"Intent driven automation" by Guillaume Cabe (Apple, Mention, Segment, Drift)
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This document discusses using data and automation to improve conversion rates through more personalized experiences. It argues that salespeople are able to close deals by asking the right questions to gather data on customers and then adapting their pitch based on that personalization. However, current marketing lacks this level of personalization, resulting in lower conversion rates. The document then provides examples of how companies can use data from various sources like IP addresses, website usage, and other online activities to better understand customers and score their intent before they even visit the website. This enriched data can then be used to personalize the digital experience through dynamic content, trigger appropriate messages through different channels like chat, email, advertising, and more to move prospects further up the funnel.
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"Intent driven automation" by Guillaume Cabe (Apple, Mention, Segment, Drift)
- 1. Intent driven automation With great personalization comes great conversion
- 2. 2 @guillaumecabane Guillaume “G” Cabane VP OF GROWTH @DRIFT ADVISOR @SEGMENT
- 4. 4 • Ask the right questions = gather data • Adapt their pitch to close = personalize • Problem: Lack of personalization in marketing drives poor conversion Lack of Data = poor personalization => poor conversion rates Cracking the salespeople secrets
- 5. Sales unit economics When do sales reps make sense?
- 6. Conversion to paid per company size for B2B SaaS (A) Conversionrate 0% 7.5% 15% 22.5% 30% Company size 5 50 200 1,000 10,000
- 7. Average Contract Value per company size (B) $0 $75,000 $150,000 $225,000 $300,000 Company size 5 50 200 1,000 10,000
- 8. Sales Velocity: number leads (#) x deal size ($) x conversion rate (%), divide by conversion time (T) SaaS company focus Cost&Revenuein$ Company size 5 50 200 1,000 10,000 Self-Service Enterprise ABM Cost of sales rep Sales Velocity Marketing Automation
- 9. ABM Wave Company size 5 50 200 1,000 10,000 Self-Service Enterprise Marketing Automation ABM Data poor, high volume = bad marketing & sales Data rich, low volume = Good marketing & sales
- 10. In-funnel examples: abundance of data & high intent Collect - Enrich - Action
- 11. Growth Framework 11 Collect - Enrich & Score - Action
- 12. 12 Engagement Signup Activate Conversion Acquisition Dynamic Website Power Chat Frictionless Signup Personalized Onboarding IP Email
- 14. 14 Frictionless Signup & Onboarding
- 15. 15 Pre-Filling= FrictionReduction In-PageDynamicContent= SocialProof Splitting Form = R. Cialdini’s Principle Of Commitment +30% Conversion Rate!
- 16. 16 Do logic conditions impact performance? UserTraits Dologicconditionsimpactperformance?
- 17. 17 Do logic conditions impact performance? UserTraits Dologicconditionsimpactperformance?
- 19. 19 Frictionless Signup & Onboarding
- 20. Model Performance 20 Leads with a “very good” customer fit makes 80% of conversions while they make less than 16% of leads. Frictionless Signup & Onboarding
- 23. 23
- 24. Using Email As The Key Is Easy 24 • 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 Frictionless Signup & Onboarding
- 25. 25 We Need Another Key Into The User DataEmail IP Address Ip Based Actions
- 26. 26 No Data? No Problem. IP Lookup. GET IP RETURNS DOMAIN Ip Based Actions
- 27. Finding Outbound Opportunities Within Anon Traffic 27 By joining IP detection & company scoring COMPANY OBJECT IF SCORE >0.9 IDENTIFY MAX 4 USERS USERS FIND PERSONS WITHIN COMPANY FIRMOGRAPHIC SCORE GET IP ADDRESS RETURNS DOMAIN Cold Email
- 28. 28 > 1,500 > 300 > 5000 New companies identified per week Match our top score New contacts identified per week Cold Email
- 29. Cold Email
- 30. Email is good … but a huge friction compared to engaging directly with the user on the site Cold Email
- 31. Power Chat For High Score Visitors 31 By joining IP detection & company scoring COMPANY OBJECT IF SCORE >0.9 DISPLAY LIVECHAT FIRMOGRAPHIC SCORE GET IP ADDRESS RETURNS DOMAIN Livechat
- 32. Using The Data Chat Only With Valuable Visitors
- 33. 33 Livechat
- 34. 34 Livechat
- 35. 35 Livechat
- 36. 25% 50% 75% 100% Pageviews Generic chat Chat with company name 5X improvement by injecting company name Impact? 5X!Livechat But still only a fraction of all visitors
- 39. What Is The Scope Of Change? 39 Hero message Signup CTA Remove pricing link | customer fit Inject supported technologies Change customer logos | industry based Dynamic Homepage
- 41. Results 41 Combinations running live Empowered the marketing & design teams Some variations or subgroups perform extremely well 4.5 Billion Dynamic Homepage 3x CR
- 42. Scaling ABM Discovering intent data to drive automation
- 43. Before the funnel 43 no data, low intent Engagement Signup Activate Conversion Acquisition Dynamic Website Power Chat Frictionless Signup Personalized Onboarding IP Email
- 45. Moving up the funel What happens before users hit the website?
- 47. 47 VISITED WEBSITE More Data Signals INSTALLED WEB TECH READING ABOUT “REDSHIFT” UNINSTALLED SDK HIRING DATA ENGINEERS SCORE PROSPECT
- 48. 48 More Output Channels VISITED WEBSITE WEB TECHNOGRAHICS TOPIC SURGING MOBILE TECHNOGRAHICS CUSTOM SITE SCRAPING SCORE PROSPECT Chat Email Web content Advertising Account, User & Campaign Record Physical goods
- 49. VISITED WEBSITE INSTALLED WEB TECH READING ABOUT “LIVECHAT” HIRING SALES DIRECTOR t INTENT SCORE: 0.12 INTENT SCORE: 0.33 INTENT SCORE: 0.61 ADVERTISING: INSTALL {TECH} & 200+ TOOLS EMAIL: DISCOVER THE POWER OF GREAT COMMUNICATION SEND BRANDED GIFT DEMO REQUEST! INTENT SCORE: 0.88 LC: ANYTHING I CAN HELP WITH? The Right Message At The Right Time
- 51. 51 @guillaumecabane Q&A Guillaume “G” Cabane VP OF GROWTH @DRIFT ADVISOR @SEGMENT