How Appear.in reduced churn in half through user research
In the product-led era, products become our main marketing channel. The bar is set too high for a new product that needs to do the job that is hired for effectively and in an efficient manner. Under these circumstances, businesses just don't have the luxury not to speak with their customers any more. Whereby (former Appear.in) is one of the businesses that do so. In this interview with Sean Percival, CMO at Whereby and former partner at 500startups and Vice President of Marketing at Myspace explains how he and his team, managed to reduce churn in half through user research and experimentation. Key takeaways: - How to get user feedback that will lead to successful experiments - How to structure the whole process from 0 to 1 - How to create an experiment-driven culture internally The interviewee: Sean has 12+ years of online marketing experience in both large companies and startups. The interviewer: Aggelos Mouzakitis is the founder of Growth Sandwich. He created Growth Sandwich, back in 2017 with a sole vision: to help promising early-stage teams get their products to market in a solid manner. He has worked or trained more than 500 marketers and founders on how to get to the market with the right mix of tactics and a product that drives engagement and happiness. About Growth Sandwich: Growth Sandwich is the first European Product-led Go-to-Market Strategy agency. We specialise in helping SaaS products and businesses that operate in the subscription economy. Our approach is 100% customer-centric and we help post-Product/Market fit companies establish a repeatable selling motion and recurring revenues.