As customer engagement automation evolves, the line between analytics and behavioral notifications has begun to blur. In this webinar, we will explore the current customer engagement ecosystem and provide some best practices for eCommerce and SaaS business. You will learn how to define the right behavioral triggers for your business and use them to increase conversions and retention, and decrease churn. Find out why collecting an email address on entrance or exit can lead to more net customers through smart behavioral targeting Turn your dead leads into live customers using smart segmentation for optimal engagement automation Learn how to identify customers likely to churn, and what to say to them to keep them customers

1. Sell More, Churn Less
Learn the power of analytics-based
customer engagement
RYAN KOONCE, CEO, MAMMOTH GROWTH

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
As CEO of Mammoth Growth, Ryan works with his team
to help clients leverage data to drive growth. He is also
Executive Chairman of Attributionapp.com, a SaaS
platform providing multi-touch attribution, and Managing
Director of Roaring Bull Studios, a social game studio.
RYAN KOONCE
CEO, Mammoth Growth
@RyanKoonce

4. www.MammothGrowth.com
#Kisswebinar
@RyanKoonce

5. 1 Section One - Introduction
What is Behavioral
Why Behavioral is more relevant than ever
Quick Identify and Track Primer
Behavioral Notification hannels
SaaS Notification Customer Journey
2 Section Two - Analytics & Behavioral Notifications
3 Section Three - Questions
TABLE OF CONTENTS
#Kisswebinar

6. What the heck is “BEHAVIORAL”?
BUZZWORD BLAST
#Kisswebinar
Before: Load, Spray, and Pray
Now: Real time, Identity and Trigger based
We have almost reached the promise of 1:1 Marketing.

7. WHY NOW?
CROSSING THE CHASM
#Kisswebinar
Wide adoption of Identify and Track data models make it easy
to build profiles around users and track their actions.

8. IDENTIFY AND TRACK PRIMER
#Kisswebinar
Identify Traits
Name
Address
Company
Title
Plan
Shoe Size
Member Level
Lifetime LTV
Track Events
Visited Landing Page
Signed Up
Chose a Plan
Viewed Item
Added Item to Cart
Completed an Order
Invited a Friend
Shared a Post

9. We don’t need
engineers to “pull
lists” for us anymore!
#Kisswebinar
We’re talking to you dot com 1.0 ESPs

10. But… We do need a
unique identifier
#Kisswebinar
That we can use to communicate
(Hint: Email or Mobile Phone!)

11. REACH OUT AND TOUCH SOMEONE
#Kisswebinar
More Behavioral Notification Channels then Ever Before
Email
Text / SMS
In-App Notifications
Chat (real people or bots)
Popups / Modals
Tooltips
Phone

12. Analytics + Notifications = More Conversions
MERGING MARTECH
#Kisswebinar
Analytics providers are now offering notifications.
Notification providers are now offering better analytics.

13. Either Way
#Kisswebinar
You win.

14. HYPOTHETICAL SAAS BUSINESS
#Kisswebinar
ACME WIDGET TOOL CO.
Subscription Service
14 Day Free Trial
Monthly Billing, Cancel Anytime
Integration Required

15. WHAT WE KNOW
#Kisswebinar
From Our Analytics
• Visitors that hover over on the Enterprise plan >5 seconds are
more likely to convert
• Email submission on exit pop is more likely to occur if the pitch
matches the customer persona
• Users that complete their integration within the first 7 days are
more likely to convert to paid
• Users that don’t interact with the app at least 2x per week are 5x
more likely to churn
• Users that agree to a 15 minute training are 10x more likely to
activate a plan

16. Behavioral is
#Kisswebinar
a combination of triggers and segments

17. ACME WIDGET TOOL CO.
#Kisswebinar
SaaS Behavioral User Journey
Visited Site Viewed Plans Hovered on
Enterprise Plan
> 5 Seconds
Exit Intent
Fire Enterprise Exit Pop w/
Email Submit Field
Email SubmittedIdentify UserAugment Data
Update Identify
Fire Chat
Widget
Contextual Chat
Exit Pop
Presented
Started Free
Trial
Send Welcome
Email
Viewed
Dashboard
Send 2nd
Welcome Email
Didn’t open, 1 day passes
Alias Anon Info

18. SAAS EXAMPLE
#Kisswebinar
Activated Plan
Viewed
Dashboard
Integration Not
Completed
2 days pass
Next Integration
Step Tooltip
Integration Step
Completed
Integration Tutorial
Email Sent
Email ClickedIntegration
Completed
Step Property
App Interaction
2 days pass
Feature Highlight
Email Sent
2 days pass
CSR Call Training
Completed

19. SUMMARY
#Kisswebinar
You will increase conversion and decrease churn with
behavioral notifications.
1. Instrument your app for identify and track
2. Build reports that that give you insight into behavioral segments
3. Connect notifications to those triggers and segments that
provide yield
4. Buy boats and Ferraris (or go raise more money)

20. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
RYAN KOONCE
CEO, Mammoth Growth
@RyanKoonce
ryan@mammothgrowth.com