inbound nurturing - make them fall in love all over again

38
Make them FALL IN LOVE All Over Again Nurturing the INBOUND Way Kirsten Knipp @kirstenpetra

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Learn how creating marketing that people LOVE and engaging with them over time via personalization can result in improved conversion and customer retention over time.

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Page 1: Inbound Nurturing - Make them Fall In Love All Over Again

Make them FALL IN LOVE All Over Again

Nurturing the INBOUND

Way

Kirsten Knipp @kirstenpetra

Page 2: Inbound Nurturing - Make them Fall In Love All Over Again

I’m Kirsten Knipp. Nice to meet you.

@kirstenpetra VP Europe @HubSpot

#MARKETINGLOVE

Page 3: Inbound Nurturing - Make them Fall In Love All Over Again

How to Make them Fall in Love Again

Make Marketing People Love

Personalize: The Way YOU Would Want

Use Inbound Tools

(Hint: HubSpot Can Help)

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Humanize Your

Marketing 1

NURTURING, THE INBOUND WAY

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Make

Marketing

people love

Page 6: Inbound Nurturing - Make them Fall In Love All Over Again

• Blog.HubSpot.com

• YouTube.com/HubSpot

• Slideshare.com/HubSpot

• Flickr.com/HubSpot

• HubSpot.TV

Create Content People WANT

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INSIGHTS.

Source: Data from the Science of Blogging - http://bit.ly/ezRm8w

analysis

advice

review

recent

best

product

tips facts

why

top questions

build

soon

great

answers

7

Page 8: Inbound Nurturing - Make them Fall In Love All Over Again

But what if my industry is BORING?

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‘Your industry isn’t boring. Your marketing is boring.’

@dharmesh

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CONFESS:

10

You hate your marketing.

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Have more fun! Try more things.

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Don’t be afraid to polarize

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Average Content Gets Shared

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AWESOME Content Gets Shared MORE

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2000

3000

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5000

6000

7000

8000

9000

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8,191

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9000

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VS. 13 8,191

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EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING.

—Benjamin Franklin

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Personalize: The Way YOU Would Want 2

NURTURING, THE INBOUND WAY

Page 18: Inbound Nurturing - Make them Fall In Love All Over Again

WHAT DO THESE COMPANIES HAVE IN COMMON?

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$92B

$50B

$8B

$150B

$12B

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Users, Usage & Conversion

Users & Usage

Better Conversion

Better Personalization

Better Value

More

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Page Visits

f+ Facebook Follow

Favorites

USER ACTIVITY

ME

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Service Chat

Mobile Activity

Opt Out

SMS

Web

Tools & Apps

Social

INBOUND MARKETING EXPERIENCE CUSTOMIZED

FOR ME

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Page Visits

f+ Facebook Follow

Blog Sub

Webinar

MIKE

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Purchase Hx

$

Web

Mobile

Email

Tools & Apps

Social

INBOUND MARKETING EXPERIENCE CUSTOMIZED

FOR MIKE

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Screenshot of Mike’s Amazon.com

homepage

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Customers Using Inbound Tools

(Hint: HubSpot Can Help)

3

NURTURING, THE INBOUND WAY

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SaaS-Based HR Tool to Inspire & Connect • Increase Upgrades

from Free Trial • Increase Retention

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Increasing Trial Usage

Lead Starts

15 Day Trial

Welcome Email Not logged in

Not upgraded and

1 Week Left IF

7 Day Trial

Reminder Email

1 Day Left Not logged in

Not upgraded and

IF

1 Day Trial

Reminder Email

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Page 31: Inbound Nurturing - Make them Fall In Love All Over Again

Joanne

Signed Up!

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IMAGINE YOU CAN DO THIS FOR ANY ACTION …

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WHY? •Deal Speed •Customer Retention •Cross & Up-Sell •Low-Touch Support

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Will You Make them Fall in Love Again?

Make Marketing People Love

Personalize: The Way YOU Would Want

Use Inbound Tools

2

3

2

3

1

Page 35: Inbound Nurturing - Make them Fall In Love All Over Again

5,500+ customers

320 employees

$65M from VCs

45,000+ new leads per month

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Complicated & Confusing

Easy & Integrated

Page 37: Inbound Nurturing - Make them Fall In Love All Over Again

Marketing Grader by

Grade your entire

marketing funnel NOW!

Marketing.Grader.com

Page 38: Inbound Nurturing - Make them Fall In Love All Over Again

THANK YOU.