• Is a major product pivot death for a brand?

  • Nov 13 2024
  • Length: 21 mins
  • Podcast

Is a major product pivot death for a brand?

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  • Summary

  • Bitly’s CMO, Tara Robertson, shares her customer-centric playbook for transforming Bitly from a link shortener to a full connections platform. From leveraging QR codes to merging physical and digital experiences to using customer evidence, Tara explains how Bitly’s retention-focused marketing impacts every user touchpoint. This episode shares insights on building authentic customer connections while highlighting the metrics that matter in the B2B landscape.

    Things to listen for:

    (00:00) Introduction

    (01:15) Tara’s journey from Sprout Social to Bitly

    (03:02) Building a customer marketing playbook at Sprout

    (04:27) Measuring retention and adoption with sub-KPIs

    (06:37) Bitly’s new direction

    (07:54) QR codes to 2D barcodes

    (09:39) Expanding Bitly’s target market - SMBs to enterprise

    (11:29) Showcasing use cases to support varied customers

    (13:24) Using customer stories to build trust

    (17:02) Overcoming challenges in gathering authentic evidence


    Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe

    Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com

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