Communication has changed. We’re rapidly expanding beyond email and into messaging. As a society, it’s where we have our most meaningful conversations. Facebook Messenger is the fastest growing channel in the world. With 1.3B users, it’s already larger than Instagram, Twitter, and Pinterest combined. It’s also the only channel of this magnitude that isn’t saturated with marketers (yet). But why? Herein lies the secret of this webinar. With all eyes and dollars aimed at building chatbots for customer service, we’re going to teach you how to use them to scale customer acquisition, generate more revenue, and get ahead of your competitors. In this webinar Samir ElKamouny, co-founder of Fetch & Funnel, will show you exactly how modern marketers are using Facebook Messenger & Chatbots to increase sales and leads at a fraction of the cost. - What messenger marketing is, and the role of chatbots - The most impactful acquisition strategies and use cases - How to build a new subscriber list, AND get 10x results over email from your existing list - How to get a 40x bottom of funnel ROAS - 3 powerful chatbots that are easy to implement and will produce exceptional results, applicable to nearly every business - Which messenger bot platform is best for your business

1. Messenger Marketing & Chatbots:
How To 10x Sales & Leads
Before Your Competitors
SAMIR ELKAMOUNY, FETCH & FUNNEL

2. @Kissmetrics
#Kisswebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Samir is the co-founder of Fetch & Funnel, a digital
marketing and customer acquisition agency based in
Boston. He’s run successful campaigns for some of the
largest brands in the world, down to pre-launch planning for
crowdfunding campaigns. When’s he’s not obsessing over
ROAS he’s mountain biking, traveling, and spending time
outdoors with his wife and two Thai street dogs.
SAMIR ELKAMOUNY
Co-Founder & Chief Growth Officer, Fetch & Funnel
m.me/SamirSecrets

4. m.me/FetchFunnel
#Kisswebinar
m.me/SamirSecrets

5. 1 Messenger Marketing & The Role Of Chatbots
2 What In It For Marketers?
5 3 Powerful Chatbots YOU Can Use Right Now
TABLE OF CONTENTS
#Kisswebinar
• eCommerce - Coupons & Promotions (bottom of funnel)
• Lead Generation - Lead Magnets, Webinars, Events, Content, etc.
• List Growth - Building a subscriber list and broadcasting
2
3 Subscriber Acquisition Strategies & Use Cases
4 Which Bot Platform Do I Use?
6 How To 10x Results Using Each Chatbot
7 BONUS Giveaway!

6. PART 1:
MESSENGER MARKETING &
THE ROLE OF CHATBOTS

7. #Kisswebinar
What is Messenger Marketing?

8. #Kisswebinar
But why should I care?

9. #Kisswebinar
Communication is moving away
from email, sms, and phone calls.

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It’s moving toward messaging apps.

11. Source: https://blog.bufferapp.com/messaging-apps #Kisswebinar
Let’s look at some data...

13. #Kisswebinar
According to Facebook
• 63% of business owners said messaging
from customers has increased over the
past two years
• 56% of consumers would rather message a
business than call for customer service
• 61% of consumers like personalized
messages from businesses

14. #Kisswebinar
• 902 million daily active users
• 17% annual user growth
• 23% annual growth in monthly transactions
• 70.8% of businesses accept WeChat
• 83% of people use WeChat for work
2017 WeChat Statistics

15. #Kisswebinar
87.7%
WECHAT
Tools Used Daily For Work (China)
22.6%
EMAIL

16. #Kisswebinar
PRO TIP
Don’t use orange, brown, black, and flesh
for your infographics

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87-94% of users in China pay for
offline purchases using WeChat…

18. #Kisswebinar
HERE’S MY
BIG BOLD PREDICTION

19. #Kisswebinar
Messenger will replace channels like email,
sms, even websites within 5 years!

20. #Kisswebinar
Messenger will not be just another channel
like it is today…

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Messenger will be the channel

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It will become the world’s largest channel
in the next 5 years!

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Why? Because the shift to messaging
has already taken place!

24. PART 2:
WHAT’S IN IT FOR MARKETERS?

25. #Kisswebinar
Benefits For Marketers
• Acquire highly engaged subscribers / leads
• Deliver quality content without friction
• Re-engage potential customers
• Generate more sales
• Market to your subscribers on a new
channel, that they LOVE to use
• Track and segment subscriber lists for
tailored content

26. Dmitriy Kachin
Chatfuel
Obviously, numbers vary across the
board – and better bot experiences with
more engaged audiences are getting
80-90% response rates. While even the
least favorable experiences are in the
35-40% range.
“

27. #Kisswebinar
The highest engagement of any channel.
Better than email & social.

28. #Kisswebinar

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VS.
Messenger has less friction…

30. Elissa Hudson & Justin Lee
Hubspot
“It might take a little muscle to build a
Facebook Messenger bot to collect lead
information, but the effort is well worth it.
Use Facebook ads plus Messenger as a
powerful one-two punch.”
“

31. #Kisswebinar
Behavioral Automation
Just like email
Attractiveness
Buttons, images, videos, gifs, etc.
High Engagement

32. #Kisswebinar
THIS IS NOT MARKET SPECIFIC

33. THIS IS NOT MARKET SPECIFIC
#Kisswebinar

34. #Kisswebinar
Our data shows messenger has 5-10x higher
engagement than email

35. Email list of 4,547
Messenger list of 457
Here’s an example...
#Kisswebinar
73 Clicks
63 Clicks

36. Messenger had 7.4x higher engagement
on the same content!

37. PART 3:
SUBSCRIBER ACQUISITION STRATEGIES
& USE CASES

38. #Kisswebinar
METHODS TO ACQUIRE SUBSCRIBERS
How do people subscribe to your list?
1. Anyone that messages your FB page
2. Anyone that comments on your FB post
3. “Send To Messenger” website CTA
4. Website checkbox plugin
5. Website customer chat plugin

39. #Kisswebinar
Acquire Subscribers From Comments
• Use your Facebook page, or an ad
directed to your bot
• Your bot will send an automatic
private message to a user who
comments on a post
WAYS TO ACQUIRE SUBSCRIBERS

40. GET SUBSCRIBERS FROM YOUR WEBSITE
#Kisswebinar
“Send To Messenger” plugin
Requires button pressing on the page.
Checkbox plugin
Does not require button pressing on the
page.
Customer Chat plugin for your website
Place a Messenger chat window right on your
website. All visitors who initiate a chat will
automatically become subscribers.
*Please use care. We recommend isolating
this group from within your list segmentation.

41. BIG LIST OF BENEFITS & USE CASES
#Kisswebinar
Generate Sales & Leads
• Increase AOV & Customer LTV
• Increase Conversion Rates, Revenue, ROAS
• Reduce Cart Abandonment
• Personalize the Buying Experience
• Pair the right products or services to every person
• Streamline the Purchase Process
• Alleviate common barriers such as sizing, product
configuration, or lack of website info
• Walk people through product options or
configurations
• Capture Leads & Subscribers Simultaneously
• Drive Webinar & Event Attendance
• Pre-Qualify Leads
Acquire Subscribers
• Personalize your customer experience
• Build & monetize your messenger subscriber list
• Much lower cost-per-subscriber compared to email
• Avg. 80%+ Open Rates
• Avg. 50%+ CTRs (4x-10x higher than email)
• Create & automate sequences to subscribers
• Track performance at every step of the funnel
• Segment your subscriber list just like email
• Sync subscribers to your email list
• Promotional blast to segmented groups or full list
• Capture consumer intentions, motivations, preferences
• Stop relying on third-party data!

42. #Kisswebinar
CHATBOT USE CASES
Examples of basic bots you can build…
• Newsletter
• Surveys & Forms
• Announcements & Reminders
• Educational Content
• Informational (products, services, etc.)
• eCommerce

43. PART 4:
WHICH BOT PLATFORM DO I USE?

44. #Kisswebinar
WHICH BOT PLATFORM DO I USE?

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The Good
Doesn’t experience bugs (it just works!)
Completely Free (“Powered by Chatfuel”)
Advanced Subscriber Segmentation
Accept Payments
Better Analytics
A.I. & NLP
The Bad
Less intuitive UI (initially)
Less friendly to novices
More expensive as you grow
VS
The Good
Lower Cost
Allows Popups
Subscriber Segmentation
Easier to Use (initially)
Allows Attachments
A lot of features on the horizon
The Bad
Less control
Experiences some bugs
Unintuitive beyond the surface
Less A.I. (conversational)
WHICH BOT PLATFORM DO I USE?
THE BIG TWO

46. WHY CHOOSING WHICH PLATFORM IS SO IMPORTANT
#Kisswebinar
Your subscribers are stuck
within that platform…

47. HOW WE USE CHATBOTS

48. #Kisswebinar
HOW WE USE CHATBOTS
Lead Generation & Collection
Great for using traditional lead magnets like webinars, events, giveaways,
white papers, etc and turning them into leads.
Retargeting – Middle & Bottom of Funnel
We love using bots to deliver coupon codes and other offers within
retargeting campaigns.
Product Recommendations
A well-designed bot helps answer consumer questions, overcome common
objections, find the perfect product, and ultimately captures more sales.

49. PART 5:
3 POWERFUL CHATBOTS
YOU CAN USE RIGHT NOW

50. #Kisswebinar
ToFu = Top of Funnel
MoFu = Middle of Funnel
BoFu = Bottom of Funnel
3 POWERFUL CHATBOTS YOU CAN USE RIGHT NOW
PRO TIP:

51. #Kisswebinar
1. Coupon Bot – BoFu
Coupons, discounts, promotions, cart abandonment
2. Lead Gen Bot – ToFu
Webinar registration, content distribution
3. Sizing Bot – MoFu/BoFu
CRO, alleviate funnel bottlenecks, lead qualification
BONUS:
Subscriber Acquisition Bot – ToFu
3 POWERFUL CHATBOTS YOU CAN USE RIGHT NOW

52. ABANDONED CART / COUPON BOT

53. #Kisswebinar
Bottom of Funnel Retargeting
• Engage your audience on their own turf
• Higher usage and effectiveness of promos
• Reduce cart abandonment
• Generate sales
• Increase ROAS
ABANDONED CART / COUPON BOT (BOFU)

54. Receive discount/promo via
Facebook retargeting ad
Opens FB Messenger,
chatbot is initiated
User clicks CTA & opts into offer
• User is taken to checkout page
• User is now a subscriber for future
communication and reminders
#Kisswebinar
HOW IT WORKS

55. ABANDONED CART / COUPON BOT (BOFU)
#Kisswebinar
Key Data Points
• $311 in ad spend
• $14,975 in revenue generated
• 50.36x ROAS (up from lifetime 7.45x)
• 1133% increase in conversion rate

56. ABANDONED CART / COUPON BOT (BOFU)
#Kisswebinar
Normal Ads (No Bot)
Ads + Messenger Bot

57. ABANDONED CART / COUPON BOT (BOFU)
#Kisswebinar
BEFORE CHATBOT
7.5x ROAS
$234.53 CPA
AFTER CHATBOT
50.4x ROAS
$33.83 CPA

58. ABANDONED CART / COUPON BOT (BOFU)
#Kisswebinar
Steps to build the Coupon bot:
1. Create Facebook Messages Campaign / JSON Ad
2. Create the chatbot response in Chatfuel/Manychat
3. Set up the keywords
4. Set up the sequences and let the $$$ flow!

59. CHOOSING CAMPAIGN GOAL
#Kisswebinar

60. SETTING UP THE AD
#Kisswebinar

61. SETTING UP THE AD
#Kisswebinar

62. SETTING UP THE AD
#Kisswebinar

63. #Kisswebinar
SETTING UP THE AD

64. CHATBOT SETUP
#Kisswebinar

65. CHATBOT SETUP
#Kisswebinar

66. #Kisswebinar
CHATBOT SETUP

67. #Kisswebinar
CHATBOT SETUP

68. SUMMARY
#Kisswebinar
In summary…
Sales chatbots are more than just a novelty
• Alleviate bottlenecks in the sales process
• Proactively handle objections or customer concerns without human
interaction
• They improve conversion rates
• “Always On” sales assistant
• Reduce cart abandonment and recover lost revenue

69. LEAD GENERATION BOT

70. #Kisswebinar
BENEFITS
• Minimal friction, super easy to
register / opt in
• More leads at a lower cost
• Significantly more engaging for users
• Lead qualification
• Easily guide users through a funnel
LEAD GENERATION BOT - TOFU

71. LEAD GENERATION BOT - TOFU
#Kisswebinar

72. LEAD GENERATION BOT - TOFU
#Kisswebinar
$1 Webinar Registrations!

73. LEAD GENERATION BOT - TOFU
#Kisswebinar

74. LEAD GENERATION BOT - TOFU
#Kisswebinar

75. LEAD GENERATION BOT - TOFU
#Kisswebinar

76. KISSMETRICS POPULATIONS!!!
#Kisswebinar
NEW!
Kissmetrics Populations Connections
• Automatically update FB
audiences as new people
enter or exit your populations
• Dynamically update your best
FB audiences!

77. KISSMETRICS POPULATIONS!!!
#Kisswebinar

78. PRODUCT RECOMMENDATION BOT

79. #Kisswebinar
PRODUCT RECOMMENDATION BOT

80. PRODUCT RECOMMENDATION BOT
#Kisswebinar

81. PRODUCT RECOMMENDATION BOT
#Kisswebinar
Key Data Points (60 Days):
• 500+ Visitors have used the sizing bot
• 12% Increase in Avg. Monthly Sales
• We introduced an auto-sequence follow-up,
with timed messages
• We ask users if they have further questions
or need additional assistance
• We can message this audience in the
future with discounts or promotions

82. CHATBOT SETUP
#Kisswebinar

83. KEYWORDS SETUP IN CHATBOT
#Kisswebinar

84. TOFU BONUS
SUBSCRIBER ACQUISITION BOT

85. BONUS: TOP OF FUNNEL – HOW TO GET SUBSCRIBERS
#Kisswebinar
BENEFITS OF MESSENGER
SUBSCRIBER LISTS
• Subscribers cost less than email
• Create auto-sequence drip campaigns
• Advanced audience segmentation
• Dramatically higher engagement
• Low friction opt-in, easily get subscribers
• Easier to unsubscribe than email
*Just be sure to pick the right lead magnet

86. BONUS: TOP OF FUNNEL – HOW TO GET SUBSCRIBERS
#Kisswebinar

87. BONUS: TOP OF FUNNEL – HOW TO GET SUBSCRIBERS
#Kisswebinar

88. HOW TO 10X RESULTS
USING EACH CHATBOT

89. USE SEQUENCES!!!

90. CAMPAIGNS, SEQUENCES, & BROADCASTS
#Kisswebinar

91. #Kisswebinar
As a business you’ll be able to set up your chat bot to
automatically message a user based on their last action.
USING SEQUENCES TO 10X RESULTS
Behaviorally Targeted Messages
Dynamically Sent via Facebook Messenger!!!

92. BENEFITS OF MESSENGER BOTS
#Kisswebinar

93. IT WILL NEVER BE THIS CHEAP TO
BUILD A MESSENGER SUBSCRIBER
LIST AGAIN!!!!

94. BONUS! Giveaway Time
Fetch & Funnel
@Fetch.Funnel
m.me/fetchfunnel

95. BONUS: Giveaway Time!
#Kisswebinar
How to get a free chatbot built for your business
1. Visit m.me/fetchfunnel or facebook.com/fetchfunnel
2. Send us a message with “Kissmetrics”
3. We’ll select three winners and build a bot for you!

96. KISSMETRICS
@Kissmetrics
tmadsen@kissmetrics.com
Questions?
FETCH & FUNNEL
@Fetch.Funnel
samir@fetchfunnel.com

97. Questions?
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
SAMIR ELKAMOUNY
Co-Founder & Chief Growth Officer, Fetch & Funnel
m.me/SamirSecrets
samir@fetchfunnel.com