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
