Episode 54 - Catch Up?
Tom Burrell
June 20, 2025
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Welcome to episode 54 of the Retention Blueprint!
Every 6 episodes, I summarise the previous 5, so if you missed one, you can read the description and click the link to read the full episode in the archive.
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📰 Episode 49: Retention in B2B SaaS
In this episode I dig into what really drives retention in B2B SaaS - joined by three heavyweights who’ve seen it all. From Clare Knight’s emphasis on onboarding as change management, to Ramli John’s insight that great onboarding can 2–3x retention in just nine weeks, to Mike Migliore’s view that retention starts at proposition design - this episode is packed with practical, cross-functional wisdom. Even if you’re not in SaaS, the takeaways on onboarding, team alignment, and habit formation will shift how you think about retention across any business model. Don’t miss this one.
📰 Episode 50 - Agentic AI part 1: Definitions & Market Growth
In this episode we kick off a three-part deep dive into Agentic AI - the next seismic shift in customer retention. Unlike traditional AI or workflows, Agentic AI acts autonomously: it defines goals, plans strategies, adapts in real time, and even collaborates with other AI agents across your martech stack. This is more than automation - it’s outcome-driven intelligence that could soon design and execute entire retention strategies on its own.
📰 Episode 51 - Agentic AI part 2: Retention Use Cases
In this episode we dive deep into how Agentic AI will completely reshape customer retention. From proactive churn prevention to digital twin account managers, this episode unpacks 10 real-world use cases where AI doesn’t just assist - it acts autonomously.
📰 Episode 52 - The 1st Birthday Edition
In episode 52 of The Retention Blueprint, we hit pause on our Agentic AI series to celebrate one year of this newsletter and reflect on the most impactful ideas we’ve explored so far. From the core mechanics of the retention hierarchy of needs to how customer love fuels long-term growth, this episode is a curated greatest hits - covering CLV, value realisation, and why retention always beats acquisition when done right. It’s also a thank you to you, the 2,000+ readers who’ve joined since episode 1. And there are birthday caps and course discounts up for grabs.
📰 Episode 53 - Agentic AI part 3: Organisation
In episode 53 of The Retention Blueprint, we wrap up our 3-part series on agentic AI by exploring the real challenge ahead: organisational transformation. While the tech is evolving fast, adoption is lagging - mostly due to human resistance and fear of losing control. I lay out seven key shifts winning brands will need to make, from redesigning processes to embracing an “AI-first” mindset. If you want to lead in a world where AI drives retention, not just supports it, you’ll need to act fast - the window for first-mover advantage is closing.
Until next week,
Tom
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