EngageMint by WebEngage | Mumbai 2018
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EngageMint is a flagship initiative of WebEngage which celebrates the union between technology and the human side of consumer businesses. EngageMint’s purpose is to equip professionals with new ways of thinking, enabling them to create great customer experiences in their respective domains. The kickoff edition for EngageMint was held on March 2018 in Mumbai. With 75+ CMOs, Product Managers and Retention Marketers in attendance, the event was a huge success. This booklet covers all speakers and sessions conducted on that day. WebEngage also presents some amazing market insights and trends in this booklet on the broad consumer behavior.
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EngageMint by WebEngage | Mumbai 2018
- 1. 2018 | Mumbai An initiative by
- 2. Note from the CEO’s Desk About WebEngage Global Consumer Trends Challenges Faced by Marketers Across Industries Opportunities with Marketing Cloud The Stop Marketing, Start Engaging Ideology The Story of EngageMint 2. 3. 6. 10. 12. 15. 16. Panel Discussion: Cross-channel Marketing for the New World Keynote: Growth is NOT Marketing, the Airbnb Theory, by Mona Gandhi Retentioneering Masterclass: The Goibibo Way, by Vikalp Sahni Skyrocketing Growth via Retention: The Zomato Story, by Rahul Ganjoo Fireside Chat with Rajan Anandan & Karthik Reddy 18. 19. 20. 21. 22. EngageMint Retention Awards Agenda: EngageMint 2018, Mumbai Announcing Winners! Workshop: Retention Marketing 101, by Ankur Gattani & Avlesh Singh WebEngage Next: Unveiling Ideas Brewing in our Lab! Introducing Panel Members23. 24. 25. 26. 27. 28. Index
- 3. 2 A Note from the CEO’s Desk Welcome to EngageMint 2018, Mumbai. I am delighted to have you at the first edition of WebEngage’s Flagship Retention Conference. Ever since we floated the idea of hosting this, we have been met with inquisitiveness & an overwhelming response. At WebEngage, we work closely with clients to help optimize their engagement efforts. Over the years, we have realized that there is a latent need for changing the way businesses approach user retention. With EngageMint, we intend to empower professionals with a fresh perspective, helping them move towards the goal of ‘Stop Marketing, Start Engaging’. So stay hungry, & dig into the knowledge our notable speakers bring along today. Onwards and upwards! Avlesh Singh Co-founder & CEO at WebEngage
- 4. 3 About WebEngage WebEngage is a full stack marketing cloud which gives a 360° view of your users, marketing efforts & everything else in between. Loaded with cross platform & cross channel analytics, the suite makes it possible to drive engagement & retention with data driven, personalized campaigns through multiple channels, including the revolutionary Journey Designer. Trusted by 40,000+ companies worldwide, we seek to push beyond our limits by enabling professionals with a fresh perspective to tackle user engagement & retention challenges. #EngageMint is just the beginning.
- 5. 4 WebEngage Presents a Marketer’s Overview for the New World
- 6. 5 Preface Over the years, we have realized that there is a constant friction within organizations to adapt to the fast evolving behaviour of their customers. New age user are constantly challenging the existing dynamics of cross-channel & cross-platform engagement. Herein lies an opportunity for growth & change. In this section we present key metrics, to get you thinking on the lines of; Stop Marketing, Start Engaging. Global Consumer Trends Challenges Faced by Marketers Across Industries Opportunities with Marketing CloudAll data presented in the following slides under this section is for the year 2017, taken from multiple sources including eMarketer, Inuit, KPMG & WebEngage’s BI data.
- 7. 6 Global Consumer Trends: Who are they & How do they spend? Online purchase behaviour of consumers between 15 - 70 years of age, across 50+ countries was analyzed for 2017 Generation X made highest no. of transactions: 19 times, $190 avg. transaction value Baby Boomers were highest spenders: $205 avg. transaction value Baby Boomers (52 - 71 yrs. old)Generation X (36- 51 yrs. old)Millennials (16 - 35 yrs. old)
- 8. 7 Global Consumer Trends: What Makes Them Spend? Best Price Preferred Brand Best Delivery Price Stock Availability 36% 30% 17% 14% Global online transactions contributed by Asians Asians were the largest mobile shoppers globally 22% 19%
- 9. 8 Cosmetics Fashion Electronics Global Consumer Trends: What Makes Them Spend? Over 70% purchase decisions were made within 7 days, across categories. Asians prefer buying cosmetics & mobile related products online 25% 26% 17% 29% 32% 41% 46% 42% 42% < One Week > One Week The Same Day
- 10. 9 Global Consumer Trends: What Drives User Retention? 3 out of 4 drivers of user retention need a marketing automation solution Exclusive Offers Loyalty Program Listen to Feedback Customized Promotions Baby Boomers Generation X Millennials 45% 35% 36% 25% 28% 29% 39% 36% 37% 35% 47% 43%
- 11. 10 Challenges Faced by Marketers Across Industries: Keeping User Engaged One of the biggest challenges faced by marketers is keeping users engaged with powerful & contextually relevant content at regular intervals. When dealing with millions, manual personalization becomes impossible - leads to higher churn & cart abandonment rates. Customers feel annoyed about incorrect personalization 25% Users uninstall app after 2-3 push notifications within first week 31% Marketers struggle with personalization due to lack of data 66%
- 12. 11 Challenges Faced by Marketers Across Industries: Internal Resistance to Adopting Marketing Technology Internal resistance to change & lack of prior experience with using marketing automation platforms are the top most barriers faced by marketers globally. This problem is further fueled by the lack of availability of tools with simplified on-boarding processes. For most companies, a marketing automation tool is a means to send out mass- blast communications with minimal personalization. (You guessed it - First Name) Billion spent on procuring user data for mass-blast campaigns $3.53
- 13. 12 Opportunities with Marketing Cloud: Cross-channel User Engagement One of the biggest opportunities presented by marketing automation is its ability to unify cross-platform & cross channel user engagement. Making it possible for you to create a seamless product experience. Marketers feel marketing tech will help uplift customer loyalty 50% Advanced marketing automation techniques are under utilised 65% Marketers feel marketing tech will help uplift lead generation rates 25%
- 14. 13 Opportunities with Marketing Cloud: AI Driven Marketing By integrating your business with a marketing cloud, you can leverage the power of AI. Allowing you to put recurring & transactional communications in auto-mode - creating delightful moments for your users. • Create Consistent User Experiences • Automate A/B Testing Results • Automate Data Driven Engagement • Create Contextually Relevant, Hyper-personalized Campaigns • Rely on AI to Decide Best Time to Interact with Users
- 15. 14 Opportunities with Marketing Cloud: Organisational Efficiency Marketing Budgets will be invested in marketing technology alone by 2025 25% One of the best aspects of adopting marketing automation is the efficiency it offers. Marketers around the globe are increasingly exploring ways to drive contextual communication through AI. This need to adopt martech is fueled by rapidly evolving needs & expectations of users - having a consistent cross-platform & cross- channel experience being the most important.
- 16. 15 Introducing the Stop Marketing, Start Engaging Ideology Given the vast challenges presented by evolved customer behaviour, there is a dire need to change the way we interact with them. Given the constant friction between teams to drive growth via user retention, there is a latent need for a fresh perspective of approaching user engagement. Marketing your product to users is passé. The only way to achieve sustainable growth for online consumer businesses today, is by engaging users with the right message, at the right time. ‘Stop Marketing, Start Engaging’, is a thought leadership campaign, spearheaded by WebEngage to get the ball rolling in this direction. With this ideology, we aim at changing the underlying thought with which marketers currently approach user engagement & retention challenges.
- 17. 16 The Story of EngageMint It’s not easy to change the way people think. Especially when millions of marketers have been solving user engagement & retention problems with strategies which bring in results. But with #StopMarketingStartEngaging, we intend to introduce a fresh perspective - one which allows you to bring in 10x better results! EngageMint is an initiative in this direction. By bringing revolutionary thought leaders under the same roof, we intend to create a platform looked upon by marketing pioneers, product geeks & innovators alike for inspiration, room to experiment & exchange knowledge. We sincerely hope that you leave this conference today, a marketer reborn.
- 18. 17 Your Day at 2018 | Mumbai
- 19. 18 Growth is not a marketing strategy. It needs to be a fundamental part of your product’s experience. And we couldn’t think of a better person than Airbnb’s first female engineer, Mona Gandhi to show you how you can steer growth by making it a part of the architecture of your user experience. Keynote: Growth is NOT Marketing, the Airbnb Theory Mona Gandhi Founding Member of Growth Team at Airbnb With 9+ years of experience spread across product engineering, growth hacking & data analysis, Mona has paved the way for female engineers in India. As the Keynote speaker today, she will share her learnings on what true growth really means.
- 20. 19 ‘A Retentioneer is the new Growth Hacker’. Let’s break this down for you - merging re- tention with product engineering is the only way to take your business to the next level. And we couldn’t think of a better person than Vikalp Sahni to show you how it works. Retentioneering Masterclass: The Goibibo Way Vikalp Sahni CTO at Goibibo One of the leading tech entrepreneurs of India, Vikalp has set a high benchmark for retentioneers across the world, with the success of Goibibo. Today, we are relying on his hands-on experience to apprise you with a fresh perspective of retention.
- 21. 20 User retention is not just about good messaging & engagement. Hear the Zomato story of how incorporating retention strategies into their product helped them capture the international market. Skyrocketing Growth via Retention: The Zomato Story Rahul Ganjoo VP Product at Zomato A Passionate product guy with 10+ years of experience to back him up - we are eagerly looking forward to hearing how he incorporated user empathy as an attitude within his team, translating into retention, seeded within the product.
- 22. 21 When you put two industry stalwarts on the same table, interesting things are bound to happen. A fiery session loaded with key insights into entrepreneurship, customer success and building lasting brands - this will undoubtedly be the most insightful segment of the conference! Fireside Chat with Rajan Anandan & Karthik Reddy Rajan Anandan VP Southeast Asia & India at Google Karthik Reddy Managing Partner at Blume Ventures
- 23. 22 Featuring entrepreneurs from leading startups of India, this one’s a complete package! Featuring intense talks around retention, engagement, tech & everything else in between - the session packs a punch with flavours from Ed-tech, FnB, OTT & Ecommerce. With each panel member coming from a completely different background, we are sure you are going to love the depth & expanse of their conversations. Panel Discussion: Cross- channel Marketing for the New World
- 24. 23 Introducing Panel Members Manav Sethi CMO at ALT Balaji Naiyya Saggi Founder & CEO at BabyChakra Narendra Agarwal Co-founder at Testbook.com Ankur Gattani Co-founder & CEO at Frooters
- 25. 24 EngageMint Retention Awards The EngageMint Retention Awards are an initiative by WebEngage to cele- brate individuals who have created new benchmarks of user engage- ment and retention in their respective domains. With the first edition, we will be recognising the top three retention strategists from the industry. Rising EngageMint Star Cross-channel EngageMint Superstar EngageMint CMO of the Year
- 26. 25 Rising EngageMint Star Aniket Thakkar, VP Marketing at Coverfox Announcing Winners of EngageMint Retention Awards! EngageMint CMO of the Year! Divyang Bhardwaj, Sr. Director Marketing, Goibibo Cross-channel EngageMint Star Kushal Salecha, Business Analyst at Testbook.com
- 27. 26 Ankur Gattani Co-founder & CEO at Frooters Avlesh Singh Co-founder & CEO at WebEngage Retention Marketing 101 Having two industry leaders host a workshop is a sure-shot way to make it a success! Valuable insights & great hands-on learning, with a dash of entertainment is what you can expect from this specially curated workshop today. Presented by Ankur Gattani, in collaboration with Avlesh Singh.
- 28. 27 Something very special has been brewing at WebEngage HQ. Presented by Avlesh Singh, Co-founder & CEO at WebEngage, here’s what you can expect: Broadcast: Ability to Build One-to-Many Workflows AI Powered Segments, Journeys & Predictive Delivery of Campaigns Introduction of Facebook & Google Ads as Channels Benchmarks: Compare & Optimize Campaign Metrics WebEngage Next: Unveiling Ideas Brewing in our Lab!
- 29. 28 Agenda for EngageMint 2018, Mumbai Time 9:45 am Sessions Conference Begins with Welcome Note 10:00 am Keynote: Growth is NOT Marketing, the Airbnb Theory 10:45 am Retentioneering Masterclass: The Goibibo Story 11:45 am Skyrocketing Growth via Retention: The Zomato Story 12:30 pm Fireside Chat with Rajan Anandan & Karthik Reddy 1:15 pm Lunch and Networking Session 2:00 pm Panel Discussion: Cross-channel Marketing for the New World 3:00 pm Workshop: Retention Marketing 101 4:15 pm EngageMint Retention Awards 4:35 pm WebEngage Next: Unveiling Ideas Brewing in our Lab! 5:00 pm onwards Networking Session Time Sessions
- 30. 30 EngageMint is a flagship initiative of WebEngage. With EngageMint, we aspire to provide a platform looked upon by marketing pioneers for pure exchange of practical knowledge around retention and growth marketing and equip business leaders with fresh new ways of thinking. WebEngage, a SaaS based marketing cloud that helps consumer businesses engage and retain their existing users. It helps automate cross-channel workflows across web app, mobile, email, SMS and other digital channels with ease. About EngageMint About WebEngage www.webengage.com