CHURN FM

E278 | Aligning Growth Marketing and Growth Product to Maximize Retention with Yuriy Timen

Jan 22, 2025

Yuriy Timen, an investor and advisor to companies like Airtable, discusses his journey from leading growth at Grammarly to forming high-impact product teams. He emphasizes the vital alignment between growth marketing and product for maximizing retention. The conversation dives into strategies for balancing user acquisition and retention, the significance of initial user experiences, and the pitfalls of scaling too soon. Yuriy also shares insights on fostering retention-driven growth strategies that seamlessly guide users from acquisition to activation.

43:32

Episode guests

Yuriy Timen

AI Summary

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

The initial user interaction during the first week is vital for retention, impacting up to 80% of long-term engagement results.

Integrating growth marketing and product development teams enhances communication and alignment, crucial for navigating growth initiatives effectively.

Deep dives

Maximizing Retention from the Start

The most effective strategies for minimizing churn and maximizing retention stem from actions taken during the initial user interaction, particularly within the first week of engagement. This period is crucial because it can account for up to 80% of retention results. By establishing a strong user experience early on, companies can create lasting habits around their product. Identifying the right activation event and value loop is vital in ensuring users recognize the inherent value of the product immediately.

Intro

2min

Tech Merger Dynamics and AI Opportunities

7min

Education in the AI Era

9min

Navigating Technology and Human Connection in Child Development

4min

Navigating Growth Marketing and Leadership

19min

The Shift from Growth at All Costs to Emphasizing Retention

2min

Today on the show we have Yuriy Timen, investor and advisor to companies like Airtable, Canva, and Oyster, and former Global Head of Growth & Marketing at Grammarly.

Yuriy shares his journey from leading performance marketing to building a high-impact growth product team—and why aligning these functions is crucial for retention.

We explore the challenges of balancing acquisition and retention, how to structure growth teams effectively, and why the first user session is the biggest lever for long-term retention. Yuriy also shares his perspective on when startups should truly focus on growth and how to avoid the common mistake of scaling too soon.

Tune in to learn how to break down silos, create a retention-driven growth strategy, and build a seamless user experience from acquisition to activation.

Mentioned Resources

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.