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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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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

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