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Customer Lifetime Value Strategies in B2B | Michael Migliore (News UK, TMAC)

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Manage episode 362772501 series 3468148
Content provided by Adam Wakeling. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Adam Wakeling or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Michael Migliore is a Lifetime Value (LTV) expert and was Head of Customer Value at News UK, CMO of The Modular Analytics Company (TMAC) and has worked with a number of other organisations on their LTV and growth strategies.
In today's episode:
• How Marketing and Product teams can work better together
• Fundamentals of an LTV strategy in B2B products
• How to approach pricing of a B2B product
• Ways to reduce churn and where it is positioned in LTV strategies

Michael's contact info:
• LinkedIn: https://www.linkedin.com/in/michael-migliore-75966636/

Where to find the host, Adam Wakeling:
• Twitter: https://twitter.com/adamjwakeling
• LinkedIn: https://www.linkedin.com/in/adam-wakeling-26494b35/

In this episode, we cover:
(00:00) Podcast Introduction
(01:34) Definition of a great product
(02:44) The Product and Marketing relationship
(07:04) Lifetime Value framework
(11:00) How to approach a SWOT analysis
(16:04) Pricing and price sensitive
(18:20) LTV timeframes - what is a lifetime?
(20:12) The dark art of pricing
(23:10) The right discounting approach
(27:37) Additional pricing tactics
(30:54) Marketing input into product feature development
(35:00) Marketing and product 'buddies' in a company
(35:50) Churn and LTV
(39:30) Execution tactics in tackling churn
(43:13) What metrics to track in LTV
(47:00) Application of AI in LTV
(48:45) Creative pursuits outside work

🌐 Subscribe for free on Substack
🎧 Listen on Apple Podcasts
🎧 Listen on Spotify
🌐 Follow the host on LinkedIn
🌐 Follow the host on X

  continue reading

26 episodes

Artwork
iconShare
 
Manage episode 362772501 series 3468148
Content provided by Adam Wakeling. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Adam Wakeling or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Michael Migliore is a Lifetime Value (LTV) expert and was Head of Customer Value at News UK, CMO of The Modular Analytics Company (TMAC) and has worked with a number of other organisations on their LTV and growth strategies.
In today's episode:
• How Marketing and Product teams can work better together
• Fundamentals of an LTV strategy in B2B products
• How to approach pricing of a B2B product
• Ways to reduce churn and where it is positioned in LTV strategies

Michael's contact info:
• LinkedIn: https://www.linkedin.com/in/michael-migliore-75966636/

Where to find the host, Adam Wakeling:
• Twitter: https://twitter.com/adamjwakeling
• LinkedIn: https://www.linkedin.com/in/adam-wakeling-26494b35/

In this episode, we cover:
(00:00) Podcast Introduction
(01:34) Definition of a great product
(02:44) The Product and Marketing relationship
(07:04) Lifetime Value framework
(11:00) How to approach a SWOT analysis
(16:04) Pricing and price sensitive
(18:20) LTV timeframes - what is a lifetime?
(20:12) The dark art of pricing
(23:10) The right discounting approach
(27:37) Additional pricing tactics
(30:54) Marketing input into product feature development
(35:00) Marketing and product 'buddies' in a company
(35:50) Churn and LTV
(39:30) Execution tactics in tackling churn
(43:13) What metrics to track in LTV
(47:00) Application of AI in LTV
(48:45) Creative pursuits outside work

🌐 Subscribe for free on Substack
🎧 Listen on Apple Podcasts
🎧 Listen on Spotify
🌐 Follow the host on LinkedIn
🌐 Follow the host on X

  continue reading

26 episodes

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