secrets to automating your growth engine

Secrets to Automating Your Growth Engine

GUY MARION CMO & Head of Growth @ Autopilot

GMC London, May 9, 2017

This is AutopilotEmpowering marketers to create remarkable customer journeys

@AUTOPILOTUS

@GUY_MARION

Apr-15 Jun-15 Aug-15 Oct-15 Dec Feb-16 Apr-16 Jun-15 Aug-16 Oct-16 Dec-16 Feb-17 Apr-17

This is how we’re growing…

18% MoM revenue growth

40,000+ trials

3,500+ customer adds

4

Why automate?

5

“beautifully simple”“zero learning curve” “empowering”

#SaaS

1) Differentiate On Experience

6

Monetization

Engagement / Retention

Virality

Simon Knapp @simonknapp

I’ve signed up to trial over 500 apps

over last 5 yrs so I’m not easily

impressed. But @autopilotus just blew

me away! Best onboard ever!

#SaaS

2) Grow Leads and Customer Lifetime Value

6 Steps to Automating Your Growth Engine

1

Map the customer journey

Automate lead capture

Personalize key moments

Get a quick win

3

2

4

5

6 Track, optimize, and improve

Build a killer stack

Customer Journey Automation

Subscription Billing Predictive Scoring + AttributionCRM

Events & Product Data Usage Funnel & Analytics

Content & CRO

Forms & Lead Capture Email, In-app, SMS, Slack

Tech Stack

@AUTOPILOTUS

Step #1

Acquire• Lead follow up • Lead routing • Onboarding

Nurture

Grow

• Lifecycle nurture • Reactivation • Lead scoring

• Events & webinars • Newsletters • Cross-sell

Step #2

Map the Customer Journey

@AUTOPILOTUS

@AUTOPILOTUS

Example: Lifecycle nurturing has resulted in…

• 3x higher trial conversion rates

• 1.4x higher ASPs

• 75% increase in reactivation pipeline in 6 months

• $70,000+ ARR won revenue

75% of leads are not ready

to buy today

#DoubleYourLeads

Step #3

Automate Lead Capture

@AUTOPILOTUS

Capture Leads With Magnets

Onsite messages Web forms

@AUTOPILOTUS

Qualify with Predictive Scoring

A Leads convert at 2.1x average, and

14.6x more than D.

@AUTOPILOTUS

Online Direct Sales

57% of trials 23% of New MRR


Velocity


New Lead

Assign Qualified Leads to Sales

<2,500 2,500 - 50k 50k+

of consumers are turned off by

generic marketing

72%

Personalize key momentsStep #4

Forward-thinker seeking flexibility, execution, and TCO.

Frustrated email marketer who needs better targeting and channels.

Passionate early adopter who needs efficiency and agility to scale.

Growth Gary Email Emily Executive Ellie

@AUTOPILOTUS

@AUTOPILOTUS

Usage-triggered nudges

88% 24%open rate response rate

@AUTOPILOTUS

Nurture email follow up

81% 19%open rate response rate

@AUTOPILOTUS

Review Request61% 13%

open rate click rate

Ask Promoters (NPS >8) to write a review on GetApp

@AUTOPILOTUS

Data enrichment

email

Target and engage small vs. large

customers differently

@AUTOPILOTUS

Step #5

A Quick Win: New User Onboarding

@AUTOPILOTUS

Step #6

Track, Optimize, and Improve Results

Salesforce

Leads, Customers, $

Autopilot Mixpanel

Journeys & Content Conversion Funnels

6 Steps to Automating Your Growth Engine

1

Map the customer journey

Automate lead capture

Personalize key moments

Get a quick win

3

2

4

5

6 Track, optimize, and improve

Build a killer stack

Guy Marion CMO & Head of Growth

@guy_marion @autopilotus

autopilothq.com blog.autopilothq.com

Get in touchGet in touch

secrets to automating your growth engine

Marketing