The best retention strategy is long-term and company-wide. This is the view of Aurélie Genet, a product marketing leader who has pioneered retention efforts and user acquisition strategies at companies like Flo Health, Skyscanner, and Trainline. In this episode, she talks with our host Peggy Anne Salz about her Growth Triangle—a simple framework for robust retention—and the importance of intellectual honesty. Aurélie encourages companies to be candid about their product, their competitors, and how they fit into the world and their industry. Most importantly, though, she reminds marketers that user empathy and context, not tricks and “get rich quick” schemes, are the foundations of a strong retention strategy.
“The Big Leap,” a video interview series featuring the most respected CMOs and executives globally, reveals the steps, strategies and stories that have allowed marketers to achieve growth through retention. The series is hosted by Peggy Anne Salz.
About CleverTap:
We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.
Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.
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CHAPTER TIMESTAMPS
00:00 - Developing user empathy
03:44 - A case study in unconventional retention strategy
07:54 - How to find your leaky business buckets
10:17 - The growth triangle framework and intellectual honesty
14:22 - Understanding user context + what realtime data matters?
16:49 - Marketing and Product teams should optimize the next best actions
22:32 - Get in touch with your customers’ desires and fears
24:46 - Shaping the problem-solving retention mindset
27:50 - How marketers can get timing right
30:31 - Aurelie's chief source of inspiration