How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
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This document outlines Rebecca Corliss's presentation on running successful customer marketing campaigns. The key points discussed are: 1. Segment customers based on characteristics and goals for each segment like helping successful customers continue usage or less engaged customers get back on track. 2. Create helpful educational content in various formats to provide value to customers through ebooks, webinars, videos and blog posts with calls to action. 3. Set up communication channels to reach customers through the website, login screens, in-product messages, emails and blog content. 4. Build a retention marketing campaign by segmenting customers, creating relevant content, and triggering content to segments based on data points through smart lists and calls to
How to Run Successful Customer Marketing to Earn Life-long Customers #INBOUND13
- 1. How to Run Successful Customer Marketing to Earn Life-long Customers Rebecca Corliss Head of Customer Marketing, HubSpot #INBOUND13
- 2. Rebecca CORLISS @repcor I’ve produced and starred in several music videos for HubSpot.
- 5. FLOWERS IMAGE – A million blossoming flowers
- 7. Agenda 1 2 3 4 Segment Your Customers and Set Your Goal Make Content That Helps Customers Get More Value Set Up Your Customer Communication Channels Put it Together to Build Your Retention Campaign
- 8. 1 Segment Your Customers and Set Your Goals
- 11. Build Different Segments Around Your Successful Customers Needs Support Successful Ahead Blogs and of creates the Curve content.
- 12. Break it Down: What Defines Each Segment 1 What key characteristics define each segment? 2 What data can you use to recognize each characteristic? 3 What support does each Blogs and creates segment need to get more value content. out of your product or service?
- 15. Common Characteristics of the Super Successful HubSpot Customer Uses Landing Pages to Collect Leads Number of Landing Pages Built Attends Training Classes Uses Analytics to Measure Results Blogs and Creates Content Number of Training Classes Attended Number of Visits to Analytics Tools Number of Blog Posts Per Month
- 16. YOUR GOAL: HELP YOUR CUSTOMER CONTINUE HEALTHY HABITS #INBOUND13
- 17. The I’m Just Not That Into You Customer
- 18. Common Characteristics of the I’m Just Not That Into You Customer Hasn’t Logged in within 60 Days Not Actively Using the Tools Number of Logins Per Month Number of Tools Accessed Isn’t Engaging Blogs and with Content creates content. Number of Ebooks Downloaded
- 19. YOUR GOAL: HELP YOUR CUSTOMER GET BACK ON TRACK #INBOUND13
- 21. Common Characteristics of the Extra Credit Customer Curious About New Features Growing and Wants Even More Results Number of Visits to Product Pages Growth in Number of Tools Accessed Wants to Do More Blogs and Advanced creates Marketing content. Number of Advanced Content Downloads
- 22. YOUR GOAL: HELP YOUR CUSTOMER BECOME MORE ADVANCED #INBOUND13
- 23. Metrics Applicable to Other Industries Activities Signs of Satisfaction " " " " " " " " Website Visits Email Opens Features Set Up Videos Watched Reviews Written NPS Score Repeat Purchases Coupons Used
- 24. Tools for Data Collection " " " " Usage Tracking Software HubSpot Events Tool Surveys & Self Identification AM or Service Logs
- 25. Collect and Store Customer Data
- 26. Create Smart Lists Based on Data
- 27. 2 Make Content That Helps Customers Get More Value
- 29. Checklist for Smart Customer Content " " " Is it educational and helpful? Is it in a format that’s easy to consume? Will it help your customer get more value out of your product or service?
- 30. Ebook Content
- 32. Product Videos
- 33. Blog Content
- 34. Don’t Forget: Use CTAs in Your Content to Encourage Customers to Take the Desired Action
- 35. 3 Set Up Your Customer Communication Channels
- 38. Login Screen
- 40. Thank You Pages
- 41. Blog Content
- 42. Email ... With an Exception
- 43. 4 Put it Together to Build Your Retention Campaign
- 44. THIS IS WHEN THE MAGIC HAPPENS #INBOUND13
- 45. Three Elements of a Successful Customer Marketing Campaign Segment Data Content Blogs and Channels creates content. Triggered by Data
- 48. Example Customer Marketing Campaign No Blog Posts Published in Past 30 Days Customer Enters Smart List Triggers Smart CTAs with Helpful Blogging Content Customer Downloads Ebook
- 51. WHAT IS A KEYWORD? Create Content That Helps Customers Get More Value
- 52. Give the Right Content to the Right Segments
- 53. WHAT IS A KEYWORD? Measure Your Impact and Success