People Churn From Products, Not From Brands

This episode features an interview with Steve Rotter, CMO at DeepL, a global communications platform powered by Language AI.

In this episode, Steve shares with us the power of a small uplift to your website when you see large scale website traffic, and the importance of pushing your point of view over your product features. He also dives into the value of brand in avoiding churn. 

Key Takeaways:

• Small changes to the website can have a small uplift, and when you are dealing with large-scale website traffic, that can have a big impact on the business. For large enterprises, don’t underestimate the value of small optimizations on the website. 
• People churn products, they don’t churn from valued brands and communities. Make sure to invest in your brand accordingly. 
• Explaining your POV over pushing your features, allows you to demonstrate the outsized impact of your product more effectively. 

Quote: 

•  Brand is critical. My general sense is, people churn from products, they don't churn from communities, they don't churn from brands with personalities that they enjoy. So, we spend a lot of time looking at that in terms of, you know, what is the voice, what is the language, what is the identity of the brand?

Episode Timestamps: 

*(04:11) The Trust Tree: People churn from products, not brands and communities 

*(24:13) The Playbook: Explain your point of view, over pushing all your features

*(39:22) Quick Hits: Scott’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Scott on LinkedIn
• Learn more about DeepL
• Learn more about Caspian Studios