Requesting validation/feedback on a project - Segmentation Tool

Basically yes, as long as you have him opt-in with his email or any channel he consented. It is not about replacing mailchimp just segmenting the user and passing the conclusion (such as, campaign for showing the value about a specific feature he was interested in. E.g. he was referred by a facebook ad about the feature when he signed up. ). E.g. the conclusion is sent to mailchimp or any other channel to activate the proper drip campaign. My day to day is attribute based cyber security products and this is a similar technology. You define rules for identifying persona/segment and either you periodically (like via crontab) upload a csv and each row is run against the rules or you can track events. Do you feel there is something you are not getting from other products, can you elaborate what you feel is helping you with event tracking and segmentation?

Hi, this is a good question. The first step is to define the user journey. I personally am aiming to walk away from the difficult jargon and make this simple.

The 1st step is being aware. At this point we are only targeting the time when the user opt-in, i.e. you have his email and he allows you to contact him. At this step you can segment the user to different demographics, level of proficiency etc... you can do that by identifying age, location by asking him on the sign up page, more properties like browser view size or company size can also be recovered at this step. Once you have these you can make a "decision" in the platform to group these users (segment) by the traits you think will require different messaging. So, for example, an enterprise user will be interested in 2FA and SSO and an SMB user will be interested in features. The platform will automate a call to add the user to an email drip campaign with these messages.

The 2nd step is when the user logs in to the system and try it for the first time. you can detect how many features he is using and store that information. Later you can make rules that for a user which was interested in certain features, send drip campaigns which are explaining the value of these specific features, as opposed to features he was not interested in. Moreover, you can also explain stuff that may be a blocker to understanding in the UX if you detect misunderstanding by his behavior ("click frenzy"). The platform again have a "decision" on these groups and again fires a proper drip campaign in you favorite platform (e.g. zappier, mailchimp, webhook).

The 3rd step is a repeated customer. This means the user is adopting the platform. You want to understand what level of proficiency and target with orientation messaging to make sure he gets how to operate the platform. again grouping/segmenting and firing campaign automation or onboarding bits updated back to your db with webhooks.

the 4th step is retention messaging, again targeting the features that will keep him in the platform for the next months driving the ARR instead of just the previous MRR. Essentially decreasing churn. There is no point sending the customer information about features he is not interested in. Moreover, if you detect churn by seeing that he did not use the platform for the last week/month etc.. there is no point behaving like everything is fine and send him reassuring, discounting, contacting him, credits, anything that will correct the issue.

The 5th step is detecting if he is a poster child of a user (as you define it) and helping him send the message, such as with integrating with referral platforms (via zappier, webhook or directly) or social proof platforms. There is no point asking a churning (maybe really not liking you now) or a new user to advocate for you because you are going to get drowned in the useless emails department.

We want to make it as easy as a an excel sheet or JSON with properties and rules on it. I did not want to use jargon like awareness, activation, adoption, retention and advocacy because these are the words that marketing guys who gets paid use and usually small businesses are trying to keep to the budget.

Please ask and provide feedback if you feel this is not something you will do at this stage and why. Usually these kind of products cost a lot of money and are targeting established companies. I am trying to see if there is a market for starters.

Note: as a side note I acknowledge that these issues are usually neglected by Micro SAAS because they are concentrating on driving interest in the platform at the mouth of the funnel. However, I think it is not good to neglect it because of the acquisition cost already spent to drive the user into the platform, and then ignoring him completely and sending him to fend for himself, usually churning right away.

Thanks.