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Inbound Nurturing - Make them Fall In Love All Over Again

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Learn how creating marketing that people LOVE and engaging with them over time via personalization can result in improved conversion and customer retention over time.

Learn how creating marketing that people LOVE and engaging with them over time via personalization can result in improved conversion and customer retention over time.

Published in: Business, Technology

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  • 1. Make themFALL IN LOVEAll Over Again Nurturing the INBOUND Way Kirsten Knipp @kirstenpetra
  • 2. I’m Kirsten Knipp.Nice to meet you. #MARKETING LOVE @kirstenpetra VP Europe @HubSpot
  • 3. How to Make them Fall in Love Again 1 Make Marketing People Love 22 Personalize: The Way YOU Would Want 3 Use Inbound Tools (Hint: HubSpot Can Help)
  • 4. NURTURING, THE INBOUND WAY 1 Humanize Your Marketing
  • 5. Make Marketingpeople love
  • 6. Create Content People WANT • Blog.HubSpot.com • YouTube.com/HubSpot • Slideshare.com/HubSpot • Flickr.com/HubSpot • HubSpot.TV 6
  • 7. analysis review product answers why advice top questions INSIGHTS.recent soon tips facts great best build Source: Data from the Science of Blogging - http://bit.ly/ezRm8w 7
  • 8. But what if myindustry isBORING?
  • 9. ‘Your industryisn’t boring.Your marketingis boring.’ @dharmesh
  • 10. CONFESS:You hate yourmarketing. 10
  • 11. Have more fun!Try more things.
  • 12. Don’t be afraid to polarize
  • 13. Average Content Gets Shared 1314121086420 1 2 3 4 5 6 7 8 9 10 11 12 13 13
  • 14. AWESOME Content Gets Shared MORE90008000 8,1917000600050004000300020001000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
  • 15. 9000 13 VS. 8,19180007000600050004000300020001000 0 1 2 3 4 5 6 7 8 9 10 11 12 13 15
  • 16. EITHER WRITESOMETHING WORTHREADING OR DOSOMETHING WORTHWRITING.—Benjamin Franklin
  • 17. NURTURING, THE INBOUND WAY 2 Personalize: The Way YOU Would Want
  • 18. WHAT DOTHESECOMPANIESHAVE INCOMMON? 18
  • 19. $150B $92B $50B $12B $8B 19
  • 20. Users, Usage & Conversion BetterMore Users & Usage Personalization Better Conversion Better Value 20
  • 21. USER ACTIVITY INBOUND MARKETING ME EXPERIENCE CUSTOMIZED FOR ME Opt Out f+ Facebook Follow Service Chat Page Visits Social Favorites Mobile Activity Web SMS Tools & Apps 21
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. INBOUND MARKETING EXPERIENCE MIKE CUSTOMIZED FOR MIKEf+ Facebook Follow Purchase Hx $ EmailPage Visits Social Webinar Blog Sub Web Mobile Tools & Apps 25
  • 26. Screenshot of Mike’s Amazon.comhomepage 26
  • 27. NURTURING, THE INBOUND WAY 3 Customers Using Inbound Tools (Hint: HubSpot Can Help)
  • 28. SaaS-Based HR Tool toInspire & Connect• Increase Upgrades from Free Trial• Increase Retention
  • 29. Increasing Trial UsageLead Starts15 Day Trial 1 Week Left IFWelcome Email Not logged in and Not upgraded IF 1 Day Left Not logged in 7 Day Trial and Reminder Email Not upgraded 1 Day Trial Reminder Email
  • 30. JoanneSigned Up!
  • 31. IMAGINE YOUCAN DO THISFOR ANYACTION …
  • 32. WHY?•Deal Speed•CustomerRetention•Cross & Up-Sell•Low-TouchSupport
  • 33. Will You Make them Fall in Love Again? 1 Make Marketing People Love 22 Personalize: The Way YOU Would Want 3 Use Inbound Tools
  • 34. 5,500+$65M customersfrom VCs 320 45,000+ new leads per month employees
  • 35. Complicated Easy & Integrated& Confusing
  • 36. Grade your entire marketing funnel NOW!Marketing.Grader.com Marketing Grader by
  • 37. THANK YOU.