LTV Talks with Karan

Karan Tibdewal
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LTV Talks with Karan

Welcome to LTV Talks with Karan, the podcast where I explore the world of m-CRM, Growth via engagement, and Subscriptions. Join me, Karan Tibdewal, a Growth & Retention consultant who has worked with world-leading apps like Blinkist, Soundcloud, Headspace, etc., as I interview experts to learn from their experiences. From discussing how to use AI & machine learning to optimize your push notification strategy to sharing insights on how to think like a subscription conversion consultant, we dive deep into their experiences, strategies and tactics that can help apps increase their customer LTV.

  1. #29 Bridging CRM & Data: Measuring Impact, ROI on your CRM Investment, Avoiding Pitfalls, and Building a Smarter Retention Strategy with Dr. Tim Wiegels (ex-VP Data at FreeNow)

    FEB 10

    #29 Bridging CRM & Data: Measuring Impact, ROI on your CRM Investment, Avoiding Pitfalls, and Building a Smarter Retention Strategy with Dr. Tim Wiegels (ex-VP Data at FreeNow)

    In this conversation, I speak with Dr. Tim Wiegels explore the intricacies of CRM data, focusing on effective measurement strategies, common pitfalls in CRM teams, and the importance of understanding the broader business context. Tim shares his journey from academia to data leadership, emphasizing the need for CRM teams to align their metrics with overall business goals and to avoid siloed thinking. The discussion also touches on the challenges of managing control groups and the potential overload of CRM tools, advocating for a more strategic approach to data utilization. In this conversation, wel discuss the challenges and strategies surrounding CRM tools, customer data management, and the importance of understanding customer lifetime value. The emphasis for teams to define their strategies, leverage AI for data analysis, and focus on retention in the evolving landscape of marketing. The discussion also highlights the significance of data literacy and the future of CRM in a data-driven world.takeaways Understanding ROI on CRM tools is crucial.Teams often focus too narrowly on their KPIs.A holistic view of the funnel is essential.Vouchers can lead to revenue loss if mismanaged.CRM goals should align with overall business objectives.Control groups need regular refreshing to remain valid.Data teams must communicate effectively with management.Incrementality and uplift modeling are key measurement strategies.Headspace is necessary for effective data analysis.Freelancing allows for more focused project work. CRM teams often rely too heavily on tools without understanding their full capabilities.It's crucial to segment customer data effectively to drive better marketing strategies.Defining a clear strategy is essential for CRM teams to succeed.Customer lifetime value is complex and requires a deep understanding of customer behavior.AI can significantly enhance data analysis and decision-making processes.Teams should focus on retention strategies as acquisition becomes more challenging.Data literacy is vital for marketing teams to manipulate and understand data effectively.Using AI tools can streamline processes and improve efficiency in data handling.Understanding the value segments of customers can help in targeted marketing efforts.Effective communication and collaboration between teams are key to successful CRM implementation. Tim's Linkedin: https://www.linkedin.com/in/timwiegels/ Tim's Podcast: https://tr.ee/DCtUqUirY_ Enjoy this conversation!

    55 min
  2. #28:Challenges of lifecycle marketing, the significance of personalization, and strategies for maximizing impact while minimizing effort with Sundar Swaminathan (ExperiMENTAL, ex-Uber)

    JAN 22

    #28:Challenges of lifecycle marketing, the significance of personalization, and strategies for maximizing impact while minimizing effort with Sundar Swaminathan (ExperiMENTAL, ex-Uber)

    Summary In this conversation, I interview Sundar Swaminathan, a marketing data science leader, about his journey from software development to B2C marketing analytics. Sundar shares insights from his time at Uber, emphasizing the importance of a data-driven culture and psychological safety in fostering innovation. We discuss the challenges of lifecycle marketing, the significance of personalization, and strategies for maximizing impact while minimizing effort. The conversation highlights the need for clear lifecycle definitions and the role of leadership in creating an environment conducive to data-driven decision-making. In this conversation, Sundar and I delve into the intricacies of personalization in marketing, discussing its varying importance across different industries. We also explore the strategic use of discounts and promotions to enhance user engagement, emphasizing the need for A/B testing to validate marketing strategies. Sundar shares insights on overcoming barriers to experimentation, highlighting the human factors that often hinder progress. The discussion also covers the significance of strategic measurement in marketing efforts, particularly the use of health metrics to gauge business performance effectively. Chapters 00:00 Introduction to Sundar Swaminathan 07:56 Creating Psychological Safety in Data-Driven Environments 13:55 Understanding Lifecycle Marketing and Its Importance 29:01 Maximizing Impact through Effective Personalization 35:03 Leveraging Discounts and Promotions for User Engagement 40:40 Overcoming Barriers to Experimentation 49:10 Strategic Measurement in Marketing 55:32 Understanding Health Metrics for Business Success Keywords B2C marketing, data science, marketing analytics, psychological safety, lifecycle marketing, personalization, Uber, data-driven culture, experimentation, marketing strategies, personalization, marketing, A/B testing, user engagement, measurement, health metrics, lifecycle marketing, discounts, experimentation, data science

    57 min
  3. #27: Mastering User Retention Playbook with Google's NotebookLM Audio Overview

    10/06/2024

    #27: Mastering User Retention Playbook with Google's NotebookLM Audio Overview

    Here's an experimental podcast episode, created entirely by Google's NotebookLM. When I was starting out, this playbook from Amplitude was the most helpful resource that I found, studied and applied as cleanly as possible. It's a comprehensive guide to mastering user retention, which is crucial for achieving sustainable product growth. The playbook emphasises that retaining existing users is as important as acquiring new ones, and that focusing on retention impacts all critical business metrics. The central theme is the Retention Lifecycle Framework, which categorises users into four stages: New Users, Current Users, Resurrected Users, and Dormant Users. This framework facilitates tailored retention strategies for each user group, focusing on shifting the retention curve up by improving the new user experience and flattening the curve by nurturing long-term user engagement. The playbook outlines specific steps for analysing user behaviour in each stage, including identifying behavioral personas, and using various product analysis tools like cohort analysis, funnel analysis, stickiness analysis, and session metrics, to gain insights into user actions and drivers of retention. It emphasises the importance of experimentation and iterative improvements, providing practical examples and recommendations for implementing strategies to enhance user retention throughout the lifecycle. The playbook concludes by highlighting the importance of setting concrete retention goals, monitoring key metrics, and prioritising experiments for continuous growth.

    15 min
  4. #26: Insights on monetising subscriptions, Importance of focusing on fundamentals, Experimentation mistakes & more with ex-Growth Lead at Codeacademy - Daniel Layfield (Founder @ Subscription Index)

    09/02/2024

    #26: Insights on monetising subscriptions, Importance of focusing on fundamentals, Experimentation mistakes & more with ex-Growth Lead at Codeacademy - Daniel Layfield (Founder @ Subscription Index)

    In this conversation, Daniel Layfield, former Growth Lead at Code Academy & founder of Subscription Index shares insights on monetizing subscription businesses. He discusses his transition from JP Morgan to Code Academy and the challenges of transitioning to a subscription model. Daniel emphasizes the importance of focusing on the fundamentals of pricing, paywalls, checkout pages, and churn tactics. He also highlights the significance of metrics and data analysis in optimizing monetization. Additionally, Daniel discusses team structures, the balance between speed and accuracy in product development, and the impact of unnecessary complexity on velocity. The conversation covers topics such as planning for success and maintenance, A/B testing and experimentation, trends and opportunities in 2024, and increasing LTV through pricing. Takeaways Startups should plan for the scenario where they are successful and need to maintain their systems. A/B testing should be used selectively and only for complex changes or high-risk areas. In 2024, big companies are focusing on profitability and finding ways to generate more revenue from each account. There is a gap at the bottom of the market for B2B SaaS tools, creating opportunities for newer companies. Raising prices and removing free trials are strategies to increase LTV. Chapters 00:00 Introduction and Background 01:10 Transition from JP Morgan to Code Academy 03:05 Joining Code Academy and Focus on Monetization 05:10 Challenges of Transitioning to a Subscription Model 08:45 Team Structure and Challenges in Subscription Growth 10:35 Importance of Fundamentals in Subscription Business 13:35 Churn Tactics and Payment Processing 19:49 Common Pitfalls in Subscription Monetization 24:55 Importance of Metrics and Data Analysis 26:36 Team Setups and Organization Structures 34:01 The Importance of Speed in Product Development 37:13 Balancing Speed and Accuracy 38:19 Planning for Success and Maintenance 39:13 A/B Testing and Experimentation 44:02 Trends and Opportunities in 2024 45:28 Increasing LTV through Pricing

    50 min
  5. #25: How to make reporting work for CRM teams. The Importance of regular check-ins & sharing of results. Connecting business outcomes with CRM campaigns with Giulia Penna (Director of Growth @ Clue)

    08/26/2024

    #25: How to make reporting work for CRM teams. The Importance of regular check-ins & sharing of results. Connecting business outcomes with CRM campaigns with Giulia Penna (Director of Growth @ Clue)

    Giulia Penna, Director of Growth at Clue, discusses the topic of reporting in CRM teams and organisations. She shares her career progression, from working in startups to becoming a freelancer before joining Clue. Giulia highlights the importance of reporting in CRM and the challenges she faced when she joined the company. She emphasizes the need for structure, planning, and reliable reporting to measure the impact of CRM campaigns. We also discussed the evolution of CRM and the changing expectations in reporting and attribution. In this conversation, Giulia discusses the importance of clear communication and oversharing in a team, as well as the value of repetition and making information easily accessible. She emphasizes the need for trust in reporting and the importance of having confidence in the numbers being shared. Giulia also discusses the balance between using existing reporting tools and working with the data team to improve reporting accuracy. She highlights the need for reporting to focus on company metrics and the impact of campaigns, rather than just campaign-level metrics. Additionally, Giulia touches on the role of a CRM manager in clear communication, recognition of team efforts, and the evolving nature of reporting with the integration of AI tools. I hope you enjoy the episode!

    59 min

  6. 07/27/2024

    #24: [Conference Talk]: How we 2x'd impact of CRM on M1 Retention featuring Lifesum.

    In this talk, I described an onboarding case study with a health & fitness app called Lifesum. We used behavioral psychology research to create an onboarding checklist program and delivered it entirely through CRM channels. The talk goes through the key steps in delivering and measuring such projects through understanding CRM leverage, having the right team mindset as well as staying away from some key data traps.

    28 min
  7. #23: Allison Bryant - Senior Lifecycle Manager at 10 percent Happier: Scaling up from a 1-person CRM team - experiences with prioritisation, setting expectations and proving impact.

    02/29/2024

    #23: Allison Bryant - Senior Lifecycle Manager at 10 percent Happier: Scaling up from a 1-person CRM team - experiences with prioritisation, setting expectations and proving impact.

    Summary In this episode, I interview Allison Bryant, a senior lifecycle marketer at 10 percent Happier. Allison shares her experience of starting a team from scratch and building marketing infrastructure for the company's growth. She emphasizes the importance of understanding the customer journey and collaborating with other teams. Allison also discusses the role of CRM as a force multiplier and the need for prioritization in driving impactful initiatives. In this conversation, Allison discusses various strategies and tactics for increasing engagement and preventing churn in a meditation app. She shares insights on the power of re-engagement campaigns, the effectiveness of rerunning challenges, and the importance of repetition in messaging. Allison also explores the use of AI and LLMs for copywriting and highlights the proactive approach to churn prevention. She emphasizes the strategic role of lifecycle marketing in driving LTV growth and offers advice for founders and teams looking to optimize their CRM efforts. Takeaways Starting a team from scratch requires understanding the customer journey and collaborating with other teams. CRM is a force multiplier that can significantly impact growth and retention. Prioritization is crucial in maximizing the impact of CRM initiatives. User insights are key in driving impactful initiatives and optimizing the customer journey. Reengagement campaigns can be highly effective in increasing engagement and preventing churn. Rerunning challenges and courses can provide valuable re-engagement opportunities for users. Repetition is key in messaging, as people often need to hear things multiple times in different ways to break through. AI and LLMs can be powerful tools for copywriting and personalization in CRM efforts. Proactive churn prevention strategies, such as re-engagement campaigns before renewal, can significantly impact retention. Lifecycle marketing plays a strategic role in increasing LTV and should be seen as a partner in growth. Chapters 00:00 Introduction and Background 02:13 Transition to CRM Role04:56Starting the CRM Role at 10% Happier 07:34 Mapping the Customer Journey09:14Collaboration with Other Teams 13:03 CRM as a Force Multiplier 19:04 Importance of Prioritization 24:40 Evolution of Priorities and Skills 30:55 Using User Insights for Impactful Initiatives 33:59 Discovering the Power of Reengagement 36:10 Rerunning Challenges for Engagement and Revenue 40:12 The Importance of Repetition in Messaging 43:53 Using AI and LLMs for Copywriting 52:15 Proactive Churn Prevention 59:02 Preventing Churn with Reengagement Campaigns 01:06:03 The Strategic Role of Lifecycle Marketing

    1h 3m
  8. #22: Janet Mao (Senior Product Manager) - A Product Manager's confessions, challenges, learnings & observations collaborating with a CRM team to drive business objectives.

    02/19/2024

    #22: Janet Mao (Senior Product Manager) - A Product Manager's confessions, challenges, learnings & observations collaborating with a CRM team to drive business objectives.

    Episode Summary Janet Mao, an experienced product professional (previously at Blinkist), discusses the collaboration between product and CRM teams. She shares her career trajectory and highlights the importance of CRM in product development. Janet explains the challenges faced when working together and provides advice for CRM professionals on collaborating with product teams. In this conversation, Janet and Karan discuss the collaboration between CRM and product teams. They share examples of how merging features and using CRM as a testing ground can lead to increased engagement and adoption. They also explore the idea of a shared CRM resource for product teams and the benefits it brings. The conversation touches on the trend of removing lines between product and CRM and Airbnb's approach to product marketing and product management. The key takeaway is the importance of focusing on goals rather than functions and the value of collaboration in achieving those goals. Takeaways: Collaboration between product and CRM teams is crucial for successful product development. Understanding the goals and strengths of each team is essential for effective collaboration. Education sessions and knowledge sharing help bridge the gap between product and CRM teams. Including CRM in the early stages of product development leads to better user engagement and retention. Clear communication and alignment on goals are key to successful collaboration. Merging features and using CRM as a testing ground can lead to increased engagement and adoption. A shared CRM resource for product teams can help bridge the gap between CRM and product and ensure alignment with the overall CRM strategy. The trend of removing lines between product and CRM is gaining traction, with companies like Airbnb combining product marketing and product management. Focusing on goals rather than functions is crucial for effective collaboration between CRM and product teams. Chapters 00:00 Introduction and Background 01:32 Janet's Career Trajectory 06:19 Collaboration between Product and CRM 11:25 Building the Social Community at Blinkist 16:33 The Importance of CRM in Product Development 22:33 Including CRM in Non-Social Products 28:57 Hurdles in Working Together 33:16 Advice for CRM Professionals Working with Product Teams 40:57 Merging Spaces into the Library Feature 42:20 CRM as a Testing Ground for Product 44:09 Shared CRM Resource for Product Teams 47:56 The Trend of Removing Lines Between Product and CRM 48:36 Airbnb's Approach to Product Marketing and Product Management 53:10 Focusing on Goals Rather Than Functions 55:12 The Importance of Collaboration and Working Together

    54 min
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About

Welcome to LTV Talks with Karan, the podcast where I explore the world of m-CRM, Growth via engagement, and Subscriptions. Join me, Karan Tibdewal, a Growth & Retention consultant who has worked with world-leading apps like Blinkist, Soundcloud, Headspace, etc., as I interview experts to learn from their experiences. From discussing how to use AI & machine learning to optimize your push notification strategy to sharing insights on how to think like a subscription conversion consultant, we dive deep into their experiences, strategies and tactics that can help apps increase their customer LTV.

Information

  • Creator
    Karan Tibdewal
  • Years Active
    2023 - 2025
  • Episodes
    29
  • Rating
    Explicit
  • Copyright
    © Karan Tibdewal
  • Show Website
    LTV Talks with Karan

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