SearchLove San Diego 2018 | Alexa Hubley | Real Lessons in Growth Marketing... From Watching Romantic Comedies

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This document describes lessons learned from running an annual plan migration campaign at Unbounce. It discusses three key lessons: build intimacy through segmentation and personalization; build an emotional connection through humor; and build trust through reciprocity such as offering discounts, gifts, and special treatment to select customers. The campaign was successful in achieving its goals, increasing annual plans from 2% to 21% and generating over $660,000 in additional annual recurring revenue. Customers responded positively to the personalized and humorous marketing.

Apresentações e oratória

speaker
ALEXAHUBLEY
lessons in growth marketing from watching
romantic comedies
alexa_hubley

growth marketing
relationship marketing at scale
alexa_hubley

drive engagement,
retention and loyalty
alexa_hubley

lead > new trial > customer > evangelist
alexa_hubley

the annual plan
migration campaign
alexa_hubley

migrate monthly customers
to new annual plans
alexa_hubley

only 2% of customers
had annual plans
alexa_hubley

annual plans promote
deeper commitment
alexa_hubley

how can we  
create value  
so customers  
don’t leave us?
alexa_hubley

what do you think are
the scariest two words
to a saas customer?
alexa_hubley

alexa_hubley
and that’s where 
romcoms come in!

how can we create
intimacy with
our campaign?
alexa_hubley

understand > decide > prototype > ﬁnalize > launch
data and research
targets
QA
read how we modiﬁed Google sprints to run better campaigns at alexa.unbounce.com

how to raise prices
without causing a
customer meltdown
alexa_hubley

pricing gone wrong
exhibit a
alexa_hubley

increase the percentage of
customers on annual plans
from 2% to 10%
alexa_hubley

generate $450,000  
in annual recurring revenue
alexa_hubley

learn how to create personalize image thumbnails at alexa.unbounce.com

extra offers
email senders
features & benefits
alexa_hubley

segmentation > personalization > intimacy
ﬁnd the framework at alexa.unbounce.com

how can we woo
our customers in  
our campaign?
alexa_hubley

“
”David Meerman, The New Rules of Marketing and PR
if you can make someone laugh, there is an
emotional connection with them and anything
you say beyond that is going to be more meaningful.
alexa_hubley

“
”Cole Vineyard, Unbounce Customer
just have to say that i love
this campaign…as a
director of marketing i  
rarely see anything new,  
but this got my attention.
alexa_hubley

humor > connection > woo(ooo)!
ﬁnd the framework at alexa.unbounce.com

how can we build trust  
with our own campaign?
alexa_hubley

“
”Sam Fiorella, Partner, Sensei Marketing
when customers are made to  
feel that they’re special, the
likelihood that they’ll respond
favorably increases dramatically.
alexa_hubley

deluxe swag packs
one hundred
alexa_hubley

migrations per day
extension
alexa_hubley

reciprocity > trust
ﬁnd the framework at alexa.unbounce.com

increasethepercentageofcustomers 
on annual plans from 2% to 10%
the target

$660,000
annual recurring revenue
alexa_hubley

alexa_hubley
the trophy for best email  
marketing goes to unbounce,  
thank you for making my inbox  
a brighter place to be.
Iris Maslow, Unbounce Customer
“
”

alexa_hubley
i switched to annual plans
thanks to the video…
amazing campaign, guys!
Rosario Toscano, Unbounce Customer
“
”

“
”AJ O’Reilley, Unbounce Customer
the new unbounce plans
make so much sense,  
love this company!
alexa_hubley

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