1. +
Context Marketing for the eCommerce
Shopper
Building a marketing experience that customizes itself
#eCommContext

2. Sam
@Mallikarjunan
Head of eCommerce at HubSpot

3. Brian
Rogers
Head of
Customer
Success at
Evergage

4. Ask questions at any time:
Use hashtag
#eCommContext
Use the
GoToWebinar
Questions Panel

5. “If Content is
King, then
Context is
God.”
– Gary Vaynerchuk

6. Two Types of Data

7. 1
Implicit Data

8. What you know about
your visitors based
on their on-site
behavior

9. 2
Explicit Data

10. What your customers tell you
• Purchase History
• Pre-Transactional
Conversions
• Surveys

11. The Buyer’s Journey

18. How does context fit into
INBOUND commerce??

19. Inbound Marketing is…
Instead of interrupting
experiences people love…
Inbound marketers focus on
creating them.

20. Context marketing is
creating a personalized
shopping experience
through the
combination of Explicit
and Implicit data –
engage and guide your
customer to success.

21. Turn Website into a top sales rep…

23. Research Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site
Pre-Transactional contacts go beyond just
list building, you’re generating future sales
revenue that you can analyze and optimize:

24. Research Phase - Explicit
Pre-Transactional contacts go beyond just
list building, you’re generating future sales
revenue that you can analyze and optimize:
𝐶
∗ 𝑉
𝐷
C = # of new customers,
D = # of downloads,
V = Average LTV

26. Comparison Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site
• Product of Interest
• Frequency of Visits
• Depth of Research
Pre-Transactional contacts go beyond just
list building, you’re generating future sales
revenue that you can analyze and optimize:

27. Comparison Phase – Explicit
Once your customer has a fair grasp on their
wants and needs, they can start to compare
options. They might be comparing your
product to a competitor’s, or even just
comparing product options that you sell.
You can send them
content that helps
them make decisions
through email, social,
and dynamic content.
• Buyer’s Guides
• Feature
Explanations
• Case Studies
• Social Proof

29. Intent Phase - Implicit
Know:
• Referring Source
• Content Viewed
• Geo Location
• Time on Site
• Product of Interest
• Frequency of Visits
• Depth of Research
• Shopping Cart Details
• Shopping Cart Engagement
• Conversion Factors
Get Notified of Price Drop
Tip: Shipping is free on orders over $50?

30. Intent Phase - Explicit
In the intent phase, your customer knows
what they want to buy. Now they just has to
decide when and from whom.
In the previous phases, you’ve captured
information about what really matters to
your customer and when they’re planning
to make a move. Now you can leverage
that.
This is the only
portion of the
customer’s buying
lifecycle that you
want to use coupons
or other incentive
based messaging.

33. Confused? Excited? Ready to go?
You can request a free eCommerce Marketing Assessment by going to
www.HubSpot.com/eCommerce
Learn more about Behavior Based Context Marketing with Evergage:
www.evergage.com/ecom

34. THANK YOU

35. QUESTIONS?