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.

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.

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.

Natura

Customer Segmentation

ICP MoEngage

​B2B Segment

​ ICP prioritization table

​

​Geographic Region- North America - Europe - Asia-Pacific - Latin America - Middle East & Africa

Stage in Customer Lifecycle- New (0-3 months) - Growing (3-12 months) - Mature (1-3 years) - Long-term (3+ years)

​

Defining MoEngage Core EnR Metrics and Engagement Framework

User Activation​

For MoEngage, a user is considered activated when they have completed these key actions:

1. Successfully integrated MoEngage SDK into their app or website

2. Set up at least one user attribute for segmentation

3. Created and sent their first omnichannel campaign (e.g., combining email, push notification, and in-app message)

4. Viewed the campaign performance report

Rationale: These actions ensure the user has properly set up MoEngage, understood its core functionality, and started to derive value from its omnichannel capabilities.

Active User Classification

An active user on MoEngage is defined as a user who has performed at least two of the following actions within the last 14 days:

1. Created or modified a dynamic customer segment

2. Launched a multi-channel campaign

3. Analyzed campaign results using advanced analytics features

4. Updated or created a new customer journey workflow

5. Used AI-powered features like predictive segments or send-time optimization

Rationale: This definition focuses on MoEngage's key differentiators - omnichannel capabilities, dynamic segmentation, and AI-powered features. The 14-day window reflects the typical campaign cycle for many marketers.

Core EnR Metric

The core EnR metric for MoEngage is **Weekly Active Campaigns per Account**.

Formula: Number of active campaigns / Total number of accounts

Rationale:

1. Directly reflects the core value proposition of MoEngage - enabling frequent, targeted customer engagement

2. Indicates ongoing value derived from the platform

3. Correlates strongly with customer retention and potential for account expansion

4. Provides insight into both breadth (number of accounts) and depth (activity level) of platform usage

​

Engagement Framework

Rationale for the Engagement Framework:

1. Breadth: Focuses on MoEngage's core strength in omnichannel marketing and advanced segmentation. It helps identify opportunities for expanding feature adoption across different teams within an organization.
2. Depth: Emphasizes the sophisticated use of MoEngage's unique features, particularly around segmentation, AI-powered optimization, and custom event tracking. This helps in understanding how deeply clients are leveraging MoEngage's advanced capabilities.
3. Frequency: Tracks how often clients are creating and optimizing campaigns, which is at the heart of MoEngage's value proposition. Higher frequency indicates that MoEngage has become an integral part of the client's marketing operations.

This framework allows MoEngage to:

• Identify accounts that may need additional support or are at risk of churn
• Recognize upsell opportunities for additional channels or advanced features
• Guide product development to enhance the most valued and frequently used features
• Tailor customer success strategies based on usage patterns
• Set meaningful benchmarks for customer engagement across different types of accounts

Engagement Campaign

Please scroll right 😀

​

Retention Design

Explanation an insights for the above created table:

1. Initial Adoption (Month 0 to Month 1):
2. • There's a small drop from 100% to 95% in the first month.
   • Insight: This is because usually the PoC takes more than 1 month or the integration efforts take more than 1 month or the contract is for 1+ years.
3. Value Realization (Month 1 to Month 6):
4. • Retention gradually decreases from 95% to 88% over these five months.
   • Insight: This period is crucial for clients to integrate MoEngage deeply into their marketing strategies. The high retention suggests that most clients are successfully doing so.
5. Contract Midpoint (Month 6 to Month 12):
6. • Retention continues to slowly decline, moving from 88% to 82%.
   • Insight: This represents the midpoint of the typical 2-year contract. The high retention rate indicates that clients are seeing significant value and ROI from MoEngage. The renewal and upsell opportunity comes at the 12 month period.
7. Long-term Retention (Month 12 to Month 24):
8. • Retention stabilizes further, declining only from 82% to 75% over the entire second year. The role of customer success manager and product innovation is paramount.
   • Insight: This excellent long-term retention rate suggests that MoEngage has become an integral part of clients' marketing tech stacks.
9. Overall Curve Shape:
10. • The curve shows a very gradual decline, which is exceptional for a B2B SaaS product.
    • Insight: This indicates high customer satisfaction, strong product-market fit, and effective customer success efforts.
11. Inflection Points:
12. • The curve is relatively smooth, without major inflection points, suggesting consistent value delivery throughout the contract period.
13. End-of-Contract Retention:
14. • The 75% retention at the 24-month mark likely represents the renewal rate for MoEngage.
    • Insight: This is an excellent renewal rate, well above industry averages for B2B SaaS.

​

Churn

Top 3 Reasons for Churn

1. Pricing & Competitor pressure.

2. Integration Challenges

3. For Startups: Lack of Funding or Business Closure

​

Analysis

1. Pricing (Voluntary reason)

- Primary reason for churn across various customer segments. Hard to prove ROI in a short period of time. Particularly impactful for small to medium-sized businesses and startups

- May become an issue during contract renewal negotiations, especially if perceived value doesn't match the cost. ROI should impact profits, not just vanity metrics.

​

2. Integration Challenges

- Second most significant factor contributing to churn

- Difficulties in integrating MoEngage with existing tech stacks

- Challenges in implementing custom event tracking or syncing data across platforms

3. For Startups: Lack of Funding or Business Closure (involuntary churn)

- Specific to startup clients - Often outside of MoEngage's control

- Can lead to sudden and unavoidable churn or often not paying the invoices.

​

Recommendations

1. Address Pricing Concerns:

- Introduce more flexible pricing tiers or usage-based models

- Offer temporary volume-based pricing for startups or businesses facing financial constraints

- Enhance value proposition to justify pricing. Customer Success Managers should continuously present case studies, business case ROI with the customer. Build internal champions.

​

2. Improve Integration Process:

- Strengthen integration documentation and support

- Develop more pre-built integrations with popular tools

- Offer dedicated integration specialists for complex setups

3. For Startup Clients:

- Implement an early warning system to identify at-risk accounts

- Offer special terms or paused contracts for startups facing funding issues

​

Resurrection Campaign

I have designed strategic resurrection campaigns to address our key churn factors and bring valuable customers back to our platform.

Scroll right

Campaign Name
Target Audience
Key Offering
Expected Outcome
Scale-Up Success Program
SMBs who churned due to pricing
Usage-based pricing model with no upfront costs
20% resurrection of churned SMB accounts within 6 months
Seamless Integration Showcase
Users who churned due to integration challenges
Enhanced integration tools with hands-on support
15% recapture of integration-challenged accounts in 3 months
Startup Relaunch Accelerator
Startups who churned due to funding issues or closure
6-month discounted program with scalable features
10% reactivation of churned startup accounts within 12 months

​

Campaign Details

Scale-Up Success Program

Element
Description
Hypothesis
Flexible, value-focused pricing will entice SMBs to return
Distribution Channels
Email, LinkedIn outreach, retargeting ads
Key Features
Full platform access, usage-based pricing
Offer
3-month trial, pay for usage, dedicated success manager
Success Metrics
Resurrected accounts, revenue per account, feature adoption

Seamless Integration Showcase

Element
Description
Hypothesis
Demonstrating easier integration will bring back churned users
Distribution Channels
Webinar series, email campaign, tech blog posts
Key Features
Enhanced integration tools, pre-built connectors
Offer
Free integration audit, 50% off for 3 months, 60 days of specialist support
Success Metrics
Webinar attendance,  reactivation rate

​

I hope you enjoyed reading this as much as I loved writing it.

​

​

​

​