make them fall in love all over again: nurturing the inbound way
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
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Make them FALL IN LOVE All Over Again
Nurturing the INBOUND
Way
Kirsten Knipp @kirstenpetra
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I’m Kirsten Knipp. Nice to meet you.
@kirstenpetra VP Europe @HubSpot
#MARKETINGLOVE
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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
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• 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
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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:
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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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8,191
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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
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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
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)
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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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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
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5,500+ customers
320 employees
$65M from VCs
45,000+ new leads per month
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Complicated & Confusing
Easy & Integrated
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Marketing Grader by
Grade your entire
marketing funnel NOW!
Marketing.Grader.com
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THANK YOU.