Sep 21, 2021

Episode #16: Maximizing Subscription Revenue

The godfather of growth and two super women in growth from Stash (finance!) and Gymondo (fitness!) join co-hosts John Koetsier and Peggy Anne Salz for a seriously fun episode on maximizing subscription revenue.

(OK, the “godfather of growth” is the guy who invented the Mobile Growth Stack. But he’s still pretty awesome.)

Our guests:
– Mobile Hero Kate Palmer, Director of Growth at Stash
Jenny Schmidt, Team Lead Social & Influencer Marketing at Gymondo
Andy Carvell, Partner & Co-Founder at Phiture

We chat about getting money back from Apple, acronyms no-one knows, winning invisible Bitcoins, stuff we should know but somehow just don’t, and most importantly, of course, subscription revenue. Top tips for subscriptions. Finding good users for subscription apps. Stopping churn for subscriptions. Pricing for subscriptions. Subscribing to subscriptions (ok, I’m lying now).

Plus, there’s no less than 3 amazing jokes in this episode. The guy who made them promises that this is true. (Of course, he’s also the guy who keeps promising guests free Bitcoin.)

48 min

Sep 13, 2021

Episode #15: Origins Story, Alexey Gusev at Goodgame Studios

Welcome to Mobile Heroes Uncensored, Origin Stories. In this premiere episode, we dive into the deep, dark, and twisted crevices of Alexey Gusev’s mind. He leads growth at Goodgame Studios, and has a very interesting way of boosting conversions to paying users by as much as 30% … just by selecting the right creative. He also tells a joke (!!) plays the guitar (!!) and earns an Invisible Bitcoin by being far, far, far too nice.

27 min

Sep 8, 2021

Episode #14: Roadtrip Germany: Delivery Hero, Flixbus, Soundcloud, & Yazio

Mercedes, Oktoberfest, and mobile apps are what Germany is known for, right? Well, sort of.

In this episode of Mobile Heroes Uncensored we chat with the top growth marketers at major German mobile first or mobile centric companies: Yazio, Soundcloud, Flixbus, and Delivery Hero. Our goal: drive great cars, drink great beer, and learn what makes apps successful in Germany. And, of course, what German mobile developers make better than anyone else. (We succeed in one of those ambitions.)

Co-hosts John Koetsier and Peggy Anne Salz chat with:
– Vincenzo Serricchio, Global Head of Mobile Marketing at food ordering app Delivery Hero
– Sergio Palau, Online Marketing Manager at mobility & travel app FlixBus
– Dora Trostanetsky, Director of Growth Marketing at music & audio company SoundCloud
– Carolin Rohte, Head of Performance Marketing at nutrition & health app YAZIO

We chat about marketing superpowers, marketing kryptonite, we get their true confessions about ultimate fails, and we learn about mobile marketing in Germany: what works, what fails, and what outsiders don’t know.

58min

Aug 25, 2021

Episode #13: Sam's Club, Walmart, retail apps, fail whales and the world's best BBQ sauce

Retail isn’t easy but mobile retail has grown enormously over the past 18 months. We chat with the head of product and growth marketing at Sam’s Club, part of one of the world’s largest retailers (yep, Walmart) and a former colleague, now retail app builder. We chat BBQ, augmented reality, growth post-COVID, and the vampires of the mobile world: QR codes.

Guests:
– Drew Frost: Head of Product and Growth Marketing at Sam’s Club at Walmart
– Matt Hudson: founder of BILDIT, a mobile app e-commerce platform

As always, co-hosts John Koetsier and Peggy Anne Salz get their best tips about growth, retention, and mobile marketing strategy. We also discuss the role of mobile apps for bricks-and-mortar retailers, the most important parts of a retail app to highlight in advertising and marketing campaigns, and what is changing in mobile growth in 2021.

Lucky episode #13 … here we go.

56min

Aug 11, 2021

Episode #12: Bumble user acquisition execs on growth, data, iOS 14.5, and the crazy, insane 2020s

My growth isn’t tanking … I’m doing an incrementality test!

If you’re one of the largest dating platforms on the planet, you probably know something about growth. So Peggy and John were super-happy to chat with Bumble director of growth marketing Morry Mitrani and senior growth marketing manager Solange Baki, along with Liftoff’s director of creative, Thomas Zukowski.

We chat about the ongoing changes/challenges/impacts of COVID, the marketing data apocalypse in iOS 14.5, how Bumble uses creative for targeting and conversions, and the challenges of modern attribution and marketing measurement.

We also chat about privacy, cross-platform, and how Bumble is expanding beyond dating to friends and work colleagues … and how Bumble has pioneered the ability to delete part of an app off your phone, instead of the entire and complete app.

In addition:

Mobile news:
Facebook AMM and a lawsuit that says Google and Facebook worked together, possibly illegally.

And… mobile heroes in the news, with funding, SPACs, explosive growth, promotions, and much, much more…
Etienne de Guébriant, Gazeus Games
Kartick Narayan, founder and CEO, Kilo
Melissa Lertsmitivanta, Marketing Director at realtor.com
Kelvin Saputra, Performance Marketing Manager, Kredivo
Iain Russell, Head of Performance Marketing, Moneyhub

Plus:
Our horrible, no-good, awfully bad, somewhat wonderful joke of the week!

46min

Jul 27, 2021

Episode #11: Netflix. Gaming. Grindr. Aftermath of the IDFA. And SO. MUCH. MORE

The IDFA gave. Now it’s taking away. And what are we left with? Honestly, some degree of chaos in the mobile advertising market, with budgets fleeing iOS and stampeding Android.

But our panelists from Singular, AdColony, Liftoff, and Fyber highlight that in every apocalypse, there is a silver lining. Because smart marketers are now using contracyclical strategies to get cheap installs, steal a march, and beat the competition. And, yes, we also talk some privacy, some gaming competition for Apple Arcade and Google Play Pass.

One thing we absolutely do not do ever under any circumstances even just once is have any fun, tell any jokes, or embarrass any executives. Fingers crossed.

Our guests for this show:
– So-Eun Park, VP business operations, Fyber
– Avi Das, sales lead Americas, Liftoff
– Ron Koenigsberg, chief growth officer, Singular
– Alasdair Pressney, director of product, AdColony

1hr

Jul 15, 2021

Episode #10: The Future of Marketing Measurement with Babbel & Flexion Mobile

We have far too much fun with excellent guests talking about garbage metrics in this episode of Mobile Heroes Uncensored. Peggy and John chat with:

Sylvain Gauchet, who heads up Growth and Marketing at Babbel
Lior Barak, data strategist at Tale About Data
– Mobile Hero Bjòrn Videkull, Head of Performance Marketing at Flexion Mobile

Along the way one of your hosts starts dancing (the one who definitely shouldn’t), another one of the hosts tells jokes (OK, both of them do), and we chat about the hottest new area in dating apps, which isn’t dating at all, and how one gaming company is becoming a music label. We also dive into the future of marketing measurement, the most key metrics for mobile growth, and whether GAID/AAID will go the way of the IDFA.

And yes, due to popular demand … we have added outtakes.

1 hr 5min

Jul 2, 2021

Episode #9: Creativity, Winning, and Secrets of Game Marketing with Top Journalists

In this episode of Mobile Heroes Uncensored we get the top secrets of game marketing from Ludia Games’ Rose Agozzino, BoomHits CEO Jon Hook, and top games journalists: Dean Takahashi of GamesBeat and Dave Bradley of PocketGamer.

Along the way we find out what fictional games characters they would date.

And we invent a new game from scratch in real-time.

Also: tips for getting games journalists’ attention, when NOT to send press releases, and what you should do when top reporters are reviewing your games. We also chat some AR, marketing vs product in-game success, the most creative way to market a game, where the games industry is going, and where there are underserved markets in gaming.

1hr 6min

Jun 15, 2021

Episode #8: Segmentation & Engagement with CleverTap, Tier Mobility, and Delivery Hero

Experts from CleverTap, Tier Mobility, and Delivery Hero share insight on segmentation and engagement while hosts Peggy Anne Salz and John Koetsier dish on mobile news, mobile heroes, and … some very critical back-to-office protocol to utterly ignore as some companies start re-opening.
Who’s in episode 8 of Mobile Heroes Uncensored?

– Timothy Lange, head of CRM at Tier Mobility
– Marco Esposito, former Liftoff Mobile Hero and just out of Delivery Hero
– Dave Dabbah, chief marketing officer at CleverTap
– Simone Wong, CRM manager at Tier Mobility

They dish on engagement strategies and their top tips for user segmentation while also answering what they would do as the Queen of All Mobile or the Undisputed Heavyweight Champion of iOS and … you get the point.

1hr 14min

Jun 2, 2021

Episode #7: Agencies & Mobile Advertising

In this episode of Mobile Heroes Uncensored we learn what happened to the 3-martini lunch, why the Madmen aren’t in jail, and how to get your way in client meetings by being a powerlifter.

Peggy & John chat with Nadine Santana, Account Manager at Camelot, Bridget Hall, Director of Planning at M&C Saatchi Performance, and Liz Emery, Senior Director, Mobile + Ad Tech Solutions, Tinuiti. This all-female power panel shares the role agencies can play in mobile growth … and how agencies are adapting to stay relevant in the 2020s.

55 min

May 18, 2021

Episode #6: Playable Ads and Insider Tips on Getting Free Ad Campaigns

In this episode, Yoda tells us why playable ads are driving innovation and growth. Or it might be one of our freakishly awesome guests who are competing for some of Peggy’s Bitcoin. We chat with Akseli Virtanen of Traplight Games, Lomit Patel from IMVU, Tyler Black from Hyper Hippo, and Alexandra Vornle von Haagenfels, who has the longest name in recorded history and is the International Creative Manager at Liftoff.

Our focus: playable ads. What makes them work, what makes them fail, and where you should use them. Check it out!

51min

May 4, 2021

Episode #5: Marketing Fitness Apps with TRIQ, 7Mind, and Admiral Media

Once again we gather 3 amazing mobile marketers and promise them free bitcoin for acting silly and spilling all their best tips. Of course, we never pay up. But we do get crazy-good insights into marketing fitness apps … and dirt on their biggest mistakes, including one that locked a client out of Facebook and got someone fired.

In this episode John Koetsier and Peggy Anne Salz chat with: Boris Manhart (CEO of TRIQ), Marta Vogel (7Mind), and Andre Kempe (Admiral Media).

We discuss fitness (or lack thereof), ATT in iOS 14.5 (everyone needs to show it, apparently), Dogecoin and Elon Musk, and we play a few games, including Ad Win of the Week and Marketing Mogul. Check it out, join the fun, and subscribe. Also, if you want to be on the show, reach out to Peggy and John on Twitter.

55min

Apr 20, 2021

Episode #4: Ad Creatives with Gamesture, Lovoo, Gazeus Games & Liftoff

Video ads are the fastest-growing (we’ve got the numbers) and the most lucrative (just guessing on this one) sector of mobile advertising, and we dive into color theory and usage and pricing and how to build them and about 3.72% of everything else you need to know about mobile video advertising. Plus, of course, we play evil games and reveal all our guests’ deepest and darkest secrets, insecurities, and deep-seated vulnerabilities in a barely-functional we say “panel,” they say “group therapy session.”

Our guests, who outshine our soon-to-be-jobless hosts in every way imaginable except sheer animal sex appeal, include:Lukasz Kwiecien, Head of Marketing @ Gamesture, Pierre Strubelt, Senior Affiliate Marketing Manager @ Lovoo, Etienne de Guébrian, Head of UA @ Gazeus Games, and Deanna Ulrich, Manager, Ad Creative @ Liftoff.

1hr 2min

Apr 6, 2021

Episode #3: Post-COVID Strategies with Thimble, Pawp, Moneyhub and Acorns

2020 was a horrible year for the world, but as we got more virtual, many app verticals had a breakout year. How is that transitioning into 2021 in a confusing post-pandemic, still-pandemic, third-wave, partially-vaccinated reality? In addition to yanking their chains a little, we coax some amazing insight from Annica Lin, Director of Performance Marketing and CRM at Thimble, Roberto Salem, Head of Growth at Pawp, Iain Russell, Head of Performance Marketing at Moneyhub, and Kyle Sausser, Growth and Partnerships Manager at Acorns.

50min

Mar 22, 2021

Episode #2: Creative Testing with Wooga, Product Madness and Playstudios

Here’s our second episode of Mobile Heroes Uncensored, with John Koetsier and Peggy Anne Salz. As usual, we totally screw it up only to be saved by our horribly great guests: Jason Conger, Head of UA, Wooga; Claire Rozain, UA manager, Product Madness; Melanie Zimmermann, Head of Marketing, Wooga; Assaf Shalev, Head of Creative Marketing, Playstudios.

What we talk about, besides free Lambos and astrology? IDFA (yep, still on that meal ticket), creative (apparently it matters), craft beer (sounds better than it tastes), mobile news (really), Mobile Heroes in the news, dating, and yes, a whole lot of insight around how to win when you don’t have IDFA or granular device-level data anymore

41min

Mar 3, 2021

Episode #1: IDFA with Fyber, Singular and InMobi

This very first episode of Mobile Heroes Uncensored is currently the best. And the worst. And it’s definitely the funniest, with the most awfully good guests too.

In this inaugural episode John Koetsier and Peggy Anne Salz chat to leaders from InMobi, Liftoff, Vungle, Singular, and Fyber and force them to reveal their deepest, darkest secrets, their ultimate fears and most private fantasies (ALL ABOUT THE INDUSTRY. WOW.) And yeah, we also talk IDFA and iOS 14 and why the best marketers won’t suffer.

51min
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