S 01 | Ep 45 How to Thrive in the Ever - Changing Landscape of Social Media Marketing Miruna Draghici grew Planable from 50 to 66 , 000 customers as CMO , which gives her a useful vantage point on what actually works in B2B marketing when you are both resource - constrained and marketing to marketers who can see through every tired tactic . In this episode Miruna describes a simple cold / warm / hot framework that forces every campaign to answer the question " what does this audience already know about us ?" before deciding on messaging . An AI feature launch means something completely different to an existing power user than it does to someone who has never heard of the product . On product adoption , she makes the counterintuitive point that churn prevention starts at onboarding , not at the renewal conversation . By the time someone is leaving , the decision is already made . The first two or three months of usage determine whether a customer ever builds the habits that make the product sticky . She also talks about building in public as a content strategy , specifically the lift - conversion effect of showing what is actually happening behind the scenes rather than producing polished thought leadership .