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Into the Mind of the
Growth Marketer
Guillaume “G” Cabane - VP of Growth, Segment
Derek Skaletsky - Head of Product & Succ...
Derek Skaletsky
Head of Product & CS, Kissmetrics
Guillaume Cabane
VP of Growth, Segment
Derek heads both Product and
Cust...
1. Latest news from Kissmetrics
2. Personalization for the 95% - Guillaume
3. Q&A
Agenda
Kissmetrics -
people-based,
marketing analytics
for the masses
The new, new Kissmetrics
Knowtify
customer
engagement
platform
launches out
of Techstars
The new, new Kissmetrics
The new, new Kissmetrics
+
Kissmetrics
acquires
Knowtify
The new, new Kissmetrics
Kissmetrics:
Customer Engagement Automation
Give modern marketers the best shot possible
at increasing their engaged custo...
Kissmetrics:
Customer Engagement Automation
Interest
Acquisition
Activation
Engagement
Advocacy
The new Growth
marketer is...
Kissmetrics:
Customer Engagement Automation
Take
action
Truly
understand
Customer
engagement
Kissmetrics:
Customer Engagement Automation
Take
action
Truly
understand
Customer
engagement
Populations.
Create and monitor
important business
segments.
Kissmetrics:
Customer Engagement Automation
Analyze.
Understand how your doing
& discover opportunities to
drive more engagement.
Kissmetrics:
Customer Engagement Aut...
Campaigns.
Drive engagement with
beautiful, automated
behavioral emails.
Kissmetrics:
Customer Engagement Automation
Campaigns.
Kissmetrics:
Customer Engagement Automation
Populations. Analyze.
Guillaume “G” Cabane
VP OF GROWTH AT SEGMENT
Personalization
for the 95%
TL;DR: More money. More money!
Moar money! Moarrr money!
Our solution
3
Help companies collect, unify, and act on their data.
Unify
Centralize, store, and manage
your data in one ...
Waking up:
The Homeloc story
My Homeloc Story
5
6
PriceSensitivity
Product Expectations
Our Average Customer Had These Needs
7
PriceSensitivity
Product Expectations
Our Real Customer Had These Needs
8
Think Different
I am not a genius
marketer who can find
that single perfect
message.
9
Personalized Ads
Campaign structure &
personalized ads
Personalized Landing
Pages
A B
CD
Same generic
experience
10
A
B
Optimized Landing Pages
INCREASE 

IN
11
3X
So I started to 

think differently.
What if I created a
message 

for each individual?
12
We Need More Leads
14
“Build It And They Will Come.”
But Why Do They Leave?
of your visitors
do not convert
into leads.
95%
15
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
...
16
Your Audience
Does Not
Understand You
Problem:
Your Audience
Does Not
Understand You
Problem:
Cognitive Load Conversion...
Find The Best Message
Through A/B Testing?
17
“Stream data to every Product integration your team needs.”
0
7.5
15
22.5
30...
Find The Best Message
Through A/B Testing?
18
“Stream data to every Marketing integration your team needs.”
0
7.5
15
22.5
...
You Need To Know More
About Each Individual
Moar Data = Moar Leads = Moar Money
Your Audience
Does Not
Understand You
Prob...
20
Email Based
Enrichment Opens
Better Onboarding
Flows
Your Audience
Does Not
Understand You
Problem:
21
Real-Time Enrichment
Your Audience
Does Not
Understand You
Problem:
Enrich data in real time
Use Enrichment services to...
22
Your Audience
Does Not
Understand You
Problem:
EXTREMELY TARGETED
NURTURING EMAILS
23
Extremely Targeted Nurturing Emails
24
Do logic conditions impact performance?
User Traits
Do logic conditions impact performance?
25
Do logic conditions impact performance?
User Traits
Do logic conditions impact
performance?
26
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
...
27
User Scoring
Scoring
28
Scoring
Model Performance
29
Leads with a “very good” customer fit
makes 80% of conversions while they
make less than 16% of leads....
30
High Score User
Piecing it all together
31
High Score User
Piecing it all together
32
33
of top score select
“want help”.
30%
How easy is it to get a
call afterwards?
Scoring
Using Email As The Key Is Easy
34
• There are many data providers
• Most marketing tools accept the resultant data
• No ti...
Automated Marketing: From Hard To Very Hard
35
Engagement
Signup
Activate
Conversion
Acquisition Website
Instant
Chat
Seco...
36
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
...
37
Discovering
Anonymous
Users
We Need
Another Key
Into The User
Data
Email IP Address
38
Discovering
Anonymous
Users
No Data? No Problem. Ip Lookup.
GET IP
ADDRESS
RETURNS DOMAIN
39
Discovering
Anonymous
Users
Start Learning
About Our Audience2
Key learnings
40
Discovering
Anonymous
Users
Start Learning
About Our Audience2
Key learnings
41
Discovering
Anonymous
Users
Applying Previous Lead
Scoring To Anon Users
GET IP ADDRESS COMPANY OBJECT SEND BACK DATA
R...
42
Discovering
Anonymous
Users
Applying Previous Lead
Scoring To Anon Users
43
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
...
Automated Marketing: From Hard To Very Hard
44
Using
The Data
Signup Email
Minutes
Activate
Conversion
Automated Marketing: From Hard To Very Hard
45
Using
The Data
Engagement
Signup
Chat
Seconds
Email
Minutes
Activate
Conver...
Automated Marketing: From Hard To Very Hard
46
Using
The Data
Engagement
Signup
Acquisition Website
Instant
Chat
Seconds
E...
47
Enrichment In Minutes
Enables Emails
Using
The Data
Finding Outbound Opportunities Within Anon Traffic
48
By joining Ip detection & company scoring
Using
The Data
COMPANY
OBJE...
49
Using
The Data
> 1,500
> 300
> 5000
New companies identified per week
Match our top score
New contacts identified per week
50
Using
The Data
Using
The Data
Using
The Data
Using
The Data
Email is good … but a
huge friction compared to
engaging directly with
the user on the site
Using
The Data
Enrichment In
Seconds
Enables
Livechat
Power Chat For High Score Visitors
55
By joining IP detection & company scoring
Using
The Data
COMPANY
OBJECT IF SCORE >0....
Using
The Data
Enrichment In
Seconds
Enables
Livechat
57
Using
The Data
58
Using
The Data
59
Using
The Data
25%
50%
75%
100%
Pageviews Generic chat Chat with company name
5X improvement by
injecting company name....
60
Using
The Data
Targeted Chat Has
Become The #4 Source Of
Opportunities In 1 Month
Using
The Data
Chat is good … but a huge
friction compared to
having the right content
directly on your site
62
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
...
63
Enabling
Dynamic
Web Content
Enrichment In

Mili-Seconds Enables
Dynamic Web Content
Showtime
64
Enabling
Dynamic
Web Content
Showtime
65
Enabling
Dynamic
Web Content
What Is The Scope Of Change?
66
Enabling
Dynamic
Web Content
Hero message
Signup CTA
Remove pricing link | customer fit
In...
Results At 3 Weeks
68
Combinations running live
Empowered the marketing & design teams
Early conversion rates are very, ve...
69
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
...
Hear the hottest growth tactics and strategies from the master
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Hear the hottest growth tactics and strategies from the master

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Guillaume Cabane is VP of Growth at Segment and certainly one of the leading true practitioners of the craft. He eats, sleeps and breaths growth and it’s awesome.

Kissmetrics is proud to partner with Segment and Guillaume to talk about what practicing growth can mean to an organization as well as the strategies and technologies that support that.

In this presentation you will:

Understand Guillaume’s overall approach to the growth practice
Learn how Guillaume approached and significantly accelerated the growth cycle at Segment by greatly increasing inbound lead to conversion velocity
See the key technologies required to drive growth and get a peak at Kissmetrics’ new platform for the first time.

Publicado en: Marketing
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Hear the hottest growth tactics and strategies from the master

  1. 1. Into the Mind of the Growth Marketer Guillaume “G” Cabane - VP of Growth, Segment Derek Skaletsky - Head of Product & Success, Kissmetrics
  2. 2. Derek Skaletsky Head of Product & CS, Kissmetrics Guillaume Cabane VP of Growth, Segment Derek heads both Product and Customer Success at Kissmetrics. He came to Kissmetrics via an acquisition of his customer engagement start-up, Knowtify in 2016. Guillaume is one of the earliest and most successful Growth marketers in the biz. His efforts have driven massive growth at several companies - including, now, Segment.
  3. 3. 1. Latest news from Kissmetrics 2. Personalization for the 95% - Guillaume 3. Q&A Agenda
  4. 4. Kissmetrics - people-based, marketing analytics for the masses The new, new Kissmetrics
  5. 5. Knowtify customer engagement platform launches out of Techstars The new, new Kissmetrics
  6. 6. The new, new Kissmetrics + Kissmetrics acquires Knowtify
  7. 7. The new, new Kissmetrics
  8. 8. Kissmetrics: Customer Engagement Automation Give modern marketers the best shot possible at increasing their engaged customer base. - Job to be Done
  9. 9. Kissmetrics: Customer Engagement Automation Interest Acquisition Activation Engagement Advocacy The new Growth marketer is responsible for much more than demand gen.
  10. 10. Kissmetrics: Customer Engagement Automation Take action Truly understand Customer engagement
  11. 11. Kissmetrics: Customer Engagement Automation Take action Truly understand Customer engagement
  12. 12. Populations. Create and monitor important business segments. Kissmetrics: Customer Engagement Automation
  13. 13. Analyze. Understand how your doing & discover opportunities to drive more engagement. Kissmetrics: Customer Engagement Automation
  14. 14. Campaigns. Drive engagement with beautiful, automated behavioral emails. Kissmetrics: Customer Engagement Automation
  15. 15. Campaigns. Kissmetrics: Customer Engagement Automation Populations. Analyze.
  16. 16. Guillaume “G” Cabane VP OF GROWTH AT SEGMENT
  17. 17. Personalization for the 95% TL;DR: More money. More money! Moar money! Moarrr money!
  18. 18. Our solution 3 Help companies collect, unify, and act on their data. Unify Centralize, store, and manage your data in one place. Integrations Raw Data SQL Data Warehouse Act Activate your data in tools needed to drive revenue. Servers Collect Easily collect data from 
 every customer touch point. Cloud Website Mobile Apps
  19. 19. Waking up: The Homeloc story
  20. 20. My Homeloc Story 5
  21. 21. 6 PriceSensitivity Product Expectations Our Average Customer Had These Needs
  22. 22. 7 PriceSensitivity Product Expectations Our Real Customer Had These Needs
  23. 23. 8 Think Different I am not a genius marketer who can find that single perfect message.
  24. 24. 9 Personalized Ads Campaign structure & personalized ads Personalized Landing Pages A B CD Same generic experience
  25. 25. 10 A B Optimized Landing Pages
  26. 26. INCREASE 
 IN 11 3X
  27. 27. So I started to 
 think differently. What if I created a message 
 for each individual? 12
  28. 28. We Need More Leads
  29. 29. 14 “Build It And They Will Come.” But Why Do They Leave? of your visitors do not convert into leads. 95%
  30. 30. 15 Discovering Anonymous Users Using The Data Enabling Dynamic Web Content Your Audience Does Not Understand You Problem: Hidden Gems
  31. 31. 16 Your Audience Does Not Understand You Problem: Your Audience Does Not Understand You Problem: Cognitive Load Conversion Rate cognitive load limits conversion rate
  32. 32. Find The Best Message Through A/B Testing? 17 “Stream data to every Product integration your team needs.” 0 7.5 15 22.5 30 Ops Product CEOs Engineers Sales Founder Other Marketing Your Audience Does Not Understand You Problem: Your Audience Does Not Understand You Problem:
  33. 33. Find The Best Message Through A/B Testing? 18 “Stream data to every Marketing integration your team needs.” 0 7.5 15 22.5 30 Ops Product CEOs Engineers Sales Founder Other Marketing Your Audience Does Not Understand You Problem:
  34. 34. You Need To Know More About Each Individual Moar Data = Moar Leads = Moar Money Your Audience Does Not Understand You Problem:
  35. 35. 20 Email Based Enrichment Opens Better Onboarding Flows Your Audience Does Not Understand You Problem:
  36. 36. 21 Real-Time Enrichment Your Audience Does Not Understand You Problem: Enrich data in real time Use Enrichment services to enrich our customer profiles and reduce friction
  37. 37. 22 Your Audience Does Not Understand You Problem:
  38. 38. EXTREMELY TARGETED NURTURING EMAILS 23 Extremely Targeted Nurturing Emails
  39. 39. 24 Do logic conditions impact performance? User Traits Do logic conditions impact performance?
  40. 40. 25 Do logic conditions impact performance? User Traits Do logic conditions impact performance?
  41. 41. 26 Discovering Anonymous Users Using The Data Enabling Dynamic Web Content Your Audience Does Not Understand You Problem: Scoring
  42. 42. 27 User Scoring Scoring
  43. 43. 28 Scoring
  44. 44. Model Performance 29 Leads with a “very good” customer fit makes 80% of conversions while they make less than 16% of leads. Scoring
  45. 45. 30 High Score User Piecing it all together
  46. 46. 31 High Score User Piecing it all together
  47. 47. 32
  48. 48. 33 of top score select “want help”. 30% How easy is it to get a call afterwards? Scoring
  49. 49. Using Email As The Key Is Easy 34 • There are many data providers • Most marketing tools accept the resultant data • No time sensitivity • Match rate is high • We can use lead scoring models Your Audience Does Not Understand You Problem:
  50. 50. Automated Marketing: From Hard To Very Hard 35 Engagement Signup Activate Conversion Acquisition Website Instant Chat Seconds Email Minutes Your Audience Does Not Understand You Problem:
  51. 51. 36 Discovering Anonymous Users Using The Data Enabling Dynamic Web Content Your Audience Does Not Understand You Problem: Hidden Gems
  52. 52. 37 Discovering Anonymous Users We Need Another Key Into The User Data Email IP Address
  53. 53. 38 Discovering Anonymous Users No Data? No Problem. Ip Lookup. GET IP ADDRESS RETURNS DOMAIN
  54. 54. 39 Discovering Anonymous Users Start Learning About Our Audience2 Key learnings
  55. 55. 40 Discovering Anonymous Users Start Learning About Our Audience2 Key learnings
  56. 56. 41 Discovering Anonymous Users Applying Previous Lead Scoring To Anon Users GET IP ADDRESS COMPANY OBJECT SEND BACK DATA RETURNS DOMAIN FIRMOGRAPHIC SCORE
  57. 57. 42 Discovering Anonymous Users Applying Previous Lead Scoring To Anon Users
  58. 58. 43 Discovering Anonymous Users Using The Data Enabling Dynamic Web Content Your Audience Does Not Understand You Problem: Hidden Gems
  59. 59. Automated Marketing: From Hard To Very Hard 44 Using The Data Signup Email Minutes Activate Conversion
  60. 60. Automated Marketing: From Hard To Very Hard 45 Using The Data Engagement Signup Chat Seconds Email Minutes Activate Conversion
  61. 61. Automated Marketing: From Hard To Very Hard 46 Using The Data Engagement Signup Acquisition Website Instant Chat Seconds Email Minutes Activate Conversion
  62. 62. 47 Enrichment In Minutes Enables Emails Using The Data
  63. 63. Finding Outbound Opportunities Within Anon Traffic 48 By joining Ip detection & company scoring Using The Data COMPANY OBJECT IF SCORE >0.9 IDENTIFY MAX 4 USERS USERS FIND PERSONS WITHIN COMPANY FIRMOGRAPHIC SCORE GET IP ADDRESS RETURNS DOMAIN
  64. 64. 49 Using The Data > 1,500 > 300 > 5000 New companies identified per week Match our top score New contacts identified per week
  65. 65. 50 Using The Data
  66. 66. Using The Data
  67. 67. Using The Data
  68. 68. Using The Data Email is good … but a huge friction compared to engaging directly with the user on the site
  69. 69. Using The Data Enrichment In Seconds Enables Livechat
  70. 70. Power Chat For High Score Visitors 55 By joining IP detection & company scoring Using The Data COMPANY OBJECT IF SCORE >0.9 DISPLAY LIVECHAT FIRMOGRAPHIC SCORE GET IP ADDRESS RETURNS DOMAIN
  71. 71. Using The Data Enrichment In Seconds Enables Livechat
  72. 72. 57 Using The Data
  73. 73. 58 Using The Data
  74. 74. 59 Using The Data 25% 50% 75% 100% Pageviews Generic chat Chat with company name 5X improvement by injecting company name. But still only a fraction of all pageviews Impact? 5X!
  75. 75. 60 Using The Data Targeted Chat Has Become The #4 Source Of Opportunities In 1 Month
  76. 76. Using The Data Chat is good … but a huge friction compared to having the right content directly on your site
  77. 77. 62 Discovering Anonymous Users Using The Data Enabling Dynamic Web Content Your Audience Does Not Understand You Problem: Hidden Gems
  78. 78. 63 Enabling Dynamic Web Content Enrichment In
 Mili-Seconds Enables Dynamic Web Content
  79. 79. Showtime 64 Enabling Dynamic Web Content
  80. 80. Showtime 65 Enabling Dynamic Web Content
  81. 81. What Is The Scope Of Change? 66 Enabling Dynamic Web Content Hero message Signup CTA Remove pricing link | customer fit Inject supported technologies Change customer logos | industry based
  82. 82. Results At 3 Weeks 68 Combinations running live Empowered the marketing & design teams Early conversion rates are very, very promising 4.5 Billion
  83. 83. 69 Discovering Anonymous Users Using The Data Enabling Dynamic Web Content Your Audience Does Not Understand You Problem: Hidden Gems

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