How to Use Inbound Marke keting to Grow in a Hyper-Co Competit - - PowerPoint PPT Presentation

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+ How to Use Inbound Marke keting to Grow in a Hyper-Co Competit itiv ive Indust stry By Katherine Ng Head of Global Marketing, Liquid.com The 4 th Industrial Revolution: Digital societies, platform ecosystems, decentralized finance

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How to Use Inbound Marke keting to Grow in a Hyper-Co Competit itiv ive Indust stry

+

By Katherine Ng Head of Global Marketing, Liquid.com

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The 4th Industrial Revolution:

Digital societies, platform ecosystems, decentralized finance

References: https://www.weforum.org/agenda/2016/06/this-is-how-blockchain-will-change-your-life, https://media.consensys.net/welcome-to-the-fourth-industrial-revolution-19-blockchain-predictions-for-2019-8b2e542bf86a
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Th The new w fro ronti tier r of dece centra tralize zed finance ce

In just five years, the cryptocurrencies market has exploded to over USD28b in ICO funding, 1,000 cryptocurrencies in circulation globally, and a USD 250b market cap.

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Liquid’s brand position in the crypto economy: “Liquidity is the lifeblood of all economies.” To realize a sustainable crypto economy, global liquidity bridges need to be built so that people can seamlessly transfer wealth in and out of traditional currencies to digital currencies globally, with minimal intermediation and less risk. This requires new exchanges, marketplaces and wallets to be built, with enough liquidity pools to avoid the liquidity crisis resulting from the 2007 global financial crisis.

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Marke ketin ing achie ievements: in increasin ing Liq Liquid id’s brand awareness, help lp driv ive customer acquis isit itio ion and trade volu lumes.

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Our challenges

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Ch Challe llenge 1:

Within the blockchain ecosystem of cryptocurrency trading, ecosystem infrastructure players such as Liquid face

in intense se competit itiv ive ri rival alry

  • ry. Hence,

marketing for brand differentiation is key.

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Ch Challe llenge 2:

Liquid’s ecosystem consists of mu

multi tiple cu customer personas

using a range of products across our platform, based on their trading skillsets and financial needs.

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Ch Challe llenge 3:

Marketing Liquid’s ecosystem across multiple personas and teams with th

the ri right t marte martech stack. k.

A robust martech stack is required to build out marketing capabilities at scale with marketing automation, whilst keeping the team agile and lean.

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10

RETAIL PROFESSIONAL INSTITUTIONS

Marketing Team BD Team Marketing + BD Team

Liquid’s ecosystem needs to be marketed across multiple personas and teams with the right martech stack

Marketing Automation

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Marketing strategy:

targeting strategic audience segments and automation of customer lifecycle journey

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Who are we talking to?

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Pro Traders They are calculated risk chasers who desire to venture past the

  • bvious wins in pursuit of an

extremely rewarding and epic

  • utcomes.

They have a voracious aptitude to sniff out fruitful opportunities invisible to untrained eyes. We call them “sharks”.

WHO WE ARE TALKING TO

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Exa xample le of f a Pro Trader Product on Liq Liquid id.com

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Retail Traders They are on the way to discovering and developing the discipline and rigor required to progress further in this field. In addition to

  • pportunities (rewards), they are

beginning to be discerning about identify and manage risk. We call them “baby sharks”.

WHO WE ARE TALKING TO

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Exa xample le of f a Retail il Product on Liq Liquid id.com

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What are they talking about?

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SAFE

SECURE

GUARANTEED

EFFORTLESS

TRUST PROTECT

EASY

POPULAR

RELIABLE

FAST

STABILITY

SUPPORT

SECURITY

INSURED

MOBILE

BEST

SIMPLE

VARIETY

FREE

LIQUIDITY HIGHER

REAL-TIME

OPTIMISATION

NEXT-LEVEL

LARGEST

ACCURATE

COMPETITIVE

VOLATILITY VOLUME

FASTER

ACCESS

TAILORED

HEDGE

ADVANCED

STATE-OF

  • THE-ART

COMPETITORS TARGETING RETAIL INVESTORS

Word cloud is based on competitive analysis of marketing messages.

COMPETITORS TARGETING PRO TRADERS

LOW FEES

Shallow pool for baby sharks Unconfined oceans of liquidity for sharks

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What do they love?

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Epic challenges

“The financial markets are the biggest and most challenging arena of all.” “I love to play the game when it's difficult.”

Worthy competitors

“It’s about competing with

  • ther people. Not everybody

can win.”

Epic challenges

“The goal of a successful trader is to make the best trades. Money is secondary.”

Epic play against worthy opponents

WHAT PRO TRADERS LOVE

Epic play with people they trust

WHAT RETAIL TRADERS LOVE

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How do we reach our customers?

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We need to understand their journeys.

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VERIFICATION CONVERSION AWARENESS Unaware of Liquid Aware, but not interested in Liquid. Interested in joining an exchange Sign up KYC Deposit First trade nth trade First withdrawal nth withdrawal First month nth month Inactive opportunity Churn (no activity for 3 months) Return opportunity Advocate RE-ACTIVATION DEVELOPMENT 1 2 3 4 5 6 7 8 9 DATA LAYER

  • MARKET RESEARCH
  • CUSTOMER DATABASE (DEMOGRAPHICS, BEHAVIOR,

TRADING)

  • DATA ANALYTICS
  • MARKETING TOOLS

ACTIVATION 23

LIQUID CUSTOMER LIFECYCLE JOURNEY SUPPORTED BY MARKETING AUTOMATION

Attention Activation Sustained Engagement Product Solution Brand Expansion

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Integrating journeys into HubSpot via event integrations

24

Bui Building ng yo your ur a ana nalyt ytics cs s stack ck Segment helps us load our customer data into a warehouse. Think of Segment as an extra data engineer, helping to save hours of customized ETL (extract, transform, load) work. With the extra help, you can surface more granular insights into your customer journey.

Source: https://vimeo.com/233852219, https://segment.com/integrations/hubspot/

Segment is is our in infr frastructure la layer fo for our customer data

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Campaign Best Practices Using HubSpot

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Establish campaign goal(s):

e.g. No of sign ups, $ in revenue

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Map Out Ke Key Campaig ign Consid ideratio ions

Considerations: Get the sharks and baby sharks to come onboard the Liquid platform via 3 key focuses -

  • Listen to market trends, understand what topics fascinates our space, and what people care about.
  • Highlight the ‘epic win’ opportunities that Liquid exclusively or is the first to offer via its curated and

vetted offerings. I.e. offer something of unique value to your customers.

  • Product propositions that distinctly reinforces our liquidity-maximising expertise
  • 1. Communications should be focused on our brand’s liquidity maximising expertise.
  • 2. To highlight the opportunities on “epic wins” that our brand offers via curated & vetted tokens.
  • 3. Has to strongly drive on our product benefits such as it is the first platform to offer “exclusively”.
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Attention Activation Sustained Engagement Product Solution

Media Touchpoints KPIs

PA PAID

  • Ke

Key gl globa bal crypt pto events

  • So

Social Med edia

  • Pa

Paid Search OW OWNE NED

  • So

Social Med edia

  • SE

SEO EA EARNED ED

  • Ne

News c coverage

  • Sha

Share e of Voice

  • Un

Unique Reach

  • Si

Site e Visits

  • Sea

Search h volum umes es

  • Engagement: Clicks

ks, Shares, Comments, Vi Views

  • Si

Site e Visits

  • Dwe

Dwell time

  • No
  • No. Of

. Of c content c consumed

  • Si

Sign-up ups

  • KY

KYC, Start/Compl pletion

  • Tr

Trades

  • Tr

Trade Volumes

Targeting (Paid touchpoints)

  • Ev

Events: Global Fintech & Blockc kchain Forum, Money 20/20, Co Consensus 2019

  • So

Social Med edia: Int nter eres est in n Cr Cryptocurrency & trading

  • Pa

Paid Search: Pr Pro trading related KW KWs

  • Cr

Crypto Podcasts: Un Unconfirmed, Un Unchained, Off the Ch Chain with An Anthony Po Pompliano

  • Cr

Crypto Publisher Site: Coinmarke ketcap, , Co Coindesk, , Co Cointelegraph, C , CCN

  • So

Social Med edia: Ret etarget eting ng

  • Pa

Paid Search: Pr Pro trading related KWs

  • Pr

Programmatic Ads with: Cr Cryptoaudience

  • So

Social Med edia: Re Retarge geting PA PAID

  • Cr

Crypto Podcasts

  • Cr

Crypto Publisher Sites

  • Pa

Paid Social

  • Pa

Paid Search OW OWNE NED

  • Co

Content (b (blog)

  • So

Social Med edia

  • SE

SEO PA PAID

  • Pr

Programmatic Ads

  • Pa

Paid Social OW OWNE NED

  • Co

Content (blog)

  • So

Social Med edia

  • SE

SEO

Brand Expansion

PA PAID

  • Pa

Paid Social OW OWNE NED

  • Toke

ken La Launches

  • Lo

Loyalty pr progr grammes

  • Co

Content (blo log)

  • So

Social Med edia

  • Fo

Forum ums

  • So

Social Med edia: Re Retarge geting

  • Tr

Trades

  • Tr

Trade Volume

  • Tr

Trading Po Portfolio

Campaig ign Media ia Pla lannin ing

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Ema Email il captu ture re: We collected 17,832 contacts through our email capture forms on

landing pages. This went into our HubSpot database.

Workf kflow automation: ~13,000 entering our automations as non-customers (new

contacts)

Workf kflow performance: We converted 3,892 of those new contacts to signups (29.79% (29.79% c conv

  • nver

ersion r

  • n rat

ate). e). Tra Trade: 898 contacts from the workflow automation (both new and existing users),

made up 50.8% of total buy trades.

Overall ll Campaig ign Exe xecutio ion and Result lts: Exe xecutio ion fo focused on optim imiz izin ing fo for email il capture and workflo kflow automatio ion

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Automation Workflow Metrics

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Dyna Dynamic c fo form fi fiel elds ena enable e us us to ca captur ure e int nter eres est at differ fferent ent pha hases es of f the he ca campaign n on n the he same e land nding ng page. e.

Make sure email form is placed ATL

Placement

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Blog content (about 20 blog posts) generated close to 60,000 pages views during the campaign period and more than 1,500 signups.

Content Marke ketin ing Metric ics

Content goals:

  • Support education and campaign promotions
  • Follow up content in automation
  • Provide helpful interaction people are getting from us
  • Great examples: blog.hubspot.com, Typeform blog on customer success
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Campaig ign La Landin ing Page Result lts

70,887 sessions on the landing page, with 17,832 email submissions, and 3,950 sign ups Conversion rate from sessions to email captures: 25% Highest source of traffic for contact conversion: Direct traffic, following by organic search and referrals

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Workf kflow Automation

Goal To whom Enrolled contacts Conversion rate Introduce campaign details with a series of emails + nudge interested buyers to sign up and deposit All interested buyers who put their emails in

  • ur forms

13,061 contacts

  • 3,892 contacts signed

up (29.79% of total interested group) Follow up link – tie back to blog content

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Au Automation emails

Emails Time What about To whom Open rate Click rate Sign ups Welcome email for existing customers 2 mins after entering their emails Introduce Gram sale + QASH rebate 1623 existing Liquid users interested in the sale 1152 (71%) 286 (17.6%) 201 Welcome email for non customers (1) 2 mins after entering their emails Introduce Gram sale + nudge sign ups 11,771 non Liquid users interested in the sale 7696 (66%) 3001 (25.7%) 3467 Welcome email to non customers (2) 1 day later Introduce Gram sale + nudge sign ups 7407 non Liquid users interested in the sale 3726 (50.3%) 804 (10.9%) 276 Welcome email to non customers (3) 1 day later TON deep dive blog 4659 non Liquid users 1798 (38.6%) 375 (8.1%) 146 Welcome email to non customers (4) 3 days later Check list for what to do before the Gram sale 5218 non Liquid users 2178 (41.8%) 285 (5.5%) 417

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Re Regu gular n ar news wslette tters rs

Emails When What about To whom? Open rate Click rate Gram token sale coming to Liquid Jun 11 Introduce Gram token sale coming to Liquid 318,315 Liquid users 25,605 (8.04%) 1676 (0.53%) Refer your friends, earn Gram tokens Jun 18 Gram Referral program 317, 335 Liquid users 27,444 (8.65%) 1,154 (0.36%) The Telegram Open Network explained Jun 25 Deep dive into TON 316, 607 Liquid users 35,551 (11.23%) 1,994 (0.63%) Win a TON of Gram Jul 1 Gram Raffle explained 315, 795 Liquid users 31,901 (10.10%) 2,506 (0.79%) Gram Token sale: Price & rebate details Jul 3 Gram Token sale: Price & rebate details 314, 403 Liquid users 24,843 (7.90%) 659 (0.21%) Gram Token sale starts

  • n Wednesday

Jul 8 2 days to go nudge 61,777 Liquid users who opened previous Gram emails 19,787 (32,03%) 334 (0.54%) Gram sale now live Jul 10 Sale live 312,808 Liquid users 22,592 (7.22%) 1,230 (0.39%) Gram Token Sale to end Friday Jul 11 Sale close 63835 Liquid users who show interest 13731 (21.51%) 648 (1.02%)

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SLIDE 37 Source: https://app.hubspot.com/workflows/2437060/flow/5025282/edit

Workf kflow Automation Visual

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SLIDE 38 Source: https://app.hubspot.com/workflows/2437060/flow/5025282/edit

Workf kflow Automation Visual

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SLIDE 39 Source: https://app.hubspot.com/workflows/2437060/flow/5025282/edit

Workf kflow Automation Visual

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Key Takeaways

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Keep the customer journey simple.

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Keep testing workflows.

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Check availability of integration options.

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Collaborate, collaborate, collaborate.

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Do those HubSpot Academy courses!

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References

  • 1. https://www.weforum.org/agenda/2016/06/this-is-how-blockchain-will-change-your-life
  • 2. https://media.consensys.net/welcome-to-the-fourth-industrial-revolution-19-blockchain-predictions-for-2019-

8b2e542bf86a

  • 3. https://www.coindesk.com/ico-tracker
  • 4. Source: https://vimeo.com/233852219
  • 5. https://segment.com/integrations/hubspot/
  • 6. App.hubspot.com