+
Context Marketing for the eCommerce
Shopper
Building a marketing experience that customizes itself

#eCommContext
Sam
@Mallikarjunan
Head of eCommerce at HubSpot
Brian
Rogers
Head of
Customer
Success at
Evergage
Ask questions at any time:

Use hashtag
#eCommContext
Use the
GoToWebinar
Questions Panel
“If Content is
King, then
Context is
God.”
– Gary Vaynerchuk
Two Types of Data
1

Implicit Data
What you know about
your visitors based
on their on-site
behavior
2

Explicit Data
What your customers tell you

• Purchase History
• Pre-Transactional
Conversions
• Surveys
The Buyer’s Journey
How does context fit into
INBOUND commerce??
Inbound Marketing is…
Instead of interrupting
experiences people love…

Inbound marketers focus on
creating them.
Context marketing is
creating a personalized
shopping experience
through the
combination of Explicit
and Implicit data –
e...
Turn Website into a top sales rep…
Research Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site

Pre-Transactional conta...
Research Phase - Explicit
Pre-Transactional contacts go beyond just
list building, you’re generating future sales
revenue ...
Comparison Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site
• Product of Interest
...
Comparison Phase – Explicit
Once your customer has a fair grasp on their
wants and needs, they can start to compare
option...
Intent Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site
• Product of Interest
• Fr...
Intent Phase - Explicit
In the intent phase, your customer knows
what they want to buy. Now they just has to
decide when a...
Confused? Excited? Ready to go?
You can request a free eCommerce Marketing Assessment by going to
www.HubSpot.com/eCommerc...
THANK YOU
QUESTIONS?
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
HubSpot + Evergage - Context Marketing for the eCommerce Shopper
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HubSpot + Evergage - Context Marketing for the eCommerce Shopper

  1. 1. + Context Marketing for the eCommerce Shopper Building a marketing experience that customizes itself #eCommContext
  2. 2. Sam @Mallikarjunan Head of eCommerce at HubSpot
  3. 3. Brian Rogers Head of Customer Success at Evergage
  4. 4. Ask questions at any time: Use hashtag #eCommContext Use the GoToWebinar Questions Panel
  5. 5. “If Content is King, then Context is God.” – Gary Vaynerchuk
  6. 6. Two Types of Data
  7. 7. 1 Implicit Data
  8. 8. What you know about your visitors based on their on-site behavior
  9. 9. 2 Explicit Data
  10. 10. What your customers tell you • Purchase History • Pre-Transactional Conversions • Surveys
  11. 11. The Buyer’s Journey
  12. 12. How does context fit into INBOUND commerce??
  13. 13. Inbound Marketing is… Instead of interrupting experiences people love… Inbound marketers focus on creating them.
  14. 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. 15. Turn Website into a top sales rep…
  16. 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. 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. 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. 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. 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. 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. 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. 23. THANK YOU
  24. 24. QUESTIONS?
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