Getting your prospects to pay attention is one thing and getting them to buy is a long way from that. Understanding the customer journey and reacting in the right way, at the right time is key to solid customer acquisition.
In this webinar, you'll learn how to use Kissmetrics to spot key trends in the journey, define segments that matter and target those segments with the right messages at the right time--to win their business.
You’ll learn how to use Kissmetrics to:
Segment your audience to focus on the prospects that matter the most
Target your best segments with the help of Kissmetrics
Engage your best segments at the most impactful time to win their business
3. Brian began his career at Teradata, analyzing consumer data
for Proctor & Gamble. Then he built an analytics tools company,
which was acquired by PeopleSoft. Later, he was the CEO of
Quantivo, one of the first large-scale cloud-based analytics
platforms. So he understands what it takes to build an analytics
solution that people love.
Brian Kelly
CEO, Kissmetrics
@bkkelly
4. 1 The sales funnel is not the customer journey
2 Define key segments in your customer journey
3 Track, measure, improve - - rinse and repeat
How to leverage the customer journey to drive growth
#Kisswebinar
4 Key takeaways and Q&A
5 How Kissmetrics can help
7. #Kisswebinar
Old funnel
Marketing
Sales
CS
➔ Top-heavy on resources, not ROI
➔ Customers entered the product late
➔ Next “lead” gets more focus than “customers”
➔ No significant product or LTV influence in stages
➔ Riddled with “throw it over the wall” and
finger pointing
Typical Customer Journey Funnel
The Old Way
8. #Kisswebinar
New funnel
Sales
CS
Growth Marketing
Sales
CS
The Modern Customer Journey Funnel
➔ Lines across the funnel have blurred
➔ More attention and care--or expect churn
➔ Deeper understanding of behavior, and better
treatment is required--or bye-bye
The New Way
A new approach is required to drive growth
9. Mapping your Customer Journey to your Growth Cycle
Webinar
sign-up
Webinar
attended
Email not
opened
Demo
3 unanswered
calls
Free trial
No login
Started using
Not using key
features
Purchased
Case study
download
5 support
calls
Heavy use
excited
Usage slowing
Additional
users
Upgrade!!!
Not adopting new
features
10. Webinar
sign-up
Webinar
attended
Email not
opened
Demo
3 unanswered
calls
Free trial
No login
Started
using
Not using key
features
Purchased
Case study
download
5 support
calls
Heavy
use
excited
Usage
slowing
Additional
users
Upgrade!!!
Not adopting
new features
MARKETING SALES CS
Mapping your Customer Journey to your Growth Cycle
11. Webinar
sign-up
Webinar
attended
Email not
opened
Demo
3 unanswered
calls
Free trial
No login
Started
using
Not using key
features
Purchased
Case study
download
5 support
calls
Heavy
use
excited
Usage
slowing
Additional
users
Upgrade!!!
Not adopting
new features
MARKETING SALES CS
GROWTH MARKETING
Mapping your Customer Journey to your Growth Cycle
12. Mapping your Customer Journey to your Growth Cycle
Webinar
sign-up
Webinar
attended
Email not
opened
Demo
3 unanswered
calls
Free trial
No login
Started using
Not using key
features
Purchased
Case study
download
5 support
calls
Heavy use
excited
Usage slowing
Additional
users
Upgrade!!!
Not adopting new
features
13. Key Segments: Start with the Milestones
Webinar
sign-up
Webinar
attended
Email not
opened
3 unanswered
calls
No login
Case study
download
5 support
calls
Usage
slowing
Not adopting new
features
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
expansion
users Advocate!
Inactive
Trial
23. Capture all
behavioral data
from apps and
websites
Analyze
Behavioral
analytics
Campaigns
Engage people based
on behavior
Populations
Define and
track key
segments
25. Work with your customer journey
1. Define and monitor key segments
2. Engage and interact with individuals
3. Measure, analyze, optimize...rinse and repeat