Published on February 28, 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
Agenda 1 2 3 4 Segment Your Customers and Set Your Goal Make Content That Helps Customers Get More Value 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 of creates 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? 3 What support does each Blogs and creates segment need to get more value content. out of your product or service?
HUBSPOT’S CUSTOMER SEGMENTS #INBOUND13
The Super Successful Customer
Common Characteristics of the Super Successful HubSpot Customer Uses Landing Pages to Collect Leads Number of Landing Pages Built Attends Training Classes Uses Analytics to Measure Results Blogs and Creates Content Number of Training Classes Attended Number of Visits to Analytics Tools Number of Blog Posts Per Month
YOUR GOAL: HELP YOUR CUSTOMER CONTINUE HEALTHY HABITS #INBOUND13
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 Number of Logins Per Month Number of Tools Accessed Isn’t Engaging Blogs and with Content creates content. Number of Ebooks Downloaded
YOUR GOAL: HELP YOUR CUSTOMER GET BACK ON TRACK #INBOUND13
The Wants Extra Credit Customer
Common Characteristics of the Extra Credit Customer Curious About New Features Growing and Wants Even More Results Number of Visits to Product Pages Growth in Number of Tools Accessed Wants to Do More Blogs and Advanced creates Marketing content. Number of Advanced Content Downloads
YOUR GOAL: HELP YOUR CUSTOMER BECOME MORE ADVANCED #INBOUND13
Metrics Applicable to Other Industries Activities Signs of Satisfaction " " " " " " " " Website Visits Email Opens Features Set Up Videos Watched Reviews Written NPS Score Repeat Purchases 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
Don’t Forget: 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 #INBOUND13
Three Elements of a Successful Customer Marketing Campaign Segment Data Content Blogs and Channels creates content. Triggered by Data
Example Customer Marketing Campaign No Blog Posts Published in Past 30 Days Customer Enters Smart List Triggers Smart CTAs with Helpful Blogging Content 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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