Published on February 4, 2014
How to Run Successful Customer Marketing to Earn Life-long Customers Rebecca Corliss Head of Customer Marketing, HubSpot #inbound13
Rebecca CORLISS @repcor I’ve produced and starred in several music videos for HubSpot.
FLOWERS IMAGE – A million blossoming flowers
What is Good Customer Marketing 1 Help customers get more value out of your product or service 2 Helps customer stay active and positive 3 Anticipates issues and offers support 4 Drives upsells through a positive experience Blogs and creates content.
Agenda 1 2 Segment Your Customers and Set Your Goal Make Content That Helps Customers Get More Value 3 4 Set Up Your Customer Communication Channels Put it Together to Build Your Retention Campaign
1 Segment Your Customers and Set Your Goals
Build Different Segments Around Your Successful Customers Needs Support Successful Ahead Blogs and ofcreates the Curve content.
Break it Down: What Defines Each Segment 1 What key characteristics define each segment? 2 What data can you use to recognize each characteristic? Blogs and creates content. 3 What support does each segment need to get more value out of your product or service?
EXAMPLE CUSTOMER SEGMENTS #inbound2013
The Super Successful Customer
Common Characteristics of the Super Successful Customer Uses Product Regularly Attends Training Classes Actively Blogs and Reading creates Content content.
YOUR GOAL: HELP YOUR CUSTOMER CONTINUE HEALTHY HABITS #inbound2013
The I’m Just Not That Into You Customer
Common Characteristics of the I’m Just Not That Into You Customer Hasn’t Logged in within 60 Days Not Actively Using the Tools Stopped Blogs and Reading creates Content content.
YOUR GOAL: HELP YOUR CUSTOMER GET BACK ON TRACK #inbound2013
The Gold Medal Customer
Common Characteristics of Gold Medal Customer Curious About New Features or Updates Growing and Wants Even More Results Wants to Blogs and Become creates content. More Advanced
YOUR GOAL: HELP YOUR CUSTOMER BE MORE ADVANCED. (UPSELL OPPORTUNITY) #inbound2013
Actions Applicable to Other Industries Activities Signs of Satisfaction Website Visits Reviews Written Email Opens NPS Score Features Set Up Repeat Purchases Videos Watched Coupons Used
Tools for Data Collection Usage Tracking Software HubSpot Events Tool Surveys & Self Identification AM or Service Logs
Collect and Store Customer Data
Create Smart Lists Based on Data
2 Make Content That Helps Customers Get More Value
Checklist for Smart Customer Content Is it educational and helpful? Is it in a format that’s easy to consume? Will it help your customer get more value out of your product or service?
WHAT IS A KEYWORD? Webinar Content
IMPORTANT: Use CTAs in Your Content to Encourage Customers to Take the Desired Action
3 Set Up Your Customer Communication Channels
Homepage & Website
In-Product Call Outs
Thank You Pages
Email ... With an Exception
4 Put it Together to Build Your Retention Campaign
THIS IS WHEN THE MAGIC HAPPENS #inbound2013
Three Elements of a Successful Customer Marketing Campaign Segment Data Content Blogs and Channels creates content. Triggered by Data
Example Customer Marketing Campaign No Login Past 30 Days Customer Enters List Triggers Email with Helpful Ebook Customer Downloads Ebook
Define Your Segments and Goals
WHAT IS A KEYWORD? Create Content That Helps Customers Get More Value
Give the Right Content to the Right Segments
WHAT IS A KEYWORD? Measure Your Impact and Success
THANK YOU Rebecca CORLISS @repcor
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