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

CORLISS
@repcor
I’ve produced and
starred in several
music videos for
HubSpot.
FLOWERS IMAGE – A million blossoming flowers
What is Good Customer Marketing
1 Help customers get more value out of your product or
service
2 Helps customer stay activ...
Agenda

1
2

Segment Your Customers and Set Your Goal
Make Content That Helps Customers Get More

Value

3
4

Set Up Your ...
1

Segment Your Customers
and Set Your Goals
Build Different Segments Around Your
Successful Customers

Needs Support

Successful

Ahead

Blogs and
ofcreates
the Curve...
Break it Down: What Defines Each Segment
1 What key characteristics define each segment?
2 What data can you use to recogn...
EXAMPLE
CUSTOMER
SEGMENTS
#inbound2013
The Super
Successful
Customer
Common Characteristics of the Super
Successful Customer

Uses
Product
Regularly

Attends
Training
Classes

Actively Blogs ...
YOUR GOAL:

HELP YOUR CUSTOMER
CONTINUE HEALTHY
HABITS
#inbound2013
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...
YOUR GOAL:
HELP YOUR
CUSTOMER GET BACK
ON TRACK
#inbound2013
The Gold
Medal
Customer
Common Characteristics of Gold Medal
Customer

Curious About
New Features or
Updates

Growing
and Wants
Even More
Results
...
YOUR GOAL:

HELP YOUR CUSTOMER
BE MORE ADVANCED.
(UPSELL OPPORTUNITY)
#inbound2013
Actions Applicable to Other Industries
Activities

Signs of Satisfaction

Website Visits

Reviews Written

Email Opens

NP...
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
Checklist for Smart Customer Content
Is it educational and helpful?
Is it in a format that’s easy to consume?
Will it help...
Ebook
Content
WHAT IS A
KEYWORD?

Webinar
Content
Product
Videos
Blog
Content
IMPORTANT: Use CTAs in Your Content to
Encourage Customers to Take the Desired
Action
3

Set Up Your Customer
Communication Channels
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
#inbound2013
Three Elements of a Successful Customer
Marketing Campaign

Segment
Data

Content

Blogs and
Channels
creates
content.
Tri...
Example Customer Marketing Campaign

No Login
Past 30 Days

Customer
Enters
List

Triggers
Email
with Helpful
Ebook

Custo...
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
THANK YOU
Rebecca

CORLISS
@repcor
How to Run Successful Customer Marketing to Earn Life-Long Customers
How to Run Successful Customer Marketing to Earn Life-Long Customers
How to Run Successful Customer Marketing to Earn Life-Long Customers
How to Run Successful Customer Marketing to Earn Life-Long Customers
How to Run Successful Customer Marketing to Earn Life-Long Customers
How to Run Successful Customer Marketing to Earn Life-Long Customers
How to Run Successful Customer Marketing to Earn Life-Long Customers
How to Run Successful Customer Marketing to Earn Life-Long Customers
How to Run Successful Customer Marketing to Earn Life-Long Customers
Upcoming SlideShare
Loading in …5
×

How to Run Successful Customer Marketing to Earn Life-Long Customers

545 views

Published on

This presentation was first given at INBOUND 2013.

Published in: Marketing, Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
545
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
12
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • Welcome! How is everyone doing? So excited to be here. This is my second time speaking at INBOUND, I’ve been at HubSpot for almost five years, and I’ve actually had multiple roles within the marketing department. Including running HubSpot’s social media group and later running all our primary lead generation channels. And as our team grew and grew, we realized – wait a second – we’re putting all of this muscle behind acquiring new customers. Where’s the marketing muscle to help retain them by helping them get more value. So that’s how I decided to start my new team. I spun off, and started customer marketing about six months ago. And guess what …
  • Let’s use that same inbound marketing machine that we’ve used to help prospects covert into leads to help customers take the actions that make them happier and get more value.
  • That’s because the nature of customer marketing is offering helpful content and information that helps them get more value. AT SCALE.
  • The reason why it’s so important to break up your customerbase into different segments is so you can more properly cater to their needs and support them the way they want to be supported.
  • Data – what defines a successful customerCharacteristics – what does this successful customer do?
  • Collect this information in your CRM or data collection tool.
  • Group and create lists.
  • Content is the bread and butter of ALL marketing -
  • Financial service company – maybe it’s saving techniques. If you have a different kind of product, maybe itincludesoverviews of how yourmostsatisfiedcustomer uses yourtools.
  • Webinar is great content for helping someone adopt your product or service for the first time. It’s important for more lengthy overview or introduction to a concept. Also great for one-to-many interaction, which can be helpful for building a bond with your customer/
  • It could include setup tutorials, if youre a service organization, it could walk through what to expect when you work together. It could also include an insight glimpse into the inner workings of your company. These are good because they can be short and sweet, a d
  • Product updates, testimonials, customer examples, etc. A strong customer blog can be beneficial to keep customers actively in the loop of what’s happening with your company.
  • Content Level – Image Text Orientation 3
  • Use Smart CTAs to Trigger Experience based on Data
  • Content Level – Image Text Orientation 3
  • Content Level – Image Text Orientation 3
  • How to Run Successful Customer Marketing to Earn Life-Long Customers

    1. 1. How to Run Successful Customer Marketing to Earn Life-long Customers Rebecca Corliss Head of Customer Marketing, HubSpot #inbound13
    2. 2. Rebecca CORLISS @repcor I’ve produced and starred in several music videos for HubSpot.
    3. 3. FLOWERS IMAGE – A million blossoming flowers
    4. 4. What is Good Customer Marketing 1 Help customers get more value out of your product or service 2 Helps customer stay active and positive 3 Anticipates issues and offers support 4 Drives upsells through a positive experience Blogs and creates content.
    5. 5. Agenda 1 2 Segment Your Customers and Set Your Goal Make Content That Helps Customers Get More Value 3 4 Set Up Your Customer Communication Channels Put it Together to Build Your Retention Campaign
    6. 6. 1 Segment Your Customers and Set Your Goals
    7. 7. Build Different Segments Around Your Successful Customers Needs Support Successful Ahead Blogs and ofcreates the Curve content.
    8. 8. Break it Down: What Defines Each Segment 1 What key characteristics define each segment? 2 What data can you use to recognize each characteristic? Blogs and creates content. 3 What support does each segment need to get more value out of your product or service?
    9. 9. EXAMPLE CUSTOMER SEGMENTS #inbound2013
    10. 10. The Super Successful Customer
    11. 11. Common Characteristics of the Super Successful Customer Uses Product Regularly Attends Training Classes Actively Blogs and Reading creates Content content.
    12. 12. YOUR GOAL: HELP YOUR CUSTOMER CONTINUE HEALTHY HABITS #inbound2013
    13. 13. The I’m Just Not That Into You Customer
    14. 14. Common Characteristics of the I’m Just Not That Into You Customer Hasn’t Logged in within 60 Days Not Actively Using the Tools Stopped Blogs and Reading creates Content content.
    15. 15. YOUR GOAL: HELP YOUR CUSTOMER GET BACK ON TRACK #inbound2013
    16. 16. The Gold Medal Customer
    17. 17. Common Characteristics of Gold Medal Customer Curious About New Features or Updates Growing and Wants Even More Results Wants to Blogs and Become creates content. More Advanced
    18. 18. YOUR GOAL: HELP YOUR CUSTOMER BE MORE ADVANCED. (UPSELL OPPORTUNITY) #inbound2013
    19. 19. Actions Applicable to Other Industries Activities Signs of Satisfaction Website Visits Reviews Written Email Opens NPS Score Features Set Up Repeat Purchases Videos Watched Coupons Used
    20. 20. Tools for Data Collection Usage Tracking Software HubSpot Events Tool Surveys & Self Identification AM or Service Logs
    21. 21. Collect and Store Customer Data
    22. 22. Create Smart Lists Based on Data
    23. 23. 2 Make Content That Helps Customers Get More Value
    24. 24. 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?
    25. 25. Ebook Content
    26. 26. WHAT IS A KEYWORD? Webinar Content
    27. 27. Product Videos
    28. 28. Blog Content
    29. 29. IMPORTANT: Use CTAs in Your Content to Encourage Customers to Take the Desired Action
    30. 30. 3 Set Up Your Customer Communication Channels
    31. 31. Homepage & Website
    32. 32. Login Screen
    33. 33. In-Product Call Outs
    34. 34. Thank You Pages
    35. 35. Blog Content
    36. 36. Email ... With an Exception
    37. 37. 4 Put it Together to Build Your Retention Campaign
    38. 38. THIS IS WHEN THE MAGIC HAPPENS #inbound2013
    39. 39. Three Elements of a Successful Customer Marketing Campaign Segment Data Content Blogs and Channels creates content. Triggered by Data
    40. 40. Example Customer Marketing Campaign No Login Past 30 Days Customer Enters List Triggers Email with Helpful Ebook Customer Downloads Ebook
    41. 41. Define Your Segments and Goals
    42. 42. WHAT IS A KEYWORD? Create Content That Helps Customers Get More Value
    43. 43. Give the Right Content to the Right Segments
    44. 44. WHAT IS A KEYWORD? Measure Your Impact and Success
    45. 45. THANK YOU Rebecca CORLISS @repcor

    ×