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WEBINAR
3 Smart Ways to Automate Personalized Communications Based on User Behavior
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ASK US ANYTHING
#smartmarketing@autopilotus@segment@pandadoc
#smartmarketing
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TODAY’S SPEAKERS
Mike Sharkey CEO and Co-founder, Autopilot @michaelsharkey
Diana SmithDir of Marketing, Segment @segment
Serge BarysiukCTO, Pandadoc @sbarysiuk
Lauren AlexanderVP of Marketing, Pandadoc @lauren_alex
#smartmarketing
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MARKETING AUTOMATION AND THE CUSTOMER JOURNEY
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SAVVY MARKETERS DRIVE 2X THE LEADS
#smartmarketing
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The ability to automate and personalize your marketing based on how customers use your product or engage your website and content
WHAT IS BEHAVIOR-BASED MARKETING AUTOMATION?
WHAT IS AUTOPILOT?
Multi-channel marketing automation software
Automate your email, sms, direct mail or CRM touchpoints throughout the customer journey
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ATTRACT Turn strangers and contacts into leads
ACQUIRE Convert leads into sales
GROW Grow loyalty and revenue by enabling
1 2 3
Lifecycle Analytics and InsightsBuild rich customer profiles and attain performance goals across all stages of the journey
Nurture
WHY THE CUSTOMER JOURNEY?
#smartmarketing
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Visits a website Browses pricing Reads a blog post
Fills out form and becomes “known”
Tries the product
User clicks an ad1
2 3 4 5
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8 Chooses not to buy, goes to Nurture
CONNECTING THE CUSTOMER JOURNEY
#smartmarketing
Clicks an email6
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ABOUT SEGMENT
#smartmarketing
Send your data to 150 marketing and analytics tools with the flip of a switch.
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EXPLAINING SEGMENT
#smartmarketing
Build a best in class marketing stack.
Don’t wait for engineers to try new tools.
Test similar tools against each other.
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HOW SEGMENT WORKS
#smartmarketing
John Completed
Order
Jane Signed
Up
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HOW SEGMENT WORKS
#smartmarketing
John Completed
Order
Jane Signed
Up
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HOW SEGMENT WORKS
#smartmarketing
Jane Signed
Up
John Completed
Order
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3 Awesome Examples of Behavior Based Marketing Automation
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CONNECTING SEGMENT TO MARKETING AUTOMATION
#smartmarketing
EventsYour App
Segment Apps
Marketing automation
SMS
Postcards
CRM
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Grow product adoption with positive reinforcement #1
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GROW PRODUCT ADOPTION WITH POSITIVE REINFORCEMENT
#smartmarketing
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EXAMPLE: TRACKING CODE SUCCESSFUL
#smartmarketing
Praise for positive behavior
Encouragement to complete the next most likely behavior
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EXAMPLE: SEGMENT POST-SIGNUP EMAIL
#smartmarketing
Trigger: Sent DataGoal: Delight UsersOpen Rate: 68%
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EXAMPLE: SEGMENT INTEGRATION SUCCESS EMAIL
#smartmarketing
Trigger: 1 IntegrationGoal: 3 IntegrationsOpen Rate: 68%Conversion Rate: 26%
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MORE EXAMPLES
#smartmarketing
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Free 30 Day SaaS Trial (Autopilot)
#2
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1. Behavior milestone: publish 1st journey
2. How to influence behavior: send personalized touchpoints
3. Goal: 40% activation rate
Customers who publish first journey are >2X more likely toconvert to paid
Codify the product tips, automated emails, and time-based calls to offer max value
Improve performance by tracking real-time activation funnel in MixPanel
OBJECTIVES
#smartmarketing
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TRIAL JOURNEY
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2
7
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14 23 28 33 Nurture
Active
Inactive
#smartmarketing
WELCOME
SMS
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EMAIL PRO TIPS
#smartmarketing
14% 42%
• Generic, HTML• Personalized, text-based
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TRIAL FUNNEL
#smartmarketing
Sign Ups Activations Customers
100%
28%
11%
Expansions
?55% of activated
25% of customers
# of monthly trials
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How PandaDoc activates new users automatically#3
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ACTIVATION EMAIL STRING BASED ON A SINGLE EVENT
#smartmarketing
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PANDADOC: SMART DOCUMENT AUTOMATION FOR SALES
#smartmarketing
Goal: Tailor the customer journey to activate users fasters & engage with highly personalized communication tracks based on activity and interest in one of four distinct features:
• Document Assembly• Configure, Price, Quote (CPQ)• Deal Room• Workflow Automation
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ACTIVATION JOURNEYS BASED ON BEHAVIORAL HISTORY
#smartmarketing
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INSIGHTS & ANNECDOTES
#smartmarketing
Lauren’s Comments on Call:Autopilot is enabling us to turn data points into the transform this into lifecycle marketing20,000 signups / monthevery day is a clean slate for sales - just scatching the surface for how to qualify leads better
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Key Takeaways
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WEBINAR TAKEAWAYS
#smartmarketing
• It doesn’t have to be hard to personalize and automate your marketing based on
how customers use your product or engage your website and content
• Grow your product adoption by positively reinforcing the right behaviors and
offering tips to help overcome negative behaviors
• Convert trialists into paid customers automatically by guiding people towards
behavioral goals using personalization to maximize engagement
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TRY FOR YOURSELF - WEBINAR SPECIAL
#smartmarketing
FREE: 2 months (Startup)10,000,000 calls/moUnlimited projects
FREE: 2 months Up to 5,000 contactsUnlimited emails
$358 Value
Offer expires 4/30/2015
FREE: 2 monthsUnlimited documentsand signatures
OFFER DETAILS: HOW TO REDEEM1. Sign up for a Free Autopilot Trial at: https://autopilothq.com/free-trial.html 2. Redeem offer at: www2.autopilothq.com/segment-webinar-special
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GET IN TOUCH
autopilothq.comblog.autopilothq.com
@autopilotus
[email protected]@autopilothq.com
segment.comsegment.com/blog
@segment
[email protected]@segment.com
pandadoc.compandadoc.com/blog
@pandadoc
[email protected]@pandadoc.com
