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#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
REBECCA
CORLISS
#INBOUND14
Problem: It had an
explicit beginning
and end.
Customer
Visit
Opportunity
Lead
Prospect
MQL
HubSpot’s Original Funnel
#INBOUND14
60 to 70%
The probability of converting
an existing customer is
Study by Marketing Metrics
It costs
5 to 20%
The probability of converting
a new prospect is
#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 Opportunities
4  Earn Referrals Through Customer Advocacy
5  Wrap Up: Building an Engine That Lasts
What We’re Going to Talk About
#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 customer
to request a demo of an
additional or advanced
product.
Inactive or
Unhappy Customer
Goal: Encourage customer to
download lovable content
that would help them get a
quick win.
#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 Customers
Signs of Satisfaction
" NPS Score
" Survey Responses
" Product or Service Reviews
" Engagement with Customer Service
#INBOUND14
" Actively Uses the Product
àMeasure Product Activity
" Investigates New Features
àTrack Page Views
" Frequently Talks to AM
àTrack Call Logs
" Writes Positive Reviews
àTrack Review History & NPS
Example Segment: HubSpot’s Top Customer
#INBOUND14
" Actively Uses the Product
à 6+ Apps Used
" Investigates New Features
à 10 Page Views in 30 Days
" Frequently Talks to AM
à 2 Calls in 90 Days
" Writes Positive Review
à 1 Review Written
Example Segment: HubSpot’s Top Customer
#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 Thank You
Pages
Email
#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
Goal
Goal for specific
customer segment
Channels
Triggered
by Data
Triggers
communication
Segment
Data
Customer fits
specific criteria
#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 reacting to churn risk.
#INBOUND14
•  Focus on your customers’ individual needs.
•  Offer the value they expect from your product or service.
•  Make delight a priority. Be a company customers love.
How to Build a Successful Retention
Campaign
#INBOUND14
1  Set the Goal: What do they need to improve their experience?
2  Define Segment: How can you identify who needs help?
3  Pick Channels: How will you communicate to them?
4  Create Content: What content will improve their experience?
Use the Customer Marketing Engine Structure:
Help the Rocky Customer
#INBOUND14
ContentGoal ChannelSegment Data
Get a Quick
Win in My
Product
No Login
Past 30 Days
Triggers
Call-to-action
Receives
Helpful
Ebook
Help the Rocky Customer: Customer Marketing
Engine in Action
#INBOUND14
Happy & Active
Needs Some Support
#INBOUND14
Build Your Proactive Retention Engine
1  Build customer segments
automatically through data.
2  Set up automatic nurturing to give
each segment what they need most.
3  Focus on delight!
#INBOUND14
3 IDENTIFY UPSELL
OPPORTUNITIES
#INBOUND14
What is an upsell opportunity?
-- different for different industries.
Upsell opportunities are your chance to get
more revenue from your current customers.
#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 additional
products or services.
•  Create a marketing funnel that identifies people who are
interested in what your product/service solves.
How to Identify an Upsell Candidate
#INBOUND14
Build Your Customer Marketing Funnel
$$$
Opportunity
Customer Lead
MQL
Customers who download your
specialty content.
Customers who request information
about a sales-specific offer.
Customers who are engaged in a
sales process.
Customers who’ve closed.
#INBOUND14
Campaign: Sell our new
executive summit training to
customers who would value it
most.
Example Customer Upsell Campaign
#INBOUND14
1  Set the Goal: Encourage customers to consider training
2  Define Segment Data: Active customers
3  Pick Channels: Email, Blog, CTAs
4  Create Content: “How to Do Marketing Like HubSpot” Webinar
Use the Customer Marketing Engine Structure
#INBOUND14
Webinar to Attract Customers Interested in the
Topic
Sneak peek into the
type of content the
service would provide.
Better: Valuable to any
customer no matter
what.
#INBOUND14
CTA Drives Customers to Learn About Summit
In the live webinar, we
added a call-to-action
that promoted the
service.
#INBOUND14
CTA Drives to MQL Customer Landing Page
All signups get a follow
up call from one of our
customer service
managers.
#INBOUND14
Build Your Upsell Engine
1  Use content to attract customers who
could be interested in your product.
2  Drive customers to an MQL event that
identifies upsell candidates.
3  Begin the sales process, but maintain a
customer service mindset.
#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 Channels: Automatic Email
4  Create Content: Incentivized Email Request
Use the Customer Marketing Engine Structure
#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 groups.
" Be a sales reference for a prospective customer.
" Write a review.
Extend Customer Advocacy Beyond Referrals
#INBOUND14
¤ Free product (free upgrade, free month, discount)
¤ SWAG and Gifts
¤ Gift Card
¤ Consulting Time
¤ Nonprofit Donation
Ideas for Incentives
#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
#INBOUND14
Full Customer Advocacy Suite
Partner & Advocate Programs
Focus on Easy Saas Referrals
Example Referral & Advocacy Tools
#INBOUND14
Build Your Customer Advocacy Engine
1  Identify your happiest, top customers
using NPS score and previous reviews.
2  Set it up to run automatically. Use CTAs
and email requesting their help.
3  Use incentives as encouragement and
to say thank you.
#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.
3  Solve for the long-haul.
#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

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