GUY MARION CMO & Head of Growth

How do you grow from 0 to 2,000 customers in 18 months?

Foundation Strategies MarTech Stack Growth Team

@GUY_MARION

This is AutopilotIt’s simple, visual, and focused. You can do remarkable things with it.

@GUY_MARION

@GUY_MARION

Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

And this is how we’re growing…

21% MoM revenue growth

24,500+ trials

2,000+ customers

Growth Foundation

@GUY_MARION

5% MAS AdoptionToo complex, too expensive

Everything ElseEmail, customer engagement, or nothing

Today’s Marketing Landscape

@GUY_MARION

GTM by Avoiding the SaaS Graveyard

Low

High

High

Price

Complexity

Self-Service

EnterpriseHybrid

SaaS Graveyard

@GUY_MARION

of consumers are turned off by

generic marketing

72%

Marketing that doesn’t feel like marketing

@GUY_MARION

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

@GUY_MARION

Growth Strategies

@GUY_MARION

The Acquire, Nurture, Grow Framework

Acquire • Awareness • Lead Capture • Trial Conversion

Nurture • Lifecycle Nurture • Re-engagement • Sales Qualification

C

Grow

@GUY_MARION

• Customer Onboarding • Net Promoter Score • Product Releases

•Thought leadership • Blog Strategy • Flight School

•Customer stories • Webinars • App review sites

• Call-to-action

Growth Strategy #1: Content/SEO throughout the lifecycle

@GUY_MARION

13

Growth Strategy #2: Grow & nurture your database

Awareness

10 days 10 days 10 days to 90 days

Consideration

Evaluation

@GUY_MARION

Growth Strategy #3: Activate trialists based on usage

@GUY_MARION

Tria

l Co

nver

sio

n R

ate

0%

10%

20%

30%

40%

Overall If published journey If added code

35%

21%

9%

Impact of Product Usage on Trial Conversion Rate

Growth Strategy #4: Price for land & expand

Reduce upfront friction

Value not features

130% Net Retention

Net

Ret

enti

on

(% o

f sta

rtin

g M

RR)

0%

35%

70%

105%

140%

Same Month 1 Month 3 month 12 month

133%132%116%107%

Autopilot MRR Retention

@GUY_MARION

132%

Slack

• Slack notifications for marketers

• VentureBeat coverage

• Co-webinar & app directory

Growth Strategy #5: Achieve step-function growth with integrations

@GUY_MARION

"If Autopilot is the orchestra for customer data, Slack is in the

control booth, telling the mixer what levels to adjust on the fly.”

Growth Strategy #6: Map and optimize the customer journey

@GUY_MARION

Growth Strategy #7: Always be testing

A

@GUY_MARION

Proactive Headsup Experiment

Variation C:

Winner!

B

Growth Marketing Engine

@GUY_MARION

KPI Dashboards

Customer Journey Automation

Subscription Billing KPI DashboardsCRM + Predictive Scoring

Events & Product Data Usage Funnel & Analytics

Content & CRO

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

Tech Stack

@GUY_MARION

Growth Team

@GUY_MARION

Marketing & Acquisition

Demand Gen

Product Mktg Community Brand &

DesignOps &

Analytics

Sales & Success

Product Engagement

Product DesignOnline

Engineering

Data Science

Velocity

Direct

SaaSy Growth Team

@GUY_MARION

@GUY_MARION

How do you grow to 2,000 customers in 18 months?

Create marketing that doesn’t feel like marketing

Build personal & contextual “acquire, nurture, grow” journeys

Design a growth marketing engine with the best technologies

Guy Marion CMO & Head of Growth

@guy_marion @autopilotus

autopilothq.com blog.autopilothq.com

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