Watch the webinar replay: http://flightschool.autopilothq.com/video/narrative-onboarding-journey-webinar/ Try Autopilot free for 30 days: https://autopilothq.com/free-trial.html Delivering a "wow" onboarding experience helps people fall in love with your product and become customers for life. Join Autopilot's CMO Guy Marion along with Segment's VP, Success Jake Peterson and Narrative's Community Manager Sarah Massengale as they share how Narrative improved their customer onboarding using behavior based marketing automation. In this webinar, you’ll learn: -How a highly personalized onboarding experience can accelerate your customer conversion rate -Key steps to optimizing your onboarding and activation funnel -How Narrative, the startup behind the world's most wearable camera, built their onboarding journey and cut conversion time in half

1. 1
Webinar Liftoff: September 3, 2015 @ 9am PDT
How Behavior Based
Marketing Cut This
Startup’s Onboarding
Time in Half

2. 2
ASK US ANYTHING
#smartmarketing
@autopilotus
@getnarrative
@segment
#smartmarketing

3. 3
TODAY’S SPEAKERS
Jake Peterson
VP Success, Segment
@DirtyAnalytics
Sarah Massengale
Community Manager, Narrative
@uSweSarah
Guy Marion
CMO, Autopilot
@Guy_Marion
#smartmarketing

4. 4
ABOUT NARRATIVE
#smartmarketing
The startup behind Narrative
Clip, the world’s most
wearable camera
Born from a successful
Kickstarter campaign in 2012

5. ABOUT AUTOPILOT
The easy and visual way to
automate your customer’s
journey using email, sms, and
postcards.

6. 6
SAVVY MARKETERS DRIVE 2X THE LEADS
#smartmarketing

7. 7
WHAT IS BEHAVIOR-BASED MARKETING?
It’s about personalizing and automating your marketing
based on how users engage your app and content
Sally signs up for a
new service
Segment syncs the signup event
from your app to Autopilot
Your system delivers a series of
personalized emails, messages, and
notifications based on her actions
Sally tweets about her awesome
onboarding experience
#smartmarketing

8. 8
ABOUT SEGMENT
#smartmarketing
Everyone wants a best in
class marketing stack
Try new tools without
waiting for engineers
Test similar tools with the
flip of a switch

9. 9
HOW SEGMENT WORKS
#smartmarketing
John
Completed
Order
Jane
Signed
Up

10. 10
HOW SEGMENT WORKS
#smartmarketing
Jane
Signed
Up
John
Completed
Order

11. 11
HOW SEGMENT WORKS
#smartmarketing
John
Completed
Order
Jane
Signed
Up

12. Demo

13. 13
KEY STEPS TO OPTIMIZING YOUR ONBOARDING FUNNEL
#smartmarketing
Identify 3 - 5 important events
Split into discovery, acquisition, and activation phases
Personalize based on key customer segments
A/B test and optimize problem areas
Choosing what to track is an art — too few events and you may
miss a key action; too many and it gets really noisy.

14. 14
Narrative’s Onboarding Journey

15. 15
THE CHALLENGE
#smartmarketing
Improve onboarding
Prevent churn
Reactivate churned users

16. 16
THE TASKFORCE
#smartmarketing
Marketing CEOCustomer CareProduct

17. 17
THE APPROACH
#smartmarketing
• Define Success: how do we measure onboarding and churn?
• Customer Research: a) identify data usage patterns, and b) phone-based user feedback
• Technology: identify solutions for tracking behaviors and for automating marketing
• Content: targeted at inactive and active users. Develop and repurpose existing content
• Automation: created journeys in Autopilot personalized with events from Segment

18. 18
KEY MOMENTS
#smartmarketing
1 Register Device 2 Log in on mobile 3 Upload 300 photos

19. 19#smartmarketing
Goal: Download mobile app and upload 300 photos within 2 days
Activation Welcome Personalization Nurture
Inactive
Partial
Partial
Active
A QUICK GUIDE TO HOW NARRATIVE WORKS
Inactive
Partial
Partial
Active

20. Demo

21. 21
NARRATIVE’S TAKEAWAYS
#smartmarketing
Take a holistic view of the customer
journey
Narrative cut new user onboarding
time in half using personalization
Focus on user retention from day
one

22. 22#smartmarketing
Claim one of 250 Narrative Clips!
San Francisco | Sept 15-18 | Booth N1842
@
https://autopilothq.com/df-2015.html

23. 23
autopilothq.com
blog.autopilothq.com
@autopilotus
support@autopilothq.com
guy@autopilothq.com
segment.com
segment.com/blog
@segment
friends@segment.com
jake@segment.com
getnarrative.com
blog.getnarrative.com
@getnarrative
sarah@narrativeteam.com
QUESTIONS?