+ 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 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
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.
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. Liquid’s brand position in the crypto economy: “Liquidity is the lifeblood of all economies.”
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.
Our challenges
Ch Challe llenge 1: Within the blockchain ecosystem of cryptocurrency trading, ecosystem infrastructure players such as Liquid face intense in se competit itiv ive ry . Hence, ri rival alry marketing for brand differentiation is key.
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.
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.
Liquid’s ecosystem needs to be marketed across multiple personas and teams with the right martech stack RETAIL PROFESSIONAL INSTITUTIONS Marketing Team BD Team Marketing + BD Team Marketing Automation 10
Marketing strategy: targeting strategic audience segments and automation of customer lifecycle journey
Who are we talking to?
WHO WE ARE TALKING TO Pro Traders They are calculated risk chasers who desire to venture past the obvious wins in pursuit of an extremely rewarding and epic outcomes. They have a voracious aptitude to sniff out fruitful opportunities invisible to untrained eyes. We call them “sharks”.
Exa xample le of f a Pro Trader Product on Liq Liquid id.com
WHO WE ARE TALKING TO 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 opportunities (rewards), they are beginning to be discerning about identify and manage risk. We call them “baby sharks”.
Exa xample le of f a Retail il Product on Liq Liquid id.com
What are they talking about?
Unconfined oceans of liquidity for sharks ADVANCED LARGEST ACCESS FREE STABILITY SUPPORT ACCURATE TAILORED SAFE INSURED HEDGE LOW FEES SECURITY MOBILE EFFORTLESS Shallow pool for baby sharks NEXT-LEVEL STATE-OF RELIABLE PROTECT -THE-ART OPTIMISATION EASY FAST BEST SECURE TRUST FASTER HIGHER SIMPLE VOLUME GUARANTEED LIQUIDITY VARIETY POPULAR VOLATILITY COMPETITORS TARGETING PRO TRADERS COMPETITIVE REAL-TIME Word cloud is based on competitive analysis of marketing messages. COMPETITORS TARGETING RETAIL INVESTORS
What do they love?
WHAT PRO TRADERS LOVE Epic play against worthy opponents Epic challenges Worthy competitors Epic challenges “I love to play the game when it's difficult.” “It’s about competing with “The goal of a successful trader other people. Not everybody is to make the best trades. “The financial markets are the biggest can win.” Money is secondary.” and most challenging arena of all.” WHAT RETAIL TRADERS LOVE Epic play with people they trust
How do we reach our customers?
We need to understand their journeys.
LIQUID CUSTOMER LIFECYCLE JOURNEY Product Solution Unaware of Liquid AWARENESS Attention 1 Activation First trade nth trade 7 Aware, but not interested in Liquid. First withdrawal nth withdrawal 2 Inactive opportunity Return opportunity Interested in joining CONVERSION an exchange ACTIVATION Sustained Engagement 3 First month nth month Sign up 8 4 DEVELOPMENT Churn (no activity for RE-ACTIVATION 3 months) KYC VERIFICATION 6 DATA LAYER 5 - MARKET RESEARCH - CUSTOMER DATABASE (DEMOGRAPHICS, BEHAVIOR, Brand Deposit 9 Expansion TRADING) - DATA ANALYTICS Advocate - MARKETING TOOLS 23 SUPPORTED BY MARKETING AUTOMATION
Integrating journeys into HubSpot via event integrations Segment is is our in infr frastructure la layer fo for our customer data 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/ 24
Campaign Best Practices Using HubSpot
Establish campaign goal(s): e.g. No of sign ups, $ in revenue
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”.
Campaig ign Media ia Pla lannin ing Attention Sustained Product Brand Engagement Activation Solution Expansion PA PAID PAID PA PA PAID PA PAID • Ke Key gl globa bal crypt pto events • Pa Paid Social • Cr Crypto Podcasts • Pr Programmatic Ads • So Social Med edia • Cr Crypto Publisher Sites • Pa Paid Social • Pa Paid Search OW OWNE NED • Pa Paid Social • Toke • Pa ken La Launches Paid Search OWNE OW NED OW OWNE NED Media Touchpoints • Lo Loyalty pr progr grammes • Co Content (blog) • So Social Med edia • Co Content (blo log) OW OWNE NED • So Social Med edia • SE SEO • So Social Med edia • Co Content (b (blog) • SE SEO • Fo Forum ums • So Social Med edia EARNED EA ED • SE SEO • Ne News c coverage • Cr Crypto Podcasts: Un Unconfirmed, • Ev Events: Global Fintech & Unchained, Off the Ch Un Chain with An Anthony Blockc kchain Forum, Money 20/20, Po Pompliano Co Consensus 2019 • Pr Programmatic Ads with: Cr Cryptoaudience Targeting (Paid • Cr Crypto Publisher Site: Coinmarke ketcap, , • So Social Med edia: Re Retarge geting • So Social Med edia: Int nter eres est in n Co Coindesk, , Co Cointelegraph, C , CCN touchpoints) Cryptocurrency & trading Cr • So Social Med edia: Re Retarge geting • So Social Med edia: Ret etarget eting ng • Pa Paid Search: Pr Pro trading related KW KWs • Pa Paid Search: Pr Pro trading related KWs • Engagement: Clicks ks, Shares, Comments, • Si • Sha Sign-up ups Share e of Voice Views Vi • Tr Trades • KY KYC, Start/Compl pletion • Un Unique Reach • Si Site e Visits • Tr Trade Volume KPIs • Tr Trades • Si Site e Visits • Dwe Dwell time • Tr Trading Po Portfolio • Tr Trade Volumes • Sea Search h volum umes es • No No. Of . Of c content c consumed
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 Email Ema 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% c (29.79% conv onver ersion r on rat ate). e). Trade: 898 contacts from the workflow automation (both new and existing users), Tra made up 50.8% of total buy trades.
Automation Workflow Metrics
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. Placement Make sure email form is placed ATL
Recommend
More recommend
