Ben Gibert interviews Carl-Adam Markborn, the head of CRM at Voi Technology, a micro mobility startup based in Stockholm, Sweden.
Ben and Carl discuss the challenges of engaging users through multiple channels and the declining effectiveness of email marketing, the importance of customer retention and lifecycle marketing in the digital age, the need to tailor content and segment users, and the technology stack for personalized user journeys at scale.
Topics discussed include:
- The challenges of engaging users through multiple channels and the declining effectiveness of email marketing
- The importance of customer retention and lifecycle marketing in the digital age
- Effective communication strategies for Voi’s CRM team and the role of CRM in micro-mobility startups
- Segmenting users and tailoring content for onboarding and CRM
- The technology stack for personalized user journeys at scale
- KPIs and data analysis tools Carl finds most useful
- The future of CRM marketing and exciting trends and technologies in the field
- User engagement strategies and the importance of understanding control groups and incremental lift to improve performance and customer journey
- Carl’s advice for consumer marketers, including the importance of experimentation, statistics, and research
