1.
EPISODE 4
Brought to you by
Retentio
MASTERCLASS Acquisition and
Retention in a
COVID-19 world

2.
Never stop communicating
Our clients are actually overly conservative in the
messaging that they send. But there’s certain things
that I am spending more money on.
Rebecca Nackson, CEO
Notable
Yes, there’s a crisis. Yes, your customers’ needs have changed. Yes, you paused for a
moment to ensure you’d say the right thing. Now… say it.
Customers’ needs may have changed. But they’re still buying.

3.
Keep building the 3Ts of
marketing: Tools, Teams, Tactics
Team, tool, and tactics… we think of it as a three-legged stool
where you need the team and you need the tactics. And those
three buckets... they have to be in cooperation with one another.
Rebecca Nackson
Having the right tool is a good start. You also need the right team, and you need to
equip them with the right tactics. Then they can all work together.

4.
Find your (new) North Star
metric to focus on
Your marketing should be based on this idea of: if I look at where
the roads fork, when I look at the users that do the thing that I want
them to do, where is that moment where they separate?
Rebecca Nackson
Things change in a crisis. Maybe your KPIs are the same. Maybe they’ve changed,
because what people are doing, where they work, how they live has changed. Facebook’s
North Star for retention was 7 friends in 10 days. What’s yours? What differentiates people
who stay versus people who go?

5.
Remember: Silos don’t work
People bringing the users in are going to say, ‘We brought all
the users in. Why can’t you hold onto them?’ The people
[doing retention] are going to say, ‘You brought us crappy users.’
Rebecca Nackson
You might have multiple teams. But they should all be working towards the
same goals: revenue and value. Different incentives for different goals for
different teams equals confusion and failure.

6.
And… you have to use the tools
We’ll ask the obvious question, ‘What is your retention today?’ And
they’ll very often say, ‘We don’t know, we just know it could be better.’
Rebecca Nackson
Having a tool and not using it kills effectiveness. You need a friendly, easy-to-use
platform that gives you the data you need to make the right decisions.
And then you need to use it.

7.
For More Insights
On Customer Retention
Subscribe to the Retention Masterclass Podcast