So you want to integrate a behavioral marketing strategy into your marketing program, and why wouldn’t you? When done right, behavioral marketing can increase engagement, drive revenue, and can help you connect in a more meaningful way with your customers and prospects. That sounds great, but where and how do you start? In this webinar, Kelsey Cohen, Director of Marketing and Communications at FarmLogs, will walk you through her tried and true methodology for implementing a successful behavioral marketing strategy that she's used across all types of businesses including SaaS, B2B, event, and e-commerce companies. You’ll learn: How meaningful goals can focus and align your analytics, content, and marketing strategy How to map and optimize your customer journey How to determine which interactions are meaningful How combining performance and behavioral data with your content marketing can elevate your brand and drive revenue Tips for what to look for when thinking about marketing automation, analytics, and other marketing tools

1. Let the Data Tell the Story: Getting
Started with Behavioral Marketing
KELSEY COHEN, DIRECTOR OF MARKETING AND COMMUNICATIONS, FARMLOGS

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
Kelsey considers herself a marketing mad scientist and
loves figuring out how to connect the who to the what.
She has 9 years of experience in marketing—from
graphic design and art direction, to data science and
marketing automation. She loves sci-fi, food, craft beer,
and robots.
KELSEY COHEN
Director of Marketing and Communications,
FarmLogs
@kelseymaybe

4. @farmlogs
#Kisswebinar
@kelseymaybe

5. Behavioral marketing is about discovery.
It allows you to find out who someone is,
what they are interested in, and what they
care about.
#Kisswebinar

6. Behavioral marketing is about turning
insights into action. It allows you to deliver
tailored, personalized content while your
product is top-of-mind.
#Kisswebinar

7. 1 Set a Goal
Discover the who, what, and how
Defining high value, high impact interactions
2 Map Your Customer Journey
3 Connect Your Data to Your Content Strategy
TABLE OF CONTENTS
#Kisswebinar
Creating a content plan
Crafting the message
Deepen the value
4 Things to Consider When Choosing Your Marketing Tools

8. 1. Set a goal
THINK BIGGER

9. Go beyond the first result—
think of the lifetime value.
#Kisswebinar

10. 2. Map your
customer journey
INTERACTIONS TELL YOU WHO, WHAT, AND HOW

11. Which interactions tell you who someone is?
#Kisswebinar

12. #Kisswebinar
Identify which actions and interactions tell you something about who
the person is.
• Are there pieces of content that indicate alignment
to a job function or that indicate they are the decision-maker?
• Are there key product interactions that indicate alignment
to one of your marketing personas?
• Are there interactions that tell you region, gender, price point
or budget, company size, industry, business type, etc?

13. E-COMMERCE EXAMPLE
#Kisswebinar
• Budget
• Gender
• Persona
Products Viewed
Content Engagement
+ =

14. SAAS EXAMPLE
#Kisswebinar
• Business Type
• Department
• Role
• Size of Team
Webpages Viewed
Content Engagement
+ =

15. Which interactions tell you what someone is
interested in, cares about, or values?
#Kisswebinar

16. #Kisswebinar
Identify which actions and interactions tell you something about what
someone is interested in, cares about, or values. These interactions
should align to the products you offer.
• Are there pieces of content that indicate significant
interest in addressing a problem your product solves?
• Are there key product interactions that indicate what
that person cares about?

17. E-COMMERCE EXAMPLE
#Kisswebinar
• Adventurous
• Newbie
• Planning a Trip
Products Viewed
Content Engagement
+ =

18. SAAS EXAMPLE
#Kisswebinar
• Business Problem
• Area of Improvement
Webpages Viewed
Content Engagement
+ =

19. What interactions tell you how your best
customers make their purchase decisions?
#Kisswebinar

20. #Kisswebinar
Identify what actions correlate to customers becoming customers.
• What did your best customers do before they became customers?
• What content leads to purchases?
• What interactions signify readiness to buy?

21. E-COMMERCE EXAMPLE
#Kisswebinar
Customers Not Customers % Difference
91% Subscribed to Newsletter 72% Subscribed to Newsletter 23
68% Watched
Product Video
54% Watched
Product Video
29
82% Interacted w/Digital
Lookbook
19% Interacted w/Digital
Lookbook
124
53% Clicked Outdoor Story
Email
22% Clicked Outdoor Story
Email
82
75% Read Product Reviews 38% Read Product Reviews 65

22. SAAS EXAMPLE
#Kisswebinar
Customers Not Customers % Difference Weight
85% Attended an
Educational Webinar
31% Attended an
Educational Webinar
93 +20
60% Watched a
Demo Video
15% Watched a
Demo Video
120 +25
93% Downloaded a
Benchmarking Report
77% Downloaded a
Benchmarking Report
18 +5
67% Watch a
Tips Video
45% Watch a
Tips Video
39 +10
75% Read
Case Study
32% Read
Case Study
80 +15

23. Bring it together…
#Kisswebinar

24. E-COMMERCE EXAMPLE
#Kisswebinar
Subscribes
to Newsletter
Engages with Products
Clicks Outdoor
Story Email
Watches
Product Video
Interacts w/
Look Book
Reads
Reviews
PURCHASES!!!
AWARENESS CONSIDERATION DECISION

25. SAAS EXAMPLE
#Kisswebinar
Downloads
Report
Watches
Tips Video
Watches
Demo
Attends
Webinar
Reads
Case Study
MQL > SALES
AWARENESS CONSIDERATION DECISION
+20 +25+5 +10 +15
Interactions added to lead score

26. 3. Connect Your Data to
Your Content Strategy

27. Create a content plan that works harder for you.
#Kisswebinar

28. #Kisswebinar
Each piece of content should:
• Tell you something about who someone is and what they care about
• Indicate product or persona alignment
• Address a purchase ‘hurdle’ that aligns to your journey milestones

29. Tie the message to the behavior.
#Kisswebinar

30. #Kisswebinar
Acknowledge the action taken:
• “You just bought XXX, you might also enjoy…”
• “A little more info: XXXX”
• “So you’re interested in improving your ROI…”
• “Thinking about attending? Read: Why trade shows still matter”

31. Deepen the value: they are engaged,
you are top-of-mind—leverage it by
delivering ‘next step’ content.
#Kisswebinar

32. #Kisswebinar
Layer in additional content:
• How does it compliment the initial behavior?
• What content will help take your contact from point A to point B?
• Remember, the additional content can be secondary messaging
in a trigger email, a CTA, or a link on the destination page.

33. SMART CONTENT: E-COMMERCE EXAMPLE
#Kisswebinar
Subscribes
to Newsletter
Clicks Outdoor
Story Email
Watches
Product Video
Interacts w/
Look Book
Reads
Reviews
PURCHASES!!!
AWARENESS DECISIONCONSIDERATION

34. SMART CONTENT: SAAS EXAMPLE
#Kisswebinar
Downloads
Report
Watches
Tips Video
Watches
Demo
Attends
Webinar
Reads
Case Study
MQL > SALES
AWARENESS CONSIDERATION DECISION

35. 4. Things to consider

36. What you need your marketing
stack to do for you.
#Kisswebinar

37. #Kisswebinar
Make sure your Marketing Automation platform allows you to:
• Personalize your message
• Create smart segmentations
• Deliver dynamic content
• Build progressive forms
• Trigger emails off of behaviors
• Move leads from one nurture stream to another based on behavior
• Run A/B tests

38. #Kisswebinar
Make sure your Marketing Analytics platform allows you to:
• Connect performance and behavior data to revenue attribution
• Provide funnel segment data to indicate engagement drop-offs
• Map interactions to key conversions

39. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
KELSEY COHEN
Director of Marketing and Communications,
FarmLogs
@kelseymaybe
kelseycohen360@gmail.com