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1
Webinar Liftoff: September 3, 2015 @ 9am PDT
How Behavior Based
Marketing Cut This
Startup’s Onboarding
Time in Half
2
ASK US ANYTHING
#smartmarketing
@autopilotus
@getnarrative
@segment
#smartmarketing
3
TODAY’S SPEAKERS
Jake Peterson
VP Success, Segment
@DirtyAnalytics
Sarah Massengale
Community Manager, Narrative
@uSweSarah
Guy Marion
CMO, Autopilot
@Guy_Marion
#smartmarketing
4
ABOUT NARRATIVE
#smartmarketing
The startup behind Narrative
Clip, the world’s most
wearable camera
Born from a successful
Kickstarter campaign in 2012
ABOUT AUTOPILOT
The easy and visual way to
automate your customer’s
journey using email, sms, and
postcards.
6
SAVVY MARKETERS DRIVE 2X THE LEADS
#smartmarketing
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
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
HOW SEGMENT WORKS
#smartmarketing
John
Completed
Order
Jane
Signed
Up
10
HOW SEGMENT WORKS
#smartmarketing
Jane
Signed
Up
John
Completed
Order
11
HOW SEGMENT WORKS
#smartmarketing
John
Completed
Order
Jane
Signed
Up
Demo
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
Narrative’s Onboarding Journey
15
THE CHALLENGE
#smartmarketing
Improve onboarding
Prevent churn
Reactivate churned users
16
THE TASKFORCE
#smartmarketing
Marketing CEOCustomer CareProduct
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
KEY MOMENTS
#smartmarketing
1 Register Device 2 Log in on mobile 3 Upload 300 photos
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
Demo
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#smartmarketing
Claim one of 250 Narrative Clips!
San Francisco | Sept 15-18 | Booth N1842
@
https://autopilothq.com/df-2015.html
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?

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