• PRODUCTEA with Leah, Growth & Senior Leadership

  • By: Leah Tharin
  • Podcast

PRODUCTEA with Leah, Growth & Senior Leadership  By  cover art

PRODUCTEA with Leah, Growth & Senior Leadership

By: Leah Tharin
  • Summary

  • Honest, unfiltered conversations with the best from tech - spilling the tea about product, growth, and senior leadership topics.

    www.leahtharin.com

    © 2024 PRODUCTEA with Leah, Growth & Senior Leadership
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Episodes
  • 65: Guillaume "G" Cabane - The Future of Marketing in an AI-Dominated Landscape
    Jul 7 2024

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    Summary

    Guillaume Cabane and I discuss the future of marketing and the role of humans in a landscape dominated by AI and automation. We’re talking about what does drive marketing and sales teams, and how their future will look like.

    The conversation touches on topics such as product-led growth, market penetration, and the role of content marketing in engaging target audiences.

    The conversation touches on the use of automation and human interaction in customer reactivation, as well as the ethical considerations of growth marketing. They conclude with insights on understanding churn and implementing effective re-engagement campaigns.

    Takeaways

    The role of humans in marketing is being challenged by AI and automation, raising questions about the future of engagement and trust.

    Sophisticated scams and phishing techniques require marketers to find new ways to build trust with their audience.

    Engagement and consumption metrics provide valuable insights into the effectiveness of marketing efforts and the level of interest from potential customers. Long sales cycles and complex products require a different approach to customer activation.

    The NPS metric can be valuable for gathering feedback and identifying churn reasons, but it should be used in conjunction with other data sources.

    Sound Bites

    "Marketing generally has an incentive to over-promise, because that is what brings the people in."

    "Why hand over to a human, which is a risk of failure at this point? Just automate the touch."

    Chapters

    07:31 Building Trust in the Face of Sophisticated Scams

    13:13 Aligning Incentives and Metrics for Long-Term Customer Success

    27:29 Measuring Engagement and Consumption for Effective Marketing

    28:54 Customer Activation and Long Sales Cycles

    31:22 The Importance of Customer Data and Tools

    34:43 Automation vs. Human Interaction

    39:18 Understanding Churn and Reactivation

    49:18 The Limitations of NPS and Rebates

    52:07 Timing and Strategies for Customer Reactivation


    My Blog / Newsletter: www.leahtharin.com
    Linkedin: https://www.linkedin.com/in/leahtharin/
    Twitter: https://twitter.com/LeahThar

    #productledgrowth

    Join me on Maven on the 8th of July for the next PLG for B2B cohort and learn with others what PLG is and how we think about.

    Leah on Linkedin / Twitter / Youtube

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    59 mins
  • 64: Kristen Berman - Behavioral science and product growth
    Jun 30 2024

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    Summary

    Kristen Berman, the Co-Founder of Irrational Labs discusses with me the psychology behind decision-making, the importance of understanding human behavior in product design, and the limitations of traditional research methods.

    We are exploring the challenges of balancing friction and value in user experiences, the role of context in shaping behavior, and the need to focus on the first day of user onboarding. The concept of getting customers out of their status quo and the various strategies to achieve this, such as offering immediate benefits or making the onboarding process easier.


    Takeaways
    Traditional research methods, such as interviews, may not accurately predict future behavior.

    The environment and user experience can significantly impact user behavior.

    The first day of user onboarding is crucial for capturing user attention and driving engagement.

    Context and reference points play a significant role in determining pricing and creating value for customers.


    Sound Bites


    "The psychology of not wanting to be cheated or feel like it's unfair can be pretty universal."

    "Your job as a product person is to get me out of my status quo."

    "Try to set your team up to do experiments. Starting higher is better because you can always come down if you start lower."


    Chapters

    00:00 The Psychology of Decision-Making and Product Growth

    09:00 The Limitations of Traditional Research Methods

    21:02 The Importance of the First Day of User Onboarding

    24:16 Understanding the Context and Mindset of Users

    27:06 Getting Customers Out of Their Status Quo

    35:34 The Importance of Experimentation and Research in Pricing

    43:28 Context and Reference Points in Pricing and Value Creation

    My Blog / Newsletter: www.leahtharin.com
    Linkedin: https://www.linkedin.com/in/leahtharin/
    Twitter: https://twitter.com/LeahThar

    #productledgrowth

    Join me on Maven on the 8th of July for the next PLG for B2B cohort and learn with others what PLG is and how we think about.

    Leah on Linkedin / Twitter / Youtube

    Show more Show less
    56 mins
  • 63: Kyle Pursell - Paths into Growth with the Head of Growth Optimization at Shopify
    Jun 22 2024

    Send us a Text Message.

    Summary

    Kyle Pursell, the Head of Growth Optimization at Shopify, talks about impactful business strategies for growth.

    What is the challenge of moving upmarket, and the role of product-led growth in driving this success. And why cross-functional collaboration in growth initiatives is often undervalued.

    We also talk about the different paths to getting into growth roles and share their favorite podcasts and books.

    Takeaways

    • Building alignment and getting feedback before important meetings is never optional.
    • Cross-functional collaboration is essential for effective growth initiatives
    • Focus on maximizing user engagement in the first session to drive activation
    • Implement strategies to retain customers who are canceling, such as offering compromises
    • Consider different paths to getting into growth roles, such as starting in customer service or marketing

    Sound Bites

    • "Growth is not an overcomplicated craft. It's just identifying levers, using data to make decisions, experiment."
    • "The aim of important meetings like that are just like a rubber stamp. Everyone is aligned."
    • "Do not go into a meeting that is important to you without knowing how it ends."
    • "Drive people as far down the funnel as possible in that first session as early as possible."

    Chapters

    07:01 Understanding GMV and Leveraging Metrics

    14:28 The Power of Product-Led Growth

    28:19 Optimizing Site Speed for Engagement and Conversion

    32:10 The Importance of Cross-Functional Collaboration

    35:30 The Importance of Stakeholder Alignment in Meetings

    38:22 Maximizing User Engagement in the First Session

    39:20 Strategies for Retaining Customers Who Are Canceling

    51:34 Different Paths to Getting into Growth Roles

    01:03:49 Unwinding with Podcasts and Books Outside of Your Field

    Join me on Maven on the 8th of July for the next PLG for B2B cohort and learn with others what PLG is and how we think about.

    Leah on Linkedin / Twitter / Youtube

    Show more Show less
    1 hr and 11 mins

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