#INBOUND14 HOW TO TURN YOUR
CUSTOMER BASE INTO A REVENUE ENGINE Rebecca Corliss Head of Customer Marketing, HubSpot

When she’s not building HubSpot’s
customer marketing group, she’s singing a cappella in her group @TheEightTracks. @repcor REBECCA CORLISS

#INBOUND14 Problem: It had an
explicit beginning and end. Customer Visit Opportunity Lead Prospect MQL HubSpot’s Original Funnel

#INBOUND14 60 to 70% The
probability of converting an existing customer is Study by Marketing Metrics It costs 5 to 20% The probability of converting a new prospect is

#INBOUND14 Use the Inbound Methodology
to build a customer marketing engine.

1 Build the Foundation of
Your Customer Marketing Engine 2 Drive Revenue Through Retention 3 Identify Upsell Opportunities 4 Earn Referrals Through Customer Advocacy 5 Wrap Up: Building an Engine That Lasts What We’re Going to Talk About

#INBOUND14 1 BUILD THE FOUNDATION
OF YOUR CUSTOMER MARKETING ENGINE

#INBOUND14 Four Components of Your
Customer Marketing Engine Segment Data Content Channels Triggered by Data Customer Goal

#INBOUND14 CUSTOMER GOAL An activity
or action that benefits the customer and the campaign.

#INBOUND14 Align Your Marketing Goal
with How You Can Best Help Your Customer Active and Curious Customer Goal: Encourage customer to request a demo of an additional or advanced product. Inactive or Unhappy Customer Goal: Encourage customer to download lovable content that would help them get a quick win.

#INBOUND14 SEGMENT DATA Data is
your customers’ DNA. Use it to group like- customers.

#INBOUND14 Blogs and creates content.
Divide Your Customer Base into Segments

#INBOUND14 Blogs and creates content.
Determine Data to Recognize Someone in Each Segment

#INBOUND14 Activities " Product Usage
" Content Consumed " Emails Opened " Pages Visited Example Metrics to Segment Customers Signs of Satisfaction " NPS Score " Survey Responses " Product or Service Reviews " Engagement with Customer Service

#INBOUND14 " Actively Uses the
Product àMeasure Product Activity " Investigates New Features àTrack Page Views " Frequently Talks to AM àTrack Call Logs " Writes Positive Reviews àTrack Review History & NPS Example Segment: HubSpot’s Top Customer

#INBOUND14 " Actively Uses the
Product à 6+ Apps Used " Investigates New Features à 10 Page Views in 30 Days " Frequently Talks to AM à 2 Calls in 90 Days " Writes Positive Review à 1 Review Written Example Segment: HubSpot’s Top Customer

#INBOUND14 Store Segment Data in
a CRM or Database

#INBOUND14 Use Your Data to
Make Segmented Lists

#INBOUND14 CHANNELS Deliver your content
through channels triggered by specific data.

#INBOUND14 Blogs and creates content.
Pick Channels to Communicate with Customers Homepage Blog Articles Calls-to-Action Thank You Pages Email

#INBOUND14 Blogs and creates content.
Trigger Your Channels Using Your Data Homepage A Data Homepage B

#INBOUND14 CONTENT Provide value and
information through helpful content.

#INBOUND14 Blogs and creates content.
Decide What Content Will Best Help Each Segment

#INBOUND14 Blogs and creates content.
Your Content Will Drive Your Marketing Goal VALUABLE CONTENT GOAL

#INBOUND14 Put it Together: The
Customer Marketing Engine in Action Content Customer receives targeted content Customer Goal Goal for specific customer segment Channels Triggered by Data Triggers communication Segment Data Customer fits specific criteria

#INBOUND14 2 DRIVE REVENUE THROUGH
RETENTION

#INBOUND14 5x Moreto earn a
new customer than to retain a current one. Inc. Customer Service It costs !

#INBOUND14 What is retention? Means
different things in different industries So what is customer retention, really?

#INBOUND14 Key Pieces of Successful
Retention Driving retention is offering constant value to all customers, not just reacting to churn risk.

#INBOUND14 • Focus on your
customers’ individual needs. • Offer the value they expect from your product or service. • Make delight a priority. Be a company customers love. How to Build a Successful Retention Campaign

#INBOUND14 1 Set the Goal:
What do they need to improve their experience? 2 Define Segment: How can you identify who needs help? 3 Pick Channels: How will you communicate to them? 4 Create Content: What content will improve their experience? Use the Customer Marketing Engine Structure: Help the Rocky Customer

#INBOUND14 ContentGoal ChannelSegment Data Get
a Quick Win in My Product No Login Past 30 Days Triggers Call-to-action Receives Helpful Ebook Help the Rocky Customer: Customer Marketing Engine in Action

#INBOUND14 Happy & Active Needs
Some Support

#INBOUND14 Build Your Proactive Retention
Engine 1 Build customer segments automatically through data. 2 Set up automatic nurturing to give each segment what they need most. 3 Focus on delight!

#INBOUND14
3 IDENTIFY UPSELL
OPPORTUNITIES

#INBOUND14 What is an upsell
opportunity? -- different for different industries. Upsell opportunities are your chance to get more revenue from your current customers.

#INBOUND14 67%higher average spend than
brand new customers. Inc. Customer Service Repeat customers have a

#INBOUND14 • Locate your happiest
and most satisfied customers. • Find customers who would value most from your additional products or services. • Create a marketing funnel that identifies people who are interested in what your product/service solves. How to Identify an Upsell Candidate

#INBOUND14 Build Your Customer Marketing
Funnel $$$ Opportunity Customer Lead MQL Customers who download your specialty content. Customers who request information about a sales-specific offer. Customers who are engaged in a sales process. Customers who’ve closed.

#INBOUND14 Campaign: Sell our new
executive summit training to customers who would value it most. Example Customer Upsell Campaign

#INBOUND14 1 Set the Goal:
Encourage customers to consider training 2 Define Segment Data: Active customers 3 Pick Channels: Email, Blog, CTAs 4 Create Content: “How to Do Marketing Like HubSpot” Webinar Use the Customer Marketing Engine Structure

#INBOUND14 Webinar to Attract Customers
Interested in the Topic Sneak peek into the type of content the service would provide. Better: Valuable to any customer no matter what.

#INBOUND14 CTA Drives Customers to
Learn About Summit In the live webinar, we added a call-to-action that promoted the service.

#INBOUND14 CTA Drives to MQL
Customer Landing Page All signups get a follow up call from one of our customer service managers.

#INBOUND14 Build Your Upsell Engine
1 Use content to attract customers who could be interested in your product. 2 Drive customers to an MQL event that identifies upsell candidates. 3 Begin the sales process, but maintain a customer service mindset.

#INBOUND14 4 EARN REFERRALS THROUGH
CUSTOMER ADVOCACY

#INBOUND14 Imagine the last time
you bought something. Why did you buy it?

#INBOUND14 4x Morelikely to buy
when referred by a friend. Nielson People are

#INBOUND14 1 Set the Goal:
Encourage happy customers to refer a friend 2 Define Segment Data: NPS 9 or 10 Users 3 Pick Channels: Automatic Email 4 Create Content: Incentivized Email Request Use the Customer Marketing Engine Structure

#INBOUND14 Referrals Should Be Part
of a Customer Advocacy Program

#INBOUND14 Customers Can Help You:
" Spread your content on social. " Teach others about your product or service at user groups. " Be a sales reference for a prospective customer. " Write a review. Extend Customer Advocacy Beyond Referrals

#INBOUND14 ¤ Free product (free upgrade,
free month, discount) ¤ SWAG and Gifts ¤ Gift Card ¤ Consulting Time ¤ Nonprofit Donation Ideas for Incentives

#INBOUND14 Example Customer Advocacy Campaign
ContentGoal ChannelSegment Data Encourage Content Share 10 Blog Views in 30 Days CTA and Homepage Free Ebook and Request to Share

#INBOUND14 Full Customer Advocacy Suite
Partner & Advocate Programs Focus on Easy Saas Referrals Example Referral & Advocacy Tools

#INBOUND14 Build Your Customer Advocacy
Engine 1 Identify your happiest, top customers using NPS score and previous reviews. 2 Set it up to run automatically. Use CTAs and email requesting their help. 3 Use incentives as encouragement and to say thank you.

#INBOUND14 5 Wrap up: Building
an Engine That Lasts

#INBOUND14 Three Components to a
Long-lasting Engine 1 Track lots of customer data. 2 Use your data for custom triggers. 3 Solve for the long-haul.

#INBOUND14 Measure the impact of
each of your customer marketing campaigns.

#INBOUND14 RETENTION ENGINE Track churn
rate or continued purchases.

#INBOUND14 UPSELL ENGINE Measure additional
revenue driven by current customers.

#INBOUND14 REFERRAL ENGINE Track referrals
driven by customers, as well as the close rate of those referrals.

#INBOUND14

#INBOUND14 THANK YOU Rebecca Corliss,
HubSpot @repcor