NextGen Customer Engagement - An Extension from Dave McClure's Pirate Startup Metrics Presentation Key note from innovation summit in 2015. Dalia was asked to take on the 2008 presentation and expand based on the work done with realSociable and her career as a technology-driven marketer and engineer. Keeping the pirate theme, the presentation walks through an adaptation to the framework by Dave McClure.

1. Confiden'al – All rights reserved. 2014
Keynote:
Next-Generation Customer Engagement
Finding, converting, and creating customers for success.
The evolution of the the funnel in an engaged paradigm.
& an extended vision taken from Dave McClure’s
“Startup Metrics for Pirates” popular slideshare.
Dalia Asterbadi

2. About Me – How I got here today!
5 Things besides my career I feel
important to share
• I am a Systems Engineer
• I am inspired by Ogilvy, Forefathers of
Solution Selling
• I have been obsessed with systems and
how they can break
• I played with the internet in 1987
• I never stop learning.
• …..

3. What prompted this discussion?
1. A big thanks to Dave for his amazing thought leadership with
his Pirates analogy. If you haven’t seen it google; “Dave
McClure slideshare start up metrics pirate”
2. The # of views and learning, had many ask me questions about
the work I am doing and what I would do differently.
3. Dave’s presentation is so well done – in my world creating
differentiation can have a few add-ons.
4. I thought I carry the pirate theme, and present 2.0 (all my
opinion and not endorsed by Dave.)
I hope you enjoy this but cannot promise sound effects
– so let’s begin!

4. The Problem | Quantitative Metrics are NOT King!
Social data & corporate updates has a HUGE potential to give early
indicators of viability & qualification – but it is not tapped efficiently -
Acquisition & Activation
• Not focused on the goal
• Trial & error
• Segmenting on desired audience
• Engagement is generic
Analytics
• Post Event Review
• Broad segments
• Too many variables to qualify
• Asynchronous

5. Some thoughts into Metrics for Pirates by Dave McClure
Positive Takeways
• Multiple Channels to drive traffic
• Iteration of landing page & other assets is a
must
• Segmentation is a must & important to drive
full funnel success!
• Metrics Metrics & Metrics are essential.
Gaps & Areas of Improvement
• Analyze your best activation. Reverse back to
channel & conversion point.
• Learn more about your users’s priority.
• Look for key signals that share both activation
and retention focus.
• Metrics cannot only be your assets. Your
world is not your ideal user’s world.

6. Customer Lifecycle: 5 Steps to Success
• Acquisition: users come to the site from various channels
• Activation: users enjoy 1st visit: "happy" user experience
• Retention: users come back, visit site multiple times
• Referral: users like product enough to refer others
• Revenue: users conduct some monetization behavior
AARRR!
From Dave’s presentation. A perfect stating point into the lifecycle.

7. Getting Back to Selling, the NEW Old Fashioned Way.
Because People Do Business With People
--realSociable
On the Pirate analogy….
Arr!
[AARRR] = An exclamation.
a sudden cry or remark, especially expressing surprise, anger, or pain.
How effective can you be constantly changing your
position and making sudden screams to get what you
want?
What if we tried to get their attention first?

8. Getting Back to Selling, the NEW Old Fashioned Way.
Because People Do Business With People
--realSociable
realSociable’s metrics for pirates part deux proposes in
addition to…
Ahoy! [AAHOYE]
= An interjection used to hail a ship
or a person or to attract attention.
the ac'on of dealing with or taking special care of someone or something.
Doesn’t that now sound like a 2-way conversation?

9. The Solution | AAHOYE!
Audience
Highlight (priority)
Observe
FOCUS ON CONVERSION – NOT ON
NUMBERS
Affirmation
Yon – go the distance and
connect.
Earn

10. AAHOYE | Keeps you focused on Goals
A goal-driven Engine:
Target
Community
High-value
Subscriber
Influence
Content
Engagement
Intention Signals define
conversion acquisition or attrition
Relevance create instant
gratification and highest
satisfaction levels
Persona targets share common
paths with influencers
Segmentation reveal trends
outside your domain
Engage based on value and
Priority
Look Beyond metrics…..

11. The Solution - Hypothesis
De-risk & Automate qualification process with socialDNAtm
Introducing new humanized data points in a pro-active insight platform that
connects multiple risk factors & value metrics delivering prioritized and
influence engagement to accelerate the acceptance and decline bottlenecks
Personal
Presence
Connections
Interactions
Triggers
Social prospecting platform, with patented
methodologies and algorithms that exposes the right customer
information, exactly when you need it, where you need it!
Data Logic focused on
Insight into Conversion.

12. Fonts like Wingdings
can be used to add
custom icons and
images to your text.]
Many organizations, SMB to
Enterprise, shared various
thoughts on growth strategies.
Over 50% had begun making
some form of investment into
their sales and marketing
automation system or strategy.
30%
Selling is
Vital Across
Entire
Company
15% 75%
Marketing
will Drive
Results
Alone
Don’t See A
Sales
Solution
50%
When Companies were asked
about growth for 2015…
Executives rank amongst the
top vocal for identifying the
gap between sales, marketing
and the customer success
teams.
T h e e n t i r e g r o u p o f
companies all suggested the
only way to solve the
solution is to make it in
abrasive to process and
resources.
BENCHMARK
STUDYRESULTS
Taken from 2014 Social Sales & CRM
Application Benchmark Study.
SALES | MARKETING | CRM | SOCIAL | PREDICTIVE | ANALYTICS

13. Combining custom
shapes can give you a
variety of useful
images to convey your
data.
Sales & Next-Generation Solutions – Top Categories
Amongst the top solutions evaluated, tested, and scored - the
main priorities that were either validated, or recommended as
immediate 2014/15 priorities within sales and/or marketing teams
were broken down by the following industry categories.
A growing concern for forecast
accuracy and lead Scoring viability
Most were not able to distiguish
sales intelligence – 35% picked the
benefits as a “Must Have”
Found ‘Discoverability’ & Social
Sharing hard to integrate &
convert. “Fun” to play with.
Say this is part of the starting
picture…Organizational
Changes limit from doing
more.
BENCHMARK
STUDYRESULTS
Action Trump Metrics & Pro-active Wins Over Reactive

14. Roadmap for Success:
Building a Conversion Journey
Augment your inbound funnel model with
a conversion journey that looks at win/loss
metrics. As your primary baseline – Always

15. Step 0: Begin with your goal.
Your Goal Requirements ||
Product Mix : A clear service or product offering that shares the exact fit to the need.
Value: Your expected revenue or earnings $$
Terms: A clear customer success lifecycle or expected contract retainer.
Timeline: An es'mate of months/days/hours (how you measure sales stages over a
common baseline) for the conversion.
Target/Persona: A comprehensive review of the user/customer.
Are you setting yourself up for success or failure? Focus on tangible and attainable milestones.

16. Step 1. Define your Audience.
A
A
H
O
Y
E
!
Identify Key
Attributes
Know what really makes up
your ideal client.
Segment & Organize
Learnings from customer
success beheavior
Activate Acquisition
Plans across integrated
Campaigns

17. Step 2. Validate Affirmation of Interest
A
A
H
O
Y
E
!
A
B
Lead Source
Phase of
Discovery of
your brand
Context &
Interaction
Attrition Points
Degree of
Personalization

18. Step 3. Highlight Priority
A
A
H
O
Y
E
!
Triggers | Common Vision /
Interests
Interac9ons (compe99ve/
Influencer)
When you are fit with
readiness.
When you are aware of who
is also at the table!

19. Step 4. Observe for the right-time
A
A
H
O
Y
E
!
Right Time Right Message Right Place
That moment is more powerful then before or after. You
need to WOO your funnel (Window of Opportunity)

20. Step 4. Yon…Go the distance to establish
trust.
A
A
H
O
Y
E
! Commit by keeping
continuity
Seek Acceptance
Measure the Influence of
Success vs Failure
Increase relationship value
by adding positive value at
neutral pace.

21. Step 4. Earn – Measure Acquisition Cost
A
A
H
O
Y
E
!
CustomerValue
Earn through the gain of the retention. Cost of Acquisition
should be proportionate to profit margin of average lifecycle.
Time
Methods to
Activate,
Acquire and
reach 1st point of
1:1 engagement.
Value earned as
part of term of
‘paid’ contract or
user term.

22. Persona --à Conversation
Connection
Priority --à Conversation
Point
Relate --à Conversation
Accelerator
Engage --à Conversation
Continuity
Lifetime Satisfaction --à Conversation
Segmentation & Analysis
Step 5. Measure your goals, ruthlessly.
Prepareyourscorecard&focusonthe
action,nottheposteventmetric.

23. Customer Lifecycle / Conversion Behavior
Website.com
Biz DevAds, Lead Gen,
Subscriptions, etc
Homepage /
Landing Page
Product
Features
This is the part *you*
have to figure out…
I don’t know jack about
your business
Emails &
widgets
Campaigns,
Contests
1. ACQUISITION
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR Biz
Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains
Emails &
Alerts
Blogs,
Content
System Events &
Time-based Features
From Dave’s presentation. A perfect stating point into the lifecycle.

24. WIN
Step 6. Create your Conversion Plan
Your Story – Well Defined
Your Relevence - Strategic
Your Timeline - Realistic
Your WOO!
Loss LOSS

25. Paradigm Shift – Sales
Success is not silos
Validation of
Marketing/
Content &
Community
Champions
Validation of
Sales Process &
Support
Engaged
Disengaged
New
Customer
Happy
Customer
Brand
Value
The Customer WOO Journey
The funnel cannot sustain itself. We will evolve to
focus on infinite cycles that create inertia.
Great Content = Right Prospect = Right Sales Process = Happy
Customers = Word of Mouth – Customer Generated Content

26. How to build your Conversion Plan
1. Compare the target to their competitive mix vs your mix quota
This is the priority Sequence and represents the time % to allocate to it.
2. Invest in the opportunity by assessing the rope to succeed. What is relevant
between their story and yours? Rank those attributes and confirm the socialDNATM
attributes. Create the triggers.
This is the relevance of your engagement & focus on priority messaging.
3, Validate the timeline to qualify the WOO- Your WOO is focused on preparedness
and relates to the key conversion point. Calculate the list based on historical data or rS
presence.
This is the high-value high-touch conversation that empower you to advance. It’s focus must be
on the account intent, not your needs.
4. Engagement focus and mix target is at 25% about story and 75% relevance and
channel.
This is the preferences of delivering positive value-add to the relationship – establishing trust.
5. Measure your WOO effectiveness through the rS Persona segmentation and
conversion flow.
This is the ROI of your conversion plan - .
Priority= message | Preparedness= timing of messages context and relevant | Intent=key ROI

27. þþ
How can you improve
functional efficiency?
How can you assess your current
sales flow? Make an assessment
on the stages and the value
chain created.
Closed won/lost ratios are a good
measure of your sales persona.
How does the above differ
from your previous process?
Calculate the time of response
from marketing and sales to
social media input from
customers and clients. This can
offer easy insight to what social
engagement is a priority.
What is the price fit? This is
the value to cost ratio.
Are you in the business of
relationships? Pure sales?
Solving problems?
Tips & Advice on defining your personal success criteria
The key to getting smart with social is picking three key performance indicators. These are not
about explicit indicators, like the amount of retweets, but are what truly validates your machine,
which is the process of what goes in and what goes out.**
**Source and Content from “The 21 Immutable Plays of Prospec'ng” from Play #9, 2014
þ þ þ

28. Keeping Relationships Relevant…
While Maximizing ROI.
Your Client. Joined you Jan 2012
Enjoys travelling.
Ac've – No Transac'ons in 2013
Trigger: Key Event with high # of
Influencers
TRIGGER: Your compe'tors Promo'on
Just Bought a new home – Abroad!
TRIGGER
Ac9on
Immediate Call. Segment
into new Program
STYLE: Persona XYZ
Channel: Twiher, direct, sms
Conversion: ~37%
TRIGGER: New Job
TRIGGER: New Home, Beginnings
TRIGGER: Clients Company Achievement
Opportunity Capture

29. • Start with understanding your own evolution
• Validate ruthlessly
• Look beyond numbers (there is no standard set, so
focus on your own customer success stories)
• Content can destroy your customer community
• Lean on your customers – have you ever asked why
they don’t contribute to your stories?
• Determine your current process value – this is
ultimate conversion juncture.
• You cannot predict anything! Focus on what you have
NOW.
• Consider a platform like realSociable (sorry I had to J )
How to get AAHOYE in your process?

30. Over 79% of organizations who focus
on engagement in windows of
opportunities, that may be tapped by
social triggers and a timely manner,
produce on average 21% more
conversions.
Quick Factoid

31. Intelligence: Social Intelligence App
to provide deeper segmentation for
Marketing automation ROI and
client insight for Sales
SocialDNATM: Social Intelligence
Engine to turn campaigns into
richer data segments. Proven
audience engagement.
SocialDNATM
Engagment for the
ModernMarketer
Product Innovation & Technology Integration
CRM Partners

32. In Action

33. Dalia Asterbadi
dalia@realSociable.com
1.800.821.1365 or +1.647.898.9649
@d_asterra
realSociable.com
Let’s chat more!