Description

#354 | Sue (Head of Lifecycle Marketing, Monarch Money), Jonathan (VP of Marketing, Seamless.AI), and Naomi (Senior Product Marketing Manager, Customer.io) join Dan for a live Exit Five session on customer marketing. Sue breaks down how Monarch discovered that the best time to promote their referral program was during trial and the data behind a 64% lift in referral shares and half a million dollars in incremental ARR. Jonathan shares how Seamless.AI stopped treating customer engagement like a campaign and built a full 365-day behavioral program, including an AI chatbot that deflected 55% of support tickets and live trainings that flattened their churn curve. Then Naomi walks through how she uses plain-text emails asking for replies to close the feedback loop on new features and shape the product roadmap.

Timestamps

• (00:00) - - Intro
• (07:49) - - Sue: Why the best time to promote a referral program is during trial, not after
• (10:49) - - The results: 64% lift in referral shares and $500K in incremental ARR
• (17:49) - - Sue's background: 16 years in lifecycle marketing from online dating to Calm to Monarch
• (20:49) - - Jonathan: Stopping treating customer engagement like a campaign
• (26:49) - - Building a 365-day behavioral multi-channel customer engagement program
• (27:49) - - The AI chatbot that deflected 55% of support tickets
• (37:35) - - Live customer training 4x a week and how it flattened the churn curve
• (42:35) - - Growth plays for NRR: marketing to users inside existing accounts
• (44:35) - - Jonathan's results: 24% decrease in cancellations year over year
• (45:35) - - Naomi: Using lifecycle marketing to close the product feedback loop
• (51:35) - - The MCP server onboarding flow and why she asks for replies instead of clicks
• (58:35) - - Using beta email campaigns to shape the product roadmap
• (01:01:35) - - Live Q&A

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Brought to you by:

Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. 

Vector- A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn more at vector.co, and get their new MCP server by clicking here. 

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

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