Jason M. LemkinCEO, SaaStr · Co-Founder of SaaStr AI, SaaStr Fund, Adobe Sign

Unearthing the Marketing Breakpoint: Retaining Customers and Fostering Brand Loyalty Mailchimp's CEP

25 Nov 2023 · 1 min

Watch on YouTube

0:40

Short excerpt from a YouTube conversation (uploaded Nov 25, 2023 by Jason M. Lemkin) about the "marketing breakpoint": the moment when hiring a VP of Marketing changes product/brand expectations. Speakers discuss brand adjacency ("your brand lies next to my microwave oven"), cultural shifts required to retain customers, recognizing red flags when customers prefer other core apps or admins, and learning that previously letting mismatched customers go was causing customer harm.

Are we next to Nike? And I remember one, one marketer told me, no, your brand lies next to my microwave oven. It's been a long journey.
We talked about this break point when marketing comes in, when a VP of marketing comes in and whether you want to retain them always.
It's tough. It's tough. It kind of requires a different culture and we used to get very comfortable saying, well if we're not right for you, then sorry, you'll have to find a new provider. And then we learned that we were letting a lot of customers down.
Does they, do they want to use their chip to.
Stay with their favorite.
App when a VP maybes use something else.
Right. That was our red flag.
Another admin, another core use. That's what I want to talk about just for a minute. That that hurts us all as founders.
Right.
I don't think you banged your shoe on the desk and said we're not going to lose another massive customer. Did you.