INBOUND 2013 presentation by Rebecca Corliss. Register for INBOUND 2014 at www.inbound.com

1. How to Run Successful
Customer Marketing to
Earn Life-long Customers
Rebecca Corliss
Head of Customer Marketing, HubSpot
#INBOUND13

2. Rebecca
CORLISS
@repcor
I’ve produced and
starred in several music
videos for HubSpot.

5. FLOWERS IMAGE – A million blossoming flowers

7. 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

8. 1
Segment Your Customers
and Set Your Goals

11. Build Different Segments Around Your
Successful Customers
Needs Support
Successful
Ahead
Blogs and
of creates
the Curve
content.

12. 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?

13. HUBSPOT’S
CUSTOMER
SEGMENTS
#INBOUND13

14. The Super
Successful
Customer

15. 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

16. YOUR GOAL:
HELP YOUR CUSTOMER
CONTINUE HEALTHY HABITS
#INBOUND13

17. The I’m Just
Not That
Into You
Customer

18. 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

19. YOUR GOAL:
HELP YOUR CUSTOMER
GET BACK ON TRACK
#INBOUND13

20. The Wants
Extra Credit
Customer

21. 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

22. YOUR GOAL:
HELP YOUR CUSTOMER
BECOME MORE ADVANCED
#INBOUND13

23. 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

24. Tools for Data Collection
"
"
"
"
Usage Tracking Software
HubSpot Events Tool
Surveys & Self Identification
AM or Service Logs

25. Collect and Store Customer Data

26. Create Smart Lists Based on Data

27. 2
Make Content That Helps
Customers Get More Value

29. 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?

30. Ebook
Content

31. WHAT IS A
KEYWORD?
Webinar
Content

32. Product
Videos

33. Blog
Content

34. Don’t Forget: Use CTAs in Your Content to
Encourage Customers to Take the Desired Action

35. 3
Set Up Your Customer
Communication Channels

37. Homepage & Website

38. Login Screen

39. In-Product Call Outs

40. Thank You Pages

41. Blog Content

42. Email ... With an Exception

43. 4
Put it Together to Build Your
Retention Campaign

44. THIS IS WHEN
THE MAGIC
HAPPENS
#INBOUND13

45. Three Elements of a Successful Customer
Marketing Campaign
Segment
Data
Content
Blogs and
Channels
creates
content.
Triggered
by Data

48. 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

50. Define Your
Segments
and Goals

51. WHAT IS A
KEYWORD?
Create Content
That Helps
Customers Get
More Value

52. Give the Right
Content to the
Right Segments

53. WHAT IS A
KEYWORD?
Measure Your
Impact and
Success

55. THANK YOU
Rebecca
CORLISS
@repcor