The Big Leap Podcast

What does rewarding loyalty in real time do for customer retention? According to IncredibleBank CMO Leslie Osman, it treats your customers the way Google, Netflix, and our instant satisfaction digital world has trained them to expect.

And that increases retention.

In this episode we learn how real-time rewards improve results in ultra-competitive sectors. We chat about old-school customer service and new-school digital impact. And we discuss which communications customers (and app users) want to get and why … as well as how AI is helping marketers personalize and customize those communications.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

Our Socials

LinkedIn: https://www.linkedin.com/company/clevertap

Twitter: https://twitter.com/CleverTap​​

Instagram: https://www.instagram.com/clevertapofficial

Facebook:https://www.facebook.com/clevertap

CHAPTER TIMESTAMPS

0:00 Rewarding loyalty in real time

2:20 New school vs old school customer experience

6:10 Competitors you might not think of

7:35 The basics of rewarding loyalty

9:15 Immediate gratification … for fintech?

12:30 Data-driven customer communication channels

15:30 Sending messages customers want to receive

16:50 Customize messages to customers

18:01 Using AI for customer engagement

22:10 Customer loyalty in the digital age

Brian Balfour is the CEO of Reforge and the former VP of Growth at Hubspot. He knows growth marketing and retention marketing. So when he says retention is at the center of the growth engine, people sit up and listen.

In this episode of CleverTap Engage, Brian talks about retention, benchmarks, measurement, some of the best examples of retention he’s ever seen, and whether you can engineer in retention or not. One thing he’s found? Category leaders always have the highest retention. And, when you drill down, retention is at the center of the growth engine. It improves both acquisition and monetization, drives LTV, increases what you can afford to spend on CAC, and demonstrates long-term health and strength in an app business.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

Our Socials

LinkedIn: https://www.linkedin.com/company/clevertap

Twitter: https://twitter.com/CleverTap​​

Instagram: https://www.instagram.com/clevertapofficial

Facebook:https://www.facebook.com/clevertap

CHAPTER TIMESTAMPS

0:00 Are benchmarks bogus?

2:25 Category leaders have the highest retention

5:30 Know who you’re targeting AND who you’re not

7:20 Frustrations with benchmarks

16:10 Measuring LTV

19:05 Retention is an output

25:10 Can you engineer in retention?

29:50 Strategies for mobile growth

34:00 What do marketers understand least about retention

37:55 ‘I WAS STUPID’

42:52 Defining and keeping your ‘marginal audience’

47:51 Where does retention fit in the org chart?

How do you boost sales, boost engagement, boost retention, and rebrand … all during a global pandemic?

For the CMO of Africa’s biggest single-brand retailer, it’s all about moving where your customers demand. And they move quickly, especially when shutdowns interfere with in-person shopping. Mixing channels, enhancing mobile booking and sales, and being available in channels like WhatsApp make the difference.

PEP sells 760 million items a year in 300 million transactions: not an easy business to turn on a dime. In this episode we chat about how PEP segments customers in 12 countries speaking 11 languages, engages with all of the via local initiatives, boosts loyalty, and uses mobile to enhance the customer experience both for in-store and at-home shoppers.

We also chat about loyalty, global supply chain issues, rebranding, and … of course … the hot topic of the day: metaverse.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

Our Socials

LinkedIn: https://www.linkedin.com/company/clevertap

Twitter: https://twitter.com/CleverTap​​

Instagram: https://www.instagram.com/clevertapofficial

Facebook:https://www.facebook.com/clevertap

CHAPTER TIMESTAMPS

0:00 Deeper customer engagement

1:34 Marketing during a global pandemic

6:31 Channels that matter, including WhatsApp

10:47 Metaverse and marketing

12:16 Is loyalty dead?

14:22 Earning loyalty and segmenting customers

20:59 Rebranding during Covid

iOS 14 and 15 are huge course corrections on how Apple is building its mobile operating systems. The former head of Google’s iOS app explains what’s changed, why, and how it impacts which apps can be successful in this edition of CleverTap Engage.

His name is Nick Hobbs. After Google, he built a subscription news service which was acquired by Twitter, where he currently works in product. The key, Hobbs says, is that Apple has redesigned iOS to privilege ongoing user/customer relationships. In other words: subscription apps. The difference is between apps that are focused on aggregating and selling attention versus those that are focused on delivering value.

App developers, publishers, and marketers who pick up on the differences will be those who are mostly likely to win in this new era.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

Our Socials

LinkedIn: https://www.linkedin.com/company/clevertap

Twitter: https://twitter.com/CleverTap​​

Instagram: https://www.instagram.com/clevertapofficial

Facebook:https://www.facebook.com/clevertap

CHAPTER TIMESTAMPS

0:00 Introduction

2:00 A fundamental change

4:37 Subscription apps: news

5:55 Creating great digital products

8:03 Creating radically superior services

10:17 Subscriptions versus eyeballs

12:12 Retention first?

13:45 Subscriptions and Gen Z

18:14 Understanding user needs

22:33 Sharp decision points for subscription apps

28:33 Retention for subscription apps

How do you build an iconic brand?

Chief marketing officer Ian Stewart has led marketing at MTV, Coke, and Converse before taking the reins at the iconic shoe company TOMS. He’s created lasting brand value wherever he’s gone. In this 5 minutes with Engagement Experts, we chat with him about surfing, Asia, the biggest turning point in his career, and how to build iconic brands.

The secret?

If you want to be iconic, you have to celebrate the icon. And in fact there’s a growth strategy for iconic brands that is exactly the opposite of what most marketers think it should be. Check out this quick hit with Ian Stewart for a mini-MBA in marketing!

TOMS makes shoes. They also make a difference, changing 100 million lives by donating ⅓ of profits to good causes. In this episode of CleverTap Engage we chat with Ian Stewart, the CMO and chief digital officer of TOMs.

He’s led marketing teams at MTV, Coke, UGG, and Converse, and is an avid surfer. But he’s also an expert retention marketer, brand strategist, funnel designer, and influencer marketing expert.

In this episode, we chat about selling via purpose, using influencer marketing in a totally new way, running different funnels for different customer segments, reinventing a brand, and boosting retention in tough times.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

Our Socials

LinkedIn: https://www.linkedin.com/company/clevertap

Twitter: https://twitter.com/CleverTap​​

Instagram: https://www.instagram.com/clevertapofficial

Facebook:https://www.facebook.com/clevertap

CHAPTER TIMESTAMPS

0:00 Reinventing a brand

1:48 Brand transformation

4:20 Changing a model

6:10 Balancing purpose and profit

8:37 CMO and CDO: chief digital officer

13:18 Surviving a pandemic, supply chain, and more

17:52 Influencer marketing, redefined

21:41 Customer retention and 2 funnels

25:33 Segmenting customers at TOMS

27:41 Marketing partnerships that work

What does Tesla’s “dog mode” say about the company? What about DoubleTree’s cookie on the bed.

In this episode of CleverTap Engage, we meet the master of the dark arts of marketing, Rory Sutherland, Vice Chairman of Ogilvy and author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life.

It turns out that while we need science and data and testing in modern marketing, we also need magic. And the trick is to foster the magic while still learning from the science. Rory discusses customer journeys, direct marketing, behavioral science, fear of rejection, and why marketing shouldn’t attempt to imitate the physical sciences in its degree of certainty.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

Our Socials

LinkedIn: https://www.linkedin.com/company/clevertap

Twitter: https://twitter.com/CleverTap​​

Instagram: https://www.instagram.com/clevertapofficial

Facebook:https://www.facebook.com/clevertap

CHAPTER TIMESTAMPS

0:00 The dark arts of marketing

1:38 Customer journey and retention

4:35 Direct marketing

7:15 Behavioral science

11:16 A/B testing

16:16 The killer feature

18:20 Brand delight attributes: dog mode

24:37 Competitive advantage

28:26 Marketing in a pandemic

30:12 Doing favors for brands

35:07 Loyalty and retention

38:03 Marketing is a way of looking at the world

42:57 The danger of quantification

46:08 The $900 vacuum

47:32 Bees and data

52:02 The value of discovery

What if we had 10 of the best marketers on the planet each provide their best tip for customer engagement? Top executives from brands like IBM, Mastercard, N26, Clorox, Verizon, Acorns, Rovio, and HelloFresh? Well, that’s exactly what we did.

The result: the 10 golden rules of customer engagement.

Rovio COO Kieran O’Leary talks about understanding user motivations. HelloFresh chief brand officer Emma Baines talks about showing up, consistently, day after day. IBM global head of Watson Advertising and The Weather Channel Sheri Bachstein talks about maximizing value for subscription apps. And Mastercard CMO Raja Rajamannar shares how much bigger a brand is than just a logo.

Here is the best of CleverTap Engage from 2021: enjoy!

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/

Our Socials

LinkedIn: https://www.linkedin.com/company/clevertap

Twitter: https://twitter.com/CleverTap

Instagram: https://www.instagram.com/clevertapofficial

Facebook:https://www.facebook.com/clevertap

CHAPTER TIMESTAMPS

1:09 Sheri Bachstein, The Weather Company, an IBM Business

2:27 Raja Rajamannar, Mastercard

6:10 Katherine Melchior Ray - formerly Babbel, Shiseido

8:59 Patrick Stal, N26

10:41 Vivian Chang, Clorox DTC

12:48 Pearl Servat, Visible

14:43 James Moorhead, Acorns

16:52 Kieran OLeary, Rovio

19:28 Ashley Fauset, Maple Media

22:06 Emma Baines, HelloFresh

How do you drive more subscriptions in your mobile app? Segmentation is one answer, and you can learn a lot about both segmentation and subscriptions when you manage over 200 apps with hundreds of millions of users.

In this episode of CleverTap Engage, we chat with the VP of Marketing for Maple Media, Ashley Fauset. She manages marketing for literally hundreds of apps, is already building off-App-Store payment processing in view of the Epic Games-Apple lawsuit result, and is running lifecycle marketing for high-value app users in probably 10 different verticals.

Her secret?

Experimentation. Action. Quick learnings. And aligning product, marketing, and messaging to drive engagement, retention, and ultimately … revenue.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. 

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

Our Socials

LinkedIn: https://www.linkedin.com/company/clev... 

Twitter: https://twitter.com/CleverTap​​ 

Instagram: https://www.instagram.com/clevertapof... 

Facebook:https://www.facebook.com/clevertap 

CHAPTER TIMESTAMPS

0:00 200 apps

2:07 What is Maple Media?

4:15 Aligning product and marketing

7:47 iOS 14.5, iOS 15, and IDFA

11:04 Value of user data

13:24 High-value users

14:55 Subscriptions & price elasticity

19:04 Segmentation & personas

23:15 Taking in-app payments in-house

24:26 App bundles

26:15 Biggest learnings

28:58 Golden rule of engagement

Maple Media has over 200 apps with hundreds of millions of users in dozens of verticals. Somehow, VP of marketing Ashley Fauset manages to not only keep them all straight but keep them all growing.

Hosts John Koetsier and Peggy Anne Salz interviewed Ashley in-depth in a previous episode, but here's a little bit more personal and quick glimpse into what makes her tick, what drives engagement, her top tip for being successful in mobile marketing, and some of the most challenging as well as most rewarding chapters in her career.

Plus, of course, Ashley's top tip for boosting mobile user retention.

Enjoy!