3 smart ways to automate personalized communications based on user behavior
TRANSCRIPT
1
WEBINAR
Thurs, April 23, 2015 11:00AM PDT
3 Smart Ways to Automate Personalized Communications Based on User Behavior
2
ASK US ANYTHING
#smartmarketing @autopilotus
@segment @pandadoc
#smartmarketing
3
TODAY’S SPEAKERS
Mike Sharkey
CEO and Co-founder, Autopilot
@michaelsharkey
Diana Smith
Dir of Marketing, Segment
@segment
Serge Barysiuk
CTO, Pandadoc
@sbarysiuk
Lauren Alexander
VP of Marketing, Pandadoc
@lauren_alex
#smartmarketing
4
MARKETING AUTOMATION AND THE CUSTOMER JOURNEY
5
SAVVY MARKETERS DRIVE 2X THE LEADS
#smartmarketing
6
The ability to automate and personalize your marketing based on how customers use your product or
engage your website and content
WHAT IS BEHAVIOR-BASED MARKETING AUTOMATION?
WHAT IS AUTOPILOT?
Multi-channel marketing automation software
Automate your email, sms, direct mail or CRM touchpoints throughout the customer journey
8
ATTRACT Turn strangers and contacts into leads
ACQUIRE Convert leads
into sales
GROW Grow revenue and customer loyalty
1 2 3
Nurture
WHY LIFECYCLE MARKETING AUTOMATION
#smartmarketing
9
Visits a website Browses pricing Reads a blog postFills out form and becomes “known”
Tries the product
User clicks an ad1
2 3 4 5
7
8 Chooses not to buy, goes to Nurture
CONNECTING THE CUSTOMER JOURNEY
#smartmarketing
Clicks an email6
10
ABOUT SEGMENT
#smartmarketing
Send your data to 150 marketing and analytics tools with the flip of a switch.
11
EXPLAINING SEGMENT
#smartmarketing
Build a best in class marketing stack.
Don’t wait for engineers to try new tools.
Test similar tools against each other.
12
HOW SEGMENT WORKS
#smartmarketing
John Completed
Order
Jane Signed
Up
13
HOW SEGMENT WORKS
#smartmarketing
John Completed
Order
Jane Signed
Up
14
HOW SEGMENT WORKS
#smartmarketing
Jane Signed
Up
John Completed
Order
15
3 Awesome Examples of Behavior Based Marketing Automation
16
CONNECTING SEGMENT TO MARKETING AUTOMATION
#smartmarketing
Events
Your App
Segment Apps
Marketing automation
SMS
Postcards
CRM
17
DEMO
#smartmarketing
18
Grow product adoption with positive reinforcement
#1
19
DEMO
#smartmarketing
20
EXAMPLE: TRACKING CODE SUCCESSFUL
#smartmarketing
Praise for positive behavior
Encouragement to complete the next most likely behavior
21
EXAMPLE: SEGMENT POST-SIGNUP EMAIL
#smartmarketing
Trigger: Sent Data
Goal: Delight Users
Open Rate: 68%
22
EXAMPLE: SEGMENT INTEGRATION SUCCESS EMAIL
#smartmarketing
Trigger: 1 Integration
Goal: 3 Integrations
Open Rate: 68%
Conversion Rate: 26%
23
MORE EXAMPLES
#smartmarketing
24
Free 30 Day SaaS Trial (Autopilot)
#2
25
1. Behavior milestone: publish 1st journey
2. Influence behavior with personalized touch points
3. Goal: 40% activation rate
Customers who publish first journey are >2X more likely to convert to paid
Codify the product tips, automated emails, and time-based calls to offer max value
Improve performance by tracking real-time activation funnel
OBJECTIVES
#smartmarketing
26
TRIAL JOURNEY
Active
Inactive
#smartmarketing
Day 1 Day 2 Day 7 Day 14 Day 23 Day 30 Day 33
Account Review
1 Week LeftExpires today
Will you share why?
WelcomeNew User
Group Demo
27
PRO TIPS
#smartmarketing
• Active CTR: 8.3% • Inactive CTR: 3.1%
HTML for branded content Text to elicit responses
• 10% of trials reply (!) • 4% CTR (inactive & active)
28
TRIAL FUNNEL
#smartmarketing
Sign Ups Activations Customers
28%
11%
Expansions
55% of activated
25% of customers
# of monthly trials
29
How PandaDoc activates new users automatically
#3
30
PANDADOC: SMART DOCUMENT AUTOMATION FOR SALES
#smartmarketing
Challenge: Overwhelmed with inbound sign-ups. We were not
set-up to identify who was signing up, why they were there, and
therefore could not prioritize our follow up efforts.
Goal: Tailor the customer journey to activate users fasters &
engage with highly personalized communication tracks based
on activity and interest in one of four distinct features:
• Document created • Document signed • Content library activated • Member added
31
PANDADOC’S APPROACH
#smartmarketing
DON’T • Be pushy or forceful
• Inauthentic
• Un-useful
DO • Be human
• Listen first
• Be helpful
• Be flexible
32
USER JOURNEY
#smartmarketing
33
ACTIVATION JOURNEYS BASED ON BEHAVIORAL HISTORY
#smartmarketing
34
USER JOURNEY
#smartmarketing
35
Key Takeaways
36
WEBINAR TAKEAWAYS
#smartmarketing
• Personalizing and automating your marketing is easy - increase performance
based on how customers use your product or engage your website and content
• Grow your product adoption - by positively reinforcing the right behaviors and
offering tips to help overcome negative behaviors
• Convert trialists into paid customers automatically by guiding people towards
behavioral goals using personalization to maximize engagement
38
GET IN TOUCH
autopilothq.com blog.autopilothq.com
@autopilotus
[email protected] [email protected]
segment.com segment.com/blog
@segment
[email protected] [email protected]
pandadoc.com pandadoc.com/blog
@pandadoc