You’ve gotten a bunch of users to download your app. The next step is to turn your users into raving fans and repeat buyers. You want them to rely on your app, tell their friends, and eagerly await your next update. Many companies claim to offer tools that allow you to easily manage and market to your customers, but few have the focus necessary to begin to understand the rapidly changing mobile landscape. Appboy is a pioneer of Mobile Customer Relationship Management. It was designed by developers with deep mobile expertise to help monetize apps and turn average users into a marketing and revenue building machine. Learn from their best practices and hear case studies on how to keep the users that you’ve acquired actively engaged all day, every day. Presented at AppNation 4 as part of the Developer Bootcamp series on December 11, 2012 by Bill Magnuson (@billmag), Co-Founder and CTO of Appboy.

1. Driving Mobile App Revenue
and User Engagement with
CRM and Marketing
Bill Magnuson (@billmag)
Co-Founder & CTO, Appboy
bill@appboy.com
http://slideshare.net/BillMagnuson

2. Why Does This Matter?
• The revenue story is
lopsided. Half of US
App Store revenue in
November went to the
top 25 developers.
• Developers who market
effectively have a big
advantage.
• Mobile revenue is still
an unsolved problem.

3. Understand and Engage
Effective app management is
an ongoing effort.
1. Collect – Get all of the
Collect
data you can.
2. Analyze – Once you have
your data, you need to
analyze it to inform future
efforts. Act Analyze
3. Act – Take action based on
your analysis.
4. Repeat.

4. User Identity
Understanding your user
base is key to keeping
them engaged.
• Engaged users make in-
app purchases, share
your apps and develop
product loyalty.
• High quality
monetization
opportunities require
data-driven targeting.

5. App Usage and Sales
• Correlating usage changes and sales with marketing and
upgrades is key to measuring your efforts.
• Helps steer your product roadmap and forecast the
effectiveness of monetization ideas.

6. Principles for
Taking Action

7. Target, don’t Spam
• Maximize your signal-to-noise ratio with targeting.
Your users will reciprocate the respect.
• Use drip campaigns and event driven marketing to
capitalize on sales opportunities.
• Leverage the strengths of different communication
mediums (push, e-mail, in-app, social networks).

8. Stay Focused on LTV
Everything you do should be growing
your user base or increasing your
lifetime customer value (LTV).
• Grow your user base through app
store optimization, cross
promotion, advertising and install
campaigns.
• Increase LTV with customer
relationship management and
inbound marketing tools.

9. Be a Scientist
• Isolate your efforts, don’t try everything at once.
• Make sure you can measure the effectiveness of
actions before you make them.
• Learn from your peers.
• Experiment!
http://www.xkcd.com

10. Demo: Appboy User Targeting
Segment users based on
• Custom In-app events
• Demographics
• App usage
• Device and Software
Versions
• Social Network Profiles
Sample Segment

11. Demo: Appboy Campaigns
Schedule targeted ongoing
communication via:
• Push notifications
• Email
• In-app notifications
• News feed / In-app blog

12. Test Case: Handling Outages
• Timely communication helps eliminate negative app
store reviews. Pathway experienced a complete app
failure due to daylight savings time and made it out
with zero negative reviews.
• Tip: Use in-app messaging instead of push to avoid
telling users who won’t experience the problem.

13. Test Case: Kickstarter
• Your user base represents an
incredibly valuable resource –
attention. Leverage that
attention to succeed with
other products.
• The developer of Affix
successfully funded a
Kickstarter project for a new
app by advertising to his
existing user base.

14. More Ideas
• Use e-mail to move users from mobile-only to
your online presence.
• Target top social media influencers and
reward them for sharing.
• Market directly to funnel segments to get
users through registration or help them
discover new features.
• Keep your users exposed to new features and
monetization efforts by reminding them to
upgrade.

15. Driving Mobile App Revenue
and User Engagement with
CRM and Marketing
Bill Magnuson (@billmag)
Co-Founder & CTO, Appboy
bill@appboy.com
http://slideshare.net/BillMagnuson