Elevator Pitch

MoEngage helps companies crack the code of customer engagement. Our AI-powered platform analyzes user behaviour, predicts churn, and delivers personalized experiences across 10+ digital touchpoints. We've helped 1200+ brands boost engagement and conversion by 30%.

The MoEngage Product

MoEngage is a customer engagement platform that helps brands interact with their users/customers across various channels in a personalized and data-driven manner. The core of MoEngage provides insights to companies(MoEngage's customer) about their customers' behaviour, preferences, and interactions with their app and website. By leveraging these insights, companies can create targeted and personalized communication strategies across multiple channels such as mobile push notifications, email, SMS, in-app messaging, web push, and more.

The product is designed to help companies improve customer retention, increase customer lifetime value, and drive business growth by delivering relevant and timely messages to their users.

Problem Being Solved: Businesses often struggle to deliver personalized, timely, and relevant messages that resonate with their customers due to data silos, lack of actionable insights, complexity in segmentation, and to deliver real-time communication. This leads businesses to have high churn(both user and revenue), broken onboarding communications, lower conversions, and difficulties to grow revenue.

Businesses/Brands have difficulty in engaging with their users/customers, Inability to quickly deploy campaigns or personalize campaign messaging and data integrations with disparate point solutions required substantial resources from tech teams to accomplish.

MoEngage solves this struggles for 1200+ companies and thousands of marketers, CRM Managers and growth managers around the world.

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Key Features of MoEngage:
1. Analytics and Insights: Businesses can track the performance of their campaigns, analyze user behaviour, and gain insights into what strategies are working. This data-driven approach helps in optimizing future campaigns. The platform uses machine learning algorithms to deliver personalized recommendations to users
2. Customer Segmentation: MoEngage allows businesses to segment their users based on various attributes, behaviours, and interactions. This enables more precise targeting and personalization of messages.
3. Omni-Channel Engagement: The platform supports engagement across multiple channels, ensuring that users receive consistent and contextual messages wherever they interact with the brand.
4. Personalization: MoEngage provides tools to personalize content and recommendations based on user data, improving the relevance of messages and driving higher engagement through A/B testing of campaigns.
5. User Journey Mapping and Automation: The platform allows companies to map out user journeys and design engagement strategies that guide users through these journeys, improving retention and conversion rates and allowing businesses to create automation for sending messages based on user actions on the mobile app or website.

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Core Value Proposition of MoEngage

Insights-led customer engagement platform that connects customer data, gives actionable insights to campaign managers and enables personlised crm campaigns to improve retention and monitization for companies/brand.

The platform enables brands to leverage channels of customer engagement and improve retention and business results.

The ease of use simplifies campaign creation for marketers to go live with campaign in a day instead of several weeks. After the campaigns go-live, reports can be analysed on the MoEngage dashboard to take actions.

Understanding the customer

The decision-makers are typically C-level executives like CMOs, VP Growth, VP Marketing, Head Of Ecommerce, Head of Digital, VP Product, CPO, Chief Digotal Officer, CEOs in mid-market companies or even founders in startups. They're the ones signing off on the investment.

Key Users of the platform are CRM Mangers, Retention Specialists, Campaign Managers, Customer Lifecycle Managers, Growth Marketer, and Customer Engagment Specialists. Influencers are often the hands-on folks like marketing managers, product managers, growth leads. and CRM Managers. They're the ones who'll be using MoEngage day-to-day and can really push for its adoption.

Blockers might be IT teams worried about integration complexities, or finance folks concerned about the budget. Security teams and sometimes existing martech stacks or competitors are blockers already entrenched in the company.

ICP MoEngage

​B2B Segment

​ ICP prioritization table

​

Understand Market

Competitor Analysis

Market Trends, Headwinds and Tailwinds

Key trends and factors affecting its growth:

1. Market Growth: The customer engagement platform market is experiencing rapid growth. This is driven by the increasing importance of personalized customer experiences and the ongoing digital transformation across various industries.
2. Digital-First Approach: There's a significant shift towards digital-first strategies across businesses. This trend is a major tailwind for platforms like MoEngage, as more companies seek sophisticated tools to manage their digital customer interactions.
3. Omnichannel Engagement: Customers now expect seamless experiences across multiple touchpoints. This trend favors platforms that can manage engagement across various channels, which is one of MoEngage's strengths.
4. AI and Machine Learning: The integration of AI and ML in customer engagement is a growing trend. MoEngage's AI-powered features for behavior analysis and personalization align well with this trend.
5. Privacy Concerns: Increasing focus on data privacy (e.g., GDPR, CCPA) is shaping how companies collect and use customer data. This could be both a challenge and an opportunity for engagement platforms to provide compliant solutions.
6. Mobile-First Engagement: With the continued growth of mobile usage, there's an increased emphasis on mobile-specific engagement strategies, which aligns with MoEngage's capabilities.

​

Tailwinds:

• Digital acceleration due to the COVID-19 pandemic
• Increasing focus on customer experience as a competitive differentiator
• Growing emphasis on data-driven decision making
• Rising demand for personalization at scale

Headwinds:

• Stricter data privacy regulations(recently AU laws of EU) could limit data collection and usage
• Market saturation with many players offering similar features
• Economic uncertainty potentially leading to reduced marketing spend
• Integration challenges with existing tech stacks in larger organizations

Overall, the market for customer engagement platforms like MoEngage appears to have strong growth potential, driven by digital transformation trends and the increasing focus on customer experience. However, companies in this space will need to navigate challenges related to data privacy, market competition, and economic uncertainties.

Market Sizing

Assumptions:

1. focus on the global market for customer engagement platforms.
2. consider companies with 50+ employees as potential customers.
3. use a blended ARPU across different customer segments.

TAM Calculation:

• Total number of potential customers: According to various sources, there are approximately 1.5 million companies worldwide with 50+ employees.
• Average Revenue Per User (ARPU): Let's assume an average of $50,000 per year based on typical pricing for enterprise SaaS platforms.

TAM = 1,500,000 x $50,000 = $75 billion

SAM Calculation:

• Target Market Segment: Let's consider that about 20% of these companies are in industries that are likely to need advanced customer engagement platforms (e-commerce, tech, fintech, digital-first retail, etc.)

SAM = $75 billion x 20% = $15 billion

SOM Calculation:

• Market Penetration/Share: MoEngage mentions having 1200+ customers. Given the competitive nature of the market and the presence of established players, let's estimate MoEngage's potential market share at 2% over the next 3-5 years.

SOM = $15 billion x 3% = $450 million

Summary:

• TAM (Total Addressable Market): $75 billion
• SAM (Serviceable Addressable Market): $15 billion
• SOM (Serviceable Obtainable Market): $450 million

These figures suggest significant growth potential for MoEngage, as their current customer base of 1200+ likely represents less than $100 million in annual recurring revenue, assuming the $50,000 ARPU.

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Designing Acquisition Channel

Mature Scaling

​

• Organic: High effort due to the time and resources needed for SEO, content creation, and community building.
• Paid Ads: High cost and budget due to competitive ad spaces in B2B SaaS.
• Partner Program: High effort to establish and maintain partnerships, but can scale well.
• Product Integration: High effort initially, but can scale well once established.
• Content Loops: High effort for content creation, but low cost and budget once established.
• Founders Brand: Quick to leverage but limited in scale.

Detailing your Acquisition Channel

Organic Channel

MoEngage Organic Channel Strategy Analysis

Step 1: Keyword Research

I've conducted keyword research across various platforms. Here are the key findings:

Google:

- High-volume keywords: "customer engagement platform", "marketing automation", "personalization software", "email marketing tool", "mobile marketing retention software"

- Long-tail keywords: "how to improve customer retention", "best practices for push notifications"

LinkedIn: "Customer Engagement Strategy", "Digital Marketing Automation" "CRM",

YouTube: Popular video topics: "Customer Engagement Tips", "Marketing Automation Tutorial", "User Growth", "Email Marketing 101"

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Quora:- Frequent questions: "What's the best customer engagement platform?", "How to increase app user retention?" - not very relevant

Step 2: Insights from Research

1. MoEngage is competing with established players like Braze, Klavioto and Salesforce in Western Markets and Clevertap, OneSignal, pooshwooshm and Webengage in APAC. So regional nuances apply.

2. There's a high interest in practical tips and best practices for customer engagement and ways to improve retention and personalization.

3. Video content on marketing automation and customer engagement is popular.

4. There's a knowledge gap in understanding how to effectively use customer engagement platforms.

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Existing Strategy Analysis

Successes:

1. Strong blog content focusing on industry trends and best practices.

2. Regular webinars featuring industry experts.

3. Comprehensive guides and whitepapers on customer engagement.

4. Active presence on LinkedIn with thought leadership content.

Areas for Improvement:

1. Limited visibility on YouTube compared to competitors.

2. Lack of user-generated content showcasing success stories.

3. Limited optimization for long-tail keywords related to specific use cases.

Suggestions and New Strategies

1. Video Content Strategy:

• Create a YouTube channel with tutorial videos on using MoEngage.
• Develop a video series on customer engagement best practices. Increase executives' presence on platforms like LinkedIn and Medium.
• Collaborate with influencers in the marketing technology space for interviews.

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2. LinkedIn Engagement:

• Identify and answer relevant questions about customer engagement and marketing automation.
• Have key team members contribute regularly. Increase executives' presence on platforms like LinkedIn.
• Implement a customer story program, showcasing success stories across various industries.

3. Long-Tail Keyword Optimization: Develop content clusters around specific use cases and Create industry-specific landing pages optimized for long-tail keywords.(e.g., "improving push notification open rates").

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4. SEO-Driven Product Integration and Local SEO:

• Create integration-specific landing pages optimized for "MoEngage + [Integration Partner]" keywords.
• Develop co-marketing content with integration partners to leverage their audience.
• Create region-specific content hubs addressing local market needs and regulations (e.g., GDPR in Europe, AI policies in Europe).
• Optimize for local search terms in North America and Latin America.

By implementing these strategies, MoEngage can improve its organic reach, establish stronger authority in the customer engagement space, and create multiple touchpoints for potential customers throughout their buyer's journey.

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Content Loop

MoEngage Content Loop Strategy​

Step 1: Nail down your content creator, content distributor, and channel of distribution

• Content Creator: MoEngage's in-house content team, including marketing specialists, industry leaders and subject matter experts
• Content Distributor: MoEngage's marketing team, employee advocates and industry experts

- Channels of Distribution:

- Primary: MoEngage blog, MoEngage employees, and thought leaders

- Secondary: LinkedIn, and Email Newsletter

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Step 2: Type of loop to build out

For MoEngage, we'll focus on an "Educational Content Loop." This type of loop aims to provide valuable insights and knowledge to potential customers, establishing MoEngage as a thought leader in the customer engagement space.

Step 3: Create a simple flow diagram to represent the content loop

```

graph TD

A[Create Educational Blog Post] --> B[Publish on MoEngage Blog]

B --> C[Share on LinkedIn & Twitter]

B --> D[Include in Email Newsletter]

C --> E[Encourage Employee Sharing]

D --> E

E --> F[Drive Traffic Back to Blog]

F --> G[Capture Leads with Content Upgrade]

G --> H[Nurture Leads with More Content]

H --> I[Convert Leads to Customers]

I --> J[Encourage Customer Success Stories]

J --> A

```

Explanation of the Content Loop:

1. Create Educational E-Book: MoEngage's content team creates high-quality, educational content on customer engagement topics.

2. Publish on MoEngage Blog: The post is published on the company blog, optimized for SEO.

3. Share on Social Media: The content is shared on LinkedIn and Twitter to reach a wider audience.

4. Include in Email Newsletter: The post is featured in MoEngage's email newsletter to subscribers.

5. Encourage Employee Sharing: MoEngage employees are encouraged to share the content on their personal professional networks.

6. Drive Traffic Back to Blog: All distribution channels aim to drive traffic back to the MoEngage blog.

7. Capture Leads with Content Upgrade: Offer additional, gated content (e.g., an ebook or webinar) related to the blog post to capture leads.

8. Nurture Leads with More Content: Continue to provide valuable content to nurture the leads through the sales funnel.

9. Convert Leads to Customers: As leads become more educated and engaged, work to convert them into MoEngage customers.

10. Encourage Customer Success Stories: Successful customers are encouraged to share their stories, which can be turned into new content, completing the loop.

This content loop leverages MoEngage's expertise to attract and educate potential customers, nurture them through the sales funnel, and use customer success to attract new prospects.

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Paid Ads

Step 1: Define the CAC:LTV ratio

While I cannot express the exact figures for MoEngage, I shall give reasonable hypothetical insights:

• Customer Acquisition Cost (CAC): $15,000
• Lifetime Value (LTV): $150,000
• CAC:LTV ratio = 1:10

This ratio is considered healthy in the B2B SaaS industry (where a ratio of 1:3 or better is often seen as good). Therefore, I shall proceed with paid ads, especially on LinkedIn and Google Search

Step 2: Digital Channels

For MoEngage, we'll focus on the following digital channels:

1. LinkedIn Ads (primary focus)
2. Google Ads (Search and Display Network)
3. Retargeting ads (across various platforms)

Step 3: Audience Selection & Creative Strategy

Based on the ideal customer profile (ICP) for MoEngage, we'll target:

Audience:

• Job titles: CMO, CRM Managers, Head of Marketing, Head of Growth, Digital Marketing Manager
• Company size: 500+ employees for enterprises, 50-500 for startups, Vertical Selected Enterprise
• Industries: Tech, E-commerce, FinTech, SaaS
• Interests: Marketing automation, customer engagement, CRM

Creative Strategy:

1. Problem-focused ads: Highlight common customer engagement challenges(Inability to quickly deploy campaigns or personalize campaign messaging, churn)
2. Solution-oriented ads: Showcase MoEngage's key features and benefits
3. Social proof ads: Feature case studies and success stories
4. Thought leadership ads: Promote whitepapers, webinars, and industry reports

Step 4: Ad Campaign Design

Campaign Structure:

1. Awareness Campaign
2. • Objective: Brand awareness and reach
   • Ad types: Video ads, carousel ads showcasing features
3. Consideration Campaign
4. • Objective: Website visits and content downloads
   • Ad types: Lead gen forms, whitepaper promotions
5. Conversion Campaign
6. • Objective: Demo requests and free trials
   • Ad types: Dynamic ads, remarketing ads

Ad Copy Themes:

• "Boost Customer Retention by 30% with AI-Powered Engagement"
• "Personalize Customer Journeys Across 10+ Channels"
• "Join 1200+ Brands Driving Growth with MoEngage"

Call-to-Actions:

• "Get a Free Demo"
• "Download Whitepaper"
• "Start Free Trial"

Step 5: Ad Budget

Assuming a monthly budget based on the CAC and typical B2B SaaS advertising practices:

Total Monthly Budget: $50,000

Budget Allocation:

1. LinkedIn Ads: $25,000 (50%)
2. • Awareness: $7,500
   • Consideration: $10,000
   • Conversion: $7,500
3. Google Ads: $15,000 (30%)
4. • Search: $10,000
   • Display: $5,000
5. Retargeting: $5,000 (10%)
6. Industry-specific programmatic: $5,000 (10%)

Performance Goals:

• Cost per Lead (CPL): $300
• Cost per Demo Request: $800
• Target number of qualified leads: 100 per month
• Target number of demo requests: 50 per month

​

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Product Integration

For MoEngage, organic intent begins when potential customers:

1. Seek to improve their customer engagement and retention
2. Look for ways to personalize user communication across multiple channels
3. Search for tools to automate and optimize their marketing efforts
4. Aim to increase user retention and lifetime value

These intentions often lead users to search for integration possibilities with their existing tech stack, which is where product integrations become crucial.

Step 1: Understand where your product fits in

MoEngage fits into the customer engagement and marketing automation ecosystem. It can integrate with:

1. Customer Data Platforms (CDPs)
2. Content Management Systems (CMS)
3. E-commerce platforms
4. Analytics tools
5. CRM systems
6. Ad platforms
7. Mobile app development frameworks

Step 2: Draw a possible flow of how the product will look inside the integration

I would like to showxase an integration between MoEngage and e-commerce platform like Shopify:

    A[Shopify E-commerce Store] --> B[Customer makes a purchase]
    B --> C[Purchase data sent to MoEngage]
    C --> D[MoEngage analyzes customer behavior]
    D --> E[MoEngage creates personalized segment]
    E --> F[Automated campaign triggered]
    F --> G[Personalized email sent via MoEngage]
    G --> H[Customer receives follow-up offer]
    H --> I[Customer returns to Shopify store]
    I --> J[Purchase cycle repeats]

Step 3: Create a plan of multiple integrations

1. E-commerce Platforms
2. • Shopify: For personalized post-purchase campaigns
   • Magento: For abandoned cart recovery and product recommendations
   • WooCommerce: For customer segmentation based on purchase history
3. Customer Data Platforms
4. • Segment: To unify customer data across touchpoints
   • mParticle: For real-time data synchronization
5. CRM Systems
6. • Salesforce: To align marketing, customer support and sales efforts
   • HubSpot: For lead scoring and nurturing
7. Analytics Tools
8. • Google Analytics: For deeper insights into user behavior
   • Mixpanel: For advanced user journey tracking
9. Ad Platforms
10. • Facebook Ads: For retargeting campaigns
    • Google Ads: For customer match and similar audience targeting
11. Mobile App Frameworks
12. • React Native: For seamless integration with React Native apps
    • Flutter: To support engagement features in Flutter-built apps
13. Content Management Systems
14. • WordPress: For website personalization
    • Contentful: For dynamic content delivery

Integration Plan:

1. Prioritize integrations based on customer demand and market potential
2. Develop robust APIs and SDKs for each integration
3. Create detailed documentation for developers
4. Build showcase pages for each integration on the MoEngage website
5. Develop co-marketing strategies with integration partners
6. Create video tutorials and webinars demonstrating integration benefits
7. Offer integration support and professional services

Key Benefits of Integrations:

1. Expanded market reach through partner ecosystems
2. Enhanced product stickiness
3. Improved user experience through seamless data flow
4. Increased value proposition for potential customers
5. New upsell opportunities for existing customers

Implementation Strategy: A quarterly breakdown for implementation is provided, starting with the most requested integrations and expanding to more niche, industry-specific ones over time.

By focusing on strategic integrations, MoEngage can tap into new customer bases, enhance its value proposition, and create a more robust ecosystem around its core product.

​

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MoEngage Partner Program Strategy

Step 1: Program Tiers:

1.. Gold Partner

2. Platinum Partner

Partner Types:

1. Solution Partners: Agencies and consultancies that implement MoEngage for their clients

2. Technology Partners: Companies that integrate their products with MoEngage

3. Reseller Partners: Companies that sell MoEngage to their customer base

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Benefits for Partners:

- Revenue share on referred deals (increasing with tier level)

- Co-marketing opportunities

- Training and certification programs

- Dedicated partner manager (Gold and Platinum tiers)

- Early access to new features (Gold and Platinum tiers)

- Joint case study development

- Partner directory listing on MoEngage website

Requirements for Partners:​

- Annual revenue targets (increasing with tier level)

- Certified team members (number increases with tier level)

- Regular joint business planning sessions

- Participation in MoEngage events and sponsorship

- Customer success stories

Partner Portal Features:

- Deal registration

- Training and certification modules

- Marketing materials and co-brandable assets

- Partner directory profile management

- Performance tracking dashboard

Step 2: Raw frames to communicate the partner program

```

[Partner Program Landing Page]

+----------------------------------+

| MoEngage Partner Program |

+----------------------------------+

| [Become a Partner]

|

| - Solution Partners

| - Technology Partners

| - Reseller Partners

+----------------------------------+

| [Success Stories]

| [Partner Benefits]

| [Requirements]

+----------------------------------+

[Partner Dashboard]

+----------------------------------+

| Tier: [Gold Partner] |

| YTD Revenue: $XXX,XXX |

+----------------------------------+

| [Register Deal] [Certifications] |

| [Marketing Assets] [Support] |

+----------------------------------+

| Recent Activity |

| - Deal closed: Client A |

| - New lead: Prospect B |

| -Cross-beam connect: for all leads |

+----------------------------------+

[Deal Registration Form]

+----------------------------------+

| Register New Deal |

+----------------------------------+

| Client Name: [____________] |

| Est. Deal Size: [____________] |

| Expected Close Date: [________] |

| Solution Details: [____________] |

| |

| [Submit Deal] |

+----------------------------------+

[Partner Directory Listing]

+----------------------------------+

| Partner: Digital Growth Experts |

+----------------------------------+

| Tier: Gold Partner |

| Specialties: |

| - E-commerce |

| - FinTech

|- Mobile Apps

[Contact Partner]

[View Case Studies]

+----------------------------------+

```

This partner program is designed to create a mutually beneficial ecosystem where partners can grow their business by offering MoEngage's customer engagement platform, while MoEngage expands its market reach and customer base.

The raw frames provide a basic visualization of how the partner program might look from both the public-facing side (Partner Program Landing Page) and the partner's perspective (Partner Dashboard, Deal Registration Form). The Partner Directory Listing shows how MoEngage can showcase its partners to potential customers, adding value to the partnership.

This structure allows for scalability, clear progression for partners, and mutual growth opportunities for both MoEngage and its partners.

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Conclusion

I have broken down MoEngage's product offering, target market, competitive landscape, organic and paid aquisition strategy, ICP (Digital Natives, Digital Migrators, and Startups), and partner strategies.

MoEngage go-to-market strategy includes a mix of organic content marketing, paid advertising (primarily on LinkedIn and Google), product integrations, and a partner program.

The company operates in a competitive market with players like Braze, CleverTap, Klaviyo, and Salesforce Marketing Cloud. MoEngage's strategy focuses on leveraging its strengths in AI-powered engagement, personalization, and multi-channel capabilities to differentiate itself.

The document outlines specific strategies for various acquisition channels, including improving their organic presence, optimizing paid ad campaigns, and developing a robust partner and integration ecosystem.

Overall, MoEngage appears to be positioning itself as a comprehensive customer engagement solution for businesses at various stages of digital maturity, with a particular focus on mobile-first and omnichannel engagement strategies.

​