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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
Agenda

1 
2 
3 
4 

Segment Your Customers and Set Your Goal
Make Content That Helps Customers Get More Value
Set Up Your...
1

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

Needs Support

Successful

Ahead

Blogs and
of creates
the Curv...
Break it Down: What Defines Each Segment
1  What key characteristics define each segment?
2  What data can you use to reco...
HUBSPOT’S
CUSTOMER
SEGMENTS
#INBOUND13
The Super
Successful
Customer
Common Characteristics of the Super
Successful HubSpot Customer
Uses Landing
Pages to
Collect Leads

Number of
Landing Pag...
YOUR GOAL:
HELP YOUR CUSTOMER
CONTINUE HEALTHY HABITS
#INBOUND13
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
#INBOUND13
The Wants
Extra Credit
Customer
Common Characteristics of the Extra Credit
Customer
Curious About
New Features

Growing
and Wants
Even More
Results

Numbe...
YOUR GOAL:
HELP YOUR CUSTOMER
BECOME MORE ADVANCED
#INBOUND13
Metrics Applicable to Other Industries
Activities

Signs of Satisfaction

"
"
"
"

"
"
"
"

Website Visits
Email Opens
Fea...
Tools for Data Collection

"
"
"
"

Usage Tracking Software
HubSpot Events Tool
Surveys & Self Identification
AM or Servic...
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...
Ebook
Content
WHAT IS A
KEYWORD?

Webinar
Content
Product
Videos
Blog
Content
Don’t Forget: 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
#INBOUND13
Three Elements of a Successful Customer
Marketing Campaign

Segment
Data

Content

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

No Blog Posts
Published in
Past 30 Days

Customer
Enters
Smart List

Triggers
Smart C...
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 #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
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How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13

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INBOUND 2013 presentation by Rebecca Corliss.
Register for INBOUND 2014 at www.inbound.com

Published in: Business
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How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13

  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. Agenda 1  2  3  4  Segment Your Customers and Set Your Goal Make Content That Helps Customers Get More Value Set Up Your Customer Communication Channels Put it Together to Build Your Retention Campaign
  5. 5. 1 Segment Your Customers and Set Your Goals
  6. 6. Build Different Segments Around Your Successful Customers Needs Support Successful Ahead Blogs and of creates the Curve content.
  7. 7. Break it Down: What Defines Each Segment 1  What key characteristics define each segment? 2  What data can you use to recognize each characteristic? 3  What support does each Blogs and creates segment need to get more value content. out of your product or service?
  8. 8. HUBSPOT’S CUSTOMER SEGMENTS #INBOUND13
  9. 9. The Super Successful Customer
  10. 10. Common Characteristics of the Super Successful HubSpot Customer Uses Landing Pages to Collect Leads Number of Landing Pages Built Attends Training Classes Uses Analytics to Measure Results Blogs and Creates Content Number of Training Classes Attended Number of Visits to Analytics Tools Number of Blog Posts Per Month
  11. 11. YOUR GOAL: HELP YOUR CUSTOMER CONTINUE HEALTHY HABITS #INBOUND13
  12. 12. The I’m Just Not That Into You Customer
  13. 13. Common Characteristics of the I’m Just Not That Into You Customer Hasn’t Logged in within 60 Days Not Actively Using the Tools Number of Logins Per Month Number of Tools Accessed Isn’t Engaging Blogs and with Content creates content. Number of Ebooks Downloaded
  14. 14. YOUR GOAL: HELP YOUR CUSTOMER GET BACK ON TRACK #INBOUND13
  15. 15. The Wants Extra Credit Customer
  16. 16. Common Characteristics of the Extra Credit Customer Curious About New Features Growing and Wants Even More Results Number of Visits to Product Pages Growth in Number of Tools Accessed Wants to Do More Blogs and Advanced creates Marketing content. Number of Advanced Content Downloads
  17. 17. YOUR GOAL: HELP YOUR CUSTOMER BECOME MORE ADVANCED #INBOUND13
  18. 18. Metrics Applicable to Other Industries Activities Signs of Satisfaction " " " " " " " " Website Visits Email Opens Features Set Up Videos Watched Reviews Written NPS Score Repeat Purchases Coupons Used
  19. 19. Tools for Data Collection " " " " Usage Tracking Software HubSpot Events Tool Surveys & Self Identification AM or Service Logs
  20. 20. Collect and Store Customer Data
  21. 21. Create Smart Lists Based on Data
  22. 22. 2 Make Content That Helps Customers Get More Value
  23. 23. 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?
  24. 24. Ebook Content
  25. 25. WHAT IS A KEYWORD? Webinar Content
  26. 26. Product Videos
  27. 27. Blog Content
  28. 28. Don’t Forget: Use CTAs in Your Content to Encourage Customers to Take the Desired Action
  29. 29. 3 Set Up Your Customer Communication Channels
  30. 30. Homepage & Website
  31. 31. Login Screen
  32. 32. In-Product Call Outs
  33. 33. Thank You Pages
  34. 34. Blog Content
  35. 35. Email ... With an Exception
  36. 36. 4 Put it Together to Build Your Retention Campaign
  37. 37. THIS IS WHEN THE MAGIC HAPPENS #INBOUND13
  38. 38. Three Elements of a Successful Customer Marketing Campaign Segment Data Content Blogs and Channels creates content. Triggered by Data
  39. 39. Example Customer Marketing Campaign No Blog Posts Published in Past 30 Days Customer Enters Smart List Triggers Smart CTAs with Helpful Blogging Content Customer Downloads Ebook
  40. 40. Define Your Segments and Goals
  41. 41. WHAT IS A KEYWORD? Create Content That Helps Customers Get More Value
  42. 42. Give the Right Content to the Right Segments
  43. 43. WHAT IS A KEYWORD? Measure Your Impact and Success
  44. 44. THANK YOU Rebecca CORLISS @repcor

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