inbound nurturing - make them fall in love all over again
DESCRIPTION
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.TRANSCRIPT
Make them FALL IN LOVE All Over Again
Nurturing the INBOUND
Way
Kirsten Knipp @kirstenpetra
I’m Kirsten Knipp. Nice to meet you.
@kirstenpetra VP Europe @HubSpot
#MARKETINGLOVE
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)
2
3
2
3
1
Humanize Your
Marketing 1
NURTURING, THE INBOUND WAY
Make
Marketing
people love
• Blog.HubSpot.com
• YouTube.com/HubSpot
• Slideshare.com/HubSpot
• Flickr.com/HubSpot
• HubSpot.TV
Create Content People WANT
6
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
But what if my industry is BORING?
‘Your industry isn’t boring. Your marketing is boring.’
@dharmesh
CONFESS:
10
You hate your marketing.
Have more fun! Try more things.
Don’t be afraid to polarize
0
2
4
6
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12
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1 2 3 4 5 6 7 8 9 10 11 12 13
Average Content Gets Shared
13
13
AWESOME Content Gets Shared MORE
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
1 2 3 4 5 6 7 8 9 10 11 12 13
8,191
14
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
1 2 3 4 5 6 7 8 9 10 11 12 13
VS. 13 8,191
15
EITHER WRITE SOMETHING WORTH READING OR DO SOMETHING WORTH WRITING.
—Benjamin Franklin
Personalize: The Way YOU Would Want 2
NURTURING, THE INBOUND WAY
WHAT DO THESE COMPANIES HAVE IN COMMON?
18
$92B
$50B
$8B
$150B
$12B
19
Users, Usage & Conversion
Users & Usage
Better Conversion
Better Personalization
Better Value
More
20
Page Visits
f+ Facebook Follow
Favorites
USER ACTIVITY
ME
21
Service Chat
Mobile Activity
Opt Out
SMS
Web
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED
FOR ME
22
23
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Page Visits
f+ Facebook Follow
Blog Sub
Webinar
MIKE
25
Purchase Hx
$
Web
Mobile
Tools & Apps
Social
INBOUND MARKETING EXPERIENCE CUSTOMIZED
FOR MIKE
Screenshot of Mike’s Amazon.com
homepage
26
Customers Using Inbound Tools
(Hint: HubSpot Can Help)
3
NURTURING, THE INBOUND WAY
SaaS-Based HR Tool to Inspire & Connect • Increase Upgrades
from Free Trial • Increase Retention
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
Joanne
Signed Up!
IMAGINE YOU CAN DO THIS FOR ANY ACTION …
WHY? •Deal Speed •Customer Retention •Cross & Up-Sell •Low-Touch Support
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
5,500+ customers
320 employees
$65M from VCs
45,000+ new leads per month
Complicated & Confusing
Easy & Integrated
Marketing Grader by
Grade your entire
marketing funnel NOW!
Marketing.Grader.com
THANK YOU.