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5 Ways to Grow Faster Through User Retention


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Your churn rate is arguably the most important metric for measuring growth. With the rise of single click sign ups and frictionless purchasing power, companies today are having a harder time keeping customers than they are acquiring them—meaning a focus on retention is more paramount than ever for any growth model. Behavior-based emails and in-product engagement through a marketing automation tool is a scalable way to automate retention initiatives, increase customer satisfaction, reduce time to close, and ultimately grow faster.

This is the presentation from our first London workshop featuring Martyn Davies (Programme Director at Ignite Accelerator), Guy Marion (CMO & Growth at Autopilot) and Dylan Damsma (Customer Enablement Manager at Autopilot).

You'll learn 5 proven approaches for retaining customers through automation, including how to:
-Onboard and reactivate new users through product and timed messages
-Enable inactive or struggling users
-Reactivate users who have not logged in for 30+ days (SaaS example)
-Reactivate past buyers who have not purchased for 90 days (E-commerce example)
-Educate customers through best practice content and training

Published in: Marketing
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5 Ways to Grow Faster Through User Retention

  1. 1. 1 5 Ways to Grow Faster Through User Retention
  2. 2. 2 Guy Marion CMO & Growth, Autopilot @guy_marion Dylan Damsma Customer Enablement Manager @dylandamsma Martyn Davies Community, @martynd #Retention Meet the Speakers
  3. 3. 3 4:30 PM Welcome 4:40 PM Autopilot for Startups (Martyn Davies) 5:10 PM Growth through Retention (Guy Marion) 5:40 PM Demo Time - Autopilot Growth Dylan Damsma and Guy Marion 6:30 PM Drinks & Networking #Retention Agenda
  4. 4. CUSTOMER RETENTION AT IGNITE (WITH AUTOPILOT… AND MORE) Martyn Davies @martynd Ignite Accelerator @ignite100
  5. 5. @martynd @ignite100 What is Ignite? UK’s #1 network of angel-backed accelerators London / Manchester / Newcastle / Edinburgh (2017) 14 week, mentor driven, full time programme Investing £32k for 8% equity ‘Team First’ approach to startup selection Next programme is London, applications open now
  6. 6. @martynd @ignite100 Who am I? Programme Director @ Ignite Creative Developer by trade Serial startup mentor and Non-Exec Formerly EMEA boss at SendGrid
  7. 7. @martynd @ignite100 I KNOW A LOT ABOUT ENGAGEMENT
  8. 8. @martynd @ignite100 On Ignite: Growth and retention is key Growth can be slower if your retention is high You need to know your customers Churn sucks, we want to help you lower it
  9. 9. @martynd @ignite100 Ignite has ‘customers’ too Startup Founders Office Hours Attendees Pre-Accelerator Founders Founders we mentor elsewhere Alumni (Not to mention the mentor and investor network)
  10. 10. @martynd @ignite100 We will engage in a meaningful way with over 1900 founders over the next 12 months
  11. 11. @martynd @ignite100 Successful customer retention starts with the first contact and continues throughout the entire lifetime of the relationship
  13. 13. @martynd @ignite100 WEBSITE VISITOR ALUMNI = Lots of CRM = Lots of engagement = Lots of outbound messaging = Lots of context specific comms
  14. 14. @martynd @ignite100 WE WERE NOT GOOD AT THIS
  15. 15. @martynd @ignite100 WE ARE NOW BETTER AT THIS
  16. 16. @martynd @ignite100 Better tools helped us Proper CRM to track people through stages Ability to easily record interactions online and offline Ability to create specific journeys across some/all of what we do
  17. 17. @martynd @ignite100 Our world now
  18. 18. @martynd @ignite100 Autopilot Example
  19. 19. @martynd @ignite100 Zero Code Written
  20. 20. About Autopilot Founded HQ Contacts SAN FRANCISCO SYDNEY 2011 San Francisco 100M+ Offices Platform Integrations Marquis Customers
  21. 21. 22 RETENTION DEFINED #Retention Retention is the act of getting your members to use your product in such a way that it becomes habitual.
  22. 22. Don’t neglect your most valuable leads
  23. 23. 24 Nail it before you scale it
  24. 24. 25 Churn can cost millions $$
  25. 25. 26 Grow lifetime value (LTV)
  26. 26. 27 Earn referrals Abdur-Razaaq Ali @AR0nline Why does everyone use Infusionsoft? @autopilotus is sooo much better. Trust me, I’ve used both.
  27. 27. 28#SaaS Increase your valuation metrics
  28. 28. 29 5 Ways to Grow Retention with Automation
  29. 29. 30 Onboard Nudge Retrieve Reactivate Educate User Status New Semi-active Drop-off Lost Active User Need Get starter - basic orientation Get to an aha moment Get resolution to a blocker Re-engage for a compelling reason Achieve product success Timing First session After 1-2 sessions Within 7 days After 30+ days Post- onboarding Define our retention framework #Retention
  30. 30. 31 Invite team member Connect Stripe Data configuration #Retention Create a successful first time experience 1 ONBOARD NEW USERS
  31. 31. 32 5 Prescriptive Informative #Retention 1 ONBOARD NEW USERS Welcome Message
  32. 32. 33 55 #SaaS 1 ONBOARD NEW USERS In-app tips and support • Invite to webinar • Link to key content • Get feedback • Subscribe to updates
  33. 33. 34#SaaS 1 ONBOARD NEW USERS Review and inspire usage
  34. 34. 35 2 #Retention NUDGE PROACTIVELY Drive users to aha moments with event-based notifications
  35. 35. 36 3 RETRIEVE DROP-OFFS #Retention Help users overcome blockers by rolling out the red carpet
  36. 36. 37 5 REACTIVATE LOST USERS 4 #Retention Incentivize or inspire your lost users to return or buy again
  37. 37. 38 5 EDUCATE ACTIVE USERS #Retention 5
  38. 38. 40 1 Onboard new users Nudge proactively Retrieve the dropoffs Reactivate lost users Educate active users 32 54 SUMMARY
  39. 39. 41 @autopilotus @guy_marion @dylandamsma @ignite100 @martynd #Retention Get in touch