AI and automation challenge human engagement in marketing, impacting trust and future interactions.
Marketers need innovative strategies to combat scams and build trust with their audience.
Engagement metrics offer insights into marketing effectiveness and customer interest, particularly in complex sales cycles.
Deep dives
Engagement Strategies for Product Retention
Stopping all product emails for customers whose credit card expiry date was further out than the contract renewal date led to decreased churn rate. Testing and understanding the timing of communication with churned customers can influence their decision to return.
Growth Strategies for B2B SaaS
Leveraging marketing automation and data-driven decision-making in B2B SaaS startups can amplify growth. Focusing on market penetration and identifying potential prospect engagement can drive success.
Customer Insights through Engagement Metrics
Utilizing insights from engagement metrics to understand customer behavior and preferences is crucial for product development. Integrating NPS feedback and churn prediction models can enhance customer retention strategies.
Personalized Communication for Customer Recovery
Sending personalized emails from company leaders to churned customers and collecting feedback can aid in understanding the reasons for churn. Tailoring interactions post-churn based on customer responses can improve re-engagement.
Balancing Automated Outreach and Human Touch
Balancing automated outreach with human touch can enhance customer relationships. Initiating communication based on customer interaction patterns and maintaining a personalized approach post-churn play a crucial role in customer retention.
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
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