of it.

“The Big Leap,” a video interview series featuring the most respected CMOs and executives globally, reveals the steps, strategies and stories that have allowed marketers to achieve growth through retention. The series is hosted by Peggy Anne Salz.

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

00:00 - From shooting games to shooting star consultancy

05:19 - Optimizing commitment: subscription apps’ next top model

08:59 - User research + data-driven testing

11:01 - The bigger the change, the better the results

12:40 - Playing the LTV long game

14:17 - Conversion rate optimizers: hold on to your trigger finger OR The trials and tribulations of subscription app marketing

17:06: Hunting for a highly valuable user

19:46 - Personalize everything

21:51 - Explaining PPR: Positive Pulse Ratio

22:59 - The power of a “Hey, it’s us again” email

26:39 - Free learning with Future Academy

28:28 - Andy’s #1 tip for optimizing mobile subscription revenue

If you want your FinTech app to thrive, perfect your lifecycle marketing system. That’s what Times Internet’s VP of Growth Marketing, Vivek Girotra, recommends. In this episode recorded late last year, our host Peggy Anne Salz questions Vivek on best practices for FinTech apps to increase user retention and meet engagement goals. Vivek implores marketers to leverage market cycles, personalize communications, and get creative with metrics while he announces Abound – a neobank for Indian expats who live outside the subcontinent.

“The Big Leap,” a video interview series featuring the most respected CMOs and executives globally, reveals the steps, strategies and stories that have allowed marketers to achieve growth through retention. The series is hosted by Peggy Anne Salz.

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

00:00 Vivek’s approach to FinTech

06:17 Adjusting product based on market research

09:03 Fintech apps as underlying UA campaigns

12:33 The US loves super stores, but will it love a super app?

15:22 Leveraging cricket and the macrocycle

18:33 The five Ws

21:51 Reducing FinTech churn

23:20 How Times Internet increases “customer stickiness”

26:51 Moving customers down the funnel

29:23 Blending a metric smoothie

31:38 Marketers: stop being lazy

33:53 Invest in brand marketing at the right time

34:58 Announcing Abound

What’s the biggest mistake people make about retention? How do you improve retention, and deliver the value your marketing promises? And in a busy and noisy world, how do you communicate your value succinctly?

In this brief “top tips” session with former CMO of Play Magnus Group Scott Dodson, we chat about “flat retention,” brand value, and the magic of activation.

Very few companies are founded by a world champion. Even fewer are founded by a grandmaster of chess. In this episode of CleverTap Engage we’re chatting with Scott Dodson, until very recently CMO at Play Magnus Group, a company founded by 5-time world chess champion and grandmaster since the age of 13 Magnus Carlsen.

The company is on a mission to define the future of chess, and it starts with deep user engagement in their app. We chat about how Dodson has used a well-considered influencer marketing strategy, segmentation and pre-segmentation strategy, and personalized recommendation to outgrow the competition.

“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 Being the avengers

1:53 Queen’s Gambit: a huge organic push

5:31 Utilizing partnerships for growth

8:21 Influencer marketing

17:20 Pre-segmentation

20:06 NFT trophies

22:17 Being a growth-focused CMO

26:03 Insanely successful strategies

How do you capture attention immediately? What’s the hardest thing about mobile marketing? And what is the golden rule of customer and user engagement?

In this brief chat with Liftoff CMO Dennis Mink, we discover his top tips for marketing success, based on 15 years of marketing experience seeing many changes in the adtech space.

We ask Bayer’s chief marketing officer and chief digital officer Patricia Corsi to answer 3 questions in 5 minutes or less:

• You have an amazing career arc. What would you tell your younger self?
• What is the most valuable career lesson you ever learned?
• What do brand marketers need to know about performance marketing, and performance marketers need to know about brand?

Here are her — somewhat surprising — answers!

How can you make your customer the hero? And what are the benefits?

In this CleverTap Engage we chat with the chief marketing officer of Liftoff. In a busy and volatile adtech ecosystem with almost zero ability for customer lock-in, he found a way to triple client retention.

How?

By creating the Mobile Heroes program that has delivered massive value for his customer first, and his own company second.

“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 Making your customer your hero

5:30 The value of elevating your customers or users

9:50 Where to start

11:50 B2B and mobile

14:30 Building communities

18:00 Going further

22:04 It starts with you

23:50 From psychology to marketing

We ask the CEO of iHeartMedia 3 key questions:

• What is the #1 motivation for podcast listeners?
• What is the best marketing advice you ever got?
• What is the best marketing advice you were ever forced to deliver?

Here are his answers, in 5 minutes or less.

We chat with the CMO of Africa’s biggest single-brand retailer about digital transformation, mixed-channel commerce, customer retention, and -- yes, we went there -- the metaverse. We also ask PEP CMO Beyers van der Merwe what is most important for a brand to convey, and his most important tool for improving customer retention.

Could being uncomfortable be the key to acquiring, engaging, and retaining new users? In this episode we chat with Bayer CMO and Chief Digital Officer Patricia Corsi on comfort zones, stepping out of them, and making a significant impact with your marketing.

That includes engagement and retention.

Corsi, who does at least one thing every week to make herself uncomfortable, talks about how she’s used comfort zone escape routes to drastically change marketing for Bayer’s 100s of brands and businesses. She also chats with hosts John Koetsier and Peggy Anne Salz about personalization, the metaverse, motivating customers, and applying creativity to even the most traditional verticals.

“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 One job

2:02 Comfort zones

4:45 Trying new things (for brands)

8:18 Challenges in the health sector

13:06 Individualization

16:01 Rewriting rules at TikTok

21:53 One moment that changed everything

23:08 Number 2 in peace - more brand courage

24:59 Activating brand loyalty and retention

30:34 Brands and the metaverse

32:58 Golden rule of retention

500 million monthly downloads is not small. And that’s just the beginning of Conal Byrne’s ambitions. He’s the CEO of iHeartMedia’s Digital Audio Group, and he’s pretty sure that marketers are underestimating what audio can accomplish.

And the metaverse, too.

In this episode of CleverTap Engage hosts John Koetsier and Peggy Anne Salz chat with Byrne about growth, engagement, and partnerships. We also discuss scaling and the very best marketing advice he ever received.

“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 Audience targeting

2:30 Growth when you’re already huge

5:37 World-building for audiences and customers

8:43 Moving to the metaverse via Roblox

13:22 NFTs for content, community, and collectibles

20:41 Most brands are on mute

24:35 Segmentation, customization, personalization

29:23 Golden rule of retention

3 tips from the CMO of Free Now on …

• Designing mobile experiences for maximum impact
• What growth marketers most need to change today
• The golden rule of engagement

Thomas Zimmerman, CMO of Europe’s largest ride-sharing company, tells co-hosts John Koetsier and Peggy Anne Salz his top 3 tips for mobile success.

And (bonus!) he also discusses the most rewarding marketing initiative he’s ever done PLUS the funniest SNAFU he’s ever seen in marketing: talking to Google about mobile.

How do you invent the future of mobility in the heart of Europe, when Uber and Lyft are at the top of everyone’s minds? A good start is bringing iconic brands like BMW and Mercedes together to create a ride-sharing experience that is exactly what Europeans want.

In this episode of CleverTap Engage we chat with Thomas Zimmerman, the CMO of FREE NOW, one of the top ride-sharing companies on the planet with over 56 million customers in 170 cities. We chat about generating traction, building volume, and differentiating from competitors. We also get insight into how Free Now segments customers, engages users, and personalizes offers.

Plus, of course, we learn how leading marketing at a gaming company has prepared Zimmerman for being the CMO of a massive ride-sharing company.

“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 Something old and something new

2:30 BMW, Mercedes, and a startup

6:01 Differentiating from competitors

8:30 Has performance marketing peaked?

11:40 New channels

13:30 Segmentation: easier than gaming?

15:20 Metrics for engaged users

16:40 Personalizing user experiences

22:15 From games to ride-sharing

Is your product great? Maybe, but is is also G.R.E.A.T.?

In this CleverTap Engage we chat with Jessy Hanley, VP of Marketing at Intuit, about how truly great products drive massive user engagement and high retention. The key: a product lifecycle that moves through 5 stages: Greet, Ramp, Evolve, Amplify, and Treasure.

We also chat about the dangers of averages … heart metrics and head metrics … and the “happy path” for customers.

“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 Is your product great?

3:01 From top of funnel to retention

7:49 Segmentation

13:07 Messaging that doesn’t suck

15:50 GREAT products

19:30 The customer happy path

23:11 Emotion and engagement

31:16 Cost of acquisition vs retention

37:38 Magnetic user experiences

How do you maximize impact, sustain growth, and boost user engagement? This is 5 minutes with Rich Donahue, the CMO of Ibotta, a cash back app that rewards shoppers for their purchases.

We ask Donahue:

• How do you design mobile experiences for maximum impact?
• What do growth marketers most need to change today?
• What is your Golden Rule of (user) Engagement?

And, of course, we have some fun and ask Donahue about the changes he made during Covid lockdown, the most rewarding marketing initiative he’s ever created, and the funniest SNAFU in digital marketing he’s ever seen …

What can 40 million customers and 2.5 billion annual purchases teach us about customer loyalty in the age of mobile? In this episode of CleverTap Engage, we chat with Rich Donahue, the CMO of Ibotta, a cash back app that rewards shoppers for their purchases.

And, of course, helps retailers and brands build more loyalty with their customers.

Donahue shares insights on:

• E-commerce post Covid
• Apple’s ATT and iOS 15
• Rewards-as-a-Service for customer loyalty
• Top signs of high-intent customers
• Location-based deals
• Segmentation by customer mindset and customer moments
• Brand vs performance
• What will never change about marketing

“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 Customer buying behavior

2:30 Cash back for shopping data

5:30 Retail and emerging from Covid

8:30 Apple’s ATT and iOS marketing

10:30 First-party data

13:01 Rewards as a service

16:20 Signals of high-intent purchasers

18:01 Location-based marketing

20:45 Segmentation: shopper mindsets and moments

25:05 Performance vs brand marketing

We ask IncredibleBank CMO Leslie Osman three key questions:

• What do most marketers forget about personalization?
• How do you re-engage customers without annoying them?
• What is your golden rule of customer engagement?

And then, just for fun, we ask for the best advice she did NOT take, the career move she wishes she had made, and the funniest marketing mistake she ever saw.

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

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?

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

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

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!

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

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

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

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

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!

"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?

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

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?

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?

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?

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

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

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

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

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/