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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

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Problem: It had an explicit beginning and end.

Customer

Visit

Opportunity

Lead

Prospect

MQL

HubSpot’s Original Funnel

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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

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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

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1 BUILD THE FOUNDATION OF YOUR CUSTOMER MARKETING ENGINE

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Four Components of Your Customer Marketing Engine

Segment Data

Content Channels Triggered by Data

Customer Goal

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CUSTOMER GOAL

An activity or action that benefits the customer and the campaign.

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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.

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SEGMENT DATA

Data is your customers’ DNA. Use it to group like-customers.

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Blogs and creates content.

Divide Your Customer Base into Segments

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Blogs and creates content.

Determine Data to Recognize Someone in Each Segment

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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

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" Actively Uses the Product àMeasure Product Activity

" Investigates New Features àTrack Page Views

" Frequently Talks to AM àTrack Call Logs

" Writes Positive Reviews àTrack Review History & NPS

Example Segment: HubSpot’s Top Customer

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" 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

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Store Segment Data in a CRM or Database

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Use Your Data to Make Segmented Lists

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CHANNELS

Deliver your content through channels triggered by specific data.

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Blogs and creates content.

Pick Channels to Communicate with Customers

Homepage Blog Articles

Calls-to-Action Thank You Pages

Email

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Blogs and creates content.

Trigger Your Channels Using Your Data

Homepage A

Data

Homepage B

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CONTENT

Provide value and information through helpful content.

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Blogs and creates content.

Decide What Content Will Best Help Each Segment

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Blogs and creates content.

Your Content Will Drive Your Marketing Goal

VALUABLE CONTENT GOAL

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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

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2 DRIVE REVENUE THROUGH RETENTION

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5x More to earn a new customer than to retain a current one.

Inc. Customer Service

It costs

!

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What is retention?

Means different things in different industries

So what is customer retention, really?

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Key Pieces of Successful Retention

Driving retention is offering constant value to all customers, not just reacting to churn risk.

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•  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

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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

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Content Goal Channel Segment 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

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Happy & Active

Needs Some Support

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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!

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3 IDENTIFY UPSELL OPPORTUNITIES

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What is an upsell opportunity?

-- different for different industries.

Upsell opportunities are your chance to get more revenue from your current customers.

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67% higher average spend than brand new customers.

Inc. Customer Service

Repeat customers have a

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•  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

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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.

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Campaign: Sell our new executive summit training to customers who would value it most.

Example Customer Upsell Campaign

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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

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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.

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CTA Drives Customers to Learn About Summit In the live webinar, we added a call-to-action that promoted the service.

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CTA Drives to MQL Customer Landing Page All signups get a follow up call from one of our customer service managers.

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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.

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4 EARN REFERRALS THROUGH CUSTOMER ADVOCACY

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Imagine the last time you bought something. Why did you buy it?

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4x More likely to buy when referred by a friend.

Nielson

People are

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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

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Referrals Should Be Part of a Customer Advocacy Program

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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

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¤ Free product (free upgrade, free month, discount)

¤ SWAG and Gifts

¤ Gift Card

¤ Consulting Time

¤ Nonprofit Donation

Ideas for Incentives

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Example Customer Advocacy Campaign

Content Goal Channel Segment Data

Encourage Content Share

10 Blog Views in 30 Days

CTA and Homepage

Free Ebook and Request

to Share

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Full Customer Advocacy Suite

Partner & Advocate Programs

Focus on Easy Saas Referrals

Example Referral & Advocacy Tools

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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.

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5 Wrap up: Building an Engine That Lasts

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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.

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Measure the impact of each of your customer marketing campaigns.

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RETENTION ENGINE

Track churn rate or continued purchases.

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UPSELL ENGINE

Measure additional revenue driven by current customers.

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REFERRAL ENGINE

Track referrals driven by customers, as well as the close rate of those referrals.

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THANK YOU Rebecca Corliss, HubSpot

@repcor