Heap + Autopilot: It's never been this easy to understand your entire customer journey

autopilot in Autopilot software on 3rd of Oct 2017

You’ve got a heap of customer data in Autopilot. Behind the scenes we collect data about every customer engagement—emails clicked, forms submitted and journeys entered, to name a few. Last week we introduced Activity Streams, an easy way for you to push this data to a custom endpoint or analytics tool.

Today, I’m thrilled to announce Heap as a new built-in Autopilot Activity Stream. Heap allows you to aggregate, organize, and visualize all of your business data in one place. By streaming your Autopilot data to Heap you’ll instantly gain the visibility you need to make data-driven decisions across the entire customer journey.

In addition to the Activity Stream, I’m also excited to announce the Heap Event trigger. This trigger allows you to easily add people to journeys in Autopilot when they perform an event that you’re tracking in Heap. We’ve worked closely with the team at Heap, as well as a select group of customers (including Microsoft) that requested early access, to make this integration something special. Read on to find out how it can help you make better marketing decisions and create better customer journeys.

How to use the Heap Activity Stream

Step one is to connect the Heap Activity Stream. The next step is using this data to learn how your Autopilot journeys are impacting customer conversion, activation, and retention. In Heap you can query your Autopilot customer activity against user behavior data from your website or app as well as other sources that Heap supports, like Stripe and Optimizely.

The Heap funnel feature allows you to visualize conversion rates in a multi-step process. You can then use filters to easily compare user segments and pinpoint drop off. Here are three examples of the types of questions you’ll be able to answer:

1. Which journeys have the biggest impact on paid conversions?

Set up this funnel:


To produce the following report:


From this report, you can easily see that changes in your Lead Nurture B journey are working. You can confidently send more users into Lead Nurture B and know that it will result in more future paying customers.

2. What email content has the biggest impact on paid conversions?

Similar to understanding which journeys are performing, you can determine which emails are driving paying customers. Set up this funnel:


To produce the following report:


From this report, you can see which piece of content brought in the most sales. This can help you uncover the types of content your audience responds to the best and help you develop future high-converting content.

3. Which initial UTM sources drive the most new leads?

This final example utilizes data pulled from Autopilot, your app, and other demand generation channels such as Facebook, Google, and LinkedIn. Set up this funnel:

utm funnel

To produce the following report:

utm report

From this report, you can see that Google drives the most free trial users by volume, but Facebook is rocking the highest conversion rate. This data can help you make adjustments to your paid acquisition strategy. Perhaps reallocate budget from LinkedIn to Google and Facebook? Amp up Facebook ad spend? Or replicate Facebook copy in Google ads?

These are only a few of the many ways you can slice, dice, and visualize your Autopilot data using Heap.

How to use the Heap Event trigger

Last but not least is the Heap Event trigger. It makes it dead simple to add contacts to Autopilot journeys when they perform an event that you’re tracking in Heap. Combining this trigger with Autopilot’s growing number of actions opens up all kinds of possibilities, such as lead nurturing, customer onboarding and lead scoring.

In the example below, a “signup” Heap event triggers the journey. Once a user signs up, Autopilot sends a welcome email and Slack notification to your team.


What will you discover with Heap + Autopilot?

We marketers have questions. Which campaigns are driving revenue? How many touch points lead to a conversion? Which messages are impacting user activation? We ask them to find out what’s working, what’s not, and how we can do things better the next time around.

Streaming your Autopilot data to Heap is a simple way to answer your burning marketing questions. And it’ll ultimately help you make the decisions necessary to create a better customer experience. Heap heap hooray!

How do you plan to use the new Heap Activity Stream and Heap event trigger? Let us know in the comments below.

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