Let's Begin Onboarding Teardown of an Enterprise B2B Company!

Stage of business: Mature Scaling

Note: All of the above insights are after speaking to 100+ potential customers in the past 32 months working at MoEngage.

The ideal customer profile (ICP)

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 Engagement Specialists. Influencers are often the hands-on folks like marketing managers, product managers, and 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.

Details on people buying the software and their metrics, motivation, goals, challenges and more.

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Define user goals and JTBD

Key insights developed on the on decision-making of the user in the context of their pain points.

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JTBD on the MoEngage platform for the different ICPs and users of the platform.

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For CRM Managers, Retention Specialists, and Campaign Managers:

1. When user engagement is declining, I want to create personalized, multi-channel campaigns, so I can improve retention rates and increase customer lifetime value.

2. When launching a new product feature, I want to segment users based on their behavior and preferences, so I can deliver targeted announcements that drive adoption.

3. When analyzing campaign performance, I want to access real-time analytics and insights, so I can quickly optimize our engagement strategies for better results.

4. When users are at risk of churning, I want to trigger automated re-engagement campaigns, so I can proactively retain valuable customers.

5. When planning our marketing calendar, I want to design and schedule omni-channel campaigns in advance, so I can ensure consistent messaging across all touchpoints.

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For CMOs and Heads of Marketing (Digital Natives):

1. When scaling our user base rapidly, I want to implement an AI-driven engagement platform, so I can maintain personalized communications despite the growing volume of users.

2. When competing in a crowded market, I want to leverage advanced customer insights, so I can differentiate our brand through superior customer experiences.

3. When optimizing our marketing budget, I want to identify the most effective engagement channels for each user segment, so I can allocate resources more efficiently.

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For CDOs and CIOs (Digital Migrators):

1. When undergoing digital transformation, I want to consolidate our customer data and engagement tools, so I can create a unified view of the customer across all touchpoints.

2. When modernizing our marketing stack, I want to implement a platform that integrates with our existing systems Martech & tech, so I can minimize disruption while enhancing our capabilities.

3. When addressing changing customer expectations, I want to adopt data personalization tools, so I can deliver relevant experiences at scale.

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For Founders and Marketing Leads (Startups):

1. When establishing product-market fit, I want to gather and analyze user behavior data, so I can refine our offering based on actual usage patterns.

2. When operating with limited resources, I want to automate our customer engagement processes, so I can maximize efficiency and focus on core product development.

3. When preparing for the next funding round, I want to demonstrate improved user engagement and retention metrics, so I can validate our growth potential to investors.

For Growth Marketers (Across all ICPs):

1. When targeting expansion into new markets, I want to create localized engagement strategies, so I can effectively attract and retain users in different regions.

2. When optimizing our user onboarding process, I want to create dynamic, behavior-based journeys, so I can improve activation rates and early-stage retention.

3. When running A/B tests on messaging and features, I want to quickly segment users and analyze results, so I can iterate and improve our product more rapidly.

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Channels used by MoEngage to acquire leads

1. Google Paid Ads and LinkedIn Paid Ads
2. Emails Outreach
3. Offline Events & Workshops and online webinar
4. Referral
5. Content and Organic

The above is the top of the funnel.

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ICP's defined above usually come to the landing pages like these.

I'll break down key elements and how they align with user goals, cognitive biases, and potential "aha moments":

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Clear Value Proposition: The main headline "Turn Experiences into Real Results" immediately communicates the core value proposition. This addresses the user's primary goal of improving customer engagement and driving business results.

Aha moment: Users realize they can transform customer interactions into tangible outcomes.

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Social Proof: The page showcases logos of well-known brands using MoEngage (Airtel, Flipkart, etc.)

Upcoming Masterclass: Promoting an exclusive masterclass creates a sense of scarcity and FOMO (Fear of Missing Out), encouraging immediate action.

Aha moment: Users see an opportunity to learn from industry experts.

AI-Powered Capabilities: Highlighting "AI-Powered Campaign Optimization" taps into the authority bias (trusting expert systems) and appeals to users looking for cutting-edge solutions.

Aha moment: Users realize they can leverage AI to improve their marketing efforts.

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displays recognitions from analyst firms like Forrester and Gartner. This leverages social proof bias, building trust and credibility.

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• Simple Call-to-Action: The "Request Demo" CTA is clear and low-commitment, reducing friction for users who are still in the consideration phase.
• Benefits-Focused Copy: The "MoEngage Lets You..." section focuses on outcomes rather than features, aligning with user goals like improving customer engagement and reducing churn.

Aha moment: Users connect platform capabilities to their specific business objectives and sales experts.

Visual Design: The clean, professional design with a dark blue color scheme conveys trust and sophistication, appealing to enterprise users.

Minimal Form Fields: The demo request form asks for essential information only, reducing friction and increasing the likelihood of form completion.

These elements work together to create a compelling case for MoEngage, addressing key user goals around improving customer engagement, leveraging data and AI, and driving business results. The page effectively uses cognitive biases like social proof and scarcity to encourage action, while providing multiple "aha moments" that help users envision how the platform could benefit their business.

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Email Outreach & Mid Funnel Framewoks.

Let me break down what happens between user filling the form and signing the contract (aka closing the deal) 😁

Here’s how AE’s can change the mid-funnel win rates using these emails.

1/ The Discovery Preview: A prospect’s interest in giving you their time for a discovery call has likely decreased — not increased — since confirming your meeting time. Build up their interest again:

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Subject: MoEngage <> <Prospect name >, Our Call

Hi < Prospect name >,​

I am excited for our call later this week.​

After the call, I want both have your clear point of view on how we can help your customer engagement and revenue growth.​

One thing I’ll share to that end is how < a non-obvious insight: we know X, while most think Y >, Or <a similar case study>. ​

I value the time for this call. Anything specific you want to make sure we cover? If not, speak to you soon. 

2/ Post Discovery   Use your buyer’s words to play back key points from a call, ensure they feel heard, and showcase their logic for why they should move forward with another call. Include:

[1] A clear problem statement. 

[2] How they want to approach the problem.

[3] What needs to be true of a solution for it to fit.

[4] Next steps, referencing a colleague who’s impacted.
Here’s how it reads:​

Subject: Recap, < Their Company > & < MoEngage >​

< Prospect name >, thanks for such an open, thoughtful conversation. ​

You shared that despite trying < failed solution >, your team still can’t < desired outcome >. ​

That's because of < problem >, which is costing < cost of problem >, and it's getting worse.​

You also felt the most effective way to go about solving this is < logical approach >.​

But for this to work in your case, you need to ensure < key questions for demo >.

I have looped in < AE name> about what we discussed in the call. He/She will be taking on from here going forward and for everything technical, I have looped in <SE name> too. ​

Do you want me to invite any more of your colleagues for instance <colleagues>  on < demo date>

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3/ Pre-Demo for value analysis 

Subject: Pre-demo briefing, < Their Company > & < MoEngage >​

< Prospect name > , We are excited about our call tomorrow. You mentioned the following use cases are important for you in the demo: (1. < use case> and 2. < use case>). Did I miss anything?​

I’d believe that you are interested in how MoEngage stiches data for a single customer view, and the platform uniqueness in analytics, segmentation, AI, and reporting. ​

As it’s impossible to cover the entire platform in one demo, I have prepared a Pre-Demo briefing <hyperlink> on what will we cover during the call. ​

Would you have time for a quick sync before our demo?

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​4/ Post-Demo Follow-Up. The typical post-demo email is a stack of links, padded with pleasant comments. “Link-stacking" puts the work back on the buyer, and it’s too product centric. 

Switch it up by using your buyer’s words to fill in this framework:

[1] Contrast current vs. future process.

[2] Recap the logical approach they’re sold on.

[3] Create dramatic tension. If we do this… good. If not… bad.

[4] Share how your product delivers on the good outcome.

[5] Add a CTA based on how the email needs to “travel.”
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Here’s how it reads:​

Subject: Recap, < Their Company > &  MoEngage
< Prospects >, appreciated your time and transparent call earlier. The slides  that we walked through together are here <instert trackable link>. I’d like to put emphasis on the part covering CS and Onboarding, Analytics and Segmentation. That set’s MoEngage unique. 

As you transition from your current stack to MoEngage, your team will be enabled to < approach — e.g. Faster analytics, go-live with campaigns, experiment , show value>.​

Ideally, this leads to < good outcomes — eg: dropping campaign-flow iteration times from 30 to 7 days>.  ​

Here are the documents you had requested: 

Partners integration < specific link to documentation >.

<Specific links>​

Guessing your Prod-engineering team would be interested in knowing more about the technical architecture <instert link>. ​

Since < colleague > owns < project, e.g. marketing site >, think we could get her input?

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5/ Pricing Question and Timeline ​

Subject: Pricing Question and Timeline Validation
< Prospects >, Did you already have the chance to check out the collateral we shared? ​

As you asked for indicative pricing,  I am happy to provide you the same. I'd just need the following KPIs confirmed from your end:

• Monthly active users (web / app / brand split would be helpful)
• Monthly email volume (Marketing / Transactional split)
• Would you be interested in Web personalization capabilities <insert link> and MoEngage Inform <insert link>

If you are looking to make the migration/integration before < timing >, then that would mean ideally validating MoEnage capabilities by <month>, signing by < month > and onboarding & integration beginning by < month >. 

MoEngage CS Team is highest rated for its hands-on integration support and here’s < case study> how a customer migrated in 3 weeks.​

 Looking forward to your feedback on the above numbers for pricing discussion!

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6/ The “Forwardable” Follow-Up & Exec Alignment​

Most reps send emails to their champions, when they should send them through their champions. Forwardables package your message so it's easy to forward, and loop in key contacts.

The 5 steps in this framework are:

[1] Open up with a company-wide initiative.

[2] Reference a trigger phrase that’s familiar.

[3] Stir up emotion using visual language.

[4] Create tension through a challenge.

[5] Match your ask to the decider’s job.

​Here’s how it reads:

Subject: Exec Alignment, <MoEngage> and <company name>
< Prospect >, thanks for sharing the numbers. I have been working internally to get you the best pricing. Infact our management wants to have an Exec Alignment as we partner together to work on this big initiative. ​

The goal is to showcase the strong roadmap of MoEngage aligns with the vision on <company name> and how their measure outcomes will be achieved prioritising this integration smoothly. With the discussion so far, I have prepared a 1-pager business case that you can present to your management. Here’s the document. ​

Trust me < company name > would get the best pricing after the alignment. After the integration, your promotion is certain just like how the CPO of Soundcloud praised their Senior CRM Manager after they migrated from Braze (or their existing tool) to MoEngage < https://lnkd.in/eJpaAKxW>. ​

We can discuss more on how we differentiate from the competitors to add more value for <company name>. The business case mentioned above is just one example of it. ​

Please help me get the exec-alignment on Friday or early next week. I am working internally to get to a good pricing for you. 

7/ Pricing Call -- Most reps would send the pricing on  emails which then is circulated to competitors and value of the platform is judged based on the pricing. Instead of sharing pricing on an email, first share it on the call. If the prospect takes this call, then you know the prospect is genuinely interested. 

< Prospect >, I have got in the pricing for you. Its clear, transparent and significant ROI.

I am re-sharing the 1-Page Business Case for your executive and for you to shine!​

Are you available for a call tomorrow 9:30 am or 2 pm? ​

I would also like to introduce my Sales Leader, <name>, in our call. ​

Let’s assume they become silent after the pricing call. Here are few examples of what you can use.

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8/ The “Idea” Follow-Up

Buyers don't forget you sell a product. So they don't need the reminder. Instead, try this follow-up email focused on helping buyers get their job done today. The elements in this framework are:

[1] Recall a past topic.

[2] Align it with a tool or idea.

[3] Confirm this is still a priority.

[4] Give proof your idea is helpful.

Here’s how it reads:​

Subject: Idea, < Job To Be Done >

< Prospect >, last we spoke, < their challenge, paraphrase their words > was a big focus.​

I was just discussing < content/resource/tool > and thought of you.​

Are you still working on < goal related to the challenge >?​

If so, check it out <link>.

From what I'm seeing, I have an idea for how you could use it too.​

If it's still relevant, let's connect.

(there are more emails in the middle, but I will fast forward now)

11/ The “Account Team” Follow-Up: This one is crazy effective when executed well, and to genuinely help. Here's how to use it for high-value, late-stage deals.

• Partner with your account team (could be a CSM, AM, or solutions engineer).
• Pick a few late-stage deals and detail the customer's current state.
• Find one way you both can help the buyer today.
• Give your team this email to send to you (the rep).
• Forward that email on to your buyer.

It's effective because:

• I can almost guarantee no competitor is doing this.
• It shows your buyers there's a whole team thinking about them.
• It actually "adds value" by helping buyers get a job done.
• It sets up a smooth handoff and implementation.

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Here’s an example. 

Let's say you work with an operations team who doesn't have a master data hierarchy. Which throws off their segmentation and causes all kinds of issues. So you and your team modify a sample from another account and schedule a working session to refine it.
‍Subject: Meeting < Prospect >​

Hey < Sales Rep >, how's it going with < Prospect >? ​

I know they’re not a customer yet. But from what you shared, I can’t wait to work with them. ​

Think they’d be open to connecting with me next week? ​

Most < role, e.g. marketing > teams at this stage < problem, e.g. don't have a data hierarchy >. ​

Since that's the case for them too, we can use this < framework > to start building theirs out.​

It'll either make their onboarding easier, or, help them even if they don’t end up working with us.​

Think they'd be open to it?

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15/ The Closed-Won Feedback Email. At the risk of overstating it, this email can change the way you sell.  It’s fairly common to ask buyers for their ‘decision process,' and what they let you see is helpful. But it’s what you don’t see about the way your buyers buy that’s most valuable.

Here’s how to learn how your buyer's “internal sale” really goes down:

• Pick a deal that closed recently. Make sure you have an open, transparent champion.
• Write up the decision process you know, from what you heard and helped with.
• Ask your champion to point out any gaps. What did they do that you didn’t see?

Subject: Process Feedback​

<Prospect>, thrilled we get to work together now. All because of what you did behind the scenes.​

There was definitely room for me to have been a stronger partner for you along the way, too. ​

So I’m wondering, open to helping me understand the work you were doing internally?​

It'd be interesting to compare how I think you evaluated us vs. how your team actually did. ​

(e.g. the emails, conversations, docs, I never saw, but you worked so hard on.)​

Lunch on me if you’re up for it?​

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Activation Metric

For MoEngage enterprise customers, here are hypothesized activation metrics and associated tracking:

Hypothesized Activation Metrics

Hypothesis 1: Creating and sending the first campaign

Reasoning: This action represents a user leveraging MoEngage's core functionality to engage customers across multiple channels. It indicates that the user has successfully onboarded, understood the platform's capabilities, and is actively using it to reach their audience. This metric directly ties to MoEngage's value proposition of enabling personalized, omnichannel customer experiences.

Hypothesis 2: Importing and segmenting the first customer dataset

Reasoning: Data import and segmentation are crucial first steps in utilizing a customer engagement platform effectively. This metric shows that the user is committed to using MoEngage as their primary tool for customer data management and targeting. It also indicates that the user sees value in MoEngage's analytics and segmentation capabilities, setting the stage for more advanced usage.

Hypothesis 3: Setting up the first AI-powered campaign optimization

Reasoning: MoEngage emphasizes its AI capabilities for campaign optimization. When a user sets up their first AI-optimized campaign, it shows they're leveraging MoEngage's advanced features and trusting the platform to improve their marketing efforts. This action suggests a deeper level of engagement and understanding of the platform's value.

Hypothesis 4: Integrating MoEngage with at least one other marketing tool in their stack

Reasoning: Integration with other tools indicates that the user is embedding MoEngage into their existing workflows and seeing it as a central part of their marketing ecosystem. This action suggests a long-term commitment to using MoEngage and recognition of its importance in their overall marketing strategy.

Hypothesis 5: Creating the first custom report or dashboard

Reasoning: Custom reporting demonstrates that the user is actively using MoEngage's analytics capabilities to gain insights specific to their business needs. This action indicates that they're finding value in the data MoEngage provides and are likely to continue using the platform to drive data-informed decisions.

Qualitative metrics: CSAT and NPS, Feedback on Quality, Reviews written on external platforms, and referral calls completed.

Onboarding Overview after closing the deal.

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Step 2: Detailed Metrics Tracking​

1. Campaign Engagement Metrics:

- Number of campaigns created

- Types of channels used in campaigns (email, SMS, push notifications, etc.)

- Campaign performance metrics (open rates, click-through rates, conversion rates)

Why: These metrics show how actively and effectively users are leveraging MoEngage's core campaign functionality.

2. Data Management Metrics:

- Volume of customer data imported

- Number and complexity of customer segments created

- Frequency of data updates/syncs

Why: These metrics indicate the depth of user engagement with MoEngage's data capabilities and potential for personalized marketing.

3. AI Utilization Metrics:

- Number of AI-optimized campaigns

- Performance improvements in AI-optimized vs. standard campaigns

Why: These metrics showcase the adoption and effectiveness of MoEngage's AI features, a key differentiator for the platform.

4. Integration Metrics:

- Number and types of integrations set up

- Frequency of data flow between MoEngage and integrated tools

Why: These metrics reflect how deeply MoEngage is embedded in the user's overall marketing tech stack.

5. Analytics and Reporting Metrics:

- Number of custom reports/dashboards created

- Frequency of report access/views

- Types of data being analyzed

Why: These metrics show how users are leveraging MoEngage's analytics capabilities to drive insights and decision-making.

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6. User Engagement Metrics:

- Daily/weekly active users

- Time spent on platform

- Feature adoption rates

Why: These metrics provide a holistic view of how actively and broadly users are engaging with the platform.

7. Customer Journey Orchestration Metrics:

- Number of customer journey flows created

- Complexity of journey flows (number of steps, conditions, etc.)

Why: These metrics indicate how sophisticated users' engagement strategies are becoming using MoEngage.

8. Support and Training Metrics:

- Number of support tickets raised

- Completion rates of onboarding/training modules

Why: These metrics help gauge user proficiency and potential obstacles to full platform adoption.

By tracking these metrics and milestones , MoEngage has comprehensive understanding of how users are adopting and benefiting from the platform. This data can inform product development, customer success strategies, and overall business growth initiatives.

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Thank you very much for your patient reading. I hope you enjoyed reading this as much as I loved writing this.

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