How to Run Successful Customer Marketing to Earn Life-Long Customers

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Information about How to Run Successful Customer Marketing to Earn Life-Long Customers
Marketing

Published on February 4, 2014

Author: RebeccaCorliss

Source: slideshare.net

Description

This presentation was first given at INBOUND 2013.

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?

Ebook Content

WHAT IS A KEYWORD? Webinar Content

Product Videos

Blog Content

IMPORTANT: Use CTAs in Your Content to Encourage Customers to Take the Desired Action

3 Set Up Your Customer Communication Channels

Homepage & Website

Login Screen

In-Product Call Outs

Thank You Pages

Blog Content

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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