crunchbase's growth marketing story
Post on 21-Jan-2018
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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
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