A Ride Inside Lyft's Customer Journey

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Follow along with the webinar replay on YouTube: https://www.youtube.com/watch?v=LS1m1onU8p0 Try Autopilot free: https://autopilothq.com/free-trial.html Learn how Lyft uses customer journey marketing to nurture enterprise sales leads and drive growth as the leader in innovation in a competitive ridesharing economy. In this webinar you’ll get an exclusive look at how Lyft automates marketing for their new business travel program, including: -Which landing pages and top-of-funnel content Lyft created to convert high-volumes of inbound sales leads -A deep dive into the journeys Lyft uses to appropriately qualify, route and nurture opportunities into customers -How Lyft tracks the success of their journeys to revenue with Salesforce dashboards

Marketing

A Ride Inside Lyft’s
Customer Journey
WEBINAR LIFTOFF @ 11AM

Ask us anything
#LyftJourney
@AutopilotUS
@Lyft
#LyftJourney

Meet your drivers
Guy Marion
CMO & Growth
Autopilot
Eric MacColl
Demand Gen. Product Marketing Mgr.
Lyft
@MarketingEric@Guy_Marion

Lyft Mobility Solutions
#LyftJourney
Lyft is a ridesharing platform that provides
rides in minutes, in hundreds of cities.
Now, we’re bringing custom, on-demand
ground transportation to hundreds of
organizations through Lyft Mobility
Solutions.

Nurture Overview
• Attract & educate leads
• Identify qualiﬁed leads
• Nurture leads for sales
Goals Buyer Process
• Company size 500+
• Non-generic email address
• Travel managers, procurement,
ﬁnance, admins, HR
• Use cases: events, commuting,
business travel
Contact us
Nurture
Content
Qualiﬁcation
MQL
Customer
#LyftJourney

#LyftJourney
• Spending time prospecting
• Manual qualiﬁcation
• Cold leads
• No nurture journey
• No automation
• Lack content & resources
Before Autopilot
Supporting sales with inbound marketing & automation
After Autopilot
• Marketing attracts &
educates leads
• Marketing/SDRs qualify
• AEs work with warm leads
• Nurture leads who aren’t
sales ready
• Automated lead routing

Setting the foundation: Lyft’s tool stack
CRM
Customer Journey Marketing Landing Pages
Video Hosting
Webinar Hosting

How Lyft tracks results
#LyftJourney
Leads
• Leads to quarter (% pacing)
• Leads month over month
MQLs
• MQLs to quarter (% pacing)
• MQLs month over month
Opportunities Inﬂuenced
Pipeline Inﬂuenced
Nurture
Visitors
Leads
MQLs
SQLs
Opps
Wins

Campaign inﬂuence
• Use Salesforce campaigns to track how
your nurture assets are inﬂuencing
opportunities
• Update new and existing opportunities
from Autopilot

Takeaways
#LyftJourney
What’s working?
• Increasing new leads +600% by automating workﬂow, email and reporting
• Qualifying leads based on: target list, job title, email
• Lead follow up journeys with personalization variables
• Eliminate manual workﬂow by routing leads to strategic and commercial
account owners in Salesforce
Advice for someone starting out:
Consider your customer’s journey and context:
1. What expectations were set before the customer took action?
2. How would you like to be followed up with?

Q&A
Guy Marion
CMO & Growth
Autopilot
Eric MacColl
Demand Gen. Product Marketing Mgr.
Lyft
@MarketingEric@Guy_Marion

Get in touch
autopilothq.com
blog.autopilothq.com
@autopilotus
lyft.com
get.lyft.com/mobility-solutions
@lyft

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A Ride Inside Lyft's Customer Journey

1. A Ride Inside Lyft’s Customer Journey WEBINAR LIFTOFF @ 11AM

2. Ask us anything #LyftJourney @AutopilotUS @Lyft #LyftJourney

3. Meet your drivers Guy Marion CMO & Growth Autopilot Eric MacColl Demand Gen. Product Marketing Mgr. Lyft @MarketingEric@Guy_Marion

4. Lyft Mobility Solutions #LyftJourney Lyft is a ridesharing platform that provides rides in minutes, in hundreds of cities. Now, we’re bringing custom, on-demand ground transportation to hundreds of organizations through Lyft Mobility Solutions.

5. Nurture Overview • Attract & educate leads • Identify qualified leads • Nurture leads for sales Goals Buyer Process • Company size 500+ • Non-generic email address • Travel managers, procurement, finance, admins, HR • Use cases: events, commuting, business travel Contact us Nurture Content Qualification MQL Customer #LyftJourney

6. #LyftJourney • Spending time prospecting • Manual qualiﬁcation • Cold leads • No nurture journey • No automation • Lack content & resources Before Autopilot Supporting sales with inbound marketing & automation After Autopilot • Marketing attracts & educates leads • Marketing/SDRs qualify • AEs work with warm leads • Nurture leads who aren’t sales ready • Automated lead routing

7. Setting the foundation: Lyft’s tool stack CRM Customer Journey Marketing Landing Pages Video Hosting Webinar Hosting

8. Let’s demo! #LyftJourney

9. How Lyft tracks results #LyftJourney Leads • Leads to quarter (% pacing) • Leads month over month MQLs • MQLs to quarter (% pacing) • MQLs month over month Opportunities Inﬂuenced Pipeline Inﬂuenced Nurture Visitors Leads MQLs SQLs Opps Wins

10. Campaign inﬂuence • Use Salesforce campaigns to track how your nurture assets are inﬂuencing opportunities • Update new and existing opportunities from Autopilot

11. Takeaways #LyftJourney What’s working? • Increasing new leads +600% by automating workﬂow, email and reporting • Qualifying leads based on: target list, job title, email • Lead follow up journeys with personalization variables • Eliminate manual workﬂow by routing leads to strategic and commercial account owners in Salesforce Advice for someone starting out: Consider your customer’s journey and context: 1. What expectations were set before the customer took action? 2. How would you like to be followed up with?

12. Q&A Guy Marion CMO & Growth Autopilot Eric MacColl Demand Gen. Product Marketing Mgr. Lyft @MarketingEric@Guy_Marion

13. Get in touch autopilothq.com blog.autopilothq.com @autopilotus lyft.com get.lyft.com/mobility-solutions @lyft

A Ride Inside Lyft's Customer Journey

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