Guillaume Cabane is VP of Growth at Segment and certainly one of the leading true practitioners of the craft. He eats, sleeps and breaths growth and it’s awesome. Kissmetrics is proud to partner with Segment and Guillaume to talk about what practicing growth can mean to an organization as well as the strategies and technologies that support that. In this presentation you will: Understand Guillaume’s overall approach to the growth practice Learn how Guillaume approached and significantly accelerated the growth cycle at Segment by greatly increasing inbound lead to conversion velocity See the key technologies required to drive growth and get a peak at Kissmetrics’ new platform for the first time.

1. Into the Mind of the
Growth Marketer
Guillaume “G” Cabane - VP of Growth, Segment
Derek Skaletsky - Head of Product & Success, Kissmetrics

2. Derek Skaletsky
Head of Product & CS, Kissmetrics
Guillaume Cabane
VP of Growth, Segment
Derek heads both Product and
Customer Success at Kissmetrics.
He came to Kissmetrics via an
acquisition of his customer
engagement start-up, Knowtify
in 2016.
Guillaume is one of the earliest
and most successful Growth
marketers in the biz. His efforts
have driven massive growth at
several companies - including,
now, Segment.

3. 1. Latest news from Kissmetrics
2. Personalization for the 95% - Guillaume
3. Q&A
Agenda

4. Kissmetrics -
people-based,
marketing analytics
for the masses
The new, new Kissmetrics

5. Knowtify
customer
engagement
platform
launches out
of Techstars
The new, new Kissmetrics

6. The new, new Kissmetrics
+
Kissmetrics
acquires
Knowtify

7. The new, new Kissmetrics

8. Kissmetrics:
Customer Engagement Automation
Give modern marketers the best shot possible
at increasing their engaged customer base.
- Job to be Done

9. Kissmetrics:
Customer Engagement Automation
Interest
Acquisition
Activation
Engagement
Advocacy
The new Growth
marketer is responsible
for much more than
demand gen.

10. Kissmetrics:
Customer Engagement Automation
Take
action
Truly
understand
Customer
engagement

11. Kissmetrics:
Customer Engagement Automation
Take
action
Truly
understand
Customer
engagement

12. Populations.
Create and monitor
important business
segments.
Kissmetrics:
Customer Engagement Automation

13. Analyze.
Understand how your doing
& discover opportunities to
drive more engagement.
Kissmetrics:
Customer Engagement Automation

14. Campaigns.
Drive engagement with
beautiful, automated
behavioral emails.
Kissmetrics:
Customer Engagement Automation

15. Campaigns.
Kissmetrics:
Customer Engagement Automation
Populations. Analyze.

16. Guillaume “G” Cabane
VP OF GROWTH AT SEGMENT

17. Personalization
for the 95%
TL;DR: More money. More money!
Moar money! Moarrr money!

18. Our solution
3
Help companies collect, unify, and act on their data.
Unify
Centralize, store, and manage
your data in one place.
Integrations
Raw Data
SQL Data Warehouse
Act
Activate your data in tools needed
to drive revenue.
Servers
Collect
Easily collect data from
every customer touch point.
Cloud
Website
Mobile Apps

19. Waking up:
The Homeloc story

20. My Homeloc Story
5

21. 6
PriceSensitivity
Product Expectations
Our Average Customer Had These Needs

22. 7
PriceSensitivity
Product Expectations
Our Real Customer Had These Needs

23. 8
Think Different
I am not a genius
marketer who can find
that single perfect
message.

24. 9
Personalized Ads
Campaign structure &
personalized ads
Personalized Landing
Pages
A B
CD
Same generic
experience

25. 10
A
B
Optimized Landing Pages

26. INCREASE
IN
11
3X

27. So I started to
think differently.
What if I created a
message
for each individual?
12

28. We Need More Leads

29. 14
“Build It And They Will Come.”
But Why Do They Leave?
of your visitors
do not convert
into leads.
95%

30. 15
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
Hidden
Gems

31. 16
Your Audience
Does Not
Understand You
Problem:
Your Audience
Does Not
Understand You
Problem:
Cognitive Load Conversion Rate
cognitive load limits
conversion rate

32. Find The Best Message
Through A/B Testing?
17
“Stream data to every Product integration your team needs.”
0
7.5
15
22.5
30
Ops Product CEOs Engineers Sales Founder Other Marketing
Your Audience
Does Not
Understand You
Problem:
Your Audience
Does Not
Understand You
Problem:

33. Find The Best Message
Through A/B Testing?
18
“Stream data to every Marketing integration your team needs.”
0
7.5
15
22.5
30
Ops Product CEOs Engineers Sales Founder Other Marketing
Your Audience
Does Not
Understand You
Problem:

34. You Need To Know More
About Each Individual
Moar Data = Moar Leads = Moar Money
Your Audience
Does Not
Understand You
Problem:

35. 20
Email Based
Enrichment Opens
Better Onboarding
Flows
Your Audience
Does Not
Understand You
Problem:

36. 21
Real-Time Enrichment
Your Audience
Does Not
Understand You
Problem:
Enrich data in real time
Use Enrichment services to enrich our customer profiles and reduce friction

37. 22
Your Audience
Does Not
Understand You
Problem:

38. EXTREMELY TARGETED
NURTURING EMAILS
23
Extremely Targeted Nurturing Emails

39. 24
Do logic conditions impact performance?
User Traits
Do logic conditions impact performance?

40. 25
Do logic conditions impact performance?
User Traits
Do logic conditions impact
performance?

41. 26
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
Scoring

42. 27
User Scoring
Scoring

43. 28
Scoring

44. Model Performance
29
Leads with a “very good” customer fit
makes 80% of conversions while they
make less than 16% of leads.
Scoring

45. 30
High Score User
Piecing it all together

46. 31
High Score User
Piecing it all together

47. 32

48. 33
of top score select
“want help”.
30%
How easy is it to get a
call afterwards?
Scoring

49. Using Email As The Key Is Easy
34
• There are many data providers
• Most marketing tools accept the resultant data
• No time sensitivity
• Match rate is high
• We can use lead scoring models
Your Audience
Does Not
Understand You
Problem:

50. Automated Marketing: From Hard To Very Hard
35
Engagement
Signup
Activate
Conversion
Acquisition Website
Instant
Chat
Seconds
Email
Minutes
Your Audience
Does Not
Understand You
Problem:

51. 36
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
Hidden
Gems

52. 37
Discovering
Anonymous
Users
We Need
Another Key
Into The User
Data
Email IP Address

53. 38
Discovering
Anonymous
Users
No Data? No Problem. Ip Lookup.
GET IP
ADDRESS
RETURNS DOMAIN

54. 39
Discovering
Anonymous
Users
Start Learning
About Our Audience2
Key learnings

55. 40
Discovering
Anonymous
Users
Start Learning
About Our Audience2
Key learnings

56. 41
Discovering
Anonymous
Users
Applying Previous Lead
Scoring To Anon Users
GET IP ADDRESS COMPANY OBJECT SEND BACK DATA
RETURNS
DOMAIN
FIRMOGRAPHIC
SCORE

57. 42
Discovering
Anonymous
Users
Applying Previous Lead
Scoring To Anon Users

58. 43
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
Hidden
Gems

59. Automated Marketing: From Hard To Very Hard
44
Using
The Data
Signup Email
Minutes
Activate
Conversion

60. Automated Marketing: From Hard To Very Hard
45
Using
The Data
Engagement
Signup
Chat
Seconds
Email
Minutes
Activate
Conversion

61. Automated Marketing: From Hard To Very Hard
46
Using
The Data
Engagement
Signup
Acquisition Website
Instant
Chat
Seconds
Email
Minutes
Activate
Conversion

62. 47
Enrichment In Minutes
Enables Emails
Using
The Data

63. Finding Outbound Opportunities Within Anon Traffic
48
By joining Ip detection & company scoring
Using
The Data
COMPANY
OBJECT IF SCORE >0.9
IDENTIFY MAX 4
USERS USERS
FIND
PERSONS
WITHIN
COMPANY
FIRMOGRAPHIC
SCORE
GET IP
ADDRESS
RETURNS
DOMAIN

64. 49
Using
The Data
> 1,500
> 300
> 5000
New companies identified per week
Match our top score
New contacts identified per week

65. 50
Using
The Data

66. Using
The Data

67. Using
The Data

68. Using
The Data
Email is good … but a
huge friction compared to
engaging directly with
the user on the site

69. Using
The Data
Enrichment In
Seconds
Enables
Livechat

70. Power Chat For High Score Visitors
55
By joining IP detection & company scoring
Using
The Data
COMPANY
OBJECT IF SCORE >0.9
DISPLAY
LIVECHAT
FIRMOGRAPHIC
SCORE
GET IP
ADDRESS
RETURNS
DOMAIN

71. Using
The Data
Enrichment In
Seconds
Enables
Livechat

72. 57
Using
The Data

73. 58
Using
The Data

74. 59
Using
The Data
25%
50%
75%
100%
Pageviews Generic chat Chat with company name
5X improvement by
injecting company name.
But still only a fraction of
all pageviews
Impact? 5X!

75. 60
Using
The Data
Targeted Chat Has
Become The #4 Source Of
Opportunities In 1 Month

76. Using
The Data
Chat is good … but a huge
friction compared to
having the right content
directly on your site

77. 62
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
Hidden
Gems

78. 63
Enabling
Dynamic
Web Content
Enrichment In
Mili-Seconds Enables
Dynamic Web Content

79. Showtime
64
Enabling
Dynamic
Web Content

80. Showtime
65
Enabling
Dynamic
Web Content

81. What Is The Scope Of Change?
66
Enabling
Dynamic
Web Content
Hero message
Signup CTA
Remove pricing link | customer fit
Inject supported technologies
Change customer logos | industry based

83. Results At 3 Weeks
68
Combinations running live
Empowered the marketing & design teams
Early conversion rates are very, very promising
4.5
Billion

84. 69
Discovering
Anonymous
Users Using
The Data
Enabling
Dynamic Web
Content
Your Audience
Does Not
Understand You
Problem:
Hidden
Gems