LTV Talks with Karan

Karan Tibdewal
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LTV Talks with Karan Podcast

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

    SEP 2

    #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
  2. #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)

    AUG 26

    #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

  3. JUL 27

    #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
  4. #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.

    FEB 29

    #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
  5. #22: Janet Mao (Senior Product Manager) - A Product Manager's confessions, challenges, learnings & observations collaborating with a CRM team to drive business objectives.

    FEB 19

    #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
  6. #21: Annalize van Deijl (Head of CRM at Mr. D Foods) How do you get into CRM, why is it so hard to develop and hire CRM talent? The role of data, tech, ops, user psychology, strategic CRM thinking

    JAN 17

    #21: Annalize van Deijl (Head of CRM at Mr. D Foods) How do you get into CRM, why is it so hard to develop and hire CRM talent? The role of data, tech, ops, user psychology, strategic CRM thinking

    In this episode, I had a chance to talk with Annalize van Deijl (Head of CRM at Mr. D Foods) about a topic that's always been fascinating - how does someone get into and excel in CRM. In the hour, we spoke about Annalize's journey from being a cabin crew at Emirates to being a Head of CRM, and how CRM as a field has evolved over time. Often folks start out in CRM, with a data, tech or ops background, Annalize talks about what she looks in new hires and much more!

    1h 0m
  7. #20: Monetisation for subscription apps, using ML & Al for innovation & monetisation, building a subscription package with Lana Dubinsky (Product Advisor)

    12/21/2023

    #20: Monetisation for subscription apps, using ML & Al for innovation & monetisation, building a subscription package with Lana Dubinsky (Product Advisor)

    In this episode, I spoke with Lana Dubinsky. Lana comes with tons of monetisation experience with her prior roles as Senior Director of Product at IMVU. More recently, she also found Women & AI. She works independently as a product advisor to a lot of gaming companies. Lana discusses how she had been already using machine learning (ML) to foster monetisation & innovation at companies before gen AI became a rage. It was an interesting conversation, that I hope you can also get some value out of! Enjoy!

    52 min
  8. #19: Recipe for CRM transformation projects, how to train and build a CRM team, driving business growth through lifecycle marketing, and more with Emmanuelle Arrault (VP of CRM at Deezer)

    10/28/2023

    #19: Recipe for CRM transformation projects, how to train and build a CRM team, driving business growth through lifecycle marketing, and more with Emmanuelle Arrault (VP of CRM at Deezer)

    In this week's episode, I speak with Emmanuelle Arrault, VP of CRM at Deezer. She was previously Head of Customer Engagement with Betclic and Director of CRM Strategy at Sephora. We talk about the role of data in CRM over the years, CRM team structures over the years and the playbook to build and train a CRM team for business growth. You can reach out to Emma through her LinkedIn profile here. I host 1-hour sessions to help CRM teams get trained on important lifecycle marketing aspects. You can check it out here.

    1h 2m
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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 - 2024
  • Episodes
    26
  • Rating
    Clean
  • Copyright
    © Karan Tibdewal
  • Show Website
    LTV Talks with Karan

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