Engagement & Retention project | blackcab

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Engagement & Retention project | blackcab

Let's Begin!

Understanding Product

Sales Exec before Using Apollo.io

Apollo.io is a sales engagement platform that provides tools to help businesses identify, engage, and connect with potential customers more effectively. The core value proposition of Apollo.io lies in its ability to streamline and optimize the sales process through several key features:

Comprehensive Data Access: Apollo.io offers a vast database of business contacts and companies, allowing sales teams to access accurate and up-to-date information about potential leads. This helps in identifying the right prospects quickly.

Sales Automation: The platform provides tools for automating outreach and follow-ups, enabling sales teams to scale their efforts without sacrificing personalization. This includes automated email sequences, task management, and activity tracking.

Advanced Search and Filtering: Apollo.io enables users to perform highly specific searches based on various criteria, such as job titles, industries, and company sizes. This helps sales teams to focus on the most relevant leads.

Integrations: Apollo.io integrates with various CRM systems and other sales tools, allowing seamless data flow and helping teams maintain a unified view of customer interactions.

Analytics and Reporting: The platform offers analytics and insights to track the performance of sales campaigns, allowing teams to optimize their strategies based on real-time data.

Overall, Apollo.io's core value proposition is its ability to empower sales teams with the data, tools, and automation necessary to increase efficiency, improve lead generation, and ultimately drive more sales.

Sales Exec After Using Apollo.io

Customer Segmentation

B2B Table:

Criteria	ICP1	ICP2	ICP3
Persona			Deepak everytime his boss asks for an update, while being frustrated to generate leads
Name	Dhananjay Menon	Jashank Pohani	Deepak Menon
Designation	Business Development Manager	Head of Investor Relations	Senior Business Development Manager
Company Size	100	60	350
Location	Mumbai	Mumbai	Mumbai
Funding Raised	Self Funded	Self Funded	Publicly Listed
Industry Domain	Marketing Agency	Venture Capital	Fintech
Stage of the company	Growth Stage	Growth Stage	Mature Scaling Stage
Organization Structure	In the digital advertising industry, focused on particular industires and target specific set of customers and not be a part of the clutter, ready to pay for quality lead generation and engagement.	In the VC space, targeting HNIs with a high risk high reward asset class, hence looking for a solution with verfied contacts and ready to pay for pain points of reaching out to verified leads regularly.	In the Fintech space, solving issues related to cashflow management for organisations of different sizes. The product is at a mature scaling stage and since the product can be used for companies of all sizes, they need a tool to for a mass reachout and have a large sales team, the tool optimises the lead generation and outreach process hence enabling the sales teams for faster conversaions.
Decision Maker	Founder	Founder	Head Of Business
Decision Blocker	Finance	Finance	Finance
Frequency of use case	Daily, to generate leads and get contact details of target audience / leads	Daily, to generate leads and get contact details of target audience / leads	Daily, to generate leads and get contact details of target audience / leads
Products used	Slack, Whatsapp, Gsuite	Asana, Teams, Microsoft 365 apps	Microsoft 365,Teams, Hubspot
in workplace	google docs	pipe drive, clenti	Microsoft 365,Teams
Organisational	slack	teams, microsoft 365	Hubspot
Goals	Primary: Financial Goals Secondary: Functional goals	Primary: Financial Goals Secondary: Functional goals	Primary: Financial Goals Secondary: Functional goals
Preferred Outreach Channels	Email, phone, whatsapp	Email, phone	Email, Phone
Conversion Time	2-3 days	4-5 days	15-20 days
GMV	15Cr	20cr	252 Cr
Growth of company	Growing stage, challenger in the industry, plans to grow by servicing more verticals & industries	Challenger in the industry, steady plans to grow in the industry, adding more funds in their portfolio	Challenger in the cashflow Saas space, growing at a faster pace by entering into new geographies and unexplored territories
Motivation	lead generation for services provided and certain levels of revenue & size companies at scale	lead generation for HNI's, c suite owners with vaild contact details	verfified lead generation for existing markets and leads to enter into new markets
Organization Influence	Flat organisational structure, they value teams or have a collaborative environment, current goal is to grow in the existing industries they service and explore new industires and markets. Earlier were working on inbound inquiries. High expectation from the tool since they are paying a decent size of money for its subscription	Flat organisation structure, have a collaborative environment. Current goal is to get more investors through invetors and family offices and long term goal is to have bigger funds. Earlier used to generate leads through the network of founders and sales associates.	In between a flat and hierarchical organisation. Current goal is to get more clients onboard in domestic and international markets. Earlier leads were generated through old school processes of finding relevant leads through linkedin, etc.
Tools Utilized in workspace	Slack, g suite, whatsapp	Teams, microsoft 365, pipedrive, asana	Microsoft 365,Teams, Hubspot
Decision Time	2-3 days	4-5 days	15-20 days
Technology /software know how	knows how to navigate through softwares and is sufficiently aware inspite of not havign a tech. background	knows how to navigate through softwares and is sufficiently aware inspite of not havign a tech. background	Is a from a techbackground and in a tech co. so can navigate through multiple use cases of the tool and easliy integrate with new and existing products for better results

User Type	Casual	Core	Power
Usage Characteristics	Is a free user. Logs in 2 times a week to generate leads, and uses export credits in the free plan. Has not integrated any other tool that compliments apollo.io	Logs in every alternate day. has added the chrome extention to identify relevant leads while browsing LinkedIn to generate leads. Uses the sequences to reach out to multiple leads. Has done only a single integration with an email marketing tool.	logs in daily. Uses multiple features of the tool not just to reach out but uses features for outreach & engagement extensively. Has integrated multiple tools like email marketing tool, CRM, Number for Automated Calling, etc. Reviews analytics and reports provided by the tool
Recency of use case	last week	Day before yesterday	yesterday
Natural Frequency	Twice a week	Alternate days	Daily
Monetary/AOV/Revenue Generated	No Monetary Gain	managed to create a strong pipeline, revenue generated - INR 3,50,000 MRR	Has a healthy pipeline and generates revenue of 10,00,000 MRR
Pain Points	limited tech knowledge, doesnt know if the leads has responded to their outreach mails & messages	Has only one tool to integrate, doesnt have bandwidth to monitor every feature	Challenge with support from internal IT team to use domain name for email outreach
Valued Features	Search feature - to find leads	search feature, Send grid (mass email) integration	Email integration, website vistion integration, buyer intents in search, tech used by cos. filter. Integration with with CRM and auto update of lead stages
Core Value Proposition (CVP) being utilised	Comprehensive Data Access	Comprehensive Data Access,Advanced Search and Filtering,Integrations	Comprehensive Data Access,Advanced Search and Filtering,Integrations,Analytics and Reporting
JTBD of the persona	Primary Goal: Functional	Primary Goal: Financial Secondary Goal: Functional	Primary Goal: Financial Secondary Goal: Functional
Discovery	LinkedIn Ad	LinkedIn Ad, Email Marketing	LinkedIn Ad, Email Marketing, Word of mouth from other sales execs.
Level of Engagement	low level of engagement	medium level of engagement	high level of engagement

Defining Core EnR Metrics

define how is a user activated on your platform and who would classify as an active user. Then move one to defining your core EnR metric, don't forget to mention the why!

(also scope out the Engagement Framework you will be taking up for your product and the rationale behind it)

Apollo.io's Active User:

An active user for Apollo.io would be, a user to finds leads (their ICP) through apollo and the key action of reaching out to the lead at least once a week.

Engagement Framework	Relevance	Key Metric to be tracked	Rationale
Breadth	Primary	MRR	A paid subscriber has more access to features which will enable the sales exec (ICP) to generate revenue through the leads generated and nurtured on Apollo
Frequency	Secondary	DAU	A sales exec (active user) who uses the tool more frequently will be able to generate more revenue or atleast will have a strong pipeline.

Engagement Campaign

you need to build at least 5 separate engagement campaigns, yes 5 is important! Remember to bring the campaigns to life- give them structure and body.

(use this and add more depth/parameters in this framework)

Engagement Campaign	Hypothesis	Channel of Distribution	Persona/Type of User	Theme	Target feature	Pitch and Content	Goal of the campaign	Offer	Frequency and Timing	Success Metrics	Milestones for the campaign
	(what lead you to choosing this particular campaign and why do you think it will work?)	(Is is this a physical/digital campaign, how will the users come across this campaign)	(which user segment is this campaign targeting)				(are you trying to convert casual users to power users?	(what are you giving and what is the logic behind the same, what could be the possible budget for the same?)	(when will you launch the campaign, is it a one time thing/recurring)		(In case of products, where results will show after 9-12 months, what are the key milestone and what is the logic behind the same)
Campaign 1 - Casual user activation	Casual users who perform the key action but dont use the tool daily at their job. This campaign will be to build habits and one step closer to a power user	LinkedIn Ads & email campaings	Casual user	Educational Content How different filters in the search feature can benefit the user	How basic filters like job title, departments, industry & location can help to generate more targeted leads		Make casual users to daily active users	There is no offer here. This campaing is to create a habit with the free user to use more features which will drive value for the sales exec	An email will be sent daily with the pitch of using the free features to lead them to perform the key action and LinkedIn Ad will be used once a day	DAU	The user will be defined as daily active user if they use the featurs once a day for 7 working days
Campaign 2	This campaing is to build further commitment for casual users who are now daily active users but dont use more features on the tool.	Linkedin Ads & Email	Casual User	Educational content	Sequences. After generating leads on the tool, how the user can create an outreach using sequences		Build habit for daily active users to become power users	There is no offer here. This campaing is to create a habit with the free user to use more features which will drive value for the sales exec	An email will be sent daily with the pitch of using features of sequencing to lead them to perform the key action and LinkedIn Ad will be used once a day	1st sequence	Atleast one active sequence
Campaign 3 - Power User Masterclass Series	The hypothesis is that users from ICP3 (Fintech) are technically proficient but may not be fully utilizing all the advanced features of Apollo.io. A masterclass series focusing on these features will help convert them into power users. Why it will work: Fintech companies often have complex needs and value advanced technical capabilities. A masterclass series can demonstrate the depth of Apollo.io's features, showing users how to maximize ROI.	The campaign will be delivered through webinars, in-app notifications, and email invitations. Users will also be targeted via LinkedIn and YouTube ads.	Target ICP3 (Fintech) users, specifically Senior Business Development Managers and Heads of Business who are familiar with tech but may not be leveraging all features.	Master the Tools, ride the rocket ship called Apollo - Position the masterclass series as essential training for maximizing the effectiveness of their sales and outreach efforts.	API integration, automation, and advanced lead filtering.	Pitch: "Unlock the full potential of Apollo.io with our Power User Masterclass Series. Learn how to turn features into powerful tools for your business growth." Content: A series of live webinars covering in-depth feature usage, followed by Q&A sessions, downloadable resources, and exclusive access to expert advice.	Convert casual or underutilizing users into power users by educating them on advanced features and best practices.	Free access to the masterclass series, with additional one-on-one sessions offered for high-engagement users. Estimated budget: INR 8L-10L for production, promotion, and expert fees.	Launch the campaign as a quarterly series, with each series running over 4 weeks. Follow-up sessions to be scheduled based on user engagement.	Increase in feature usage, webinar attendance rates, and post-webinar engagement.	1 month: Measure webinar sign-ups and attendance. 3 months: Evaluate feature usage growth and user feedback. 6 months: Assess conversion of attendees into power users, based on engagement and renewal rates.
Campaign 4 - Success Stories Spotlight	Highlighting real-world success stories from similar companies can inspire users to see the potential of Apollo.io for their own businesses. This campaign will show how others have achieved significant results, making it more relatable and motivating for current users. Why it will work: Case studies and success stories resonate well with users who want to see tangible proof of value. By showcasing similar companies’ achievements, this campaign leverages social proof to drive engagement.	Email newsletters, social media posts (LinkedIn, Twitter), blog posts, and in-app notifications. Success stories will also be featured on the Apollo.io website’s customer success page.	Target ICP1 (Marketing Agencies) and ICP3 (Fintech), as these users are often motivated by results and may benefit from seeing how others in their industry have successfully used Apollo.io.	"Your Success, Our Mission" testimonials	Lead generation, CRM integration, and analytics tools.	Pitch: "Discover how companies like yours have transformed their sales and marketing efforts with Apollo.io. Be inspired by real-world success stories that could be your own." Content: Detailed case studies, testimonials, and video interviews with key clients discussing how Apollo.io has helped them reach their goals.	Inspire and motivate users to engage more deeply with Apollo.io by showing them what’s possible. Encourage them to explore features they may not yet be using.	Exclusive access to detailed case studies, a downloadable eBook summarizing success stories, and a webinar series featuring client success stories. Budget: INR 3L-4L for content creation, video production, and promotion.	Launch as a monthly spotlight feature, with ongoing updates to the success stories library. Quarterly webinars featuring a deeper dive into the success stories.	Increased engagement with featured content, uplift in feature usage post-campaign, and higher satisfaction scores	1 month: Track initial engagement with success stories content. 3 months: Measure the impact on feature adoption and user feedback. 6 months: Assess long-term engagement and the influence on retention rates.
Campaign 5 - Referral Rewards Program	Users who refer others often have a positive experience with a product and are more likely to remain engaged themselves. A referral program encourages active users to bring in new users, creating a network effect that enhances engagement. Why it will work: Referral programs incentivize users to spread the word about a product they like, thereby increasing user engagement and loyalty. It also introduces new users who are more likely to be active since they were referred by someone they trust.	Email, in-app notifications, social media, and a dedicated referral program page on the Apollo.io website.	Target all ICPs (ICP1, ICP2, ICP3) but prioritize users who are already highly engaged or have expressed satisfaction with Apollo.io, as they are more likely to refer others.	"Grow Together with Apollo.io"	The overall Apollo.io platform, emphasizing ease of use and powerful lead generation capabilities.	Pitch: "Love Apollo.io? Share it with your network and get rewarded! For every successful referral, you and your friend get exclusive perks." Content: Clear and straightforward referral instructions, testimonials from other users who have successfully referred colleagues, and a leaderboard showcasing top referrers.	Increase user engagement through referrals, foster a sense of community, and expand the user base. Encourage users to stay engaged by offering ongoing rewards.	Reward referrers with discounts on their subscription, gift cards, or access to premium features. New users referred also get a discount or free trial. Estimated budget: INR8L- INR 10L for program setup, rewards, and promotion and as cost (freebies) to get more users	Launch as an ongoing program with periodic boosts (e.g., double rewards month). Run campaigns quarterly to encourage continued participation.	Number of referrals, conversion rate of referred users, and engagement levels of referrers post-referral.	1 month: Monitor initial referrals and conversion rates. 3 months: Evaluate ongoing referral activity and engagement from both referrers and referred users. 6 months: Assess the overall impact on user base growth and retention rates.

Retention Design

Retention Curve Design

Month	ICP1 (Retention %)	ICP2 (Retention %)	ICP3 (Retention %)
1	95%	93%	90%
3	90%	88%	85%
6	85%	82%	80%
9	80%	75%	70%
12	75%	70%	65%

Explanation of Retention Curve

ICP1 (Marketing Agency): Starts with high retention due to immediate value realization. Retention slightly drops over time as other tools might appear more specialized for marketing agencies.
ICP2 (Venture Capital Firm): Slightly lower retention compared to ICP1 due to niche requirements. However, retention stabilizes as the value of verified leads continues to be realized.
ICP3 (Fintech): Lower initial retention due to the complex nature of the fintech environment, but the curve stabilizes as the team fully integrates Apollo.io into their workflow.

reteintion desing curve for ICPS.png

Observations from the trend:

ICP1 (Marketing Agency): Retention starts high and gradually decreases. The curve shows a steady decline, but the rate of decrease begins to slow down slightly after the 6th month, suggesting that it might approach stabilization between the 9th and 12th months.
ICP2 (Venture Capital): Similar to ICP1, the retention curve shows a decline but begins to slow down after the 6th month. It suggests potential stabilization towards the end of the 12-month period.
ICP3 (Fintech): The retention rate drops more sharply, particularly between the 6th and 9th months. However, it begins to show signs of slowing down as it approaches the 12th month. The curve suggests that retention might stabilize just after the 12th month.

Churn

go back to your user insights and figure out the number one reason of churn by listing down all the factors

CP1: Marketing Agency (Dhananjay Menon)

Voluntary Churn Reasons

Perceived Lack of Value: The tool may not seem specialized enough for their industry, leading to dissatisfaction.
Better Alternatives: Competitors may offer more tailored solutions for marketing agencies.
Complexity in Use: If the tool is perceived as too complex or not intuitive, users may abandon it.
Limited Customization: Inability to customize the tool to meet specific needs could drive users away.

Involuntary Churn Reasons

Budget Constraints: As a growing company, budgetary reallocation might lead to cutting costs on software tools.
Payment Failures: Issues with payment processing or expired credit cards.
Integration Issues: Inability to integrate the tool smoothly with their existing systems like Slack and Gsuite.

Negative Actions to Monitor

Decreased login frequency or usage of key features like lead generation.
Reduction in the number of team members using the tool.
Lack of engagement with customer support or account management.
Increasing use of alternative tools for lead generation.

ICP2: Venture Capital (Jashank Pohani)

Voluntary Churn Reasons

Perceived Lack of ROI: If the tool does not generate high-quality, verified leads, they might not see a return on investment.
Tool Overlap: Redundancy with other tools like Teams and Asana could lead to discontinuation.
Specialized Needs Not Met: If the tool fails to cater specifically to the unique needs of VC firms, they may switch to a more niche solution.

Involuntary Churn Reasons

Budget Shifts: As a VC firm, funding allocations might shift, leading to budget cuts for non-essential tools.
Internal Organizational Changes: Leadership or strategy changes could deprioritize the use of the tool.
Payment Issues: Payment processing issues or changes in financial policies.

Negative Actions to Monitor

Reduced frequency of lead verification and usage of contact verification features.
Declining interaction with new features or updates.
Fewer leads being imported or exported from the tool.
A decline in the number of active users from the VC firm.

ICP3: Fintech (Deepak Menon)

Voluntary Churn Reasons

Scalability Concerns: If the tool fails to scale with the company’s expanding needs, especially in international markets, they might look for alternatives.
Inadequate API Integration: Difficulty in integrating Apollo.io with existing complex systems like HubSpot might lead to frustration.
Product Complexity: A steep learning curve or perceived inefficiencies in the tool’s processes.

Involuntary Churn Reasons

Corporate Restructuring: Changes in the company’s structure or strategic direction could deprioritize the tool.
Budgetary Constraints: Budget cuts in the tech stack, especially in non-core tools.
Compliance or Regulatory Issues: If the tool fails to meet certain regulatory standards required in fintech.

Negative Actions to Monitor

Decrease in the use of bulk lead generation or international outreach features.
Reduction in API calls or failure to set up new integrations.
Longer periods of inactivity or fewer users logging in.
Decline in team collaboration using the tool (e.g., fewer shared activities or projects).

Resurrection Campaign

These resurrection campaigns are designed to address specific pain points and re-engage users by offering targeted value, ensuring users not only return but also remain engaged long-term.

Resurrection Campaign	Hypothesis	Channel of Distribution	Persona/Type of User	Theme	Target feature	Pitch and Content	Goal of the campaign	Offer	Frequency and Timing	Success Metrics	Milestones for the campaign
	(what lead you to choosing this particular campaign and why do you think it will work?)	(Is is this a physical/digital campaign, how will the users come across this campaign)	(this section is extremely important for resurrection campaigns, who do you want to prioritize and why?)	(suggestion: connect the theme to the user calls)			(are you trying to convert casual users to power users?)	(what are you giving and what is the logic behind the same, what could be the possible budget for the same?)	(when will you launch the campaign, is it a one time thing/recurring)		(In case of products, where results will show after 9-12 months, what are the key milestone and what is the logic behind the same)
Campaign 1 - Feature Reintroduction for High-Value Users	The hypothesis is that high-value users who churned may not have fully utilized or understood key features of Apollo.io. Reintroducing these features with a focus on their specific needs may reignite their interest and re-engage them with the platform. Why it will work: High-value users have already invested time and resources into the platform, and highlighting features they missed or misunderstood could demonstrate the value they initially sought.	This campaign will be delivered via personalized email and in-app notifications. The users will also be targeted through retargeting ads on LinkedIn.	Focus on ICP2 (Venture Capital firms) and ICP3 (Fintech) users who have churned within the last 6 months. These users likely left due to unmet expectations around feature utilization or ROI. Prioritizing them ensures targeting users with high potential LTV (Lifetime Value).	Unlock the Full Power of Apollo.io	Advanced lead verification and bulk outreach capabilities.	Pitch: "We noticed you didn’t get to fully explore some of Apollo.io’s most powerful tools. Let us show you how to maximize your lead generation and outreach with features tailored just for you." Content: Personalized video tutorials, success stories from similar users, and a quick start guide to re-engage with the specific feature.	Convert previous users into active, engaged users by emphasizing the underutilized features that align with their business goals.	Provide a free 1-month premium access trial with dedicated support to assist with feature utilization. Budget for personalized content creation and ad targeting is estimated at INR 5L - INR 8L.	Launch as a one-time campaign during the last quarter, with a follow-up 30 days after initial contact.	Reactivation rate, feature usage metrics, and LTV increase	1 month: Measure open rates and reactivation rates. 3 months: Evaluate feature usage and user engagement. 6 months: Assess renewal rates and overall ROI.
Campaign 2 - Limited-Time Exclusive Offer for Budget-Conscious Users	Churned users from smaller companies (ICP1) may have left due to budget constraints. Offering a limited-time discount could entice them back by reducing perceived financial risk. Why it will work: Financial incentives paired with a clear ROI presentation can be very compelling for budget-sensitive users.	Email and social media ads on platforms like LinkedIn, targeting specific job titles. Retargeting ads on Facebook and Instagram.	Target ICP1 users (Marketing Agencies) who churned due to budget constraints. These are typically smaller companies that might reconsider if the cost-benefit ratio improves.	Get More for Less	Industry-specific lead generation filters and sequencing	Pitch: "For a limited time, reclaim Apollo.io at a special rate. Unlock high-quality leads without breaking the bank." Content: Discounted pricing plans, ROI calculators, and testimonials from similar businesses.	Re-engage cost-sensitive users by offering an appealing financial incentive.	A 20% discount for the first 6 months of subscription. Estimated budget: INR 3L - INR 5L for discounts and ad spend.	Run the campaign at the start of the financial quarter to align with budget planning cycles.	Re-subscription rate, discount usage, and post-discount renewal	1 month: Track initial sign-ups. 3 months: Measure engagement and usage rates. 6 months: Assess renewal and retention post-discount period.
Campaign 3 - Feature Usage Challenge for Technically Savvy Users	Technically adept users (ICP3) may churn due to underutilization of advanced features. A challenge-based approach could incentivize them to explore and use these features more deeply. Why it will work: Gamification can motivate technically skilled users to dive deeper into the product, uncovering value they hadn’t seen before.	In-app notifications, email, and a dedicated landing page. Supplement with LinkedIn ads.	Target ICP3 (Fintech) users who are technically skilled but left due to insufficient feature exploration	Master the Tools, Master the Market	API integration and automation tools	Pitch: "Think you’ve seen all Apollo.io has to offer? Join our Feature Mastery Challenge and unlock new levels of productivity." Content: Interactive tutorials, challenge milestones, and rewards for feature use	Increase feature engagement and turn casual users into power users through gamification.	Rewards such as extended trial periods, access to premium features, or even physical rewards like branded merchandise. Budget for rewards and gamification: INR 8L- INR 12L.	Run as a recurring monthly challenge with quarterly major events.	Feature usage metrics, challenge participation rates, and reactivation rates	1 month: Measure challenge participation. 3 months: Evaluate sustained feature usage. 6 months: Assess impact on renewal rates.
Campaign 4 - Personalized Support for Struggling Users	sers may have churned due to challenges in integrating or using Apollo.io effectively. Offering personalized support can address their specific pain points. Why it will work: Personalized attention can solve specific issues that led to churn, rebuilding trust and loyalty.	Email outreach with follow-up calls from customer success managers.	Focus on ICP1 and ICP2 users who churned due to integration or usability issues.	We’re Here to Help - Position the campaign as a proactive, empathetic outreach to solve their specific problems.	CRM and communication tool integrations	Pitch: "We noticed you faced some challenges with Apollo.io. Let us help you get back on track with personalized support." Content: A tailored action plan, direct access to a dedicated support agent, and step-by-step guides.	Resolve user issues and increase confidence in the platform, leading to reactivation.	Free personalized onboarding or integration support for a limited time. Estimated budget: INR 5L - INR 8L for additional support resources.	Launch during times of historically high churn, with follow-ups every 2 weeks until issues are resolved.	Number of issues resolved, reactivation rates, and user satisfaction scores.	1 month: Track resolution rates. 3 months: Measure reactivation and satisfaction scores. 6 months: Assess long-term engagement and retention.
Campaign 5 - Community-Driven Reengagement for Collaborative Users	Users who value collaboration might churn if they feel isolated or unsupported. Building a community around Apollo.io could provide the collaborative environment they seek. Why it will work: A sense of community and peer support can create stickiness and foster loyalty	Social media groups (LinkedIn, Slack), webinars, and community forums like Reddit. Tech Saas influencers on youtube with tutorials along with webinars	Target ICP1 and ICP2 users who value collaboration and community	Join the Apollo.io Community	Shared templates, best practices, and collaborative tools	Pitch: "Apollo.io isn’t just a tool; it’s a community. Join your peers in sharing insights, strategies, and success stories." Content: Invitations to exclusive webinars, access to a private LinkedIn group, and participation in collaborative challenges.	Build a strong user community to enhance loyalty and reduce churn by increasing user engagement.	Exclusive access to community resources, discounts on future events, and priority support. Estimated budget: INR 8L - INR 10L for community management and event hosting	Launch as a continuous campaign with monthly webinars and quarterly major events.	Community participation rates, user engagement, and reactivation rates.	1 month: Monitor initial participation and engagement. 3 months: Evaluate ongoing engagement and community growth. 6 months: Assess impact on retention and long-term user loyalty.