Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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Higgle: The B2B Sales Club


1 Why You Need to Grow Your Customer’s Decision Confidence with Brent Adamson and Karl Schmidt 36:25
Are you ready to discover why building customer self-confidence is more crucial than ever in today's B2B sales landscape? Brent Adamson and Karl Schmidt join us today, the duo behind the upcoming book "The Framemaking Sale." These sales experts unravel the critical yet often overlooked aspect of buyer confidence. They shift the focus from traditional supplier-centric models to the empowering idea that true confidence comes from within the customers themselves. This perspective not only transforms how we view B2B sales, but also highlights the importance of nurturing decision confidence. Throughout our conversation, Brent and Karl introduce their innovative concept of framemaking, a strategy that aligns sales solutions with client priorities. This approach goes beyond typical sales tactics by fostering genuine, lasting relationships with clients, even when they choose competitors. Their ideas promise to shake up conventional sales methods. Topics covered during this episode include: Why buyer confidence should be supplier-agnostic and focus on customers' decision making abilities. How Brent and Karl met each other at Corporate Executive Board (now part of Gartner). Why nurturing customer decision confidence is crucial in B2B. How framemaking aligns sales solutions with client priorities to overcome decision complexity. Why the book emphasizes customer confidence over supplier trust for effective decision making. The impact of decision complexity, information overload, and outcome uncertainty. Why understanding clients' businesses deeply helps navigate obstacles and maintain deal momentum. How salespeople can anticipate and overcome potential deal barriers. Why gaining customer confidence involves addressing emotional and rational decision aspects. Listen now to learn how to revolutionize your B2B sales approach with innovative framemaking techniques that build lasting customer relationships. Brent on LinkedIn: https://www.linkedin.com/in/brentadamson Karl on LinkedIn: https://www.linkedin.com/in/karl-schmidt-q…
Business of Apps Podcast
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Вміст надано Business of Apps. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Business of Apps або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
The Business of Apps podcast brings you actionable insights from the leaders of the global app industry and the world’s fastest growing apps. App marketing professionals, product managers and developers share the latest approaches to building, marketing and monetizing mobile apps. Every Monday we have a candid conversation with app industry professionals about specific topic that may cover app marketing, mobile advertising or app development and we also help our listeners to get to know our guests better.
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261 епізодів
Відзначити всі (не)відтворені ...
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Вміст надано Business of Apps. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Business of Apps або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
The Business of Apps podcast brings you actionable insights from the leaders of the global app industry and the world’s fastest growing apps. App marketing professionals, product managers and developers share the latest approaches to building, marketing and monetizing mobile apps. Every Monday we have a candid conversation with app industry professionals about specific topic that may cover app marketing, mobile advertising or app development and we also help our listeners to get to know our guests better.
…
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261 епізодів
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Business of Apps Podcast

1 #238: Stand out with smarter mobile messaging with Jason Lyman, Chief Marketing Officer at Customer.io 23:38
In today’s crowded, AI-fueled landscape, it’s not enough to just have messaging — it has to stand out . In this episode, I’m joined by Jason from Customer.io to unpack what makes great mobile messaging work: from building frameworks rooted in value and differentiation, to using first-party data to deliver the right message at the right moment . We’ll talk strategy, execution, and the tools that help brands stay personal, timely, and unmistakably themselves — even at scale . Today’s topics include: Jason Lyman''s bio What is Customer.io How brands can can use AI but stay authentic The role of first-party data in making messaging more timely and relevant Timing and channels for effective mobile messaging Common mistaken made at personalizing messaging at scale Balancing automation with authenticity Links and Resources: Jason Lyman on LinkedIn Customer.io website Business Of Apps - connecting the app industry Quotes from Jason Lyman "Yeah, this is an interesting paradox that we've kind of created for ourselves. We have all these incredible tools like AI recommendations, powerful automation, sophisticated targeting, but everybody's using that playbook. And I think the result is customers are getting bombarded with messages that sounds very, very similar. so standing out needs to be less about being louder or frequent, and it needs to be focused around being more authentic. " "So, first party data is absolutely the future, especially with privacy regulations that are tidying up across the globe. So here's what I see happening. think gold marketers are sitting on these gold mines of customer data, but they're not using it effectively. know, a lot of people are, are thinking about segmentation in a very traditional way." Host Business Of Apps - connecting the app industry since 2012…
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Business of Apps Podcast

1 #237: What not to do: Lessons from consulting hundreds of apps Reed Kuhn, Head of Business Strategy at Branch.io 32:16
All right, I think all of you would agree—regardless of your role or area of expertise in this industry—that learning from the mistakes of others saves you time, money, and, most importantly, nerve cells. Because let’s be honest, trial and error is great… until it’s your budget on the line. So, today we have Reed on the show to help us skip some of those growing pains. He’s here to share what’s working, what’s not, and some fresh, thought-provoking approaches to both app marketing and development. Whether you’re scaling a product or just getting started, I think you’ll walk away with a few insights worth stealing—or at least borrowing. After founding the Business Strategy team at Branch six years ago, former strategy consultant Reed Kuhn has worked closely with hundreds of customers across verticals. Along the way, he’s picked up some sharp lessons—not just about best practices, but more importantly, about what not to do. In this episode, we’ll explore guiding objectives for app product owners and marketers, the greatest hits of killer use cases, mobile growth fails, and some simple ideas to make more from what you already have. Plus, we’ll look ahead with some bold predictions about how all of us will interact with apps in the AI-powered future. Today’s topics include: Reed Kuhn's bio What is Branch.io A guiding principle for what brings value to app users Common mistakes A quick win in app development Effective strategies New strategies on the Reed's radar What's coming up - in the near future and far out Links and Resources: Reed Kuhn on LinkedIn Get in touch with the Branch.io team Branch.io website Business Of Apps - connecting the app industry Quotes from Reed Kuhn: "Over the years, so many of our customers fall into two big buckets. And this is, I think, the simplest framework that I have for differentiating between apps and what they're trying to achieve in terms of value. And that is you have commerce apps, which are the most obvious ones. This is your retailers, fashion, even quick serve restaurants, fast food chains, Starbucks, and also the big box retailers, the best buys of the world, even department stores like Nordstrom. Those are commerce apps. Users primarily are going in there to shop. And hopefully, they actually buy something. And we do know that conversion rates are much higher in apps than on mobile web or even desktop. So those are easy to wrap your head around. The app exists to make it much easier for the user to shop and, in some cases, actually get support. If you want to manage a delivery or send something back, you can do that in the app rather than having to call someone up. On the flip side, you have apps that don't really sell you anything, but they still serve a very important purpose to the user. So I call those companion apps and they're more diverse than commerce apps. So whereas commerce apps are very conversion focused, companion apps are much more feature focused. It's, I able to access information? So almost everybody is going to have their credit card or bank app on their phone, or at least they should be at this point. If they don't want to go there in person." Host Business Of Apps - connecting the app industry since 2012…
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Business of Apps Podcast

1 #236: Web-first growth: the new playbook for app UA with Gessica Bicego, Marketing & Growth Consultant 35:47
If there is one feature that helps app marketers to persevere through so much of a market change, it is adaptability . As app user acquisition costs were rising and privacy constraints in mobile emerged, marketers came up with the solution - web to app user acquisition channel. Rather than sending users directly to an app store, marketers now route users to a mobile web page first—typically one optimized for onboarding, education, or even a light product experience. This allows for better control over messaging, tracking, and personalization before nudging users to install the app. In this episode, we’ll delve into the concept of web-first growth with Gessica, exploring the new playbook for acquiring app users. Today’s topics include: Gessica Bicego's bio What convinced Gessica to switch to web-based strategies for mobile app UA How to decide what specific "web to app" approach to take - go with mini landing pages, full web onboarding, or else? Web versus app testing How to avoid getting lost in lots of onboarding screens Links and Resources: Gessica Bicego on LinkedIn Business Of Apps - connecting the app industry Quotes from Gessica Bicego "I would say there are two approaches. Like either you send them to a landing page, but ultimately they convert on an app store - so all the call-to-action will lead to the App Store, or Google Play store. Or you guide them through a web funnel, where you have like lots of questions and you end up purchasing on the web." Host Business Of Apps - connecting the app industry since 2012…
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Business of Apps Podcast

What makes a mobile ad stick — and what makes it flop? In this special episode, we feature a panel discussion from App Promotion Summit London 2025, we hosted in April. Creative leaders explore next gen ad creative — the bold experiments, the unexpected successes, and the flops we can all learn from. From storytelling trends to performance-driven design, discover what’s working, what’s not, and where mobile advertising is heading next. 🎧 Tune in for fresh insights, practical takeaways, and real-world lessons from the frontlines of creative innovation. The panel of experts included: Yoann Pavy , Chief Growth & Marketing Officer at AIApply Freya Fine , CMO / Founder of Koru / &Fine Mustafa Mohamed , Founder of Shroomi AI…
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Business of Apps Podcast

It’s been a couple of weeks since we wrapped up our App Promotion Summit London 2025. We were really happy to have so many bright, smart people under the same roof to share their knowledge and experience in app growth, app product development, ASO and so much more. We had several hundred folks from all corners of the world listening and learning from presentations and workshops, connecting with each other and do business. One of the highlights of the event was the “Beyond Installs: the future of app growth 2025” panel and in this episode we want to share it with you. The panel brought together people from four verticals - navigation, financials, e-Learning and gaming. This panel of experts included: Nidhi Singh , the Regional Marketing Manager for UK & Turkey at AppsFlyer Greg Turtle , Head of Growth at what3words Giulia Saletto , Head of Performance Marketing & Growth at Tide Diane Germann , Head of Paid Content and Social at Blinkist Yagiz Ozyurek , UA Team Lead for Product Madness…
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Business of Apps Podcast

The level of adoption of ChatGPT, the revolutionary LLM-based AI chatbot, is staggering. I think it wouldn’t be a stretch to say that by now ChatGPT and other similar AI chatbots are everywhere; people use them for work and leisure all the time. Sometimes, it feels like at some point generative AI chatbots will be joining team meetings not to take notes and summarize what was said but to report on what they did last week. OK, jokes aside - today we want to talk about the role of Generative AI in mobile ad creatives optimization. Today’s topics include: Asaf Yanai's bio About Alison.ai AI's impact on ad creative optimization Balancing AI-driven automation with human creativity in mobile advertising Staying competitive with AI-powered tools Links and Resources: Asaf Yanai on LinkedIn Alison.ai website Business Of Apps - connecting the app industry Quotes from Asaf Yanai "It changes everything from start to finish, or it could potentially change everything. It depends on the adoption. And I'll explain. I think that what happened in the past five to six years is a complete, complete change in the industry. However, if you look closely, you'll see that not all companies have changed. Not all companies have changed their operations or processes. The ones that adopted AI early on and those that adopted AI fully are a lot more advanced now. They're faster, they're quicker. They are spot on when it comes to strategy. And also the entire operation became a lot less heavy, heavy with costs, heavy with headcount, and heavy with processes and operations." Host Business Of Apps - connecting the app industry since 2012…
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Business of Apps Podcast

1 #232: Mobile app paywalls & cognitive biases with Max Amelang, Product Marketing Manager at Prematch 30:44
One of the most important metrics for a mobile app is its conversion rate. It tells you how many people that use the app for free become your paying customers. It’s about how profitable and sustainable your app is. Now, if you are one of the die-hard Pink Floyd fans, you gotta love their song The Wall. If you are an app marketer, your wall is the paywall :-) Among many tools that you may use to increase the number of people who become your paying customers, once they hit the paywall, are cognitive biases . You may heard of them if you have a peripheral interest in psychology. Today, Max will tell you about using cognitive biases to significantly increase your app’s conversion rate. Today’s topics include: Max Amelang's bio About PreMatch Ethical boundaries in cognitive biases The most underrated cognitive biases High-impact experiments with paywalls Android or iOS? Leaving his smartphone at home, what features would Max miss most? What features he would like to see added to his smartphone? Links and Resources: Max Amelang on LinkedIn Prematch website Business Of Apps - connecting the app industry Quotes from Max Amelang "Yeah, it's absolutely a valid question because especially in the beginning, it's extremely tempting to see all of these tools you can use to somehow increase this conversion rate by margin or by another percent and so on. But then I also quickly realized not only as a product manager, but also as a user, how would I feel if I stumble across this? " "Obviously I know the tricks, so maybe I need to be a bit harder in order to define if something is good or not so good anymore. And I then came up with like, how would my parents behave on this paywall? Because parents just as a symbol for an older generation that are not as native with mobile apps. And I always am fascinated when I see how my dad navigates his app and when I realize, why did he just click on this button because it's blinking quicker? And I realized, okay, this is how easily he's influenced. So as a very soft first test, I'm thinking about, okay, how would my dad would behave on this paywall? Would he buy just because of the cognitive biases or would he still be able to make his own decision? " Host Business Of Apps - connecting the app industry since 2012…
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Business of Apps Podcast

1 #231: Beyond behavior: unlocking intent with on-device AI with Dieter Rappold CEO at ContextSDK 23:29
Ok, here is the thing. Most apps are still built on rigid, one-size-fits-all user flows. They rely heavily on historic behavior - what a user clicked on last week or which segment they’re in. But user needs change moment to moment. And when apps fail to adapt, users just leave. The next evolution isn’t about personalizing based on identity - it’s about adapting based on intent . And that intent can only be accurately understood in context. In this episode, we’re going to talk about the Context Platform by ContextSDK that enables apps to detect real-world context in real time - whether a user is walking, relaxing, commuting, charging their phone, or simply on the move - and then infer their intent. Using a combination of on-device machine learning and server-side intelligence, the platform helps apps deliver the right experience or message at the right moment . This isn’t just a UX upgrade - it is a fundamentally better way to retain users and drive revenue, while respecting privacy and improving performance. Today’s Topics Include: Dieter Rappold's' bio About ContextSDK Switching focus from app users' behavior to their intent How Context Platform helps LiveOps maximize their efforts Example of how detecting user context in real-time improves the app experience How context-aware delivery fix the issue with intrusive push notifications Achieving personalization without relying on personal data or permissions What it takes to implement Context Platform into the app Links and Resources: Dieter Rappold on LinkedIn ContextSDK website Maximizing app engagement through content-aware solutions Business Of Apps - connecting the app industry Quotes from Dieter Rappold "It’s great to know a lot about past behavior, but past behavior is looking into the past. Intent is happening in the moment and is looking forward" "We collect enough data points on patterns of movement and behavior and analyze them with the smartest machine learning models out there. That allows us to infer intent—and that’s something extremely powerful when shaping app experiences, " Host Business Of Apps - connecting the app industry since 2012…
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Business of Apps Podcast

I think by now you’ve noticed that the last few episodes weren’t regular ones, on those we featured our discussion panels from App Promotion Summit Berlin 2024. Why? Well, the physical space in the venue in Berlin was obviously limited and it’s not like you can fly to Berlin to visit the summit on a whim - time and money aren’t always there when you need them, right? But we don’t want you to miss an opportunity to listen to these discussions and learn from it. So here comes the next panel - “Beyond downloads: app engagement strategies" It was hosted by Keziah Husselbee , Product Marketing Specialist at Adobe . It was a pleasure to have on the panel people from: Jelena Zbijowski , Head of CRM & Product Marketing at Blinkist Roma Rey , Head of CRM at ParshipMeet Group Robert Vaternam , Senior CRM Manager at Freeletics Jon Genovard , Senior CRM Manager at ShareTheMeal…
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Business of Apps Podcast

Good news - the winter is finally over, and I’m sure you’ve missed the warmth just as much as I have. Today, I’m thrilled to share with you another special episode featuring one of the discussion panels we hosted last December during the App Promotion Summit Berlin . This panel covers a wide range of topics, including user acquisition strategies, incrementality and ROI measurement, retargeting and re-engagement strategies, and more. The panel was hosted by Bob Hollanders , Head of Sales & Account Management, EMEA & US at Appier . We were fortunate to have on the panel: Victoria Chang , Performance Marketing Lead at Wooga Pascal Priso , Performance Marketing Manager at Babbel Karst Kortekaas , Director, App Solutions, EMEA at Appier Cansu Bengü Ağaoğlu , Head of Sales (Central Europe) at Adjust…
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Business of Apps Podcast

Another week - another bonus episode for you. There is no other way to put it - data is the fuel that powers current economy. When we look at the mobile industry, we see that it is the absolutely essential part of the picture. You know it so well - acquiring app users was never easy but these days it is a real challenge . To win the game, you need to work out a data-driven strategy to acquire users for your app. On this episode, we feature “Data-driven strategies for UA” panel discussion we hosted during App Promotion Summit Berlin last December. The topics covered on the panel included user acquisition strategies, incrementality testing and attribution, branding and consistency, creative strategies for UA, creative fatigue, fake ads and transparency, playable ads, future plans for 2025, and more. This panel of experts includes: Ece Stepien , Regional Director Western Europe & MENAT at AppsFlyer Jessica Gotti , Head of Performance Marketing at Paired Matej Jurcak , ASO & Growth Partnerships at Pixel Federation Marta Fogel , Head of Marketing at NeuroNation Misha Osintcev, Growth Director at Kolibri Games All right, without any further ado…let’s go.…
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Business of Apps Podcast

AI is reshaping the way brands create and test ads, and mobile marketing is at the forefront of this revolution. With AI-generated UGC (aka User Generated Content), creative testing at scale is no longer a challenge—it is an opportunity. Today, I’m joined by Andy to explore how their partnership with HeyGen is unlocking new possibilities for mobile advertisers. How is AI changing the game, and what does this mean for the future of creative ? Let’s find out. Today’s Topics Include: Andy Willers' bio About Favoured Challenges Favoured faced before integrating AI-generated UGC What impact AI UGC had on one of the campaigns Favoured was running Biggest opportunities and risks for brands scaling creative testing with AI-generated content Android or iOS? Leaving his smartphone at home, what features would Andy miss most? What features he would like to see added to his smartphone? Links and Resources: Andy Willers on LinkedIn Favoured website HeyGen - AI video generator Business Of Apps - connecting the app industry Quotes from Andy Willers " What AI has allowed us to do, particularly on the UGC side, is massively increase our capability for creative testing,” Andy said. “HeyGen’s digital avatars enable us to quickly generate multiple UGC scripts or executions—allowing us to test different messaging and ad styles at scale.. " "We’re not at a stage where you type in a prompt and AI spits out a perfect execution. The human touch is still essential,” he explained. “HeyGen gives us the raw material—high-quality AI avatars—but it still requires skilled video editors to integrate them effectively with B-roll footage and visual elements. " Host Business Of Apps - connecting the app industry since 2012…
Today, we’re excited to feature a panel discussion we hosted at our App Promotion Summit Berlin last December. It focused on a crucial topic for all app marketers: User Acquisition in 2025. The panel covered a wide range of topics, including optimizing ad channels, the shift from attribution to incrementality, exploring new growth channels, and more. It was hosted by George Natsvlishvili , Co-Founder at We Up and the panelists were: Şebnem Alpaylı O'Rourke , Senior User Acquisition Manager at Stillfront Group Mark Mukhin, Team Lead App Marketing at AutoScout24 Gaurav Bhattacharya , Performance Marketing Lead at Zenjob Alper Taner , Head of Performance at BGNet Mobile…
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Business of Apps Podcast

1 #225: Driving App Growth with A/B Testing with Tina Kim, Director of Product Management at Huckleberry Labs 26:56
Today, we begin with another trivia question for you - can you think of the best case for A/B testing? Are you thinking about a particular app, service, or product? No - it’s bigger than that, I’m talking about the evolution of life on this planet. No, there is no a girl or a guy, sitting with a MacBook Pro and running A/B tests for all flora and fauna on this planet :-) My point is that testing is very fundamental and, if it will make you feel a bit more important, you’re doing it along with the Mother Nature. To talk about A/B testing for driving app growth we invited Tina. Today’s Topics Include: Tina Kim's bio About Huckleberry Labs Using A/B tests to make confident decisions Generating actionable insights with limited resources and tight timelines Incorporating learnings from failed A/B tests Android or iOS? Leaving her smartphone at home, what features would Tina miss most? What features she would like to see added to her smartphone? Links and Resources: Tina Kim on LinkedIn Huckleberry Labs website Business Of Apps - connecting the app industry Quotes from Tina Kim " So A-B testing is really useful for when there is a shadow of doubt. Put it so whatever you A/B test, it's not some idea that you've picked from the air. It's always based off of some well-informed hypothesis, whether it be analyzing your behavioral data of your users or you've done some user research market research as well. There is always some well-informed hypothesis that drives you to build something. " "The other thing is where A-B testing can really help you move forward faster is during the development process, the design process, there may be countless arguments about the perfect copy. Some people are very particular about copy, but and we may spend like endless cycles just trying to perfect the copy, but that's not the point of the change. Let's just test it. And A-B testing is iterative. And so you find something that you feel good with, it doesn't have to be perfect, and you test it and move forward. And if you feel like there's opportunity to squeeze more juice, test it again, right? And so I've been able to move forward faster. " Host Business Of Apps - connecting the app industry since 2012…
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Business of Apps Podcast

1 #224: Breaking down the Subscription Value Loop strategy with Phil Carter, Growth Advisor at Elemental Growth 27:08
In the future, history textbooks will be telling the story of how, at the beginning of the second decade of the 21st century, we all collectively jumped into the world of mobile apps. Now, you may be super excited about the growth of the mobile ecosystem or shake your head about its externalities, unintended consequences, but it’s undeniable - mobile apps take a huge spot in our lives. Today, a big chunk of the mobile app economy space belongs to app subscriptions - Netflix, Apple TV, Tinder, Duolingo, the list goes on and on. If you build apps yourself and monetize them with the subscription model, you will be really interested to learn about Phil’s Subscription Value Loop strategy. Today’s Topics Include: Phil Carter's bio Key challenges developers of subscription-based apps face today Identifying and refining the core value proposition Strategies to convert free users into subscribers, while maintaining a great user experience and ensuring long-term profitability Android or iOS? Leaving his smartphone at home, what features would Phil miss most? What features he would like to see added to his smartphone? Links and Resources: Phil Carter on LinkedIn Phil Carter's website Maven course Phil's Sub stack Business Of Apps - connecting the app industry Quotes from Phil Carter: " The core of the subscription value loop framework that I teach about in my course is a company's core value promise. In other words, what is the value that you're providing to a user, and ideally to a paying subscriber, that is going to not just bring them to the product in the first place, but cause them to continue paying you a subscription over a long period of time? " "And value delivery is typically led by marketing teams, sometimes with the support of growth product teams or sales teams if you have a B2B business. And value delivery is all about making sure that you have sustainable unit economics, right? You're going to have some amount of LTV that you get from users. But in order to have a sustainable business, you need a strong LTV over CAC ratio and a rapid payback period. And that depends critically on your cost of user acquisition. " Host Business Of Apps - connecting the app industry since 2012…
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