it's not about you: influence, relationships and customer-centric growth [inbound 2014]

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It’s Not About YOU.

Influence, Relationships and Customer-Centric Growth

Laura “@Pistachio” Fitton

Evangelist, HubSpot

Deeply silly. Fiercely optimistic.

Makes things happen from scratch.

@pistachio

LAURAFITTON

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1 Influence- Attract and Serve- 5 Quick Tips

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“Do what you love in the service of those who love what you do.”

http://www.stevefarber.com/

Influence (was)Attract attention to yourself

Provide attention & value to others

Influence (is)

Take Good AMAZINGCare of the Network You

Already Have

To grow ANY network…

Photo: http://www.flickr.com/photos/harmishhk/

BeUseful.

Listen.Learn.Care.Serve.

35

Be generous.

• the more you give, the more you get• build trust, credibility, & goodwill

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Our guiding goal is delighting customers.

Influence: 5 Quick Tips

1 DON’T @Tweet Me, Maybe?

2 Ask NOT What Influencers Can Do for You…

3 Don’t touch that RT button!

4 Credit Where Credit’s Due

5 Stay Classy

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DON’T @Tweet Me, Maybe?

Are you @Spamming?

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(Please tell me you know the next line!?)

Ask Not What Influencers Can Do For You…

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There’s a much better way to share

Don’t Touch That RT Button!

PAY COMPLIMENTS:RT right!

1. copy/paste2. cleanup3. edit4. append

http://bit.ly/RTright

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Is actually extremely good for you

Credit Where Credit’s Due

for heaven’s sake, when you get mentioned, @mention the reporter who wrote it.

THANK THE@REPORTER

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Support, don’t stalk

Stay Classy

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Don’t cross the line between

OUTREACHand

STALKING!

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Why @Tweet When You Can @Connect?

DON’T:• @Spam• Beg for attention• Ask for

… a followback… a RT or share… an @mention… help…“feedback” “check out”

DO:• Find their contact info• Earn attention• Give value and attention

FollowRT their stuffAnswer their questionsProvide helpShow what’s in it for their audience

The Message is the Influencer.

http://twitpic.com/135xa by @JKrums

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2 Relationships- Nurture and develop- Tell your story through the stories of others

build relationships

Anyto

Many

6.8BILLION.

Tweet Quote!

Make the customerthe hero of your story.Ann HandleyChief Content OfficerMarketingProfs

Image Credit: Fotographia Guerilla

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“The Art of Telling Someone Else’s Story”

http://bit.ly/someonesstory

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3 Customer Centric Growth- Put the customer in the center of everything.- Only Connect.

“Bet youcan’t eat just one!”

“Because you’re worth it.”

(you should…)

(you should…)

(have you…)

“Melts in your mouth…”

“…not in your hands”

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“Only Connect.”- E.M. Forster

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Thank you.

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Laura Fitton@PistachioPistachio@HubSpot.com