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

8

10

12

14

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

24

Page Visits

f+ Facebook Follow

Blog Sub

Webinar

MIKE

25

Purchase Hx

$

Web

Mobile

Email

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.