Unific is known for unlocking and simplifying Ecommerce growth with data integration, analytics, personalization, and retention tools running on top of HubSpot. Their Customer Cultivation framework helps marketers use data to discover what to do next in order to consistently delight their customers with HubSpot. With RFM / Buying Behavior Analysis, learn how Unific helps Ecommerce growth marketers use HubSpot to: -- Identify and act on weaknesses in the customer journey with HubSpot Workflows -- Increase abandoned cart recovery rate and save margin by using data to decide who needs a coupon to complete their checkout and who doesn’t -- Use Dynamic Segments with HubSpot Workflows to send the right message to the right person at the right time -- Use HubSpot Workflows to delight and collect UGC (user-generated content) -- Increase revenue from best customers and prevent churn from drifting customers with Dynamic Coupons -- Use Unific’s deep shopping cart integration with HubSpot’s Service Hub to provide an exceptional experience during pre-purchase and post-purchase interactions -- Use HubSpot's powerful Custom Workflow Actions and use Unific and other apps in the HubSpot app marketplace to provide a delightful experience in every part of the customer journey

1. Welcome to the eCommerce HUG!
Today’s Topic: Customer Cultivation with HubSpot

2. HUG Agenda
12:30 PM ET
12:40 PM ET
1:30 PM ET
Introductions
Presentation begins
Q&A
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3. About The Host
Known RevOps and HubSpot CRM Tips & Tricks
Leads marketing and cross team collaboration at
UGC solution
Bleeding orange since mid 2009
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Christina Kay | VP, Marketing & RevOps | ResellerRatings
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4. About The Speaker
Known for making technology simple
Leads Unific, Ecommerce focused SaaS company
Bleeding orange since 2014
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Parag Jagdale | Co-Founder & CEO | Unific
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5. What is Unific?
Ecommerce Integrations, Analytics, Personalization
& Retention Platform for HubSpot

6. Good design [sic] is thorough down
to the last detail
Nothing must be arbitrary or left to
chance. Care and accuracy in the
design process show respect towards
the consumer.
- Dieter Rams
Good design principle #8
The Details Are Important
Image: https://www.cnn.com/style/article/dieter-rams-film-exhibition-style-intl/index.html

7. ● You don’t have time to pay attention to the entire
customer journey
● You have all the aspirations to be Data-Driven, but
don’t know where to start
● Analysis paralysis / fear of failure
● Waiting for unattainable perfection
● HubSpot is powerful, but complex
As an Ecommerce Marketer, You Don’t
Have Time To Design A Delightful
Customer Journey

8. ● Why you are like a farmer
● Take a data driven approach to ecommerce growth
● Generate more repeat buyers
● Identify weaknesses in the customer journey and act on
them
● Use the power of Unific and HubSpot together to delight
customers
You will learn:

9. Who Are Our
Ideal
Customers?

10. ● __________________________________________
What is the ideal type of customer for
an ecommerce business?

11. ● Active High Lifetime Value (LTV) Repeat Buyers
What is the favorite type of customer
for an ecommerce business?

12. For the right product groups,
repeat buyers are just subscribers
without the contract
● Supplements
● Meal Replacement
● Pet Supplies
● Fashion
● Coffee
● Juices
● Electronics
● Face masks (for now)
● Athleisure
● Cosmetics
● ETC

13. Subscribers stay subscribed when
they’re getting the value/outcomes
they’re looking for
They are also loyal if they get
consistent delightful experiences
from your brand

14. Customer
Cultivation
Flywheel

15. Let’s talk about value and let’s
talk about why you’re a farmer
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16. What value the customer needs to
achieve the outcome they are looking for
to continue to purchase
● Who actually needs your product?
● How often they need your product?
● What do they need in order to get full value from
your product?
● How do you help them gain that knowledge?
● How often should you message them?
● What should you message them about?
Why ‘Cultivation’?
What the seeds need in order to grow to
their full potential
● When to plant
● When to water
● What seeds work best in what soil
● What diseases might your crop get
● What nutrients to put in the fertilizer
● When to let the plants grow
● When to harvest

17. 17
Cultivating Relationships
at Scale
A flywheel that helps online
merchants achieve stable,
predictable growth by consistently
providing value to customers,
achieving mutually beneficial
outcomes.

18. What does Cultivation mean really?
● Businesses take the time to understand the
value/outcome that a customer is searching
for when they make a purchase.
● They focus their efforts on finding potential
customers who actually need/want that value.
● They create an experience oriented around
consistently delivering that value throughout
the whole customer relationship.

19. Customer
Cultivation
Features

20. Deep Data Sync

21. Understanding Customer
Buying Behavior

22. Dynamic Segments
● Automatically splits population of customers
into segments
● Automatically syncs those segments into
HubSpot as a property on the contact record
● Customers can move between segments
automatically as their buying behavior
changes
● Sync whether the customer is “ACTIVE”,
“DRIFTING”, “CHURN RISK” or “LOST”

23. Dynamic Coupons
● Create coupons in your store directly as an
action in a HubSpot workflow
● Coupons are one time use
● Target who gets a coupon by who is
enrolled in a workflow
● Create branches in workflows and send
coupons to customers who go through a
specific branch

24. Flywheel in
Action

25. ● Cultivating relationships produces
customer delight
● Delighted customers write reviews that
attract new customers
● Delighted customers refer new customers
● If you retain your existing customers, you
will have more delighted customers to ask
for reviews!
Attract

26. ● Target only delighted “active” customers
● “Review Request” workflow and incentivize
with Dynamic Coupons
● “Refer a Friend, Give a Coupon, Get a
Coupon” workflow
Example Workflows to Attract Customers

27. Cultivate

28. ● The more customers you attract, the more
you have to cultivate!
● Understand the customer buying behavior
● Consistently provide the value that they’re
seeking from your product
● Proactively provide delightful experiences that
help get repeat purchases or more
engagement
● Identify weaknesses in customer journey and
react to feedback
Cultivate

29. ● Survey low value customers
○ Ask churning segments for feedback with a
HubSpot Survey or another tool
○ Identify weaknesses
○ Fix issues and close the feedback loop
● VIP treatment for high value customers
○ Early product release notification
○ Early bird savings
○ Special releases
○ Rewards
Example: Cultivate Relationships
with HubSpot

30. Example: Cultivate Relationships
with HubSpot (cont.)
● Re-inforce value
○ Send engaging content that explains what
problems your product solves
○ Remind customers what life would be like
without your product(s)
● Provide exceptional customer service
○ Ecommerce data with Dynamic Segments plus
HubSpot ServiceHub give context on the value
of every customer

31. Personalize the Post Purchase
Experience
● Send tips about how to use your products if
buyer has not bought in a while
○ Recipes for food items purchased
○ Accessories that go with the fashion items
purchased
● Recommend products based on categories
purchased in the past
○ Use purchase history and target all
customers, new customers or low value
customers

32. Retain

33. ● Identify which segment is the weakest at retention by looking at churn
● Every segment will have customers who are “Active, “Drifting”,
“Churn Risk” or “Lost” based on buying behavior
Retention Spectrum

34. ● Enroll “Drifting”, “Churn Risk” or “Lost”
customers
● Generate a one time use, expiring coupon
in your shopping cart
● Send email(s) with coupon
● Send reminders about expiration date
Example: Target Churning Customers

35. Summary

36. What We Learned
● Simplify taking action with Customer Cultivation
● How to take a data driven approach to growth
● Generate more Active High Lifetime Value (LTV) Repeat
Buyers
● Identify weaknesses in the customer journey and act on
them
● Use the power of Unific and HubSpot together to delight
customers

37. eBook of 5 Customer
Cultivation Workflows That You
Can Launch today
unific.com/customer-cultivation

38. Join the Community
Group! Link In Chat!

39. Connect with us!
Christina Kay
Twitter: @ChristinaKay
RSR Twitter: @ResellerRatings
Email: christina.kay@resellerratings.com
LinkedIn: www.linkedin.com/in/christinakay
Parag Jagdale
Email: parag@unific.com
LinkedIn: www.linkedin.com/in/paragjagdale
Twitter: @unificdotcom