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Get on the bus with your prospects
to win their business
@Kissmetrics
#Kisswebinar
@thuelmadsen
Thue Madsen
Marketing Operation Manager,
Kissmetrics
Brian began his career at Teradata, analyzing consumer data
for Proctor & Gamble. Then he built an analytics tools company...
1 The sales funnel is not the customer journey
2 Define key segments in your customer journey
3 Track, measure, improve - ...
The New Funnel is the
full customer journey
Supporting the Customer Journey
#Kisswebinar
Old funnel
Marketing
Sales
CS
➔ Top-heavy on resources, not ROI
➔ Customers entered the product late
➔ Next “...
#Kisswebinar
New funnel
Sales
CS
Growth Marketing
Sales
CS
The Modern Customer Journey Funnel
➔ Lines across the funnel ha...
Mapping your Customer Journey to your Growth Cycle
Webinar
sign-up
Webinar
attended
Email not
opened
Demo
3 unanswered
cal...
Webinar
sign-up
Webinar
attended
Email not
opened
Demo
3 unanswered
calls
Free trial
No login
Started
using
Not using key
...
Webinar
sign-up
Webinar
attended
Email not
opened
Demo
3 unanswered
calls
Free trial
No login
Started
using
Not using key
...
Mapping your Customer Journey to your Growth Cycle
Webinar
sign-up
Webinar
attended
Email not
opened
Demo
3 unanswered
cal...
Key Segments: Start with the Milestones
Webinar
sign-up
Webinar
attended
Email not
opened
3 unanswered
calls
No login
Case...
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
Expansion
users
Advocate!
Shaping the Key Gro...
Shaping the Key Growth Segments
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
expansion
use...
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
Expansion
users
Advocate!
Shaping the Key Gro...
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
Expansion
users
Advocate!
Now what do I do wi...
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
Expansion
users
Advocate!
Key Growth Segments...
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
Expansion
users
Advocate!
Key Growth Segments...
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
Expansion
users
Advocate!
Key Growth Segments...
Demo
account
New trial
sign-up
Active trial
New
Customer
Active
Customer
New
Expansion
users
Advocate!
Key growth segments...
Capture all
behavioral data
from apps and
websites
Analyze
Behavioral
analytics
Campaigns
Engage people based
on behavior
...
Stay tuned for a full
overview of Kissmetrics
Work with your customer journey
1. Define and monitor key segments
2. Engage and interact with individuals
3. Measure, ana...
Get on the bus with your prospects and join their journey to become your customers
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Get on the bus with your prospects and join their journey to become your customers

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Published on

Getting your prospects to pay attention is one thing and getting them to buy is a long way from that. Understanding the customer journey and reacting in the right way, at the right time is key to solid customer acquisition.

In this webinar, you'll learn how to use Kissmetrics to spot key trends in the journey, define segments that matter and target those segments with the right messages at the right time--to win their business.

You’ll learn how to use Kissmetrics to:

Segment your audience to focus on the prospects that matter the most
Target your best segments with the help of Kissmetrics
Engage your best segments at the most impactful time to win their business

Published in: Marketing
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Get on the bus with your prospects and join their journey to become your customers

  1. 1. Get on the bus with your prospects to win their business
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen Thue Madsen Marketing Operation Manager, Kissmetrics
  3. 3. Brian began his career at Teradata, analyzing consumer data for Proctor & Gamble. Then he built an analytics tools company, which was acquired by PeopleSoft. Later, he was the CEO of Quantivo, one of the first large-scale cloud-based analytics platforms. So he understands what it takes to build an analytics solution that people love. Brian Kelly CEO, Kissmetrics @bkkelly
  4. 4. 1 The sales funnel is not the customer journey 2 Define key segments in your customer journey 3 Track, measure, improve - - rinse and repeat How to leverage the customer journey to drive growth #Kisswebinar 4 Key takeaways and Q&A 5 How Kissmetrics can help
  5. 5. The New Funnel is the full customer journey
  6. 6. Supporting the Customer Journey
  7. 7. #Kisswebinar Old funnel Marketing Sales CS ➔ Top-heavy on resources, not ROI ➔ Customers entered the product late ➔ Next “lead” gets more focus than “customers” ➔ No significant product or LTV influence in stages ➔ Riddled with “throw it over the wall” and finger pointing Typical Customer Journey Funnel The Old Way
  8. 8. #Kisswebinar New funnel Sales CS Growth Marketing Sales CS The Modern Customer Journey Funnel ➔ Lines across the funnel have blurred ➔ More attention and care--or expect churn ➔ Deeper understanding of behavior, and better treatment is required--or bye-bye The New Way A new approach is required to drive growth
  9. 9. Mapping your Customer Journey to your Growth Cycle Webinar sign-up Webinar attended Email not opened Demo 3 unanswered calls Free trial No login Started using Not using key features Purchased Case study download 5 support calls Heavy use excited Usage slowing Additional users Upgrade!!! Not adopting new features
  10. 10. Webinar sign-up Webinar attended Email not opened Demo 3 unanswered calls Free trial No login Started using Not using key features Purchased Case study download 5 support calls Heavy use excited Usage slowing Additional users Upgrade!!! Not adopting new features MARKETING SALES CS Mapping your Customer Journey to your Growth Cycle
  11. 11. Webinar sign-up Webinar attended Email not opened Demo 3 unanswered calls Free trial No login Started using Not using key features Purchased Case study download 5 support calls Heavy use excited Usage slowing Additional users Upgrade!!! Not adopting new features MARKETING SALES CS GROWTH MARKETING Mapping your Customer Journey to your Growth Cycle
  12. 12. Mapping your Customer Journey to your Growth Cycle Webinar sign-up Webinar attended Email not opened Demo 3 unanswered calls Free trial No login Started using Not using key features Purchased Case study download 5 support calls Heavy use excited Usage slowing Additional users Upgrade!!! Not adopting new features
  13. 13. Key Segments: Start with the Milestones Webinar sign-up Webinar attended Email not opened 3 unanswered calls No login Case study download 5 support calls Usage slowing Not adopting new features Demo account New trial sign-up Active trial New Customer Active Customer New expansion users Advocate! Inactive Trial
  14. 14. Demo account New trial sign-up Active trial New Customer Active Customer New Expansion users Advocate! Shaping the Key Growth Segments
  15. 15. Shaping the Key Growth Segments Demo account New trial sign-up Active trial New Customer Active Customer New expansion users Advocate!
  16. 16. Demo account New trial sign-up Active trial New Customer Active Customer New Expansion users Advocate! Shaping the Key Growth Segments
  17. 17. Demo account New trial sign-up Active trial New Customer Active Customer New Expansion users Advocate! Now what do I do with these segments? 1. Define the “rules” of each segment 2. Monitor how many people enter and exit 3. Where do they go when they exit--conversion or drop-off 4. Create initiatives to influence / improve each segment 5. Measure, analyze, optimize--rinse and repeat Key Growth Segments
  18. 18. Demo account New trial sign-up Active trial New Customer Active Customer New Expansion users Advocate! Key Growth Segments: Define the Rules ➔ Signed-up for a trial ➔ Viewed trial set-up process video ➔ Build a user profile (or other key product feature) ➔ Replied to email asking is they have everything they need ➔ All of the above happened in the last 14 days
  19. 19. Demo account New trial sign-up Active trial New Customer Active Customer New Expansion users Advocate! Key Growth Segments: Monitor Segment Health 422 people in segment ● Up 25 people from last week ● 35 exited segment ● 6 (17%) converted New Customer segment
  20. 20. Demo account New trial sign-up Active trial New Customer Active Customer New Expansion users Advocate! Key Growth Segments: Act on each Segment
  21. 21. Demo account New trial sign-up Active trial New Customer Active Customer New Expansion users Advocate! Key growth segments: Measure, Analyze, Optimize
  22. 22. Capture all behavioral data from apps and websites Analyze Behavioral analytics Campaigns Engage people based on behavior Populations Define and track key segments
  23. 23. Stay tuned for a full overview of Kissmetrics
  24. 24. Work with your customer journey 1. Define and monitor key segments 2. Engage and interact with individuals 3. Measure, analyze, optimize...rinse and repeat

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