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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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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
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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
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23
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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
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.
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