Leave a comment
Get the GH Bookmarklet

AMAs

Amy is Head of Marketing and Partnerships at FullStory, where she and her team focus on building a lovable brand and evangelizing the importance of a customer-first approach to business and marketing. 

Amy started her career in public relations and grassroots marketing for non-profit organizations like the Center for Puppetry Arts and the Atlanta Rollergirls. In 2008 she joined the MailChimp team and fell in love with startups. She spent six years there leading partnerships and integrations before relocating (briefly) to Seattle. In 2015 Amy returned to Atlanta to join the FullStory team.

In addition to brand building and startup marketing, Amy is passionate about British mystery series, parenting, restaurants with puns in their names, and crossword puzzles.

FullStory is a customer experience platform that captures and indexes every click, swipe, and scroll of a customer's visit to your website or application. Through a combination of session playback, smart frustration detection, and search-sensitive analytics, FullStory makes it easy for anyone in an organization to understand where (and more importantly why) customers are struggling as they use your site.

FullStory is growing quickly. If you're interested in joining the team, check out our open job listings - https://www.fullstory.com/jobs

Learn more about customer experience on the FullStory blog - https://blog.fullstory.com/

Amy will be live on Oct 17 starting at 930 AM PT for one and a half hours during which she will answer as many questions as possible.

To add this event to your Gcal, click here.

  • AL

    Arsene Lavaux

    3 days ago #

    Bonjour Amy,

    Thanks for doing this AMA.
    Here are a couple of questions for you.

    1) What is your favorite British mystery series?
    2) How do you go about discovering aha moments in customer flows?

    Merci beaucoup!

    • AE

      Amy Ellis

      2 days ago #

      Bonjour!

      I'll answer these in order.

      1) My all-time favorite British Mystery Series is the Miss Marple series by Agatha Christie. Recently on Netflix I've been enjoying Father Brown. I have also veered outside of British specific series lately with a Canadian series by Louise Penny about Inspector Armand Gamache.

    • AE

      Amy Ellis

      2 days ago #

      2) Well, this is going to sound like a plug but I promise I'm being honest. We of course use FullStory here at FullStory and that's truly what we use to understand aha moments and how many users are hitting them, what their experience is like etc.

      What that means in marketing is that we might zero-in on a particular landing page or on a particular type of visitor (e.g. people who signed up for trial) and then watch their sessions to see what their journey on our site was like: what pages they visited, where they scrolled, highlighted text, etc. etc. That gives us a really helpful sense of what's resonating.

      FullStory also allows us to get the entire picture of a customer's visit, including what utm parameters or referrers were captured, which gives us great context and helps us build out customer journey maps, understand use-cases etc.

      We do also talk with our customers quite a bit for a variety of reasons including aiming to understand JTBD which helps give insight into aha moments as well.

      5 Share
  • TN

    Tri Nguyen

    3 days ago #

    Hi Amy
    What lessons did you learn from your time at MailChimp that have translated well into your role at FullStory?
    On the flip side, what from your previous role hasn't translated (or as well as you expected to)?

    • AE

      Amy Ellis

      2 days ago #

      Hi Tri!

      Let me see if I can answer this quickly before 1:30 :)

      I learned really so much during my time at MailChimp. One of the biggest lessons is that in building a brand it is ok (and even important) to focus on tactics that just build your brand and brand awareness, even when they aren't measurable or won't translate directly into trials. If you focus only on activities that will directly result in trials or leads or event visitors, you might fail to do the things that will, over time, result in you having built a lovable brand.

  • MD

    Mark Anthony de Jesus

    3 days ago #

    Hey Amy
    I noticed you'll have an API
    a. Can you talk about how APIs are fueling your growth?
    b. What's the coolest/most unexpected way you've seen someone use the FS API?

    • AE

      Amy Ellis

      2 days ago #

      Hi!

      Yes we do have an API (actually technically we have 2). I really love APIs and I think they're such a great strategy. Since we have an open API we find that not only is it relatively easy for us to build integrations with other tools but most importantly it empowers other people, customers, individual users etc. to build what they need and, in turn, make that available to others. That's how your ecosystem starts to grow organically and exponentially. Then those integrations in and of themselves are channels for discovering your product and all you did was build something cool (an API).

      3 Share
  • DH

    Dani Hart

    2 days ago #

    Hey Amy - so excited to have you here!

    What is FullStory's North Star Metric?
    How have you managed to rally & align the team around this key metric?

  • TM

    Ty Magnin

    3 days ago #

    Hey Amy!

    What are the biggest challenges you've run into as you build and scale your marketing team from 1 to however many at FullStory?

    • AE

      Amy Ellis

      2 days ago #

      With teams in general I think the challenge is always to figure out what you're going to focus on and what you're not going to do. To balance progress across your main goals as a marketing team and to do the best things rather than the things you thought of most recently.

      FullStory has a very flat structure on purpose. As we grow we're looking for ways that we can stay coordinated as an organization but still encourage autonomy and leadership in every employee.

      As a company we work in OKR cycles (something our cofounders learned from their time at Google) to help coordinate work across the company and improve visibility and transparency.

      As a team we're organized into 'verticals' (mini-teams with more specific focuses like brand awareness or driving trials) as a way to ensure the team works well, balances focus across a handful of higher level goals, and still prioritize autonomy and a horizontal structure rather than more traditional management focus.

      5 Share
  • AA

    Anuj Adhiya

    3 days ago #

    So cool to finally have you on, Amy!
    a. You started your career in PR. What role has PR played in FullStory's growth so far?
    b. On a related note, do you have a rule of thumb as to what the trigger should be for a startup to start focusing on PR?

    • AE

      Amy Ellis

      2 days ago #

      Hi Anuj!

      I'll start with your first question. To be honest we're only just starting to experiment with PR-specific efforts. In my time in the tech industry I've never actually done PR specific work. The most valuable thing I learned from my PR background, both in school and in my first job, was how to write well and organize information (inverted pyramid).

      Actually now that I think about it, working in PR does also help set one up for a more customer-centered marketing approach in that in PR work you have to think always from the reporter's perspective and their readers. It really doesn't matter if you have something you think is great that you want to promote. You have to discern what about that matters to readers or viewers because that's what the reporter cares about.

    • AE

      Amy Ellis

      2 days ago #

      In terms of a rule of thumb for when to focus on PR, I think generally you want to think about who your audience is and where they spend time and then the tactics you choose should reflect that. So, if your audience spends a lot of time reading industry trades of some sort or looking for ideas or guidance then PR focused on that outlets could be a great way to reach them. The trick though, as I mentioned in my first answer, is that you really need to have something unique and valuable to say. Doing that authentically takes time and dedication. So if you do focus on PR you'll want to be able to really focus on it. Otherwise you won't get a good read on whether it can actually be effective.

      2 Share
  • JP

    John Phamvan

    3 days ago #

    Hi Amy,

    What tools are you using at FullStory for experimentation & analytics right now (other than FS, obviously)? Where does your data live?

    What collaboration tools does the team use?

    Thanks!
    John

  • GH

    Glen Harper

    3 days ago #

    Thank you for joining us today, Amy.
    a. What characteristics does a qualified lead for FullStory have?
    b. What acquisition channel(s) is/are working best for acquiring such leads currently?

  • JD

    James Dunn

    2 days ago #

    Hi Amy
    FS is not the only user session recording/playback tool - and it wasn't even the first.
    What is it about FS that you think makes the case over all the others?

    • AE

      Amy Ellis

      2 days ago #

      Well obviously I can't not answer this one!

      There are so many things that come to mind about how different and exceedingly superior FullStory is to other session playback tools. For starters, FullStory works as expected. The playback is, as we say, 'pixel perfect' meaning that it is an accurate representation of what the customer saw during their visit. And we work with single-page apps built on a variety of javascript frameworks including REACT and AngularJS. The point I'm making is that regardless of even the feature set available across other tools, many fail to deliver on just the basic playback promise.

      And while other tools offer session recording/playback and maybe even some filtering, FullStory captures everything and indexes it, making every customer interaction (and how many other people have done it) discoverable through our search functionality (OmniSearch). This is important because what you want to know about your customer experience is always changing and you can't watch every session. So, you need to be able to quickly find the sessions that matter, whether that's based on specific page visits or actions you care about, or whether that's based on signs of frustration (like Rage Clicks, Error Clicks, Dead Clicks, Form Abandonment etc.).

      Honestly there's a lot more and I could go on and on (I haven't even started to talk about search-sensitive analytics) but I think this is a good start. If you have more questions hit us up over at FullStory or @fullstory on Twitter.

  • SK

    S Kodial

    2 days ago #

    What is FullStory's biggest growth challenge right now? How are you tackling it right?

  • LC

    Lingling Chen

    2 days ago #

    Hi Amy, so glad to have you here! May I ask what made you decide to join FullStory? What are the things we should evaluate of the startup before joining (startups are very exciting but also pretty risky)?

  • AE

    Amy Ellis

    2 days ago #

    Ok guys I'm going to have to head out. Thanks to everyone that asked questions! I'm sorry I wasn't able to answer all of them. As I have time this week I'll try to grab as many more questions as I can and answer them. Hope everyone has a great day!

  • JF

    Javier Feldman

    2 days ago #

    Hola, Amy
    A follow up question on a-ha moments. What is FullStory's aha moment?
    What actions/steps have you optimized for to get trialers to this moment as quickly as possible?

  • JM

    Jess Morrell

    2 days ago #

    Hi Amy,

    With your focus on building a loveable brand, I'd love to know more about your customer-first approach to unpaid marketing.

    What have you found successful when working with affiliate partnerships?
    For start ups, it's natural to focus on increasing brand awareness v engaging current users - have you found the prioritisation of one can often lead to the other?
    What emphasis do you place on building social media presence and employing it as a tool for partnerships?

  • DO

    Danielle Olivas

    2 days ago #

    Hi Amy
    Have you'll experimented with demos for trialers?
    If yes, why did you'll do away with it? If not, why not?
    I'm interested in finding out what it is about the trial experience that allows for users to grasp the value of FS without any demo-led guidance/hand holding?

    • AE

      Amy Ellis

      2 days ago #

      Hi Danielle - We have experimented with proactively offering demos in the past and found that most people weren't really wanting to get on a demo during their trial. But, we did find that people often had questions they were interested in asking once a human connection was made. Our overall insight from that experience was that some users are going to quickly 'get' FullStory without any help, others may need some help or guidance, but don't necessarily want that to come from a demo. This was a great confirmation of our existing belief that we don't want that 'aha moment' to require a demo or phone call. So, we continue to focus on how we can use the product itself to make the value of FullStory self-evident.

  • PD

    Porus Daruvala

    2 days ago #

    Hi Amy
    Can you talk about an experiment that was a really big win or led to some breakthrough insights?

    • AE

      Amy Ellis

      2 days ago #

      Early on we did some experimentation on our outbound email approach that was pretty fun and interesting.

      Before landing on the version referenced in the blog post above we tested more direct subject lines, eventually landing on the more mysterious and intriguing "Magic Goggles" (we use variations on that now).

      We built a Chrome extension that allowed us to create a basic FullStory recording of our own visit to a business's site. Then we'd send a link to that playback to the person with whom we were hoping to connect. We did some experimentation around the best way to relay that video. We tried just a link vs. a linked screenshot of their site. Then we experimented with creating gifs from the playback and including those. The gifs performed the best actually but were slow to build so we landed using a screenshot from the playback (which linked to the actual playback of their site).

      4 Share

Join over 70,000 growth pros from companies like Uber, Pinterest & Twitter

Get Weekly Top Posts
High five! You’re in.
SHARE
48
48