amanda iglesias & brian mcmullin - inbound service

INBOUND15

Inbound Service How Inbound can transform your Customer Experience

Amanda Iglesias Program Manager, HubSpot

Brian McMullin Product Director, HubSpot

INBOUND15

Hi. I’m Amy Schumer.

Amanda

@amandalucia

INBOUND15

And, I’m Aziz Ansari.

Brian

@brianmcmullin

INBOUND15

How Inbound can transform your Customer Experience

INBOUND15

How Inbound can transform your Customer Experience

INBOUND15

The marketing playbook is broken. The way people shop and buy has changed. Brian Halligan, HubSpot

INBOUND15

Inbound|ˈinˌbound|

INBOUND15

Inbound|ˈinˌbound|

ADJECTIVE

The best way to turn strangers into customers and promoters of your business.

INBOUND15

ADJECTIVE

The best way to turn strangers into customers and promoters of your business.

Inbound|ˈinˌbound|

INBOUND15

S.S. INBOUND

Customer Service

INBOUND15

The marketing playbook is broken. The way people shop and buy has changed. Brian Halligan, HubSpot

INBOUND15

The game in business is not how many customers you can get. It’s how many you can keep. Gary Vanyerchuck, VanyerMedia

#INBOUND15

It is 6-7x more expensive to acquire a new customer than it is to keep one. White House Office of Consumer Affairs

INBOUND15

INBOUND15

INBOUND15

Ignoring customers leaves traffic, leads, and money

on the table.

INBOUND15

Customer service shouldn’t just be A department, it should be the entire company. Tony Hsieh, Zappos

INBOUND15

Marketing | Sales | Services

INBOUND15

In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last. John Romero, Co-founder of iD Software

INBOUND15

Marketing | Sales | Services

INBOUND15

Anytime you’re tempted to upsell someone else, stop what you’re doing and upserve instead. Daniel Pink, To Sell is Human

INBOUND15

Marketing | Sales | Services

INBOUND15

You need to give your customers fewer reasons to be disloyal, and the best way to make that happen is to reduce customer effort. Matthew Dixon, Nick Toman & Rick Delisi, The Effortless Experience

INBOUND15

Your customers aren’t just part of your job. Your customers are the reason you have a job! Tony Alessandra, How to Read a Person like a Book

INBOUND15

Serving customers is everyone’s job.

INBOUND15

Define your marketing goals. Know your target market.

Create remarkable marketing content. Measure and iterate.

Inbound Marketing

INBOUND15

Inbound Marketing

Define your marketing goals. Know your target market.

Create remarkable marketing content. Measure and iterate.

customer goals. your customers. post-sale content.

Services

INBOUND15

Define your customer goals.

INBOUND15

Let’s build a SOUL CRUSHING and

MISERABLE Customer Experience!

INBOUND15

Marketing Experience

INBOUND15

Sales Experience

Marketing Experience

INBOUND15

Sales Experience

Marketing Experience

Product & Service

Experience

INBOUND15

Sales Experience

Marketing Experience

Product & Service

Experience

INBOUND15

Deepen your funnel. 1

INBOUND15

Visitors

SQL’s

Leads

Customer

The Marketing funnel

INBOUND15

Visitors

SQL’s

Leads

Customer

The Marketing funnel

The Sales process

INBOUND15

1st time Customer

Visitors

SQL’s

Leads The Marketing funnel

The Sales process

INBOUND15

1st time Customer

Visitors

SQL’s

Leads

Renewed Customer

INBOUND15

Lifetime Customer

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

INBOUND15

Sales Experience

Marketing Experience

Product & Service

Experience

1. Are you setting customers up for success? (Onboarding)

INBOUND15

Sales Experience

Marketing Experience

Product & Service

Experience

1. Onboarding

(

2. How do you handle road bumps? (Customer Support)

INBOUND15

Soul-crushing & miserable

Pure “Delight”

INBOUND15

Soul-crushing & miserable

Pure “Delight”

1. Treat people like humans.

2. Deliver service that is fast,

accurate and complete.

INBOUND15

2 Set your customer goal.

INBOUND15

INBOUND15

Lifetime Customer

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

INBOUND15

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

Evangelists help marketing fill the top of the funnel.

INBOUND15

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

Retention helps marketers here.

INBOUND15

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

Upgrades help sales here.

INBOUND15

Define your customer goals. Know your customers.

INBOUND15

INBOUND15

INBOUND15

Create your Customer Segments 1

INBOUND15

So, we have this retention goal.

(Using the product) (R

elyi

ng o

n ou

r ser

vice

s te

ams)

INBOUND15

Don’t use Use a Little Use a Lot

Didn’t ask for help

Asked for a little help

Asked for a lot of help

(Using the product) (R

elyi

ng o

n ou

r ser

vice

s te

ams)

INBOUND15

Don’t use Use a Little Use a Lot

Didn’t ask for help

Asked for a little help

Asked for a lot of help

(Using the product) (R

elyi

ng o

n ou

r ser

vice

s te

ams)

INBOUND15

Don’t use Use a Little Use a Lot

Didn’t ask for help

Asked for a little help

Asked for a lot of help

How are each of these segments performing against

your goals?

(Using the product) (R

elyi

ng o

n ou

r ser

vice

s te

ams)

INBOUND15

2 Create a framework for talking to these customers

INBOUND15

I think not talking to your customers was always a pretty pathological thing to do. Des Traynor, CSO of Intercom

INBOUND15

Don’t use Use a Little Use a Lot (Relationship to our Products)

Didn’t ask for help

Asked for a little help

Asked for a lot of help (R

elat

ions

hip

to S

ervi

ces)

These are our Power users.

We want to know how they got here.

INBOUND15

Don’t use Use a Little Use a Lot (Relationship to our Products)

Didn’t ask for help

Asked for a little help

Asked for a lot of help (R

elat

ions

hip

to S

ervi

ces)

These customers could slip away. How can we get ahead of it?

INBOUND15

Don’t use Use a Little Use a Lot (Relationship to our Products)

Didn’t ask for help

Asked for a little help

Asked for a lot of help (R

elat

ions

hip

to S

ervi

ces)

These customers are struggling: What’s got them stuck?

INBOUND15

Don’t use Use a Little Use a Lot (Relationship to our Products)

Didn’t ask for help

Asked for a little help

Asked for a lot of help (R

elat

ions

hip

to S

ervi

ces)

These customers are disengaged. What can we do here?

INBOUND15

Define your customer goals. Know your customers.

Create remarkable post-sale content.

INBOUND15

INBOUND15

INBOUND15

INBOUND15

INBOUND15

1 Map out your Customer Experience

INBOUND15

The Buyer’s Journey

Prospect is experiencing and expressing symptoms of a problem or opportunity.

Prospect has now clearly defined and given a name to their problem or opportunity.

Prospect has now decided on their solution strategy, method, or approach.

Decision Stage

Consideration Stage

Awareness Stage

INBOUND15

People don’t want to be badass at using your tool. They want to be badass at what using your tool enables them to do. Kathy Sierra, Badass: Making Users Awesome

INBOUND15

Badass Marketers

INBOUND15

Badass Marketers Badass

Results

INBOUND15

Badass Marketers Badass

Results Badass

Execution

INBOUND15

Badass Marketers Badass

Results Badass

Execution Badass Strategy

INBOUND15

Badass Marketers Badass

Results Badass

Execution Badass Strategy

Badass Goals

INBOUND15

Badass Marketers Badass

Results Badass

Execution Badass Strategy

Badass Goals

INBOUND15

2 Empower your teams to create great content

INBOUND15

INBOUND15

You are not alone. I am here with you. Michael Joseph Jackson, Philosopher, Singer/Songwriter, Entertainer, Exceptional Dancer

INBOUND15

The “meat” of this content already exists.

INBOUND15

The “polish” is where you can help.

1.  Template & Format

2.  Voice & Tone

3.  Copy Editing

Style Guide

INBOUND15

Badass Marketers Badass

Results Badass

Execution Badass Strategy

Badass Goals

INBOUND15

INBOUND15

INBOUND15

INBOUND15

Define your customer goals. Know your customers.

Create remarkable post-sale content. Measure and iterate.

INBOUND15

INBOUND15

INBOUND15

INBOUND15

1 Obsess over your metrics

INBOUND15

INBOUND15

INBOUND15

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

Remember those goals we created?

INBOUND15

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

1,000 100

50 5 4 2

80%

INBOUND15

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

1,000 100

50 5 4 2 50%

INBOUND15

INBOUND15

INBOUND15

2 Fail better

INBOUND15

INBOUND15

INBOUND15

Define your customer goals. Know your customers.

Create remarkable post-sale content. Measure and iterate.

INBOUND15

Ignoring customers leaves traffic, lead and money on

the table.

INBOUND15

Serving customers is everyone’s job.

INBOUND15

Thank you!

xoxo, @amandalucia & @brianmcmullin