Appboy Founder Mark Ghermezian Discusses Building His Mobile Marketing Company


Flatiron Investors Managing Partner Laurel Touby sat down with Mark Ghermezian, the founder of mobile marketing company Appboy. This company is one of the most innovative tech companies operating in NYC. The technology Appboy has created powers the mobile marketing of companies like Lyft, Soundcloud, Etsy, and Urban Outfitters.

Appboy allows mobile marketers to build better relationships with their customers. They built the world’s best intelligent CRM so marketers can connect human-to-human, at scale, with their customers, driving deep engagement and ROI.

Holistic user profiles offer a single view of the customer, and robust audience segmentation and advanced multi-channel messaging allow brands to use the data from those user profiles to create and automate highly personalized marketing campaigns.

Here is how VentureBeat described one Appboy customer’s experience:

One Appboy client who unleashed mobile marketing automation with its several-millions strong userbase achieved the dream of all marketers: instant ROI. Using Appboy’s mobile marketing automation platform, the client found a highlighted a set of users who were engaged in the app, but who had never purchased anything. With a targeted campaign for this segment of users, marketers convinced 2% of them to link their credit cards to their accounts, and the company realized a $100,000 revenue boost with just the first in-app message.

Hear Mark discuss how he started his company, trends in the marketing industry, hurdles in building a startup, and lessons learned in raising venture funding.

Table of Contents:

3.50 — What is mobile marketing automation?

5:10 — How the the founder was inspired to create Appboy

7:15 — Biggest lesson the founder has learned about startups

8:20 — The team

10:40 — Lessons from the fundraising process and the importance of having a big vision

15:30 — How big is your deck?

18:25 — How has the mobile landscape changed since you started?

19:25 — Thoughts on virtual reality in 2016

22:50 — What’s next for Appboy?

25:03 — What has been the biggest hurdle in creating a startup?

44:00 — How Mark defines success at his startup

Produced by Charles LaCalle.

Appboy is a Flatiron Investors portfolio company.