Some brief thoughts on the need for, value of and challenges with optimizing customer conversion rates using product, marketing and sales data signals. Material touches on product-led growth, customer data platforms, personalization, and omnichannel experiences.

1. Building a growth engine
Lyndon Wong
https://www.linkedin.com/in/lyndonwong/

2. Need
● Optimize lead to customer
conversion rates, by harnessing
product, marketing and sales data
signals
Mktg
campaign
App
use
Sales
contact
Prospect
Customer
2

3. Value
● Dynamically personalizing
channels based on prior activity
can increase campaign
engagement rates by over 10X
● Driving omnichannel
engagement across marketing,
product and sales channels can
increase customer conversion
rates by 2X - 4X
3

4. Challenges
● Unifying customer
data across product,
marketing and sales
systems
● Deploying a martech
stack capable of
harnessing the above
data
● Creating personalized
customer facing
experiments,
campaigns and touch
points
App
+
Site
CDP CRM
Mktg
Stack
User events
Lead and
Account Status
Event History
Events +
attributes
msg
Personalization
based on event
data
Deep
Link
Lead Score
Tasks
Web
hooks
4

5. Steps
1. Map customer journey to conversion funnel
2. Develop preliminary hypotheses, initial experiment roadmap
3. Define data and user tracking requirements
4. Setup necessary martech environment and data integrations
5. Create initial test campaigns, analyze results, iterate
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