3 MINUTES BULLSHIT WITH GEORGE #1:

Buyer User Journey & CRM Strategy

with Dora Trostanetsky

3 minutes bullshit with George. Dora Trostanetsky. George Natsvlishvili

Episode one of 3 MINUTES BULLSHIT WITH GEORGE featured Dora Trostanetsky, Director Growth Marketing at SoundCloud.

We discussed usage of Buyer User Journey within the CRM Strategy.

You can listen to the full episode here:

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Dora Trostanetsky, Director Growth Marketing at SoundCloud, an online audio distribution platform and music sharing website.

Dora shares her experience as the Director of Marketing at SoundCloud and explains how to use CRM to personalise the Buyer User Journey.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel.

Connect with Dora and SoundCloud here:

Timestamps:

00:00 Dance

00:11 Dora’s Introduction

00:34 Usage of Buyer User Journey within the CRM Strategy

02:25 Bloopers

Transcript & Key takeaways from the episode:

The best way to crack the user journey is to get to know users better as soon as you acquire them.
SoundCloud uses different directions:
- Asks a preferable music style or songs to new users to be able to provide them some options, so users can start to listen and find what they like.
- Teaches users during onboarding how to use one of the main features such as Saving Track to Listen for Later, which gives possibility users learn how to save the song. And because of that users listen even more and stay on the platform longer.

George: How do you track buyer user journey and how do you use buyer user journey within your CRM strategy?

Dora: The way we do that at SoundCloud it comes to user journey and CRM and how do we use that? We use it in a couple different ways. So basically when we acquire new users, it comes to the platform. We don't know much about them. So, of course to make the best out of the User Journey, which we're trying to get to know them better. It's very fast. So the way we do it is that we ask a couple of questions to new users what kind of songs they like so we can actually immediately give them some options so they can start listening and finding what they like and then the other way it also has come to be very effective is the so-called feature onboarding. So we're onboarding our users by teaching them how to use one of our core actions such as Saving Track to Listen for Later. And this has been actually very effective. We see very high conversions when we compare to our control groups, and it seems to really work nicely and people now that they know how to actually save something that they have found and listen to, they actually listen even more and stay on the platform longer. So, this is how we in a very short description use CRM to personalize our user journey.

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