1484746 - CRM/Email Marketing Request: MDN Revenue

Status: NEW

(Marketing :: Email, task)

Description

[ali spivak]

>> Mozilla Team/Department
Developer Outreach
>> What kind of relationships are you looking to develop?
We are enabeling paid subscriptions (and eventually memberships) for MDN and want to be able to get people who give us $ into Salesforce. 
>> How will you nurture these relationships?
Dedicated email, newsletter, and membership accounts.
>> Do you currently have a way to solve for this?
We are using Stripe, which has Salesforce integration capabilities
>> What are the pain points in the current process?
it's a totally new process.
>> What are the perceived benefits to changing the process?
Ability to build stronger relationships withg people who are willing to pay for MDN content and new membership perks.
>> How large is the data set?
Unknown at this point. We have 12 million monthly users on MDN, so if event 1% sign up for subscriptions we're looking at a fairly large number. 
>> How many people on your team need access or training?
For now; Ali Spivak, Kadir Topal, and the agency we are using for implementation (Potato)
>> How will success be measured?
This is part of the top line KPI #3 for Mozilla. 

For this project's success factors we have multiple variables:
Top level CTR:  Recommended Criteria for determining campaign success: >.2%/impression
Clicks to Paywall including Abandoned Cart: >.02%/top level impression (pending confirmation from marketing based on their target KPIs for promotion success.)
Dismiss Rate:  <.1%/impression More people want it than don’t  (if dismiss option is available
>> What is the risk to not doing this?
We won't have people who pay for MDN in Salesforce to enable us to build on that relationship.
>> What's the timeline for launch?
End of September.
>> Any other info we should know?
Payment system requirements: https://docs.google.com/document/d/159LePrHKi-Bjd2h7rjL0COX88RP_yTusyNWnHjlxNo8/edit#

Comment 1

[Jessilyn Davis]

Thanks for meeting yesterday, Ali!

Notes from our meeting are here:
https://docs.google.com/document/d/1KzMSkAjL_ZB74Ov1uK3anO7bFpw7k8CAvUK59R6nqtE/edit#heading=h.r928l3fo8miu

Next steps:

* Andrew to send Ali (via this bug) information on the current Stripe + Salesforce integration, including: our required fields, available fields, best practices and lessons learned

* Ali to add Andrew & Jess as optional attendees with mtgs with Potatoe for context/updates on project

* Andrew & Jess to scope project work during next sprint planning days (Aug 29-31)

* Jess to keep Ali updated on when we're able to prioritize this work into an upcoming sprint.

Comment 2

[Jessilyn Davis]

Pulling our email convo out of our inboxes and into the bug.

Steph is pulling together Stripe documentation today and will add it here once it's ready.  Thanks, Steph!

Comment 3

[stephaniev]

Here is a doc that contains Stripe Radar rules the Foundation has setup, info on Stripe disputes, the fields we are mapping from Stripe to SFDC and common support questions we get around transaction and how the Foundation responds: https://docs.google.com/document/d/1kWPtpvW_B6V7D4s3_M06xOnoSJPm4-BI2nFItYpfjIQ/edit?usp=sharing


I would encourage you to reach out the Pmac to discuss Basket’s role as it verifies the email address is in SFDC and adds the Opportunity (donation). If the email address doesn’t exist, Basket creates a new Contact and then adds the Opportunity.

Also reach out to Chris de Carios, who has been our main developer resource for the Foundation's form and connecting Stripe webhooks to Basket. He was also part of the team that initially stood up our Stripe account.