crunchbase's growth marketing story

Walk before you run: getting started with journey marketing

Alexandra MackHead of Marketing at Crunchbase

What’s in a journey?

Communication framework that adapts to customer behavior.

If THIS, then THAT

The right message at the right time.

The customer lifecycle

Source: flightschool.autopilothq.com

You know Crunchbase

Find companies to:

sell to market to

partner with work for research integrate acquire invest in buy from

#1 place to find information

on innovative companies

And we’ve been making moves

crunchbase.com crunchbase pro

2007Sept. 2015

spin-out from Aol

Sept. 2016

Feb. 2017

crunchbase enterprise

Smarter tools

Our customer journey

All visitors

Registered users

Freemium

Buy upsell

The beginning: batch and blast

Develop personas

Custom messaging, but no custom audiences.

Target personas

sales

investors entrepreneurs

It wasn’t a journey at first…

February 7th email

Scrappy segmentation

Massive engagement

Engagement soaredFebruary 7

% increase in daily impressions of paywall views

pro info page 79.64% add filter 90.24%edit columns 71.4%table results bottom 97.34%export 77.78%add to list 67.21%statistics 54.17%

It got more complex...

Persona-based lead scoring

Target personas

sales

investors

entrepreneurs

just for fun (we don’t know who you are)

Autopilot as system of record

Autopilot as the traffic cop

“Don't let perfectionism become an excuse for never getting started.”Marilu Henner