Today on the show we have Casey Hill, CMO of DoWhatWorks, a patented growth experiment tracking engine that reveals which website changes actually drive results. Casey brings experience from ActiveCampaign, his work as a Stanford instructor and advisor, and years of research into how leading companies like Slack, Shopify, and Asana run experiments. 

In this episode, Casey breaks down why most A/B tests fail and how to focus on the few elements that truly move the needle. We explore why two CTAs often outperform one, why customer logo bars underdeliver, and why expectation-to-reality alignment is the hidden driver of both conversions and retention. 

Casey also shares how DoWhatWorks blends large-scale data with human research to surface reliable best practices, why expansion revenue has become its biggest growth lever, and how enterprise clients are tackling churn by setting clear expectations from day one. 

We also discuss how onboarding experiments reduce early churn, why traffic sources should shape your CTA strategy, and why simplicity always wins on pricing pages.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on [email protected]. Don't forget to follow us on X.


Key Resources:

• DoWhatWorks
• LinkedIn | Casey Hill
• Ep 235 The Lifecycle of Loyalty: Tackling Churn at Critical Stages in the User Journey
• Slack
• Asana
• Klaviyo
• Shopify
• Ramp
• HockeyStack
• Linear
• Y Combinator
• Hotjar
• Clay
• Hex
• Buffer
• Rippling
• Optimizely
• Amplitude
• Webflow
• Adobe Target
• BetScores

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Kevin Indig, Growth Advisor and Partner at HyperGrowth Partners, a stage accelerator that invests time into early-stage startups to help them achieve and sustain rapid growth post-Series A. Kevin is also the former Director of SEO at Shopify and VP of SEO & Content at G2, with a rich background advising top startups like Glean, Toast, and Reddit.

In this episode, Kevin breaks down how AI is fundamentally changing the world of SEO. We explore why 2024 might have been the last year of peak organic traffic, how AI is creating higher-intent traffic that converts better, and why brand trust matters more than ever in search results.

Kevin also dives into how LLMs use search engine data to ground responses, why traditional content strategies are losing relevance, and how modern companies should pivot toward first-party data, robust documentation, and strong communities.

We also discuss the evolving role of Chrome, why Reddit is having a moment, and why retention—not just clicks—is becoming the ultimate SEO metric.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on [email protected]. Don't forget to follow us on Twitter.

Key Resources:

• Website
• LinkedIn
• Growth Memo
• HyperGrowth Partners
• Google I/O
• OpenAI
• ChatGPT
• Reddit
• Perplexity
• PostHog

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show, we welcome Alexander Theuma, founder of SaaStock and general partner at BackFuture VC. In this episode, Alexander dives deep into the shifting SaaS landscape, exploring how AI is redefining capital efficiency, company structure, and startup strategy.

We discuss how VC trends are evolving, the rise of M&A and SaaS consolidation, and how lean, AI-powered startups are replacing bloated headcounts. Alexander also shares the lessons he’s learned from running SaaStock for over a decade and how his unique vantage point shapes the way he backs early-stage founders.

As always, let us know what you think by emailing me at [email protected], and don’t forget to follow us on X.

Mentioned Resources:

• SaaStock
• BackFuture VC

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Ramli John, founder of Delight Path and author of Product-Led Onboarding and the upcoming book Eureka.

In this episode, Ramli shares why activation and onboarding are some of the most overlooked yet impactful levers for reducing churn, and how early-stage friction, especially emotional and social, can silently kill growth.

We dive deep into what he calls the “Hierarchy of B2B Friction,” how companies can identify moments of delight and confusion, and why taking a cross-functional approach to onboarding is crucial as you scale.

We wrap up by discussing how top companies like Miro and Figma empower users to look good to their teammates, and why making your champion the hero is the ultimate onboarding win.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on [email protected]. Don't forget to follow us on Twitter.

Mentioned resources: 

• Delight Path
• Product-Led Onboarding
• Eureka
• ProductLed
• Appcues
• Mural
• Miro
• Figma
• Amplitude
• Pendo

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Jamie Davidson, the CEO and Co-Founder, and Kelley Turner, the SVP of Global Customer Success at Vitally.

In this episode, Jamie and Kelley share their experience in helping over 600 companies scale customer success operations through Vitally’s platform.

We then discussed how AI is reshaping CS workflows—from reducing manual data entry to enriching conversations with actionable insights.

And we wrapped up by discussing the evolving role of CSMs, the importance of human connection, and how AI is enabling CS teams to drive strategic business outcomes.

Mentioned Resources

• LinkedIn (Jamie Davidson)
• LinkedIn (Kelley Turner)
• Vitally
• Clay
• Duolingo’s Memo of Shifting to AI

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Andrew Davies, the CMO of Paddle.

In this episode, Andrew shares his experience tackling the "champagne problems" that SaaS companies face as they scale globally.

We then discussed how Paddle repositioned itself through the merchant of record model and brought a legacy concept back into the spotlight.

We wrapped up by discussing the company's strategic phases, the ProfitWell acquisition, and the challenges of narrowing ICP without losing growth momentum.

Mentioned Resources

• Paddle
• ProfitWell
• Price Intelligently
• Idio
• Optimizely

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Ryan Seams, the Head of Customer Success at  AssemblyAI.

In this episode, Ryan shares his experience transitioning from Deloitte to the fast-paced world of startups, where he spent nearly a decade at Mixpanel scaling customer success and navigating product analytics.

We then discussed the evolution of pricing models — from events-based to monthly tracked users and back again — and how that shaped customer behavior, retention, and satisfaction.

We wrapped up by discussing how AI-native companies like  AssemblyAI are redefining usage-based pricing, customer segmentation, and churn forecasting in a rapidly changing landscape.

Mentioned Resources

• AssemblyAI 
• Mixpanel 
• Google Analytics 
• Adobe Omniture 
• OpenAI 

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Ziv Peled, the Chief Customer Officer of AppsFlyer.

In this episode, Ziv shares his experience using AI to radically improve customer success performance.

We then discussed the shift from product expertise to growth partnership and wrapped up by exploring how AI is changing internal team dynamics and go-to-market strategies.

Mentioned Resources

• AppsFlyer
• Matik.io

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Sivan More, the VP of Customer Success at HiBob, an HR tech company driving company culture and employee engagement.

In this episode, Sivan shares her experience in the evolution of customer success and how it has transformed over the years.

We then discussed the role of AI and personalization in enhancing customer journeys, and we wrapped up by diving into how to build scalable, skills-based customer success teams in the age of AI.

Mentioned Resources

• HiBob
• Vitally.io

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Today on the show we have Miguel Fernandez Larrea, the CEO and Co-founder of Capchase.

In this episode, Miguel shares his experience helping B2B vendors recover customer acquisition costs faster and increase deal sizes through flexible payment terms.

We then discussed the enterprise sales motion behind Capchase Pay, how Miguel’s team drives adoption across sales, finance, and rev ops, and how their CS team is optimizing activation to reach the first five closed deals.

Mentioned Resources

• Capchase

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.