102nd Floor

“Marketing automation isn’t trivial.
But when you read 102nd Floor,

you will be convinced you can do
it too. That is the magic of authors
and what they have accomplished.
The simple walk-throughs, the
touch of color, the illustrations, all
add up to make this a pleasurable
experience. Which at the end of
the day also delivers something
highly technical. I loved it!”
Ankur Warikoo,
Founder nearbuy.com
102nd Floor
Abhinav Arora
(@abhinav.aurora)
Abhinav can be found obsessing over

something new each day - be it
psychology or marketing.
He packages these insights and drops value

bombs on his channels (Instagram & YouTube).
On his shows, he has hosted industry

heavyweights from Apple/Tinder/Netflix/
BuzzFeed/etc.
He started out as a freelancer working remotely

with teams across North America, Australia,
and Canada. He went on to lead digital strategy
for VC funded companies across sectors like
HealthTech, EdTech and Consumer Packaged
Goods. Over the course of his career, he
has successfully supervised over $2M in ad
campaign spends.
Abhinav is now on a mission to build India’s

largest learning community as the Co-founder
& CMO of Avalon Meta. Follow him to part of
this ever-growing community.
Srinath Hariharan
(@srinathhariharan)
Curiosity ticks Srinath. A young starter. A quick

learner. Always on. An avid redditor. Will never
need a fidget spinner, he has enough discovery
stations in his brain to keep him busy.
Srinath started his career in high school at

14! By making apps for the Google Play store -
his apps have been downloaded over 30,000
times in over 65 countries. He was an Investor
with Campusfund - a venture capital fund that
invests solely in student-run startups - where
he worked with various student-run startups.
Over the course of his career, he has helped

brands across FMCG, medical supplies and
Financial services grow by leveraging the
internet. He does this through Launchpad
digital, a boutique digital agency.
Srinath is currently on a mission to build a

product that will change the face of how small
businesses sell with Shopify! Tune into his
Instagram for updates on this.
102nd Floor
Computers and software give marketers infinite
leverage. With an increasing spend of marketing
dollars on digital, using software to automate and
streamline marketing is moving from a helpful
augmentation, to a key necessity. While this was
initially used only by large unicorns, today anyone
can harness this to gain a competitive advantage.
However, the world of marketing automation is vast
and confusing, where does one start to understand
this?
To solve this, we wrote the 102nd Floor which

unravels why marketing automation is the best
way to approach digital marketing and how to start
harnessing this power and gain infinite leverage
today. The 102nd floor sets marketers a class apart,
it’s where marketers go to save time & effort, and
take their campaigns to the next level. The name was
a one up on the common $999 course title format
“ 101 ways to …” or “ Digital marketing 101”, we truly
believe this is a step up from anything you’ve come
across before. We wanted to help marketers of all
sizes and experience levels understand the mindset
behind sustainable performance marketing and
feel more equipped with the right tools to take their
campaigns to the next level.
Preface
Having spent over $2 million on digital platforms,
we’ve compiled our learning on everything from the
right mindset for success to actionable ways you can
implement marketing automation immediately into
the campaigns you run, today. Apart from saving you
countless hours of reopening your ads dashboard
often, this book will serve as a powerful handbook to
refer back to every once a while to give structure to
your automation system building process.
We’ve put out some of our best knowledge in this

book, so if you do like it, we ask that you spread the
word and share a copy with friends/coworkers.
Happy exploring, learning, and growing!
Abhinav Arora
& Srinath Hariharan
Preface
Designed for convenience.
Designed mobile-first.
Helped you? Pay it forward and
share this book with someone!
• Meet Our BFFs 1
• Who is this book for? 5
1. Introduction
a. What is Marketing? 9
b. What is Marketing Automation? 14
• Common misconceptions 17
• Why Most Marketers Hit A Plateau 26
And How To Fix It Today
i. Four-Pronged Approach 31
ii. LTV vs CAC 41
iii. Increasing LTV 43
2. Re-engineering User Lifecycle

a. Finding the Right Customer 46
b. Key Terminology 50
• Splintering 51
• Self-Liquidating Offer 53
• Lead Magnet 55
• Tripwire 57
• Core Offer 59
• Profit Maximisers 61
• Types of Profit Maximisers 63
c. Ideal Customer Journeys 79

d. Setting Up Flows 84
• Acquisition 85
i. Choose a Channel 88
ii. Automated Media Buying 93
• Why Facebook? 95
• Automated Rules 98
d. Setting Up Flows 84
• Acquisition 85
iii. The Magic of Madgicx 125
• Conversions 126
i. Building User Flows 127
ii. Building Landing Pages 144
• Types of Landing Pages 147
• Ascension 153
i. Nurture, Segment & Personalise 157
ii. Understanding User Cohorts 163
• Creating User Flows 183
e. Email Marketing Automation 211
3. Staying Relevant
a. New Age Marketer 216
• WTF is Growth? 222
Kabir is Mr. Malhotra’s precious boy. Quite
pampered, yet one of the smartest kids on the
block. The travel bug bit him early on. And so
did the entrepreneurship bug. Mix the two,
what do you get? Remote work.
He took over his dad’s kitchen appliances

business about three years ago. Expanding the
business & taking it online is the most logical
next step for him.
How? He sets up an online storefront and

registers his business on Shopify!
Before we begin, let’s meet our BFF’s. 2

Kavya is a complete geek. Sometime
during college, she picked up digital
marketing. She’s worked a couple of
jobs and hated the idea of a 9 to 5. She
decided to be her own boss.
You’ll find her working in quaint cafes

across the city! She’s a hard worker,
and the Internet is her guru. But, she’s
a bit of an amateur.
She is Kabir’s freelance

marketing consultant.

Sameer founded a 5-star
restaurant - The Big Fat Burrito
- located in Mumbai. His clients
expect the best from him, and he
believes in delivering the best.
He started with very little. Today,

he’s one of the most sought after
names in the hospitality sector.
At home, he’s a single father of
the sweetest 5-year-old Maira.
The world loves his restaurants,
he only loves Maira.
He is Kabir’s biggest client, and

they are great friends!

Manual and repetitive grunt work
is a thing of the past, almost.
The Unicorns (Swiggy, Hotstar,

& BigBasket) have already
incorporated automation into
their marketing operations.
Marketers need to unlearn and

relearn to stay relevant.
Who is this book for? 6

Whether you are a small business owner
like Kabir, work as a freelancer like Kavya
or own a large company like Sameer,
there is something here for you.
This book helps the digital marketers of

today prepare and stay relevant for the
future.
The book will broadly cover

two key components:
1. Best practices for setting up various

touchpoints in your customer journey
2. Step-by-step instructions on
automating your customers’ journey
across all of these touchpoints.
Who is this book for? 7

Kabir decided to take his business online.
He strategized & set up: social media,

website SEO, email marketing, and digital
ads. Three months in, Kabir starting
getting 40+ orders a day and had over
100 email subscribers.
His consultant, Kavya, had suggested

they try a discount offer to speed up
sales. She shared weekly performance
reports with Kabir on users & products.
The Basics : What’s Marketing? 11

However, a few months later,
Kabir noticed:
1. Users that bought from him

regularly were becoming fewer in
number every week.
2. The number of orders were as low as
10 on some days and as high as 100
on some.
3. Email unsubscribers were higher in
number than usual.
He found these fluctuations rather

unusual & strange. His physical store
had a loyal customer base, and the
revenue was always steady. But he
had little to no control over these
fluctuations in the workings of his
online store.

Building a loyal customer base
that trusts and depends on his
online store for all their kitchen
appliances needs - that would
return over time, exactly like in
his physical store.
He came to us, and this is what

we shared with him:

Email blasts are not all of
marketing automation. It is the
process of making repetitive
marketing tasks automated with
the help of tools & software.
For instance, the tool Drift is a

chatbot that you can place on
your website. It’ll talk to every
user using a set of commands,
until human intervention is
required.
Marketing automation helps

collect user information, analyses
data accurately, and saves time
on monotonous tasks.
The system is great for small &

big businesses alike - It works
with as little manpower as
possible. It’s efficient and reliable.
What is Marketing Automaion? 15

Automation makes existing processes
more efficient, however it is not free of
human intervention.
Automation’s merit is in doing thing

that humans can’t do, like customise at
scale efficiently. However, it takes the
human mind to determine what to do
when, and the systems require human
intervention to take data from the
system and iterate on it.
Pro-tip: Always stay on top of

technological advancements to make
the best use of Marketing Automation
tools for your business.
Marketing Automation Misconceptions 19

Email Marketing was the first
channel to be automated,
yes. However, it’s not the only
collateral that’s automated.
Most aspects of digital marketing

can be automated - copywriting,
proofreading, media buying,
targeting, etc.
It also works across all channels

- push notifications, text
messages, & social media.

Marketing automation is not a
prediction. Several businesses and
industries have already adopted
marketing automation.
A survey in 2015 by Apteco Ltd. showed

that 30% of survey participants
reported some form of implementation
of marketing automation software.
While the implementation has been

steady, there is still time for new
marketers to learn these skills.

False.
Marketing Automation is affordable

for all types of businesses. There are
enough options in the market to meet
your needs without overshooting your
budgetary constraints.
Salesforce.com set a precedent in the

SaaS space by making CRM software
for everyone at affordable prices.
With increased demand, marketing

automation software has become
cheaper to use and accessible to even
the smallest businesses.

A customer journey is the flow of
interaction between a user and the
organization. The user journey includes
both events that you have control over
and ones that you do not. Each of these
events is called a touchpoint. Customer
journeys contain valuable insights into
the users’ perception of your brand.
As a marketer, you must re-engineer

every touch point to ensure that the
user faces as little friction as possible.
Ensuring a great user experience will
help in long-term user retention.
It also builds more trust.
What is Marketing Automation? 30

These categories are not mutually exclusive. Use this
framework while crafting your desired user journeys. When
you hit roadblocks, look at which one of these is creating
friction in your customer journey.
Kabir’s Facebook ads take users straight to a
product page.
He checks his Shopify analytics every time he

runs a campaign to make decisions. He worries
about abandoned carts.
He sends the same type of CTA/message to all

his abandoned carts and does not
track each reaction.
He gets excited every time his CPP (Cost Per

Purchase) goes down. CPP is the primary goal
of all his campaigns.
Kabir spends hours addressing every step of

the issue.
Kabir is what we call an amateur marketeer.

Don’t be like Kabir.

Marketers like Kabir often make
lowering their Customer Acquisition
Cost (CAC) the primary goal of their
digital efforts. While reducing CAC is
essential, there are a few drawbacks
to making this the sole focus of the
campaign.
Concentrating on reducing your cost

of acquisition can force you to sell to
the wrong customer. There are two
significant drawbacks to acquiring the
wrong user:
1. It is unlikely that the customer is

ever going to become a repeat
buyer.
2. They could deter your actual,
ideal customer from trusting your
company for their needs.

The more scalable approach is to
focus on finding the right user. Often,
these users are expensive to acquire.
However, over time, these users will
give you better & repeat returns.
Once you have identified the right user,

your focus should be on providing the
highest value to them.
Deliver the value that you promise and

promise the value that you deliver.
By doing this, your business can

extract the highest Lifetime Value (LTV)
from each user.
This strategy forces you to stop looking

at customers as a function of the cost
of acquiring them.

With rising media costs, marketers will
reach a definitive end to how low the
CAC can go. There is no upper limit on
how high your LTV can be.
Thus, it is vital to change the marketer’s

goal to maximize customer value.
Further, users with high LTV tend to

bring referral customers along with
them. A happy customer is still the best
kind of new user acquisition tactic.
This way, increasing LTV can lead to a

ZERO CAC for those referral customers.
Acquiring customers through referrals
is an ideal outcome for any business.

1. Find the appropriate user for your brand.
2. Track user interests and buying patterns
(more about this - a little later!)
3. Create customized offers based on these
buying patterns.
4. Provide excellent service.
5. Perform 1,2,3 and 4 effectively at scale.

The process of converting a prospect into
a customer is long-drawn. On average, 50%
of leads in any system are not yet ready to
purchase. If you sell only to those prepared
to buy and ignore the rest of your leads, you
reduce your potential revenue by half.
Successful brands engage with their prospect

at multiple touchpoints to warm them up
before you expect them to make a purchase.
Engaged prospects make 47% larger purchases
than those who haven’t been interactive at
all. The less “essential” your products are (the
farther away they are from being ‘necessities’
to your prospects, that is), the more nurturing
your leads require.
For instance, Kabir is trying to push patented

washing gloves that make it easier to wash
vessels. A product like this may be valuable but
requires longer nurturing and convincing. It is
not essential for kitchen use – regular washing
gloves may do the job just fine! When compared
to a mixer, which is a kitchen essential, the
customer journey for the gloves is going to be
much longer.
Along with engaging prospects, prospecting

is also crucial to engineering user journeys.
The right steps can reduce friction and help
convert your prospects into customers at a
faster pace, and in their retention.
The Process: Capture, Consume, & Convert 48
Splintering means breaking down your main
product into sub-parts and selling those
parts at a lower rate. Splintering can be useful
in enticing leads to buy the main product.
Companies that have a limited variety of
products use splintering to keep the number of
returning customers high.
For instance, Kavya insisted that Kabir used

splintering for his spice rack and jars for spices
line. She suggested they sell individual bottles
as an upsell with a different item. Once the user
bought a few bottles, it became easy to sell the
spice rack to the same user! Kavya’s brilliant
trick worked wonders for his line!
Splintering helps you make more sales from

the same product and usually has higher
conversion rates. The splintered product’s
purpose is to get people to buy the main
product. To do this effectively, make sure to
include a link and a strong call-to-action for
your main product.
Key Terminology & Techniques 52

This refers to offering a low-cost product to a
cold audience through digital ads.
A cold audience means curious strangers who

have never interacted with your brand before.
A self-liquidating offer (SLO) works as a bait
to bring in interested leads into your brand’s
pipeline.
It accomplishes two goals at once:

1. Urges a cold audience to opt-in to your email
list, or make a small purchase.
2. Recovers most of your ad spend for the SLO
campaign.

While generating leads, lead magnets are offers
created to compel the user to give you his/her
contact information. The ideal lead magnet
provides an irresistible offer that hits the target
user at their most crucial pain point. It compels
them to exchange their contact information
for that offer. This type of offer needs to be
specific, actionable, and beyond what is usually
accepted. It has the highest leverage, as it is
the first offer seen and therefore gets viewed
by most prospects.
Your lead magnet can be an informative

product, like a checklist or a cheat-sheet, that
solves a specific pain point for your customer. It
could be as simple as a discount on your most
popular product.
For example, Sameer’s hotel has a loyal

international customer base. He can offer a
travel checklist for tourists looking to visit
India. Planning trips to a new country can
be time-consuming, so this acts as a simple
yet effective lead magnet to get customer’s
contact information.
A Tripwire is a low-friction, low-commitment way for
the user to understand your value proposition.
A Tripwire is the first attempt to get a new

lead to buy from you.
A user is encouraged to buy a product or service of

smaller value from you. Why? Once they buy in to it -
it gives them a proof of concept.
This is an extremely important part of the user

journey because it helps the user decide on whether
your product/service is useful with a very affordable
loss, making it an easy sell.
You build a trustworthy relationship with the user and

they’re now also a customer - which will lead them to
other items/services.
While the term might sound like you’re trying to get

one over on your user, the goal is to make it easy for
customers to start trusting your brand.
In fact, it is one of the most effective ways to stay in

touch with your user - helping them reach you/ your
service whenever the need arises.
The core offer is the primary offering of
your business and is usually a higher-
ticket item than the tripwire.
For the customers that consume your

tripwire, your core offer converts at
anywhere from 20-60%.
By delivering on the tripwire, you

increase the perceived value of the
core offer manifold.

Profit maximisers are enticing offers
that help you churn out revenue
from each customer to their fullest
purchasing potential.
For online stores, a maximiser could be

express delivery, or the most common
“Free delivery for orders above $1500”
and “Buy 4, get 1 free” offers. For
service-based businesses, maximisers
could be “Pre-book four training
sessions for 10% off on your total bill.”
They are carefully crafted incentives

meant to push active customers to
buy more from you. The customer has
shown their willingness to purchase
and profit maximisers help you get the
most out of that one transaction.

Offering a core product that is closely
related to the one that the customer is
interested in is a common practice for
many businesses.
Kabir’s website prompts the user to

add a spice rack to every order of spice
jars – just when they’re about to check
out. In this case, he uses the spice rack
as a profit maximiser.
Quick Tip: Make sure the core product

you upsell matches the customer’s
individual purchasing behaviour and
preferences. Do not go overboard with
the upselling and offer multiple core
products as profit maximisers at once.
Types of Profit Maximisers 65

Cross-selling as a profit maximiser
invites customers to buy smaller,
related products along with their core
purchase. Unlike upselling, it focuses
on getting customers to add lower
end, complementary products to their
cart that don’t affect the bottom line
revenue as much as upsold products.
For instance, Kabir offers the

dishwashing soap plate along with the
purchase of a dish stand.

An expensive offer that would not interest
most of your customers but has the potential
to change your business’ economics. Slack
Adjuster products are 2 to 10 times more
expensive than the core product that your
customer is interested in. They are ignored
by most customers, but the top 2% who add
these to their purchase contribute a lot to your
bottom line revenue.
For instance, an integrated dishwasher that

only few households buy - but is Kabir’s core
product. It adds to his annual revenue.
Quick Tip: It’s crucial to make a strong case

for your Slack Adjuster in front of an active
customer base. Justify your decision of
offering this product by making its benefits
clear and including social proof to encourage
purchase.

These are bundles of two or more high-margin
products relevant to the customer’s product
preferences.
For instance, Kavya encourages Kabir’s kitchen

appliance brand offering a portable juicer, hand
blender and travel-friendly espresso machine
to a user who expressed interest in handy and
convenient products on the website.
The key with value bundles is providing

convenience to a user at an escalated cost.

This involves bundling relevant high margin
and low margin products together. Selling
items in bundles helps you maximize profits.
It costs the user more to purchase all the
products in that bundle individually.
It may be hard for the potential user to visualise

this as a good deal, especially if the products
don’t solve an immediate problem.
You can solve for this by providing price

comparisons of individual versus bundled
products. Evaluate the medium through which
you are offering your product. If the medium
confines you to just one category, break out of
that category by bundling it with products from
other categories.
Bundles of complementary goods are simply

convenient. Users prefer bundles over
browsing for products individually.

This profit maximiser works by getting the user
to commit to a monthly or yearly plan when
their purchase intent is peaking. It reaps you
long-term recurring revenue with a one-time
checkout from your user.
A lot of businesses deploy this model for their

consumable, informational, and software
products that are used repeatedly.
For instance, offering a monthly subscription

for dishwashing soap.

Affiliate offers are used to make referrals
to complementary/supplementary
products from other sellers. An
underlying requirement is that both your
target customers are identical, if not
precisely the same.
They’re a good source of extra revenue

and are also helpful to your customers.
Information sellers can offer done-for-
you services, consumable gadgets/
tools etc. Software sellers can refer to
installation or migration services.
Quick tip: Make sure your affiliate offer is

hyper-relevant to the customer’s needs
and not just an add-on to drive up your
bottom line revenue.

Kabir wants to create demand for his patented
instant pot to maximize sales. This pot allows
you to perform multiple functions using
the same appliance – boiling, air frying, and
baking. The Pot reduces reliance on multiple
appliances, saving space, and time & money.
To begin with, Kabir collaborated with a

YouTube chef to recreate classics using the
Instant Pot. Thus, showcasing
the Pot’s multiple uses.
What else does Kabir do?
1. Kabir starts running Facebook ads that

target cooking enthusiasts and sends this
traffic to his Shopify page.
2. Through these ads, customers land on the
product page for this instant pot. He upsells
the recipes from his collaboration with the
YouTube chef to people who add the product
to the cart.
3. Once his campaign dries out, Kabir starts
testing different cold audiences on his ads.
4. Rinse and repeat.
The current touchpoints create a high churn
for Kabir. However, his LTV is quite low. So,
what should his Ideal Customer Journey be to
maximize his LTV:
1. Kabir should create a landing page to sell

his premium recipes for a small fee. The
premium recipes are the lead magnet.
2. Users need to opt-in for the premium
recipes. Users can either opt-in with their
email or login with Facebook.
3. Users are redirected to a “Thank You” page.
The Thank You page has the download link
for the premium recipes.
4. He should present the flagship product on
the “Thank you” page - the instant pot. After
seven days, he should retarget the users
with the instant pot. The instant pot is his
core offer.
5. Once users buy the core offer, he presents
them with the final offer - 20% off on the
Amazon Pantry - Amazon’s food procuring
subscription. Your affiliate signup is another
profit maximizer.
HIGH LTV LOW LTV
Number of Number of
users: 3 customers: 6
CAC: Rs. 1,000 CAC: Rs. 1,000
AOV: Rs. 15,000 AOV: Rs. 5,000
Revenue: Revenue:
Rs. 45,000 Rs. 30,000
Profit: Profit:
Rs. 42,000 Rs. 24,000

Acquisition refers to bringing in new customers
for your brand through strategic marketing
efforts. It is the first and most crucial step of
your customer lifecycle.
Unfortunately, most marketers usually

build their strategy towards spending the
least amount of money to acquire as many
customers as possible. They focus on quantity
over quality and immediate conversions over
lifetime value.
We explained why this strategy could cause

you to hit a plateau in terms of revenue. Now,
let us help you understand a different, more
sustainable acquisition strategy that will help
you retain customers and get the most lifetime
value out of them.

87
The internet has made it easy to access to
potential customers.
There are several digital channels, with search,

display, and social media being the most
popular ones.
Our recommended way to acquire customers

while starting is to work with only one channel
at a time, especially for teams with smaller
budgets.

Facebook Persona
Sameer is a busy, single father who

greatly appreciates time-saving gadgets
like Kabir’s Instant Pot.
This makes it easy to attract his attention

and convert him into a customer.
LinkedIn Persona
On LinkedIn, Sameer identifies as a
prominent fancy hotel owner.
Kabir would find it impossible to sell

items to him since it’s technically not an
owner’s job to buy kitchen appliances.
There’s always a buying team for that.

• Large user base: With over 2.6 billion
monthly active users (March 2020),
Facebook is the biggest social network. This
base makes it a powerful platform to target
a large group of highly diverse users.
• Powerful targeting and retargeting

controls: Facebook lets you reach people
based on the most granular variables -
their likes, age, gender, location, hobbies,
profession, behavior, and more. Custom and
lookalike audience options make acquiring
high-quality leads all the more efficient.
• Highly customized ads: Facebook provides

dozens of options to customize every
element of the campaign. From ad design &
copy to more technical aspects like bidding
& delivery optimization.
• Built-in automation: The feature asks for

campaign specifics like your campaign
goals, audience & budget. Once it has all
the needed information, it sets up and
automatically optimizes campaigns. It also
sends you regular progress notifications.
Kavya has 2-3 campaigns running for
Kabir’s Instant pot. Along with other
campaigns for other clients to keep a tab
on always.
She often finds herself in a position of

having to stay up late or miss things.
Even if one ad group isn’t performing well
- she needs to check every few hours
and optimize them as required.
If she cannot pay constant attention to

them, she pauses the campaign for a few
hours, and that’s detrimental to progress.
What if there was a better,

more efficient way to do this?

Facebook has a powerful option built into its
ads manager called Automated Rules.
You can create a rule that makes changes to

your campaign, ad set/ad automatically, or
sends an alert when your campaign, ad set/
ad meets the rule’s conditions. Your rule runs
continuously (usually every 30 minutes) until
you turn it off.
These allow you to set up your optimization

rules and lets Facebook automatically
implement them for you. It reduces human
error and the number of hours.
Using these, Kavya never has to worry about

pausing a campaign, in case the ads are
underperforming or if the budgets aren’t being
optimally used.
Automated Rules 99
Rule:
“Stop the adset if it has had over 8000

impressions, at a cost per result of over INR
125, over the course of 3 days.”
Notice the 3 Key Elements while creating a rule:

Number of Impressions
Cost of Campaign
Time of Campaign
(Facebook’s algorithm gets better at showing

ads over time. With larger budgets, time of
campaigns are usually kept much longer to
optimize.)
Automated Rules 101

102
Basis the Instant Pot example, we set up a rule that
all the active ad-sets will be paused if they have:
a. Over 8,000 impressions

b. CPA is more than INR 125
This is over the course of three days. This rule will

run at 12:00 am IST. The dashboard will notify Kavya
if any of these are in action - she can take the
necessary measures. This ensures she doesn’t have
to check every hour to see if the ads are running as
per the required standards.
Automated Rules 103

Everyone has a different style of
optimizing ads. Chart out your
optimizations into a flowchart and
convert them into automated rules.
With time, your optimizations can

become more complicated, thus giving
you better results.
Once Kavya implemented these rules

across ad campaigns for all clients, she
realized she was able to:
a. Efficiently strategize all ad campaigns

- spend more brain time instead of
admin hours.
b. Get more clients on board and manage
them effectively.
c. Focus on learning more every day
while working.
d. Have a better work-life balance.
Automated Rules 104

Different business models require
different ways of measuring the success
of ad campaigns.
For a company that has a single product

with a single price point, the optimal
metric of measuring performance is the
target Cost Per Purchase (Target CPP).
For campaigns trying to push multiple

products such as Sameer’s restaurant,
ROAS (Return on Ad Spend) is a better
measurement metric.
Kavya’s minimum target ROAS is 3X.
Automated Rules 108

Kavya sets a rule to pause all ad sets within
campaigns named “orders” when:
“The ROAS is below 3 times,if the ad spend is

more than INR 25,000 in the 7 days.”
Facebook consistently checks if this condition

is being met or not. It informs you when the
rule has been implemented.
Formula:
If spend > INR 25,000 &
Cost per purchase > (Target CPP)
Pause campaigns
Automated Rules 110

Kavya sets a rule to pause ad sets that
are making 0 sales early on for BFB.
Whenever she is on a low budget and

cannot exceed a certain CPP, she pauses
the ad sets based on CPCs and Add to
Cart numbers.
These are early indicators of low

performing ad sets.
Formulae:
If spend > (2*Target CPP) and
CPC > (Target CPP/4)
Pause Ad Sets
(And)
If spend > (2*Target CPP) and

Add to Cart < (1)
Pause ad sets
Outcome:
The adset stops if the campaign spends
too much on a click, and doesn’t yield the
appropriate amount of purchases.
Automated Rules 112
Kavya always has a target CPP for her
campaigns before she sets them up.
For ad sets that have made sales, but

eventually show a drop in performance,
she uses the following automation
formula to pause the campaign:
Formula:
If purchases > 0 and
CPP> (130% * target CPP)
Pause Ad Sets
Automated Rules 114

There are two scenarios that Kavya uses to restart
paused campaigns:
#1 - Late attribution:
Attribution is simply facebook correlating a
conversion with the adset that led to the sale.
Attribution windows can be set for long durations, for
instance Kavya can ask FB to track attribution for the
following 28 days.
Thus, based on the attribution window -

Kavya sets, a customer may convert later down the
attribution window, when the ad set
May have been paused due to being unprofitable.
After the delayed attribution is accounted for, the
adset might meet the target ROAS or CPP.
Formulae:
- Cost per Purchase < (Target CPP) (last 24 hours) +
Purchases > 0 (last 24 hrs) Turn on Ad sets
- ROAS > Minimum Acceptable ROAS (last 24 hrs) +
Purchases > 0 (last 24 hrs) Turn on Ad sets
Automated Rules 116

#2: Isolated incidents:
Ad Sets performing well regularly, can have a bad day
due to the algorithm, and fall below the
target requirements, and consequently get paused.
In this case with this rule, Kavya turns on the ad sets
that haven’t performed in the past week - but usually
do.
Formulae:
- Cost per Purchase < Target CPP (Last 7 days) +
Purchases > 1 (Last 7 days) Turn on ad sets
- ROAS > Minimum Acceptable ROAS (Last 7 days) +
Purchases > 1 (Last 7 days) Turn on ad sets
Automated Rules 117

Facebook allows you to adjust your
budget at an ad spend level. This
adjustment makes it easy to plan the
entire campaign and scale the right ad
sets, with almost no human intervention.
Suppose Kavya’s ad campaign ROAS

is well above 3 (her target ROAS) for
a particular ad set. In that case, she
implements a rule that increases her
daily budget for all successful campaigns
by 50% up to a maximum of INR 10,000
when ROAS > 3 for the day.
When this rule is implemented, Facebook

notifies Kavya - so she can check on it.
Automated Rules 119

120
She adds a condition where the daily
budget only increases after a certain
percentage of the ad budget has been
spent.
Otherwise, she might waste ad spend on

a low-performing ad set because of the
power of small numbers.
Formula:
If ROAS > 3 and Spend (today)
> 0.5* Daily Budget
Increase Budget by 50% once a day
Automated Rules 121

122
For some types of campaigns, where Kavya
wants control over the cost per action, she
uses manual bidding.
There are two scenarios where she changes bid

rates to get the best results:
• When the manual bidding rate is not enough
to buy the required amount of ad inventory.
• When she wants to increase the bid on high
performing ads, to get the most out of the
momentum of an ad set.
Formulae:
Situation 1:
If the impressions (today) < 300
Increase bid by 25%
Situation 2:
If ROAS > 1.5* Target ROAS 🡪 Increase bid by 10%
(or) If CPP < Target CPP 🡪 Increase bid by 10%
Automated Rules 124

While automated rules can run most
optimizations, a premium alternative
for Facebook marketers handling huge
budgets is Madgicx.
Madgicx is the 1st ever AIR omnichannel

ad-optimization platform.
Apart from automated media buying

and optimizations, Madgicx uses AI to
analyse your ad creatives and gives you a
forecast of how the creative will perform.
It is recommended that people starting

with automation first master automated
rules within Facebook before moving to
more advanced tools such as Madgicx.
Automated Rules 125

Building a better user journey is often seen as a
function of better aesthetics.
While aesthetics are necessary, designing

optimal customer experiences is what helps
increase LTV.
The goal of your website is to fulfill your

business objectives and increase user flow.
Automated Rules 128

The first step for creating better user flows is to
write down the objectives of the business and
the user, and find where they intersect. This
intersection is where the action takes place.
In most cases, it takes a series of prior events

before this target action is taken.
The goal is to ensure you map out these series

of events for the intended conversion to take
place.
While this concept seems obvious and intuitive,

it can be complicated to execute.
Automated Rules 131

User Flows are all about messaging.
Some critical questions you need to have
answers for are:
• What needs/desires/problems do your

prospects have?
• Which qualities (about your product or

service) are most important to them?
• What questions do they have about

the product?
• What are their doubts or hesitations?
• What information do they need to take

action?
Collecting this information from users

will help you engineer robust user flows.
Automated Rules 133

The next step for building an efficient user flow is to
understand the context of the source of traffic.
Typically, users come from organic routes,

paid media, and referrals.
Each user enters your website with a different

context. Your expected conversion out of
each user is also different.
Mapping this out can help you create the appropriate

user flow for these different users.
Automated Rules 135

Example 1 :
Click on Ad Landing Page Joins Email List
Completes
Gets an Email Product Page Adds to Cart
Purchase
Example 2 : For a SaaS Business
Signs up for Added to

Click on Ad
free trial Email List
Onboarding Sequence User Onboards Adds Payment

Email 1 Information
You can also take an extra step and map out stacked
user flows. Stacked user flows account for multiple
possible interactions of the same user.
Automated Rules 136

Users are hesitant to take action without
Users
enoughare hesitant toThe
information. takegoal
action without
of your design is
enough information. The goal of your
to make the user follow the journey you have
design
plottedis to in
out make the
order touser follow
perform thethe
desired
journey
action. you have plotted out in order to
perform the desired action.
• Present a clear value proposition
• Back your
Present claims
a clear withproposition
value easy to digest social
• proof - in the
Back your form
claims of client
with easy totestimonials,
digest
media coverage, and academic
social proof - in the form of client studies
(where applicable).
testimonials, media coverage, and
• Reduce friction
academic studiesby(where
removing information
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• overload,friction
Reduce reducing clicks, and fields to fill in.
by removing
• Use trust elements
information overload,onreducing
your webpage.
clicks,
• Have a clear CTA for
and fields to fill in. the user to act on.
• Use trust elements on your webpage.
• Have a clear CTA for the user to act on.
Automated Rules 138

State diagrams are a visual representation of
the critical content you want to present and
the ideal reaction by the customer.
Adding state diagrams to user flows can help

you visualize the various routes that a user can
take in the journey.
Automated Rules 140

It’s common for the designer of a user flow to
face cognitive biases, where their mind fills the
gaps. It stops them from figuring which parts
require interventions.
The smartest way to overcome these biases

is to create a feedback loop allowing the
designer to understand which parts require
interventions.
Marketers commonly use Behavioural flow

reports (Google Analytics and mixpanel) as
a feedback loop to understand which parts
require interventions:
Automated Rules 142

However, often this data lacks context,
making it incomplete in the decision-making
process. One way of adding context to this is by
recording visitor interactions.
Tools like Hotjar and Mouseflow can record your

visitor’s interactions with your website - adding
context to existing analytics data and can now
be used to make better interventions.
Thus, it helps you re-engineer relevant parts

of your user flow to ensure frictionless user
experience.
Automated Rules 143

You have a short amount of time to give
your visitors a reason not to leave.
When someone reaches your landing

page, they are predominantly feeling two
things: curiosity & resistance.
The goal of the landing page is to change

these emotions into creating want for
your product or service.
Building a Landing Page 145

• Have a large, clear, and bold headline. Tip: If you have
a customized offer, try to have a specific headline.
• Give your brand a logo and a face. It helps break the

user’s resistance towards trusting you.
• Keep the copy short and crisp. Cut through the

fluff and get straight to the point. Ensure the user
understands the ‘What’ and the ‘How’. This helps cater
to the user’s curiosity.
• Trace your end-users eye path and make sure there

are captions along the way that conveys the message.
• Use images and other visual cues! Humans are visual.

Use images that don’t need context or copy support.
The captions and images should convey the end goal
of the landing page and the offer with ease.
• Ensure the landing page doesn’t have too much

navigation. It creates unwanted friction and reduces
the scope for conversion.
• Use a Keyword Research Tool to get popular phrases

for your page keywords. Recommended keyword tools:
Freshkey (paid), Keywordtool.io (paid),
Google Keyword Planner (free).
Building a Landing Page 146

In this landing page, the customer receives
value in exchange for their opt-in.
The conversion target for this,

if set right, can be 40-50%.
Building A Landing Page 148

The entire purpose of this page is to ask
for the opt-in. Their details to be specific.
They are of four types:

• Very Short form squeeze pages
• Short-form squeeze pages
• Long-form squeeze pages
• Video squeeze pages

In squeeze pages, videos add a layer of
friction to the opt-in process by forcing
users to watch a video before continuing
to the next step.
Even for a long-form page, focus on the

headline, images, and the caption. The
only use case of using a video is it is
imperative to creating a sense of trust
with the customer.
It will also depend on the industry and

the source of traffic.

Here the customer receives the value
upfront, and the opt-in comes in later.
The conversion for these is in the 30%
range.
There are two significant reasons for

using a reverse squeeze page:
• It works well in red ocean markets

i.e. when you go to the market with
an existing solution to an audience
similar to your competitors. It gives
you an edge over your competition.
• It acts as a unique way of setting up a
landing page and avoiding overuse of
the traditional model.

Once your landing page successfully converts
a lead, users can view the “Thank You” page.
This page is where you acknowledge the
transaction and transition to the next offering.
Once the user has opted in, they are likely to

be open to engaging further with you. Here the
customer is in the mental state of giving.
It is a good opportunity to propose a few

different Call to Action(CTAs):
For getting referrals;

For social shares and engagement (liking,
commenting and sharing);
Making them sign up for newsletters, offer
discounts and promote your latest content;
Upselling them on a high margin product; or
Asking them to take a survey.
The possibilities at this stage are countless.

Ascension is the process of turning cold
leads into high-value, loyal customers with
strategic messaging.
Once you have a potential customer’s

contact information from the landing
page, it is time to send out personalized
messages that get them to trust, engage,
and buy from you.
These messages should be in coherence

with each customer’s journey and behavior.
It is nearly impossible for one marketer to

manually track each customer’s buying
behaviour and communicate with them on
a personal level over a long period.
Now, you deploy automation.

Most brands use channels like email, SMS, and
push notifications in their Ascension strategy.
Facebook Messenger is another popular

marketing channel that is proving to be
effective.
Once you have successfully packed your sales

pipeline with potential leads, pitching them a
product or service right away is a sure-fire way
to miss out on potential revenue.
Don’t rush the pitch. Instead, it is best to build

the user’s trust in your brand with strategic,
long-term ascension.
How do we ensure that our leads become

recurring buyers with ascension?
Step #3: Ascension 155

156
Spending a big chunk of your marketing budget on
acquiring the right customers and abandoning them
when they don’t make a purchase is a one-way ticket
to lowering your revenue.
Investing time in lead nurturing helps you make

more sales with the same marketing budget over
time. Delivering the right customer experiences (CX)
to each one of your leads throughout their buying
journey is important to make them your regular
customers. With this, you become their go-to brand.
However, it is nearly impossible to deliver great CX to

each customer manually. Even if it were possible to
do so, automating lead nurturing can save you hours
worth of effort spent in nurturing each lead. It is a
better and more efficient use of time and resources.
An efficient automation system will help you deliver

personalized experiences to each customer on a
large scale.
Automated Rules 161

• Segment your leads based on behavior
patterns and their interactions with your
brand;
• Deliver hyper-personalized messages to the

segmented leads across channels; and
• Map out an effective on-site experience,

track their buying journey, and optimize the
messaging accordingly.
Automated Rules 162

The next stage of the user journey involves the user
visiting your e-commerce website or app.
How you design your website/app gives you a

large amount of control over the user experience.
Harnessing this power is key to increasing and
maximizing LTVs. It gives you the ability to customize
the user journey.
It is important to note that user journeys tend to be

different for different groups of people. The norm
has always leaned towards catering to the middle of
the spectrum i.e. to keep in mind the largest group of
potential users and tailoring the experience for them.
The problem with catering to the users in the middle

segment is - you leave out large amounts of revenue
from both ends of the spectrum on the table. You will
also run into a brick wall when it comes to scaling up.
Eventually, marketers exhaust this ‘largest group’ of

customers. Then they are stuck without the ability to
move forward in a manner that does not jeopardize
the existing customer base.
Understanding User Cohorts 165

Kavya created the landing page for
Kabir’s Instant Pot. This page was
customized to cater to his largest
audience: middle-aged working
professionals.
With time, she realized that it got harder

and harder to scale within the same ideal
range of users.
However, at this point - the users that

had been showing interest from either
end of the spectrum were lost. So, she
had to restart the process of creating a
warm audience.

Customer cohorts are a method of categorizing
users based on their characteristics and
behaviors. Users are categorized based on
parameters like sign-up date, age, gender, type
of device, last login location, engagement time,
and LTV. User data collected month on month
serves as a great way of understanding your
long-term relationship with them. Customer
cohorts serve as a powerful way to understand
LTV across each cohort.
Now, that we understand what customer

cohorts are, we will move onto activating
automation tools that help you break your
target audience into cohorts and use flows to
create dynamic user journeys.
We recommend omni channel marketing tools

such as MoEngage, VwoEngage and Clevertap.
These tools sit over your website’s/app’s
framework helping you track, segment, and
engage with your users across platforms.

172
• Categorizing users on the three main
questions of marketers makes it easy
to build messaging tailored to each
cohort.
• It gives us a clear view of users that

are likely to convert and the ones that
are not.
• It shows us which users are likely to

become loyalists.
• Unlike demographic data that may not

be accessible for all users, RFM data
is easily available - making it easier for
marketers to create cohorts where no
sub-group of customers is left out.

RFM Analysis
Visualisation

This cohort is the ideal group.
It contains the ideal group of users: who have

visited the page recently, multiple times, and
made a purchase more than once.
These customers don’t require much

intervention since they are already engaged in
your user journey.
Champions 28 Mar - 26 Apr 20
1090/103997 1.05%
Recency Value 3(0-9 days ago)

Frequency Value 3(2-35 times)
Monetary Value 3(40,836)

These are customers that spend large
amounts of money on the platform and
tend to be cash cows.
Messaging:
Quantity based offers work well for these

users. So a ‘buy three get two free’ would
align your offer with their purchase
patterns and is more likely to be used.
The target with these consumers is
to bring them on to the platform more
often. Repeat visits tend to be the one
part of the customer journey with the
maximum friction for these consumers.
Can’t Lose Them 28 Mar - 26 Apr 20
1515/103997 1.46%
Recency Value 1.11(9-26 days ago)

Frequency Value 2.49(1-17 times)
Monetary Value 3(39,677)
Understanding User Cohorts

These customers tend to visit often and
make median amounts of purchases.
They have high LTV as they stay with the
same brand for a long period.
Messaging:
The goal with these consumers is to

leverage their loyalty to bring new
customers to the platform at a zero CAC.
Schemes such as ‘Invite a Friend and
receive X’ tend to work well with these
consumers, as they already advocate the
brand, and are now nudged with further
incentive to do so.
Loyal Customers 28 Mar - 26 Apr 20
2638/103997 2.54%

Monetary Value 2.65(24,751)

This cohort of customers is important because they
have similar characteristics to loyalists, but are on
the fence. Converting them into loyalists is necessary
for brands as loyalists tend to be brand ambassadors
and bring potential customers along with them. This
group is ripe for such conversion.
Messaging:
Interventions for potential loyalists tend to vary

based on the industry. One example of targeting
potential loyalists is offering loyalty programs
with value upfront. While such a scheme may be
expensive in the short run, they tend to pay off multi-
fold in the long run.
Potential 28 Mar - 26 Apr 20

Loyalist
2701/103997 2.6%


These three categories of users require special
attention as they are unclear of whether they want
the product/service. Usually, they show a trend, and
the data on the lost users gives powerful insights
on why they are leaving the platform. Making
interventions with this data is necessary to ensure
these users start converting.
Messaging:
The first step to creating interventions for these

target groups is understanding why the user left.
Solving for this solves the rest.
Needs Attention 28 Mar - 26 Apr 20
10,166/103997 9.78%


About to 28 Mar - 26 Apr 20
Sleep
19,961/103997 19.19%

Monetary Value 1.02(53)
Lost 28 Mar - 26 Apr 20
11,558/103997 11.11%
Recency Value 1(21-29 days ago)
Frequency Value 1(0-1 times)
Monetary Value 1(4)

These customers visit a lot but tend to be
buyers during discounts and sales.
Messaging:
While the obvious intervention is to

provide discounts for abandoned carts, it
is necessary to create a culture that isn’t
based purely on discounted buying.
The long term goal is to change the

user’s perception of your product from a
discretionary spend, to a requirement.
Price 28 Mar - 26 Apr 20

Sensitive
30,350/103997 29.18%

Monetary Value 1(12)

Tools like MoEngage and VwoEngage
are omni channel tools that can
communicate with the user across SMS,
in-app, on the website, and through
email - making them extremely versatile.
They can also create Flows. Much like

Facebook, Flow is a flowchart containing
the logic behind your optimization
process.
Flows have an array of different options:
• Logical and conditional operators such

as ‘if’, ‘and’, and ‘or’;
• Action attributes such as the ability
to send push notifications across
platforms; and
• Control attributes that add wait times
and take the consumer to a specific
part of the flow.

Kavya sets up a series of commands for
this event: Users that abandon carts
need to be targeted for conversions.
Commands Set 1:
If user has added to cart + Exited without

purchase [1] - Send a push notification
after a 2 hour delay [2]
[1]
[2]

Commands Set 2:
If the user clicks the push notification
within 1 hour of receiving it:
If yes, has the user purchased within 24

hours?[3] - Send “thank you” SMS [4]
If the user has not purchased,

send user to “[6]” [5]
[3]
[5] [4]

Commands Set 3:
Send email saying “Items in cart”[6]
If user has opened within 24 hours and made

purchase, send user to “[4]” [7]
If a user has opened within 24 hours but

has not made a purchase, send a push “We
are running out of stock”. If the user has not
opened the mail, stop flow.
[6]
[7]

Kavya’s Final Flow

• Dynamic product messaging/offers
to customers in different cohorts.
• Letting users know about new

product launches.
• Re-engaging with customers with

high LTV who have not purchased in
over 30 days.
• Push users to visit your brick-

and-mortar store (if any) with
geofencing-based notifications.

• Sameer is opening a new hotel in Jaipur. He has
built a list of guests who want to be notified when
the bookings are open.
• Due to some unexpected delay, the launch date
has been shifted by a week.
• He can set up this flow to inform people that the
date has been shifted.
• The flow automatically follows up with users
through various platforms, based on the user’s
behaviour.

• Kabir wants to start a simple 3 tier rewards
program to sort customers into three tiers.
• A simple flow will constantly check new customer
accounts for the number of points and sorts them
into various tiers.
• The flow can be made more complex by adding
a variable. Every time the customer crosses a
threshold of points, a mail can be sent telling
customers that they’ve entered a higher tier.
Field Match Add to List Remove from List Send Email

Customer Total Spent Reward Tier Reward Tier
Silver
100 - 299 Silver Bronze
Rewards
Update Field Gold

300 - 499 Gold Silver
Reward Tier Rewards
Platinum
500 - 899 Platinum Gold
Rewards

• Sameer’s hotels offer yoga, meditation, pottery
and various other classes for guests at specific
resort locations.
• Classes are often a profit maximizers, and can
be booked on his website prior to arriving at the
destination.
• His customers have booked out the rooms at his
upcoming resort, and he wants them to purchase
classes(at a discount) before they arrive at the
resort.
• The flow targets people that have booked classes
more than 4 times in the past and nudged them
further with a discount code.

Smart Segment Trigger
Check Field
Has booked more Sent Discount Code?
than 4 classes
No
Send Push Notiﬁcation

“Thanks for being such
a valued student -FirstName-”
Continue
Update Field On Send Send Email
Sent Discount Code? Exclusive Discount
On Send
Check Email Status On Delay Add Delay

Exclusive Discount 7 Days
Has not
Opened
Send Email
Reminder: Exclusive Discount
195
Case Study : Headspace 197
• Mention existing progress
• Clear Call to Action

Mention a key USP that you consumer may not yet
know about:
• New users may not still consciously know

what features make your app better than the
competitors.
• Reaffirming that will help users build loyalty
towards your brand.

Mention a key USP that you consumer may not
yet know about:
• New users may not still consciously know

what features make your app better than the
competitors.
• Reaffirming that will help users build loyalty
towards your brand.

• Upsell additional products to happy
customers
• Mention complementary product

advantages
• Create a sense of urgency

Ask happy users for a referral.
Reaffirm what makes you great.
Compelling offer that incentivises the referral.

• Reaffirm value proposition
• Reduce friction
• Clear Call to Action

Incentivize login or purchases:
In this scenario, Headspace is incentivising free

users to convert into paying users.

Destigmatize and offer help.

Re-engage inactive users with popular blog
posts and content that might nudge them to
get back onto the platform.

Make one last offer to win back dormant users.
The offer has negligible downside.

Email can be a powerful channel for marketing
teams. However, using it effectively can be
quite tedious and have several steps. Here
we will discuss how to automate the entire
process, end to end.
Email Lists are a powerful form of extending

customer engagement and LTV. Email lists are
most efficient when used properly. Email lists
are often underutilized by marketers who send
generic blasts. In an earlier section, we covered
how to structure effective campaigns.
Now we look into using ActiveCampaign to

automate personalized email blasts that
analyze behavioral patterns and use AI to
predict the appropriate form of messaging.
ActiveCampaign also uses Flows to automate
the optimization processes.
Email Marketing Automation 212

The easiest way to start working with
ActiveCampaign is to find the template closest
to your needs and customize it to create your
flow.
It’s a useful headstart for beginners in the

world of marketing automation.

Given below is a non exhaustive list of
stakeholders in the marketing process
Interface/product
• Product head
• Ui/UX designer
• Copywriter
• Developer
Marketing
• Marketing head
• Media buyer
• Copywriter
• Designers/video editors
• Data scientists

In the previous sections, we have covered how media
buying can be automated.
However, media buying has historically been a task

with highly quantifiable parameters, making it easy to
automate. However, the question then arises - What
about copywriting? Do creative jobs stay?
Tools like GPT-3 use machine learning algorithms,

natural language processing - to create a
contextually appropriate copy. Combined with flows,
these tools can also eventually perform A/B tests on
various parts of a user interface. They are also faster
and more efficient than human interventions and
prone to make less failure.
Data science relevant to marketing is found today on

tools like MoEngage and Mixpanel. Data scientists will
still exist - however, the barrier to entry will be much
lower.
What about writing code? Coders will still exist, but

no-code tools like web flow and Amazon Honeycode
will reduce the barrier to entry.
Most companies today have two seperate teams
- Product teams and Marketing teams
Technical team of
engineers who are
focussed on building
the product.
Brand and performance

marketers looking to
bring new audiences in
as customers.

Marketing
Ux Design Experimentation
Growth and Automation
Data Science
Growth is a multi-disciplinary, experiment based

approach to scaling products.
• Are people using your product?
• Are they using it how you expect
(i.e performing the core action)?
• Are they using it how you expect them to
(i.e performing the core action)?
- Josh Elman ,Partner - Greylock Ventures
Ex -Product Manager - Robinhood, Facebook, Twitter, Linkedin
Growth managers care about all these

questions - with a higher focus on their impact
on revenue generation.
Today, design, data science, marketing and

engineering are distinct roles, but as the lines
between these roles blur, the new age marketer
becomes a growth manager - who spreads
themselves across all these things.
They also continue to make high-level
creative strategy decisions.

A growth manager (not to be confused with a
“growth hacker”) is someone who sits between
product development and marketing. They work on
charting the company’s growth plan, and do this
by improving product - with a specific focus on
growth metrics. Typically a growth manager is an
experimenter with an understanding data driven
decision making.
A new age marketer/growth manager has to work

on the entire customer journey on a micro and
a macro level. This involves acquiring users and
understanding their behavior patterns and making
interventions. In some situations, this could include
redesigning parts of the interface and launching new
features. All of these functions are given exponential
leverage with marketing automation.

A growth manager cares about achieving the growth
plan - by improving on the product w.r.t. achieving better:
CREDITS Authors
Abhinav Arora Srinath Hariharan
(@abhinav.aurora) (@srinathhariharan)
Editor
Manvi Shah
(@itsmanvishah)
Design
Cover, Illustration & Art direction by
Sankalp Shetty (@rath3xile)
Layout by Malay Vasa (@malayvasa)
Special Thanks
Aruna Chawla
Ayushi Khurana
Elson Joy

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“Marketing automation isn’t trivial.

But when you read 102nd Floor,

Abhinav can be found obsessing over

He packages these insights and drops value

On his shows, he has hosted industry

He started out as a freelancer working remotely

Abhinav is now on a mission to build India’s

Curiosity ticks Srinath. A young starter. A quick

Srinath started his career in high school at

Over the course of his career, he has helped

Srinath is currently on a mission to build a

To solve this, we wrote the 102nd Floor which

We’ve put out some of our best knowledge in this

Happy exploring, learning, and growing!

2. Re-engineering User Lifecycle

c. Ideal Customer Journeys 79

e. Email Marketing Automation 211

He took over his dad’s kitchen appliances

How? He sets up an online storefront and

Before we begin, let’s meet our BFF’s. 2

You’ll find her working in quaint cafes

She is Kabir’s freelance

Before we begin, let’s meet our BFF’s. 3

He started with very little. Today,

He is Kabir’s biggest client, and

Before we begin, let’s meet our BFF’s. 4

The Unicorns (Swiggy, Hotstar,

Marketers need to unlearn and

Who is this book for? 6

This book helps the digital marketers of

The book will broadly cover

1. Best practices for setting up various

Who is this book for? 7

He strategized & set up: social media,

His consultant, Kavya, had suggested

The Basics : What’s Marketing? 11

1. Users that bought from him

He found these fluctuations rather

The Basics : What’s Marketing? 12

He came to us, and this is what

The Basics : What’s Marketing? 13

For instance, the tool Drift is a

Marketing automation helps

The system is great for small &

What is Marketing Automaion? 15

Automation’s merit is in doing thing

Pro-tip: Always stay on top of

Marketing Automation Misconceptions 19

Most aspects of digital marketing

It also works across all channels

Marketing Automation Misconceptions 21

A survey in 2015 by Apteco Ltd. showed

While the implementation has been

Marketing Automation Misconceptions 23

Marketing Automation is affordable

Salesforce.com set a precedent in the

With increased demand, marketing

Marketing Automation Misconceptions 25

As a marketer, you must re-engineer

What is Marketing Automation? 30

He checks his Shopify analytics every time he

He sends the same type of CTA/message to all

He gets excited every time his CPP (Cost Per

Kabir spends hours addressing every step of