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HubSpot + Evergage - Context Marketing for the eCommerce Shopper

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  • 1. + Context Marketing for the eCommerce Shopper Building a marketing experience that customizes itself #eCommContext
  • 2. Sam @Mallikarjunan Head of eCommerce at HubSpot
  • 3. Brian Rogers Head of Customer Success at Evergage
  • 4. Ask questions at any time: Use hashtag #eCommContext Use the GoToWebinar Questions Panel
  • 5. “If Content is King, then Context is God.” – Gary Vaynerchuk
  • 6. Two Types of Data
  • 7. 1 Implicit Data
  • 8. What you know about your visitors based on their on-site behavior
  • 9. 2 Explicit Data
  • 10. What your customers tell you • Purchase History • Pre-Transactional Conversions • Surveys
  • 11. The Buyer’s Journey
  • 12. How does context fit into INBOUND commerce??
  • 13. Inbound Marketing is… Instead of interrupting experiences people love… Inbound marketers focus on creating them.
  • 14. Context marketing is creating a personalized shopping experience through the combination of Explicit and Implicit data – engage and guide your customer to success.
  • 15. Turn Website into a top sales rep…
  • 16. Research Phase - Implicit Know: • Referring Source • Content Viewed • Geo Location • Time on Site Pre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize:
  • 17. Research Phase - Explicit Pre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize: 𝐶 ∗ 𝑉 𝐷 C = # of new customers, D = # of downloads, V = Average LTV
  • 18. Comparison Phase - Implicit Know: • Referring Source • Content Viewed • Geo Location • Time on Site • Product of Interest • Frequency of Visits • Depth of Research Pre-Transactional contacts go beyond just list building, you’re generating future sales revenue that you can analyze and optimize:
  • 19. Comparison Phase – Explicit Once your customer has a fair grasp on their wants and needs, they can start to compare options. They might be comparing your product to a competitor’s, or even just comparing product options that you sell. You can send them content that helps them make decisions through email, social, and dynamic content. • Buyer’s Guides • Feature Explanations • Case Studies • Social Proof
  • 20. Intent Phase - Implicit Know: • Referring Source • Content Viewed • Geo Location • Time on Site • Product of Interest • Frequency of Visits • Depth of Research • Shopping Cart Details • Shopping Cart Engagement • Conversion Factors Get Notified of Price Drop Tip: Shipping is free on orders over $50?
  • 21. Intent Phase - Explicit In the intent phase, your customer knows what they want to buy. Now they just has to decide when and from whom. In the previous phases, you’ve captured information about what really matters to your customer and when they’re planning to make a move. Now you can leverage that. This is the only portion of the customer’s buying lifecycle that you want to use coupons or other incentive based messaging.
  • 22. Confused? Excited? Ready to go? You can request a free eCommerce Marketing Assessment by going to www.HubSpot.com/eCommerce Learn more about Behavior Based Context Marketing with Evergage: www.evergage.com/ecom
  • 23. THANK YOU
  • 24. QUESTIONS?