#23: Allison Bryant - Senior Lifecycle Manager at 10 percent Happier: Scaling up from a 1-person CRM team - experiences with prioritisation, setting expectations and proving impact.

Summary In this episode, I interview Allison Bryant, a senior lifecycle marketer at 10 percent Happier. Allison shares her experience of starting a team from scratch and building marketing infrastructure for the company's growth. She emphasizes the importance of understanding the customer journey and collaborating with other teams. Allison also discusses the role of CRM as a force multiplier and the need for prioritization in driving impactful initiatives. In this conversation, Allison discusses various strategies and tactics for increasing engagement and preventing churn in a meditation app. She shares insights on the power of re-engagement campaigns, the effectiveness of rerunning challenges, and the importance of repetition in messaging. Allison also explores the use of AI and LLMs for copywriting and highlights the proactive approach to churn prevention. She emphasizes the strategic role of lifecycle marketing in driving LTV growth and offers advice for founders and teams looking to optimize their CRM efforts. Takeaways Starting a team from scratch requires understanding the customer journey and collaborating with other teams. CRM is a force multiplier that can significantly impact growth and retention. Prioritization is crucial in maximizing the impact of CRM initiatives. User insights are key in driving impactful initiatives and optimizing the customer journey. Reengagement campaigns can be highly effective in increasing engagement and preventing churn. Rerunning challenges and courses can provide valuable re-engagement opportunities for users. Repetition is key in messaging, as people often need to hear things multiple times in different ways to break through. AI and LLMs can be powerful tools for copywriting and personalization in CRM efforts. Proactive churn prevention strategies, such as re-engagement campaigns before renewal, can significantly impact retention. Lifecycle marketing plays a strategic role in increasing LTV and should be seen as a partner in growth. Chapters 00:00 Introduction and Background 02:13 Transition to CRM Role04:56Starting the CRM Role at 10% Happier 07:34 Mapping the Customer Journey09:14Collaboration with Other Teams 13:03 CRM as a Force Multiplier 19:04 Importance of Prioritization 24:40 Evolution of Priorities and Skills 30:55 Using User Insights for Impactful Initiatives 33:59 Discovering the Power of Reengagement 36:10 Rerunning Challenges for Engagement and Revenue 40:12 The Importance of Repetition in Messaging 43:53 Using AI and LLMs for Copywriting 52:15 Proactive Churn Prevention 59:02 Preventing Churn with Reengagement Campaigns 01:06:03 The Strategic Role of Lifecycle Marketing