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Panel: How to Make the Most of the Customers You Already Have (Retention Is the New Acquisition)

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Wintha Kelati
Head of Engagement, Subscriptions at Lyft
+ 3 speakers
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Panel: How to Make the Most of the Customers You Already Have (Retention Is the New Acquisition)
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About the talk

The secret to growth is a resource you already have: your current customers.

Increasing MRR starts from the very first interaction with your brand and continues all the way through the lifecycle. You need a strategy to extend the lifetime value of their customers, but precious revenue can leak out of your business if you double down on the wrong practices.

Join industry experts from Lyft, RasieMe, Sparkpost, and Brightback to discuss:

  • How they’re driving meaningful growth through retention

  • The right KPIs to measure success

  • Establishing a churn goal and key tactics that work

  • How they’ve successfully made changes based on customer feedback and exit surveys

00:03 Introduction

03:12 Key learnings that helped to be successful

05:08 The right time to focus on retention and most impactful KPIs

08:30 Level 2 & 3 metrics in North Star

10:45 How to map out your first 90 days in a company?

14:18 An example of a quick success

19:02 Benchmark numbers helpful for retention leaders

21:15 Tactics to make direct connections

22:50 Who should own retention within a company?

24:14 What can B2B marketers learn from growth marketing?

25:06 Marketing technology trends in 2020

About speakers

Wintha Kelati
Head of Engagement, Subscriptions at Lyft
Brittany Bingham
VP Growth & Marketing at RaiseMe
Philippe Chetrit
Director of Self Serve at SparkPost
Guy Marion
CEO at Brightback

Wintha is a growth marketer with a background in both B2B and B2C marketing. Throughout the past three years at Lyft she's leveraged her skills of deep user empathy and technical knowledge in order to craft a user-centric marketing and growth strategy. Currently, she leads the growth marketing team focused on growing Lyft's core rider products, including subscriptions.

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Brittany's background has largely been focused on growing and scaling SaaS businesses via testing and marketing channels, along with building growth-oriented teams. After several years at SurveyMonkey, most recently as Sr. Director of Growth Marketing overseeing lifecycle marketing across all of their business units, she joined RaiseMe as VP of Marketing & Growth. RaiseMe is a mission-driven EdTech startup focused on college readiness that gives students of all backgrounds the ability to earn scholarships from colleges in increments for academic and extracurricular achievements as early as the 9th grade. They’ve enabled 2 million students - and growing - on their way to realizing their college ambitions, and partner with nearly 300 universities. Brittany also advises startups, speaks at industry conferences, and teaches in growth programs in the Bay Area, California.

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Philippe loves building and growing great products into greater companies. Before joining SparkPost as the Director of Self Serve, Philippe built out Territory Food's growth team and practice, doubling revenues in his first 12 months. As VP Product and Growth, he helped launch, grow and sell SocialRadar (sold to Verizon/Mapquest in 2016). And he has been involved with growing several consumer startups over the last 10 years. He currently serves on the Washington DC Mayor's Innovation and Technology Inclusion Council and is an investor with NextGen Angels.

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I am a revenue-focused SaaS leader with hands-on experience growing ARR from $0M - $150M. Areas of expertise include marketing, product, growth, and sales functions in marketing automation & attribution, CRM, marketing technology, customer service, open source software, and dev tools. I love making Enterprise software accessible to broad horizontal markets, and am an environmentalist interested in tackling global challenges.

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Good afternoon, everybody and uh. 00:04 Excited to have a new session here with you and post coffee buzz hope everyone enjoyed it out there. 00:04 My name is Guy Marion and I'll be hosting this panel. 00:14 We are taking a new approach in a different take. 00:14 Why retention is the new acquisition? 00:19 And this really speaks to the fact that. 00:22 As the industry is expanded the subscription economies grown as. 00:24

Acquisition channels are really saturated we're now in a stage where there's new opportunities to grow lifetime value. 00:29 And we have 3 experts here today 00:35 Who are going to share some of their insights from. 00:37 A range of subscription SaaS based businesses so first of all show up with Philippe. 00:39 Philippe loves customers and customer journeys and Analytics. 00:44 He's the director of growth. 00:47 Of self service at spark post the email platform provider. 00:48

Before that, he built out territory foods growth team and practice where he doubled revenues in 12 months prior to that was VP of growth. 00:53 And product at social radar, 01:01 which he helped launch grow and eventually sell to Verizon and MapQuest in 2016. 01:03 And lives in DC where he's part of the mayors innovation and Technology Inclusion Council. 01:08 He's also a customer of our company right back so. 01:13

Glad to have him here, 01:16 so welcome thanks, Secondly, Wintha. 01:18 Wintha 01:18 Kelati is the head of engagement for subscriptions at Lyft. 01:22 With this growth market with a background both B2B and B2C and is currently heading retention for subscriptions that Lyft. 01:27

Over the last 3 years, 01:35 she's leveraged their skills deeply focused around user empathy and technical knowledge in order to drive a user centric marketing and growth strategy at Lyft 01:36 So welcome thank you. 01:45 And then Lastly we've Brittany Bingham, 01:45 who is the VP of growth and marketing at Rays. 01:49 May I feel like I also have to do the wave. 01:51 Way back so Brittany is no stranger to growth marketing conferences has presented regularly in the past, 01:53

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Wintha Kelati
Brittany Bingham
Philippe Chetrit
Guy Marion