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Be engaging: See how we drive engagement to increase conversion rates

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It’s never been more competitive and expectations have never been higher. Engaging your prospects and customers with timely, relevant content and features is more important than ever. Or they’ll get it elsewhere.

Join us for a webinar where you’ll learn how to:

Leverage behavioral data to segment and monitor your audience to know where you can improve and where you should focus
Amaze your prospects with perfectly timed and helpful messages as they go through the try, buy and use process
Learn how to build a loop of continuous improvement with tightly integrated analytics and engagement systems

Publicado en: Marketing
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Be engaging: See how we drive engagement to increase conversion rates

  1. 1. Be engaging. See how we drive growth with engagement automation. BRIAN KELLY, CEO ANDY WYATT, PRODUCT MANAGER
  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 Brian is the CEO of Kissmetrics. Prior to Kissmetrics Brian has a long history of managing companies and teams through growth phases from start-up to IPO. Brian’s expertise lies primarily in customer behavior analytics and marketing. BRIAN KELLY CEO, Kissmetrics @bkkelly
  4. 4. @kissmetrics #Kisswebinar @bkkelly
  5. 5. 1 What is Customer Engagement Automation 2 How we use CEA to be engaging and drive growth at Kissmetrics 3 Demo of Customer Engagement Automation by Kissmetrics HERE’S WHAT I’M TALKING ABOUT #Kisswebinar
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. en·gage occupy, attract, or involve (someone's interest or attention). synonyms: capture, catch, arrest, grab, snag, draw, attract, gain, win, hold, grip, captivate, engross, absorb, occupy BE ENGAGING #Kisswebinar en·gag·ing very attractive or pleasing in a way that holds your attention. "Sophie had a sunny personality that was very engaging" synonyms: charming, appealing, delightful, pleasant, agreeable, likable, winsome, enchanting, captivating
  8. 8. “We want to deliver the best experience possible at every step of the way. Help people along in a useful, contextual, timely manner —to earn respect and trust. That’s what we’re after. Not throwing stuff in their face. Not pushy. But present. Contextual. Helpful. I believe people will respond to that and that will make us successful in the long run.” BE ENGAGING #Kisswebinar
  9. 9. LOST MAN ON THE CORNER #Kisswebinar
  10. 10. Be engaging. Automating communications with your prospects and customers. Based on their behavior and profile attributes. To help make their experience better, more successful, and mutually beneficial. CUSTOMER ENGAGEMENT AUTOMATION - WHAT’S THAT? #Kisswebinar
  11. 11. KEYS COMPONENTS OF CUSTOMER ENGAGEMENT AUTOMATION #Kisswebinar Understand behavior - what’s going on, what’s not working and why Define and monitor the behavioral segments key to growth Be engaging based on behavior and profile attributes Rinse and repeat for continuous improvement
  12. 12. Introducing Customer Engagement Automation
  13. 13. Customer Engagement Automation Platform by Kissmetrics Understand what people do on your website and products. Analyze + Define and monitor your most important growth segments. Populations + Campaigns Create and send engaging behavior- based emails.
  14. 14. HERE’S HOW WE DO IT AT KISSMETRICS #Kisswebinar We’ll focus from here on down for this presentation Sales funnel
  15. 15. START WITH A SIMPLE FLOW THEN DIVIDE AND CONQUER #Kisswebinar Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Welcome! News… Hi there, You’re awesome… Hi there, Getting started guidelines… Hi there, Monthly newsletter…
  16. 16. UNDERSTAND WHAT’S GOING ON AND WHAT’S NOT WORKING #Kisswebinar Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… What are people doing along the way? Where do people drop out? What are the people doing that are converting? What do our best customers do?
  17. 17. TRACK AND UNDERSTAND BEHAVIOR ON YOUR WEBSITE AND IN YOUR PRODUCT Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… Analyze
  18. 18. Analyze Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… IDENTIFY DROP-OFFS AND BOTTLENECKS IN THE CRITICAL PATH
  19. 19. IDENTIFY THE KEYS TO SUCCESS — “10 FRIENDS IN 7 DAYS” Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… Identify your “7 friends in 10 days” scenario For us it was sending data, building and running a funnel report, building > 5 metrics within 14 days.
  20. 20. LAY THE KEY INDICATORS / DESIRED BEHAVIORS INTO THE FLOW #Kisswebinar Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Identify your “7 friends in 10 days” scenario For us it was sending data, building and running a funnel report, building > 5 metrics within 14 days.
  21. 21. DEFINE AND MONITOR YOUR KEY BEHAVIORAL SEGMENTS Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Populations
  22. 22. DEFINE AND MONITOR YOUR KEY BEHAVIORAL SEGMENTS Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Populations
  23. 23. DEVELOP BEHAVIOR-BASED CAMPAIGNS TO BE ENGAGING Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Campaigns
  24. 24. AUTOMATED EMAIL ENGAGEMENT BASED ON BEHAVIOR Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful… Campaigns
  25. 25. DEVELOP BEHAVIOR-BASED CAMPAIGNS TO BE ENGAGING Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Campaigns Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful…
  26. 26. MEASURE AND UNDERSTAND RESULTS—CLOSED-LOOP OPTIMIZATION Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, You’re awesome… Funnel report > 5 Metrics Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful… Analyze Result:12% increase in conversion
  27. 27. CONTINUOS OPTIMIZATION ACROSS THE LIFECYCLE #Kisswebinar Trial PurchaseSend us data Hi there, Here’s what to expect… Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful… Hi there, You’re awesome… Funnel report > 5 Metrics Now where are the opportunities to improve performance? Incorporated profile data with the behavioral data to improve engagement—job title
  28. 28. #Kisswebinar Trial PurchaseSend data Hi there, Here’s what to expect… Hi there, Here’s how you… Hi there, Did you know… Hi there, KPI’s are the most powerful… Hi there, You’re awesome… Funnel report > 5 Metrics Now, where are the opportunities to improve performance? Incorporated profile data with the behavioral data to improve engagement—job title—and personalize the email accordingly. C-level Marketer Dev Result:17% increase in conversions CONTINUOS OPTIMIZATION ACROSS THE LIFECYCLE
  29. 29. REFINE ENGAGEMENTS TO BE THERE WHEN NEEDED—ALWAYS HAPPY TO HELP #Kisswebinar Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… Continue to Analyze, Segment, Engage—rinse and repeat.
  30. 30. THINGS TO CONSIDER, AND TO LOOK OUT FOR Demo Trial Purchase Using Advocate Hi there, Here’s what to expect… Hi there, Getting started guidelines… Hi there, Welcome! News… Hi there, Monthly newsletter… Hi there, You’re awesome… Time of day / day of week Time between emails Subject line and body A/B testing Offer additional help via links or phone Ask for feedback Don’t get in their way Don’t inundate Be clear, concise and compelling Manage opt-outs Other email best practices in our blog
  31. 31. Customer Engagement Automation Platform by Kissmetrics Understand what people do on your website and products. Analyze + Define and monitor your most important growth segments. Populations + Campaigns Create and send engaging behavior- based emails.
  32. 32. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation
  33. 33. Demo with Andy CEA LIVE AND PERSONAL
  34. 34. foKissmetrics Overview ANDY WYATT
  35. 35. ANDY WYATT Product Manager, Kissmetrics awyatt@kissmetrics.com
  36. 36. KISSMETRICS #Kisswebinar Kissmetrics helps you to seamlessly analyze, segment and engage your customers all from within one platform.. 2008 Founded 900 Customers 36 Employees Headquartered in San Francisco, California Backed by Polaris Partners, True Ventures, and Azure Capital Partners
  37. 37. KISSMETRICS PEOPLE #Kisswebinar
  38. 38. KISSMETRICS ANALYZE #Kisswebinar
  39. 39. KISSMETRICS ANALYZE #Kisswebinar
  40. 40. KISSMETRICS POPULATIONS #Kisswebinar
  41. 41. KISSMETRICS POPULATIONS #Kisswebinar
  42. 42. KISSMETRICS CAMPAIGNS #Kisswebinar
  43. 43. KISSMETRICS CAMPAIGNS #Kisswebinar
  44. 44. KISSMETRICS PRICING #Kisswebinar
  45. 45. KISSMETRICS PRICING #Kisswebinar THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? ANDY WYATT Product Manager, Kissmetrics awyatt@kissmetrics.com

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