If your brand disappeared tomorrow … would anyone care?
Peggy Anne Salz and John Koetsier interview CleverTap's head of brand Charles Orlando. He's a 25-year veteran of marketing, branding, and telling stories, with stops at Cisco and Intuit as well as Humanity.
We talk about:
- what does "magnetic" mean for a brand?
- how does a brand become magnetic?
- what does "brand" really mean? and where does it really exist?
- companies that are doing it right
- brands that are doing it wrong
... and MUCH more!
Jessy Hanley has led marketing and retention roles at Uber and Wag, and she's now leading similar efforts at a multi-billion-dollar global brand.
In this episode, Peggy Anne Salz and John Koetsier interview her to learn the secrets of retention in on-demand marketplaces, and she shares her insights on cohorts, peeling back the onion of what an app or service does, and much more.
- segmentation via RFM: recency, frequency, and monetization
- the GREAT product lifecycle: greet, ramp, evolve, amplify, and treasure
- why you never just look at averages
- heart metrics and head metrics
- brand magnetism and it's impact on users & customers
- the happy path (for customers)
- and the unhappy path
... and much, much more!
According to AppsFlyer, brands are spending $60B this year to acquire new mobile users. But within a week marketers have lost nearly 66% of their users. That means 40 to 50 billion dollars will almost literally just go up in smoke.
BUT ... if you just spent a fraction of those billions fixing retention … and building the kind of brand experience that would attract new organic customers … you’d be way ahead.
Today we talk with Sunil Thomas, co-founder and CEO of CleverTap, which solves retention for more than 8,000 apps. How? He built a platform that enables individualization at scale and scalable analytics that are instantly actionable to save customers or users from churning.
We chat about that, and the framework that you can use to make it happen. We also talk about how you can automate it, segmentation, and we touch on omnichannel engagement: messaging the right people at the right time, in the right channel.
The marketing world has gorged on acquisition over the past decade. Cheap VC money and an explosion of marketing technology for measurement and analytics have led brands to over-index on pulling in new users and new customers, and under-index on delighting those customers so that they'll stick around.
After all, retention is the path to profit.
This is the very first episode of Retention Masterclass, a podcast focused on keeping the customers you attract. We'll interview and highlight global experts from leading brands on exactly how you can achieve this too.