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What’s up everyone, today we have the pleasure of sitting down with Benoit Leggieri, Head of Growth at Livestorm.

Summary: Benoit offers a behind-the-scenes look at how Livestorm’s martech stack drives growth and personalization. At its heart is Customer.io, seamlessly integrated with tools like Amplitude, Segment, and Mutiny, creating a powerful system that delivers tailored experiences while scaling effortlessly. By leveraging data-driven workflows to address user needs with precision and automating processes like product certification, Livestorm not only boosts conversions but also deepens customer relationships. Their strategic use of gated content for complex demos further enhances engagement, showcasing a martech strategy that’s as effective as it is thoughtful.

Jump to a Section

• Livestorm’s Martech Stack Built for Personalization and Retention
• The Orchestrator and the Center of Your Martech Stack
• Crafting Revenue-Driving Workflows with Customer.io
• Enhancing Retention Through Automated Certifications
• Leveraging Lookalike Customers for Account Sourcing
• Optimizing Outbound Email Strategies Amidst Stricter Guidelines
• Turning On-Demand Webinar Leads into Conversions

About Benoit

• Benoit started his career at a B2B comms agency before joining HUB Institute, Paris’ top think tank as a Growth marketer
• He later joined an event software startup as a product marketing manager
• He was also a part time trainer at a digital marketing school in Paris
• In 2020 he joined Livestorm – the top video engagement software – as a growth manager to work CRO and after only a year he was promoted to Growth Lead and later Head of Growth where he leads a team of 3 growth managers

Livestorm’s Martech Stack Built for Personalization and Retention

Livestorm’s martech stack is a powerhouse, meticulously crafted to enhance every stage of the customer journey. They use Customer.io, Hubspot, SEMRush, and Clay and Benoit unpacks a few other elements. The stack also features Amplitude, the go-to tool for analyzing website conversion rates. Amplitude also helps identify exactly where the user experience can improve, turning insights into action.

Mutiny takes center stage for personalization. By tailoring website content to specific industries and personas, it ensures that each visitor feels like the site was made just for them. Whether it’s through social proofs or custom messaging, this tool helps Livestorm engage B2B clients on a deeper level, making every interaction count.

Segment serves as the backbone of data management. It captures user data and seamlessly distributes it across various platforms, from email marketing to in-app messaging. This orchestration guarantees that every touchpoint with the customer is personalized and relevant, driving better engagement and retention.

Benoit also gives a nod to Refiner, a key player in capturing user feedback. Whether it’s through NPS surveys or specific feedback on new features, Refiner ensures Livestorm stays in tune with its users. Integrated with Segment, it not only gathers data but triggers timely follow-ups, helping to refine the product based on real user input.

Key takeaway: A well-integrated martech stack is essential for delivering personalized experiences and driving user retention. Tools like Amplitude, Mutiny, Customerio.io and Segment work together to create a seamless journey, while Refiner ensures user feedback directly informs product improvements.

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The Orchestrator and the Center of Your Martech Stack

Benoit doesn’t hesitate when asked about the centerpiece of Livestorm’s martech stack. For him, the core has always been their marketing automation tool, Customer.io. This tool has been instrumental since Livestorm’s early days, especially when they were a small, self-serve business. Benoit attributes much of their growth to the strategic use of Customer.io, which not only automated specific messaging but also provided critical insights into the buyer’s journey. The integration with Segment further amplified its impact, allowing Livestorm to capture and utilize data points effectively, which in turn, scaled conversions and expanded their customer base.

As Livestorm grew, so did the complexity of their martech stack. Benoit mentions that as the company evolved, the data warehouse and Customer Data Platform (CDP) began playing a more significant role. Yet, despite this evolution, he remains adamant that the true orchestrator of their stack continues to be Customer.io. Its role in managing and optimizing the buyer journey is so ingrained in their operations that it remains central, even as new tools and processes are introduced.

This perspective reflects a broader trend where companies initially rely heavily on marketing automation tools as their primary orchestrator. But as they scale and gather more data, the role of CDPs and data warehouses becomes increasingly important. However, for Livestorm, the foundational importance of a tool like Customer.io cannot be overstated, especially given its ability to adapt and integrate as the company’s needs grew more complex.

The evolution of Livestorm’s stack from a single orchestrator to a more complex, data-driven system underscores the importance of flexibility and scalability in martech tools. While the CDP and data warehouse have become critical, the consistent thread has been Customer.io’s capacity to grow with them, demonstrating that even as the tech stack evolves, the initial building blocks remain crucial.

Key takeaway: The backbone of a successful martech stack often starts with a solid marketing automation tool. As a company scales, additional tools like CDPs and data warehouses become vital, but the original orchestrator, like Customer.io in Livestorm’s case, continues to play a crucial role in managing and optimizing the customer journey.

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Why Customer.io Stands Out for Livestorm

When asked about what makes Customer.io a standout tool for Livestorm, Benoit highlighted three key features that have made it indispensable to their marketing efforts.

1 – First on the list is data integration. Benoit praises the seamless connection between Customer.io and their Customer Data Platform (CDP), Segment. This integration enables Livestorm to map user events and attributes effortlessly, which in turn allows for highly personalized messaging. By leveraging this data, the team can trigger specific campaigns at the perfect moment for each user, ensuring that every message is relevant and timely.

2 – The second feature Benoit appreciates is the user experience (UX) and user interface (UI) of the platform. Onboarding new team members has been straightforward, thanks to Customer.io’s intuitive design. The visual workflow builder simplifies the process of creating and editing campaigns and emails, making it easy for the entire team to collaborate and execute strategies without unnecessary complications.

3 – Finally, Benoit highlights the segment builder as a crucial tool in their arsenal. Managing recipient lists can be a nightmare in many platforms, but Customer.io’s approach, with tags and naming conventions, makes it much easier to organize and clean up lists. This feature not only improves efficiency but also ensures that Livestorm’s campaigns reach the right audience every time.

Key takeaway: Customer.io excels in data integration, intuitive UX/UI, and efficient segment management, making it a powerful tool for personalized marketing campaigns. These features have allowed Livestorm to optimize their messaging and ensure smooth operations across their team.

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Crafting Revenue-Driving Workflows with Customer.io

Benoit shares a fascinating look at how Livestorm has leveraged Customer.io to create sophisticated workflows, particularly those focused on driving revenue. This year, the team concentrated on revenue-centric workflows, addressing challenges like incomplete subscriptions and payment issues—common hurdles in any SaaS business.

One notable experiment revolved around abandoned carts. By integrating Customer.io with their data stack, they tracked users who landed on the billing page but didn’t complete their transactions. This e-commerce-inspired approach yielded impressive results. Benoit highlights that almost 15% of users who received abandoned cart emails completed their subscriptions within a week. The key was in personalizing the messaging based on user attributes, which Customer.io handled seamlessly.

For low-engagement users, the call to action (CTA) was straightforward—help them complete the transaction. However, for high-engagement users, the CTA was more nuanced, offering additional resources and the option to speak with a sales rep. This tailored approach not only improved conversions but also deepened user engagement, showcasing the flexibility and power of Customer.io in handling complex scenarios.

Another successful initiative focused on handling payment issues. By collaborating with the finance team, Livestorm implemented a series of follow-up emails to address overdue payments. These ranged from a gentle nudge after one week to more urgent reminders at the three-week mark. What set this workflow apart was its integration with Slack, where alerts were sent to the finance team whenever a payment was completed. This not only streamlined communication but also ensured that teams were aligned and informed in real-time.

Key takeaway: Personalization and timely follow-ups are crucial for boosting revenue in SaaS businesses. By utilizing tools like Customer.io, companies can craft tailored workflows that address specific pain points, leading to improved conversions and more effective team collaboration.

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Enhancing Retention Through Automated Certifications

Benoit emphasizes the importance of activation and retention as often overlooked yet critical components of growth. He argues that by improving these areas, companies can reduce their cost of acquisition. The logic is straightforward: better activation and retention lead to higher conversions, which means less reliance on costly acquisition strategies.

One successful initiative at Livestorm involved the creation of auto-generated certifications, part of a broader project called Livestorm Learning. This cross-functional effort was designed to boost both retention and product stickiness. As Livestorm’s customer base grew, including both self-serve and sales-assisted clients, the need to ensure users fully utilized the platform became paramount.

Livestorm Learning is essentially an academy offering comprehensive training on how to get the most out of the platform. The customer success team developed a series of five modules, each aimed at educating users on best practices and maximizing their success with the platform. Upon completing the training, users were tested on their knowledge, and those who passed received an automatic certification from Livestorm.

This initiative not only improved retention but also created a sense of achievement among users. Many proudly shared their certifications on LinkedIn, which served as both a retention tool and a brand awareness booster. Benoit sees this project as a prime example of how focusing on user engagement and education can drive long-term success.

Key takeaway: Activation and retention are powerful levers for reducing acquisition costs and driving growth. Projects like Livestorm Learning, which combines user education with recognition through certifications, can significantly enhance both user engagement and brand visibility.

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How Livestorm Automated Product Certifications at Scale

Benoit faced a significant challenge: how to efficiently certify hundreds of Livestorm users without relying on manual processes. The goal was clear—create a seamless, automated certification workflow that not only saved time but also enhanced user experience.

To tackle this, the team leveraged Livestorm’s platform to host their training sessions, which allowed them to automate the next steps easily. After each session, users were automatically sent a test via Typeform, a tool they found reliable for this purpose. Typeform collected and synced user scores into a central database, eliminating the need for manual data entry. The system then calculated the average score across the five tests. If a user’s score met or exceeded the required threshold, the certification process was triggered.

The certification itself was cleverly streamlined. Benoit’s team used a Google Slides template as the basis for the certificate, inserting variables like the user’s first name, last name, and the test completion date. This template was then automatically populated, hosted on Livestorm’s platform, and sent to the user via an automated confirmation email. The process was designed to be as efficient as possible while maintaining a personalized touch.

This automated approach not only saved significant time but also ensured consistency across all certifications. Users received their certifications promptly, and the integration of these tools meant that the process was scalable, accommodating a growing number of certified users without adding to the workload.

Key takeaway: Automation can transform time-consuming processes like product certification into efficient, scalable systems. By integrating tools like Typeform and Google Slides, and automating the workflow, Benoit’s team was able to deliver personalized certifications quickly and consistently, enhancing user satisfaction and engagement.

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Leveraging Lookalike Customers for Account Sourcing

Benoit explains how Livestorm has creatively adapted their approach to account sourcing as they move upmarket and build a sales-driven strategy. While the company has traditionally thrived on inbound marketing, the shift toward outbound efforts required a more targeted approach to identifying and engaging potential customers. This led to the development of a unique workflow that leverages their existing customer base to find and source lookalike accounts.

Whenever a new customer signs up for a paid plan, Livestorm triggers a workflow that identifies five lookalike companies using a combination of tools, including Pilot, SEMrush, and Sales Navigator. The process starts by sending the new customer’s domain name to Pilot, which then uses Sales Navigator to identify similar companies based on predefined criteria. These lookalike companies are automatically added to Livestorm’s outbound database, ready for the sales team to engage.

This method not only helps in sourcing new accounts but also allows the sales team to leverage existing customer success stories. When reaching out to these lookalike companies, the sales team can reference specific use cases and quotes from current customers, adding credibility and relevance to their pitch. Benoit notes that, in some cases, these lookalike companies are already customers, which further validates the approach and strengthens the relationship with those clients.

The workflow, though complex in its orchestration, has been streamlined and automated, making it easier for the sales team to focus on high-value activities rather than manual data collection. By integrating these tools and processes, Livestorm has created a scalable and efficient system for account sourcing that aligns closely with their Ideal Customer Profile (ICP).

Key takeaway: By leveraging existing customer data and automating the identification of lookalike accounts, Livestorm has optimized their outbound efforts. This approach not only improves the efficiency of account sourcing but also enhances the effectiveness of sales outreach by using relevant, real-world success stories from similar companies.

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Optimizing Outbound Email Strategies Amidst Stricter Guidelines

With Google tightening its sender guidelines and enforcing a 0.1% spam threshold, many companies have seen their open rates plummet. Benoit and his team at Livestorm have taken a strategic approach to outbound email campaigns, emphasizing both compliance and effectiveness in this challenging environment.

One of the key steps Benoit mentions is separating email domains based on purpose. Livestorm uses different domains for sales outbound, growth outbound, and marketing activities. This segmentation helps manage email volume and keeps each domain’s reputation intact. By creating multiple profiles and senders, they ensure they never exceed daily email quotas, effectively staying “under the radar” while maintaining high deliverability.

However, Benoit stresses that success in outbound email isn’t just about managing volumes—it’s about quality. His team prioritizes context-rich, value-driven emails that resonate with recipients. This focus on quality helps them avoid being flagged as spam, even when sending out large volumes of emails. Their approach starts with targeting first-degree connections, including lookalike companies, former customers, and individuals who recently changed companies but were previous customers of Livestorm.

To enhance the relevance of their outreach, Benoit’s team also leverages intent signals. They specifically target companies that are actively running marketing campaigns, such as advertising or promoting webinars. This allows them to tailor their emails with personalized insights, like feedback on the advertising or a direct comparison with competitors’ platforms. By focusing on companies that are already engaged in relevant activities, Livestorm ensures their emails provide immediate value, increasing the likelihood of positive responses.

Key takeaway: In a landscape where email deliverability is increasingly challenging, separating domains and focusing on quality over quantity are essential strategies. By targeting engaged companies and leveraging strong data points, Benoit’s team at Livestorm effectively navigates strict guidelines while maintaining high email performance.

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Navigating Growth Prioritization in a Small Team

When asked about managing growth experiments within a small team, Benoit highlights how being a lean group has its advantages. With only four members, including himself, Livestorm’s growth team can remain agile, allowing input from all corners of the company. Whether it’s the CEO or someone from customer success, every team member is encouraged to share their insights and ideas, contributing to a dynamic backlog of growth opportunities.

However, having a wealth of ideas isn’t without its challenges. Benoit explains that their backlog is extensive and constantly evolving, requiring a disciplined approach to prioritization. To manage this, the team ranks ideas by aligning them with both their growth objectives and the broader company goals. This ensures that they focus on what truly matters, rather than getting sidetracked by every interesting idea that comes their way.

To make decisions, Benoit and his team score each idea based on several factors: potential impact on conversion rates, expected revenue generation, and the time required to execute. By systematically evaluating each hypothesis, they can determine which experiments are worth pursuing. This methodical approach helps them stay on track, even as new ideas continuously flow in.

Despite the challenges of managing a dense backlog, Benoit emphasizes the importance of staying true to their core objectives. By filtering ideas through the lens of their main goals, they ensure that their efforts remain focused and effective. This process allows them to test and validate new hypotheses without losing sight of their primary targets.

Key takeaway: For small teams, prioritizing growth experiments requires a structured approach. By scoring ideas based on their potential impact and alignment with core objectives, Benoit’s team at Livestorm ensures that they focus on the most promising opportunities, maintaining agility while driving meaningful growth.

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Learning from Wins and Losses in Growth Campaigns

When asked about successes and challenges, Benoit candidly shares both sides of the coin. He starts with a lesson learned from an ambitious campaign aimed at converting monthly customers to annual plans. The concept was solid—targeting the most active monthly users with an offer to switch to a yearly subscription. However, the execution fell short due to a lack of strict criteria in the list definition. The result? Some dormant accounts, still on monthly plans but no longer actively using the platform, were included in the campaign. Instead of converting to annual plans, these customers chose to churn when presented with the offer.

This misstep was a tough lesson for Benoit and his team, but it was quickly addressed. They refined their targeting approach to ensure only engaged users received similar offers in the future, turning a failed attempt into a valuable learning experience.

On the flip side, Benoit highlights a significant win with website personalization, particularly through the use of Mutiny. A simple but impactful experiment involved adjusting the logos displayed on Livestorm’s homepage based on the visitor’s location. Initially, the homepage showcased logos of European companies, which made sense for their primarily European audience. However, Benoit hypothesized that tailoring the logos for U.S. visitors could improve conversion rates.

The results were impressive—a 30% increase in signups from U.S. visitors, simply by swapping out a few logos. Encouraged by this success, the team extended this personalization strategy to other regions, including the DACH region, the Nordics, and the UK. These localized adjustments continue to drive positive outcomes, proving that even small tweaks can lead to substantial improvements.

Key takeaway: Success in growth often comes from learning quickly from failures and doubling down on simple, effective strategies. By refining their approach to targeting and leveraging website personalization, Benoit’s team has seen tangible results, turning challenges into opportunities for continued growth.

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Personalizing Social Proof with Reverse IP and Mutiny

Benoit delves into how Livestorm is using personalization to enhance the relevance of their messaging, particularly by leveraging reverse IP lookup tools like Clearbit, integrated with Mutiny. This setup allows them to segment visitors based on factors such as industry, location, and company size. Additionally, by connecting their CRM, they can identify if a company is already in their sales pipeline, enabling even more tailored content on their website.

The technical aspect of this process is solid. With the right data and tools, Livestorm can craft segments that deliver industry-specific messaging. However, Benoit points out that the real challenge lies in the messaging itself. It’s not just about showing a relevant logo or case study; it’s about understanding the unique motivations behind each industry’s use of webinars. For instance, while marketing teams might use webinars primarily for lead generation, healthcare professionals often use them for training or forming partnerships. This nuanced understanding is crucial for crafting messages that resonate.

Benoit admits that this is a work in progress. The team is continuously exploring how users from different industries interact with webinars, aiming to refine their approach. The goal is to not only present relevant social proof but to align it with the specific needs and goals of each industry segment. It’s a balancing act between technology and creativity, and while they’ve made significant strides, there’s always more to learn and optimize.

Key takeaway: Personalization is most effective when it goes beyond surface-level segmentation. While tools like reverse IP lookup and Mutiny can help target the right audience, the key to success lies in understanding and addressing the unique needs of each industry segment. Tailoring messaging to reflect these nuances can significantly enhance engagement and conversion.

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Turning On-Demand Webinar Leads into Conversions

Benoit shares how Livestorm strategically utilizes gated on-demand webinars to generate leads and convert them into potential customers. By simply asking for an email in exchange for access to these webinars, Livestorm is able to capture a significant number of interested users. However, the process doesn’t end there—this is just the beginning of a carefully crafted workflow designed to nurture these leads and guide them toward becoming paying customers.

Livestorm has been hosting weekly live product demos on their platform since the company’s inception. These sessions attract 30 to 40 attendees each week, primarily those who prefer not to engage directly with salespeople. The goal here is to close customers faster through the self-serve motion, making the process as frictionless as possible. To manage and optimize these leads, Livestorm relies on MadKudu, a lead scoring platform that evaluates the quality of leads based on their email domains. This scoring helps determine whether the lead matches their ideal customer profile, guiding the next steps in the workflow.

Once leads are scored, they are funneled into Livestorm’s email marketing automation platform. Given that the on-demand webinar is a bottom-of-funnel touchpoint, these leads typically receive targeted content such as feature highlights, use cases, and customer testimonials. The idea is to reinforce the value of the platform, showcasing how it can solve specific problems or meet particular needs. By delivering this value-driven content, Livestorm effectively nurtures these leads, increasing the likelihood of conversion.

This workflow, from capturing emails to delivering personalized content, illustrates how Livestorm balances automation with thoughtful engagement. It’s a strategy that doesn’t just capture interest but actively works to turn that interest into action.

Key takeaway: Gated content, like on-demand webinars, can be a powerful tool for lead generation. By integrating lead scoring and targeted nurturing campaigns, Livestorm ensures that each lead receives the right content at the right time, significantly boosting conversion rates and accelerating the sales process.

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Gated vs. Ungated Webinars: Maximizing Product Showcase

When asked about the decision to use gated webinars, Benoit explains that Livestorm’s approach is all about showcasing the full value of their platform. By requiring users to sign up before accessing their webinars, Livestorm not only captures valuable leads but also ensures that potential customers experience the platform’s features firsthand.

Once inside the Livestorm room, users can engage with the product in a meaningful way. They can participate in polls, ask questions, and explore different functionalities, giving them a comprehensive understanding of what Livestorm offers. This interactivity is a key reason why the gated experience has proven more effective for Livestorm. Benoit notes that they’ve tested ungated versions of webinars, particularly shorter demos designed for free users, but these didn’t offer the same depth of engagement. For complex features and detailed demonstrations, the gated format consistently delivers better results.

The gated approach also aligns with Livestorm’s goal of demonstrating the platform’s capabilities in real-time. By creating a scenario where users actively interact with the product, Livestorm provides a more compelling and convincing demonstration of its value. This hands-on experience is something that a simple ungated video can’t replicate, making the gated webinars a more powerful tool for converting leads.

Benoit acknowledges that while ungated content has its place, especially for simpler, top-of-funnel content, the more interactive, gated sessions are crucial for showcasing Livestorm’s full potential. It’s not just about capturing an email; it’s about ensuring that users leave the webinar with a clear understanding of how Livestorm can meet their needs.

Key takeaway: Gated webinars offer a more immersive and interactive experience, allowing potential customers to fully engage with your product. For complex features and in-depth demonstrations, this approach can be more effective in driving conversions, as it provides users with a hands-on understanding of the product’s value.

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Finding Balance Between Career and Personal Life

When asked about balancing a successful career with personal happiness, Benoit reflects on his love for soccer and how it parallels his professional journey. He spent 15 years playing soccer, a passion that brought him immense joy, not just because of the sport itself, but because of the camaraderie, teamwork, and shared goals that came with it. For Benoit, these same principles apply to his career.

He likens the satisfaction he found in soccer to the fulfillment he gets from working closely with his team toward a common objective. Just as a good soccer coach challenges and supports their players, Benoit values the guidance and feedback he receives from his manager and CEO. This dynamic helps him stay grounded and continuously improve in his role. It’s about being pushed to perform better while also knowing you have the backing of your team and leadership.

Family also plays a crucial role in Benoit’s sense of balance. He acknowledges the support of his wife and children, who cheer him on from the sidelines, much like fans do in a soccer match. This support system at home allows him to maintain perspective and ensures that his professional challenges don’t overshadow his personal happiness.

Benoit’s approach to balancing work and life is simple yet effective: stay connected with your team, embrace constructive challenges, and lean on the support of family. This combination, he believes, is key to sustaining both success and happiness in his career.

Key takeaway: Achieving balance between career and personal life comes down to teamwork, both at work and at home. By embracing challenges and valuing the support of others, Benoit finds fulfillment in his professional journey while maintaining happiness in his personal life.

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Episode Recap

Livestorm’s martech strategy is a textbook example of how to build a cohesive, high-impact stack that drives both personalization and growth. At its core is Customer.io, a marketing automation platform that seamlessly integrates with tools like Amplitude, Segment, and Mutiny. This integration allows Livestorm to tailor every user’s experience while keeping their processes efficient and scalable. Even as they’ve grown and added more complex systems like CDPs and data warehouses, Customer.io remains the linchpin, ensuring that their customer journeys are consistently optimized.

But Livestorm doesn’t just stop at automation. They excel at translating data into action. By leveraging Customer.io, they’ve crafted Revenue-Driving workflows that address specific user pain points with precise, personalized content. This approach not only enhances the user experience but directly boosts conversion rates. Their outbound strategies are similarly refined, using lookalike customer data to ensure every outreach is relevant and grounded in real-world success.

Automation also plays a critical role in their strategy, particularly in scaling processes like product certification. By automating certifications through tools like Typeform and Google Slides, Livestorm has turned a potentially tedious task into a streamlined system that enhances user engagement and brand credibility.

Moreover, their approach to content gating is carefully considered. For more complex product demonstrations, they’ve found that gated webinars provide a deeper, more interactive experience for users, ultimately leading to higher conversion rates. It’s this focus on quality and personalization, coupled with smart automation, that keeps Livestorm ahead of the curve.

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Intro music by Wowa via Unminus
Cover art created with Midjourney (check out how)

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