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The Ultimate
Growth Stack
DAN MCGAW, EFFIN AMAZING
@Kissmetrics
#Kisswebinar
@thuelmadsen
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
Dan McGaw is an award-winning entrepreneur and speaker.
He is also the Founder and CEO of Effin Amazing, an analytics
and growth consultancy that helps product and marketing
teams get data driven and optimize their businesses. Coined
as one of the original growth hackers, he has led the teams at
Kissmetrics.com and CodeSchool.com.
DAN MCGAW
CEO, EffinAmazing
@DanielMcgaw
#Kisswebinar
@EffinAmazing
@DanielMcgaw
The Beginning of a
#Stackapocalypse?
TOOLS
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
2011
150+ martech tools
Marketing Stack Growth.
INDUSTRY
Over the past few years
martech has grown like crazy.
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
2013
350+ martech tools
1000+ martech tools
INDUSTRY
2014
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
2015
2000+ martech tools
3500+ martech tools
INDUSTRY
2016
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
With so many companies coming on to the market, the industry can support itself just by having
new tools coming out needing to use its services. This will at one day be a bubble which pops, but
it looks like we are still years away. When this does happen, there will be a #stackapocalypse.
Summary
6000+?
INDUSTRY
2017
6000+ martech tools??
Talking about changing your
stack is effin scary. Trust me,
just changing one tool can
bring on nightmares.
Change
21+11-206-10
QUANTITY
1-5
How many tools are in
your stack?
What is in My stack?
29+
What is in My stack?
My inbox - Gmail
3 Social Automation tool – Buffer, Revive Old Post and Zapier
LinkedIn message blast tool - GPZ
4 Lead capture tools – Prospecthive, Klenty, Toofr, Grouply
Webinar tool - Zoom
Video Meeting tool - Zoom
2 Calendar tools – Mixmax and Google Calendar
Video streaming tool - Wistia
AB testing tool - Optimizely
CMS - Wordpress
2 Data piping tool – Segment and Zapier
Tag manager – Google Tag Manager
CRM – Salesforce
Contract Signature - Nitrocloud
4 marketing automation tools – Klenty, Mixmax, Mailchimp
and Autopilot
5 analytics tools – Google Analytics, Amplitude, Kissmetrics,
Mixpanel and Hotjar
Most Tools are
Siloed
PROBLEM
Marketing and Sales tools rarely talk to
each other. In most cases, the leads are just
sent from one tool to another without
knowing where the lead came from, why
they were interested or even where the lead
entered their information.
2007 2008 2009 2010 2011 2012 2013 2014 2015
Company Statistic
Choose tools based upon
integration. It is critical for
Growth.
Ultimate Growth Stack
Ease of integration is critical for marketing success. Growth teams and marketers need to
take action without a developer. Pick tools which minimize developer integration time.
THE ULTIMATE STACK
Use Tag Manager
Google Tag Manager let’s you add analytics tag,
conversion pixels and custom scripts without ever
having to talk to a developer. Finally, getting a new
script added takes less than an week.
01.
Use Tag Manager01.
Tag Manager Add Tags in the 21st century
Use Segment
Segment is the Rosetta Stone of API’s. It allows you to
install once and work with over 300 different tools. Data
piping magic that keeps you flexible, agile and ready for
innovation.
02.
Segment Integrate in the 21st century
Integrate in the
21st century
SEGMENT
Marketing Tools. Sales Tools.
Developer Tools. Support Tools.
Use Clearbit
Clearbit is the modern enrichment provider. With API
you want to use and a sexy Segment integration, you
can pass your new firmograpahic, technographic and
demographic data into any tool.
03.
Clearbit Enrich in the 21st century
Enrich in the 21st
century
CLEARBIT
Prospecting Data. Firmographic Data.
Demographic Data. Technographic Data.
Use Autopilot
Autopilot is a newer marketing automation platform
which threw out the rule book. Instead of being a big
clunky beast, they are lean, yet a powerful multi-
channel marketing automation platform.
04.
Autopilot Automate in the 21st century
Automate in the
21st century
AUTOPILOT
Email Automation. Text/SMS Automation.
Postcard Automation. Pop-up Automation.
Use Salesforce
The #1 CRM is #1 for an effin reason. The platform
is not cheap, but with the ecosystem of tools and
integrations it has, you are an idiot if you choose
something else. Even startups with no money
should use this tool.
05.
Salesforce CRM in the 21st century
CRM in the 21st
century
SALESFORCE
App Exchange. Lead Tracking.
Deal Tracking. Customer Tracking.
Use kissmetrics
Kissmetrics by far is the most powerful analytics
tool. Their innovation cycle on new visualizations
and reports is astounding. They are also the cross-
device tracking leader say’s me :)
06.
kissmetrics Analytics in the 21st century
Analytics in the
21st century
KISSMETRICS
Multi-Device Analytics. Dashboard Analytics.
Customer Analytics. Real-time Analytics.
Use Zapier
Zapier is one of the most connected tools in the
world. With over 300 integrations, it can pass data
from one tool to the next, while transforming and
filtering data to ensure you only get what you need.
07.
Hack in the 21st centuryZapier
Having tools is one thing, but
putting them to use is another.
Let’s review some examples.
Now What?
RealThread.com
Custom T-shirt printing has never felt so good.
Real thread is a custom t-shirt printer which has
some of the softest inks to ensure your customers
enjoy wearing your shirts. The print for fashion
lines, startups and all sorts of businesses.
Their Customers
INTRODUCTION
Increase net
new customers
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Increase net
new customers
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Increase net
new customers
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal
Personalized Journeys
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel while keeping
engagement high
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Improved Reporting
Marketing rarely knows what happens to a lead after
it is sent to sales, but it is time for that to change.
We should know when sales picks up a lead and
integrate that into our analytics.
Increase net
new customers
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal
Personalized Journeys
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel while keeping
engagement high
Online OrdersProblem
Offline OrdersProblem
Lots of inbound leadsProblem
Doing lots of outbound prospectingProblem
Customers were tracked in
siloed platforms, giving us
no visibility into the
customer journey.
Problem
ORIGINAL REAL THREAD STACK
Luckily when we got to Real Thread they were already using some of our favorite tools,
Segment and Salesforce. To really accomplish the job though we needed a marketing
automation tool, improved communication and better reporting.
NEW REAL THREAD STACK
Your stack should work together as one cohesive unit. Each
tool should be able to collect and send information to others
tools when possible.
Turn thousands of prospects
per month into marketing
qualified leads (MQL).
Lead Scoring
Identity and Behavior driven.Create Lead Score Model
Tag Manager >> Segment = Behavior Data Added Everywhere
Segment >> Clearbit >> Segment = Identity Data
Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration
Building Lead Score - Salesforce << >> Autopilot
Building Lead Score - Salesforce << >> Autopilot
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Improved Reporting
Marketing rarely knows what happens to a lead after
it is sent to sales, but it is time for that to change.
We should know when sales picks up a lead and
integrate that into our analytics.
Increase net
new customers
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal
Personalized Journeys
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel while keeping
engagement high
Turn hundreds of leads per
month into sales qualified
leads (SQL).
Personalized Journeys
Designer
Apparel,	designer Business	Owner Human	Resources Marketer Qualified	Lead Outbound	Lead
Create Personalized Journey Draft
Collect Customer Information - Autopilot
Collect Customer Information - User Experience
Graphic Designer
Send Personalized Journey - Autopilot
Designer, Apparel
Send Personalized Journey - Autopilot
Business Owner
Send Personalized Journey - Autopilot
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Improved Reporting
Marketing rarely knows what happens to a lead after
it is sent to sales, but it is time for that to change.
We should know when sales picks up a lead and
integrate that into our analytics.
Increase net
new customers
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal
Personalized Journeys
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel while keeping
engagement high
Create analytics integration
to give leadership more data
on what the customer is
doing.
Improve Reporting
Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics
Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics
Salesforce Data in Web Analytics - SF >> Autopilot >> Segment >> Kissmetrics
Lead Scoring
People who have given us their email, but do not
appear ready to purchase. Many of these folks need
to be identified or qualified.
Improved Reporting
Marketing rarely knows what happens to a lead after
it is sent to sales, but it is time for that to change.
We should know when sales picks up a lead and
integrate that into our analytics.
Increase net
new customers
When focused on the Real Thread business we agreed to
improve their rate of acquiring new customers. Instead of
spending money on more reach, we wanted to take
advantage of what we already had. LOTS of LEADS!!!!
Goal
Personalized Journeys
Each buyer personas has their own desires and
needs. By personalizing their journey we can push
them farther down the funnel while keeping
engagement high
Your stack is only as good
as the people you hire to use
it. Don’t be stupid, do cool
shit.
Advice
See which UTM’s push
people to the bottom of the
funnel.
Bonus
Track UTM’s quickly and keep your teams UTM in sync
Lets talk . . .
Dan McGaw
CEO at EffinAmazing
Free Stack
Consultation!
Send me a note:
Dan@effinamazing.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
DAN MCGAW
CEO, EffinAmazing
@DanielMcGaw
Get, keep and grow more customers
Product Overview
ALEXIS YULES
SDR, Kissmetrics
ayules@kissmetrics.com
Customer Engagement Automation
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.
Customer Engagement Automation
#Kisswebinar
Analyze
PopulationsCampaigns
Kissmetrics 3 key features
work seamlessly together to
help you continuously improve
the performance of your
growth initiatives.
Kissmetrics Analyze: What it does
#Kisswebinar
1. Captures and stores all behavioral data from you website or
product, for every individual, across devices.
2. Provides KPI’s to quickly monitor the health of your business
3. Delivers a suite of reports for understanding customers and
discovering key insights
Analyze
Kissmetrics Analyze: People Search
#Kisswebinar
People Search report
•Complete historical
details of every
individual.
•Precise path they take,
the features they use
(and don’t) and what
kind of user they are.
•Easily create and export
segments for email,
retargeting, or any other
customer engagement
campaign.
Kissmetrics Analyze: Metrics dashboard
#Kisswebinar
Metrics dashboard
•See your company KPIs
at a glance.
•Define the metrics you
want to track and we’ll
automatically keep them
refreshed and ready for
you to dive deeper.
•Color based alerts will
help you focus on the
metrics that matter.
Kissmetrics Analyze: Funnel report
#Kisswebinar
Funnel report
•Quickly identify leaks in
your growth funnel.
•See and understand the
flow and conversion
rate of any user
behavior you want.
•Funnel report makes it
easy to spot the
bottlenecks in the
customer journey.
Kissmetrics Analyze: A/B Test report
#Kisswebinar
A/B Test report
•See how tests are
performing all the way
through to the
conversion of your
choice.
•Understand the true
impact of your tests on
signups, activation,
sales, cancels or
anything you choose.
Kissmetrics Analyze: Cohort report
#Kisswebinar
Cohort report
•Understand how any
segment behaves over
time.
•Track how any event or
behavior grows or
diminishes over time.
•Engage people at just
the right moment to
keep things moving the
way you want.
Kissmetrics Analyze: Activity
#Kisswebinar
Activity report
•Track, monitor and dive
deep into any activity on
your site or in your
product.
•Compare multiple
events over time and
break it down by
properties.
•A powerful way to dig
into the data and find
answers.
Kissmetrics Analyze: Key benefits
#Kisswebinar
Analyze
Understand customer behavior and answer your most important
growth questions, such as:
• What are people doing on my site or product?
• Where are they getting stuck, falling out of the funnel?
• Who are my best (or most troubled) customers?
• What campaigns / tests are leading to the most conversions?
• What features are most important for retention?
Increase conversions and retention by understanding what
people want and need, then delivering it. That’s a continuous
improvement process for sure.
Customer Engagement Automation
#Kisswebinar
Analyze
PopulationsCampaigns
Kissmetrics Populations: What it does
#Kisswebinar
1. Define the segments that are “critical” to your growth path
2. Delivers KPI’s, report and tracks growth
3. See impact of growth initiatives and know where to focus
Populations
Kissmetrics Populations: Main screen
#Kisswebinar
Populations Main
• Get a quick and
powerful view of all the
segments that are key
to your growth.
• See the change in
performance of each
segment, and know
which one needs focus
and attention.
#Kisswebinar
Kissmetrics Populations: Detail screen
Populations Detail
•Reports and metrics are
curated for each
Populations.
•You can easily drill-in to
understand the detail
breakdown to know
exactly where to focus,
and the impact of your
campaigns.
#Kisswebinar
Populations lets you define and monitor the segments key to
your growth cycle
• Get a quick and powerful understanding of the health your entire
growth-cycle.
• Understand the growth (or shrinkage) of each key segment, and
know where you should focus.
• Understand what you can do to drive growth in each segment,
and take action.
Tracking the behavioral segments key to your growth-cycle
and engaging each segment and individual will increase the
velocity and health of your growth-cycle.
Populations
Kissmetrics Populations: Key benefits
#Kisswebinar
Analyze
PopulationsCampaigns
Customer Engagement Automation
#Kisswebinar
Kissmetrics Campaigns: What it does
1. Behavior-based email campaign automation
2. Create campaigns to target specific customers based on their
behavior
3. Track and measure beyond opens/clicks to any conversion for
true success
Campaigns
#Kisswebinar
Kissmetrics Campaigns: Message creation
Email creation
•Create beautiful emails
with our editor or cut-
and-paste your HTML.
•Create highly-stylized
emails with images, and
video. Or create a text-
based email.
#Kisswebinar
Kissmetrics Campaigns: Campaign details
Campaign Detail
•See the individual
messages that belong
to each campaign.
•You set the conversion
point of your choice and
see the results all the
way to that conversion
—way past opens and
clicks.
#Kisswebinar
Campaigns
Kissmetrics Campaigns: Key benefits
Campaigns lets you engage your audience with the right
message at the right time — based on their needs, not yours.
• Behavior-triggered emails are more contextual and will increase
conversions
• Increase product adoption, use and retention by delivering
messages based on the .
• Develop ongoing conversations with engagement campaigns
based on responses and progress along the customer life-cycle
Engaging customers with more contextual and timely email
will increase conversions and retention. Behavior-driven
campaigns are required.
LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation

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The Ultimate Growth Marketing Stack

  • 1. The Ultimate Growth Stack DAN MCGAW, EFFIN AMAZING
  • 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 Dan McGaw is an award-winning entrepreneur and speaker. He is also the Founder and CEO of Effin Amazing, an analytics and growth consultancy that helps product and marketing teams get data driven and optimize their businesses. Coined as one of the original growth hackers, he has led the teams at Kissmetrics.com and CodeSchool.com. DAN MCGAW CEO, EffinAmazing @DanielMcgaw
  • 5. The Beginning of a #Stackapocalypse? TOOLS Marketing Tools. Sales Tools. Developer Tools. Support Tools.
  • 6. 2011 150+ martech tools Marketing Stack Growth. INDUSTRY Over the past few years martech has grown like crazy. http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
  • 7. 2013 350+ martech tools 1000+ martech tools INDUSTRY 2014 http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
  • 8. 2015 2000+ martech tools 3500+ martech tools INDUSTRY 2016 http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/ http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
  • 9. With so many companies coming on to the market, the industry can support itself just by having new tools coming out needing to use its services. This will at one day be a bubble which pops, but it looks like we are still years away. When this does happen, there will be a #stackapocalypse. Summary 6000+? INDUSTRY 2017 6000+ martech tools??
  • 10. Talking about changing your stack is effin scary. Trust me, just changing one tool can bring on nightmares. Change
  • 12. What is in My stack?
  • 13. 29+ What is in My stack? My inbox - Gmail 3 Social Automation tool – Buffer, Revive Old Post and Zapier LinkedIn message blast tool - GPZ 4 Lead capture tools – Prospecthive, Klenty, Toofr, Grouply Webinar tool - Zoom Video Meeting tool - Zoom 2 Calendar tools – Mixmax and Google Calendar Video streaming tool - Wistia AB testing tool - Optimizely CMS - Wordpress 2 Data piping tool – Segment and Zapier Tag manager – Google Tag Manager CRM – Salesforce Contract Signature - Nitrocloud 4 marketing automation tools – Klenty, Mixmax, Mailchimp and Autopilot 5 analytics tools – Google Analytics, Amplitude, Kissmetrics, Mixpanel and Hotjar
  • 14. Most Tools are Siloed PROBLEM Marketing and Sales tools rarely talk to each other. In most cases, the leads are just sent from one tool to another without knowing where the lead came from, why they were interested or even where the lead entered their information. 2007 2008 2009 2010 2011 2012 2013 2014 2015 Company Statistic
  • 15. Choose tools based upon integration. It is critical for Growth. Ultimate Growth Stack
  • 16. Ease of integration is critical for marketing success. Growth teams and marketers need to take action without a developer. Pick tools which minimize developer integration time. THE ULTIMATE STACK
  • 17. Use Tag Manager Google Tag Manager let’s you add analytics tag, conversion pixels and custom scripts without ever having to talk to a developer. Finally, getting a new script added takes less than an week. 01.
  • 18. Use Tag Manager01. Tag Manager Add Tags in the 21st century
  • 19. Use Segment Segment is the Rosetta Stone of API’s. It allows you to install once and work with over 300 different tools. Data piping magic that keeps you flexible, agile and ready for innovation. 02.
  • 20. Segment Integrate in the 21st century
  • 21. Integrate in the 21st century SEGMENT Marketing Tools. Sales Tools. Developer Tools. Support Tools.
  • 22. Use Clearbit Clearbit is the modern enrichment provider. With API you want to use and a sexy Segment integration, you can pass your new firmograpahic, technographic and demographic data into any tool. 03.
  • 23. Clearbit Enrich in the 21st century
  • 24. Enrich in the 21st century CLEARBIT Prospecting Data. Firmographic Data. Demographic Data. Technographic Data.
  • 25. Use Autopilot Autopilot is a newer marketing automation platform which threw out the rule book. Instead of being a big clunky beast, they are lean, yet a powerful multi- channel marketing automation platform. 04.
  • 26. Autopilot Automate in the 21st century
  • 27. Automate in the 21st century AUTOPILOT Email Automation. Text/SMS Automation. Postcard Automation. Pop-up Automation.
  • 28. Use Salesforce The #1 CRM is #1 for an effin reason. The platform is not cheap, but with the ecosystem of tools and integrations it has, you are an idiot if you choose something else. Even startups with no money should use this tool. 05.
  • 29. Salesforce CRM in the 21st century
  • 30. CRM in the 21st century SALESFORCE App Exchange. Lead Tracking. Deal Tracking. Customer Tracking.
  • 31. Use kissmetrics Kissmetrics by far is the most powerful analytics tool. Their innovation cycle on new visualizations and reports is astounding. They are also the cross- device tracking leader say’s me :) 06.
  • 32. kissmetrics Analytics in the 21st century
  • 33. Analytics in the 21st century KISSMETRICS Multi-Device Analytics. Dashboard Analytics. Customer Analytics. Real-time Analytics.
  • 34. Use Zapier Zapier is one of the most connected tools in the world. With over 300 integrations, it can pass data from one tool to the next, while transforming and filtering data to ensure you only get what you need. 07.
  • 35. Hack in the 21st centuryZapier
  • 36. Having tools is one thing, but putting them to use is another. Let’s review some examples. Now What?
  • 37. RealThread.com Custom T-shirt printing has never felt so good. Real thread is a custom t-shirt printer which has some of the softest inks to ensure your customers enjoy wearing your shirts. The print for fashion lines, startups and all sorts of businesses. Their Customers INTRODUCTION
  • 38. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal
  • 39. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal
  • 40. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  • 41. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Improved Reporting Marketing rarely knows what happens to a lead after it is sent to sales, but it is time for that to change. We should know when sales picks up a lead and integrate that into our analytics. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  • 44. Lots of inbound leadsProblem
  • 45. Doing lots of outbound prospectingProblem
  • 46. Customers were tracked in siloed platforms, giving us no visibility into the customer journey. Problem
  • 47. ORIGINAL REAL THREAD STACK Luckily when we got to Real Thread they were already using some of our favorite tools, Segment and Salesforce. To really accomplish the job though we needed a marketing automation tool, improved communication and better reporting.
  • 48. NEW REAL THREAD STACK Your stack should work together as one cohesive unit. Each tool should be able to collect and send information to others tools when possible.
  • 49. Turn thousands of prospects per month into marketing qualified leads (MQL). Lead Scoring
  • 50. Identity and Behavior driven.Create Lead Score Model
  • 51. Tag Manager >> Segment = Behavior Data Added Everywhere
  • 52. Segment >> Clearbit >> Segment = Identity Data
  • 53. Clearbit >> Segment >> Autopilot << >> Salesforce = Complete Integration
  • 54. Building Lead Score - Salesforce << >> Autopilot
  • 55. Building Lead Score - Salesforce << >> Autopilot
  • 56. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Improved Reporting Marketing rarely knows what happens to a lead after it is sent to sales, but it is time for that to change. We should know when sales picks up a lead and integrate that into our analytics. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  • 57. Turn hundreds of leads per month into sales qualified leads (SQL). Personalized Journeys
  • 58. Designer Apparel, designer Business Owner Human Resources Marketer Qualified Lead Outbound Lead Create Personalized Journey Draft
  • 60. Collect Customer Information - User Experience
  • 61. Graphic Designer Send Personalized Journey - Autopilot
  • 62. Designer, Apparel Send Personalized Journey - Autopilot
  • 63. Business Owner Send Personalized Journey - Autopilot
  • 64. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Improved Reporting Marketing rarely knows what happens to a lead after it is sent to sales, but it is time for that to change. We should know when sales picks up a lead and integrate that into our analytics. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  • 65. Create analytics integration to give leadership more data on what the customer is doing. Improve Reporting
  • 66. Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics
  • 67. Report Role in Web Analytics - Autopilot >> Segment >> Kissmetrics
  • 68. Salesforce Data in Web Analytics - SF >> Autopilot >> Segment >> Kissmetrics
  • 69. Lead Scoring People who have given us their email, but do not appear ready to purchase. Many of these folks need to be identified or qualified. Improved Reporting Marketing rarely knows what happens to a lead after it is sent to sales, but it is time for that to change. We should know when sales picks up a lead and integrate that into our analytics. Increase net new customers When focused on the Real Thread business we agreed to improve their rate of acquiring new customers. Instead of spending money on more reach, we wanted to take advantage of what we already had. LOTS of LEADS!!!! Goal Personalized Journeys Each buyer personas has their own desires and needs. By personalizing their journey we can push them farther down the funnel while keeping engagement high
  • 70. Your stack is only as good as the people you hire to use it. Don’t be stupid, do cool shit. Advice
  • 71. See which UTM’s push people to the bottom of the funnel. Bonus
  • 72. Track UTM’s quickly and keep your teams UTM in sync
  • 73. Lets talk . . . Dan McGaw CEO at EffinAmazing Free Stack Consultation! Send me a note: Dan@effinamazing.com
  • 74. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? DAN MCGAW CEO, EffinAmazing @DanielMcGaw
  • 75. Get, keep and grow more customers Product Overview
  • 77. Customer Engagement Automation 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.
  • 78. Customer Engagement Automation #Kisswebinar Analyze PopulationsCampaigns Kissmetrics 3 key features work seamlessly together to help you continuously improve the performance of your growth initiatives.
  • 79. Kissmetrics Analyze: What it does #Kisswebinar 1. Captures and stores all behavioral data from you website or product, for every individual, across devices. 2. Provides KPI’s to quickly monitor the health of your business 3. Delivers a suite of reports for understanding customers and discovering key insights Analyze
  • 80. Kissmetrics Analyze: People Search #Kisswebinar People Search report •Complete historical details of every individual. •Precise path they take, the features they use (and don’t) and what kind of user they are. •Easily create and export segments for email, retargeting, or any other customer engagement campaign.
  • 81. Kissmetrics Analyze: Metrics dashboard #Kisswebinar Metrics dashboard •See your company KPIs at a glance. •Define the metrics you want to track and we’ll automatically keep them refreshed and ready for you to dive deeper. •Color based alerts will help you focus on the metrics that matter.
  • 82. Kissmetrics Analyze: Funnel report #Kisswebinar Funnel report •Quickly identify leaks in your growth funnel. •See and understand the flow and conversion rate of any user behavior you want. •Funnel report makes it easy to spot the bottlenecks in the customer journey.
  • 83. Kissmetrics Analyze: A/B Test report #Kisswebinar A/B Test report •See how tests are performing all the way through to the conversion of your choice. •Understand the true impact of your tests on signups, activation, sales, cancels or anything you choose.
  • 84. Kissmetrics Analyze: Cohort report #Kisswebinar Cohort report •Understand how any segment behaves over time. •Track how any event or behavior grows or diminishes over time. •Engage people at just the right moment to keep things moving the way you want.
  • 85. Kissmetrics Analyze: Activity #Kisswebinar Activity report •Track, monitor and dive deep into any activity on your site or in your product. •Compare multiple events over time and break it down by properties. •A powerful way to dig into the data and find answers.
  • 86. Kissmetrics Analyze: Key benefits #Kisswebinar Analyze Understand customer behavior and answer your most important growth questions, such as: • What are people doing on my site or product? • Where are they getting stuck, falling out of the funnel? • Who are my best (or most troubled) customers? • What campaigns / tests are leading to the most conversions? • What features are most important for retention? Increase conversions and retention by understanding what people want and need, then delivering it. That’s a continuous improvement process for sure.
  • 88. Kissmetrics Populations: What it does #Kisswebinar 1. Define the segments that are “critical” to your growth path 2. Delivers KPI’s, report and tracks growth 3. See impact of growth initiatives and know where to focus Populations
  • 89. Kissmetrics Populations: Main screen #Kisswebinar Populations Main • Get a quick and powerful view of all the segments that are key to your growth. • See the change in performance of each segment, and know which one needs focus and attention.
  • 90. #Kisswebinar Kissmetrics Populations: Detail screen Populations Detail •Reports and metrics are curated for each Populations. •You can easily drill-in to understand the detail breakdown to know exactly where to focus, and the impact of your campaigns.
  • 91. #Kisswebinar Populations lets you define and monitor the segments key to your growth cycle • Get a quick and powerful understanding of the health your entire growth-cycle. • Understand the growth (or shrinkage) of each key segment, and know where you should focus. • Understand what you can do to drive growth in each segment, and take action. Tracking the behavioral segments key to your growth-cycle and engaging each segment and individual will increase the velocity and health of your growth-cycle. Populations Kissmetrics Populations: Key benefits
  • 93. #Kisswebinar Kissmetrics Campaigns: What it does 1. Behavior-based email campaign automation 2. Create campaigns to target specific customers based on their behavior 3. Track and measure beyond opens/clicks to any conversion for true success Campaigns
  • 94. #Kisswebinar Kissmetrics Campaigns: Message creation Email creation •Create beautiful emails with our editor or cut- and-paste your HTML. •Create highly-stylized emails with images, and video. Or create a text- based email.
  • 95. #Kisswebinar Kissmetrics Campaigns: Campaign details Campaign Detail •See the individual messages that belong to each campaign. •You set the conversion point of your choice and see the results all the way to that conversion —way past opens and clicks.
  • 96. #Kisswebinar Campaigns Kissmetrics Campaigns: Key benefits Campaigns lets you engage your audience with the right message at the right time — based on their needs, not yours. • Behavior-triggered emails are more contextual and will increase conversions • Increase product adoption, use and retention by delivering messages based on the . • Develop ongoing conversations with engagement campaigns based on responses and progress along the customer life-cycle Engaging customers with more contextual and timely email will increase conversions and retention. Behavior-driven campaigns are required.
  • 97. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation