We've been experimenting with Customer Marketing. Here's what you need to know.
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The Unbounce team has been experimenting with customer marketing for the last eleven months. We've learned a lot - here's what you need to know.
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We've been experimenting with Customer Marketing. Here's what you need to know.
- 1. @crowleymaggie success.unbounce.com/maggie we’ve been experimenting with customer marketing and here’s what you should know M A G G I E C R O W L E Y
- 4. @crowleymaggie success.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.
- 5. @crowleymaggie success.unbounce.com/maggie i’m maggie. ● CUSTOMER MARKETING STRATEGIST ● FORMER TOFU MARKETER ● SOUL QUEEN
- 8. @crowleymaggie success.unbounce.com/maggie marketing tactics applied with a heavy dose of customer empathy
- 12. @crowleymaggie success.unbounce.com/maggie here’s what worked: 1. SEGMENTATION 2. CUSTOMER-CENTRICITY 3. PERSONALIZATION
- 15. @crowleymaggie success.unbounce.com/maggie n00bs = never tried it ogs = using something similar traitors = using a competitor
- 16. @crowleymaggie success.unbounce.com/maggie Key message for n00bs:
- 17. @crowleymaggie success.unbounce.com/maggie Key message for n00bs:
- 18. @crowleymaggie success.unbounce.com/maggie Key message for n00bs:
- 20. @crowleymaggie success.unbounce.com/maggie the good news: YOU HAVE EVERYTHING YOU NEED
- 21. @crowleymaggie success.unbounce.com/maggie ● SEGMENT BY: ● JOB ROLE ● MONTHLY SPEND ● USAGE ● LOCATION/DEMO
- 23. @crowleymaggie success.unbounce.com/maggie make it: 1.EASY (FOR THE CUSTOMER) 2.VALUABLE 3.ENTERTAINING
- 29. ” “ 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
- 30. @crowleymaggie success.unbounce.com/maggie ● TEST OFFERS, ASSETS & WORKFLOWS ● INTERVIEW CUSTOMERS ● DON’T MAKE BORING MARKETING
- 33. @crowleymaggie success.unbounce.com/maggie *Well… more of a fact of life. fact*: 100% PEOPLE LOVE THE SIGHT OF THEIR NAME
- 56. @crowleymaggie success.unbounce.com/maggie ● USE YOUR DATA ● TOOLS: ● CLEARBIT ● CLOUDINARY
- 58. @crowleymaggie success.unbounce.com/maggie here’s what worked: 1. SEGMENTATION 2. CUSTOMER-CENTRICITY 3. PERSONALIZATION
Editor's Notes
- - How we increased LTV by 14% over the last 11 months (spoiler alert: without acquiring new customers)
- Let’s start with a story. 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. Let’s start with a story. 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? Usually marketing (the fun, exciting stuff we spend money on) stops the minute you have the customer, then customer success steps in. And, there’s usually not a lot of thought put into that part of the customer journey. 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 many times, 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. There’s a problem in marketing: it stops once you the customer starts paying you (illustration) Traditional CS teams aren’t set up to proactively address churn. Traditional marketing teams are focused on the top of the funnel and not on retaining customers.
- 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.
- Provide more context for each slide
- N00bs:
- N00bs:
- OGs
- Traitors
- 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.
- Make these more stand alone (for twitter) More info in the bullets Personalization: try it
- 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