The document discusses journey marketing and how Crunchbase improved their customer journey. It began with batch messaging to personas but no customization. Engagement soared after a February email campaign with scrappy segmentation. The journey then became more complex with persona-based lead scoring and using Autopilot as the system of record and traffic cop to direct customers through the journey based on their behavior. The goal is to provide the right message to the right customer at the right time.

1. Walk before you run:
getting started with
journey marketing
Alexandra Mack
Head of Marketing at Crunchbase

2. What’s in a journey?
Communication framework that adapts to customer behavior.
If THIS, then THAT
The right message at the right time.

3. The customer lifecycle
Source: flightschool.autopilothq.com

4. You know Crunchbase
Find companies to:
sell to
market to
partner with
work for
research
integrate
acquire
invest in
buy from
#1 place
to find information
on innovative
companies

5. And we’ve been making moves
crunchbase.com crunchbase pro
2007
Sept.
2015
spin-out from
Aol
Sept.
2016
Feb.
2017
crunchbase
enterprise

6. Smarter tools

7. Our customer journey
All visitors
Registered users
Freemium
Buy upsell

8. The beginning: batch and blast
Develop personas
Custom messaging, but no custom
audiences.

9. Target personas
sales
investors entrepreneurs

10. It wasn’t a journey at first…

11. February 7th email
Scrappy segmentation
Massive engagement

12. Engagement soared
February 7
% increase in daily impressions of paywall views
pro info page
79.64%
add filter 90.24%
edit columns 71.4%
table results bottom
97.34%
export
77.78%
add to list
67.21%
statistics
54.17%

13. It got more complex...
Persona-based
lead scoring

14. Target personas
sales
investors
entrepreneurs
just for fun
(we don’t know who you are)

15. Autopilot as system of record

16. Autopilot as the traffic cop

17. “Don't let perfectionism become an
excuse for never getting started.”
Marilu Henner