The number one goal for demand gen marketers has always been generating pipeline and revenue. However, times are changing and more of us are now required to focus on staff retention. Given the economic climate, it’s understandable but, for many, it’s unfamiliar territory. So, where do we start? In this episode of DGU, Mark and Jason discuss how they’re prioritizing customer retention as a marketing team, what they do to try and improve retention and what they’ve learned along the way. Tune into the episode for a 101 on Net Retention Rate (NRR) and Gross Renewal Rate (GRR), why it’s a focus right now and an outline of Metadata’s approach. Find out: How to define NRR and GRR and why it’s important The challenges affecting NRR and GRR How Metadata prioritize customer retention 0:00 – 0:27 – Introduction 0:27 – 2:49 - Jason’s wacky episode idea 2:49 – 4:37 - Customer retention is unfamiliar territory 4:37 – 5:53- Let’s define NRR and GRR 5:53 – 7:22 - Why NRR AND GRR? 7:22 – 10:41 - Best-in-class retention 10:41 – 18:03 - Why Metadata prioritize retention 18:03 – 20:55 - The company’s number one goal 20:55 – 28:59 - How Metadata are supporting NRR and GRR 28:59 – 30:12 - Creating content that helps us overcome objections 30:12 – 36:31 - Another funny story from Jason 36:31 – 41:04 - Leveraging playbooks (and marijuana water) 41:04 – 42:01 – Outro