Try Autopilot free: https://autopilothq.com/free-trial.html Learn how to use marketing automation and customer journey marketing to grow and scale your business, fast with Autopilot's CMO & Head of Growth, Guy Marion. This presentation was given in London and Amsterdam at Growth Marketing Conference.

1. Secrets to Automating
Your Growth Engine
GUY MARION
CMO & Head of Growth @ Autopilot
GMC London, May 9, 2017

2. This is Autopilot
Empowering marketers to create remarkable customer journeys
@AUTOPILOTUS

3. @GUY_MARION
Apr-15 Jun-15 Aug-15 Oct-15 Dec Feb-16 Apr-16 Jun-15 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17
This is how we’re growing…
18% MoM revenue growth
40,000+ trials
3,500+ customer adds

4. 4
Why automate?

5. 5
“beautifully simple”“zero learning curve” “empowering”
#SaaS
1) Differentiate On Experience

6. 6
Monetization
Engagement /
Retention
Virality
Simon Knapp
@simonknapp
I’ve signed up to trial over 500 apps
over last 5 yrs so I’m not easily
impressed. But @autopilotus just blew
me away! Best onboard ever!
#SaaS
2) Grow Leads and Customer Lifetime Value

7. 6 Steps to Automating Your Growth Engine
1
Map the customer journey
Automate lead capture
Personalize key moments
Get a quick win
3
2
4
5
6 Track, optimize, and improve
Build a killer stack

8. Customer Journey Automation
Subscription Billing Predictive Scoring + AttributionCRM
Events & Product Data Usage Funnel & Analytics
Content & CRO
Forms & Lead Capture Email, In-app, SMS, Slack
Tech Stack
@AUTOPILOTUS
Step #1

9. Acquire • Lead follow up
• Lead routing
• Onboarding
Nurture
Grow
• Lifecycle nurture
• Reactivation
• Lead scoring
• Events & webinars
• Newsletters
• Cross-sell
Step #2
Map the Customer Journey

10. @AUTOPILOTUS

11. @AUTOPILOTUS
Example: Lifecycle nurturing has resulted in…
• 3x higher trial conversion rates
• 1.4x higher ASPs
• 75% increase in reactivation
pipeline in 6 months
• $70,000+ ARR won revenue

12. 75%
of leads are not ready
to buy today
#DoubleYourLeads
Step #3
Automate Lead Capture

13. @AUTOPILOTUS
Capture Leads With Magnets
Onsite messages Web forms

14. @AUTOPILOTUS
Qualify with Predictive Scoring
A Leads convert at
2.1x average, and
14.6x more than D.

15. @AUTOPILOTUS
Online Direct Sales
57% of trials
23% of New MRR
13% of trials
35% of New MRR
Velocity
30% of trials
42% of New MRR
New Lead
Assign Qualified Leads to Sales
<2,500 2,500 - 50k 50k+

16. of consumers are
turned off by
generic marketing
72%
Personalize key moments
Step #4

17. Forward-thinker seeking
flexibility, execution, and TCO.
Frustrated email marketer who needs
better targeting and channels.
Passionate early adopter who needs
efficiency and agility to scale.
Growth Gary Email Emily Executive Ellie
@AUTOPILOTUS

18. @AUTOPILOTUS
Usage-triggered nudges
88% 24%
open rate response rate

19. @AUTOPILOTUS
Nurture email follow up
81% 19%
open rate response rate

20. @AUTOPILOTUS
Review Request
61% 13%open rate click rate
Ask Promoters
(NPS >8) to write a
review on GetApp

21. @AUTOPILOTUS
Data
enrichment
email
Target and engage
small vs. large
customers differently

22. @AUTOPILOTUS
Step #5
A Quick Win: New User Onboarding

24. @AUTOPILOTUS
Step #6
Track, Optimize, and Improve Results
Salesforce
Leads, Customers, $
Autopilot Mixpanel
Journeys & Content Conversion Funnels

25. 6 Steps to Automating Your Growth Engine
1
Map the customer journey
Automate lead capture
Personalize key moments
Get a quick win
3
2
4
5
6 Track, optimize, and improve
Build a killer stack

26. Guy Marion
CMO & Head of Growth
@guy_marion
@autopilotus
autopilothq.com
blog.autopilothq.com
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