Presented by Samarth Bhalla, Growth Marketing Manager, Apna Klub, at EngageMint, Asia's largest Retention Marketing Conference. Samarth uncovers the importance of omnichannel strategy and automation in maximizing ROI. This session covers: - Omnichannel marketing strategies to build automated workflows - Using automation triggers to set the wheels in motion from day 1 - How to make business events trigger automation-based marketing Find the speaker here: https://www.linkedin.com/in/samarthbhalla/ About EngageMint: Hosted with love by WebEngage, EngageMint is a platform that brings together marketers and product managers from across Asia, passionate about one thing - giving their customers the ‘aha’ experiences they deserve. At EngageMint, we strongly believe that by equipping professionals with the right strategies, we can initiate a massive shift in the way businesses think about growth, product experiences, customer retention, and everything else in between. All our sessions are hand-curated and deep-dive into each aspect of user engagement and retention. So all you have to do is take notes and implement these learnings as soon as you get back to work! More details: https://webengage.com/engagemint/ WebEngage is a new-age Retention Operating System, a single suite for marketers to store user data, provide actionable insights, and orchestrate omnichannel campaigns by leveraging user insights to provide a hyper-personalized end-user experience. The platform helps brands drive more revenue from existing customers and anonymous users across 10+ communication channels. WebEngage goes above and beyond a marketing automation platform and powers the user engagement for thousands of enterprise brands worldwide, working across several industries like E-Commerce, Edtech, Fintech, Foodtech, Media & Publications, Gaming, BFSI, Healthcare, and Online Retail. The key clientele includes marquee brands like HUL, Bajaj Finserv, Unacademy, ALT Balaji, MakeMyTrip, Zivame, Firstcry, and many more. ---------------------------------------------- To know more about WebEngage, visit - https://webengage.com/ Book a demo with us: https://webengage.com/campaign-lp/request-a-demo/?utm_source=youtube&utm_medium=social&utm_campaign=engagemint2022&utm_term=samarthbhalla To know the latest insights on customer retention and marketing automation worldwide, follow us here: Twitter: https://twitter.com/WebEngage LinkedIn: https://www.linkedin.com/company/webengage Facebook: https://www.facebook.com/WebEngage/ Instagram: https://www.instagram.com/webengage/

1. The 80-20 Rule:
Make Smart Moves with Automation
2022

2. Automation is a blessing in disguise
for a marketer:
● manage multifunctional
campaigns, across channels
● enable hyper-personalization
● requires minimum human
intervention
It follows the Pareto Principle, which
says 80% of the results come from
20% of the effort.
80
%
RESULTS
20%
EFFORT

3. Automation = 20% of the Effort?
Well, yes..
For simple nuances, such as abandoned cart, you will follow:
Create
campaign
Step 2
Set trigger
event
Step 1
Measure live
performance
Step 3
Time frame
selection
Step 2
Segmentation
Step 1
Track
performance
separately
Step 4
Manually
create
campaigns
Step 3
Manual
Automation

4. Entry/Exit Triggers
Automation allows you
to define entry/exit
triggers based on user
events and attributes.
Streamline User
Journeys
Automation helps you
strategize and streamline
different user journeys
with omnichannel
campaigns.
Visual Workflow
Creation
It is very easy to create
automated workflows
with simple drag-and-
drop feature.
Need More Convincing?
Here’s Why Automation Works

5. And most importantly,
marketing automation
enables hyper-personalization.
How?
Consider this example.

6. When you bought
a car last year..
When your dad
bought a car
in the 90s
vs

7. A shift happened.
The buyer’s journey has shifted from generic, seller-
controlled process to a buyer-powered, self-guided tour.

8. Quick Review of the Buyer’s Journey
The Process of Discovery
Crucial to understanding your buyer
Each stage requires a different type of
conversation
Consideration Decision
Awareness
From not knowing
anything about you to
buying your product or
service

9. For eons, the majority of the buyer’s
journey was controlled by the seller.
Contact with person
85% of your effort WAS focused here
Journey on their own
Consideration Decision
Awareness

10. Contact with person
85% of your effort NEED focus here
Journey on their own
Now, buyers manage 85% of the
journey without human interaction.
Consideration Decision
Awareness

11. User Activation: ApnaKlub’s Secret Sauce

12. Measuring Impact and Success
17% Conversions
100k + Users
engaged

13. So what if…
you could bring the best of previous era human
conversations to your new era digital marketing?

14. How Would We Do That?
Not With
• Generic email blasts
• Treating all acquired
users equally
• Have same conversation
with all users
But With
• Hyper-personalized relevant
emails
• Leveraging CDP to understand
user touchpoints
• Customize user experience
through segmentation

15. Visualizing a User’s Journey
Purchase
made
Drive traffic -
‘check out our
products’
Send purchase
confirmation
Nudge with
promotional message
Send personalized
recommendation
(based on user behaviour
on website)
Drive
repeat
purchase
Rate your
purchase

16. User Activation vs. Retention Workflow

17. Measuring Impact and Success
9% Conversions
83k + Users
engaged

18. Before After
Marketing Automation Marketing Automation
Strategy & Content (The Special Sauce)
Operations & Processes (The annoying stuff)

19. Putting Together Pieces of a Puzzle
Automation + Retention
#1 Identify and segment users
through triggers
Triggers are entry points that start the
Journey experience for a user if their
actions or preferences match the
Trigger Block's conditions.

20. #2 Build a meaningful relationship from day 1
Retention = Building relationship
Automation is a powerful tool which
helps you avoid missing out on crucial
stages in a user’s journey, such as
onboarding and more.

21. #3 Leverage omnichannel strategy to maximize reach
Automation allows you to leverage multiple channels and create omnichannel
workflows to reach users where they are.

22. #4 Drive more conversions
through hyper-personalized
message strategy

23. Any Questions?
Thank You!