How Behavior Based Marketing Cut This Startup's Onboarding Time in Half
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1 Webinar Liftoff: September 3, 2015 @ 9am PDT How Behavior Based Marketing Cut This Startup’s Onboarding Time in Half
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Webinar Liftoff: September 3, 2015 @ 9am PDT
How Behavior Based Marketing Cut This Startup’s Onboarding Time in Half
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ASK US ANYTHING
#smartmarketing @autopilotus @getnarrative
@segment
#smartmarketing
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TODAY’S SPEAKERS
Jake Peterson
VP Success, Segment
@DirtyAnalytics
Sarah Massengale
Community Manager, Narrative
@uSweSarah
Guy Marion
CMO, Autopilot
@Guy_Marion
#smartmarketing
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ABOUT NARRATIVE
#smartmarketing
The startup behind Narrative Clip, the world’s most wearable camera
Born from a successful Kickstarter campaign in 2012
ABOUT AUTOPILOT
The easy and visual way to automate your customer’s journey using email, sms, and postcards.
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SAVVY MARKETERS DRIVE 2X THE LEADS
#smartmarketing
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WHAT IS BEHAVIOR-BASED MARKETING?
It’s about personalizing and automating your marketing based on how users engage your app and content
Sally signs up for a new service
Segment syncs the signup event from your app to Autopilot
Your system delivers a series of personalized emails, messages, and notifications based on her actions
Sally tweets about her awesome onboarding experience
#smartmarketing
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ABOUT SEGMENT
#smartmarketing
Everyone wants a best in class marketing stack
Try new tools without waiting for engineers
Test similar tools with the flip of a switch
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HOW SEGMENT WORKS
#smartmarketing
John Completed
Order
Jane Signed
Up
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HOW SEGMENT WORKS
#smartmarketing
Jane Signed
Up
John Completed
Order
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HOW SEGMENT WORKS
#smartmarketing
John Completed
Order
Jane Signed
Up
Demo
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KEY STEPS TO OPTIMIZING YOUR ONBOARDING FUNNEL
#smartmarketing
Identify 3 - 5 important events
Split into discovery, acquisition, and activation phases
Personalize based on key customer segments
A/B test and optimize problem areas
Choosing what to track is an art — too few events and you may miss a key action; too many and it gets really noisy.
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Narrative’s Onboarding Journey
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THE CHALLENGE
#smartmarketing
Improve onboarding
Prevent churn
Reactivate churned users
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THE TASKFORCE
#smartmarketing
Marketing CEOCustomer CareProduct
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THE APPROACH
#smartmarketing
• Define Success: how do we measure onboarding and churn?
• Customer Research: a) identify data usage patterns, and b) phone-based user feedback
• Technology: identify solutions for tracking behaviors and for automating marketing
• Content: targeted at inactive and active users. Develop and repurpose existing content
• Automation: created journeys in Autopilot personalized with events from Segment
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KEY MOMENTS
#smartmarketing
1 Register Device 2 Log in on mobile 3 Upload 300 photos
19#smartmarketing
Goal: Download mobile app and upload 300 photos within 2 days
Activation Welcome Personalization Nurture
Inactive
Partial
Partial
Active
A QUICK GUIDE TO HOW NARRATIVE WORKS
Inactive
Partial
Partial
Active
Demo
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NARRATIVE’S TAKEAWAYS
#smartmarketing
Take a holistic view of the customer journey
Narrative cut new user onboarding time in half using personalization
Focus on user retention from day one
22#smartmarketing
Claim one of 250 Narrative Clips!
San Francisco | Sept 15-18 | Booth N1842
@
https://autopilothq.com/df-2015.html
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autopilothq.com blog.autopilothq.com
@autopilotus
[email protected] [email protected]
segment.com segment.com/blog
@segment
[email protected] [email protected]
getnarrative.com blog.getnarrative.com
@getnarrative
QUESTIONS?
