AI, segmentation, and deep links: How Babbel powers CRM – Alejandro Hernandez (Babbel)

Apptivate: App Marketing Explained

Alejandro Hernandez, Senior CRM Notifications and Lifecycle Specialist at Babbel, explains how AI and human creativity intersect to drive retention in language learning. He shares how Babbel uses ecosystem segmentation, predictive models, and deep links to re-engage millions of learners worldwide. From predicting churn with behavior signals to ensuring that every push notification feels like a supportive nudge rather than spam, Alejandro shares his thoughts on the CRM strategies that lead to habits -- not hassle.

Questions Alejandro answered in this episode:

• What is Babbel, and what role does CRM play in its learning ecosystem?
• How does an ecosystem approach to segmentation help map multiple user journeys?
• What signals does AI track to predict churn and reactivation opportunities?
• How does Babbel blend AI-driven insights with human empathy in its messaging?
• What role do deep links play in removing friction between a notification and action?
• How does Babbel balance engagement without overwhelming users?
• Why is CRM more than marketing, and what role does it play in habit formation?
• What advice does Alejandro give to new CRM specialists entering the field?
• What’s the most overlooked opportunity in mobile lifecycle marketing?

Timestamps:

• (0:00) – Intro; Alejandro’s role and Babbel overview
• (3:30) – The ecosystem approach to segmentation: multiple user journeys
• (5:48) – How AI predicts churn and identifies user behavior signals
• (7:49) – AI vs human in copy: empathy, tone, and realistic learning nudges
• (9:10) – Preventing notification fatigue and balancing opt-outs
• (11:00) – Removing friction with deep links, and why they matter for busy users
• (14:32) – Balancing predictive intelligence with human creativity in messaging
• (17:03) – What CRM teams must do to prepare for an AI-driven future
• (18:45) – The overlooked role of CRM in mobile marketing strategy
• (20:01) – Advice for newcomers to CRM and lifecycle marketing
• (29:06) – Wrap-up: where to connect with Alejandro

Quotes:

• (6:16) – “AI is helping us detect signals like when a user who was practicing every day shifts to three times a week - that’s when we step in with personalized communication.”
• (9:45) – “If a user doesn’t respond to our first or second message, we stop. That silence is also a signal.”
• (11:50) – “Deep links are critical. If someone clicks to review yesterday’s lesson, we send them straight to it, not to the home page where they need extra taps.”
• (18:54) – “CRM is still underrated in mobile companies. Done well, it’s not a random push, it’s the difference between feeling interrupted and feeling supported.”

Mentioned in this episode:

• Babbel
• Alejandro on Linkedin