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Jes Kirkwood on November 15th 2021

Shopify's VP, Growth Morgan Brown reveals how the company's growth team drives results in an exclusive interview.

All Growth & Marketing articles

Jes Kirkwood on November 15th 2021

Shopify's VP, Growth Morgan Brown reveals how the company's growth team drives results in an exclusive interview.

Guest author: Dan McGaw on November 1st 2021

I've watched thousands of startups build, grow, and optimize their tech stacks. Throughout the years, and while implementing Segment, teams have asked me the same questions time and time again.

  1. Which events should we track?

  2. What about metrics and customer data?

The answers are consequential; I've seen too many promising startups with great products fail due to fixable logistical issues and insufficient resources. That's why we’re collaborating with Segment’s Startup Program to give you this take on the tools, metrics, and user events crucial for success: this time for ecommerce companies.

The Added Value of a Solid Ecommerce Stack 

The nature of ecommerce necessitates a speedy tech stack to seamlessly collect user data, transmit it to the relevant destination, and respond to customer activity in real-time. The complete customer journey and closed reporting loop that will provide a stable framework from which you can scale your business.

As your business grows, you'll use your tech stack to further refine and optimize your practices, now armed with historical data that covers the full customer journey. From here, you'll find and grow the lifetime value of your customers, allowing you to optimize your customer acquisition for actual ROI and ROAS. You’ll also have what it takes to improve drop-off rates, or automate communication throughout the touchpoints.

Ultimately, you’ll be able to snowball the revenue.

Ecommerce Events to Track

So, which events are most relevant to ecommerce startups? 

You want to focus on the customer journey and cover its full range. Cover the various stages in the purchase flow. Pay attention to the following interactions:

  • Product Viewed: Occurs when a user visits a product page.

  • Product Added: Whenever a visitor adds a product to their shopping cart.

  • Checkout Started: Once a visitor adds a product and clicks the “checkout” button.

  • Checkout Step Completed: After a visitor adds a product, clicks the “checkout” button, enters their payment information, and moves onto the final stage of checkout..

  • Order Completed: Once a visitor completes entering all their information for purchase and reaches the thank you screen.

Top Ecommerce Metrics: How a Stack Helps Measure What Matters

As a part of transactional sites, e-commerce pages are focused on converting visitors into customers and first-time customers into repeat customers. The metrics most valuable to you will be those that uncover subtle shopping behavior, connecting your customer's average purchase spend with their repurchase rate, lifetime value, and finally, to your sales totals.

Visit to Order Rate

The percentage of visits that convert into orders. The metric helps you answer “What makes the customers purchase the first time?”

Average Order Value (AOV)

The averaged total value of every order placed on a store over a specified period. The metric helps you answer “What makes the customers spend more?” or “Which campaign leads to the highest purchases?”

Total Revenue & Orders 

Shows the revenue you've earned across all channels and orders placed. This is often the KPI for ecommerce marketing. The metric helps you answer “Which products are our 80-20?” or “What are the main movers of our top-line revenue?”.

Customer Lifetime Value (CVL)

The total value in dollars the customer will contribute over a lifetime. Lifetime is usually calculated between 12 and 24 months. The metric helps you answer “What is the real value of the customer we acquired?”

CLV takes reporting from immediate to real value. Lifetime value is often a lot higher than immediate value. Also, when one channel, campaign or product stands out in immediate value, it doesn’t necessarily stand out in lifetime value.

Repurchase Rate & Frequency

Another valuable metric that measures repeat purchases. Repurchase rate and frequency are calculated by dividing the number of customers who made at least two purchases in a given timeframe by the total customer count. 

One of your most actionable metrics in ecommerce is your repeat purchase rate. You can measure it with the help of your order completed event, and tying it to the customer whose journey you follow. Then you’ll build out a funnel to see what channels and products drive repeat purchases. So the metric will help answer “What makes our customers come back?”

Use Cases of Integrations for Ecommerce Growth

By combining the power and utility of different MarTech tools, you expand the capabilities of each. That’s how you use a stack to improve or scale ecommerce revenue. Let’s walk through examples.

Add Customer.io Email Events to Customer Journeys

Email events from platforms such as Customer.io often do not make it to user analytics or data warehouses. That’s a huge missed opportunity for personalization or touchpoint automation. Segment translates  event data from your email platform and passes it on to tools such as BigQuery and Amplitude.

You can then follow the full customer journey, optimize based on events such as Email Delivered / Opened / Clicked / Unsubscribe, or create complete reporting about your email flows.

Report on Javascript Data Sources

Javascript is the standard language for analytics. Along with the biggest tools such as Google Analytics or Tag Manager, and many others, you’ll see javascript in custom attribution models. The models often populate data that’s hard to integrate exactly because it is custom, and doesn’t always follow the formats required by your favorite reporting tools. This can make reporting much less insightful.

With Segment, you can translate your custom attribution data and taxonomy into a format that’s understood by a data warehouse such as BigQuery. From there, you can easily send it to a reporting tool such as Chartio or PopSQL. Think data such as page and identity tables, the common attribution data points. You’ll be on your way to a closed reporting loop, with accurate and complete ROAS insights.

Calculate the Full Customer Acquisition Cost

Just like with the above-mentioned ability to translate custom javascript to the rest of your MarTech stack, Segment plays the Rosettta Stone of APIs for your ad platforms. Segment will pull data from Facebook Ads, Google Ads, and other ad marketplaces, then push it into your BigQuery data warehouse. You’ll be able to get the full picture of how the different ads push the customers down the funnel, and you can also add data about interactions such as checkout events.

As a result, you’ll be able to send complete acquisition data into a reporting tool such as Chartio or PopSQL. There, you can, for example, build models for calculating key metrics such as CAC (Customer Acquisition Cost).

Power and Automate Custom Messaging

In MarTech stacks based on Segment, you can have the same tool receive or send data. Customer.io is an example. Above, we had an example of Customer.io sitting upstream, so it could send data for use in customer journey analytics. Here, Customer.io sits downstream, receiving data from a javascript source.

Segment can even send your JS data to multiple communication platforms at a time. So e.g. Customer.io for emails and Drift for chat and text messages. This way, all of your messaging can be both custom and automated based on events or custom user traits. User events like shopping cart abandonment, newsletters signups, and purchases can help segment the customers. You’ll be able to automatically trigger personalized email sends, push notifications, or SMS messages. Or you’ll be able to make your chat bot much more personal and useful.

Follow Product-level Activity

Amplitude is a popular analytics platform that's grown in popularity thanks to its depth, predictive and personalization capabilities, and automated optimization features. When enriched with clean, normalized data, users can optimize across the entire customer journey, improve user acquisition, uncover purchase behavior patterns, and connect product-level data with revenue.

However, imagine your user data is tied up in a JS source such as Google Analytics. So we’ll once again connect Segment and have it feed data into Amplitude. This links Order Completed, an event from Segment’s ecommerce spec, with the Product Purchased event in Amplitude. You could also do that for events such as Product Viewed, or Added to Cart. You’ll then be able to slice revenue data by product, product category, or SKU.

Your Visual Reference of Ecommerce Tool Integrations

The diagrams you see above come from our infographic with examples and explanations of ecommerce stacks integrated through Segment. Get your own pdf below for future use, so you can quickly scan it and remind yourself of ideas for your own stack.

Download your copy of the ecommerce stack infographic.

Join the Segment Startup Program, Build a Strong Stack, Grow Your Ecommerce Business

Segment's Startup Program is here to give early-stage startups the tools necessary to build stacks like this and thrive. Eligible startups get $25k in Segment credits for up to two years, which can be used for Segment’s Team Plan. Additionally, Segment is throwing in over $1 million in free marketing and analytics platforms like Amplitude and Amazon Web Services, on top of a number of heavy software discounts. You’ll even get access to level-up resources such as Segment’s Analytics Academy or Analytics office hours.

Eligible startups must have been incorporated less than two years ago and have raised no greater than $5 million in total funding.

Don’t wait any longer, go learn more about Segment’s one-of-a-kind Startup Program. And if you’d like a hand picking your tools along the way, feel free to use our WYSIWYG MarTech stack builder.

About the Author

Dan McGaw is the founder of McGaw.io, MarTech speaker, and co-founder of analytics tools such as UTM.io. He’s worked extensively with Segment implementations and led the creation of tools such as the Segment CSV importer.

Guest author: Dan McGaw on October 29th 2021

In my many years managing MarTech implementations, I receive two questions more than any other: 

1. Which user events are worth tracking?

2. Which marketing metrics should I collect?

The answer depends on a range of factors. First and foremost, your business model. Mobile marketers face a unique user base with a low tolerance for apps that don't meet high expectations for functionality and reliability. That's why we’re collaborating with Segment’s Startup Program to give you this take on the tools, metrics, and user events crucial for success.

The Added Value of a Solid Mobile Stack

I have a hard time imagining a successful app developer that reliably makes and scales quality apps without the feedback, performance improvements, and added functionality that tech stacks provide. Doing without means making do with guesswork. Maybe it will work, but maybe it won’t.

Mobile purchase cycles leave developers only a moment to hook users. That requires swift and prompt action to attract and retain users by intervening in crucial moments to improve their customer experience.

As a mobile app creator, you need your tech stack to capture a much wider array of user data, and respond to user activity and needs in a way that keeps them engaged, creates beneficial functionality, and fixes any technical stumbling blocks. 

Top User Events to Track

Which user events are most actionable in the analytics of mobile startups? Those that track the part of the journey from app install to first order.

  • Application Installed: Triggered after users first download your app or upon opening it via their home screen.

  • Install Attributed: Credits the right marketing channel for delivering new users.

  • User Created: This middle-funnel event occurs after users install and once they register an account with your service. It identifies active users.

  • [Feature Used]: Triggered whenever users launch a feature of your choice. This can be cross-referenced with retention data to uncover the stickiest features. 

  • Order Completed: Tracks when users make in-app purchases and contribute to your revenue. 

Top Mobile Metrics—How a Stack Helps Measure What Matters

Tracking the key mobile events will generate actionable metrics for you. To spend your effort where it can make a difference in a predictable way, focus on the revenue metric. Then break it down to the steps that bring your users closer to revenue.

Revenue

Track revenue just the way you need—subscription-based or ecommerce. Slice it by DAU (daily average users) or MAU (monthly average users), or marketing channel. The Order Completed event is what connects the dots for you here.

Install to Signup Rate

The install-to-signup-rate metric, also called the activation rate, puts your app's onboarding process under a microscope. It helps you answer the question “How many of the users who install the app actually start using it, too?” The magic is done by relating the Application Installed and User Created events.

Your job is to find where and how users get confused or otherwise discouraged before registration. You may also want to look into which channel or campaign brought the engaged users.

Signup to Pay Rate

This metric picks up where our last metric left off, answering “How often do new users become paying customers?” It extrapolates the User Created and Order Completed events. By extension, it tells you about how well your user activation strategy is doing.

Compare across marketing channels to identify the most reliable channels for creating real-deal customers. Get granular and analyze cohorts based on their install date or app activity. Or calculate the average cost of converting a visitor to a paid user.

New, Retained & Churned Active Users

These metrics connect retention to user activity, and answer questions such as: “Which features make the users stick?” or “Which features make the users churn?” It does so by relating the Install Attributed and [Feature Used] events to data about DAU. 

Retention and revenue are two sides of the same coin. Get the data that’ll enable you to retain users better, and it’ll make a world of difference to the bottom line.

Use Cases of Integrations for Mobile Growth

The applications you choose for your stack are important, second only to the quality of integrations that hold your stack together. After all, a good stack gives you new tools and expanded capabilities to improve the customer experience.  That’s how you use a stack to improve revenue. Let’s walk through a few examples.

Add Email Events to Customer Journeys

Free the data that would otherwise be siloed in Braze or another messaging platform. You'll use Segment to help pass data about user activity that occurs off app—in email and text. 

Now, events like Email Delivered will flow down to your analytics platform, Amplitude, which can be combined with data from other marketing channels and app activity. The email events will also be sent to your data warehouse, BigQuery, for additional analysis and backup.

The combined data stream also helps you track the full customer journey. The full set of touch points you create with users—whether it’s to engage existing ones, or to convert new ones. This will help you improve and grow your email flows.

Use App Usage Data in Marketing Attribution

Tie in-app user engagement data with your marketing attribution. In the above example, you can do so by extracting the Install Attributed event, created by Appsflyer. Then you’ll translate it in Segment and pass it on to your attribution reports in Amplitude.

Your marketing reporting will level up, letting you compare user engagement across marketing channels or campaigns. You will also put yourself in the position to reveal differences in purchasing behavior and retention.

Load and Model Ad Spend

Get Facebook Ads and Google Ads data to play nice together. The ad spend numbers get piped through Segment, then flow into your visualization and modeling platforms such as Chartio or POPSQL. You can then model and optimize CAC (customer acquisition cost). The two ad platforms will get a fair comparison

As you’ll often want to do, you can also send the data to BigQuery, where it can be processed further.

Personalize and Automate Messaging

Make your messaging matter. So much so that it will be relevant to the user’s location and app usage.

In this use case, Radar collects location-specific events, and connects it with the user’s history. But the data is only valuable when integrated with a platform that acts on it. So you can use Segment to send the location data and user traits to Braze. As a result, your messaging with the users can be both personalized and automated. That’s custom messaging at its best.

You’ll enable interactions such as location-specific deals, geofencing, localized inventories, geotargeting, or store locators.

Your Visual Reference of Ecommerce Tool Integrations

The diagrams we're using in this post come from our infographic, which you can download below for future use.

Download your copy of the mobile stack infographic.

Join the Segment Startup Program, Build a Strong Stack, Grow Your Mobile Business

Our Startup Program is here to give early-stage startups the tools necessary to build stacks like this and thrive. Eligible startups get $25k in Segment credits for up to two years, using Segment’s Team Plan. Additionally, Segment is throwing in over $1 million in free marketing and analytics platforms like Amplitude and Amazon Web Services, on top of a number of heavy software discounts. You’ll even get access to level-up resources such as Segment’s Analytics Academy or Analytics office hours.

Eligible startups must have been incorporated less than two years ago and have raised no greater than $5 million in total funding.

Don’t wait any longer. Go learn more about Segment’s one-of-a-kind Startup Program. And if you’d like a hand picking your tools along the way, feel free to use our WYSIWYG MarTech stack builder.

Learn more about the Segment Startup Program.

About the Author

Dan McGaw is the founder of McGaw.io, MarTech speaker, and co-founder of analytics tools such as UTM.io. He’s worked extensively with Segment implementations and led the creation of tools such as the Segment CSV importer.

Guest author: Dan McGaw on October 28th 2021

As a growth hacker, MarTech founder and implementation consultant, I often get the following questions:

  • Which user events are worth tracking?

  • Which metrics should I use for decision making?

  • How should I build and use my stack to scale?

The answer is different for every business. But for B2C subscription-based business, they need a responsive stack that draws high volumes of prospects and reliably pulls them through their conversion funnels with as little drop-off as possible. 

That's why we’re collaborating with Segment’s Startup Program to give you this take on the tools, metrics, and user events crucial for success.

The Added Value of a Solid B2C Subscription Stack

Getting B2C marketing right means aligning your team members with their responsibility for the purchase cycle, helping them identify and fast-track high-value leads, and ensuring smooth transitions between funnel stages and business functions. 

I have a hard time imagining a B2C subscription company thriving without the responsive infrastructure, digestible user feedback,  event-based data, and added functionality a well-implemented stack brings.

Top B2C Events Your Stack Should Track 

Your stack’s toolset is only as good as its implementation. Also, a good stack gives you new tools and expanded capabilities to improve the customer experience. That’s how you use a stack to improve revenue. Let’s walk through a few examples of the user events that help you get there.

  • Lead Created: Unknown users trigger the Lead Created event by submitting their contact information (and usually other traits).

  • User Created: After leads or visitors create their first login, the User Created event occurs. This means the user has started using your application properly, and is closer to spending money in case that hasn’t happened yet.

  • [Feature Used]: This custom, product-based event can help you determine the relationship between key feature usage and long-term customer value, in addition to retention. Find ways to encourage repeat usage to optimize. Examples include Song Played, Lesson Completed, or Note Created.

  • Order Completed: Users have completed the customer journey by the time they reach Order Completed. This event is often used to track retention, revenue, and conversion rates from free to paid users.

Top B2C Metrics: How a Stack Helps Measure What Matters

Marketers in B2C subscription businesses need a broad view of the customer purchase cycle, with the ability to get granular and tinker with each conversion step. Use metrics to evaluate audiences and identify the best channels for high-volume conversion. 

Visitor-to-Signup Conversion Rate

This metric combines page views with the User Created event and helps users compare marketing channels to identify key audiences. Find a way to move this one a little, and you can see substantial gains in revenue. 

Trial Subscription Conversion Rate

Understand how frequently your visitors become users after sampling your services. By cross-referencing page views and the User Created event, you open up further examination of marketing channels and their varying ability to convert visitors.

New and Total Monthly Recurring Revenue (MRR)

Once users trigger Order Completed, they'll find themselves in this camp, where new and total revenue are tracked. Identify best-contributing channels and product features. Switch between MRR and ARR as you need.

Monthly Churn

Retention is no different from revenue in the subscription model. With the help of a product analytics platform such as Amplitude and the Order Completed event, users can slice monthly revenue by overall retention, engagement, and feature usage to shed light on the levers that make your customer experience stickier. For early-stage startups, the retention may be even more important than revenue.

Use Cases of Integrations for B2C Growth

When you integrate numerous MarTech tools, you not only pool resources, you expand each tool’s functional capacity. Making good use of the ecosystem can help you scale B2C revenue. Below are examples for your inspiration.

Fuel and Automate Personalized Messaging

One of the best features Segment brings to stacks: allowing the same tool to send and receive data. Where other use cases such as the next one in this article see Customer.io sending event signals upstream to Segment, in this instance, we have a custom JavaScript (JS) data source pushing event and user traits to Customer.io.

And since Segment can send JS data to multiple communication platforms at once, we're delivering the same user data to Autopilot and Drift. With Drift, event data can trigger automated and personalized chat and text experiences (designed to qualify and convert users). Once it gets to Autopilot, it's combined with other customer data sources for personalized lead nurturing email campaigns (which are also automated).

Add Customer.io Email Events

By intervening in crucial (context-specific) moments in the customer journey, marketers can improve the customer experience—increasing engagement and avoiding churn.  However, event-based data from communications platforms like Customer.io are frequently disconnected from analytics platforms and marketing automations.

Segment connects event-based triggers from Customer.io with our product analytics platform Amplitude and our data warehouse BigQuery. Now events like Email Clicked can trigger any number of actions, like personalized purchase incentives or assigning users to various cohorts based on their demonstrated level of interest.

Report on JavaScript Data Sources

Custom attribution models use JS to send the data such as Page and Identity tables. But such custom data sources can be hard to sync with your reporting and data exploration tools such as Chartio.

With Segment, you can translate data and consolidate taxonomy, so they live alongside data from other sources in your warehouse and reporting tools. As a result, you can build accurate attribution and calculate your ROAS.

Load Ad Spend & Compare Ad Inventory Performance

Facebook Ads and Google Ads don't play well together, which means you have to be creative in your reporting if you want to show the full picture. Segment comes to the rescue once again. Both ad inventory sources can be loaded into BigQuery. There, you’ll combine the ad spend data with web activity data that’s also piped through Segment.

The infrastructure will unlock new analytics possibilities. You’ll be able to push the combined data into visualization and modeling platforms like Chartio or POPSQL, and build models on key metrics such as Customer Acquisition Cost (CAC).

Your Visual Reference of B2C Subscription Tool Integrations

The diagrams you see above come from our infographic with examples and explanations of B2C subscription stacks integrated through Segment. Get your own pdf below for future use, so you can quickly scan it and remind yourself of ideas for your own stack.

Download your copy of the ecommerce stack infographic.

Join the Segment Startup Program, Build a Strong Stack, Grow Your B2C Subscription Business

Segment's Startup Program is here to give early-stage startups the tools necessary to build stacks like this and thrive. Eligible startups get $25k in Segment credits for up to two years, which can be used for Segment’s Team Plan.

Additionally, Segment is throwing in over $1 million in free marketing and analytics platforms like Amplitude and Amazon Web Services, on top of a number of heavy software discounts. You’ll even get access to level-up resources such as Segment’s Analytics Academy or Analytics office hours.

Eligible startups must have been incorporated less than two years ago and have raised no greater than $5 million in total funding.

Don’t wait any longer. Learn more about Segment’s one-of-a-kind Startup Program. And if you’d like a hand picking your tools along the way, feel free to use our WYSIWYG MarTech stack builder.

About the Author

Dan McGaw is the founder of McGaw.io, MarTech speaker, and co-founder of analytics tools such as UTM.io. He’s worked extensively with Segment implementations and led the creation of tools such as the Segment CSV importer.

Jim Young on October 28th 2021

To scale Growth, you need to define its purpose, set goals, structure collaboration, and master your customer data. Three experts share their insights.

Nupur Bhade Vilas on October 20th 2021

Meet Twilio Engage: the first growth automation platform designed for the digital era.

Kelly Kirwan on October 8th 2021

We’re entering a new era for customer engagement. 

This has been clear in the explosion of digital touchpoints we’ve seen in the past year and a half, the surge of customer data that followed, and the new omnichannel mindset customers have adopted. 

But where do we go from here? 

That was the question we set out to answer in our new guide, The Next Generation of Customer Engagement. We wanted to define what exactly is our “new normal,” and understand how businesses can meaningfully engage customers on this new playing field. 

Here’s a preview of what we found. 

The importance of data accessibility 

90% of businesses said that customer insights increased due to greater digital engagement during the pandemic. 

But many businesses are still struggling to make sense of their data, and make it actionable, in large part due to departmental silos and legacy infrastructures. 

The average company manages 162.9TB of data. For enterprises, that number jumps to 347.6 TB. And global data creation is projected to reach more than 180 zettabytes by 2025. (That’s 180 followed by 21 zeros.)

This influx of data can help businesses build a holistic, nuanced understanding of their customers – but only if it’s cleaned, consolidated, and easily shared across teams.

Yet, only 14% of companies say that they’ve made data widely accessible across their organization.

To rectify this, businesses need to prioritize having a scalable data infrastructure that can not only handle increasing volumes of customer data, but make it so any team member can use said data (without relying on developers). 

A focus on first-party data 

From data breaches to the opaque marketplace of third-party data, consumers have become increasingly wary of who’s collecting their information (and how that information is being used). 

As a result, both government regulators and browsers have taken a stronger stance on data privacy, which we’ve seen in initiatives like the GDPR and the phaseout of third-party cookies. 

To adapt to this privacy-first landscape, businesses need to focus on first-party data (which is collected directly by your company). Not only is it important from a legal and ethical standpoint, but first-party data also lends itself to a more transparent relationship with your customers. 

And while some have feared that the end of third-party cookies could lead to a “personalization-privacy paradox,” that’s actually not the case. In fact, 69% of consumers say they appreciate personalization, as long as it’s based on data they’ve shared with a business directly. That is, first-party data. 

The expectation of omnichannel 

Consumers today expect to be able to switch seamlessly between channels when interacting with a business. Or, in other words: they expect an omnichannel experience. 

Ensuring continuity as consumers switch online and offline touchpoints is no easy task. In fact, only 24% of businesses say they’re successfully investing in omnichannel personalization. 

But for 45% of consumers, all it takes is one unpersonalized experience for them to no longer do business with a brand. These are high stakes. 

That’s why customer data platforms have emerged as an essential component for omnichannel engagement, for their ability to consolidate data that’s scattered across different apps and teams, and then send it to any downstream tool for activation. 

In fact, 73% of companies surveyed this year said that a customer data platform will be critical to their customer experience efforts going forward. 

The future of customer engagement

For businesses, survival will always come down to their ability to meaningfully connect with customers. In our latest e-book, The Next Generation of Customer Engagement, we go into more depth into the themes mentioned above, and distill the five leading trends that will define customer relationships (and customer engagement strategies) in the years to come.

You can read the full guide here.

Guest author: Dan McGaw on October 8th 2021

I couldn’t count the number of times I've been asked the following questions in my 20 years of MarTech implementations:

  1. Which success metrics should I care about about?

  2. Which user events are the most actionable?

  3. How should I build and use my stack to scale?

B2B marketers compete in a marketplace. Small, known customer bases and lengthy purchase cycles require clearly defined lead scoring, tight nurturing funnels, and consistent engagement across the customer lifecycle.

That's why we’re collaborating with Segment’s Startup Program to show you the tools, metrics, and user events crucial for optimizing your stack's impact.

The Added Value of a Solid B2B Subscription Stack

Getting B2B marketing right means aligning your team members with their responsibility to the purchase cycle, helping them identify and fast-track high-value leads, and ensuring smooth transitions between funnel stages and business functions. I can’t imagine B2B companies remaining competitive without the feedback, insights, and added functionality that tech stacks provide. 

Top B2B Events Your Stack Should Track 

You can't optimize what you don't measure. Marketers in B2B subscription businesses need deep visibility into their audience’s firmographics, combined with the ability to get granular and tinker with each conversion step along the way. Here are the top B2B events you should track:

  • Lead Created: Unknown visitors become leads once they submit a lead form, sharing attributes, and contact information.

  • User Created: Occurs once visitors create a login in the application for the first time. You’ll benefit from an event property that’ll distinguish between new accounts and users invited to existing accounts.

  • [Feature Used]: This event’s name will be custom to the most important features in your application. Record it so you can optimize for retention, advocacy, or revenue. Examples include Integration Enabled or Task Created.

  • Order Completed: This event will be used to report on revenue, conversion rates from free to paid, and customer retention.

Top B2B Subscription Metrics—How a Stack Helps Measure What Matters

You need metrics covering your customer journey from beginning to end across nurturing touchpoints and noteworthy events. That also includes recurring subscription metrics and evaluating marketing and sales performance (and marketing-sales collaboration). 

Marketers can learn how features correlate to engagement, churn, and satisfaction by analyzing behavioral differences in feature usage across user groups. Below are just a few metrics that B2B businesses should focus on.

New and Total Monthly Recurring Revenue (MRR)

Users who trigger the Payment Completed event are at the start of MRR or ARR. The metrics help you iIdentify valuable user cohorts and behaviors by comparing marketing channels, feature usage, and retention trends.

Trial Subscription Conversion Rate

Learn how frequently visitors become trial users after viewing your marketing pages. Cross-reference page views with User Created to get a handle on how well your channels or campaigns convert.

Sales Opportunity Closed-Won Rate

Combine the User Created and Payment Completed events to begin tracking. Factor in feature usage and original marketing channel of these users in your analysis to optimize this conversion rate.

Visitor-to-Signup Conversion Rate

This conversion rate is a key part of the full customer journey, and you’ll get the most mileage out of it by integrating your CRM tool with a data warehouse. When analyzing, you’ll want to look at both CRM and website activity, as recorded by Segment.

Use Cases of Integrations for B2B Growth

When you combine the power of a variety of sophisticated MarTech tools, you not only pool together valuable resources, you expand each tool’s abilities. Making the best use of these advanced use cases can help you scale B2B revenue. Get inspired below.

Analyze Firmographics to Validate Lead Quality

Lead quality almost always takes precedence over lead volume—early-and-middle staged B2B marketing programs frequently shift their focus away after sales struggles to qualify poor-fit leads.

In this use case, use Clearbit Reveal to gather firmographic data via IP addresses, which you need to qualify visitors. You'll next use the Clearbit Enrichment to add even more context to leads. Finally, you’ll pass this data to your data warehouse BigQuery, and your user journey analytics tool Amplitude. 

Combine Salesforce and Autopilot for Automated Messaging and Salesforce Integration

Connecting Salesforce and Autopilot creates a loop that synchronizes shared fields. When data is added or changed in one, it's applied to the same contact in the other.

We frequently use Autopilot with our clients in this way for lead scoring and automated messaging. As well as for keeping CRM records complete in Salesforce.

Automate and Power Personalized Messaging

Clearbit's enrichment data can superpower your touch points. When you use Segment to connect it to Customer.io and Drift, you can trigger automatic personalized message sends based on company info for each lead.

I’ve seen custom messaging make a considerable impact—more leads, higher conversion rates, increasing coverage of the customer lifecycle, and, most of all, volumes of first-party data for further optimization.

Add Customer.io Email Events

Email marketing data is often disconnected from tech stacks and conversion strategies, leaving money on the table. This use case is designed to help with just that — fully integrating key email events and expanding our analysis of full customer journey.

Email events Segment is able to send downstream include Email Delivered/Opened/Clicked/Unsubscribed. They can then be used in BigQuery or Amplitude, where they’re processed or analyzed. It’ll help with validating messaging strategies, improving email conversion rates, even moving the needle on retention.

Enable Custom Marketing Attribution

Custom attribution models use JS to send the data such as Page and Identity tables. But such custom data sources can be hard to sync with your reporting and data exploration tools such as Chartio.

With Segment, you can translate data and consolidate taxonomy, so they live alongside data from other sources in your warehouse and reporting tools. As a result, you can build accurate attribution and calculate your ROAS.

Your Visual Reference of B2B Tool Integrations

The above diagrams were taken from our B2B subscription MarTech stack infographic — with examples and explanations of B2B stacks integrated through Segment.

Download this pdf to remind yourself of best practice and ideas for your stack.

Join the Segment Startup Program, Build a Strong Stack, Grow Your Ecommerce Business

Segment's Startup Program gives early-stage startups all the tools they need to build high-performing stacks. Eligible startups get $25k in Segment credits for up to two years, using Segment’s Team Plan. On top of that, Segment is also giving away more than $1 million in free marketing and analytics platforms (Like Amplitude and Amazon Web Services). Heavy discounts on software are also available—and you unlock Segment’s advanced resources like the Analytics Academy or Analytics office hours.

To be eligible, startups must have been incorporated fewer than two years ago and have not raised more than $5 million in funding.

Don’t wait! Learn more about Segment’s one-of-a-kind Startup Program. And if you’d like a hand picking your tools along the way, feel free to use our WYSIWYG MarTech stack builder.

About the Author

Dan McGaw is the founder of McGaw.io, MarTech speaker, and co-founder of analytics tools such as UTM.io. He’s worked extensively with Segment implementations and led the creation of tools such as the Segment CSV importer.

Kelly Kirwan on August 3rd 2021

Omnichannel: the new necessity

Customer journeys now span multiple devices and channels. From using smartphones to check emails, to researching an item on a laptop before buying in-store, it’s become increasingly difficult for brands to maintain a single view of the customer. Without an integrated tech stack, and central source of truth for customer data, teams are often working with only a snapshot of the customer journey – resulting in a disjointed, unpersonalized customer experience.

This can have real consequences when it comes to conversion and retention rates (not to mention overall customer satisfaction). In fact, 45% of consumers say they’re unlikely to become repeat purchasers with a brand after just one unpersonalized experience. 

With an omnichannel approach, every channel a business operates on is connected. This means a consumer could switch between channels (whether it be email, in-app, live chat, etc.), without experiencing any friction.

But how do you actually put an omnichannel strategy into practice? 

Implementing omnichannel customer engagement at scale 

There’s a lot of confusion over how to implement an omnichannel strategy. In fact, 76% of businesses say they’re falling short.

To win when it comes to omnichannel, businesses need to have the right data infrastructure and the right technology. This includes:

  1. A centralized data hub that easily integrates with new applications and platforms, and consolidates customer data from any source in real-time. 

  2. The ability to merge the complete history of a customer into a single profile. 

  3. The ability to orchestrate various actions across a set of customer engagement tools (like Twilio and Twilio SendGrid) to deliver personalized communications based on customer interactions and preferences.

In our latest guide with Twilio and SendGrid, we dive deeper into these “must-haves” for omnichannel engagement, while also covering: 

Download a copy of The Ultimate Guide to Omnichannel to learn more. 

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