Des Traynor of Intercom: Churn and retention are the new conversion and should be treated as such
b'It\\u2019s been almost four years since I spoke with Adobe\\u2019s Kevin Lindsay about how companies focus the overwhelming majority of their marketing resources on customer acquisition activities vs. customer retention. And during this week\\u2019s Inbound Conference put on by HubSpot, it appears that this is still the case, according to Des Traynor, cofounder and Chief Strategy Officer of Intercom, a messaging platform that helps businesses connect with customers.\\n\\nTraynor\\u2019s session at Inbound on the importance of focusing marketing efforts more on retention is even more critical today than it was four years ago, as more products and services are bought via subscriptions \\u2013 where companies have to deliver enough value each month to keep customers on board. And it\\u2019s that behavioral switch to subscribing vs outright purchasing which means retention takes on a whole new level of importance in your marketing efforts.'