How we use data 1. Scale targeted acquisition with SEO and SEM 2. Optimize our onboarding flow and email optimization 3. Focus on revenue

1. How we use data to drive
growth at Panoply
Optimizing acquisition, onboarding, and conversion

2. trevorfox.com Director of Growth at
Panoply

3. How we use data
Scale targeted acquisition
Optimize our onboarding flow
Focus on revenue

4. Our customer data stack
Customers

5. But first...
my problems with analytics tools

6. 6
Nope.
Spreadsheets?

7. 7
Google Analytics?!

8. 8
Opinionated Analytics Tools...

9. Our customer analytics stack
Customers

10. How we use data to increase traffic
that we know converts
1. Scaling Targeted
Acquisition
Optimize for
bottom funnel
conversions
Scale what
works

11. ● I joined in just after GDPR
compliance
● Set up measurement
● Start learning what converts
● Traffic drops, trials increase
● Traffic quality keeps rising
SEO Acquisition
from the blog
Blog traffic
Trial conversions from blog traffic

12. How do increase traffic that
we know converts?

13. Pros
● Implement first 80% quickly
Cons
● Not retroactive
● High maintenance
● Goals are top funnel
Getting started Google Content Groupings
Blog category Conv. Rate

14. How we use data now
Conv. rate at each funnel step
Traffic over time
Categories

15. ● Find replicable themes
● Think like...
○ Zapier
○ Canva
○ Grubhub
● Develop a cost equation
● Build! Build! Build!
Scaling what works

16. How we use data to shorten the
path to success
2. Optimizing
onboarding
Good Timing Too Late

17. 1 hour: 60% of trials were done
1 day: 72% of trials were done
1 week: 87% of trials were done
First impressions
last a lifetime
60 minutes 24 hours 21 days

18. How do we shorten the path
to success?

19. ● Collecting data is a crucial
part to a successful trial
● A signal for sales and support
● A big signal for lead scoring
● 80% of collects happen in the
first 40 minutes of a trial
Critical first
milestone
First 60 minutes of a trial

20. ● Data is getting bigger
● Spreadsheets don’t scale
● SQL is as universal to data as
Javascript is to the web
Interlude: Get smart. Learn SQL.
SELECT
datediff('minutes', trial_start, collect_time_1)
FROM trial_engagement_dates

21. ● Shortened from several days
down to several hours
● Reactive rather than
time-based triggers
● Fallback emails for later days
Trial engagement
email sequence

22. ● Did it speed up first collects?
No.
● It slowed down first collects.
● That’s a good thing.
2x
Email click-through-rate
So, what happened?
^17%
Relative uplift: collection after 1 hr.

23. ● Slack as a real time analytics
platform
● Zapier sends a webhook to
Slack with every “first collect”
● Watch performance,
proactive support, and
meeting outreach in real time
Timing + Relevance

24. How we use data for to focus on
top quality leads
3. Focusing on
revenue

25. ● Monthly trials went up 3x
over the past 12 months
● Team did not 3x
● Everything needed to scale
● Sometimes less is more
More trials more
problems

26. How do we narrow our focus
on top quality trials?

27. Panoply Onboarding
Set up recurring data collection
Schedule C0llect
Brings data into Panoply
Collect Data
Trial Start
Starts accessing data
Query Data
Invites another user to trial
Invite a User

28. Data-driven scoring
model
Collect Data
Schedule Data
Query Data
Invite Users

29. 20%
Chance of
converting
Deploying the
scoring model
● Scoring computed in Panoply
● Parabola matches scores to
Hubspot Profiles
● SDR’s focus on top prospects
● Strong signals, no guessing

30. ● Sets score property in
Hubspot without code
● All we need is a SQL query
● No maintenance
Shout out to
Parabola

31. How will you use data to grow
your business?

32. Free Trial
Freemium
Free Trial
Freemium

33. trevorfox.com
@realtrevorfaux

34. trevorfox.com
@realtrevorfaux

35. ● Deeper funnel engagement
happens in the Panoply app
● Most important conversions
happen in Salesforce
● Trials are not created equal
Optimizing for deep
funnel conversions