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#66 One-to-One Lifecycle Marketing Tips for Mobile (Intuit)

How do you reach a customer on a one-to-one basis? Today’s guest cuts to the chase on the hard work it takes to get there. She’ll share her approach to consumer behavior pathways, communication, machine learning, and retention.

Jessy Hanley is the Director of Ecosystem and Lifecycle Marketing at Intuit. Intuit develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals. Previously, Jessy also worked in marketing at Wag Labs, Uber, Ginger, and GSN Games.

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Questions Jessy Answered in this Episode

  • How do you bring your startup mentality to larger companies, like Intuit?
  • As a lifecycle marketer, how do you set yourself up for success in order to reach your end goal of one-to-one customization?
  • How do you break down the manners in which you decide to communicate with consumers?
  • How have you incorporated machine learning into your work at Intuit?
  • When you first started in the lifecycle and retention sphere, did you feel like you had a seat at the table? How has your role changed over time?


  • 4:30 Jessy’s start in mobile marketing
  • 10:39 One-to-one customization with lifecycle marketing
  • 13:11 The “Happy Path”
  • 15:48 Start with what you want to communicate
  • 19:40 Models & rules with machine learning


(11:03-11:16) “You have to start with one-size-fits-most, one-size-fits-some, one-size-fits-you, and taking that mentality. Because at the end of the day, it’s really important when you’re thinking about lifecycle to make sure you don’t have holes in your lifecycle.”

(16:32-16:47) “So some customers really respond to push, others really respond to email, others will ignore everything you send unless they see it in the product. It doesn’t change the fact that they still need to be communicated with. So what I like to do is, that instead of starting with the channel, start with what it is that you want to communicate.”