Your prospects and customers are leaving you a beautiful digital trail of their behavior. It shows what they’re doing on your website and products -- what they like, don’t like and why. It reveals who your best customers are and how to get more of them. Capturing and leveraging that behavioral data is a must for driving conversions, acquisition and retention and we’ll show you how to do just that in this webinar.
You'll learn how to:
Leverage behavioral analytics to spot trends and opportunities to improve the customer journey
Identify and track the behavioral segments that are key to your growth cycle
Engage your customers at just the right time to get them to convert
Join us for a webinar where you will learn the essential skills and tactics to get, keep and grow more customers with Kissmetrics.
3. Andy is a product manager at Kissmetrics where he
spends his days thinking about how Kissmetrics can
make it’s customers more successful. He has been in
both sales, product marketing and now product, which
gives him a solid understanding of both the product and
the business.
ANDY WYATT
Product Manager, Kissmetrics
Brian is the CEO of Kissmetrics. Prior to Kissmetrics
Brian managed several tech companies and teams
through growth phases from start-up to IPO. Brian’s has
deep expertise in customer behavior analytics and
growth marketing.
BRIAN KELLY
CEO, Kissmetrics
@bkkelly
4. “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, trust and a
long-term customer.
That’s what we’re after.”
BE ENGAGING
#Kisswebinar
5. 1 Setting the stage - Market landscape, challenges and opportunities
2 Product overview of Kissmetrics Customer Engagement Automation
3 How to exploit your growth opportunities with Customer Engagement
Automation
HERE’S WHAT WE’RE TALKING ABOUT
#Kisswebinar
7. The next battleground to get, keep, and grow customers is in the moment.
• Goal is to deliver proactive, hyper-personalized content when and where a
customer needs it.
• But most are delivering one-to-many messages and providing apps, websites,
support docs to do all things for all people and encourage self-serve.
• The cognitive load is on the customers - and long-term, that will fail.
DELIVERING WHAT CUSTOMERS NEED TO WIN THEIR BUSINESS — FOREVER
#Kisswebinar
8. The challenge is the sheer volume and the wrong tools for the job
• There are more than 30 billion each day in the US alone.*
• And the number of engagements is will expand exponentially.
• Manually assembling and delivering interactions is a nonstarter.
• However, most engagement platforms are currently designed for a one-to-
many approach based on what the business — not the customer — needs.
Current engagement solutions do not have a behavioral data foundation.
THE CHALLENGE IS BEING ABLE TO SCALE WITH AUTOMATION
#Kisswebinar*Forrester-The essentials of engagement
9. BEHAVIOR IS THE FOUNDATION OF ENGAGEMENT
#Kisswebinar
Behavior reveals intent. Digital trails are
gold.
Mix in profile data and you got platinum.
Behavior is the foundation for delivering
engaging content: guidance…support…
ideas…
10. Key components required to “be engaging” for growth
1. Behavior-based customer data
2. Audience creation and management
3. Engagement orchestration
HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
11. 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.
12. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Analyze
PopulationsCampaigns
13. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Analyze
1. Captures and stores all behavioral data across devices
2. Delivers KPI’s for business health monitoring
3. Delivers reports for uncovering insights and deep analysis
Let’s take a look at Analyze
20. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Analyze
Analyze lets you understand your customers and answer
your most important questions:
• Who are my best customers?
• What are people doing on my site or product?
• What do they use, like, dislike?
• What campaigns / tests are leading to more customers
• What features are most important for retention
• Where are people getting stuck, falling out of the funnel?
Identify your key segments to target and initiatives to drive
growth.
Let’s take a look at Populations
21. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Analyze
PopulationsCampaigns
22. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
1. Define the segments that are in your critical growth path
2. Delivers KPI’s, report and tracks growth
3. See impact of growth initiatives and know where to focus
Populations
23. HOW TO GET THE MOST OUT OF YOUR BEHAVIORAL DATA WITH KISSMETRICS
#Kisswebinar
Populations lets you define and monitor the segments key to
your growth cycle:
• Hot prospects
• Trial users (active, not active)
• Feature usage
• Power users
• Potential churn
• First time buyers
These are the key segments that you want to monitor, understand
and influence through their journey.
Populations
26. MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT
#Kisswebinar
Analyze
PopulationsCampaigns
27. Campaigns
MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT
#Kisswebinar
1. Create campaigns to target specific customers based on their
behavior
2. Align messages with “entering and exiting” a Population
3. Track and measure beyond opens/clicks to any conversion for
true success
28. MOMENTS ARE THE NEXT BATTLEGROUND FOR USER ENGAGEMENT
#Kisswebinar
Campaigns lets you move towards hyper-personalization
• Manual or automated delivery
• Triggered based on behavior for on point context and timing
• Increase feature adoption and use
• Increase conversions
• Develop ongoing conversations
Campaigns are a set of engagements targeted to a specific
Population for improving the customer journey.
Campaigns
32. HERE’S HOW WE DO IT AT KISSMETRICS
#Kisswebinar
We’ll focus from
here on down for
this presentation
Sales funnel
33. 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…
34. 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?
35. 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
36. 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
37. 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.
38. 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.
39. 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
40. 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
41. 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
42. 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
43. 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…
44. 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
45. CONTINUOS OPTIMIZATION ACROSS THE LIFECYCLE
#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
46. #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
47. 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.
48. 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
49. 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.
50. 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
Engage users based on behavior and profile attributes
Rinse and repeat for continuous improvement
51. LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation
52. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
BRIAN KELLY
CEO, Kissmetrics
@bkkelly
bkelly@kissmetrics.com