Using Customer Voice to Drive Retention with JoAnne Baldwin

Customer trust is built through life cycle marketing.

JoAnne Baldwin, Senior Manager of Customer Lifecycle Marketing at Bitly, shares her journey in customer marketing and how she’s transformed onboarding programs into revenue-driving engines. She discusses the importance of building cross-functional relationships, creating programs that feel human, and the power of truly understanding the customer. JoAnne also explains how we can use empathy and data to drive retention, align teams, and enhance customer experience.

What you’ll learn:

• How to foster cross-functional collaboration between marketing, sales, and customer success
• Practical tips for using empathy and data to enhance customer experience and communication
• The importance of listening to the customer voice and how it can shape successful marketing initiatives

Episode Outline:

(00:00) Introducing JoAnne Baldwin
(01:20) Joanne's personal passions
(02:33) Defining customer marketing
(04:24) Onboarding success at PitchBook
(07:15) Building trust with customers
(11:36) Onboarding program at Bitly
(15:44) Incorporating AI in marketing
(23:54) Building internal trust and collaboration
(41:17) Data is not clean