Michael Redbord - How HubSpot Delights Its Customers
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INBOUND 2015
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Michael Redbord - How HubSpot Delights Its Customers
- 1. INBOUND15 HOW HUBSPOT DELIGHTS ITS CUSTOMERS Scaling a Team Fueled by Inbound Michael Redbord VP, Support & Technical Services HubSpot
- 3. INBOUND15 “Fueled by Inbound” Fueled by Inbound?
- 5. INBOUND15 Where’s my instruction book to manage growth fueled by Inbound?
- 6. INBOUND15 Actually, there is one.
- 7. INBOUND15 Actually, there is one are many.
- 8. INBOUND15 The point is: Growing with Inbound is scientific, and behind that science is a methodology. This stuff is knowable and write-down-able.
- 9. INBOUND15 Managing Inbound-driven customer growth should be knowable and scientific, too.
- 10. INBOUND15 Managing Inbound-driven customer growth should be knowable and scientific, too. So where’s the methodology?
- 11. INBOUND15 Managing Inbound-driven customer growth should be knowable and scientific, too. So where’s that methodology to manage Inbound-driven growth and delight customers?
- 12. INBOUND15 Well, golly, that’s the topic of this talk!
- 13. 1. Truly Understanding Inbound-fueled Growth 2. Managing A Customer Team for Inbound-fueled Growth – Mapping key customer experiences – Sorting activities to help deliver delight – Modeling and planning for scale 3. Wrapping up This Talk
- 15. INBOUND15 There are a few things to understand about Inbound-driven growth that are special
- 16. #INBOUND15 Inbound works.96% of Inbound Marketers are experiencing greater or equal ROI over the previous year State of Inbound Marketing, HubSpot, 2014
- 17. #INBOUND15 Inbound compounds. “Content marketing value compounds. Marketers should actively invest in building evergreen content that keeps contributing to traffic growth [and] generating sales.” Thomasz Tunguz, Redpoint Venture Capital http://tomtunguz.com/content-marketing-compounding-returns/
- 18. INBOUND15 Evergreen content compounds particularly nicely Thomasz Tunguz, Redpoint Venture Capital http://tomtunguz.com/content-marketing-compounding-returns/
- 19. #INBOUND15 As a result, Inbound growth is steady growth. Asset-driven, compounding growth is more predictable than fresh, actively- driven growth. Me 5+ years of this stuff at HubSpot
- 20. #INBOUND15 works, compounds, and is steady growth. Inbound-fueled growth
- 21. INBOUND15 Managing A Customer Team for Inbound-fueled Growth
- 23. INBOUND15 Compounding, steady customer generation model ???
- 24. INBOUND15 Compounding, steady customer generation model Scalable, steady customer delight model
- 26. 1. Truly Understanding Inbound-fueled Growth 2. Managing A Customer Team for Inbound-fueled Growth – Map key lifecycle stages – Sort activities to help deliver delight – Model and plan to scale and grow 3. Wrapping up
- 27. INBOUND15 Map key lifecycle stages in the customer experience
- 30. INBOUND15 Ex: HubSpot software-as-a-service Close Welcome Workflow Setup First Campaign ROI Key Customer Actions Key Customer Actions Key Customer Actions Key Customer Actions
- 31. INBOUND15 Ex: HubSpot software-as-a-service Close Welcome Workflow Setup First Campaign ROI 1. Positioning 2. Payment 3. Handoff 1. Excitement! 2. Login 3. People intros 4. Contract 1. JS tracking 2. DNS 3. Lead tracking 4. CRM 1. Define goal 2. Apply tools 3. Get support 4. See impact
- 32. INBOUND15 Team activities to help achieve Team activities to help achieve Team activities to help achieve Team activities to help achieve Ex: HubSpot software-as-a-service Close Welcome Workflow Setup First Campaign ROI 1. Positioning 2. Payment 3. Handoff 1. Excitement! 2. Login 3. People intros 4. Contract 1. JS tracking 2. DNS 3. Lead tracking 4. CRM 1. Define goal 2. Apply tools 3. Get support 4. See impact
- 33. INBOUND15 Ex: HubSpot software-as-a-service Closing call 2 emails 1 CSM call 1 call 2 emails 4 key docs 2+ calls Many emails, docs, and classes Close Welcome Workflow Setup First Campaign ROI 1. Positioning 2. Payment 3. Handoff 1. Excitement! 2. Login 3. People intros 4. Contract 1. JS tracking 2. DNS 3. Lead tracking 4. CRM 1. Define goal 2. Apply tools 3. Get support 4. See impact
- 34. INBOUND15 Sort the activities that help deliver delight
- 35. INBOUND15 Closing call 2+ calls Many emails, docs, and classes 2 emails 1 CSM call 1 call 2 emails 4 key docs Ex: HubSpot software-as-a-service
- 37. INBOUND15 One-to-One Direct person-to-person help One-to-Many Classroom format instructor-to-customer help Content (None-to-Many) Self-service documentation or other instructional assets
- 38. INBOUND15 1 x Salesperson call 2 x Automated email 1x Customer manager call 6 x Implementation calls 4 x Documentation 2 x Email templates 3 x Online classes
- 39. INBOUND15 One-to-One, One-to-Many, or Content? Account- specific requirements Value to customer
- 40. INBOUND15 Account- specific requirements Value to customer High Low High One-to-One, One-to-Many, or Content?
- 41. INBOUND15 Account- specific requirements Value to customer High Low High One-to-One One-to-ManyContent One-to-One, One-to-Many, or Content?
- 42. INBOUND15 1 x Salesperson call 2 x Automated email 1x Customer manager call 6 x Implementation calls 4 x Documentation 2 x Email templates 3 x Online classes One-to-One One-to-Many Content (None-to-Many) 1 x Salesperson call 6 x Implementation calls 1x Customer manager call 3x Online classes 2 x Automated email 4 x Documentation 2 x Email templates Ex: HubSpot software-as-a-service
- 43. INBOUND15 We’re building customer success structures here. So far, we’ve: 1. Mapped key lifecycle stages in the customer experience 2. Decided how the customer team will help deliver delight 3. Sorted delivery into formats (e.g. one-to-one) and roles In short, we’ve structured a simple methodology to define customer success and facilitate delight.
- 44. INBOUND15 Model and plan to scale with Inbound-fueled growth
- 45. INBOUND15 One-to-One Customer Success Manager Implementation Consultant Support Engineer One-to-Many Academy Professor Content Technical Writer Ex: HubSpot software-as-a-service
- 46. INBOUND15 One-to-One Customer Success Manager (owns account & revenue) Implementation Consultant (owns setup and campaign launch) Support Engineer (in-the-moment software help) One-to-Many Academy Professor (owns a set of classes & materials) Content Technical Writer (owns documentation content for customers) Ex: HubSpot software-as-a-service
- 47. INBOUND15 One-to-One Customer Success Manager Implementation Consultant Support Engineer One-to-Many Academy Professor Content Technical Writer How HubSpot Staffs Ratio to number of classes Need-based Ratio to customer base Ratio to new customer flow Ratio to support tickets
- 48. INBOUND15 One-to-One Customer Success Manager Implementation Consultant Support Engineer One-to-Many Academy Professor Content Technical Writer How HubSpot Staffs Ratio to number of classes (15:1) Need-based (build faster!) Ratio to customer base (100:1) Ratio to new customer flow (10:1) Ratio to support tickets (200:1)
- 49. INBOUND15 Why not have everything needs-based? Wouldn’t that be more agile?Q A Compounding, steady customer generation model Scalable, steady customer delight model
- 50. INBOUND15 Why not have everything needs-based? Wouldn’t that be more agile?Q A Scalable, steady customer delight model
- 51. #INBOUND15 Inbound-fueled growth compounds steadily. Exploit the steadiness of Inbound growth to scale smoothly and repeatedly, and to predictably delight customers. http://bit.ly/inboundgrowth
- 52. #INBOUND15 At HubSpot, we’ve also seen that: • This approach provides measureable levers to tweak and experiment with over time • The model improves over time – eventually, your customer success model becomes a real institutional asset • Ratios help tactically define where to hire first when the team is stressed • Modeling helps to improve financial/cost forecasting • Alignment between sales and service is simpler and more transparent when written down and linked to cost modeling
- 54. INBOUND15 Takeaways 1. Inbound Marketing-driven growth is special: it’s measureable, it compounds, and it’s steady 2. As with a marketing or sales process, customer teams should map key lifecycle stages in the customer experience 3. Customer teams help to delight customers at those key stages by defining tasks and sorting them into functional categories 4. Models for scaling & growing a customer team should build ratios, models, and other structures that exploit the steadiness of Inbound-Marketing driven growth
- 55. INBOUND15 THANK YOU! Michael Redbord VP, Support & Technical Services HubSpot redbord.com @redbord linkedin.com/in/mredbord