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Amanda Iglesias & Brian Mcmullin - Inbound Service
- 1. INBOUND15 Inbound Service How Inbound can transform your Customer Experience Amanda Iglesias Program Manager, HubSpot Brian McMullin Product Director, HubSpot
- 4. INBOUND15 How Inbound can transform your Customer Experience
- 5. INBOUND15 How Inbound can transform your Customer Experience
- 6. INBOUND15 The marketing playbook is broken. The way people shop and buy has changed. Brian Halligan, HubSpot
- 8. INBOUND15 Inbound|ˈinˌbound| ADJECTIVE The best way to turn strangers into customers and promoters of your business.
- 9. INBOUND15 ADJECTIVE The best way to turn strangers into customers and promoters of your business. Inbound|ˈinˌbound|
- 11. INBOUND15 The marketing playbook is broken. The way people shop and buy has changed. Brian Halligan, HubSpot
- 12. INBOUND15 The game in business is not how many customers you can get. It’s how many you can keep. Gary Vanyerchuck, VanyerMedia
- 13. #INBOUND15 It is 6-7xmore expensive to acquire a new customer than it is to keep one. White House Office of Consumer Affairs
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- 16. INBOUND15 Ignoring customers leaves traffic, leads, and money on the table.
- 17. INBOUND15 Customer service shouldn’t just be A department, it should be the entire company. Tony Hsieh, Zappos
- 18. INBOUND15 Marketing | Sales | Services
- 19. 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
- 20. INBOUND15 Marketing | Sales | Services
- 21. INBOUND15 Anytime you’re tempted to upsell someone else, stop what you’re doing and upserve instead. Daniel Pink, To Sell is Human
- 22. INBOUND15 Marketing | Sales | Services
- 23. 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
- 24. 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
- 26. INBOUND15 Define your marketing goals. Know your target market. Create remarkable marketing content. Measure and iterate. Inbound Marketing
- 27. 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
- 28. INBOUND15 Define your customer goals.
- 29. INBOUND15 Let’s build a SOUL CRUSHING and MISERABLE Customer Experience!
- 37. INBOUND15 1st time Customer Visitors SQL’s Leads The Marketing funnel The Sales process
- 40. INBOUND15 Sales Experience Product & Service Experience 1. Are you setting customers up for success? (Onboarding)
- 41. INBOUND15 Sales Experience Product & Service Experience 1. Onboarding ( 2. How do you handle road bumps? (Customer Support)
- 43. INBOUND15 Soul-crushing & miserable Pure “Delight” 1. Treat people like humans. 2. Deliver service that is fast, accurate and complete.
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- 47. INBOUND15 Visitors Renewed Customer SQL’s Leads 1st time Customer Lifetime Customer Evangelists help marketing fill the top of the funnel.
- 48. INBOUND15 Visitors Renewed Customer SQL’s Leads 1st time Customer Lifetime Customer Retention helps marketers here.
- 49. INBOUND15 Visitors Renewed Customer SQL’s Leads 1st time Customer Lifetime Customer Upgrades help sales here.
- 50. INBOUND15 Define your customer goals. Know your customers.
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- 54. INBOUND15 So, we have this retention goal. (Using the product) (Relyingonourservicesteams)
- 55. 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) (Relyingonourservicesteams)
- 56. 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) (Relyingonourservicesteams)
- 57. 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) (Relyingonourservicesteams)
- 58. INBOUND15 2Create a framework for talking to these customers
- 59. INBOUND15 I think not talking to your customers was always a pretty pathological thing to do. Des Traynor, CSO of Intercom
- 60. 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 (RelationshiptoServices) These are our Power users. We want to know how they got here.
- 61. 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 (RelationshiptoServices) These customers could slip away. How can we get ahead of it?
- 62. 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 (RelationshiptoServices) These customers are struggling: What’s got them stuck?
- 63. 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 (RelationshiptoServices) These customers are disengaged. What can we do here?
- 64. INBOUND15 Define your customer goals. Know your customers. Create remarkable post-sale content.
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- 69. INBOUND15 1Map out your Customer Experience
- 70. 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
- 71. 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
- 78. INBOUND15 2Empower your teams to create great content
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- 80. INBOUND15 You are not alone. I am here with you. Michael Joseph Jackson, Philosopher, Singer/Songwriter, Entertainer, Exceptional Dancer
- 81. INBOUND15 The “meat” of this content already exists.
- 82. INBOUND15 The “polish” is where you can help. 1. Template & Format 2. Voice & Tone 3. Copy Editing Style Guide
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- 87. INBOUND15 Define your customer goals. Know your customers. Create remarkable post-sale content. Measure and iterate.
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- 94. INBOUND15 Visitors Renewed Customer SQL’s Leads 1st time Customer Lifetime Customer Remember those goals we created?
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- 102. INBOUND15 Define your customer goals. Know your customers. Create remarkable post-sale content. Measure and iterate.
- 103. INBOUND15 Ignoring customers leaves traffic, lead and money on the table.