Most PMMs don't track customer lifetime value, but we absolutely should. When you understand CLV, every trade-off becomes crystal clear—you know exactly where to focus your energy and can shape strategies around what actually retains your best customers.

Today we're diving into how Visa built their lifecycle marketing practice from scratch, turning one-and-done transactions into proper repeat engagement.

Terry Setiz joins me with 20+ years at Coca-Cola, HBO, Hasbro, and Visa. Here's what surprised me: Visa isn't a credit card company—they're a payment tech powerhouse (obvious, once you think about it!). Terry’s team embraced e-commerce with Visa Checkout, smashed down silos between marketing and IT, and created the genius 'One Hand' campaign featuring NFL stars making touchdowns while checking out simultaneously.

Terry's golden advice? Stop treating product launches like tick-box exercises. Think long game, experiment like a mad scientist, and don't be scared to pivot when data tells you to. His approach proves that understanding your market and solid KPIs keep everyone aligned whilst building for both today's wins and tomorrow's growth.

For our messaging critique segment of the show, Terry chose Modelo Beer as our subject. He praises their authentic tagline 'Brewed for those with a fighting spirit' for genuinely resonating with working-class audiences who take pride in hard work. However, he warns against generic sponsorships and endless product extensions that could water down their strong brand identity.

Terry brings us a masterclass in turning CLV insights into actionable strategy. Consider this your guide to understanding how your customers' true long-term value can transform every strategic decision you make as a PMM.

Key Takeaways:

• CLV clarity transforms every PMM decision because you finally know the actual long-term payoff, not just vanity metrics.
• Breaking down silos between marketing and IT creates go-to-market magic that addresses real needs whilst making life easier for users.
• Treat launches as continuous journeys focused on repeat engagement rather than forgettable one-time events.
• Creative campaigns with relatable stories demolish feature-focused messaging, especially when solving actual pain points.
• Strategic KPI alignment with executives keeps long-term vision intact whilst smashing immediate growth targets.

Terry’s Formula:

Customer Lifetime Value = (Average Purchase Value x Purchase Frequency x Customer Lifespan)

LINKS

Modelo Beer: https://www.modelousa.com/

Connect with Terry:

LinkedIn: https://www.linkedin.com/in/terry-seitz-57aa654/

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/

Here's the truth about meaningful growth: you either sell more of your current product to more people, or you build something entirely new to attract fresh customers. The second path is where innovation meets strategy, where positioning becomes an art form, and where go-to-market plans can make or break your future. Today's story centers on Ember—yes, those temperature-controlled smart mugs you've seen at Starbucks—but here's the twist: they didn't stay content as a coffee mug company.

This episode unpacks exactly how Ember executed their bold leap into an entirely different category, chasing new audiences with completely different products. I'm joined by Daniel Alvarez, who's led product strategy at Ember, Dole, and Jacuzzi, bringing that rare mix of engineering depth and business acumen. Also with us is Connor O'Neill, who's spent over a decade crafting brand stories that genuinely resonate with luxury customers, from Ember to Babylist and Jaguar Land Rover.

Daniel and Connor reveal the four critical moves that transformed Ember's market expansion from risky gamble to roaring success. We also dive into our messaging critique segment, dissecting the Oura Ring's complex challenge of translating intricate health insights into relatable, digestible messages for everyday users.

The wisdom bomb from our guests? Market expansion isn't just about being different—it's about being meaningful. Remember that even the most cutting-edge innovations must connect through clear, compelling storytelling. Ready to explore new market spaces and dare to innovate beyond the usual boundaries? Let’s go!

Key Takeaways:

• Consumer insight drives everything - Deep analytics and behaviour understanding form your foundation for connecting with untapped market desires

• Leverage proven technology - Innovation doesn't mean starting from scratch; build on what works to create smooth transitions for existing customers whilst attracting new ones

• Craft aspirational narratives - Authentic storytelling that speaks to your audience's dreams and lifestyle aspirations is essential for market expansion success

• Simplify complex messaging - Even cutting-edge innovations must translate technical benefits into relatable, digestible messages that everyday users can understand and connect with

• Be meaningful, not just different - Successful market expansion focuses on addressing real customer needs rather than simply being novel or disruptive

LINKS

Oura Ring: https://ouraring.com/

Connect with Daniel and Connor:

Website: https://revelhorizon.com/

Instagram: @revelhorizon

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/

Ever wondered how product marketers can thrive when everything's constantly changing? This episode explores exactly that with Stephanie Sosa, a product marketing powerhouse who's worked at Slack, Airtable and Credit Karma. We dive into how embracing cultural moments can transform challenges into game-changing opportunities, using Slack's Huddles as the perfect case study. Remember 2020's chaotic shift to remote work? While most were scrambling, Stephanie's team spotted opportunity. Huddles wasn't just a new feature—it captured our collective need for connection in virtual spaces, born from understanding genuine customer needs during massive change.

Stephanie shares her practical blueprint for capturing these moments. Spot the signals by watching your customers and market closely, do your homework on competitors and industry shifts, stay present during beta phases to test messaging, and keep everything customer-centric from start to finish. The magic happens when you craft stories, not just launch features. Huddles positioned Slack as the ultimate digital headquarters—a promise about how work could feel meaningful in a virtual age. We also critique Sierra AI's messaging, noting their refreshingly human language but suggesting they need stronger differentiation in the crowded AI space through "show don't tell" interactions.

Stephanie has mastered the art of learning from customers and using those insights to guide launches that actually resonate because they're built on real needs. Her approach is a masterclass in timing, adaptation, and creating messaging that connects authentically. The world's ripe with possibilities for product marketers willing to pay attention—keep your ears open, connect genuinely with your audience, and the next big cultural wave might just be your defining moment.

Key Takeaways:

• Cultural moments create massive opportunities for product marketers who know how to spot and seize them
• Success comes from understanding genuine customer needs during times of change, not just following trends
• Beta phases are crucial for PMMs to gather insights and test messaging before launch
• Effective product marketing tells stories, not just features - position your product within your customer's real-world narrative
• Clear, human language beats jargon every time, but differentiation is essential in crowded markets
• Customer feedback should shape product development from start to finish

LINKS

Sierra AI: https://sierra.ai/

Previous episode mentioned: Find Product-Market Fit Like an OpenAI PMM

Connect with Stephanie:

LinkedIn: https://www.linkedin.com/in/stephaniesosa/

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/