The Big Leap Podcast

"5 minutes with" is a quick peek into the lives of marketing leaders. We ask a few more personal questions than in our full-length CleverTap Engage episodes. In this chat with the chief brand officer of HelloFresh, hosts John Koetsier and Peggy Anne Salz ask her about creative, growth, business impact, engagement, and retention.

Topics we cover:

- What was the most impactful creative you ever experienced in an ad?

- What was the most difficult part of HelloFresh almost doubling in size in a year?

- How do you know when you have the creative just right?

- What is the hard-core bottom-line business impact of amazing creative?

- What is the best mobile app experience you remember?

- What is your top tip for boosting mobile user retention?

How do you grow 84% in a year and deliver 600 million meals globally? A lot has to go right, but you certainly have to have your branding and segmentation in order … and a good understanding of your customer journey.

HelloFresh’s Global Director of Creative Services Emma Baines joins us for a chat through a pandemic year: mind-blowing growth, a creative refresh that was both desperately needed and -- thanks to COVID -- unfortunately timed, and creative that ties together the customer journey from ad to subscription to payment to delivery to consumption.

“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

We just had the incredible Kieran O'Leary, COO of Rovio on for a full episode of CleverTap Engage. "5 minutes with" is a quick peak into the lives of marketing leaders via a few more personal questions.

What we ask:

When your parents ask what you do, what do you say?

Favorite work moment of all time?

What’s the best example of mobile user engagement you have personally experienced?

Ever imagined you’d be where you are right now?

What is the most important thing a C-level exec can do to help their company grow?

What do you want people to feel when they close a Rovio game?

Your name for those who are in your app: users, customers, players, or people?

What is your top tip for marketers who want to boost customer retention?

We recently had James Morehead on for a full episode of CleverTap Engage. "5 minutes with" is a quick peak into the lives of marketing leaders via a few more personal questions.

What we ask:

When your grandparents ask what you do, what do you say?

Favorite work moment of all time?

What’s the best recent example of customer engagement you personally experienced?

Is any CMO ever really, truly, completely satisfied with their logo?

What is the most important thing a CMO can do?

How do you want customers to feel when they close the Acorns app?

How often do you want people to open the Acorns app?

What is your top tip for marketers who want to boost customer retention?

How do you win in mobile for over a decade? How do you keep on churning out apps and games that succeed, year after year, and keep players engaged and retained for over a decade?

No-one knows how better than Rovio.

Rovio was founded in 2003: an eternity ago by mobile standards. Its iconic Angry Birds app was launched in 2009, hit over two billion downloads by 2014 and spawned multiple movies plus app spinoffs. Angry Birds 2, launched in 2015, has over 100,000 players who have been playing the game for more than six years.

In this episode of CleverTap Engage, we chat with Rovio chief operating officer Kieran O'Leary. He’s been the director of growth, VP of marketing, left marketing at Outfit7 and Gameloft, and kicked off his career at Ubisoft and IBM. He shares his insights on mobile engagement, mobile retention, the interplay between engagement and retention, and how Rovio has been incredibly successful at getting and keeping players.

“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 Winning in mobile

1:44 Irish or French?

2:26 How to stay on top

3:59 Acquisition versus retention

5:45 Good engagement vs bad

8:46 When do you cut your losses?

10:33 Why Rovio bought Ruby Games

12:28 Key ingredient for mobile success

13:46 What can brands learn from game publishers?

Can you imagine mobile user retention of 99%? For most mobile marketers and developers, that’s fantasy land. Most who are struggling to boost engagement and retention have 10-20% user retention after a month, if they’re lucky.

While it’s true fintech is a unique space, Acorns CMO James Moorhead reveals how he uses segmentation, gamification, and a sophisticated messaging and CRM strategy to fully engage every user and achieve almost unheard-of user retention numbers.

We also discuss:

The biggest hurdle with getting users to engage

How to give users tiny hits of dopamine to boost retention

The best way to manage pricing

How segmentation impacts product: your in-app experience

The leaky bucket

Treating individuals individually

The importance of real-time feedback

Granular customer journey mapping

And more ...

“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 Identifying customer pain points

1:47 James Morehead, CMO of Acorns

4:30 Growth of fintech

5:58 Engagement & loyalty

8:43 Gamification

11:06 Personalization & dopamine hits

13:01 Pricing & transparency

14:25 Segmentation

16:32 Mobile user retention

18:52 Mobile CRM and personalization

21:09 Metrics of growth

23:20 Customer journey mapping

24:53 Be our next guest

Ever felt six degrees from success? Visible Head of Brand Marketing Pearl Servat walks us through fixing customer engagement, winning with influencer marketing, and building engagement and retention through segmentation.

And hiring Kevin Bacon, of course.

Visible is a new kind of telecom, owned by Verizon, with a customer-centric brand and marketing. Getting and keeping mobile users is core to their strategy, along with an unconventional way of connecting with and retaining customers.

Servat talks about her long history in Hollywood, and:

- Trend-spotting

- Making influencer marketing work

- Differentiating in undifferentiated verticals

- Fostering loyalty and retention

- Building community

- Making customers your fans

- Engaging customers in a movement

- Being a role model as a woman and a tech executive

In this episode of CleverTap Engage, John Koetsier and Peggy Anne Salz get Visible’s top tips for winning, growing, and keeping your customers in tough, challenging markets.

“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 Breaking through the noise

2:52 Entertainment to tech

6:42 Hiring Kevin Bacon

8:24 CMO advice: brand marketing partnerships

11:00 Measuring influencer marketing

14:39 Community-centric marketing

19:01 Fostering customer loyalty and retention

23:23 Social media marketing via IRL events

27:48 Differentiation and segmentation

29:25 Women leading in tech

How do you win in direct-to-consumer? Clorox VP of Growth Vivian Chang is taking the consumer giant’s 50+ brands straight to the people with data science, predictive modeling, and deep data-driven insights. 

That means moving from general demographics to more precise psychographics to build subscriptions, work hand-in-hand with existing retail channels, and give millennial consumers the ultimate in convenience. 

And that requires building a holistic data pool across the CPG enterprise level and connecting all the dots from mobile and CRM and retail. 

“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 Intro

4:26 CPG to DTC

7:02 Data synergies across the enterprise

9:04 Demographics to psychographics

12:51 Anatomy of an engaged customer

15:04 Personalization

17:26 Surround sound marketing

19:15 Retention & engagement

20:18 Marketing team structure

23:13 The future of marketing data

25:42 Solving channel conflict

27:46 Advice for CMOs

Patrick Stal, VP of Global Marketing at N26, a fast-growing mobile bank with 8 million customers across 25 countries, shares valuable lessons to create “stellar customer experience,” encourage loyalty and build brands to last.

“CleverTap Engage” is a video interview series featuring the globe’s most respected CEOs 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/​

0:00 Intro

1:25 Fintech app explosion

2:54 - Surviving the surge

4:36 Needs-based segmentation

5:35 Democratizing customer ownership 

7:31 Is loyalty dead?

8:32 The switching challenge

11:37 Magical brand experiences

13:05 No brand without performance

15:25 Digital gets physical

16:25 Customers crave optimism

Katherine Melchior Ray, former CMO of Babbel, is a marketing expert with an interesting take on leading in turbulent times. Katherine’s motto is, “Never waste a crisis.” In this episode, learn how she looks at disruption, what her “Three Vs for CMOs” are, and how she applied all of this by making subscriptions free for students during the pandemic.

Ray, who's writing a book on marketing, has led marketing teams for top brands like Babbel, Shiseido, Hyatt, Tommy Hilfiger, Gucci, Louis Vuitton, and Nike.

It may not be 2020 anymore, but the world is still very much in crisis mode. Some countries are reopening thanks to high rates of vaccination. Other countries are still in the grips of the battle with COVID-19. Put it all together, and we see a fairly chaotic world in constant change. That’s hard — and the impacts of COVID are horrific — but it’s also a time when consumers are changing habits, switching loyalties, and swapping brands. 

The result is an opportunity for change in spite of the difficult circumstances.

Video: https://www.youtube.com/watch?v=nYmKaO9WMkg

Blog post: https://clevertap.com/blog/clevertap-engage-babbel-shiseido-cmo/