Millennial Max
CMO.com by Adobe
What
In 2016, while working for mCordis & The Connected Marketer agency, I pitched the idea of starting my own blog about a Millennial's perspective on digital marketing. My boss, Michael Becker, loved the idea and encouraged me to start that night. Fresh with insights and takeaways from CES, I drafted my first article that night... and Millennial Max was born.
My first article garnered way more traction than I had ever anticipated, and 2 weeks later, I had my own monthly column on Adobe's CMO.com.
Why
Our logic was simple– the more features and the more often an individual uses our product, the more likely they are to pay for it and upgrade. So how do you increase product usage? You make it fun and easy.
How
Using Hubspot & Intercom we created complex segmented user journeys that were based on qualitative data gathered during initial sign-up and quarterly user surveys (MixPanel, FullStory, & Hotjar). We paired this with quantitative data collected from product usage. Using AI in a Google partnership we developed an algorithm that would create a numerical value for the individual’s likelihood to upgrade that would populate in Hubspot via API in near real-time. This allowed us to serve personalized upsell messages and/or feature recommendations.
Results
Over 35% YoY revenue growth during my 3-year tenure.
< 3% Churn
Selected Works
