4. @crowleymaggie unbounce.com/maggie
3 marketing tactics that
work in customer
success
We experimented with customer marketing for the
last 11 months and here’s what happened.
M A G G I E C R O W L E Y
We experimented with
customer marketing for
the last 11 months and
here’s what happened.
32. ”
“ Just have to say that I LOVE this campaign.
As a director of marketing I hardly ever see
anything new in digital marketing but this got
my attention. All the details are perfect from
the coffee stain flyer you sent to the CDO
name to the sticky notes. Love it. You guys
are awesome.Cole Vineyard
Director of Product Management
& Marketing at Wondershare
I’m Maggie and today, I’m going to talk about the customer marketing experiment we’ve been running at unbounce that’s helped us tackle churn and increase cashflow. I’ll share why we put a focus on customer marketing the impact it’s made and the three marketing strategies that have worked for us is CS that you can use too.
How many marketers in the room? How many of you work in CS? Any marketers working in CS? Or with customers at all?
We all know how important “marketing” is, but what about marketing to the customers you already have?- we do product marketing, content marketing, inbound marketing, etc. but how many do customer marketing?
Weirdly, not a lot of companies do this.
Traditionally, marketing departments get a lot of money to spend to create brand awareness, to generate leads to acquire new cusotmers. They spend a lot of time and energy coming up with creative, fun campaigns. But usually, once a customer is in -- the romance is over, they’ve been won.
But in subscription companies, this can be a huge problem. Because one word: churn. We need customers to continue paying each month in order to keep the business healthy. https://unbounce.zoom.us/j/772389430
We need customers to continue paying each month in order to keep the business healthy.
So back to the story – this is my team at unbounce. We were a bunch of top of funnel marketers who were basically dropped into customer success to see if we could move the needle with churn and expansion MRR. So, for the last 11 months, we’ve been experimenting with customer marketing and today i want to show you how that’s played out and talk about some of the lessons we’ve learned that you can use, too.
Okay, let’s get into it. Here’s what a pretty typical customer journey looks like. First they have to..
Traditional marketing teams are focused on the top of the funnel and not on retaining customers.
Traditional CS teams aren’t set up to proactively address churn.
Should this be it’s own slide? -> customer marketing is a blend of tofu marketing tactics with a blend of customer empathy
Traditional marketing teams are focused on the top of the funnel and not on retaining customers.
Traditional CS teams aren’t set up to proactively address churn.
So over the last 11 months we’ve run rentention campaigns,
Replace with cash revenue:
We can also attribute more annual subscribers to our campaigns. and we’ve had large focus on migrating monthly subscribers to annual plans, which we’ve seen as kind of a low hanging fruit and had a lot of success with. As a result, we can expect a reduced churn rate by having more annual subscribers
The trifecta – come up with a way to illustrate this visually
We learned a lot along the way, and we want to share step-by-step instructions for three of the most effective tactics we used to created ultra-personalized messages for an audience of 10K+ Unbounce customers:
To paraphrase the Queen of Soul Aretha Franklin, the word is R*E*L*E*V*A*N*C*E.
Segmentation allows you to be specific. Specific makes people feel special.
Through segmentation we were able to create a more relevant message for each group.
N00bs:
N00bs:
OGs
Traitors
Traitors
Being customer centric means putting your customer on a pedastal and building every asset, every campaign, etc through a very empathetic lens. It’s really about elevating the quality of the experience for your customers.
Instead of THIS, we did THIS. (the before and after of our work.) find a gif of the click from the email to the plan change page
At the end of the day, no matter how cool your campaign is, if customers aren’t getting value from your company, they’re going to leave.
Tweet “love the new unbounce pricing, makes so much sense etc”
In our pricing campaign, there were a few key feature benefits in addition to a discount.
This is a dark slide for quotes
Spend more time here.
And in words of the godfather of soul, obvioulsy this is what we’re trying to do… GET UP, GET ON UP
Personalization is one of the easiest ways to increase open rates, click through rates and conversion rates. And there’s a lot of ways you can personalize besides just adding fname
Make these more stand alone (for twitter)
More info in the bullets
Personalization: try it