Inbound Nurturing - Make them Fall In Love All Over Again

•

33 likes•6,960 views

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.

Business Technology

Make them
FALL IN LOVE
All Over Again
Nurturing the
INBOUND
Way

Kirsten Knipp
@kirstenpetra

I’m Kirsten Knipp.
Nice to meet you.

#MARKETING
LOVE

@kirstenpetra
VP Europe @HubSpot

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)

NURTURING, THE INBOUND WAY

1 Humanize
Your
Marketing

Create Content People WANT

• Blog.HubSpot.com

• YouTube.com/HubSpot

• Slideshare.com/HubSpot

• Flickr.com/HubSpot

• HubSpot.TV

6

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

‘Your industry
isn’t boring.
Your marketing
is boring.’
@dharmesh

Average Content Gets Shared

13
14

12

10

8

6

4

2

0
1 2 3 4 5 6 7 8 9 10 11 12 13
13

AWESOME Content Gets Shared MORE
9000

8000
8,191
7000

6000

5000

4000

3000

2000

1000

0
1 2 3 4 5 6 7 8 9 10 11 12 13
14

9000 13 VS. 8,191
8000

7000

6000

5000

4000

3000

2000

1000

0
1 2 3 4 5 6 7 8 9 10 11 12 13
15

EITHER WRITE
SOMETHING WORTH
READING OR DO
SOMETHING WORTH
WRITING.

—Benjamin Franklin

NURTURING, THE INBOUND WAY

2 Personalize:
The Way YOU
Would Want

WHAT DO
THESE
COMPANIES
HAVE IN
COMMON?
18

Users, Usage & Conversion

Better
More Users & Usage Personalization

Better Conversion Better Value

20

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

INBOUND
MARKETING
EXPERIENCE
MIKE CUSTOMIZED
FOR MIKE

f+ Facebook Follow
Purchase Hx
$
Email

Page Visits
Social
Webinar

Blog Sub Web

Mobile

Tools & Apps

25

Screenshot of Mike’s Amazon.com
homepage

26

NURTURING, THE INBOUND WAY

3
Customers Using
Inbound Tools
(Hint: HubSpot Can
Help)

SaaS-Based HR Tool to
Inspire & Connect
• Increase Upgrades
from Free Trial
• Increase Retention

Increasing Trial Usage
Lead Starts
15 Day Trial

1 Week Left IF
Welcome 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

IMAGINE YOU
CAN DO THIS
FOR ANY
ACTION …

WHY?
•Deal Speed
•Customer
Retention
•Cross & Up-Sell
•Low-Touch
Support

Will You Make them Fall in Love Again?

1 Make Marketing People Love

22 Personalize: The Way YOU Would Want

3 Use Inbound Tools

5,500+
$65M customers

from VCs

320 45,000+
new leads per month
employees

Complicated Easy & Integrated
& Confusing

Grade your entire
marketing funnel NOW!

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