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
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
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
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. “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
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. 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
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. HERE’S HOW WE DO IT AT KISSMETRICS
#Kisswebinar
We’ll focus from
here on down for
this presentation
Sales funnel
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. #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. 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. 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. 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. LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation
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