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Sell more churn less: Learn the power of analytics-based customer engagement

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As customer engagement automation evolves, the line between analytics and behavioral notifications has begun to blur. In this webinar, we will explore the current customer engagement ecosystem and provide some best practices for eCommerce and SaaS business.

You will learn how to define the right behavioral triggers for your business and use them to increase conversions and retention, and decrease churn.

Find out why collecting an email address on entrance or exit can lead to more net customers through smart behavioral targeting
Turn your dead leads into live customers using smart segmentation for optimal engagement automation
Learn how to identify customers likely to churn, and what to say to them to keep them customers

Publié dans : Marketing
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Sell more churn less: Learn the power of analytics-based customer engagement

  1. 1. Sell More, Churn Less Learn the power of analytics-based customer engagement RYAN KOONCE, CEO, MAMMOTH GROWTH
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen As CEO of Mammoth Growth, Ryan works with his team to help clients leverage data to drive growth. He is also Executive Chairman of Attributionapp.com, a SaaS platform providing multi-touch attribution, and Managing Director of Roaring Bull Studios, a social game studio. RYAN KOONCE CEO, Mammoth Growth @RyanKoonce
  4. 4. www.MammothGrowth.com #Kisswebinar @RyanKoonce
  5. 5. 1 Section One - Introduction What is Behavioral Why Behavioral is more relevant than ever Quick Identify and Track Primer Behavioral Notification hannels SaaS Notification Customer Journey 2 Section Two - Analytics & Behavioral Notifications 3 Section Three - Questions TABLE OF CONTENTS #Kisswebinar
  6. 6. What the heck is “BEHAVIORAL”? BUZZWORD BLAST #Kisswebinar Before: Load, Spray, and Pray Now: Real time, Identity and Trigger based We have almost reached the promise of 1:1 Marketing.
  7. 7. WHY NOW? CROSSING THE CHASM #Kisswebinar Wide adoption of Identify and Track data models make it easy to build profiles around users and track their actions.
  8. 8. IDENTIFY AND TRACK PRIMER #Kisswebinar Identify Traits Name Address Company Title Plan Shoe Size Member Level Lifetime LTV Track Events Visited Landing Page Signed Up Chose a Plan Viewed Item Added Item to Cart Completed an Order Invited a Friend Shared a Post
  9. 9. We don’t need engineers to “pull lists” for us anymore! #Kisswebinar We’re talking to you dot com 1.0 ESPs
  10. 10. But… We do need a unique identifier #Kisswebinar That we can use to communicate (Hint: Email or Mobile Phone!)
  11. 11. REACH OUT AND TOUCH SOMEONE #Kisswebinar More Behavioral Notification Channels then Ever Before Email Text / SMS In-App Notifications Chat (real people or bots) Popups / Modals Tooltips Phone
  12. 12. Analytics + Notifications = More Conversions MERGING MARTECH #Kisswebinar Analytics providers are now offering notifications. Notification providers are now offering better analytics.
  13. 13. Either Way #Kisswebinar You win.
  14. 14. HYPOTHETICAL SAAS BUSINESS #Kisswebinar ACME WIDGET TOOL CO. Subscription Service 14 Day Free Trial Monthly Billing, Cancel Anytime Integration Required
  15. 15. WHAT WE KNOW #Kisswebinar From Our Analytics • Visitors that hover over on the Enterprise plan >5 seconds are more likely to convert • Email submission on exit pop is more likely to occur if the pitch matches the customer persona • Users that complete their integration within the first 7 days are more likely to convert to paid • Users that don’t interact with the app at least 2x per week are 5x more likely to churn • Users that agree to a 15 minute training are 10x more likely to activate a plan
  16. 16. Behavioral is #Kisswebinar a combination of triggers and segments
  17. 17. ACME WIDGET TOOL CO. #Kisswebinar SaaS Behavioral User Journey Visited Site Viewed Plans Hovered on Enterprise Plan > 5 Seconds Exit Intent Fire Enterprise Exit Pop w/ Email Submit Field Email SubmittedIdentify UserAugment Data Update Identify Fire Chat Widget Contextual Chat Exit Pop Presented Started Free Trial Send Welcome Email Viewed Dashboard Send 2nd Welcome Email Didn’t open, 1 day passes Alias Anon Info
  18. 18. SAAS EXAMPLE #Kisswebinar Activated Plan Viewed Dashboard Integration Not Completed 2 days pass Next Integration Step Tooltip Integration Step Completed Integration Tutorial Email Sent Email ClickedIntegration Completed Step Property App Interaction 2 days pass Feature Highlight Email Sent 2 days pass CSR Call Training Completed
  19. 19. SUMMARY #Kisswebinar You will increase conversion and decrease churn with behavioral notifications. 1. Instrument your app for identify and track 2. Build reports that that give you insight into behavioral segments 3. Connect notifications to those triggers and segments that provide yield 4. Buy boats and Ferraris (or go raise more money)
  20. 20. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? RYAN KOONCE CEO, Mammoth Growth @RyanKoonce ryan@mammothgrowth.com

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