How to Turn Your Customer Base into a Revenue Engine [INBOUND 2014]
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HOW TO TURN YOUR
CUSTOMER BASE INTO A
REVENUE ENGINE
Rebecca Corliss
Head of Customer Marketing, HubSpot
2. When she’s not building
HubSpot’s customer
marketing group, she’s
singing a cappella in her
group @TheEightTracks.
@repcor
REBECCA
CORLISS
3.
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Problem: It had an
explicit beginning
and end.
Customer
Visit
Opportunity
Lead
Prospect
MQL
HubSpot’s Original Funnel
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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
9. 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
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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.
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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
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" Actively Uses the Product
àMeasure Product Activity
" Investigates New Features
àTrack Page Views
" Frequently Talks to AM
àTrack Call Logs
" Writes Positive Reviews
àTrack Review History & NPS
Example Segment: HubSpot’s Top Customer
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" 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
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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
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Key Pieces of Successful Retention
Driving retention is offering constant value to all
customers, not just reacting to churn risk.
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• 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
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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
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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
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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!
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What is an upsell opportunity?
-- different for different industries.
Upsell opportunities are your chance to get
more revenue from your current customers.
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• 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
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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.
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Campaign: Sell our new
executive summit training to
customers who would value it
most.
Example Customer Upsell Campaign
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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
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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.
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CTA Drives Customers to Learn About Summit
In the live webinar, we
added a call-to-action
that promoted the
service.
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CTA Drives to MQL Customer Landing Page
All signups get a follow
up call from one of our
customer service
managers.
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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.
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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
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¤ Free product (free upgrade, free month, discount)
¤ SWAG and Gifts
¤ Gift Card
¤ Consulting Time
¤ Nonprofit Donation
Ideas for Incentives
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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
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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.
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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.