October 2023 Bonfire Marketer of the Month: BLOX’s Daniel Ramirez
Each month, Braze selects one individual as our Marketer of the Month in order to celebrate the exceptional work being done by members of our Braze Bonfire community. Whether it's providing support for their fellow marketers or going above and beyond by sharing their innovative ideas and strategies, these individuals are making essential contributions to their companies, their users, and the customer engagement space as a whole.
This month, we’re recognizing Daniel Ramirez, CRM Marketeer at BLOX. BLOX is one of the biggest and most convenient all-in-one crypto trading apps in the Benelux, where you can buy, sell and manage many coins in a simple, safe, and affordable way while also providing ways to earn interest on our coins. We spoke with Daniel about personalization, developing creative campaigns, and what they’re working on at BLOX. Let’s dive in.
What company goals are you focusing on at BLOX and how do you prioritize them?
The last couple of years, BLOX has focused on providing a more personalized, easy, and engaging experience for our new and existing users. By using Braze, we gained another level of insight on our customers’ needs and wishes. This was extremely helpful in deciding what features or flows we wanted to add or improve. Braze has also enabled a closer collaboration between Marketing and the Product/Development team, especially when it comes to making decisions on what new features or coins to add.
For me specifically, the close collaboration between teams has allowed me to focus on improving the onboarding flow touch points in a way more narrow than was possible before Braze. Also, when the crypto market encounters huge upward or downward movements, we receive a lot of interest—using Braze has helped us to provide a better experience to the many new users that will arrive during that time!
What is one campaign or initiative you have worked on in your current role that you’re most proud of?
Last year, we did a campaign with Q-music Belgium, one of the biggest radio stations in the Benelux region. The campaign had people playing an in-app guessing game to receive the phone number that would lead them to the radiostation's live morning broadcast, where they would win the grand prize of 1 Bitcoin, valued that time at around $25,000 dollars. This generated over 7.4 million calls to the radio station and thousands of new verified users for BLOX. It was one of the first campaigns that I participated in and it garnered a national impact. As a product that started out in the Netherlands, this campaign really gave us a big introduction to the Belgian market.
What initiative or campaign are you most excited to work on this year?
At BLOX, in addition to trading cryptocurrencies, you can also catch weekly rewards on several coins by something they call “staking” in the crypto world. One of BLOX’s goals this year is to encourage users to take full potential of their portfolio (which can be achieved by staking, for example.) To help them do so, we launched a special one-off campaign to encourage users this year to activate staking. This campaign was especially interesting to work on, due to the fact that we made full use of Braze. The whole campaign was stored in one Canvas, where we made use of different segment paths and different channels, as well as Liquid and Experiment Paths to create the best messages for each user. We segmented users based on an earlier in-app survey that was focused on gaining insight on the motivation why users weren’t staking yet. Things like this make it really exciting to work with Braze. In turn, this personalization gained a significant uplift in staking as we hadn’t seen since the introduction of the feature!
Tell us about a time you used Braze to do something creative.
Last year, we did a holiday campaign where we segmented users into several flows. If they hadn’t verified yet, we would encourage them to verify in order to receive special BLOX goodies. If they had already verified, we encouraged them to do a trade starting at a certain amount. This was all put into one Canvas. One of the more exciting parts of the campaign was that I could actually contribute with one of my hobbies—one of the BLOX goodies that they could receive was a BLOX hoodie with an illustration on it that was drawn by me! This was the first time that I could incorporate my passion for drawing into a campaign. In addition, we had never done a Canvas that was that advanced in terms of sending users through to different flows. We used Action Paths based on their purchase amount, all the way up to selecting which goodie they wanted.
How do you see Braze as a career accelerant?
Braze is a versatile tool that helps expand your knowledge regarding app and CRM marketing. It provides good learning courses and gives you the opportunity to broaden your horizon. I first started working with Braze at BLOX as an email marketeer, and was already accustomed to thinking within segments and customer journeys. But, by using Braze, I quickly learned to broaden my thinking for automation flows to include more complex segmentation and different uses of channels. Now, we’re able to provide a more personalized experience for the users of our app. In addition, as I was only used to reaching customers through email, it enabled me to learn more about in-app messaging, push notifications, and the different challenges and opportunities they each bring to the table!
Interested in collaborating to build the future of customer engagement? Join a collective of experts to forge connections, share ideas, and accelerate your career at the Braze Bonfire Community.
In her role as a customer marketing associate, Emily supports community and customer advocacy initiatives at Braze. A recent transplant from Seattle, she spends her time exploring Manhattan on foot, looking for spots that feel like home.