#inbound13

How to Run Successful Customer Marketing to Earn Life-long CustomersRebecca CorlissHead of Customer Marketing, HubSpot

I’ve produced and starred in several music videos for HubSpot.

@repcor

RebeccaCORLISS

FLOWERS IMAGE – A million blossoming flowers

Blogs and creates content.

1 Help customers get more value out of your product

or service

2 Helps customer stay active and positive

3 Anticipates issues and offers support

4 Drives upsells through a positive experience

What is Good Customer Marketing

1 Segment Your Customers and Set Your Goal

2 Make Content That Helps Customers Get

More Value

3 Set Up Your Customer Communication

Channels

4 Put it Together to Build Your Retention

Campaign

Agenda

1 Segment Your Customers and Set Your Goals

Blogs and creates content.

Build Different Segments Around Your Successful Customers

SuccessfulNeeds Support Ahead of the Curve

Blogs and creates content.

1 What key characteristics define each segment?

2 What data can you use to recognize each

characteristic?

3 What support does each segment need to get

more value out of your product or service?

Break it Down: What Defines Each Segment

#inbound2013

EXAMPLECUSTOMER SEGMENTS

The Super Successful Customer

Common Characteristics of the Super Successful Customer

Attends Training Classes

Blogs and creates content.

Actively ReadingContent

Uses Product

Regularly

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YOUR GOAL:

HELP YOUR CUSTOMER CONTINUE HEALTHY HABITS

The I’m Just Not That Into You Customer

Common Characteristics of the I’m Just Not That Into You Customer

Not Actively Using the

Tools

Blogs and creates content.

StoppedReadingContent

Hasn’t Logged in within 60 Days

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YOUR GOAL:

HELP YOUR CUSTOMER GET BACK ON TRACK

The Gold Medal Customer

Common Characteristics of Gold Medal Customer

Blogs and creates content.

Curious About New Features or

Updates

Growingand Wants Even More

Results

Wants to Become

More Advanced

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YOUR GOAL:

HELP YOUR CUSTOMER BE MORE ADVANCED. (UPSELL OPPORTUNITY)

Activities

Website Visits

Email Opens

Features Set Up

Videos Watched

Actions Applicable to Other Industries

Signs of Satisfaction

Reviews Written

NPS Score

Repeat Purchases

Coupons Used

Usage Tracking Software

HubSpot Events Tool

Surveys & Self Identification

AM or Service Logs

Tools for Data Collection

Collect and Store Customer Data

Create Smart Lists Based on Data

2 Make Content That Helps Customers Get More Value

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?

Checklist for Smart Customer Content

Ebook Content

WHAT IS A KEYWORD?

Webinar Content

Product Videos

BlogContent

IMPORTANT: Use CTAs in Your Content to Encourage Customers to Take the Desired Action

3 Set Up Your Customer Communication Channels

Homepage & Website

Login Screen

In-Product Call Outs

Thank You Pages

Blog Content

Email ... With an Exception

4 Put it Together to Build Your Retention Campaign

#inbound2013

THIS IS WHEN THE MAGIC HAPPENS

Three Elements of a Successful Customer Marketing Campaign

Blogs and creates content.

Segment Data

ContentChannelsTriggered by Data

Example Customer Marketing Campaign

No Login Past 30 Days

Customer Enters

List

TriggersEmail

with Helpful Ebook

Customer Downloads

Ebook

Define Your Segments and Goals

WHAT IS A KEYWORD?

Create Content That Helps Customers Get More Value

Give the Right Content to the Right Segments

WHAT IS A KEYWORD?

Measure Your Impact and Success

THANK YOU

@repcor

RebeccaCORLISS