To help increase engagement and promote more consistent monitoring, Stack Moxie’s marketing team envisioned a customer success campaign that delivered a single view of weekly statistics about the product activity to each user — specifically the account admin.

The Challenge

As a product-led growth company with legacy marketing automation, Stack Moxie faced challenges in executing its weekly digest. Compiling and pulling in product activity data for all users from an organization became a mammoth, manual task for its lean marketing team. Additional challenges included:

• Bottlenecks due to dependency on developers; and
• Friction in personalizing emails and scaling up its manual effort to cater to Stack Moxie’s growing customer database.

To show the value of Stack Moxie’s product, the marketing team spent a lot of time identifying the right product events and extracting relevant data. That challenge came with its own complexities, such as dependency on engineering resources to get the data from a product analytics tool or writing SQL queries that fetched data from a database table.

The company was also struggling to:

• Identify users from the same organization or team;
• Target the account admins; and
• Personalize the weekly or monthly metrics to each account.

One person from Stack Moxie’s marketing team would spend nearly 50 hours every month compiling a list of all organizations from its database, dedupe and extract a final list, match and group users by the organization, fetch their email addresses and run a compilation to match the org IDs in product statistics with the group IDs to generate the metrics matrix.

To summarize, Stack Moxie’s marketing team encountered hurdles in translating the right product events to personalized metrics that visualize value to customers. Additionally, dependency on developers or the data team was a huge clog in the wheel. To help alleviate those issues, the company turned to Inflection.io, a marketing automation platform built for B2B product-led companies.

The Solution

Stack Moxie leveraged Inflection in three key areas:

1. Fetching Product Activity

Stack Moxie tags and pushes its product events to the Snowflake database through Segment. Since Inflection connects with both Segment and Snowflake via an out-of-the-box integration, Stack Moxie can connect Inflection and product activity events quickly.

2. Embedding Value

With Inflection’s token editor, Stack Moxie pulls the product metrics relevant to its customers. At the same time, Inflection reads the person and account information from Stack Moxie’s CRM. The unified product data, user and account information provides a single view of the users to Stack Moxie’s marketing team. With that information in hand, the marketing team can then mobilize it into an email.

3. Scaling Campaigns

Inflection automates the previously manual process of querying data and matching it with account information. For the admin user, the digest email gives an overview of the health of their marketing, sales and revenue tech stacks while saving them from the pain of monitoring individual testing activity and their team’s progress.

The Results

Through those efforts, Stack Moxie’s marketing team was able to:

• Save more than 50 hours of manual effort each week;
• Showcase the value realized from their product to admins and organizations by summarizing the key data points;
• Drive product adoption through their weekly communication to admins with valuable insights and nudging them to log in to the product;
• Engage their users with a hyper-personalized customer success email digest;
• Reduce repeated, non-value-add time for Stack Moxie by automating the process and scaling it to their growing user volume; and
• Provide air support to their customer success (CS) team with deeper insights to identify early signs of churn and see hand-raisers among the accounts to upsell and expand.

“How Inflection enables us to do product-led growth is brilliant,” said Stack Moxie’s Lines. “Stack Moxie’s digest email has been a huge success in driving product adoption and improved customer engagement. We continue to grow and so does our ability to scale marketing and customer success with Inflection.”

The post How Stack Moxie Saved Its Marketing Team 50 Hours Of Manual Effort Per Week appeared first on Demand Gen Report.

BookIt is fully integrated with Google and Microsoft 365 calendars and marketing automation vendors, such as Marketo, HubSpot and Pardot. Companies can add BookIt to their webforms to offer scheduling automation.

Submissions are instantly routed according to a customer’s go-to-market parameters via LeanData’s drag-and-drop decision logic. Additionally, BookIt offers a customizable scheduling experience that enables companies to provide consistent and branded experiences.

“As we’ve witnessed firsthand with our customers, BookIt not only accelerates lead conversions for sellers, but it also improves the buying experience for prospects,” said Doug Bell, CMO at LeanData, in a statement. “BookIt is a natural extension of LeanData’s revenue orchestration platform, and further extends the competitive advantage of our customers in today’s selling environment.”

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The “Marketing Automation Platforms Insights” report provides insights into MAP implementation in 2021, focusing on how B2B marketers are using the solutions to enhance their daily departmental operations and scale their marketing strategies for new channels. The research also explores the most common implementations of MAPs, and organizations’ increased focus on learning how the platforms work and factor into their marketing initiatives.

“At Demand Spring, we see the huge value in utilizing MAPs, but we wanted to know if other organizations see similar value and are using these MAPs effectively,” said Derek Boshkov, Director of Marketing Technology at Demand Spring, in a statement. “This report outlines the feedback and results we gathered from marketing professionals across a variety of industries, and provides insights on the most desired MAP features, usage challenges, and the metrics that are viewed by marketers as the most important.”

One standout stat from the report is that more than 50% of respondents reported less than 9% of their employees understand how their MAPs are implemented. Additionally, 47% report being unable to attribute their ROI to individual MAPs, presenting organizations with an opportunity to bridge the gap between their MAPs and individual processes.

As a result, organizations are increasing their focus on MAP expertise within their individual teams, educating their employees on how to use their MAPs for greater departmental efficiency. Sixty-eight percent of respondents who focused on operationalizing their MAP usage for individual departments reported a positive impact, with employees learning how to better operationalize their MAPs for enhanced customer experience (CX), personalization and lead nurturing strategies.

Additional takeaways from the report include:

• Email marketing strategies remain the number one reason organizations implement MAPs implementation (79%);
• 52% of marketers are implementing MAPs to enhance their customer experience (CX) strategies;
• After using MAPs for two to three months, 56% saw an increase in conversion rates; and
• 52% prioritize implementing MAPs that can integrate into other solutions within their organization’s tech stack to enhance their marketing efforts.

For more insights into MAP implementation, check out the full report.

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The COS serves as part content management system, part personalization engine, and is fully integrated with every marketing channel, according to HubSpot Co-Founders Brian Halligan and Dharmesh Shah.

Social Inbox provides context to social media posts to determine whether a message is coming from a customer, prospect or active opportunity.

The platform’s new reporting engine provides added context to marketers’ analytics. The company web site refers to an example in which marketers can see what channels are the most effective at bringing in C-level executives in a certain industry.

HubSpot’s announcement of Signals marks the first time the company has branched outside the marketing industry. The app alerts sales and service representatives with real-time notifications whenever an email is opened by an intended recipient.

Signals, a Google Chrome-based app, is available for free and is compatible with Gmail and Microsoft Outlook. The team edition of the app costs $10 per month, integrates with HubSpot and Salesforce, and sends notifications when a lead revisits your web site.

“We started HubSpot to replace annoying, interruptive advertising with inbound marketing: marketing people love,” said Halligan. “Along the way we realized the customer experience doesn’t end with marketing. Today’s buyers behave differently, and that means you need to transform how your organization not only does marketing, but also how you approach sales and services.”

The post HubSpot Adds Sales App, Content Optimization, Social And Reporting Tools appeared first on Demand Gen Report.