Amanda Iglesias & Brian Mcmullin - Inbound Service

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Inbound Service How Inbound can transform your Customer Experience

Amanda Iglesias Program Manager, HubSpot

Brian McMullin Product Director, HubSpot

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Hi. I’m Amy Schumer.

Amanda

@amandalucia

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And, I’m Aziz Ansari.

Brian

@brianmcmullin

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How Inbound can transform your Customer Experience

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

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Inbound|ˈinˌbound|

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ADJECTIVE

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

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ADJECTIVE

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


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S.S. INBOUND

Customer Service

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

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

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

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Ignoring customers leaves traffic, leads, and money

on the table.

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

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Marketing | Sales | Services

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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

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

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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

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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

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Serving customers is everyone’s job.

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Define your marketing goals. Know your target market.

Create remarkable marketing content. Measure and iterate.

Inbound Marketing

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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

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Define your customer goals.

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Let’s build a SOUL CRUSHING and

MISERABLE Customer Experience!

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Marketing Experience

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Sales Experience


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Sales Experience


Product & Service

Experience

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Deepen your funnel. 1

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Visitors

SQL’s

Leads

Customer

The Marketing funnel

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Visitors

SQL’s

Leads

Customer

The Marketing funnel

The Sales process

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1st time Customer

Visitors

SQL’s

Leads The Marketing funnel

The Sales process

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1st time Customer

Visitors

SQL’s

Leads

Renewed Customer

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Lifetime Customer

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

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Sales Experience


Product & Service

Experience

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

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Sales Experience


Product & Service

Experience

1. Onboarding

(

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

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Soul-crushing & miserable

Pure “Delight”

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Soul-crushing & miserable

Pure “Delight”

1. Treat people like humans.

2. Deliver service that is fast,

accurate and complete.

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2 Set your customer goal.

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Lifetime Customer

Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

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Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

Evangelists help marketing fill the top of the funnel.

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Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

Retention helps marketers here.

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Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

Upgrades help sales here.

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Define your customer goals. Know your customers.

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Create your Customer Segments 1

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So, we have this retention goal.

(Using the product) (R

elyi

ng o

n ou

r ser

vice

s te

ams)

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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


elyi

ng o

n ou

r ser

vice

s te

ams)

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Don’t use Use a Little Use a Lot



Asked for a lot of help

How are each of these segments performing against

your goals?


elyi

ng o

n ou

r ser

vice

s te

ams)

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2 Create a framework for talking to these customers

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

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



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.

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elat

ions

hip

to S

ervi

ces)

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

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elat

ions

hip

to S

ervi

ces)

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

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elat

ions

hip

to S

ervi

ces)

These customers are disengaged. What can we do here?

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Create remarkable post-sale content.

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1 Map out your Customer Experience

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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

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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

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Badass Marketers

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Badass Marketers Badass

Results

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Results Badass

Execution

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Results Badass

Execution Badass Strategy

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Results Badass


Badass Goals

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2 Empower your teams to create great content

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

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The “meat” of this content already exists.

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The “polish” is where you can help.

1.  Template & Format

2.  Voice & Tone

3.  Copy Editing

Style Guide

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Results Badass


Badass Goals

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Create remarkable post-sale content. Measure and iterate.

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1 Obsess over your metrics

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Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

Remember those goals we created?

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Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

1,000 100

50 5 4 2

80%

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Visitors

Renewed Customer

SQL’s

Leads

1st time Customer

Lifetime Customer

1,000 100

50 5 4 2 50%

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2 Fail better

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Create remarkable post-sale content. Measure and iterate.

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Ignoring customers leaves traffic, lead and money on

the table.

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Serving customers is everyone’s job.

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Thank you!

xoxo, @amandalucia & @brianmcmullin

Amanda Iglesias & Brian Mcmullin - Inbound Service

Services

Transcript of Amanda Iglesias & Brian Mcmullin - Inbound Service