Customer Lifetime Value Strategies in B2B | Michael Migliore (News UK, TMAC)

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

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Michael's contact info:

• LinkedIn: https://www.linkedin.com/in/michael-migliore-75966636/

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Where to find the host, Adam Wakeling:

• Twitter: https://twitter.com/adamjwakeling

• LinkedIn: https://www.linkedin.com/in/adam-wakeling-26494b35/

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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

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