In this episode, we are joined by Lani Assaf, a startup marketer and marketing lead at Maven. We delve into various topics including user psychology, behavioral design, marketing, learning, and education. Lani shares her background as a dancer and how it influences her approach to marketing.
In this episode, we are joined by Lani Assaf, a startup marketer and marketing lead at Maven. We delve into various topics including user psychology, behavioral design, marketing, learning, and education. Lani shares her background as a dancer and how it influences her approach to marketing.
Lani emphasizes the importance of understanding the customer's journey and motivations, and they explore the impact of cohort-based courses versus self-guided courses on completion rates and also touch on the role of storytelling in marketing and the importance of setting goals and accountability in the learning process.
The conversation concludes with insights on prioritization, low-hanging fruit in marketing, and Lani's career choices.
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Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
[00:08:48] The definition of lifecycle marketing
lifecycle marketing is about helping users grow with a product and guiding the marketing strategy
[00:13:38] The foundational layer of lifecycle marketing
customer and business value alignment, analytics, and user psychology are the primary factors in the foundational layer of lifecycle marketing
[00:17:08] The power of cohort-based courses
cohort-based courses have higher completion rates due to social accountability and timeliness
[00:22:06] The effectiveness of active learning
putting theoretical knowledge into action through immediate application leads to longer-lasting learning
[00:25:11] Just-in-time learning vs. aspirational learning
discussion on the difference between just-in-time learning and aspirational learning, and how they apply to different situations and learner needs
[00:31:56] Imposing accountability and goals in the learning process
benefits of setting accountability and goals in the learning process to maintain motivation, overcome plateaus, and continue to enjoy the process of learning
[00:33:42] Marketing as storytelling
exploration of the definition of marketing as storytelling and the belief that most things in the world are marketing, based on Seth Godin's definition
[00:40:51] The concept of storytelling in marketing
humans impose stories on things because storytelling is powerful and marketing is storytelling
[00:45:43] The importance of impact over effort in growth teams
effort is not a consideration in prioritizing for growth teams; impact matters more
[00:49:44] Low-Hanging Fruit and Competitive Advantage
discuss the concept of low-hanging fruit and finding a competitive advantage in marketing and content creation
[00:52:06] Infusing AI-Powered Recommendations
talks about how Maven used AI to provide personalized course recommendations, resulting in a significant increase in metrics
[00:56:59] Asking for Help
discuss the benefits of asking for help and how it can improve relationships
[00:59:26] Changing Your Mind
discuss the value of being open to changing one's mind and the importance of being comfortable with it