Guillaume Cabane is VP of Growth at Segment and certainly one of the leading true practitioners of the craft. He eats, sleeps and breaths growth and it’s awesome.
Kissmetrics is proud to partner with Segment and Guillaume to talk about what practicing growth can mean to an organization as well as the strategies and technologies that support that.
In this presentation you will:
Understand Guillaume’s overall approach to the growth practice
Learn how Guillaume approached and significantly accelerated the growth cycle at Segment by greatly increasing inbound lead to conversion velocity
See the key technologies required to drive growth and get a peak at Kissmetrics’ new platform for the first time.
Hear the hottest growth tactics and strategies from the master
1. Into the Mind of the
Growth Marketer
Guillaume “G” Cabane - VP of Growth, Segment
Derek Skaletsky - Head of Product & Success, Kissmetrics
2. Derek Skaletsky
Head of Product & CS, Kissmetrics
Guillaume Cabane
VP of Growth, Segment
Derek heads both Product and
Customer Success at Kissmetrics.
He came to Kissmetrics via an
acquisition of his customer
engagement start-up, Knowtify
in 2016.
Guillaume is one of the earliest
and most successful Growth
marketers in the biz. His efforts
have driven massive growth at
several companies - including,
now, Segment.
3. 1. Latest news from Kissmetrics
2. Personalization for the 95% - Guillaume
3. Q&A
Agenda
18. Our solution
3
Help companies collect, unify, and act on their data.
Unify
Centralize, store, and manage
your data in one place.
Integrations
Raw Data
SQL Data Warehouse
Act
Activate your data in tools needed
to drive revenue.
Servers
Collect
Easily collect data from
every customer touch point.
Cloud
Website
Mobile Apps
31. 16
Your Audience
Does Not
Understand You
Problem:
Your Audience
Does Not
Understand You
Problem:
Cognitive Load Conversion Rate
cognitive load limits
conversion rate
32. Find The Best Message
Through A/B Testing?
17
“Stream data to every Product integration your team needs.”
0
7.5
15
22.5
30
Ops Product CEOs Engineers Sales Founder Other Marketing
Your Audience
Does Not
Understand You
Problem:
Your Audience
Does Not
Understand You
Problem:
33. Find The Best Message
Through A/B Testing?
18
“Stream data to every Marketing integration your team needs.”
0
7.5
15
22.5
30
Ops Product CEOs Engineers Sales Founder Other Marketing
Your Audience
Does Not
Understand You
Problem:
34. You Need To Know More
About Each Individual
Moar Data = Moar Leads = Moar Money
Your Audience
Does Not
Understand You
Problem:
36. 21
Real-Time Enrichment
Your Audience
Does Not
Understand You
Problem:
Enrich data in real time
Use Enrichment services to enrich our customer profiles and reduce friction
48. 33
of top score select
“want help”.
30%
How easy is it to get a
call afterwards?
Scoring
49. Using Email As The Key Is Easy
34
• 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
Your Audience
Does Not
Understand You
Problem:
50. Automated Marketing: From Hard To Very Hard
35
Engagement
Signup
Activate
Conversion
Acquisition Website
Instant
Chat
Seconds
Email
Minutes
Your Audience
Does Not
Understand You
Problem:
59. Automated Marketing: From Hard To Very Hard
44
Using
The Data
Signup Email
Minutes
Activate
Conversion
60. Automated Marketing: From Hard To Very Hard
45
Using
The Data
Engagement
Signup
Chat
Seconds
Email
Minutes
Activate
Conversion
61. Automated Marketing: From Hard To Very Hard
46
Using
The Data
Engagement
Signup
Acquisition Website
Instant
Chat
Seconds
Email
Minutes
Activate
Conversion
63. Finding Outbound Opportunities Within Anon Traffic
48
By joining Ip detection & company scoring
Using
The Data
COMPANY
OBJECT IF SCORE >0.9
IDENTIFY MAX 4
USERS USERS
FIND
PERSONS
WITHIN
COMPANY
FIRMOGRAPHIC
SCORE
GET IP
ADDRESS
RETURNS
DOMAIN
64. 49
Using
The Data
> 1,500
> 300
> 5000
New companies identified per week
Match our top score
New contacts identified per week
70. Power Chat For High Score Visitors
55
By joining IP detection & company scoring
Using
The Data
COMPANY
OBJECT IF SCORE >0.9
DISPLAY
LIVECHAT
FIRMOGRAPHIC
SCORE
GET IP
ADDRESS
RETURNS
DOMAIN
81. What Is The Scope Of Change?
66
Enabling
Dynamic
Web Content
Hero message
Signup CTA
Remove pricing link | customer fit
Inject supported technologies
Change customer logos | industry based
82.
83. Results At 3 Weeks
68
Combinations running live
Empowered the marketing & design teams
Early conversion rates are very, very promising
4.5
Billion