Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#INBOUND14
HOW TO TURN YOUR
CUSTOMER BASE INTO A
REVENUE ENGINE
Rebecca Corliss
Head of Customer Marketing, HubSpot
When she’s not building
HubSpot’s customer
marketing group, she’s
singing a cappella in her
group @TheEightTracks.
@repcor...
#INBOUND14
Problem: It had an
explicit beginning
and end.
Customer
Visit
Opportunity
Lead
Prospect
MQL
HubSpot’s Original ...
#INBOUND14
60 to 70%
The probability of converting
an existing customer is
Study by Marketing Metrics
It costs
5 to 20%
Th...
#INBOUND14
Use the Inbound Methodology to build a
customer marketing engine.
1  Build the Foundation of Your Customer Marketing Engine
2  Drive Revenue Through Retention
3  Identify Upsell Opportunit...
#INBOUND14
1 BUILD THE FOUNDATION OF YOUR
CUSTOMER MARKETING ENGINE
#INBOUND14
Four Components of Your Customer
Marketing Engine
Segment
Data
Content
Channels
Triggered
by Data
Customer
Goal
#INBOUND14
CUSTOMER GOAL
An activity or action that
benefits the customer
and the campaign.
#INBOUND14
Align Your Marketing Goal with How You Can
Best Help Your Customer
Active and Curious
Customer
Goal: Encourage ...
#INBOUND14
SEGMENT DATA
Data is your customers’
DNA. Use it to group like-
customers.
#INBOUND14
Blogs and
creates
content.
Divide Your Customer Base into Segments
#INBOUND14
Blogs and
creates
content.
Determine Data to Recognize Someone in
Each Segment
#INBOUND14
Activities
" Product Usage
" Content Consumed
" Emails Opened
" Pages Visited
Example Metrics to Segment Custom...
#INBOUND14
" Actively Uses the Product
àMeasure Product Activity
" Investigates New Features
àTrack Page Views
" Frequen...
#INBOUND14
" Actively Uses the Product
à 6+ Apps Used
" Investigates New Features
à 10 Page Views in 30 Days
" Frequentl...
#INBOUND14
Store Segment Data in a CRM or Database
#INBOUND14
Use Your Data to Make Segmented Lists
#INBOUND14
CHANNELS
Deliver your content
through channels
triggered by specific data.
#INBOUND14
Blogs and
creates
content.
Pick Channels to Communicate with Customers
Homepage Blog
Articles
Calls-to-Action T...
#INBOUND14
Blogs and
creates
content.
Trigger Your Channels Using Your Data
Homepage A
Data
Homepage B
#INBOUND14
CONTENT
Provide value and
information through
helpful content.
#INBOUND14
Blogs and
creates
content.
Decide What Content Will Best Help Each
Segment
#INBOUND14
Blogs and
creates
content.
Your Content Will Drive Your Marketing Goal
VALUABLE
CONTENT GOAL
#INBOUND14
Put it Together: The Customer Marketing Engine
in Action
Content
Customer receives
targeted content
Customer
Go...
#INBOUND14
2 DRIVE REVENUE THROUGH
RETENTION
#INBOUND14
5x Moreto earn a new customer than to
retain a current one.
Inc. Customer Service
It costs
!
#INBOUND14
What is retention?
Means different things in different industries
So what is customer retention, really?
#INBOUND14
Key Pieces of Successful Retention
Driving retention is offering constant value to all
customers, not just reac...
#INBOUND14
•  Focus on your customers’ individual needs.
•  Offer the value they expect from your product or service.
•  M...
#INBOUND14
1  Set the Goal: What do they need to improve their experience?
2  Define Segment: How can you identify who nee...
#INBOUND14
ContentGoal ChannelSegment Data
Get a Quick
Win in My
Product
No Login
Past 30 Days
Triggers
Call-to-action
Rec...
#INBOUND14
Happy & Active
Needs Some Support
#INBOUND14
Build Your Proactive Retention Engine
1  Build customer segments
automatically through data.
2  Set up automati...
#INBOUND14
3 IDENTIFY UPSELL
OPPORTUNITIES
#INBOUND14
What is an upsell opportunity?
-- different for different industries.
Upsell opportunities are your chance to g...
#INBOUND14
67%higher average spend than
brand new customers.
Inc. Customer Service
Repeat customers have a
#INBOUND14
•  Locate your happiest and most satisfied customers.
•  Find customers who would value most from your addition...
#INBOUND14
Build Your Customer Marketing Funnel
$$$
Opportunity
Customer Lead
MQL
Customers who download your
specialty co...
#INBOUND14
Campaign: Sell our new
executive summit training to
customers who would value it
most.
Example Customer Upsell ...
#INBOUND14
1  Set the Goal: Encourage customers to consider training
2  Define Segment Data: Active customers
3  Pick Chan...
#INBOUND14
Webinar to Attract Customers Interested in the
Topic
Sneak peek into the
type of content the
service would prov...
#INBOUND14
CTA Drives Customers to Learn About Summit
In the live webinar, we
added a call-to-action
that promoted the
ser...
#INBOUND14
CTA Drives to MQL Customer Landing Page
All signups get a follow
up call from one of our
customer service
manag...
#INBOUND14
Build Your Upsell Engine
1  Use content to attract customers who
could be interested in your product.
2  Drive ...
#INBOUND14
4 EARN REFERRALS THROUGH
CUSTOMER ADVOCACY
#INBOUND14
Imagine the last time you bought something.
Why did you buy it?
#INBOUND14
4x Morelikely to buy when referred by a
friend.
Nielson
People are
#INBOUND14
1  Set the Goal: Encourage happy customers to refer a friend
2  Define Segment Data: NPS 9 or 10 Users
3  Pick ...
#INBOUND14
Referrals Should Be Part of a Customer Advocacy
Program
#INBOUND14
Customers Can Help You:
" Spread your content on social.
" Teach others about your product or service at user g...
#INBOUND14
¤ Free product (free upgrade, free month, discount)
¤ SWAG and Gifts
¤ Gift Card
¤ Consulting Time
¤ Nonpr...
#INBOUND14
Example Customer Advocacy Campaign
ContentGoal ChannelSegment Data
Encourage
Content
Share
10 Blog Views
in 30 ...
#INBOUND14
Full Customer Advocacy Suite
Partner & Advocate Programs
Focus on Easy Saas Referrals
Example Referral & Advoca...
#INBOUND14
Build Your Customer Advocacy Engine
1  Identify your happiest, top customers
using NPS score and previous revie...
#INBOUND14
5 Wrap up: Building an Engine
That Lasts
#INBOUND14
Three Components to a Long-lasting
Engine
1  Track lots of customer data.
2  Use your data for custom
triggers....
#INBOUND14
Measure the impact of each of your customer
marketing campaigns.
#INBOUND14
RETENTION ENGINE
Track churn rate or
continued purchases.
#INBOUND14
UPSELL ENGINE
Measure additional
revenue driven by current
customers.
#INBOUND14
REFERRAL ENGINE
Track referrals driven by
customers, as well as the
close rate of those
referrals.
#INBOUND14
#INBOUND14
THANK YOU
Rebecca Corliss, HubSpot
@repcor
#INBOUND14 Example Customer Advocacy Campaign
#INBOUND14 Example Customer Advocacy Campaign
#INBOUND14 Example Customer Advocacy Campaign
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
ALL YOU NEED'S A #HASHTAG AND A DREAM [INBOUND 2014]
Next
Upcoming SlideShare
ALL YOU NEED'S A #HASHTAG AND A DREAM [INBOUND 2014]
Next
Download to read offline and view in fullscreen.

Share

#INBOUND14 Example Customer Advocacy Campaign How to Turn Your Customer Base into a Revenue Engine [INBOUND 2014]

Download to read offline

#INBOUND14
Example Customer Advocacy Campaign
ContentGoal ChannelSegment Data
Encourage
Content
Share
10 Blog Views
in 30 Days
CTA and
Homepage
Free Ebook
and Request
to Share

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • TaraHorgan

    Sep. 22, 2017
  • communicationssmjch

    Sep. 21, 2015
  • mossie70

    Jul. 9, 2015
  • Grahamcleveley

    Apr. 16, 2015
  • caplaa

    Oct. 23, 2014
  • ratneshwarprasadsinha3

    Oct. 16, 2014
  • ISSABAYALA

    Oct. 15, 2014
  • MerajFaheem

    Oct. 8, 2014
  • Arlblackino

    Oct. 8, 2014
  • AndrewYim1

    Oct. 6, 2014
  • ram.devesh

    Oct. 3, 2014
  • MichelleOmoOlaye

    Oct. 1, 2014
  • gcaetano

    Sep. 30, 2014
  • patrickpk

    Sep. 29, 2014
  • ThomasWalthour

    Sep. 29, 2014
  • zbyniowino

    Sep. 29, 2014
  • whereareyouann

    Sep. 29, 2014
  • AlisonSmith13

    Sep. 29, 2014
  • lookupper

    Sep. 29, 2014
  • jasonli1880

    Sep. 29, 2014

#INBOUND14 Example Customer Advocacy Campaign ContentGoal ChannelSegment Data Encourage Content Share 10 Blog Views in 30 Days CTA and Homepage Free Ebook and Request to Share

Views

Total views

24,993

On Slideshare

0

From embeds

0

Number of embeds

345

Actions

Downloads

359

Shares

0

Comments

0

Likes

52

×