How Product and Marketing Co-own the Signup Onboarding: Why the push from product and marketing works great for us

A talk by Martin Gontovnikas
VP, Marketing & Growth, Auth0

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About this talk

Every product wants to be sticky and retain users. If you look at retention curves from most products, you’ll see there’s a critical moment where your users will either love your product or leave it and never come back: the OnBoarding. The only problem is that creating a good OnBoarding experience is hard. Really hard. And everybody has opinions on it: Should you drive users to your product directly? Should you guide them step by step? Should you connect them with a human to help them out?

In this talk, I’ll share some of the pitfalls we made at Auth0 while working on the OnBoarding and how we found a new way of working together between Growth Marketing and Growth Product to drive both revenue and user delight.

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Martin Gontovnikas

Martin Gontovnikas, a.k.a Gonto, is a software engineer at heart that moved to the “dark side” and is now VP of Growth and Marketing at Auth0. With this career transition, he found a way to combine his 2 passions by applying his “engineering thinking” model to Marketing.

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