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"Intent driven automation" by Guillaume Cabe (Apple, Mention, Segment, Drift)

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In this talk, he’ll reveal the strategies and tactics that have resulted in incredible growth in leads, revenue and conversion rates for their business. Hear from the mastermind of growth himself, how he was able to gain predictability to their revenue by staying laser focused on their buyer experience. If you're a growth focussed B2B SaaS marketer you won't want to miss this! Guillaume is the VP of Growth at Drift. Prior to joining Drift he was VP of Growth at Segment and Head of Growth at Mention. In addition to other marketing roles at French companies, Guillaume spent 6 years at Apple as the Business Development Manager for Europe Online B2B. Outside of work, Guillaume is a startup advisor, husband, father, cheese-eater and Pastafarian.

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"Intent driven automation" by Guillaume Cabe (Apple, Mention, Segment, Drift)

  1. 1. Intent driven automation With great personalization comes great conversion
  2. 2. 2 @guillaumecabane Guillaume “G” Cabane VP OF GROWTH @DRIFT ADVISOR @SEGMENT
  3. 3. Understanding salespeople I love Salespeople
  4. 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. 5. Sales unit economics When do sales reps make sense?
  6. 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. 7. Average Contract Value per company size (B) $0 $75,000 $150,000 $225,000 $300,000 Company size 5 50 200 1,000 10,000
  8. 8. Sales Velocity: number leads (#) x deal size ($) 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. 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. 10. In-funnel examples: abundance of data & high intent Collect - Enrich - Action
  11. 11. Growth Framework 11 Collect - Enrich & Score - Action
  12. 12. 12 Engagement Signup Activate Conversion Acquisition Dynamic Website Power Chat Frictionless Signup Personalized Onboarding IP Email
  13. 13. 13 Frictionless Signup & Personalized Onboarding 1 Email Based Experience
  14. 14. 14 Frictionless Signup & Onboarding
  15. 15. 15 Pre-Filling= FrictionReduction 
 In-PageDynamicContent= SocialProof Splitting Form = R. Cialdini’s Principle Of Commitment +30% Conversion Rate!
  16. 16. 16 Do logic conditions impact performance? UserTraits Dologicconditionsimpactperformance?
  17. 17. 17 Do logic conditions impact performance? UserTraits Dologicconditionsimpactperformance?
  18. 18. 18 User Scoring Scoring
  19. 19. 19 Frictionless Signup & Onboarding
  20. 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
  21. 21. 21 HighScoreUser Piecingitalltogether
  22. 22. 22 HighScoreUser Piecingitalltogether
  23. 23. 23
  24. 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. 25 We Need Another Key Into The User DataEmail IP Address Ip Based Actions
  26. 26. 26 No Data? No Problem. IP Lookup. GET IP RETURNS DOMAIN Ip Based Actions
  27. 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. 28 > 1,500 > 300 > 5000 New companies identified per week Match our top score New contacts identified per week Cold Email
  29. 29. Cold Email
  30. 30. Email is good … but a huge friction compared to engaging directly with the user on the site Cold Email
  31. 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. 32. Using The Data Chat Only With Valuable Visitors
  33. 33. 33 Livechat
  34. 34. 34 Livechat
  35. 35. 35 Livechat
  36. 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
  37. 37. Live Enrichment Infrastructure 37 Enabling Dynamic Web Content
  38. 38. 38 Dynamic Homepage Showtime
  39. 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
  40. 40. Results 41 Combinations running live Empowered the marketing & design teams Some variations or subgroups perform extremely well 4.5 Billion Dynamic Homepage 3x CR
  41. 41. Scaling ABM Discovering intent data to drive automation
  42. 42. Before the funnel 43 no data, low intent Engagement Signup Activate Conversion Acquisition Dynamic Website Power Chat Frictionless Signup Personalized Onboarding IP Email
  43. 43. 44 Intent Engagement Signup Activate Conversion Acquisition
  44. 44. Moving up the funel What happens before users hit the website?
  45. 45. 46 VISITED WEBSITE SCORE Current State PROSPECT
  46. 46. 47 VISITED WEBSITE More Data Signals INSTALLED WEB TECH READING ABOUT “REDSHIFT” UNINSTALLED SDK HIRING DATA ENGINEERS SCORE PROSPECT
  47. 47. 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
  48. 48. 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
  49. 49. 50 Intent Engagement Signup Activate Conversion Acquisition
  50. 50. 51 @guillaumecabane Q&A Guillaume “G” Cabane VP OF GROWTH @DRIFT ADVISOR @SEGMENT

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