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Intent Driven Automation - #GHConf18

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Less than 1% of potential customers come to your website. Few sign-up, even less convert. It’s not a funnel, but a pasta strainer. In the past Guillaume “G” Cabane has shown how to automate advanced marketing personalization once prospects land on a website. Now G will reveal his master plan and first steps towards automating marketing based on intent … before the website. Contacting the right people with the top companies, at the right time, through the best channel with the perfect message. At scale.

Published in: Business

Intent Driven Automation - #GHConf18

  1. 1. Guillaume “G” Cabane VP Growth, Drift @GuillaumeCabane Intent Driven Automation #GHConf18
  2. 2. Y I E L D B A S E D A U T O M AT I O N M A R G I N B A S E D A U T O M AT I O N Guillaume “G” Cabane VP OF GROWTH @DRIFT ADVISOR @SEGMENT @GUILLAUMECABANE #GHCONF18 MARGIN > REVENUE > LEADS
  3. 3. LONG TERMVISION Create an AI 
 Based on a multiplicity of buying signals Predicts the next best action to maximize margin
  4. 4. Y I E L D B A S E D A U T O M AT I O N AI WEB TECHNOGRAHICS TOPIC SURGING MOBILE TECHNOGRAHICS CUSTOM SITE SCRAPING Chat Email Web content Advertising Account, User and Campaign Record Physical goods Long term vision VISITED WEBSITE SCORE PROSPECTING +
  5. 5. Y I E L D B A S E D A U T O M AT I O N Progress towards vision Value based predictions On-site optimization Prediction based outreach Unexpressed intent discovery 2017 Value based outreach AI Based sequencing Margin prediction
  6. 6. Y I E L D B A S E D A U T O M AT I O N 2017 RECAP From spray & pray to intent driven automation
  7. 7. The days of Spray & Pray are over Quality > Quantity
  8. 8. Marketers use spray & pray because it’s cheap and they don’t know much about their contacts Knowledge is what changed in 2017
  9. 9. Y I E L D B A S E D A U T O M AT I O N SalesVelocityin$/month Company size 5 50 200 1,000 10,000 Sales Velocity Cost of sales leadsProfitable 4 Metrics of Sales Velocity # Number of leads # x $ Average contract value (ACV) $ x % Conversion rate % L Time to conversion L
  10. 10. Y I E L D B A S E D A U T O M AT I O N 4 Metrics of Sales Velocity # Number of leads # x $ Average contract value (ACV) $ x % Conversion rate % L Time to conversion L SalesVelocityin$/month Company size 5 50 200 1,000 10,000 Sales Velocity Cost of sales leadsUnprofitable
  11. 11. Y I E L D B A S E D A U T O M AT I O N SalesVelocityin$/month Company size 5 50 200 1,000 10,000 Sales Velocity Concept and Expectation Sales Velocity Cost of sales
  12. 12. Y I E L D B A S E D A U T O M AT I O N SalesVelocityin$/month Company size 5 50 200 1,000 10,000 Sales Velocity Concept and Expectation Sales Velocity Cost of sales leadsProfitable
  13. 13. Too often we think… 
 “Growth = Automation Automation = Lower costs”
  14. 14. I think… 
 Automation = Better Experience
  15. 15. For “Quality > Quantity” to be true… We need to know more about our leads And we need to predict the sales velocity
  16. 16. Y I E L D B A S E D A U T O M AT I O N GET IP RETURNS DOMAIN 2017: post-visit Optimizations
  17. 17. Y I E L D B A S E D A U T O M AT I O N 0% 19% 38% 56% 75% Low Medium Good Very Good Low Medium Good Very Good Won Opportunities MadKudu Customer Fit Percentage of Lead Types 79% of won opportunities 16% of leads make up
  18. 18. Y I E L D B A S E D A U T O M AT I O N SalesVelocityin$/month Company size 5 50 200 1,000 10,000 Sales Velocity Concept and Expectation Sales Velocity Cost of sales
  19. 19. Y I E L D B A S E D A U T O M AT I O N Company size 5 50 200 1,000 10,000 Enterprise ABM Self-Service Marketing Automation
  20. 20. It is now possible to know the quality of anonymous traffic per source… …and take action!
  21. 21. Y I E L D B A S E D A U T O M AT I O N Send emailFirmographic ScoreGet IP Address Returns Domain COMPANY OBJECT Hundred of high fit companies per day > 80% open rate > 20% response rate IF SCORE > 0.9 Prospection
  22. 22. Y I E L D B A S E D A U T O M AT I O N Display LivechatFirmographic ScoreGet IP Address Returns Domain COMPANY OBJECT IF SCORE > 0.9 We’ve helped companies like Instacart, Crate and Barrel, and IBM to integrate tools like Mixpanel, GA, and GTM. Want to schedule a demo of Segment?
  23. 23. Y I E L D B A S E D A U T O M AT I O N Change HomePage Firmographic ScoreGet IP Address Returns Domain COMPANY OBJECT IF SCORE > 0.9
  24. 24. Y I E L D B A S E D A U T O M AT I O N Account, User and Campaign Record VISITED WEBSITE SCORE PROSPECTING COLLECTION ACTION ACTION ENRICHMENT & FIT SCORING Chat Email Web content Advertising Physical goods
  25. 25. Seeing the success of those strategies, we went on a path to discover other sources of intent. Telling us who is expressing buying behavior before they hit our site. We found a TON of data
  26. 26. Y I E L D B A S E D A U T O M AT I O N Web technographics: SDK install history Alert on competitor install - 1 month after, chance of POC failure -> “how’s the POC going with x?” - 10 month after, warn about contract renewal - Multiple competitor install? “Can we be part of your RFP”?
  27. 27. Y I E L D B A S E D A U T O M AT I O N Get all upvotes on a post. Find contacts.
  28. 28. Y I E L D B A S E D A U T O M AT I O N Capture IP traffic of visits on G2Crowd pages. Find company.
  29. 29. Y I E L D B A S E D A U T O M AT I O N Discover companies surging on specific topics -> What are they reading about? -> re-process all existing customers
  30. 30. Y I E L D B A S E D A U T O M AT I O N Mobile App data: extract release schedule time App version 3.7 3.8 3.9 Predict next major release. PM will have pressure to succeed
  31. 31. Y I E L D B A S E D A U T O M AT I O N Installed Web Tech Reading About “Livechat” Hiring Sales Director TIME Working backwards from the visit Visited Website Upvoted
 Post Visited Category Page Outbound
 Email => We detect intent before it’s expressed to us
  32. 32. Problem: the same user/company can pop up on multiple signals in a short period of time
  33. 33. It’s a simple strategy: start with free channels, then increase pressure. aka. send emails before you deliver a gift Hitting the user like that works … but isn’t optimal. It’s a mediocre experience for them and a loss of margin for us.
  34. 34. Y I E L D B A S E D A U T O M AT I O N Visited Website Installed Web Tech Reading About “Livechat” Hiring Sales Director TIME Demo Request! Capturing & measuring increasing intent… Before it is expressed to us SCORE: 0.12 Intent SCORE: 0.33 Intent SCORE: 0.61 Intent SCORE: 0.88 Intent
  35. 35. Y I E L D B A S E D A U T O M AT I O N WEB TECHNOGRAHICS TOPIC SURGING MOBILE TECHNOGRAHICS CUSTOM SITE SCRAPING Chat Email Web content Advertising Account, User and Campaign Record Physical goods Output Channels VISITED WEBSITE SCORE PROSPECTING COLLECTION ACTION Intent capture Enrich & Fit scoring
  36. 36. Cut the nice designs G, what does the martech stack look like?
  37. 37. Y I E L D B A S E D A U T O M AT I O N In 2017, We Observed Behavior. Now, We Understand & Predict It.
  38. 38. Y I E L D B A S E D A U T O M AT I O N time 1 0.2 User fit User Behavior Conversion event Intent to Convert (p) Visit my website Visit 3rd
 party websites Assisted discovery (nurture campaigns) Register for trial Self discovery of product Discovery of Market Fit & Behavior modeling h/t to @dariusmc behavior enables us to guess intent. Best case scenario Belief is truth, and fit is our best guess at modeling it
  39. 39. Y I E L D B A S E D A U T O M AT I O N time 1 0.2 User belief User motivation Intent to Convert (p) Marketing campaign goal Actual campaign effect Marketing Campaigns = Usually Late to the Game
  40. 40. Y I E L D B A S E D A U T O M AT I O N time 1 0.2 User belief User motivation Intent to Convert (p) injection insufficient / late “Come Back and Get 20% OFF” => Cost incurred but no revenue injection too high “Get a Free Tesla” => Cost > ARRPU = negative Margin optimal time of campaign (t)
  41. 41. Y I E L D B A S E D A U T O M AT I O N fit prediction (f) behavior analysis (b) optimal time to inject motivation (t) Fit & Behavior modeling
  42. 42. Y I E L D B A S E D A U T O M AT I O N Required Momentum injection to reach conversion tipping point (i)
  43. 43. Y I E L D B A S E D A U T O M AT I O N time 1 0.2 User belief User motivation Intent to Convert (p) Optimal Time of Campaign (t) Fit Prediction (f) Behavior Analysis (b) Motivation Injection (i) Prospect reaches conversion tipping point
  44. 44. Y I E L D B A S E D A U T O M AT I O N time 1 0.2 User belief User motivation Intent to Convert (p) Early detection & appropriate injection Maximizes margin optimal time of campaign (t)
  45. 45. REMEMBER: the game isn’t hitting as hard as possible or as early as possible.
  46. 46. Y I E L D B A S E D A U T O M AT I O N “I need to solve pain x - Hey, have you seen feature y and z?” Angle of confusion f+b conversion i behavior fit Vector to conversion & Angle of confusion time Likelihood to buy
  47. 47. Y I E L D B A S E D A U T O M AT I O N PROBLEM EXAMPLES VISION 2018 is the Year to Automate MARGIN M A R G I N B A S E D A U T O M AT I O N
  48. 48. The desired outcome isn’t only conversion or leads. It’s max margin. Highest revenue at lowest cost. Making money without money, isn’t that what Growth Hacking really is?
  49. 49. Y I E L D B A S E D A U T O M AT I O N Injection of momentum to tip over conversion (cost to convert) Capturing buying signals enables prediction of fitf Behavior analysis gives us optimum timing (t) Predicted revenue of user b i 1- (p+b) = i => momentum to inject, and at which angle: Offer + message (f+b)*r => $ => value of prospect r if $ > i => Go ahead if margin is positive Max efficiency is i @ t
 => when i is smallest
  50. 50. Y I E L D B A S E D A U T O M AT I O N Visited Website Installed Web Tech Reading About “Livechat” Hiring Sales Director TIME Demo Request! Predicting intent Value VALUE: $130 Prediction VALUE: $200 Prediction VALUE: $350 Prediction VALUE: $600 Prediction VALUE: $1200 Prediction
  51. 51. Y I E L D B A S E D A U T O M AT I O N VISION Visited Website Installed Web Tech Reading About “Livechat” Hiring Sales Director TIME Demo Request! The Right Action at the Right Time VALUE: $130 Prediction VALUE: $200 Prediction VALUE: $350 Prediction VALUE: $600 Prediction VALUE: $1200 Prediction COST: $0.12 ADVERTISING: Install {Tech} & 200+ Tools COST: $0.01 EMAIL: Discover the power of great communication COST: $20 Send branded gift COST: $4 LIVECHAT: Anything I can help with? Predicted next best
 Action
  52. 52. Y I E L D B A S E D A U T O M AT I O N Let’s start at the beginning. ? We know there are visitors poking around on Drift’s G2 Crowd Page. That’s intent.
  53. 53. Y I E L D B A S E D A U T O M AT I O N An IP Address can help us build a profile. ? 98.217.201.178
  54. 54. Y I E L D B A S E D A U T O M AT I O N growthhackersofficial | likes: 23544 company/growthhackers-com @GrowthHackers - The Official Twitter Account of GrowthHackers. Premiere destination to collaborate and get inspired to help grow your business. Producer of #GHConf18. followers: 187267 | following: 56947 growthhackers.com Helping teams unlock their company’s full growth potential through a combination of software, services and community. - GrowthHackers Marketing & Advertising, SAAS, B2B alexaUsRank: 27794 alexaGlobalRank: 58492 employees: 19 Company Info Social Info Tech Stack
  55. 55. Y I E L D B A S E D A U T O M AT I O N Clearbit tells us a lot about a lead. Madkudu tells us the likelihood that lead will convert. ?
  56. 56. Y I E L D B A S E D A U T O M AT I O N Firmographic ScoreGet IP Address Returns Domain GrowthHackers Company Object
  57. 57. Y I E L D B A S E D A U T O M AT I O N Customer Fit Positive Signals # of SDKs found on website value: 15 web traffic volume value: medium twitter followers value: 187276 Negative Signals employee count value: 19VERY GOOD
  58. 58. Y I E L D B A S E D A U T O M AT I O N Firmographic ScoreGet IP Address Returns Domain GrowthHackers Company Object VERY GOOD Finds persons within company
  59. 59. Y I E L D B A S E D A U T O M AT I O N Clearbit also helps us build a profile around a person Sean Ellis Founder, CEO
  60. 60. Y I E L D B A S E D A U T O M AT I O N sean@growthhackers.com Newport Beach, CA, US Author of Hacking Growth. Coined the term "growth hacking" after using it in early days to ignite breakout growth for Dropbox, Eventbrite, LogMeIn and Lookout. @SeanEllis followers: 122,789 - following: 40,680 in/seanellis Sean Ellis Founder, CEO
  61. 61. Y I E L D B A S E D A U T O M AT I O N • Momentum to close: 70% • Plan: Enterprise • Revenue: $12,000 / year • Close date: 45 days, 3hours • Best next action: invite for lunch • Cost to convert: $ 200 • SalesVelocity: $700 Predictions
  62. 62. Y I E L D B A S E D A U T O M AT I O N Sean Ellis Founder, CEO Overview: This person works like a general: Bold, pragmatic, skeptical, extremely goal-driven, and most comfortable with control. Qualities: 
 Competitive,Assertive, Strategic, Self-reliant Tips: Meet them head-on and speak logically. Move quickly, but be precise. Challenge ideas and assert yourself. Respect their time and speak logically. Dc 75% confidence d: 60 i: 0 s: 0 c: 40
  63. 63. Y I E L D B A S E D A U T O M AT I O N Sean Ellis Founder, CEO When emailing: This person often invokes a pragmatic, objective perspective and can be extremely skeptical of anyone that is too enthusiastic or long-winded. • Write 3 sentences or less • Use data to prove a point • State your purpose for the email in the first sentence Dc 75% confidence d: 60 i: 0 s: 0 c: 40
  64. 64. Y I E L D B A S E D A U T O M AT I O N Sean Ellis Founder, CEO When selling: This person will most likely try to win an argument, but you can persuade them more easily by playing to their more logical qualities. Focus the conversation on how you can help them use time and resources efficiently. • Ask a tough question or issue a challenge • Expect heavy skepticism", • Avoid too much hype", • Don't be thrown off by a very blunt comment Dc 75% confidence d: 60 i: 0 s: 0 c: 40
  65. 65. Y I E L D B A S E D A U T O M AT I O N Firmographic ScoreGet IP Address Returns Domain GrowthHackers Company Object VERY GOOD Finds persons within company Personalize your Message Send Sean a message tailored specifically to him
  66. 66. Y I E L D B A S E D A U T O M AT I O N Sean Ellis Founder, CEO
  67. 67. Y I E L D B A S E D A U T O M AT I O N 2018 Roadmap: - Margin Prediction - Rule based outreach to build a training set - Measure impact of (i) against dataset Value based predictions On-site optimization Prediction based outreach Unexpressed intent discovery 2017 Value based outreach AI Based sequencing Margin prediction 2018 2019
  68. 68. Y I E L D B A S E D A U T O M AT I O N Today we’re announcing revenue reporting
  69. 69. 5 year plan: Build a system that not only computes the next best action, but also it’s content. Based on all aggregated signals, that content will be perfectly crafted and vastly superior to what a human could write.
  70. 70. We reject automated emails, because today their value is lower that of emails written by a human. But when we reach a point AI fueled emails are more valuable than handcrafted emails, how will that perception change?
  71. 71. Your website doesn’t have to suck
  72. 72. Learn more about the GrowthHackers Conference at GrowthHackers.com/Conference

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