How to Run Successful Customer Marketing to Earn Life-Long Customers
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This presentation was first given at INBOUND 2013.
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How to Run Successful Customer Marketing to Earn Life-Long Customers
- 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.
- 4. FLOWERS IMAGE – A million blossoming flowers
- 6. 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.
- 7. 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
- 8. 1 Segment Your Customers and Set Your Goals
- 11. Build Different Segments Around Your Successful Customers Needs Support Successful Ahead Blogs and ofcreates 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? Blogs and creates content. 3 What support does each segment need to get more value out of your product or service?
- 15. Common Characteristics of the Super Successful Customer Uses Product Regularly Attends Training Classes Actively Blogs and Reading creates Content content.
- 16. YOUR GOAL: HELP YOUR CUSTOMER CONTINUE HEALTHY HABITS #inbound2013
- 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 Stopped Blogs and Reading creates Content content.
- 19. YOUR GOAL: HELP YOUR CUSTOMER GET BACK ON TRACK #inbound2013
- 21. 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
- 22. YOUR GOAL: HELP YOUR CUSTOMER BE MORE ADVANCED. (UPSELL OPPORTUNITY) #inbound2013
- 23. 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
- 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
- 32. Product Videos
- 33. Blog Content
- 34. IMPORTANT: Use CTAs in Your Content to Encourage Customers to Take the Desired Action
- 35. 3 Set Up Your Customer Communication Channels
- 38. Login Screen
- 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 #inbound2013
- 45. Three Elements of a Successful Customer Marketing Campaign Segment Data Content Blogs and Channels creates content. Triggered by Data
- 47. Example Customer Marketing Campaign No Login Past 30 Days Customer Enters List Triggers Email with Helpful Ebook Customer Downloads Ebook
- 50. WHAT IS A KEYWORD? Create Content That Helps Customers Get More Value
- 51. Give the Right Content to the Right Segments
- 52. WHAT IS A KEYWORD? Measure Your Impact and Success
Notas do Editor
- Welcome! How is everyone doing? So excited to be here. This is my second time speaking at INBOUND, I’ve been at HubSpot for almost five years, and I’ve actually had multiple roles within the marketing department. Including running HubSpot’s social media group and later running all our primary lead generation channels. And as our team grew and grew, we realized – wait a second – we’re putting all of this muscle behind acquiring new customers. Where’s the marketing muscle to help retain them by helping them get more value. So that’s how I decided to start my new team. I spun off, and started customer marketing about six months ago. And guess what …
- Let’s use that same inbound marketing machine that we’ve used to help prospects covert into leads to help customers take the actions that make them happier and get more value.
- That’s because the nature of customer marketing is offering helpful content and information that helps them get more value. AT SCALE.
- The reason why it’s so important to break up your customerbase into different segments is so you can more properly cater to their needs and support them the way they want to be supported.
- Data – what defines a successful customerCharacteristics – what does this successful customer do?
- Collect this information in your CRM or data collection tool.
- Group and create lists.
- Content is the bread and butter of ALL marketing -
- Financial service company – maybe it’s saving techniques. If you have a different kind of product, maybe itincludesoverviews of how yourmostsatisfiedcustomer uses yourtools.
- Webinar is great content for helping someone adopt your product or service for the first time. It’s important for more lengthy overview or introduction to a concept. Also great for one-to-many interaction, which can be helpful for building a bond with your customer/
- It could include setup tutorials, if youre a service organization, it could walk through what to expect when you work together. It could also include an insight glimpse into the inner workings of your company. These are good because they can be short and sweet, a d
- Product updates, testimonials, customer examples, etc. A strong customer blog can be beneficial to keep customers actively in the loop of what’s happening with your company.
- Content Level – Image Text Orientation 3
- Use Smart CTAs to Trigger Experience based on Data
- Content Level – Image Text Orientation 3
- Content Level – Image Text Orientation 3