Customer Marketing Deep Dive
From The Dave Gerhardt Show (from Exit Five) by Exit Five
May 11, 2026 · 60 min · Episode 354
About this episode
The episode features a discussion on customer marketing strategies with insights from industry experts.
#354 | Sue (Head of Lifecycle Marketing, Monarch Money), Jonathan (VP of Marketing, Seamless.AI), and Naomi (Senior Product Marketing Manager, Customer.io) join Dan for a live Exit Five session on customer marketing. Sue breaks down how Monarch discovered that the best time to promote their referral program was during trial and the data behind a 64% lift in referral shares and half a million dollars in incremental ARR. Jonathan shares how Seamless.AI stopped treating customer engagement like a campaign and built a full 365-day behavioral program, including an AI chatbot that deflected 55% of support tickets and live trainings that flattened their churn curve. Then Naomi walks through how she uses plain-text emails asking for replies to close the feedback loop on new features and shape the product roadmap. Timestamps (00:00) - - Intro (07:39) - - Sue: Why the best time to promote a referral program is during trial, not after (10:39) - - The results: 64% lift in referral shares and $500K in incremental ARR (17:39) - - Sue's background: 16 years in lifecycle marketing from online dating to Calm to Monarch (20:39) - - Jonathan: Stopping treating customer engagement like a campaign…
People in this episode
Host: Dan
Guests: Sue, Jonathan, Naomi
Topics covered
- customer marketing
- referral programs
- customer engagement
- behavioral programs
- product feedback
- churn reduction
Keywords
- behavioral program
- customer marketing
- referral program
- AI chatbot
- customer engagement
- feedback loop
- churn curve
Mentioned in this episode
Organizations: Monarch Money, Seamless.AI, Customer.io, Calm
More episodes of The Dave Gerhardt Show (from Exit Five)
- How to Stand Out in B2B Marketing (with Louis Grenier, Author of Stand the F*ck Out) · June 11, 2026 · 1h 3m
- Why Marketing Is a Human Profession · June 8, 2026 · 54 min
- How to Win at AEO (Answer Engine Optimization) · June 4, 2026 · 57 min
- Why B2B brands should be doing influencer marketing with Ishveen Jolly · June 1, 2026 · 45 min
- How Snowflake Runs ABM with Casey Patterson · May 28, 2026 · 1h 4m
- What’s Actually Working in B2B Email Right Now · May 25, 2026 · 54 min
Explore listener stats, chart rankings, contacts and more on the The Dave Gerhardt Show (from Exit Five) podcast page.