Retention Masterclass

Retention Masterclass

By John Koetsier, Peggy Anne Salz
Post-acquisition marketing is massively undervalued.

So much marketing to date has been acquisition-focused. Now the top marketers on the planet are turning to customer experience and user retention.

We interview them and share their secrets with you.
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Magnetic brands: attraction is the new acquisition

Retention Masterclass

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Mobile engagement, retention, and frameworks with the godfather of the mobile growth stack, Andy Carvell
Any mobile marketer wants better engagement and higher retention. One of the ways to get there is applying the right frameworks with the right tools to build and deepen connection with your users and customers.   (It also helps to have a great mobile app ...) In this episode of the Retention Masterclass video podcast, my co-host Peggy Anne Salz and I interview the godfather of the mobile growth stack, Andy Carvell, a partner at the mobile growth consultancy Phiture. Yes, that mobile growth stack with no fewer than 58 separate boxes across multiple rows like Acquisition and Monetization and pillars like Channels.   Topics:   - engagement   - retention   - mobile growth stack (or blob!)   - AIC   - RRF   - RFM   - Best channels to boost engagement   - and much more ...
46:00
May 15, 2020
Dark arts & magic in marketing: Ogilvy vice-chairman Rory Sutherland on data and when not to use it
You don't get 7 million TED talk views for nothing. Rory Sutherland is the Vice Chairman of Ogilvy UK and the author of “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life.” And we had a wide-ranging, crazy, seminal, wonderful, and entertaining discussion! A short list of the topics we hit: Why marketing is not physics Why linear thinking doesn’t make quantum breakthroughs Why brands should START with retention before anything else Alchemy and magic AB testing (yes, he uses data!) What Uber’s killer feature really is How brands really only need to done one thing brilliantly to be successful Hotels and weatherproofing Why Tesla’s dog mode made a non-dog-owner want to buy one DoubleTree’s chocolate chip cookie Rory’s friend Dave Why brands should ask their customers to do them a favor How brands can get COVID-19 era marketing horribly wrong Delivering drinking water in vans Consumer loyalty Brand loyalty to customers What Amazon gets right Why your price should probably be higher to sell more Clock radios Nespresso versus Maxwell House The beautiful insanity of Dyson vacuums and hair dryers Use data to exploit versus using data to explore Data versus common sense P values (in analytics and statistics) Mental lockjaw
54:42
April 30, 2020
MasterClass' top marketing expert on Retention Masterclass: Thomas Hopkins, performance and lifecycle marketing manager at Masterclass
You're not seeing double. It is very meta, but we have a top exec from THE MasterClass ... the one with teachers like Serena Williams, Martin Scorsese, Dr. Jane Goodall, Natalie Portman, and Gordon Ramsey ... on Retention Masterclass, the podcast.  In this episode of Retention Masterclass, Thomas Hopkins, who leads performance and lifecycle marketing at MasterClass, speaking about:  - subscriptions  - offers  - retention (of course!)  - why they went full-meal deal on their subscription  - the North Star metrics he lives by at Masterclass  - what he's using this COVID-19 break for  ... and much more!
33:47
April 15, 2020
Customer acquisition and retention in a COVID-19 world with Rebecca Nackson (iHeartMedia, Audible, IBM, Notable)
Do marketers have funnel vision? Do they have the right tools, tech, and tactics for customer retention? And the right teams working in harmony? Rebecca Nackson, who led marketing for teams at iHeartMedia, Audible, IBM, and multiple startups, talks to Peggy Anne Salz and John Koetsier about marketing, retention, and acquisition ... and the changes taking place with Coronavirus sweeping the planet. We discuss:  - customer journeys  - "messaging moments"  - 3T: teams, tech, tactics  - segmented by recency, frequency, and monetization  - marketing spend and focus in the COVID-19 or Coronavirus era
42:02
April 3, 2020
Magnetic brands: attraction is the new acquisition
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!
27:41
March 23, 2020
Customer retention for on-demand services: learning from Uber and Wag
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. TOPICS INCLUDE:  - 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!
45:45
March 12, 2020
Solving customer retention 8,000 apps at time
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.
28:42
March 3, 2020
Retention is the new acquisition (and ... hello world!)
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.
04:17
February 25, 2020