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

#INBOUND13
Rebecca

CORLISS
@repcor

I’ve produced and
starred in several music
videos for HubSpot.
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
FLOWERS IMAGE – A million blossoming flowers
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
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
1

Segment Your Customers
and Set Your Goals
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
Build Different Segments Around Your
Successful Customers

Needs Support

Successful

Ahead

Blogs and
of creates
the Curve
content.
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?
HUBSPOT’S
CUSTOMER
SEGMENTS
#INBOUND13
The Super
Successful
Customer
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
YOUR GOAL:
HELP YOUR CUSTOMER
CONTINUE HEALTHY HABITS
#INBOUND13
The I’m Just
Not That
Into You
Customer
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
YOUR GOAL:
HELP YOUR CUSTOMER
GET BACK ON TRACK
#INBOUND13
The Wants
Extra Credit
Customer
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
YOUR GOAL:
HELP YOUR CUSTOMER
BECOME MORE ADVANCED
#INBOUND13
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
Tools for Data Collection

"
"
"
"

Usage Tracking Software
HubSpot Events Tool
Surveys & Self Identification
AM or Service Logs
Collect and Store Customer Data
Create Smart Lists Based on Data
2

Make Content That Helps
Customers Get More Value
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
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?
Ebook
Content
WHAT IS A
KEYWORD?

Webinar
Content
Product
Videos
Blog
Content
Don’t Forget: Use CTAs in Your Content to
Encourage Customers to Take the Desired Action
3

Set Up Your Customer
Communication Channels
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
Homepage & Website
Login Screen
In-Product Call Outs
Thank You Pages
Blog Content
Email ... With an Exception
4

Put it Together to Build Your
Retention Campaign
THIS IS WHEN
THE MAGIC
HAPPENS
#INBOUND13
Three Elements of a Successful Customer
Marketing Campaign

Segment
Data

Content

Blogs and
Channels
creates
content.
Triggered
by Data
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
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
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
Define Your
Segments
and Goals
WHAT IS A
KEYWORD?

Create Content
That Helps
Customers Get
More Value
Give the Right
Content to the
Right Segments
WHAT IS A
KEYWORD?

Measure Your
Impact and
Success
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
THANK YOU
Rebecca

CORLISS
@repcor

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