Gaming ICP

Question 1

Name 3 value drivers

Answer 1

1. Activate/convert new users 2.Retain/expand exisiting users 3. Run the right campaigns

Question 2

Name 3 buyer personas

Answer 2

1. The CRM Marketer 2. The Product Manager 3. The Head of Growth

Question 3

Who is the CRM Marketer and what do they care about?

Answer 3

Title: Digital, CRM, Retention, Lifecycle, Engagement

• Focused on retention and engagement
• Leverages data to power personalization
• Usually has to rely on developers to query databases to perform basic segmentation and targeting

Top attributes for mobile engagement:
Decision Makers (VP & above)
- Strong A/B testing & analytics capabilities
- Support for a wide range of messaging channels
Influencers (Directors & below)
- Integrates well
- Scalable & reliable

Question 4

Who is the Product Manager and what do they care about?

Answer 4

Titles: Product Manager, Mobile Product, Head of Product. CRO (Conversion Rate Optimization) Specialist
- Focused on Product optimization
- Is often technical and could be end user
- Often interested in A/B testing, data capture, UI/UX
Top attributes for a mobile engagement:
Decision Makers (VP & above)
- Ease of use
Influencers (Directors & below)
- Scalable & reliable

Question 5

Who is the Head of Growth and what do they care about?

Answer 5

Titles: Growth, Head of Mobile, Head of Digital
Initially focused on Acquisition, this role has evolved into retention as well
Understands the end to end marketing technology stack, from top of funnel to bottom. Understands the importance of investing in retention and bottom of funnel
Top attributes for mobile engagement:
same as CRM Marketer, see above

Question 6

What questions would you ask on a discovery call?

Answer 6

How are you currently activating new users?
How are you currently retaining players post installation?
In terms of monthly activate users, what’s the breakdown by web, app?
In terms of app framework, are your apps build natively or via compiler like react native?
How you given thought on when you would like to have a new tool implemented?

Question 7

What is Leanplum and what can it offer? Introduction prompter

Answer 7

Leanplum is a modern multi-channel engagement tool for app-first brands. Particularly for gaming, it is the one-stop-shop for full player management insights to drive retention and boost revenue.

Question 8

Name some of our attribution technology partners

Answer 8

adjust, AppsFlyer, branch, movable ink,

Question 9

Name some of our Analytics technology partners

Answer 9

Amplitude, mixpanel, segment

Question 10

Name some CDP partners

Answer 10

mparticle, telium

Question 11

“Send me information”

Answer 11

We have several items we could send you. What information are you interested in receiving?

What does this information solve for you and what happens next?

Question 12

“I don’t have time to talk”

Answer 12

No matter what always say this: That’s exactly why I am calling. We can help you with that.

With what? More time and value.

Clarify – Let me help you get back to what has your attention. Can I set up time to reconnect?

What is this about?

Call me Friday:
I have you down for Friday. What time will that be?
Great, and how will you know to expect my call?
I could send you a reminder? Whats your email?
Is there anything top of mind that might prevent us from connecting this Friday? Great to hear. Thank you again.

Question 13

“All Set”

Answer 13

Clarify – You must have a great current solution in place. What is it and how is it working for you?

Value - How familiar are you with Leanplum?

Ask a question – to bring them back to the issue
What’s one thing that could make it better?
How would it benefit you to get that taken care of?

Question 14

“You cant help me”

Answer 14

Clarify – I want to make sure you have good insights. How did you reach this conclusion?

Have you ever had a needs assessment with our Sales Team?

Value - How familiar are you with Leanplum?

Ask a question – to bring them back to the issue
Here’s a magic wand. There are no budget or technology constraints. What do you need your solution to do?
How would it benefit you to get that taken care of?

Question 15

“We already have a tool in place (either that we built or bought).

Answer 15

Congratulations. Many companies are still trying to figure it out.

What I heard is that you experiencing these pain points..(redirect to negative consequences)
(For in-house only) How do you manage scaling? How do you ensure cost efficiencies?

Our world class Customer Success team is available to provide training and guidance
We agreed these are the positive business outcomes you’re looking to achieve. How does your current tool enable you to achieve these objectives?

Question 16

“You’re the more expensive solution.”

Answer 16

What does expensive mean?
How did you measure the ROI? (because an SDR would likely see they never had an open opportunity)
Cost is a variable based on many things. We do not mind investing our time in you to validate your assumption.

What’s the value of achieving your positive business outcomes?
Our customer team has a variety of approaches that could help you with the budgeting process. Let’s first figure out if we have a good fit.
Start NEAT

Question 17

“We don’t have the resources or maturity level.”

Answer 17

We’ve worked with companies of every size with teams of all sizes and experiences. Let us share some go-to-market plans that others have found useful and then lets go from there.
There’s a give and a get for every strategic decision - if you aren’t getting, you are giving. What are you giving up right now?
What do you need to get?
Our award-winning, global support team will help you with any technical questions
Engineers are not required (post-implementation)

Question 18

“I’ve heard service reliability is an issue.”

Answer 18

We would not have some of the biggest brands in the world as customers if our service was not reliable
Let us take the time to show you how we have risen to the challenge with examples such as Customer Advocacy, Compliance, and Security certifications (and more)

Question 19

I have heard about Leanplum. . .what is this about?

Answer 19

OK great, what have you heard? How about this? You give me the next 20 seconds to give you my best dog and pony show on what we do and why I thought it might be good for you and your team at X.
At the end of the 20 seconds, you tell me whether it makes sense to continue the conversation from there. How does that sound?

Question 20

I haven’t heard about Leanplum. Can you send me an email?

Answer 20

Can I level with you? (Pattern interrupt) Off record, I’ve been hearing send me an email from a lot of people recently, and I’m getting the feeling that’s just your polite way of saying go away you an annoying sales rep? Did I get that right? (Elephant in the room) . . .I get it, I say the same when I get cold-called out of the blue. How about this?

Question 21

What are 3 probing questions you would ask gaming ICP?

Answer 21

How are you activating your new players?
What kind of data are you capturing on your players?
How are you retaining those active users?
What kinds of campaigns do you run?

Question 22

What are 3 questions you should anticipate?

Answer 22

How much does this cost?
Can you set-up a demo?
What is Leanplum’s differentiating factor for gaming? Combine marketing and liveops for full player management, A/B testing on the UX and UI side and for messaging