Plumb5, over a conversation.
This is a chat transcript of a discussion between Jon, an angel investor and
VJ, CEO & Co-Founder at Plumb5. The conversation covers most nuances
of the product and we, at Plumb5 feel that the document should be shared
with users, interested in knowing the features and advantages of the
The intro conversation has been deleted as it is not in context to the product. Recorded on Oct 24th 2013
Tell me about your product
Our product is called Plumb5. It is a marketing eco-system. It is an integrated marketing
platform which unifies customer interactions across all touch-points and provides the
marketer with a unified view
So how does it help?
This unified data allows marketers to analyze their customer across touch-points, and
helps them in targeting their visitors/customers better
How do you do that?
We record behavior of visitors coming to the website. Based on machine script, we
stack data of the behavior. Based on behavior, we enable identification workflow for
gathering email id. With this email, we tag their mail, social and other data related to
That sounds interesting! Does it have an inbuilt web tracker?
Yes, the platform has a built in tracker for tracking all web assets and is integrated with
an email engine to tag back all responses back to behavior
So you also provide an inbuilt email management?
Yes, And it is seamlessly integrated to the platform
Why not, just integrate with market leaders like Marketo, Mailchimp ..
We did try. The hurdles are that you can load your contacts to any of these mail tools
but you cannot tag back the user coming from these sources, as there is no specific
identifier to tag the respondent
Got it. So the loop ends with a single campaign.
Yes, and we feel it is very essential, as a marketer, to check what the user does when he
responds to the mail campaign. Based on these responses, you can personalize your
next campaign and so forth. In fact, mail plays an important touch-point for all
But, most marketers in US would prefer best-of-breed tools
Sure. Best-of-breed tools allow you to analyze your data better and get max results. It’s
all about efficiency and performance. If you agree with these definitions for best-ofbreed, we surely can make it to that list.
it’s about knowing your respondents, both prospects and customers, and their past mail
behavior to be able to design successful campaigns
I agree. Do you have a deck so explains more about this?
Sure. You might find this link useful
Thanks. Will look it up.
Tell me, How do you link up social data?
We connect social platforms using their web services and stack relevant data. As a
fallback, we also use third party services to get aggregated social data from lesser known
sites. Along with profile lookup, we also aggregate sentiments and alert marketers on
any brand related remarks
Do you tag social sentiments?
Yes. The marketer can set keywords and monitor them for related posts. This allows in
quickly addressing social questions or complaints. Also identifies if the posting member
is a prospect or a customer
Who would be your audience?
Anybody with a marketing website is our audience. ECommerce websites find maximum
value with our product. He have successfully tested it across Magento, Shopify,
BigCommerce, Volusion and 5 other known platforms.
How does it work with web stores?
The tracker works, just as normal like for other websites. We use API services to sync
product and transaction data, so that the commerce marketers can view the behavior
and transaction data on a single platform
What happens to web stores with no web services?
We allow the marketer to upload the product list with product id and price. And for
customer tagging, we provide added scripts for customer identification
Great. How many ecommerce customers are you working with
We are working with 23 commerce customers, mostly in India
How many customers totally?
We have 106 customers. Mostly Small and Medium Businesses
What feature appeals the most, with your current customers
Our customers find the personalization and targeting feature to be very useful. We have
automated lead generation and conversion workflows, which has increased their
conversion rate by more than 120%.
In fact, we have 35 customers, who have renewed for the third consecutive year
Increasing conversion rate! Tell me more
We helped setup workflows for identifying unknown visitors and to nurture prospects
to customers. The workflow works on simple scoring method and targets content,
based on conversion stage. With this, visitor engagement on website increased resulting
in successful goal paths
That’s interesting! How do you target content?
The platform allows the marketer to upload content or integrate with their existing
CMS. We can then set rules based on various parameters to display the content
What kind of parameters are you working on
There are numerous parameters we work on. Starting from behavioral parameters like
Views, Frequency Page Depth, Time Spend to interaction parameters to social
parameters to transactional parameters. It finally depends on the data-sets tagged to the
You said that the workflow works on scoring models. Can you explain?
The platform allows the marketer to assign scores for every parameter so that it
becomes easy to segment visitors in real-time based on scores. Here is a link that
documents the various scoring options available on the platform
Great!. Let me go through this.
Okay. I would like to know how easy your integrations are.
It’s an easy 3-4 step configuration process for any ecommerce store integration. For
CRM systems like Sales Force and Sugar CRM, it takes about 2 steps. We are working
on simplifying POS integration too
Have you integrated with any large data
We are testing our platform on Amazon Big Data servers for a large banking business.
We are relying on Amazon’s environment for load optimization to handle large traffic
Sure, Data performance is the concern with most large companies. Is the
product prepared for huge data transactions
Our UCP string methodology, which we have patented, allows us to perform queries
without having to hit the server as many times. We store all the information related to
the customer on a single string and serve just the string, for all insights about that
customer, to the requesting touch-point. This helps us in triggering real-time
You mean engagements on the website?
Engagements on any touch-points. The string is made available at the website, or at the
CRM desk or even the POS app
Why is it needed at the other apps?
Since the customer interactions at the store, is recorded on the POS app, the string is
required to deliver customer related insights or recommendations, based on past
activities. Just as same, a support executive can handle their customers better, with
access to rich insights available, in the string.
Sure. I can also see integrated retention campaigns across touch-points.
Yes, The integration allows the marketer to run retention campaigns across touchpoints based on segmentation. You will see that these responses are stored back into
the UCP for insights and made available at the next touch-point instantly
Awesome! That’s a full circle. This adds a lot of business value and will open
avenues for new insights and predictions
Certainly! Since we record every interaction of a customer journey, we are able to
collect spends and revenue made at each touch-point. With a few inputs like
contributing margin, interest rates, one can now calculate the present value and LTV of
In fact, the CS app within the Plumb5 platform, aligns spend & revenue data in time
series and gives the marketer, a complete report on acquisition and retention spend.
Marketers can set alerts for drifting customer and avoid customer churns too.
The product now scopes out of marketing to business analytics. Is this an
Actually we believe that, in any business, the biggest variable is a customer. After you
have arrived at your contributing margin, it is the lower customer spends and higher
product sale that defines your profit.
As we unify customer data across touch-points, we have aligned every spend and
revenue, thereby deducing performance metrics in real-time, so that the marketers are
well aware of the returns on each of their activity
Great! I can see that you are saying that the product can monitor business
health in real-time
Sure. You can say that. With increased acquisition & retention rate along with lower
retention costs, Plumb5 can insulate businesses from ill-health. ☺
Now that’s a big promise!
But don’t you think only enterprises could be a good bet for your product
Yes. For the full suite, we are looking at the enterprise audience. Since it is modular and
one can subscribe to single apps, even a smaller organization can go for it. As most
functions, like conversion campaigns, can be automated, any business can find value,
regardless of size
How do you differentiate between these large spectrums?
For delivery model is based on the volume of customers. If the volume of customers is
more, we offer an on-premise license, with data maintained at the client's end. For
businesses with lesser customers, we offer an On-Demand (SaaS) based solution
We are also available as apps on online ecommerce marketplace, which is an extension
of our On Demand offerings
Is there a price advantage
Yes. Our competitors are priced 3x higher, without features such as Real-time
Engagement, Churn Alerts, Retention Workflows
Great! How easy is it for the marketer?
The system is configurable and it takes few steps to set it up. The biggest advantage is
that the entire marketing team works on a common platform, with access to in-depth
prospect or customer information. This avoids redundancy and distributes insights
across all apps.
For instance, A web chat agent has access to web behavior of the customer, and
campaign managers have access to chat conversations, all in real-time. Sales Managers
can manage their prospects and Customer managers can run their loyalty programs, all
on the same platform
With so many features, doesn’t this platform need a highly qualified
professional to manage?
Yes, you will need a marketing professional to manage but not a large team. Since most
features are configurable and work-flow based, you will need a marketing mind to set
rules, monitor the activity and optimize conversion flows
This allows even the thinnest marketing teams to execute customer campaigns
The remaining part of the conversation was mostly about business growth and had no context to the workings of the platform
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