customer lifecycle

Episode 59 of the OneSignal podcast welcomes guest Dmytro Kudrenko.  Dmytro joins the podcast to discuss email design and how email modules enable marketer email flexibility and improves performance.  Dmytro has been working on customer communications, messaging, and user retention for over two decades.  He co-founded Stripo in 2017 to address the need for improved email templates and empower marketers to do more with fewer developer requirements. 

OneSignal is the world’s leading, most popular, and widely used customer engagement platform. Over a million businesses use OneSignal to build omnichannel (email, push, SMS & in-app) customer messaging journeys to drive deeper user engagement, loyalty, and business growth.  

Sign up for free to use OneSignal to save resources and increase customer retention and loyalty today.  If you enjoy the episode, please subscribe to the OneSignal Podcast and write us a review.  

Episode 57 of the OneSignal podcast illuminates how persistent omnichannel customer messaging journeys enable you to optimize your customer conversion and retention rates.  Build onboarding, re-engagement, and conversion journeys across email and push, and supplement them with SMS and others relevant to your business.  There is also a walk through of BETMATE.  BETMATE is a UK-based fantasy sports betting platform for games.  They saw 600% improvement with paid user engagement and much more.  Listen to the podcast to hear more details and learn how you can make some investment to improve your customer engagement results.

The Betmate case study can be found here.  

OneSignal is the world’s leading, most popular, and widely used customer engagement platform. Over a million businesses use OneSignal to build omnichannel (email, push, SMS & in-app) customer messaging journeys to drive deeper user engagement, loyalty, and business growth.  

Sign up for free to use OneSignal to save resources and increase customer retention and loyalty today.  If you enjoy the episode, please subscribe to the OneSignal Podcast and write us a review.  

Episode 53 of the OneSignal podcast illuminates how BetterMe leveraged persistent user journeys for customer onboarding and specific customer lifecycle touchpoints to drive 100% lift in subscription conversions and 22% increase in overall user engagement.

The BetterMe customer case study.  

OneSignal is the world’s leading, most popular, and widely used customer engagement platform. Over a million businesses use OneSignal to build omnichannel (email, push, SMS & in-app) customer messaging journeys to drive deeper user engagement, loyalty, and business growth.  

Sign up for free to use OneSignal to save resources and increase customer retention and loyalty today.  If you enjoy the episode, please subscribe to the OneSignal Podcast and write us a review.  

Lex chats with Cynthia Kleinbaum Milner, CMO at MoneyLion - a mobile banking and financial membership platform that integrates spending, saving, borrowing, and investing tools to empower consumers towards better financial wellness. Kincking off the conversation, Cynthia delves into the intricacies of charting a career in the ever-evolving landscape of digital transformation, sharing her transition from brand marketing to holistic marketing. As they navigate through industry insights, Cynthia provides a closer look at the challenges and strategies of targeting different sectors and personas, as well as marketing at scale across various business verticals. A significant portion of the discussion revolves around MoneyLion's journey. Cynthia charts the evolution of the platform, highlighting its transformation from its early days to a renowned digital banking platform, underscoring its core value proposition. This leads to an insightful conversation on the growth, valuation, and shifting fintech market trends that have shaped MoneyLion's trajectory. Cynthia goes on to detail the importance of financial literacy within the app, focusing on content evolution and user value. She further discusses the nuances of content discovery, the company's revenue model, and the balance between engagement and profitability. Navigating the tricky waters of financial influencers, Cynthia stresses the importance of balancing content quality with regulatory compliance. The podcast culminates with a forward-looking view, as Cynthia sheds light on MoneyLion's strategic priorities in the upcoming years.

MENTIONED IN THE CONVERSATION

MoneyLion's Website: https://bit.ly/45YHQVl

Cynthia's LinkedIn profile: https://bit.ly/460jn1S

Topics: Fintech, marketing, brand, e-commerce, customer lifecycle, embedded finance, brand, Marketplace

Companies: MoneyLion, Walmart, Bonobos, Nestle, Gilt Groupe, Even Financial, Malka, ZenDrive

ABOUT THE FINTECH BLUEPRINT

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👉 Twitter: https://twitter.com/LexSokolin

TIMESTAMPS

1’16”: Charting a Career Journey: From Brand Marketing to Digital Transformation

8’49”: Industry Insights: Navigating Diverse Sectors and Targeting Personas

13’47”: Marketing at Scale: Strategies for Diverse Business Verticals

17’00”: The Evolution of MoneyLion: From Inception to Digital Banking, touching on its core value proposition

25’09”: The Unfolding Story of MoneyLion: Deciphering the Growth and Valuation journey Amidst evolving Fintech Market Trends

28’14”: Financial Literacy Engagement in the App: Content, Evolution, and User Value

31’30”: Content Discovery and Revenue Mix: Driving Engagement and the Core Economic Model

35’12”: Financial Influencers and Regulatory Considerations: Balancing Content Quality and Compliance

40’09”: The Future of MoneyLion: Company's Strategic Focus in the Coming Years

41’30”: The channels used to connect with Cynthia & learn more about MoneyLion

Disclaimer here — this newsletter does not provide investment advice and represents solely the views and opinions of FINTECH BLUEPRINT LTD.

Contributors: Lex, Laurence, Matt, Farhad, Mike, Daniella

Want to discuss? Stop by our Discord and reach out here with questions.

Natalie Furness is the founder and CEO of RevOps Automated, a technology consultancy serving international businesses to scale revenue by aligning people, processes and data systems. 

Natalie is ranked in the top 10 Revenue Operations LinkedIn thought leaders worldwide. She is president of the RevOps Research Collective and internationally recognised author of The Annual RevOps Report. 

Alongside her day job, Natalie is passionate about inspiring people to influence positive change and evokes action through her keynote speeches and seminars. 

This episode covers:   

• How to generate more revenue 
• Enriching your contacts 
• Defining key stages in customer journeys and lifecycles 
• Tracking customer journeys using CRM 
• Data hygiene and strategies to cleanse data correctly 
• What to consider when choosing platforms, tools, and software for your business 
• Integrating platforms 
• Turning marketing-qualified leads into sales-qualified leads 
• Demographics and firmographics
• How to segment your data 
• Intent markers 

Links & references:

Katie Street: https://www.linkedin.com/in/katiestreet/

Natalie Furness: https://www.linkedin.com/in/nataliefurness/

RevOps Automated: https://www.revopsautomated.com/ 

HubSpot: https://www.hubspot.com/ 

Get in touch: hello@street.agency

Katie Street
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Street Agency
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/

In this episode of Revenue Today, host Jared Robin interviews Jillian Bejtlich, Head of Community at Calendly, debunks the myth that community can only live at the top of the funnel. She emphasizes the importance of community in the adoption and advocacy phases of the customer lifecycle, where cost savings and organic growth can occur. Jillian explains that the community should be aligned with both the organizational and customer needs to be successful. She also highlights the importance of listening and understanding the customer perspective when starting a community. Jillian shares her approach to resetting expectations and aligning community goals with the overall business strategy.

KEY TAKEAWAYS

• Community is not just for awareness and acquisition; it can have a significant impact on adoption and advocacy.
• Advocates are crucial for building a community; they can bring in their networks and help grow the community organically.
• To set up a community, start by finding your advocates and building meaningful relationships with them.
• Swag and gamification are not always effective motivators for community members; understanding their intrinsic and extrinsic motivators is key.
• ROI measurement for a community depends on the type of community and the available data, but NPS and attribution can be useful metrics.

QUOTES

• "Community is so much more than just awareness and acquisition. It can save you money and provide free advertising." - Jillian Bejtlich
• "If you start a community and it's not perfectly aligned between the organizational needs and the customer needs, you're not going to get to those last two phases of the customer lifecycle." - Jillian Bejtlich
• "Advocates are the people who will help you grow your community and bring in their friends and networks." - Jillian Bejtlich
• "Community is for conversation, collaboration, and connection. It's about giving people something they can't get anywhere else." - Jillian Bejtlich
• "Understanding churn metrics can help you proactively influence customer behavior and improve retention." - Jillian Bejtlich

Connect with Jillian in the link below:

• LinkedIn: https://www.linkedin.com/in/jillianbejtlich/

Ways to tune in:

• Amazon Music: https://music.amazon.com/podcasts/40b665df-1a4f-455a-a514-ef599fd1a106
• Apple Podcast: https://podcasts.apple.com/us/podcast/revenue-today/id1626063261
• Spotify: https://open.spotify.com/show/38z3wZIAcpoAYF5LQ65xON
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly93d3cucmV2ZW51ZXRvZGF5LmxpdmUvZmVlZC54bWw
• YouTube: https://youtu.be/6KEho9RSaHs

In this session of Hot Takes Live by Breadcrumbs, Ian Shields, the Director of Marketing Ops Demand Generation at EcoVadis, emphasizes the importance of focusing on three key metrics to simplify and streamline business operations. Ian shares a quote by Steven Levitt, an economist and co-author of a book on economics, highlighting the need to make things less complicated. Additionally, he introduces a framework for customer lifecycle and campaign engagement to bring alignment and improve efficiency in the go-to-market strategy. The session emphasizes the storytelling element in data presentation to inspire action across stakeholders. The importance of branding and reputation is discussed, acknowledging their intangible yet significant impact on business success. Armando and Ian also mention the need to consider dimensions like product line, geography, and acquisition source when analyzing core numbers.

HIGHLIGHT QUOTES

Simplify and Align with Three Key Metrics - Ian: “When you focus on these three key metrics, it helps make the world less complicated. I love this quote by Steven Levitt, economist and co-author of the book for economics: 'simplify, make things less complicated with these three key metrics.”

The Power of Storytelling in Data Presentation and Action-Driven Insights - Ian: “Absolutely. Storytelling element is essential to not just explore the data, but to inspire action across all stakeholders. People won't necessarily remember the numbers as you present them, but if you can bring in a story element, they'll remember that, and that will inspire them.”

You can find out more about Ian in the link below: 

LinkedIn: https://www.linkedin.com/in/iancshields/

Carol Hamilton, CCO, Provenir AI

Financial fraud and risk vectors are constantly evolving. Accessing real-time data and applying it to the latest defensive measures in a fully automated fashion makes AI fit for the fight. Current solutions can automate this process, but deployment is not without its problems. What’s needed is a new approach to improve the speed and accuracy of fraud decisions without producing large volumes of false positives. Robin Amlôt of IBS Intelligence speaks to Carol Hamilton, CCO of Provenir AI.

ALL ROADS LEAD TO CUSTOMER EXPERIENCE

Duane Dufault is back with this very important message.

Duane explains that understanding the customer lifecycle is the key to putting product, sales, and marketing, all on the same page. So tune in today and understand why with Duane in this latest episode of Sales Transformation.

Want to book more meetings and close more deals? Start selling the way your buyers want to buy with Humantic AI! 

Stop sending boring sales e-mails and start sending personalized GIFs and Memes with VIDU.io!

TRANSFORMING MOMENTS

• Product, sales, and marketing, all on the same page
• Product is right in the middle of it all
• Understand and breakdown your entire customer lifecycle

“You just have to understand that all roads lead to customer experience, if you're not building an amazing product customer is going to churn.”   - DUANE: It’s the customer that matters, not the department

Connect with Duane

Duane Dufault | SellingSaaS | DuaneDufault.com

Connect with Collin

LinkedIn | YouTube | Newsletter | Twitter | IG | TikTok

ALL ROADS LEAD TO CUSTOMER EXPERIENCE

Duane Dufault is back with this very important message.

Duane explains that understanding the customer lifecycle is the key to putting product, sales, and marketing, all on the same page. So tune in today and understand why with Duane in this latest episode of Sales Transformation.

Want to book more meetings and close more deals? Start selling the way your buyers want to buy with Humantic AI! 

Stop sending boring sales e-mails and start sending personalized GIFs and Memes with VIDU.io!

TRANSFORMING MOMENTS

• Product, sales, and marketing, all on the same page
• Product is right in the middle of it all
• Understand and breakdown your entire customer lifecycle

“You just have to understand that all roads lead to customer experience, if you're not building an amazing product customer is going to churn.”   - DUANE: It’s the customer that matters, not the department

Connect with Duane

Duane Dufault | SellingSaaS | DuaneDufault.com

Connect with Collin

LinkedIn | YouTube | Newsletter | Twitter | IG | TikTok

Craig Rosenberg has worked with hundreds, if not thousands of B2B SaaS companies as the co-founder of TOPO, Distinguished analyst at Gartner, and now as Chief Platform Officer at Scale Venture Partners.

Across Craig's roles, he was able to take an expensive view across each stage of a SaaS company's growth including strategy, people, process, technology, tactics, and over time METRICS!

Craig highlighted that the best companies in the world were/are "metrics" driven, and as Craig started to work with larger, enterprise-class companies beyond SaaS being "metrics and data" driven was even more critical to decision-making.

"End to End" Customer Journey is an often discussed subject, but what is it really? Craig's perspective is most customer journey mapping is too generic and needs to be very focused on how the customer buys starting with using third-party internet activity to marketing interactions to Sales Development to Sales and then ending at "Closed-Won". Going beyond Closed-Won to include customer engagement, retention, and expansion,

Going beyond mapping and understanding the entire customer journey including acquisition, retention, and expansion, companies need to "SEGMENT" the metrics by customer cohort, such as SMB vs Mid-Market vs Enterprise. Another view should be based upon "HOW" the prospect/customer came into the customer lifecycle process, such as lead source and/or lead channel.

When I asked "who" in a company should map the customer lifecycle, Craig's response was quite pragmatic: "whoever is best at mapping the customer lifecycle in your company". Craig added that Revenue Operations is a perfect organization to take the lead on customer journey mapping, and building a "coalition" across Marketing, Sales, and Customer Success. An important caveat is that without the support and involvement of the CEO it becomes less significant and strategic.

Another topic we discussed, was if a company should involve customers in the "journey mapping" process. Craig said of course, but you only need to include a few customers in the process as talking with more than 10 customers will provide diminishing returns.

Next, I asked Craig about what metrics are priorities to measure the efficiency of the customer lifecycle across acquisition, retention, and expansion. Craig started with the Four Vital Signs Framework to track in a SaaS company:

- Growth
- Efficiency
- Churn
- Burn

Next, we discussed if any of the Vital Signs are more important at each stage of a company's evolution. Craig's first recommendation was to instrument and begin capturing metrics for all four vital signs early in the journey. Certain metrics like churn/Customer Retention will become more important as a company grows beyond the first and second renewal cycles, but identifying and instrumenting for metrics should begin earlier than most companies believe are required.

No matter what stage of growth your SaaS company is currently in, this discussion with Craig Rosenberg provides many interesting, insightful perspectives on the importance and priority of metrics across the customer lifecycle.

31 - Every new customer goes through a journey called a customer lifecycle. Your job is to anticipate different stages of your customer's journey and address them as organically as possible with appropriate emails.

In this week’s episode, our hosts Vira and Alissa cover how to use automations as natural touch points to lead your customer through their lifecycle resulting in more (and faster) sales for you. Tune in here: http://flowium.co/podcast31

Did you enjoy this episode? If so, please leave a short review and we will send you a Flowium gift.

Sie haben ein Produkt oder eine Dienstleistung aus dem B2B Bereich? Dann sieht Ihre Marketing Strategie anders aus als bei B2C Unternehmen. Worauf Sie bei Ihrer Video Marketing Strategie achten müssen, hören Sie hier in diesem Blogcast.

Jetzt ganzen Blogcast anhören »

Where B2C brands are based on emotion and driven by advertising, B2B brands are built on rational, functional attributes that add value. B2B customers develop brand loyalty based on analytics and factors like:

• Quality of assortment
• Staff knowledge
• Support
• Customer service
• Reliability
• Delivery speed

To determine if you’re stuck in a holding pattern, first look at the characteristics of your average transactions with customers:

• Do they only buy a small number of product categories?
• Do they buy big products from you but not their accessories?
• Do they buy infrequently?

Next, look more closely at your customer research. It’s easy to be fooled into thinking customers know what you offer and you’re capturing as much as you can from them when customers think they’re bigger than they are. They’re buying everything they can within the paradigm of what they think you sell. Your customers may love you, but again, when you look at the numbers, they’re probably buying a small number of product categories or infrequently.

You must get customers’ attention if you want out of the brand graveyard. Strategize to put your products in front of customers in bold ways that break the mold of what they think they know about your brand.

In this episode, Leon Papkoff gives us insight into how he became a strategist and thought leader for Executive Briefing programs and discusses his outlook on customer experience, how to incorporate “CX” into briefing programs and why it matters.

Episode Highlights: 

• Taking cues from other industries (like hospitality and retail) can help you incorporate a ‘white glove’ approach. 
• Customer journey mapping needs to incorporate core objectives, points of success, and desired outcomes.
• Touchpoints, physical or digital, should be factored into the customer journey map, as well as feelings and sentiment. 
• Personas are the key building blocks for mapping to the right audience. 
• Incorporating technology into your program should be balanced with the experience itself.
• Creating natural white spaces that are marketing free is a building trend in physical customer experience build-outs.

Guest Thought Leader:

Leon Papkoff
Chief Strategist, The CXApp

As Founder and Chief Strategist for the CXApp, I bring over 20 years of experience working with Fortune 500 companies to build programs that deliver personalized, interactive experiences to improve business operations. I believe in developing strategic initiatives for a future rooted in mobile-first experiences that connect people with each other as well as physical spaces and things (IoT) within their day to day environments.