In this episode, Megan Cohen, Growth Marketing Manager at IFTTT shares her journey from immersive art marketing to tech. She talks about using AI and video content to boost engagement, and the importance of focusing on key metrics like the AARRR Pirate Metrics. Megan delves into how IFTTT leveraged segmentation to monetize its large user base, with a surprising campaign success in Brazil. She also highlights the shift towards catering to 'enterprises of one,' like solopreneurs, and discusses the nuances of marketing across different platforms and countries.

Read more in the article - From segmentation to setting the right metrics: Tips on growing your user base from IFTTT's Megan Cohen.

Episode Highlights

• Megan's background in immersive art and its impact on her tech marketing approach.
• The role of AI and video in marketing.
• Application of AARRR Pirate Metrics in SaaS.
• Segmenting IFTTT's user base for monetization.
• The effectiveness of a targeted campaign in Brazil.
• Focusing on the 'enterprise of one' market segment.
• Marketing strategies across platforms and geographic locations.

More about Megan

Megan Cohen is a seasoned Growth Marketing Manager at IFTTT. She's an expert in analytics, paid media, and campaign optimization, where she has led initiatives that consistently deliver positive ROI. Megan is passionate about turning data into actionable strategies for growth, blending analytical rigor with creative marketing solutions. Her work emphasizes data-driven decision-making, aiming to produce engaging and effective marketing outcomes. For more insights into her marketing approach and achievements, connect with Megan on LinkedIn.

Megan’s Links

Megan's LinkedIn profile
IFTTT

Timestamps:

[00:01:26.230] - Transitioning from Immersive Art to Growth Marketing: A Strategic Shift.

[00:02:33.170] - Introduction to AARRR Metrics: A Deep Dive into SaaS Marketing Techniques.

[00:03:44.860] - Monetizing IFTTT's Large User Base: Strategic Segmentation Approaches.

[00:04:32.820] - Custom Landing Pages in App Stores: Evaluating Their Success and Strategies.

[00:05:54.080] - Strategies for Converting Web Users to Mobile App Users.

[00:07:26.430] - Navigating the Shift to B2B: Targeting 'Enterprise of One' with IFTTT.

[00:09:30.620] - Addressing Marketing Challenges: New Approaches for 'Enterprise of One'.

[00:11:49.720] - Adjusting to Mobile App Tracking Changes: Strategies and Insights.

[00:14:35.140] - The Role of iOS Shortcuts: Competition and Cooperation with IFTTT.

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

Felix takes us through his creation of Fastlane, which began as a college project to solve his own frustrations with app deployment and grew into a major tool used by developers worldwide, eventually being acquired by Twitter and Google. He also introduces us to ContextSDK, his latest venture designed to make apps smarter by understanding the user's context. Felix offers a peek behind the curtain at the differing work cultures of Twitter and Google, shares his insights on the changing landscape of the European tech scene, and discusses the shift towards remote work. Additionally, Felix speaks on the importance of security, privacy, and putting the user first in app development.

For noteworthy quotes and key takeaways from the episode, read the article -
Inside the tech evolution: Insights from Fastlane and ContextSDK founder Felix Krause

Episode Topics at a Glance

• The origins and impact of Fastlane
• Transitioning from developer tools to context-aware technologies with ContextSDK
• Security, privacy, and enhanced user engagement
• Insights into corporate cultures at Twitter and Google
• The evolution of the European tech ecosystem and remote work trends
• Felix's personal journey and contributions to the tech community

More about Felix

Felix Krause is known for his significant contributions to the mobile development community, notably as the creator of Fastlane and ContextSDK. His work on Fastlane led to acquisitions by Twitter and then Google, highlighting the impact of his innovations in streamlining app deployment processes. Besides his developmental achievements, Felix is an active security and privacy researcher, offering his insights through talks and as the author of "iOS-Factor." For those interested in a more personal look at his life, Felix maintains howisFelix.today, a website that showcases a quantified view of his daily activities and experiences.

Felix’s Links

Felix’s Linkedin profile

ContextSDK website

howisFelix.today

Timestamps

[00:01:19.700] - Fastlane: From University Project to Big Success

[00:06:22.940] - Introduction to ContextSDK

[00:09:41.990] - Use Cases for ContextSDK

[00:13:26.900] - Initial Success with ContextSDK

[00:16:54.770] - Privacy and Data Processing in ContextSDK

[00:19:22.650] - Potential User Concerns about ContextSDK

[00:22:10.550] - Importance of Lightweight SDKs

[00:24:51.400] - Exploring Felix Krause's Websites

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr

All about scaling an app by leveraging both web and app subscriptions!

In this exciting episode, we chat with Yeva Koldovska, the product manager at Headway, the world's most downloaded book summary app with over 18 million downloads.

Yeva shares valuable insights into Headway's journey and its strategic decision to offer web and in-app subscriptions.

Listen to the episode to uncover the profound impact of subscription variations on revenue and audience diversification, along with the behavioral differences and revenue advantages of web subscriptions.

For noteworthy quotes and key takeaways from the episode, read the article - Unlocking growth and diversification: the power of web and in-app subscriptions with Yeva Koldovska (Headway)

Episode Topics at a Glance

• Headway and its growth
• Offering subscriptions through web and in-app channels
• Reasons for including web subscriptions and diversifying revenue streams
• Impact of privacy updates on user tracking and attribution quality
• Differences in user behavior and preferences between web and app subscribers
• Higher lifetime value (LTV) of web subscribers compared to app subscribers
• Advantages of the web funnel

More about Yeva

Yeva Koldovska is a Product Manager at Headway, a company specializing in subscription-based services. With her expertise in product management, Yeva plays a crucial role in overseeing the development and enhancement of Headway's subscription offerings. She brings a wealth of knowledge and experience to the table, enabling her to effectively identify and address the needs of Headway's diverse user base. Yeva is known for her strategic thinking, analytical skills, and ability to collaborate with cross-functional teams to drive product success.

Yeva’s Links

Yeva’s Linkedin profile

Headway website

Nibble website

Timestamps

[00:00:37]: Growth of Headway
[00:01:04]: Discussion about Headway's global team
[00:01:21]: Headway's book summary app and Nibble
[00:02:09]: Why offer subscriptions through both web and in-app
[00:03:51]: The impact of iOS 14.5 privacy updates on Headway's strategy
[00:05:14]: Differences in user behavior between web and app subscriptions
[00:07:00]: Benefits of web subscriptions in terms of user commitment and retention
[00:08:27]: Targeting different audiences with web and app subscriptions
[00:09:54]: User behavior and content preferences on web subscriptions

Episode production by Mobdesign: https://podcasts.mobdesignapps.fr