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SearchLove San Diego 2018 | Alexa Hubley | Real Lessons in Growth Marketing... From Watching Romantic Comedies

The goal of most online marketers is lead generation... but that's only half the picture. The other half is what you do to grow your leads into happy customers. In her session, Alexa will be taking us through a framework for romancing customers through personalisation, a campaign that generated $600,000 in annual recurring revenue in just six months, and her how-to guide to creating relationships with customers.

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SearchLove San Diego 2018 | Alexa Hubley | Real Lessons in Growth Marketing... From Watching Romantic Comedies

  1. 1. speaker ALEXAHUBLEY lessons in growth marketing from watching romantic comedies alexa_hubley
  2. 2. alexa_hubley
  3. 3. growth marketing relationship marketing at scale alexa_hubley
  4. 4. alexa_hubley
  5. 5. drive engagement, retention and loyalty alexa_hubley
  6. 6. lead > new trial > customer > evangelist alexa_hubley
  7. 7. alexa_hubley
  8. 8. the annual plan migration campaign alexa_hubley
  9. 9. the background alexa_hubley
  10. 10. we changed 
 our pricing alexa_hubley
  11. 11. the objective alexa_hubley
  12. 12. migrate monthly customers to new annual plans alexa_hubley
  13. 13. only 2% of customers had annual plans alexa_hubley
  14. 14. annual plans promote deeper commitment alexa_hubley
  15. 15. the challenge alexa_hubley
  16. 16. how can we 
 create value 
 so customers 
 don’t leave us? alexa_hubley
  17. 17. what do you think are the scariest two words to a saas customer? alexa_hubley
  18. 18. alexa_hubley
  19. 19. the stakes are really high alexa_hubley
  20. 20. alexa_hubley and that’s where
 romcoms come in!
  21. 21. three lessons alexa_hubley
  22. 22. intimacy lesson one
  23. 23. alexa_hubley
  24. 24. alexa_hubley
  25. 25. how can we create intimacy with our campaign? alexa_hubley
  26. 26. segmentation
  27. 27. “ ”Sean Zinmeister, Columnist, Martech alexa_hubley with a segmented profile you can speak to each prospect as an individual.
  28. 28. alexa_hubley
  29. 29. the planning alexa_hubley
  30. 30. understand > decide > prototype > finalize > launch data and research targets QA read how we modified Google sprints to run better campaigns at alexa.unbounce.com
  31. 31. the data alexa_hubley
  32. 32. alexa_hubley
  33. 33. the research alexa_hubley
  34. 34. how to raise prices without causing a customer meltdown alexa_hubley
  35. 35. pricing gone wrong exhibit a alexa_hubley
  36. 36. alexa_hubley
  37. 37. alexa_hubley
  38. 38. alexa_hubley
  39. 39. the target alexa_hubley
  40. 40. increase the percentage of customers on annual plans from 2% to 10% alexa_hubley
  41. 41. generate $450,000 
 in annual recurring revenue alexa_hubley
  42. 42. the outcome alexa_hubley
  43. 43. seven cohorts alexa_hubley
  44. 44. seven landing pages alexa_hubley
  45. 45. x five iterations alexa_hubley
  46. 46. seven plan tables alexa_hubley
  47. 47. alexa_hubley
  48. 48. eight emails alexa_hubley
  49. 49. alexa_hubley
  50. 50. alexa_hubley two videos
  51. 51. alexa_hubley
  52. 52. x 3500 image thumbnails alexa_hubley
  53. 53. learn how to create personalize image thumbnails at alexa.unbounce.com
  54. 54. alexa_hubley and personalized…
  55. 55. extra offers email senders features & benefits alexa_hubley
  56. 56. segmentation > personalization > intimacy find the framework at alexa.unbounce.com
  57. 57. lesson two woo (ooo)!
  58. 58. alexa_hubley
  59. 59. how can we woo our customers in 
 our campaign? alexa_hubley
  60. 60. humor
  61. 61. “ ”David Meerman, The New Rules of Marketing and PR if you can make someone laugh, there is an emotional connection with them and anything you say beyond that is going to be more meaningful. alexa_hubley
  62. 62. chief discount officer alexa_hubley
  63. 63. alexa_hubley
  64. 64. alexa_hubley
  65. 65. alexa_hubley
  66. 66. make someone smile alexa_hubley
  67. 67. build a connection alexa_hubley
  68. 68. “ ”Cole Vineyard, Unbounce Customer just have to say that i love this campaign…as a director of marketing i 
 rarely see anything new, 
 but this got my attention. alexa_hubley
  69. 69. humor > connection > woo(ooo)! find the framework at alexa.unbounce.com
  70. 70. trust lesson three
  71. 71. alexa_hubley
  72. 72. alexa_hubley
  73. 73. how can we build trust 
 with our own campaign? alexa_hubley
  74. 74. reciprocity
  75. 75. “ ”Sam Fiorella, Partner, Sensei Marketing when customers are made to 
 feel that they’re special, the likelihood that they’ll respond favorably increases dramatically. alexa_hubley
  76. 76. alexa_hubley
  77. 77. deluxe swag packs one hundred alexa_hubley
  78. 78. conversion sessions ten alexa_hubley
  79. 79. $30,000 alexa_hubley
  80. 80. easter eggs alexa_hubley
  81. 81. CDO tool tip alexa_hubley
  82. 82. CDO alexa_hubley
  83. 83. CDO alexa_hubley
  84. 84. CDO alexa_hubley
  85. 85. a deal extension alexa_hubley
  86. 86. alexa_hubley
  87. 87. migrations per day extension alexa_hubley
  88. 88. reciprocity > trust find the framework at alexa.unbounce.com
  89. 89. intimacy > woo > trust > ? alexa_hubley
  90. 90. put a ring on it
  91. 91. annual plans alexa_hubley
  92. 92. increasethepercentageofcustomers
 on annual plans from 2% to 10% the target
  93. 93. results alexa_hubley
  94. 94. 21%annual plans alexa_hubley
  95. 95. $660,000 annual recurring revenue alexa_hubley
  96. 96. but the best part… alexa_hubley
  97. 97. alexa_hubley the trophy for best email 
 marketing goes to unbounce, 
 thank you for making my inbox 
 a brighter place to be. Iris Maslow, Unbounce Customer “ ”
  98. 98. alexa_hubley i switched to annual plans thanks to the video… amazing campaign, guys! Rosario Toscano, Unbounce Customer “ ”
  99. 99. “ ”AJ O’Reilley, Unbounce Customer the new unbounce plans make so much sense, 
 love this company! alexa_hubley
  100. 100. alexa.unbounce.com alexa_hubley

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